A study of business plan for canned Pla Too Sa Tia

Abstract

The objectives of this study were (1) to examine the possibilities of launching the new product line of canned fish with the new flavor and packaging into the market and (2) to investigate the customers' behaviors toward canned fish both in forms of ready-to-eat food and as a souvenir in aspects of taste, brand, price and packaging. Data were collected using quantitative and qualitative methods, through questionnaire and interview. The population was non-Thai local people aged around 22-50 years old and Samut Songkhram souvenir shop owners. Based on the findings, it was concluded that many people recognize Maeklong Mackerel Fish , known as Pla Too as the identity of Samut Songkhram province. Additionally, packaging played a crucial role to people buying decisions as well as a strong word of mouth and review from internet. The results led to a decision to repackaging Pla Too Sa Tia to be in form of can and positioning it as a premium but affordable fish menu from Samut Songkhram province. The product would be placed at souvenir shops in Samut Songkhram province at the first stage with the price range of 89 baht, and continued to expand widely in convenience stores over Thailand.