THE EFFECTIVE SUCCESS MODEL OF FOOD SUPPLEMENT FACTORY IN THAILAND
Received: 25.04.2021; Revised: 28.06.2021, Accepted: 05.07.2021, Published Online: 30.07.2021
Doctor of Philosophy Program in Development Administration, Suan Sunandha Rajabhat University, firstname.lastname@example.org
Doctor of Philosophy Program in Development Administration, Suan Sunandha Rajabhat University, email@example.com
Doctor of Philosophy Program in Development Administration, Suan Sunandha Rajabhat University, firstname.lastname@example.org
Healthy food supplement is one of the important small and medium enterprises in Thailand. Although most of them do not have their own manufacturing plants, they use the method of hiring a factory to manufacture their products. Currently, there are supplements need to be improved their effectiveness and exaggerated advertising being rigorously inspected by the government. As a result, there were problems in the operation of the manufacturing plants. The objectives of this research were to: 1) study the effective success level of food supplement manufacturing plant, marketing strategy, internal management capabilities, logistics abilities, and overall quality control ability; 2) study the influences of marketing strategy, internal management capabilities, logistics abilities, and overall quality control abilities on the effective success of the food supplement manufacturing plant; and 3) develop an effective success model of a food supplement manufacturing plant. This research employed a mixed research methodology combining quantitative and qualitative methods. For quantitative part, the samples were 400 factory owners/managements, food supplement product owners, and business stakeholders, obtained by stratified sampling. The sample size was determined based on the criterion of 20 times the observed variables. Data were collected by questionnaires, and analyzed by using a structural equation model. In qualitative part, the data were collected through in-depth interviews with 17 key informants, including to factory owners/ managements, food supplement product owners, and business stakeholders. The data were analyzed through content analysis. The results of the research revealed that: 1) The effective success of the food supplement manufacturing plant, marketing strategy, logistics ability, and overall quality control ability were at the very high level and the internal management capability was at the highest level; 2) logistics ability has the greatest influence on the effective success of the supplement manufacturing plant, followed by marketing strategy, overall quality control ability and internal management capabilities, respectively; and 3) the effective success model of the food supplement manufacturing plant was depicted as a figure consisting of the logistics ability as a base that is the highest totally impact, overall quality control ability and marketing strategy are secondary factors which are in the middle and internal management capabilities driving and promoting success. In addition, the food supplement factory would be successful with revisit intention, trust, suggestion and given cooperation. Results of this research will benefit government agencies in suggesting, auditing and controlling. The proposed model has offered the ways in advancing businesses to meet standard requirements such as the transfer of new technology from production manufacturing leaders, and the use of Artificial Intelligence (AI) for the overall economic growth and development of Thailand.