การวางแผนธุรกิจและกาหนดกลยุทธ์เพื่อการขยายธุรกิจน้าดื่ม / นารีรัตน เตชะอาภรณ์กุล = The strategic plan for business expansion drinking water / Nareerat Techaarpornkul
At present, drinking water is one of the highly competitive business because there is no difference in product and a low initial investment attracting a large number of business runners both large and small companies. The large companies compete by investing on advertisement to build up brand awareness. Nalinrath drinking water is a small size family business which has not yet put a clear direction on business running. Therefore the business operation has not yet achieved the highest efficiency and there is not enough investment for advertisement as well. This independent study aims to put strategic operations for Nalinrath drinking water by analysis of both the external and internal business environments to assess the strength, weakness, opportunity and threat. Next, the vision, the mission, the key success factor and the business goal were set up and used to place the strategies in corporate level, business level and functional level. The study found that drinking water market could be expanded tremendously. To save time and reduce labor shortage problem, several service businesses turn to use drinking water filled in plastic bottles or plastic cups rather than drinking water with glass. Therefore, these service businesses market is interesting. At present, Nalinrath drinking water only has several wholesale and retail stores as the primary customers also a small number of tourist companies, hotels and temples as the secondary customers. So, the expansion strategy via the market and product developments is used for the corporate level. To seek for new groups of customers including organization, tourist companies and other service businesses, several approaches should be used. Label design service should be offered for the customers who request drinking water of their own brands. Moreover, a variety of packaging size and cap color to choose could be included in this focus strategy. To increase the production capacity, to reduce labor dependence and to reduce the cost of production, several machines should be added in the line of production. Furthermore, increase the distribution channel via salesman, various operation developments to enhance efficiency should be applied for sustainable growth of Nalinrath drinking water business.
