THE COMPETITIVE CONTEXT OF DURIAN BUSINESS OF EASTERN AGRICULTURAL COOPERATIVES

Abstract

The objectives of the research project on the Competitive Context of Durian Business of Eastern Agricultural Cooperatives are to examine the business climate and competitiveness of farmers operating in these cooperatives. Using chain sampling, ten farmers or those engaged in the production and distribution of durian within the Eastern Agricultural Cooperative served as key informants. In-depth interviews were the research technique used during this study. There was some structure to the interview. The information gathered has been put to use with content analysis. The study's findings indicated that the environmental factors of farmers who operate durian businesses in the Eastern Agricultural Cooperatives were at a high level in terms of Industry rivalry, Threat of new entry, Bargaining power of customers, and Bargaining power of suppliers. The only factor that was found to be at a low level was the Threat of substitute products or services. Thai durian possesses a sustainable competitive advantage in terms of reputation, image, and competitiveness. The quality and safety of the produce, as well as the research and development of GI durian, can provide a transient competitive advantage. However, there is a competitive disadvantage associated with the transportation of durian across the boundary.