SWOT analysis and marketing strategies development of agricultural products for community group in Nong Chok, Bangkok, Thailand
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Abstract
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 including 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 promote the agricultural products via social media, in order to 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. After discussing on every strategic option, the group decided to establish a demonstrate planting plot by using their products compared to competitors. Moreover, they developed infographics to display product ingredients, and labelled their products with certificate qualification, repacking and re-branding products. Interestingly, some of them became a speaker, sharing knowledge amongst other agricultural groups which was a good chance to promote their products to customers.
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