The research project which has the following objectives: 1) To study situation of Production and Marketing Cooperative 2) To study Potential and limitations of cooperatives and strategy with TOWS MATRIX 3) To study type of operations and guidelines to Development the sufficiency economy philosophy of cooperatives and 4) To study general information, and consumer behavior and marketing mix factors affecting consumer purchase coffee.
As a result, Strengths of cooperatives, such as having enough material. Management is transparent. Product of the Co OTOP 5 Star certified, the least. mark John Ha Lan etc. Weakness, the lack of a marketer. Less working capital and distribution channels are less so. Opportunity, raw materials used in production come from members of the cooperative is not the shortage of raw materials. Treat, Other costs are expensive Strategy with TOW MATRIX ; 1) Promote the cooperatives for the leader in performance. The sufficiency economy philosophy. 2) Support from the government to increase product value 3) Support to coffee farmers and expand the cooperative members 4) To get support from government agencies and private To expand the market.
Type of operations and guidelines to Development the sufficiency economy philosophy of cooperatives.: Modesty, The use of raw materials locally. Rationality; Promote continue growing coffee for farmer. Immunity; Promote members to save money to the fund known. Terms of knowledge; Training knowledge continuously. Moral terms; the scholarship for children of members.
Guidelines to Development the sufficiency economy philosophy of cooperatives; Reducing expenditures increased revenue, Savings, Line of life, The conservation and use of resources and the environment, the generosity.