| Author | Siriporn Promdee |
| Call Number | AIT RSPR no.SM-05-89 |
| Subject(s) | Tangerine--Marketing--Thailand--Talaad Thai
|
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-05-89 |
| Abstract | Of all fruits produced in Thailand, Som Khieo Wan stands out in term of an economic
domestic fruit. Although, there is large amount of Som Khieo Wan produced during its
season, it rarely has selling problems compared to other fruits. However, marketing of
Som Khieo Wan has not yet been studied in order to understand its market behaviors and
situation as well as its challenges.
This study of a tangerine wholesale market in Thailand sheds light on the middlemen
behaviors and marketing process of tangerine trading within that market. Observing of
its marketing channels provides several alternatives on distribution channels of tangerine
farmers. In this study, marketing margins have also been investigated which illustrates
proportion of two compositions: marketing cost and profit. Challenges of production
and marketing are identified which help middlemen and farmers to recognize, protect,
and find solutions for existing and upcoming problems. In addition, competitive situation
is analyzed to gauge the intensity of rivalry in the tangerine market. Finally, conclusion
and recommendations are provided. |
| Year | 2005 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-05-89 |
| 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) | Sununta Siengthai |
| Examination Committee(s) | Dimmitt, Nicholas J.;
Singha Chiamsiri |
| Scholarship Donor(s) | Royal Thai Government
(Fellowship) |
| Degree | Research report (M.Sc.) - Asian Institute of Technology, 2005 |