ENVIRONMENTAL UNCERTAINTY AND BUSINESS MODEL OF SATO SADED-NUM BUSINESS IN YALA, THAILAND
DOI:
https://doi.org/10.14456/aamr.2025.7Keywords:
Environmental Uncertainty, Business Model, Sato Saded-Num, Yala ProvinceAbstract
This study aimed to analyze the environmental uncertainty and business models of the Sato Saded-Num (Parkia Speiosa Hassk) business in Yala, Thailand. The sample included farmers, collectors, and processors/entrepreneurs involved in a research project that conducts economic activities related to Sato in five districts of Yala. Qualitative data was collected through structured interviews based on a business model framework. Environmental uncertainty was analyzed quantitatively, while business goals, issues, and development needs were analyzed qualitatively using frequency and percentage analysis. The Sato business model was analyzed qualitatively through content analysis. Three groups were identified based on environmental uncertainty: high demand and supply uncertainty, low supply and high demand uncertainty, and low demand and supply uncertainty. Business goals across these groups centered on five Sato product types: fresh, frozen, chilled, dried, and seasoned Sato. Most entrepreneurs focused on long pods/fresh Sator and peeled, halved, and frozen Sato. The primary challenges identified were customer acquisition and aligning product value propositions with market demands. The analysis resulted in a business model centered around peeled, fresh, and chilled Sato (OEM), emphasizing the value of fresh, peeled Sato. A checklist can be used to identify uncertainties that can be leveraged to align the business model with its context better.
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