Case Study #1

Towards Sustainability in Thailand’s Floting Markets:

The Case of Amphawa

Submitted By:

Kenneth Moreno | Angela Genegaling

Khyla May Antonio | Charisse jayne Agulan |

PCBA 119

Submitted to:

Ramil Paolo B. Salamat, MBA

Professor

Date:

November 4, 2022
I. TIME CONTEXT:
As of today, Mr. Krit Methawee, the Director of the Chaipattana Foundation, is intending
to extend and add more platforms in the Amphawa. During planning, he had difficulties
in developing an effective strategic strategy for the project.

II. VIEWPOINT:

Mr. Krit Methawee, Director of the Amphawa Chaipattananurak Project

III. V-M-V STATEMENT:

Vision: to share the experience with the next generation while preserving the originality
of the Amphawa, from its architecture to its way of life.

Mission: To provide a learning space and knowledge-sharing platform in order to create a

sustainable business market environment that also supports community culture.

Values:
- Integrity - we cherish our customers' confidence.
- Respect - we value and appreciate various civilizations.
- Sustainability - We worry about the future and make sure that everything we do is
sustainable.

IV. STATEMENT OF THE PROBLEM:

How will Mr. Krit Methawee, the director of the Amphawa Chaipattananurak Project,
create an efficient strategic plan for his sustainable business environment project that will
also be able to address other specific issues, such as marketing, skill development,
economies of scale and scope, rapid growth, language barriers, human resource
 development of young staff members, and inadequacy of budget for mass promotion and
information dissemination?

V. STATEMENT OF OBJECTIVES:
Short Term:
- Create an effective strategy plan for a long-term company market.
- To improve speaking and comprehension abilities in the forging language.
- Addressing the issue of insufficient funding for mass promotion and information
distribution.

Long Term:
- To continue employing economies of scale and scope tactics for more efficient
production.
- Constantly train new staff members to be the future generation of merchants and craft
creators.

VI. SWOT ANALYSIS:

Strenghts:
• Aim-oriented: They had a specific goal in mind for the outcome of their strategy, which
was to make Amphawa recognized for its genuineness.
• Since the Amphawa community is made up of Thai people, there will be a lot of
authentic Thai products available for purchase, allowing consumers and visitors to enjoy
a variety of Thai goods in one location.

Weakness:
• Transportation: Tourist bus management has the potential to decrease encroachment and
harmful influence on the historic fabric.
• Limited hours of operation; weekends are their sole days of operation.
• Limited space for new sellers - Some vendors won't be able to set up shop at the
Amphawa Market since there isn't enough room for new stalls to be built.

Opportunities:
 • Potential new investors - Because there are so many visitors, there may be new investors
who can support the growth of the neighborhood.
• Promotion of the neighborhood - By providing a wide variety of goods at the
marketplace, locals may educate visitors about their way of life.
• Distinctive Tourism Attractions - Distinctive tourist attractions in the neighborhood will
attract more visitors because it will be a novel experience for them.

Threats:
• New Trends - Rapid shift in trends that influences the community's authenticity.
• Youth interest shifts - Future employees and owners might quickly alter their paths in
life, affecting the next generation of Amphawa floating market.
• Technological changes- The quick change of technology that may alter the interests of
customers, since customers currently demand convenience above experience.

VII. ALTERNATIVE COURSES OF ACTION

1. It would be great to see it preserved and added onto as a museum. A space where people
can come and learn about the history of Thailand. This could be an opportunity for the
Thais to share their culture with other countries in a positive way, which will also
preserve Thai traditions. One way to preserve these traditions would be to add an
additional palace or space where different kinds of tourists in Amphawa could explore
more and preserve their tradition by showcasing to the tourist their beliefs and customs.

2. In order to attract visitors to visit the Amphawa community and not only on weekends,
the Amphawa community needs to develop a plan for how to attract visitors on
weekdays. They need to talk with the whole community about the project and determine
what would be an appropriate course of action. The Amphawa community needs to
determine what is the best way for them to attract visitors on weekdays. One possibility is
that they can hold events that are unique to their community and make them stand out
from other communities in Bangkok. Another possibility is that they can take advantage
of their location by taking trips on boats through the river or even just walking around.
Lastly, one possible idea would be that they could hold some sort of event where people
can learn more about the history of their area and how it became what it is today.
3. Think about unique products that can be only showcased in Amphawa. An Exclusive
product or service that might attract the tourist to visit Amphawa. The bamboo rafting is
a very unique experience that can only be enjoyed amidst the sound of flowing water
amid the beautiful scenery of waterfalls and natural pools across the river. It's also an
activity where you can see how traditional Thai people live, making use of all their
resources and skills to transport goods from one place to another.

4. The government of Thailand has plans to build a bridge connecting the mainland to
Amphawa Island so that tourists can easily visit this floating market without using boats
or bridges as an alternative. This will certainly attract more visitors and make the floating
markets more successful, especially during weekends when people have time on hand to
spare them from work or school.

