SUPPLY CHAIN MANAGEMENT OF SMALL-SCALE RICE PRODUCER: THE CASE STUDY OF PRODUCING FARMERS IN CENTRAL REGION

Abstract

The objectives of this research are to study the management model of the supply chain of the entire rice supply chain structure, to study the supply chain and the obstacles and the solutions to different problems from rice producers in the central region of Thailand and to provide information on the successful supply chain management of the rice in central region to develop further other farmers' groups.

From the study, it was found that the cost capital for producing rice was 12-26 bath/kilogram. The most common problem was the external factor of the weather. The other problems are from water shortage, pest, weed, public and private sector support, and the rising of farmers. The structure and activity of a successful supply chain of central rice producers in Central Region indicated that farmers were involved in every activities of the supply chain from cultivation, processing process, and distribution process, as a result the farmers can set their own prices. The solutions are to plan the planting at the right time, grouping together within a group of farmer, and a good customer service affects customer retention and expansion of new customer base.