Production and Marketing Strategies of Hen Egg Business in Thailand

Abstract

The objectives of this research were to analyze the strengths, weaknesses, opportunities, and
threats of egg business; and to develop production and marketing strategies for egg business. This was
qualitative research. Primary and secondary data were collected. Primary data came from in-depth interviews
and focus group discussions. Secondary data were from academic information from various sources. The
data analysis was typological analysis, SWOT analysis, and TOWS matrix.
The results showed that SWOT analysis found that the important strength, weakness, opportunity
and threat were farm location in an Agricultural Economics Zone, high cost of production, increasing of
egg consumption according to population and fluctuation of egg prices, respectively. The recommended
strategies for the egg business are: improvement of production following GAP standard, establishment of
a warning system, research and development of egg products, establishment of a fund for developing the
egg business, reengineering of the Egg Board structure and role, producer registration, and promotion of
egg consumption.