Business Development of Hom Phrao for Competitive Enhancement in the Market

Abstract

This research article aims to study and improve the production and marketing processes of the "Hom Phrao" brown coconut sugar business, while enhancing its business management capabilities through Participatory Action Research (PAR). The key informants consisted of 25 relevant stakeholders, from whom data were collected using semi-structured interviews, direct observations, and focus group discussions, followed by a qualitative content analysis. The research findings revealed three major dimensions: 1) Regarding the current production and marketing processes, the Hom Phrao business produces 100% authentic coconut sugar made from the inflorescence of coconut trees in the Thap Sakae district, strictly employing traditional methods such as using Shorea roxburghii (Phayom wood) as a natural preservative and simmering the sap in large iron woks over traditional wood-fired stoves; however, the business still faces significant challenges concerning systematic production standards and marketing strategies that prevent it from competing at its full potential. 2) In terms of process development, the research focused heavily on streamlining production steps to reduce operation costs, improve overall efficiency, and strictly control product consistency and quality standards; on the marketing side, the classic Marketing Mix (4Ps) concept was applied to build a highly distinctive brand identity, develop modern and appealing packaging, and strategically position the item as a premium-grade coconut sugar tailored specifically for health-conscious consumer segments. 3) Concerning management capacity development, the outcomes successfully elevated the brand’s overall competitiveness through more systematic business management, which consequently created substantial added value for the products, strengthened the local community's supply chain, and ultimately generated stable, long-term, and sustainable income for local coconut farmers in the region.