VIII.ANALYSIS OF ALTERNATIVES
1ST ACA ANALYSIS:
ADVANTAGES:
• The advantages of adding a preserved museum to the floating market in Amphawa
is that it will help to preserve and protect the culture of the community. It also
helps to promote tourism because tourists can visit the museum, which will help
them to understand more about the local community.
• Another advantage is that it will help to improve the quality of life for everyone in
Amphawa, especially for those who live in remote areas.
• It will be a source of income for the floating market
• It will provide more space for activities and marketing of products, which are
often sold in the floating market.
• The museum would attract visitors, especially tourists who have interest in Thai
culture and history, which would also increase revenue from renting out rooms at
hotels near the museum, as well as other businesses around it.
• It can provide education to the public about the importance of preserving
traditional arts and crafts.
 • It can serve as a meeting place for local people who want to learn more about their
heritage.
• It can be used as an information center for tourists so they know what they are
looking at before they buy souvenirs or try to sell them on the street
• By providing information about local culture and traditions, it helps preserve the
culture that has been lost with modernization.
• It can help promote tourism in Thailand by promoting unique Thai cultural
experiences through tours and workshops with local artists, craftspeople and
experts on traditional Thai arts and crafts (such as silk painting or wood carving).

DISADVANTAGES:

• The disadvantages of adding a preserved museum to the floating market in

Amphawa is that it will take up space that could be used by traders or vendors
who sell other goods such as food or clothing. Another disadvantage is that if there
are too many visitors, it could cause traffic congestion on both sides of the river,
which would interfere with work activities and transportation on both sides of the
river.
• The biggest disadvantage of adding a preserved museum in Amphawa Floating
Market is that the floating market will become very crowded.
• people who are interested in buying souvenirs will no longer go to the floating
market to buy souvenirs because they don't want to get stuck in traffic jams or
crowded places.
• The cost of construction, the cost of maintenance, repair and renovation, the cost
to provide electricity, water, gas and other utilities, the cost to provide security and
transportation facilities, the risk involved in the operation of such a project.

2ND ACA ANALYSIS:

ADVANTAGES
• It is a relaxing way to spend time.
• It is an environmentally friendly activity because it does not use fossil fuels and
pollutes the atmosphere with harmful gases produced by vehicles that travel on
land .
 • It is a fun way to meet new friends who share similar interests in life and develop
friendships with them over time .
• You can choose where you want to go on your boat ride so you can explore
different places around the riverbank area or venture into deeper parts of the river
itself where there may be dangerous currents or other obstacles that would prevent
you from continuing your trip further downstream
• it gives us the opportunity to experience nature without disturbing it. It also gives
us a chance to enjoy the view of the river, which is beautiful and peaceful at any
time of the day.
• The most important advantage of this trip is that it is a unique experience. It is not
only the difference between walking, but also the feeling you will get when you
enter a floating market. You can see many kinds of goods on display and even
taste food or drink as well.

DISADVANTAGES
• Amphawa Floating Market because there are not many boats that go there, so we
had to search for a long time before we found one. As for the price of the boat, it
was very expensive but if we take it from there directly to Phuket town, its price
becomes cheaper than staying on a boat for 30 minutes in Phuket town.
• There are disadvantages that may occur when taking trips on boats through the
river. The main disadvantage is that if you are not careful with your equipment, it
can be damaged easily by fire or floodwater.
• Another disadvantage is that if you do not know how to swim, then you might
drown because there will be no one there to rescue you.

3RD ACA ANALYSIS:

ADVANTAGES
• Bamboo rafting is an adventure sport that provides fun and relaxation. It is a great
way to spend quality time with the family, friends or colleagues. In fact, it is
mostly preferred by tourists and adventure lovers because it offers an escape from
everyday life stresses.
• The best part about bamboo rafting is that it allows you to enjoy the nature while
having fun at the same time. Thus, you can do this activity anywhere you want and
whenever you have time.
 • You can go to a place where you never have been before, and enjoy the beauty of
nature.
• You get to interact with the local people, who are often very kind and friendly.
• You can experience an unusual environment and see how locals live in their
community.
• Because the rafts are not made from metal, they do not require any maintenance,
so they last longer than regular rubber boats. In addition, bamboo is waterproof
and resistant to rot; therefore, it does not deteriorate easily under bad weather
conditions such as strong rainstorms or floods!
• Bamboo rafting is ideal for children because it does not require any special skills
or experience; anyone can join in on the fun!
• Bamboo rafting can be done in a variety of locations, including wetland areas,
riverbanks and other natural habitats where water flows easily through the area
allowing for easy river travel.

4TH ACA ANALYSIS:

ADVANTAGES
• The traffic congestion on the main road will also be reduced as it will not be
necessary to take a boat or bus to get to Amphawa Island anymore.
• It will also reduce the use of public transportation because people can easily reach
Amphawa Island from their home using their own cars.
• The construction of a bridge connecting the mainland to Amphawa Island will
increase the number of visitors to the floating market.
• Construction of a bridge connecting mainland and Amphawa Island will make it
easier for tourists to visit Amphawa Floating Market because they do not need
boats or bridges anymore in order to get there.
• The construction of a bridge connecting the mainland and Amphawa Island will
allow visitors to reach the floating market with ease and comfort.
• It will be a great experience for tourists who want to visit the floating market
without using boats or bridges as an alternative.
• The bridge will be built in a narrow area, so it is less likely to be damaged by
strong winds and waves
 DISADVANTAGES
• It will cost more money for building such a bridge because it needs to be elevated
above sea level and needs to be reinforced with steel beams underneath so that it
can withstand any flood conditions.
• Also, it would mean that we need more land which means that we need more
space which means that we need more trees which means that we need more water
which means that we need more plants.
• The essence of the floating market in Amphawa could be lost because the bridge is
already there.

