Assessment of the potential of suitable location and market potential of small and medium enterprises in seafood and fruit processing in the Eastern Economic Corridor and Chanthaburi Province (EEC+1)

Abstract

This research aimed to assess the potential of suitable locations and market potential of small and medium-sized enterprises of seafood and fruit processing groups in the EEC and Chanthaburi Province by using Analysis Hierarchy Process (AHP) for weighting factors and the data were imported into the Geographic Information System to analyze the potential of suitable location for small and medium enterprises. The quantitative research method was also used to assess the market potential of 4P by collecting data from 81 seafood and fruit processing entrepreneurs. For seafood processing industry, it was found that 3,405.34 km² was an area of ​​highly potential and suitable location. In addition, 2,776.60 km² was an area of moderately potential and suitable location. 776.41 km² was an area of lowly potential and suitable location. For the number of entrepreneurs, it was found that 20 entrepreneurs had highly suitable and potential location. Four entrepreneurs had moderately suitable and potential location, and two entrepreneurs had lowly suitable and potential location. The other 4 entrepreneurs’ location was in separated areas. For fruit processing industry, it was found that 6,679.78 km² was an area of ​​highly potential and suitable location. 7,507.54 km² was an area of moderately potential and suitable location. In addition, 5,592.08 km² was an area of lowly potential and suitable location. For the number of entrepreneurs, it was found that there were 61 entrepreneurs in the highly suitable area, 26 in the moderately suitable area and 3 in the lowly suitable area. From the study of market potential (4p), it was found that the product potential of entrepreneurs of seafood and fruit processing groups was at the highest level (  = 4.19), and it was followed by price (  = 3.99). The third was distribution channel (place) (  = 3.05). Finally, promotion was the last (  = 2.99).