Value Chain and Guidelines for Increasing the Value of Kamphaeng Phet Banana for the Entrepreneurs in the Mor Kluai Khai Market

Abstract

This research investigated the value chain and guidelines for increasing the value of Kamphaeng Phet banana for the entrepreneurs in the Mor Kluai Khai market. The tools used in this study were interview forms that were structured to correspond to the value chain concept. The data acquired were checked for reliability by triangulation technique. The qualitative data were analyzed by using content analysis. The findings reveal that there are three activities in the value chain that add values to processed Kamphaeng Phet banana products, i.e. inbound logistics, outbound logistics, and sales. Logistics is influenced by the efficient transportation systems resulting in reducing the damage of raw materials and processed products. As for sales, they are influenced by various distribution channels and differences of product categories. However, other activities of the value chain are not able to add value to Kamphaeng Phet banana, such as the operations that use underlying technology and the productions regardless of supply, resulting in a large amount of inventory of products. Furthermore, the group of entrepreneurs still lack the awareness to creating after-sales service and the support activities are inefficient.