Marketing management strategy for Tubtim Siam pomelo according to the geographic indication in Nakhon Si Thammarat Province

Abstract

This research is qualitative methods research which has research objectives to (1)Describe the current situation and problems in marketing management of Tubtim Siam pomelo according to geographic indication in Nakhon Si Thammarat Province. (2) Guidelines for solving marketing management problems for Pomelo Tubtim Siam pomelo according to geographic indication in Nakhon Si Thammarat Province. (3) present marketing management strategies for Tubtim Siam Pomelo according to geographic indication in Nakhon Si Thammarat Province. There are methods for conducting research. The in-depth interviews were divided into 4 groups: Group 1: Group of Siam Ruby Pomelo business operators with experience in operating the Siam Ruby Pomelo business. (according to the geographic indication) of Nakhon Si Thammarat Province. Group 2 is a group of small farmers who grow Ruby Siam pomelos. (according to geographic indication) only of Nakhon Si Thammarat Province, Group 3, Tubtim Siam Pomelo Business Entrepreneurs (according to the geographic indication) of Nakhon Si Thammarat Province and are small farmers who grow Siam Ruby pomelos and Group 4 (government agencies) consists of academics with related duties. The results of the research found that (1) the current situation Tubtim Siam pomelo, poor price, high price competition Farmers are expanding their cultivation areas. It is a plant that generates more income per area than other plants. But pomelo cannot be produced according to export grade standards (high price) because weather conditions and the environment affect the yield, such as frequent rain, causing pomelos to develop canker disease. Makes the skin unattractive according to GAP standards (2) Using the 4 P's marketing mix to solve the problem, including allowing the government sector to play a role in setting the average price or controlling the price or supporting the price because the Siam Ruby Pomelo has a problem, namely the price. Too cheap When Pomelo Tubtim Siam Produce is released at the same time (oranges overflow in the market), resulting in losses for farmers. From being underpriced by middlemen (3) Growth strategy (SO) Strengths: It is a local plant (according to the geographic indication) with a unique GI fruit that is high in nutrients. Generates higher income for farmers than other crops grown in the area. Weaknesses: Has the right to receive a GI certificate. The quality of the soil has deteriorated. The cost of cultivation is high. Farmers lack knowledge in cultivation and production. Opportunity: Foreign markets still demand for Ruby Siam pomelos with certificates (GI) and production according to standards (GAP) as a result. Wood is linked to traditional beliefs and values. It is a grassroots economic crop in the Pak Phanang District area. And the value of Tubtim Siam pomelos in the market is high, resulting in high prices. Government agencies support farmers in opening markets both domestically and abroad, including knowledge and technology support for farmers. Obstacles: Geographic conditions affect the cultivation and production of Ruby Siam pomelos to meet GAP quality standards, such as floods, droughts, epidemics, and rainstorms. There are substitute products available in regions within the country when fruits are in season. There are substitute products from foreign countries or nearby countries that affect the price of Siam Ruby Pomelo in the destination market. There are international trade laws to control exports. There is a GI certificate of Som O Tubtim Siam. There are more and more new entrepreneurs entering the market to trade Siam Ruby Pomelos every year. Tubtim Siam pomelos were stolen from the trees. Tubtim Siam pomelos that are not export grade will fail the market when they are in season.