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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
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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.
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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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+
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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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