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โครงการหนังสออเล็กทรอนกสด้านการเกษตร เฉลมพระเกียรตพระบาทสมเด็จพระเจ้าอยู่หัว
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Table 5.5 Digital Transformation (DT) & Related Strategies
Components Strategy Strategy
Component
Gene selection & modification for better cultivars
Risk management, such as weather prediction and pest/disease control
Big Data & AI
DT1 Demand prediction & inventory optimization
CRM & individualized recommendation
Smart government for policy-making and execution
IoT & Management of temperature, moisture, and chemicals in the field
Automation Locate and adjust conditions of containers in transportation
DT2 Shelf management in retail stores
Drone & robots in field management, processing & transportation
Mobile Shop any time and any place
Communication Consumers with product knowledge & traceback ability
& Social Media Producers’ access to technology and real-time market information
DT3
Source: CASPIM

3.3 Competitive Marketing Mix (CS and MM)

Based on the marketing intelligence data of previous chapters, the competition
strategies (CS) are discussed (section 3.3.1), together with the guide to
marketing mix in terms of Product (MM1), Pricing (MM2), Channel (MM3) and
Promotion methods and messages (MM4) for the six fruits in focus (Durian
Longan, Mangosteen, Mango, Young Coconut and Pomelo) (section 3.3.2).
These sub-strategies of CS (CS1-CS2) and MM (MM1-MM4) are linked with
the seven strategic objectives (Ob) in section 3.5.

3.3.1 The Competition Context and Related Strategies (CS)

Two sub-strategies of competition are laid out for “Differentiation from the
Chinese Competitors” (CS1) and “Differentiation from the CLMV Competitors”
(CS2) (Table 5.7), based on a review of the competition context of the six fruits
(Table 5.6).

Strategy 139