An adaptation of the goat business throughout the supply chain in the spread of Viral Diseases Corona 2019 in Phra Nakhon Si Ayutthaya Province, Thailand.

Abstract

The spread situation of Viral Disease Corona 2019 in 4th wave (COVID 19), Phra Nakhon Si Ayutthaya province is the highest controlled area. Entrepreneurs throughout the goat supply chain were affected from upstream where production costs were higher. Midstream, gatherers, wholesaler’s restaurant operators who could not normally open the shop. And downstream that refrain from performing religious ceremonies and reduce income affects purchasing power and demand for goats declined. This research article aims 1) to analyze the current goat supply chain situation 2) synthesize an adaptation of the goat business in the spread situation of Viral Disease Corona 2019 case study in Phra Nakhon Si Ayutthaya province. In order for entrepreneurs to survive under uncertain situation (VUCA World) by using in – depth interviews with structured questionnaires that were passed the accuracy and Content Confidence Test (IOC) with entrepreneurs throughout the goat supply chain by choosing a chain sample (Snowball Sampling) of 414 sampling samples. Analyze issues (pain points) by using with Whole supply – demand chain. Descriptive research based on VUCA framework for proposing an adaptation guideline. The results of the study were as follows: 1) Network value chain of meat goats, the main stakeholders of the goat business, divided into 3 main players: (1) live goat collectors or butchered goats outside the area (11.9% income ratio) (2) processors (halal food producers) will bring live goats to the area (5%) and import them outside the area. And (3) entrepreneurs with integrated business (74.3% income ratio) and 2) VUCA World analysis found that Volatility’s demand for meat goat reduce 95% while production costs were increasing 20%, leading to vision processing the meat goat products in line with uncertainty of consumer behavior. The Quantities of consumer demand for products lead to understanding and focusing on strategic business planning, risk management and complexity of the product market to clarify by analyzing the entrepreneurs, products model and ambiguity of the trend consumption of goat products. Entrepreneurs must agility and choose to use tools that suit the personality of entrepreneurs such as Game Theory.