TITLE:
Supply Chain Analysis of the Production and Marketing of the Marian Plum in the Case of San Khao Farmers, Phitsanulok, Thailand
AUTHORS:
Bhagaporn Watanadumrong, Sujinda Chemsripong
KEYWORDS:
Marian Plum, Marketing, Economic Valuation, Agriculture Community Enterprise
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.9 No.3,
March
31,
2021
ABSTRACT: This research purposes capital analysis related to the marketing system
and supply chain management from costs and returns analysis of the Marian Plum
production of agricultures in the local ridge area by employing the
quantitative approach and having the interviews of 70 members of Ban Bua Sawan community enterprise located in the areas of Noen
Maprang and Wang Thong districts follow the principle of Yamane
(1967) at
95 percent confidence level and not over 5 percent missing values. The results
from the marketing part shows that at present Marian Plum are in highly
demand but the farmers cultivate Marian Plum are not enough to supply market
demand. Marian Plum cultivation should be planned to increase in the production
areas 1500 rai in order to cover the Marian Plum production about 25 Tons per
rai. The direction of supply chain management reflects an increase in both
Marian Plum production and the GAP standard as well as knowledge management
(KM) to develop, collect, grade size selection and packaging ready for domestic
and export standard. The research result of the economic valuation part shows that the farmers have high income and returns, in particular, returns
increase in the fourth-year onwards. The benefit-cost (B/C) ratio of each
Marian Plum tree in this area is about 6.99 - 21.86
which depends on the selling price or the season. Meanwhile, the average
estimation of the B/C of the ridge farmers members’ community enterprise is
about 2.70. The suggestions to the farmers should have household account to get
the real benefit and cost. Moreover, the members of community enterprise should
collaborate the planning and joint marketing to create price negotiation and
market support the Marian Plum products together with the study of plums
breeding which generate high value creations. The knowledge development of
production, species, pest prevention and control should be concerned in order
to increase in the export market.