This study developed marketing strategies of agricultural products for community
group in Nong Chok, the eastern urban area of Bangkok, Thailand. Structured questionnaire
survey was conducted with an indepth interview from 20 group members during October to
December 2017. A SWOT analysis and TOWS matrix were applied to develop marketing
strategic options. Based on the results of the SWOT analysis, strategies for agricultural product
management were prioritized. The development issues including aggressive strategy, Nong
Chok Community should undertake aggressive marketing by showcasing the branding,
packaging, and labeling of the community producst. For diversification strategy, the community
should encourage young generations to promote the agricultural products via social media, in
order to continue working and developping community products in the future. For turnaround
strategy, the community should concrete evidence development to demonstrate product
properties for planting. For defensive strategy, the community should offer a specific promotion
for a customer who buys a large quantity of product. After discussing on every strategic option,
the group decided to establish a demonstrate planting plot by using their products compared to
competitors. Moreover, they developed infographics to display product ingredients, and
labelled their products with certificate qualification, repacking and re-branding products.
Interestingly, some of them became a speaker, sharing knowledge amongst other agricultural
groups which was a good chance to promote their products to customers.