Business model design and development of Mah Boonkrong Rice brand on online channel

This study examines the soft problems faced by the Mah Boonkrong Rice brand in its transition to the Thai e-commerce market, a challenge common to FMCGcompanies. Issues include high shipping costs, logistical difficulties, competition from platforms like Shopee and Lazada, and balancing traditional and digital sales channels.Additionally, significant platform fees and low brand recognition among younger consumers were identified. Using the Soft Systems Methodology (SSM), the studyengaged stakeholders, created visual models, and defined objectives to address these challenges. Key solutions involved optimizing logistics, enhancing digital marketing, and integrating sales channels. The Mah Boonkrong Rice brand developed strategic actions, including digital marketing campaigns, platform utilization, logistics optimization, and CRM programs. By implementing these strategies, the brand aims to leverage traditionalstrengths and capitalize on new digital opportunities for sustainable growth.