CHILLY’S SUPPLY CHAIN MANAGEMENT STRATEGIES FOR CHILLY FARMERS CAREER DEVELOPMENT IN NAKORN RATCHASIMA PROVINCE
DOI:
https://doi.org/10.14456/nrru-rdi.2021.71Keywords:
Strategy, Supply chain, Chili occupationAbstract
The objectives of the study in developing the chili industry in Nakhon Ratchasima province in order to grow sustainably were to 1) explore the connections between the production and chili market from the upstream, midstream to downstream level, 2) study the chili’s production and market potential, and 3) establish chili supply chain management strategies. Data were collected from 300 farmers by using simple random sampling. Research tools were notes, semi-structured open interview, survey, and a 5-point scale evaluation were used. All the instruments were validated by the experts in the fields for content and construct validity and reliability. The results were as follows 0.91, 0.89, 0.86, 0.91 and 0.90, collected on plantations, markets, and agencies. Descriptive statistics were employed in this study: means and standard deviations. All the data were used to create strategies with TOWS Matrix. The results showed the upstream level consisted of entrepreneurs overlooking production factors and chili farmers. The midstream level was the mediator including local middlemen, retailers, agents, wholesalers, and exporters. The downstream level connected to the consumers were local, provincial, and national market. This level had the highest production potential and high market potential with 21 issues of the chilly supply chain management strategies. Creating a network that connected the produce to the processing of chili products was a guarantee that the products that was produced could be sold. There were firm markets for buying chili peppers with no problem of oversupply including getting a fair price for buying chili.
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