Developing product quality and identity of the coffee brand of Doi Chang community enterprise group.

Abstract

This article has objectives to: 1) develop marketing activities of Doi Chang
Coffee, Doi Chang Coffee Community Enterprise Group, Mae Suai District, Chiang Rai
province, 2. promote marketing activities of Doi Chang Coffee, Doi Chang Coffee
Community Enterprise Group, Mae Suai District, Chiang Rai Province and 3. to enhance
marketing activities of Doi Chang Coffee, Doi Chang Coffee Community Enterprise Group,
Mae Suai District, Chiang Rai Province. This is the qualitative research and collected data
with the tools called document and interviewing. The research result found that;
1) development of the marketing activities of Doi Chang Coffee, Doi Chang
Coffee Community Enterprise Group, Mae Suai District, Chiang Rai province was as follows;
Doi Chang Coffee has developed marketing activities and sales channels for both domestic
and international markets. The average of 30%:70%. According to the Ministry of
Commerce, Doi Chang Coffee was one of the largest coffee exporters in Thailand and
at present was able to produce coffee to meet the premium market at least 1,000
tons per year. There were more than 200 branches in the country, both in the
franchise system and partner coffee shops and with more than 50 branches abroad
such as Canada, England, South Korea, Singapore, Malaysia, Laos, Cambodia and
Myanmar, etc. and if able to achieve the set action plan for the next 5 years, Doi
Chang Coffee would be able to add many jobs and incomes for coffee farmers.
2) The promotion of marketing activities of Doi Chang Coffee, Doi Chang Coffee
Community Enterprise Group, Mae Suai District, Chiang Rai Province by having promotional
activity of “Coffee Route”, visiting world-class coffee producing regions Doi Chang Coffee
Plantation in Chiang Rai. Also able to experience the way of life of the coffee
plantation hill tribes with the beautiful nature that perfectly blended on Doi Chang
and see the coffee cultivation, harvesting, meticulously selected including roasting
coffee beans processes before becoming fragrant Doi Chang coffee another premium
coffee brand in the world. And
3) the enhancement of marketing activities of Doi Chang Coffee, Doi Chang
Coffee Community Enterprise Group, Mae Suai District, Chiang Rai Province found that Doi
Chang tourism activities was upgraded like high quality coffee plantation area with
360 degree views such as viewing of winter flower and fruit plantations, tasting of
arabica coffee holy well, Viewpoint up on Doi Chang by making brochure, calendar
and animation, to put into the application in order to make people know more of Doi
Chang coffee.