IX. DECISION STATEMENT

The proponents after a thorough deliberation selected ACA no. 2 which is to think of a
project that will attract a lot of visitors by making the community standout from other
community in Bangkok, take advantage of their location by taking trips on boats through the
river, hold some sort of event where people can learn more about the history of their area that
will help Krit Methawee to established a good plan to make Amphawa better than ever! The
floating market is an important part of Amphawa's economy because it allows people to spend
time with their families while doing something fun and relaxing. It also helps them learn more
about the history of the area because they can get a better understanding of how it became what it
is today by going on a boat ride through the river. In order to attract tourists, Amphawa must
make itself a place that is unique and different from other places in Bangkok. The community
can do this by hosting events or even holding festivals. By doing this, they will be able to attract
tourists because they will want to visit a place that is different from any other place in Bangkok.

Amphawa has many things that make it special such as its location near the Chao Phraya
River and its historical significance as an important trading center during the Ayutthaya period.
In addition, there are many places around the area where people can spend time with their
families while doing something fun and relaxing such as going on a boat ride through the river or
walking along some of the streets within Amphawa.
 X. IMPLEMENTATION PLAN
Amphawa is a small community in Bangkok. It has a low density of population, good
accessibility and amenities. Amphawa has a lot of potential but it is still lagging behind other
communities in Bangkok.
• Community Based Approach: This will be implemented by forming a community-based
team that will include representatives from all levels of the community – residents,
business owners, community leaders and non-government organizations (NGOs). This
team will be responsible for developing a plan that can address the issues faced by the
community. They will work closely with government officials who are responsible for
implementing policies aimed at improving people's lives within their boundaries.
• Improve Services: The government must improve its services such as cleanliness and
health care so that they can attract more people into their jurisdiction. They must also
improve their transportation system so that people have easy access to their destinations,
both within and outside Amphawa's boundaries.
• Increase Investment: The government must invest more money into infrastructure
projects so that they could improve their quality of life even further. They should also
look at ways on how they can attract more tourists into their town by being innovative
and active on trends.
• provide free shuttle bus service from Amphawa Pier to Tha Chang Pier and back every
day (subject to availability). The bus ride would take about 30 minutes and would be very
convenient for tourists who want to visit Amphawa but do not want to walk all the way
there.
• the tourism development strategy of Amphawa will be implemented by making a boat
trip through the river, which is one of the main tourist destinations of Amphawa. This
strategy is expected to generate more tourists and increase revenue for the town.
• The marketing and promotion strategy includes advertising with signs that are
strategically placed at important locations in order to attract visitors. Furthermore, there
will be advertisements on social media platforms such as Facebook, Twitter, Instagram
and YouTube to promote tourism development in Amphawa through these channels.
• Education is another part of this strategy, which focuses on educating people about how
they can visit Amphawa through the riverboat ride or other means like walking along the
riverbank or taking a ferry boat across the river from Myanmar side to Thailand side. In
addition, we would like to educate people about different types of water sports activities
 that can be enjoyed at Amphawa during their stay here such as canoeing, kayaking and
others.

XI. BUSINESS LESSONS LEARNED

• The word sustainable in this case means the business should be able to sustain itself
through time, which means it must first be profitable and then continue to be profitable. If
a business is not profitable, then there will be no money left to support the maintenance
and development of the business. Therefore, sustainability is also about ensuring that a
business has enough money to maintain itself and grow. This is what I think we need for
sustainable businesses: clean water, clean air, and other resources which are necessary for
life. For example, if you take away one person from an island who produces food for
everyone in the community, how would they survive without him? That’s why we need to
make sure our businesses are sustainable so they can continue producing more food or
other products for us in order for us to survive.
• Innovation is always important for the business. The need to be better for everything not
only in the community but also to tourists traveling in one particular place. The tourism
industry is growing rapidly, which means more people are visiting different places around
the world. There are so many places where they can go and see different things to
improve their knowledge about the travel industry. Innovation is needed in the tourism
industry because it gives them an opportunity to improve their business and make it better
than what it used to be. It also helps them to get more customers who will want to visit
their establishment again therefore increasing profits for them. This can also lead to new
ideas about how they can attract more customers in the future by improving their services
or products that they sell.
• You should always be flexible because there are so many things that can happen at any
moment, so you must be able to deal with all those changes and still keep your customers
happy. You must remember that if your customers don't like something, they will ask for
something else instead of buying your products and this could end up causing a lot of
problems for your own business as well as yours as well as theirs and theirs again etcetera
but if you do everything right from day one then things will go smoothly
•