Strategic Formulation of Production Model, Extension and Marketing of Large plots Sea Salt Community Enterprise in Samut Sakhon Province for Sustainable Manufacturing

Abstract

This study aimed to (1) examine the needs for support and the management models of the community enterprise, (2) analyze the patterns of production, support, and marketing, and (3) propose appropriate strategies for the development of the salt farming community enterprise in Samut Sakhon Province. A mixed-methods research approach was employed, integrating both quantitative and qualitative methodologies. The quantitative data were collected from 59 salt farmers using a structured questionnaire, and analyzed using descriptive statistics—frequency, percentage, mean, and standard deviation—as well as multiple regression analysis. For the qualitative component, data were gathered through in-depth interviews with 25 key informants, including experts, stakeholders, and members of the large-scale farming project committee, and analyzed using descriptive content analysis.

The findings revealed that farmers expressed a high level of need for support, particularly in product standards, knowledge acquisition, and marketing/processing—indicating a strong desire to enhance product quality and increase market opportunities. Regarding the management of the community enterprise, all aspects—including planning, organizational structure, direction, and budget management—were reported at a high level, reflecting an efficient administrative structure. However, areas such as coordination and performance reporting still have room for improvement. The analysis of support patterns showed that field demonstration plots were the most popular method of knowledge transfer, followed by printed media, personal interaction, and online media, which were rated at a moderate level and could be further developed to suit the specific context of the producers. Ultimately, the study proposed four proactive development strategies: (1) Enhancing the quality and standards of sea salt production, (2) Strengthening the capacity of the community enterprise, (3) Developing value-added products and branding, and (4) Expanding integrated marketing channels. These strategies aim to promote sustainable development of the salt farming community enterprise in Samut Sakhon Province by comprehensively addressing production, management, and marketing in alignment with the local context.