แผนกลยุทธ์ธุรกิจโรงงานผ้าไหม “สงบไหมไทย” อำเภอปักธงชัย จังหวัดนครราชสีมา / จรรยา มงคล=Strategy Business Plan for Thai Silk Factory “Sangob Thai silk” Pakthongchai District , Nakornratchasima Province / Chanya Mongkol
This Independent Study is conducted with the objective of being a guideline of implementing business strategy for “Sangob Thai silk” – a Thai silk manufacturer having been operating for over 35 years. However, with the higher competitiveness in this industry, making the product becomes more providing fewer profit margins. Adaptation to the new environment is, therefore, essential as to maintain profitable status in the market. The author has foreseen an opportunity for fabric accessories market. Such opportunity includes the products with integration of technological advancement, e.g. scarves, shawls, napkins, purses, shoes, hats, totes, which have market value of THB 11,000M with tendency of further growth, expectedly reaching value of THB 12,226M in 2020.
They have a tendency to be able to generate high profits. Yet, there has not been any explicit monopolist in this market. Also, Thai and foreign consumers are interested in the products derived from Thai indigenous knowledge, especially Thai silk, which is renowned as the most beautiful silk in the world. Along with Thai government’s campaign supporting purchase of Thai products domestically produced, it seems to be a good opportunity to enter to and invest in this market. The strategic plan for this business consists of two aspects 1) Differentiation of product – by creating new brand under the name “SiriChom”. The highlight of this product includes the “modern” design and “variety functional”.
2) More distribution channels – by increasing accessibility for customers via offline channels, with two physical stores, and online channels. This is also aimed for establishing more brand awareness of “SiriChom” among the target segments by advertisements and sales promotions. With the implementation of this strategic plan, the business will be invested the budget of only THB 2M to further develop from the former business which has generated the revenue of accessories business. At first year to fifth year, it will make the revenue of THB 9.75M - 12.51M, and the profit will be THB 2.57M - 3.31M. The five-year total revenue will be THB 54.91M, with a THB 14.18M profit and refund period of within eight months.
