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Abstract

The objectives of this study aimed to analyze environmental factor with the five forces model and to develop marketing capability with participatory approach. Samples were randomized and questionnaires were used to collect data with 30 samples under 3food processing community enterprises, i.e., fresh longan producer group, strawberry processor group, and banana processor group. The groups were suggested by government officers in the Department of Agriculture and Community Development Department. It was found that approach strategy was used in the 3 community enterprise groups through product display in other occasions. For competitive factor, production competition was in high level among these community enterprises since consumer demand was also in high level. Moreover, developing marketing capability should cooperate with stakeholders such as community enterprise networks, government and private agencies, contributing to efficient competitive advantage. Furthermore, SWOT analysis was necessary to evaluate marketing competition and was in accord with management of community enterprise networks.

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