Blue Swimming Crab Supply Chain Analysis for Guidelines Developing a Marketing Strategy for Bandon Bay Fisheries A Case Study of Local Fishery Groups in Chaiya District, Surat Thani Province.

Abstract

The objectives of this research were to: 1) study the blue swimming crab supply chain system in Ban Don Bay, using a case study of a local fishing group, 2) examine the competitive environment for processed food products from blue swimming crab meat, and 3) identify approaches for developing marketing strategies for processed food products from blue swimming crab meat. This qualitative research collected data through in-depth interviews and focus group discussions with 15 stakeholders in the blue swimming crab processed product supply chain of the Chaiya District fishing community. The findings revealed that the blue swimming crab supply chain consists of three levels: upstream (local fishermen and local crab piers), midstream (enterprise groups responsible for crab processing), and downstream (distribution through physical stores and online channels to end consumers). The competitive environment analysis identified strengths such as high-quality raw materials, freshness due to proximity to raw material sources, and distinctive taste. Weaknesses included personnel lacking business management and marketing skills, and uncertainty in raw material quantity. Opportunities included Ban Don Bay's reputation as a tourist destination and famous fishing area. Barriers included lack of continuous government support, numerous competitors, and marine environmental issues affecting blue swimming crab resources. The marketing strategy development approaches comprised six strategies: 1) communicating the identity of local fishing practices through packaging labels, 2) developing personnel skills and knowledge in management and online marketing, 3) establishing standardized product formulations, 4) conducting marketing promotions in collaboration with government agencies, 5) developing product standards to obtain FDA certification, and 6) enhancing the supply chain of processed blue swimming crab meat products, developing unique new products, and utilizing existing resources efficiently.