KKBS Students Triumph in ‘Mitrmart NEW GEN CHALLENGE 2026’ Business Plan Competition Their innovative concept aims to transform traditional local grocery stores into modern retail outlets.

12 March 2026
14:05

The Faculty of Business Administration and Accountancy, Khon Kaen University, in collaboration with CP Axtra Public Company Limited, the operator of Makro, organised the “Mitrmart NEW GEN CHALLENGE 2026” business plan competition. The competition was held as part of the “16th Shohuay Trade Fair” from 26 February to 1 March 2026, at the Khon Kaen International Convention and Exhibition Centre (KICE). The project aimed to provide a platform for the new generation (NEW GEN) to present creative business ideas (NEW IDEA) for developing a new model of local grocery stores, known as “shohuay,” under the theme “Mitrmart New Gen.” The concepts were required to be viable for real-world business implementation, encompassing sales, management, and profitability.

(ตัวแทนนักศึกษาทีม “เฮง เฮง เฮง” นำเสนอผลงานต่อประธานและผู้จัดงานตลาดนัดโชห่วย ครั้งที่ 16)

(ร้านมิตรมาร์ท เฮง เฮง เฮง โดยนักศึกษาทีม “เฮง เฮง เฮง”)

(ผู้ช่วยศาสตราจารย์ ดร.พงษ์สุทธิ พื้นแสน คณบดีคณะบริหารธุรกิจและการบัญชี พร้อมด้วยผู้บริหารคณะฯ และ นายเจษฎางค์ สิงห์คุ้ม ประธานการจัดงานตลาดนัดโชห่วย เยี่ยมชมร้านมิตรมาร์ทของนักศึกษา)

Assistant Professor Pongsutti Phuensane, Ph.D., Dean of the Faculty of Business Administration and Accountancy, remarked, “This project is designed to encourage students to learn from the real-world experiences of a large private corporation. They have the opportunity to plan and manage a business in a context that closely mirrors actual situations, which benefits both the students and the community. It is a project that truly enables students to learn by doing.”

The competition emphasised experiential learning, requiring participants to present a comprehensive business plan covering both Marketing Strategy and Retail Strategy for the management of the “Mitrmart” store. This model store, centrally located within the event area, was unique as it was the only retailer permitted to sell products of all brands and categories. This provided contestants with a realistic environment to test their business planning and management skills, while also helping to raise awareness and modernise the image of the “shohuay” business for a younger audience.

Over 60 teams from the Faculty of Business Administration and Accountancy, Khon Kaen University, participated in the competition, with five finalist teams selected for the final round. The awards were presented by Assistant Professor Pongsutti Phuensane, Ph.D., Dean of the Faculty of Business Administration and Accountancy, alongside Narissara Palusuk, Ph.D., Associate Dean for Student Development and Corporate Image; Chichaya Leruksa, Ph.D., Assistant Dean for International Relations; and Mr. Jesadang Singkhum, Chairman of the Shohuay Trade Fair. The competition results were as follows:

(นักศึกษาทีม “เฮง เฮง เฮง”)

First Prize Winner: Team “Heng Heng Heng,” third-year students from the Bachelor of Business Administration programme in Digital Entrepreneurship and Marketing Technology (Marketing Technology major), received a cash prize of 30,000 THB, 10,000 Makro Pro Points, a private workshop on retail business and its ecosystem with the “Mitr Tae Shohuay” team, and funding of over 500,000 THB to launch a Mitrmart at KICE. All profits from sales will serve as an educational fund for the winning team. Team members included: Ms. Chananyakorn Jampi, Ms. Thamonwan Songwichian, Ms. Nongnaphat Sikheaw, Ms. Jeeranan Phiwphong, Ms. Wimonsiri Bunhuat, and Ms. Wilasinee Rattanatham.

(นักศึกษาทีม “พ่อครับผมอยากเป็นมิสแกรนด์”)

Runner-Up: Team “Dad, I want to be Miss Grand,” third-year students from the same programme, received a cash prize of 20,000 THB and 5,000 Makro Pro Points. Team members were: Ms. Krittiya Khampila, Mr. Pisittipong Narongchai, Mr. Yutthakan Wongsuwan, Ms. Jadesirin Kaewkam, Mr. Theppharat Singsutham, and Ms. Laura Khutnee.

Honourable Mentions: Three teams received an honourable mention, each awarded 10,000 THB and 5,000 Makro Pro Points.

(นักศึกษาทีม “MITR AND GREED!”)

Team “MITR AND GREED!”: Comprising students from the B.B.A. in Digital Entrepreneurship and Marketing Technology and the Bachelor of Accountancy programmes. Members: Ms. Thanyarat Phattaraphankul, Ms. Aphinyaporn Ruttho, Mr. Akkarachai Chatchawan, Ms. Thanthip Nakkam, Mr. Chayanon Akkho, and Ms. Punyanuch Bangwiset.

(นักศึกษาทีม “Makro Pro Max 2TB”)

Team “Makro Pro Max 2TB”: Consisting of students from the B.B.A. in Digital Entrepreneurship and Marketing Technology and the Bachelor of Accountancy programmes. Members: Ms. Tassanee Manomai, Ms. Nantiya Salard, Ms. Rattanakorn Ketpimol, Ms. Thitiworada Kinra, Mr. Nipitphon Phimchan, and Mr. Kittiwit Chadeedorn.

(นักศึกษาทีม “ดีลดีโปรแม็ค”)

Team “Deal Dee Pro Mac”: Including students from the B.B.A. in Digital Entrepreneurship and Marketing Technology, the B.B.A. in Tourism Innovation Management, and the Bachelor of Accountancy programmes. Members: Ms. Kunsatri Pilakul, Ms. Yasumin Ruangnut, Ms. Ratchadaporn Nabklang, Ms. Patcharee Pimwan, Ms. Amonwong Chaichana, and Ms. Phanwadee Saensuk.

(ร้าน ICE BAR BY Event Station จากนักศึกษาหลักสูตรบริหารธุรกิจบัณฑิต สาขาวิชาการจัดการธุรกิจบริการและอีเว้นท์)

In addition to the competition, the 16th Shohuay Trade Fair also featured the creative “ICE BAR BY Event Station,” a booth designed and operated by students from the Bachelor of Business Administration programme in Service and Event Business Management. Located in the Snow Ville zone, the booth’s striking ice-themed design and innovative drink menu attracted continuous interest and left a memorable impression on attendees.

Participation in the 16th Shohuay Trade Fair served as a vital platform for students to apply their knowledge of business administration, marketing, and retail in a real-world setting. Through business plan presentations and creative showcases, they demonstrated their ability to integrate service management, event organisation, and consumer experience creation. This involvement enhanced their strategic thinking, teamwork, and business pitching skills, aligning with the mission of the Faculty of Business Administration and Accountancy to produce capable graduates who are ready to drive innovation and contribute to the nation’s business development.

News/Photos: Borphat Pilaphan