Integrating Value Chain Analysis with SWOT Analysis and TOWS Matrix for Strategic Development of Sangyod Rice Community Enterprises in Phatthalung Province
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Abstract
This study aimed to analyze the value chain management of Sangyod rice community enterprises in Phatthalung Province and to develop strategic guidelines by integrating value chain analysis with SWOT analysis and the TOWS matrix to assess both internal and external structural factors. A qualitative research approach was employed. Nine GI-Certified community enterprises were purposively selected, involving 27 key informants. Data were collected through in-depth interviews, focus group discussions, and observations, and analyzed using content analysis with triangulation to ensure credibility. The findings revealed that value creation arises from the interconnection between primary and support activities, particularly raw material quality control, value-added processing, and the use of GI label to create market differentiation. Key strengths include standardized quality control systems and collaborative networks, while major constraints involve limited digital capabilities, insufficient production volume, and an aging membership structure. The TOWS Matrix analysis identified four strategic directions: value upgrading and international market readiness (aggressive strategy); strengthening network resilience and niche markets (competitive strategy); enhancing digital capabilities; and developing health-oriented products (adaptive strategy) and managing supply and packaging risk (defensive strategy). This integration of Value Chain Analysis, SWOT Analysis, and TOWS Matrix provided a systematic understanding of the relationship between internal resources and external pressures, supporting strategic development to enhance long-term competitiveness and sustainability.
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King Mongkut's Agricultural Journal
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