DEVELOPING VALUE CHAIN MANAGEMENT OF COMMUNITY BUSINESS PROCESSING MULBERRY PRODUCTS IN YALA, THAILAND

Abstract

This research aims to 1) study the value chain management of mulberry processing community businesses in Yala, Thailand and 2) develop a mulberry processing community business in the province according to the value chain management model. Data were collected through group interviews and focus group discussions. Interviews were conducted with five group leaders, and development efforts were undertaken with four members of the selected group. The research also involved interviews with five marketing intermediaries, observations, and the distribution of questionnaires to 100 sample consumers using convenience sampling. Content analysis was employed to analyze qualitative data, while descriptive statistics were utilized for quantitative data analysis. The findings revealed that members are responsible for purchasing raw materials and delivering goods themselves. Most of them sell their products through marketing intermediaries. Members also handle income and expense accounts while continuously enhancing the production skills of group members. The development of the value chain focuses on enhancing the efficiency of all value chain activities, with particular emphasis on production, marketing and sales, and human resource management activities. Following the development initiatives, the group experienced a 25 percent increase in income and attracted more customers, particularly through online sales channels such as Facebook. The group also streamlined its internal business processes. Furthermore, group members acquired online marketing skills and expanded their product range to include items like mulberry buns and mulberry juice mixed with dates. However, group members need to maintain vigilance and continually refine their activities within the business value chain.