A Model of Thai Agricultural Co-Operative Product Development and Marketing for Niche Markets
Keywords:
rice, product development, agricultural co-operatives, niche marketsAbstract
This article focused on Thai agricultural co-operative product development and marketing for niche markets. Based upon practical experience at Phak Hai Agricultural Co-Operative Ltd., and using branding strategies and niche marketing concept, “On-Wan rice product development model was developed. The “On-Wan Rice Brand” was successfully distributed in niche markets, such as hospital patients, elderly people, and health – concerned people in both traditional and modern marketing channels.
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Toojinda, Theerayut and Lanceras-Siangliw Jonaliza (2013). “Advancing Thailand’s rice Agriculture through molecular breeding”. Asia Pacific New, April 2013, 40-43.
Thilmany, Dawn (2012). What are niche markets? What advantages do they offer?.Assessment and Strategy Development for Agriculture
Von Braun, J. (2008). Poverty, climate change, rising food prices and the small farmers. International Fund for Agricultural Development. Rome: IFPRI
World Bank Group (2013). Implement agriculture for development. World Bank group agriculture action plan: 2013-2015. [Online] Available from: http://www.worldbank.org/ard (Access date 1 May 2015).
Borris H. and Kreith (2013). Agricultural Issues Center, University of California (updated June 2013 by Diane Huntrods). AgMRC, Iowa State University. Agricultural Marketing Resource Center. [Online] Available at http://www.agmrc.org/commodities__products/vegetables/spinachprofile/ Created February 2006 and updated June 2013. (Access date 1 May 2015).
Thompson, Craig J.; Aric Rindfleisch and Zeynep Arsel (2006). “Emotional branding and the strategic value of the dapple ganger brand image”. Journal of Marketing. Vol. 70. January:50-64.
Holt, Douglas B. (2003). “Brand and Branding”. Harvard Business School: 1-12.
Foreign Agriculture Service (2015). Production supply and distribution. [Online]. Available from: http:// www.fas.usda.gov (Access date 3 March 2015).
Ortmann, G. F. and King, R. P. (2006). Small-scale farmers in South Africa: Can agricultural Co-operatives facilitate access to input and product markets? Twin Cities.
Hardesty, S.D. (1992). Agricultural Co-operatives as effective marketers of value-added products. Center for Co-operatives, University of California, No.4,
Suwandee, Senee et al (2013). “Creativity, innovation and development of novel products in Co-operative sector Thailand”. Procedia Social and Behavioral Science. 88, 2013:28-36.
Ferris, Shaun. (2012). A guideline to rapid market appraisal (RMA) for agricultural products. The International Centre for Tropical Agriculture (CIAT). Catholic Relief Services and Helvetas. September.
Clayton, Soplie (2010). Scuba rice: breeding flood tolerance into Asia’s local mega rice varieties. International Rice Research Institute, 2010:1-6.
Toojinda, Theerayut and Lanceras-Siangliw Jonaliza (2013). “Advancing Thailand’s rice Agriculture through molecular breeding”. Asia Pacific New, April 2013, 40-43.
Thilmany, Dawn (2012). What are niche markets? What advantages do they offer?.Assessment and Strategy Development for Agriculture
Von Braun, J. (2008). Poverty, climate change, rising food prices and the small farmers. International Fund for Agricultural Development. Rome: IFPRI
World Bank Group (2013). Implement agriculture for development. World Bank group agriculture action plan: 2013-2015. [Online] Available from: http://www.worldbank.org/ard (Access date 1 May 2015).
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Published
2017-10-31
How to Cite
Rakkarn, S., Ratanamaneichat, C., Suwandee, S., & Nakrungrueng, W. (2017). A Model of Thai Agricultural Co-Operative Product Development and Marketing for Niche Markets. KASEM BUNDIT JOURNAL, 18(October), 1–10. Retrieved from https://so04.tci-thaijo.org/index.php/jkbu/article/view/101591
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Research articles
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