Thammasat Business School and other organisations collaborate on Sugi business case challenge

PTT Public Company Limited has collaborated with the Department of Fisheries, Ministry of Agriculture and Cooperatives, and Thammasat Business School, Thammasat University to set up the “Sugi Business Case Challenge for Sugi Model” project in order to allow university’s students to exercise their creativities and develop the marketing model for the Cobia fish to be one of the key drivers for the new economic aquatic animals in Thailand.

Associate Professor Dr Ruth Banomyong, Dean of Thammasat Business School, Thammasat University, reveals that the faculty’s crucial policy is to build student’s potential and knowledge from practical projects as well as theories in order to gain good development in marketing.

In terms of the “Sugi Business Case Challenge” project, Cobia fish is regarded as a new economic fish because of its properties. Therefore, if there is a proper marketing plan to create brand awareness and goods quality, it will support the economy of Thailand’s fishery industry and make Thai food famous in the future.

Ms Nuchanath Chandrawuttikorn, Assistant Dean for Academic Affairs, Thammasat Business School, Thammasat University, and “Sugi Business Case Challenge” project’s Administrator, says, “This project is the result of the collaboration of three organizations. PTT Public Company Limited is promoting and coordinating all sectors. The Department of Fisheries, Ministry of Agriculture and Cooperatives supports the project in terms of fishery knowledge.”

“Thammasat Business School, Thammasat University, as an academic institution, gives support in terms of marketing development as the university believes that Cobia fish is the future of the country’s economy.” The competition is to search for talented students nationwide to get a chance to work with PTT Public Company Limited. Meanwhile, the competition is also to find a business model for further development for future use. This competition is one of the few platforms that offer a budget for students. The entire process of the competition, including shortlisting the winner, will be finished within March 2021.

When the final winner is selected, they will have a short visit to a fish cage at Phuket in order to see the link between the marketing strategy and the farmer side. All marketing plans will be reviewed and improved by PTT’s booster team before the real operation.

This competition will prepare students to be ready for the new world, where time is a crucial resource. Moreover, the market test period in the
competition allows students to think outside the box in terms of business matters.

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