Development of Potential in Value-Added Marketing Strategy Management and Application for Durian Agro-Community Enterprise in Deep South Provinces
Abstract
The purposes of this study were to develop a management system for increasing the competitiveness of Yala’s agro-community enterprises, and to develop the potential of agro-community enterprises by adding value to the market share of durian via application of the concept of integration through the supply chain and value chain. The methodology followed a participatory action research approach with a sample group consisting of three durian-related enterprises, namely the Community Enterprise of Ban Batoo Puteh Quality Development, Yala Agricultural Marketing Co-Operative Limited, and the Fruit Processing Group of the community enterprise in Bannang Sata district. Data were collected via interview and group discussion, while data analysis involved data explanation and description. The results revealed that the development of a management system for adding to the competitiveness of Yala’s agro-community enterprises consists of the development of organizational structure, the member system, and a development plan management system. It was also found that the development of the potential of agro-community enterprise relates to adding value to the market share of durian by applying the concept of integration through the supply chain and value chain. This consisted of product development, marketing strategies, enhancing management efficiency, and building networks.
References
Bhisalbutra, P. (2018). The Strategy of Community Enterprise Management in Prachinburi Province. Electronic Journal of Open and Distance Innovative Learning. 8(1) 105-120.
Chinnaphong, P. (2019). Potentiality of Community Enterprises Development Model Which Affects the Success of Tourism – Based Community Enterprises. Dusit Thani College Journal. 13(2), 83-100.
Chumkaew, J. (2015). Coaching strategy for creating the excellence work performance. WMS Journal of Management, 5(2), 60-66.
Kraisanti, K. and Kumsri, R. (2016). Potential Development of Community Enterprise Suchawadee in Prik, Sadao District, Songkhla. Songkhla: Hatyai University.
Noknoi, C. et al. (2015). A Value Chain Analysis of Five-Star-Rated One Tambon One
Product Fabric Enterprises in Phatthalung and Songkhla Provinces. Modern Management Journal. 13(2), 1-12.
Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. Hoboken. NJ: John Wiley & Sons, Inc.
Peerasak Worrachat. (2018). Factors Influencing the Strength of Community Enterprises Management in Surin Province. Journal of Politics, Administration and Law, Faculty of Political Science and Law, Burapha University. 10(2) 285- 310.
Phonil, S. and Wongsarsri, P. (2011). Knowledge Management Guidelines for Development towards Sustainability of Community Enterprises in the North-East of Thailand. Bangkok: Graduate School of Suan Dusit Rajabhat University.
Saengchai, S. (2019). Strategy Management. Retrieved from http://www.elfhs.ssru.ac.th/sakapas_sa/
Seantong, N. (2008). Kla Plianpleamg. Bangkok: Se-Education.
Saisaka, M. et al. (2018). The Development of The Social Enterprises in Fruit Administration According to The Ethical Economics. Bangkok: The Thailand Research Fund.
Sangayothin, T. (2017). Success Factors of Community Enterprise Operation. Journal of Graduate School of Commerce-Burapha Review. 12(2), 11-12.
Songkhla Provincial Agricultural Extension and Development 5, Department of Agricultural Extension. (2019). Situation of Production, Flowering, Fruiting and Yield Distribution of Longkong in 2019. Songkhla: Songkhla Provincial Agricultural Extension and Development 5.
Songmuang, J. et al. (2017). The Effectivness of HISBAH Process by Community to build the Participation in Improvement of Quality’s Islamic Studies: Case Study in Community of Kalisa, Rangae District, Narathiwat Province. Academic Services Journal, Prince of Songkla University. 28(2), 80-88.
Sriphong, C. et al. (2016). Developing the fourth Royal Thai Army Housewives’s small and Micro Community Enterprise in the Southernmost Provinces. Yala : Yala Rajabhat University.
Worrachat, P. (2018). Factors Influencing the Strength of Community Enterprises Management in Surin Province. Journal of Politics, Administration and La, Faculty of Political Science and Law, Burapha University. 10(2) 285- 310.
