Supply Chain Management Model and Marketing Model of Safe Vegetables for Farmers in Mae Chaem District, Chiang Mai Province

Abstract

          The objective of this research was to develop a supply chain management model and marketing model of safe vegetable for farmers in Mae Chaem District, Chiang Mai Province.  This research study combines methods for data collection. The research tools are in-depth interview and survey. 

          The results show that: the traditional supply chain management model of safe vegetable to these three phases. 1) In the initial management, They lacked  systematic planning. 2) In the middle phase of management, Vegetables were lacked quality check before being sold.  3) In the final phase of management, They lacked systematic distribution. The traditional marketing model as follow 1) Product, Vegetables were not standard weight. 2) Price, Vegetables sold in bundles of 10 baht each. 3) Distribution, They distributed in Mae Chaem District market.    4) Promotion, They went to event and public relations.

          Market’s demands that consumers and corporate clients in Mae Chaem District such as the most customer bought seasonal local vegetables and willing to buy vegetables from them. 

          The supply chain management model suitable for farmers should be applied to improve these three phases. 1) In the initial management, the farmers are connection and proper group establishment. They also have effective plans on farming.  2) In the middle phase of management, Vegetables were preliminary check before being sold. 3) In the final phase of management, farmers should distribute vegetable products according to the needs of customers.  The marketing model suitable for farmers should be consider the customer’s demands with the marketing mixed as follows 1) Product,  produce according to market’s demands.  2) Price, determined by Earth Safe. 3) Distribution, such as using direct channels and using indirect channels for vegetable shops in Mae Chaem District market.      4) Promotion, used public relations and sales promotions.