The Creation of Distribution Channel, Marketing Activities, and Partnership Networks for Community Enterprises in Thailand Pensri Jaroenwanit1*, Kampanat Siriyota1, and Phaibun Yanakittkul2
1 Faculty of Business Administration and Accountancy, Khonkaen University, Thailand
2 Royal Irrigation Department, Ministry of Agriculture and Cooperatives, Thailand
Abstract
This research aimed to study the creation of distribution channels, marketing activities, and partnership network of community enterprises case studies in Thailand. The qualitative research and participatory action research were used for this study. Data was collected by in-depth interviews, observation, and participatory research from 12 groups of community enterprises which produced agricultural products with traditional technology and knowledge. The results demonstrated as follows: 1) Creation of distribution channels, it was found that the community enterprises should sell their products through exhibitions/booths, direct sales or network marketing, and modern channels such as convenience stores and supermarkets- 2) Creation of marketing activities, it was found that the enterprises should create awareness of their agricultural products through trade shows, seminars, conferences, and social media- 3) Creation of partnership network, it was found that the enterprises should apply the contractual agreement alliance, joint venture alliance, and equity alliance for building more partnership networks. Recommendation from the research results, the community enterprises must keep ongoing activities to exchange trade negotiations with trading partners. Moreover, they should look for the new business partners to expand their markets and potential customers. Simultaneously, the government agencies should help the community enterprises by raising income generation with a policy to support low-interest funding sources and find sustainable markets both inside and outside the country.
Keywords: Distribution channel, Marketing activities, Partnership network, Agricultural products, Community enterprise
