Strategic Plan for expanding market of fresh fruit and developing brand of the processed product from Thai Aromatic Coconut – COCO EMPIRE CO., LTD. / Chanikan Wongnatkul =แผนกลยุทธ์ เพื่อการขยายตลาดมะพร้าวน้ำหอมไทยผลสด แผนการพัฒนาแบรนด์สำหรับผลิตภัณฑ์แปรรูปจากมะพร้าวน้ำหอมไทย – บจก. โคโค่เอ็มไพรส์ จำกัด /ชนิกานต์ วงศ์นาถกุล
- หน้า, ตาราง
When talking about the best coconut water in the world, “Thai Aromatic Coconut” is the most acknowledged for its quality worldwide. There are many terms being called such as “Thai Aromatic Coconut or Thai Fragrant Coconut or Thai Numhom Coconut”, etc. The well-known plantation area for Thai Aromatic Coconut is located not only in Baan Paew subdistrict, Sam Pran subdistrict, Dumnernsaduak subdistruct in Ratchaburi province. The other good place where raises high quality, good scent with natural sweet water, great refreshment and has ability to quench thirst, is Pakpanung, Nakhon Si Thammarat, south of Thailand. However, for the agricultural product, there are so many factors which cause the fluctuation in production and price for agricultural product such as; seasonal, disease and government policy, etc. The objective of this study is to generate the strategic plan for expanding market of fresh fruit and developing brand of the processed product from Thai Aromatic Coconut – COCO EMPIRE CO., LTD. locates in Pakpanung district, Nakhon Si Thammarat province in South of Thailand. This study includes two mains objectives. Firstly, the market seeking for the potential market for Thai Aromatic Coconut both domestic and international area. Secondly, the procedure to create value-added into the raw coconut. The analysis is considering the constraints of agricultural products and information from customer’s insight to develop brand and product. The result of the study shows that market situation of ready-to-drink aromatic coconut has positive growth trend because of the change of customer behavior to consume more natural products. Furthermore, this market is quite fragmented. The main strategy of this study is the using product innovation and marketing strategies to encourage value of Aromatic Coconut Water product for customers to match their unmet need.