แนวทางการพัฒนาธุรกิจผลิตภัณฑ์ขนมเค้กแบบดั้งเดิมของผู้ประกอบการในจังหวัดตรัง

Abstract

The purposes of this research were : 1) to study the conditions of business operation of traditional cake products of entrepreneurs in Trang Province.2) To study the problems in business operation of traditional cake products of entrepreneurs in Trang Province. 3) To compare the level of problems in business operations of traditional cake products of entrepreneurs in Trang Province classified by business conditions and, 4) to present guidelines for the development of business operations of traditional cake products of entrepreneurs in Trang Province. The population is 25 traditional cake products business entrepreneurs in Trang Province. The research instrument was a questionnaire. The statistics used for data analysis were frequency, percentage, mean, standard deviation. One-way ANOVA and analyze descriptive data. The results showed that: 1) The results showed that: 1) the traditional type of cake in the business is three flavor cakes, which has been in business for more than 31 years with a marketing channel as a point of sale. The business has an estimated daily production about 51-100 boxes or more than 151 boxes, earning approximately about 100,001-200,000 baht from product distribution and most of the businesses are located in the commercial area in the city. 2) Entrepreneurs have a high level of business problems. When considering each aspect in descending order, it was found that the aspect with the highest mean was finance, followed by sales, and the least was management.3) Comparison of the level of problems in business operations of traditional cake products of entrepreneurs in Trang province classified by business conditions found that entrepreneurs with different business conditions had no different problems in operating the traditional cake products business in Trang Province, except for entrepreneurs with a period of business and the location of the businesses were statistically different at the .05 level., and 4) the guidelines for the development of traditional cake products business of entrepreneurs in Trang Province are entrepreneurs should pay attention to the selection of raw materials that are of constant quality. There should be more beautiful cake designs and more variations. There should be an online ordering channel, such as ordering through the website or an application and has a delivery service. There should be a concise accounting of income and expenses, and sales are monitored regularly. Employees are encouraged to be professional and able to sustain and maintain their own business values.