Competitive Development Strategy of Community Enterprise for Cocoa Processing Group in Ratchaburi Province

Abstract

     This research aimed to: 1) analyze the strengths, weaknesses, opportunities, and threats of the cocoa processing community enterprises in Ratchaburi province; and 2) analyze and determine the competitive strategies for these enterprises. A qualitative research methodology was employed. There were 6 key informants. The specific selection method uses semi-structured interviews with in-depth interviews, and focus group discussions. Problems and obstacles are then analyzed using SWOT analysis and TOWS matrix. The analysis is summarized using grouping and categorizing methods, and extracting important process data using content analysis.
     The study found that the group's strengths are group unity, production cost control, and the unique taste of high-quality cocoa grown using sustainable agricultural methods. The weaknesses are that the brand is still unknown, as well as a lack of capital and modern technology. There are opportunities from government agencies to promote community enterprise groups and sustainable agriculture along with the health trend and acceptance of community products. Threats include high competition, economic downturns, and ever-changing consumer preferences. Competitive strategies are offensive strategies, corrective strategies, preventive strategies, and defensive strategies. Three strategies can be defined: community enterprise operation strategies, partnership strategies between community enterprises and community members, and partnership strategies between community enterprises and the government sector.