| dc.description.abstract | This research aims to 1) To analyze the situation of logistics and supply chain
of healthy ready to eat meals that sold via online. 2) To study a framework of
logistics and supply chain development in value added healthy ready meals that
sold via online. 3) To practically benefit in making money from online business in the
future which Thailand is entering the digital society according to the policy of
Thailand 4.0. The researcher has a desire that this study will contribute to supporting
the use of digital technology in business for creating alternatives, decisions, and
system management together with the development of the product category. Hence,
this enables building long-term competitive advantage for entrepreneurs, and
reduces the complexity from the use of digital technology which plays a role in in
Thailand's infrastructure and logistics and supply chain management.
In this qualitative research, the study sample includes seven full-time or parttime
entrepreneurs selling healthy ready meals that sold via online in Bangkok and
vicinities. Data collection is conducted through interviews.
The study found that the locations of six online healthy ready meals sellers
are in Bangkok, and one in Sumutprakarn. Four sellers provide delivery service in
Bangkok and vicinities, and three only in Bangkok. Six sellers provide food ordering
channel via Line Application, five via Facebook, three via phone call, two via
Instagram, and one via a specific food ordering application. Three sellers have more
than 21 menus while two other sellers have 8-14 and 15-21 menus. There is no
seller whose menus are less than 7. Most of the payment methods, which six sellers
provide, are through bank transfer, two sellers by cash, and two sellers by
credit/debit cards, respectively.
This research can be concluded based on the objectives of this research as
follows. 1) Situation of popular online health products. Health-conscious consumers
are becoming more interested in food consumption. The suitable calorie intakes are
calculated each day, and non-toxic ingredients and safe cooking methods are used. It
is found that food delivered directly to consumers must have the appropriate supply
chain with logistics activity management in order to be consistent with product
category and consumers who are of working age that have no time to cook or eat at
a restaurant. Some people think it is impossible to cook as their work is too busy.
Therefore they decide to order food online for convenience while they can still take
care of health. 2) In studying the framework, it is important to pay attention to raw
materials, coordinating with suppliers of raw material, method and workspace of the
cook, delivery to customers, customer relationship management, and 3) Practical
benefits in making money from online business in the future which Thailand is
entering the digital society according to the policy of Thailand 4.0. Therefore,
consumer behavior has changed, and it is possible to use technology that is the
driving force of the food business, the technological development along with logistics
management and supply chain management in quality preservation, cooking of
ingredients, transportation and after-sales service. The use of technology can shorten
the supply chain because the manufacturer can directly deal with the customer. It
can solve the problem or improve the ability of the business directly which will add
value and enhance competitiveness. As a result, the business will be growing and
competitive in the long run.
Suggestions for online food entrepreneurs are the risk of miscommunication
and careless transportation that ignores customer details which can cause loss of
customers despite not the food quality. Therefore, entrepreneurs need to manage
supply chain quality thoroughly. Moreover, the online healthy food entrepreneurs
should regularly monitor the quality of raw materials to build credibility so that
customers will make the purchase decision once they know the product and then
repeat purchase in the future. | en_US |
