STRATEGIC BUSINESS MODEL DEVELOPMENT OF HEALTHY FOOD FROM BAMBOO MUSHROOM (DICTYOPHORA INDUSIATA)

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Jurarut Sangaroon
Ranee Esichaikul
Kingporn Thongbai

Abstract

The objectives of this research were to 1) Study current situations and trends in healthy food business from bamboo mushroom, 2) Study and analyze new product concept and develop healthy food products from bamboo mushroom, and 3)Develop a strategic business model for the healthy food business from bamboo mushroom.


The research results showed that: 1) the healthy food market is increasingly growing. Consumers prefer to consume healthy food that is alternative protein from plants and most consumers are millennials and baby boomers. The bamboo mushroom healthy food market is growing. 2) The overall consumer attitude was at a moderate level. Four new product ideas were developed including concentrate bamboo mushroom (beverage), stewed bamboo mushroom (ready to eat food), crispy bamboo mushroom (snack), and bamboo mushroom powder (instant drink) and the stewed bamboo mushroom was a product accepted by most consumers. The respondents rated the overall importance of marketing mix factors at a high level. 3) The strategic business model has been developed including nine factors of customer segment, value proposition, channels, customer relationships, revenue streams, key activities, key resources, key partners and cost structure.

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How to Cite
Sangaroon , J. ., Esichaikul, R., & Thongbai, K. . . (2021). STRATEGIC BUSINESS MODEL DEVELOPMENT OF HEALTHY FOOD FROM BAMBOO MUSHROOM (DICTYOPHORA INDUSIATA). Dusit Thani College Journal, 15(2), 208–226. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/249345
Section
Research Article

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