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Black and white sesame seeds were roasted and caramel was prepared. All ingredients were mixed together in
prescribed proportions, put in molds to be in desired shape, and dried in a cabinet tray dryer for 30 hours. After
being removed from the heat, the mixture was allowed to cool. Finally, the product was put in plastic packages.
The target market mainly consisted of consumers in the 20- to 34-year old age range. The total market value in the
two provinces, namely Songkhla and Satun, was about 5,873,480 Baht. Phakkut Rungruang Farm Women Group
had a total market share of about 685,890 Baht, accounting for 12% of this product line. The market for the
product was not very competitive and rather small. With such a niche market, the manufacturer did little
advertising for its products. In addition, many other products could be used as a substitute for the cereal bar.
Therefore, consumer interest was drawn to products which were more easily available and at lower prices. At the
same time, the potential of Phakkut Rungruang Farm Women Group was rather small. Despite its advantages in
having at hand certain types of raw materials, the group had to face several constraints such as limited financial
resources, inadequate equipment and facilities and especially lack of qualified production staff while there were
also severe limitation to market penetration.
Keywords : cereal bar, market development, value added
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