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โครงการหนังสออเล็กทรอนกสด้านการเกษตร เฉลมพระเกียรตพระบาทสมเด็จพระเจ้าอยู่หัว
Weakness (W) . + ) , - )./ '
W1: Stable and high-quality supply
W2: Understanding of Chinese market
W3: Innovation in processing and packaging
W4: Efficient system for fruit collection and distribution

Opportunity (O)

O1: Changing needs and behavior of Chinese customers
O2: Emerging integration of supply chain in Thailand & China
O3: New logistic capability by air and train via Laos
O4: Digital technology in production and marketing

Threat (T)
T1: Shocks of Covid 19 impacting market demand, cost, logistics,
and labor supply & 4%,
T2: Lack of sustainability due to oversupply and price fluctuation
T3: Competition from neighboring ASEAN suppliers ! " # $ " %
T4: Malign practice in production & collection undermining the quality &
reputation ' . ' . * .:
(7 2 ! 2 ' % 6 %78 +7 2 ! 62 78 07
Strategic Objectives (Ob) ! ' , , 6 ,,78 37 1 6 7
Ob1: R&D and Innovation & ' % & " ! # !#
Ob2: Embrace Supply Chain Integration & ' %Ǧ & " !
Ob3: Manage External Shock
Ob4: Maintain Sustainability 2 ! : ' 622 7 defined !
Ob5: Enhance Competitive Advantage % . : ! ! ! 5 5 !!
Ob6: Protect Stakeholders 5 * . ! different ! %
Ob7: Leverage Digital Transformation “& ! ” 6 ' 75 “& ” 6 ' 75 “& . ”
6& / ! 9 7 ! ! 22 !
5 %! ' ! fl * ' * . !

" ! # !#

& 3 3 +5 ! : '
622 7 . 9 % 6 %7

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134 Strategy