| Author | Kirana Praimanee |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | Thailand stands in the leading position in export cut tropical orchid and the second rank in export pot plant orchid worldwide. With the increasing in the demand of orchid and the leading position make Thailand has an opportunity to gain in this market. In addition, Thai Government also aims the growth opportunity of this market and they set the export goal up to baht 10,000 million within year 2016.
In Thai market, orchids have been cultivated by growers but exported by intermediaries. This make Thai orchid growers gain small portion of revenue out of its selling price. Value chain analysis has been applied to find the inefficiency within Thai orchid value chain. Implementing cooperatives from great collaboration among orchid growers is the best way to solve all the problems and leads to increase Thai growers’ value as consequence.
This study is focus on strategy to increase the bottom line to Thai orchid growers especially smallholder producers and also give further suggestions to Thai government to reach its export goal within the year 2016. |
| Year | 2011 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Winai Wongsurawat; |
| Examination Committee(s) | Sununta Siengthai;Dimmitt, Nicholas J. ; |
| Scholarship Donor(s) | Royal Thai Government ; |