Management Approach of Small and Medium Food Processing Business for Success in Franchise System

Abstract

This research aims to study the management, marketing strategy, and success of the franchise system including to study processed food SMEs’ success key factors in the transition to the franch ise sy stem . T his research is q ualitative research tha t ga thers d ata fro m SM E entrepreneurs in Thailand; the buyers, the suppliers, and the academic staff which counts 30 persons in total. The research is done by in-depth interview, group interview, and an analysis. The study found that 1 ) the processed food SME franchise management consists of 1.1 strategic planning and environment analysis 1.2 vision, mission, objective, and goal setting 1.3 organization, business, and job strategy 1.4 organizational structure, job description, hum an resources m anagem ent 1.5 leadership building (leaders are able to m otivate, communicate, and coordinate with every stakeholder). 2) The proper marketing strategy is to develop new products, do the right pricing, create distribution channels, and promote online marketing. 3) Build success by building a brand, developing operation standards , sharing knowledge, using information technology to follow up and make a contract. 4) Success factors and key management consists of SWOT analysis, operation standard, m arketing strategy, marketing support, PR and advertisement plan, develop operation sys tem, and prototype.