Sasin Student, a New-Generation Entrepreneur, Builds Local Opportunities with a Sustainability Mindset 

Today, investors worldwide prioritize developing and enhancing businesses with a sustainable approach, focusing on ESG (Environment, Social, and Governance) principles. This model values responsible business practices across three core dimensions: environmental stewardship, social responsibility, and organizational governance. 

In ESG, the Environment aspect considers environmental impact, Social emphasizes managing relationships and communication with employees, suppliers, customers, and stakeholders, while Governance promotes effective, transparent, and accountable organizational management. Adopting ESG helps build credibility by reflecting a business’s commitment to stakeholders and sustainable growth. 

Mr. Trai Praditpong, Executive MBA 2023 Student 

Trai Praditpong, currently enrolled in the Executive MBA program at Sasin School of Management, Chulalongkorn University, also serves as the General Manager of Praditpong Motors Co., Ltd. in Surat Thani. He shares, “Our family business has been a Yamaha motorcycle dealership in Surat Thani for over 50 years, with 13 branches across the province, including on Koh Samui, Koh Phangan, and Koh Tao. We’re also the sole distributor in Thailand authorized to sell all Yamaha products, from small motorcycles to big bikes, jet skis, and marine engines.” 

In his role, Trai oversees sales, marketing, after-sales service, and parts management. Starting by learning each department’s operations from his parents’ team, he gradually assumed full management responsibility and has now been involved for over eight years. His focus on local employees, who understand the area’s market well, and on fostering teamwork, has significantly contributed to the company’s success. 

Challenges of Continuing a Family Business  

“Taking over the family business is a major challenge, especially as I originally studied architecture at Chulalongkorn University. Managing a business with a large workforce required extensive hands-on learning and proving my capability to long-time staff who worked with my parents.” Trai explained. 

Outlook on the Motorcycle Industry in Thailand and Asia 

Trai believes that the motorcycle industry will remain stable as transportation is essential and motorcycles are a practical choice for locals. While economic uncertainty may cause temporary slowdowns, he expects the industry to recover in the long run. However, emerging technologies could impact future travel patterns and the industry itself. 

A New Food Venture 

In addition to his family business, Trai and his brother recently started a food business in Surat Thani, where they noticed the abundance of high-quality local ingredients like oysters, black crabs, and river prawns, often shipped to Bangkok but rarely enjoyed by locals. To address this, they launched a fine dining restaurant, Synth, to offer premium local ingredients to the community. The restaurant integrates ESG principles throughout its processes, from sustainable sourcing of ingredients—consistently purchasing from locals at fair prices—to waste management and community support, providing locals with a sustainable income. Diners, both residents and tourists, enjoy fresh, high-quality local ingredients. 

Advice for New Entrepreneurs   

Trai said that “My advice for new entrepreneurs is to build unique value and a brand that reflects their individuality. Developing a business with an authentic identity will sustain it over time. With today’s rapidly changing technology, creating distinction and self-value is key to competing in a highly competitive market.” 

Keys to Business Success 

To ensure steady and sustainable growth, Trai emphasizes understanding the local market and the diverse needs of customers in different areas. For example, rural motorcycle use may differ from urban use, and product offerings should match each customer type. This approach extends to his restaurant, which focuses on quality ingredients and excellent after-sales service, building customer trust and satisfaction over time. 

Sasin School of Management Experience  

Trai concluded by saying, “Studying at Sasin has given me insights into business from perspectives I hadn’t encountered before, as my background is in design. Learning from professors and classmates from various industries has allowed me to apply these insights to my businesses. Meeting classmates from different professions also provides me with invaluable knowledge directly from their experiences, which has been extremely beneficial in developing my business.”  

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