การศึกษาโลจิสติกส์การตลาดสำหรับสินค้าหมอนยางพาราของวิสาหกิจชุมชนภาคใต้

Abstract

This research is conducted to study the supply chain of rubber pillows for community enterprises in the South of Thailand. This research provides an analysis of the logistics system in the domestic rubber pillows business. The objective is to increase operational efficiency by identifying the logistics management model that supports the marketing strategy of the rubber pillow business in the Southern Community Enterprises. The scope of this work incorporates two main areas in the rubber pillows supply chain, including consumer and manufacturer. Three groups of consumers are considered; final costumer, hospital and military, and the pillows distributors. The market mix modeling is utilized to identify the customer behavior. Moreover, the in-depth interviews are occupied to determine the company strategic planning comprising the product information, the business management problem, and the business and logistics costs. This research proposes four strategic plans by integrating both manufacturer and consumer interests, including the reinforcement of the network strategic partnerships, enforcing the promotion to the state agencies, the establishment of the technical production standards, and maintaining the market share of the existing customers along with the enhancement of the new customer base. Ultimately, this research creates the mathematical models and presents the case study of the rubber pillows procurement in order to particularly delineate the performance of the first strategy. The result of planning order management, by integrating strategies of the latex pillow manufacturers from the case study, the total cost of the 3 manufacturers in the current situation is equal 11,052,950 THB. If the manufactuers are applied the integration strategy, the total cost will be reduced to 10,812,891 THB, 240,059 THB reduction, or 2.11 percent. This will lead to increase in negotiation power for manufacturer and to improve customer satisfaction.