This study developed marketing strategies of agricultural products for community group in Nong Chok, the eastern urban area of Bangkok, Thailand. Structured questionnaire survey was conducted with an indepth interview from 20 group members during October to December 2017. A SWOT analysis and TOWS matrix were applied to develop marketing strategic options. Based on the results of the SWOT analysis, strategies for agricultural product management were prioritized. The development issues included: for aggressive strategy, Nong Chok Community should undertake aggressive marketing by showcasing the branding, packaging, and labeling of the community producst. For diversification strategy, the community should encourage young generations to involved and to help to promote the agricultural products via social media, in order that they can continue working and developping community products in the future. For turnaround strategy, the community should concrete evidence development to demonstrate product properties for planting. For defensive strategy, the community should offer a specific promotion for a customer who buys a large quantity of product.
About the authors: (SS and PK) Department of Agricultural Development and Resource Management, Faculty of Agricultural Technology, King Mongkut’s Institute of Technology Ladkrabang, Bangkok, Thailand.(SF) Department of Agricultural Management Technology, Faculty of Science and Technology, Phranakhon Rajabhat University, Bangkok, Thailand.
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LAP LAMBERT Academic Publishing
SWOT, marketing strategy, agricultural products, TOWS matrix, Nong Chok
SCIENCE / Horticulture