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1

(General Information)

100

.. 2493 1 11 Locality 81 [ : .2558. OTOP ]

2525 1997 (KGTC 82039) 2530 (Mass Selection) (Amylose)

.. 2543 24 2546

72

2549 (Geographical Indications : GI) .. 2546 23 2549 [ : .2558. (). http://www.ricesiam.com/. 3

2558]

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1

( 100 ) 1. 2. 3.

1. 364.2 2. 73 3. 73.1 4. 4.81 5. 13 6. 317 7. 1.4 8. 1 10.32 9. 2 20.01 10. 6.4

: : 7 13 :

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88 500,000 100-200

2

12 30 2548 (Good Agriculture

Practice : GAP)

4

- 105 .15

105 - . 6 .10 .4

.6 -

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-

"" ""

2-3

1.

2.

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3.

3 4. GABA

B1

B2

5.

6.

GABA

7.

3

1 , , ,

8.

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9.

oryzanol Gamma Amino Butyric Acid (GABA)

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2 AllLife

(AllLife Marketing Plan)

1. (Executive summary)

()

(organic rice)

All-Life All-Life (1) All Organic (2) Life Rice All-Life

2. (Current Marketing Situation) 2.1.

150,000 2 145,000 5,000

2.2.

2.3.

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2.4.

2.5.

3. SWOT analysis Strength Weakness

1) 2)

3) Position

1) 2) 3)

Opportunities Threats

1)

2)

3)

1)

2)

4. (Marketing objectives) 4.1. (Financial objectives)

4.1.1. 1,990,000 1 4.1.2. 790,000 1 4.1.3. All-Life 10,000 1

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4.2. (Marketing objectives) 4.2.1. 4.2.2.

5. (Marketing strategy) 5.1. STP marketing

5.1.1. Segmentation 5.1.2. Targeting 5.1.3. Positioning

5.2. Marketing mix 5.2.1. 5.2.2. 5.2.3. 5.2.4.

6. (Projected profit-and-loss statements) 6.1.1. ( 1 )

= 35 = 15 = 199 = 149

6.1.2. () = 6,000 / = 5,000 /

6.1.3. (10.00 16.00) = 5,000 / = 1,000 /

6.1.4. () = (15,000 3 + 18,000 3 ) x 12 = 396,000

6.1.5. () = 10,000 x 199 = 1,990,000 6.1.6. ( 10,000 )

= = 1,990,000 500,000 700,000 = 790,000 /

7. (Controls)

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3

(Support data) 1.

1.1. 1.1.1.

2558 2557

10

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(aging society)

1.1.2.

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() ,

2. 2.1.

30 31 20 55 45

150 200 250 2.2.

2.2.1. 100% 100%

92 80 4.50

2.2.2. 5% 92

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60 7 10%

92 55

12

2.2.3. 100% 5%

40

2.2.4.

( , 2556 maketeer) 150,000 2 145,000

5,000

2.3.

-

GAP GI

,

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GI

( - %)

oryzanol Gamma Amino Butyric Acid (GABA)

350 500 . ()

( 2557) 25,000 27,000

55 70 100

11,160.99 16,285.45

1. 26.24 73.76

2. 73.76

40.62 ( ) 33.14

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3. STP 3.1. Segmentation

3.2. Target 2 3.2.1. 3.2.2.

3.3. Position (GAP) (Geographical Indication GI)

oryzanol Gamma Amino Butyric Acid (GABA)

4. (Pure

Competition)

All-life 5 Five Force Model All-life Model

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5 Five Forces Model Michael Porter Model

1. 2.

3. 4. 5.

5 Five Force Model

( : http://adisonw.blogspot.com/2012/10/five-forces-analysis.html#!/2012/10/five-forces-analysis.html)

5 (Five Forces Model) 5 Forces model

1.

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2.

3.

4.

5.

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5 Forces Model

(Three Generic Strategies) ( Business Strategy or Competitive Strategy) 3

1. (Overall Cost Leadership)

2. (Differentiation)

3. (Focus)

-

+

-

-

-

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( : http://tatler.typepad.com/images/strategy.jpg)

(Focus)

(Identifying Competitors) 2

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(Brand)

1.

2.

3.

4.

1.

2.

1. 2.

All-Life 1. 5

2.

3.

1. 2.

(Brand)

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1.

2.

3.

1. 2-3

2.

1.

2.

1.

2.

1.

2.

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5.

50,000

2 1

5.1.

() All Life

(differentiation strategy )

()

All-Life 5.2. All-Life (Skimming Pricing Strategy)

() 1 (1 ) 199 All-Life

5.3.

-, -

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5.4. .

All-Life personal selling

6.

1. 3

2. 3

3. , %

4.

-

-

-

-

-

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