The business plan development for formulating strategy for business success of decem frozen roti of the small and micro community enterprise of moslim food legend Ban Taladkaew Nonthaburi

Abstract

This study was aimed to study business plan development of frozen Roti (Indian pancake) and formulate frozen Roti business strategies for the community enterprise producing traditional Muslim food in Ban Taladkaew, Nonthaburi. Relevant theories, documents, articles, as well as other useful information from in-depth interviews were collected and analyzed using the strategic management process theory. The samples used in this research were 10 community members of the traditional Muslim food stores from Ban Taladkaew. The results revealed that the strategies suitable for frozen Roti business of the community in Ban Taladkaew Nonthaburi as traditional Muslim food to increase capacity, feasibility, and appropriateness were Differentiation strategies. The recipe of frozen roti products, a more than 150 year-old recipe with temple figurines and mosques as background showing that both Buddhist and Muslim Thais had lived together, therefore, Focused Differentiation was applied as consumer groups were, for example, students from schools nearby. Product and Operation Strategy was also used to focus on the development of standardized production processes and product quality in order to create alternative products for consumers. Marketing Strategy also help to create and increase different products from other markets, which were aimed at online marketing. Finally, Finance Strategy, the most important one, was applied to raise funds and prepare for the future business expansion.