ENHANCING THE MARKETING CAPACITY OF COMMUNITY ENTERPRISES THROUGH EMPOWERMENT BY THE PRIVATE SECTOR: A CASE STUDY OF BAN BANG TAEN ORGANIC GROUP

Abstract

This study aims to examine the problems and needs related to enhancing the marketing capacity of the Sustainable Organic Agriculture Community Enterprise in Ban Bang Taen. It analyzes the marketing potential of both the community and the private sector and proposes empowerment strategies to support the community’s ability to achieve long-term self-reliance. The research is grounded in the concepts of empowerment, Creating Shared Value, and dynamic capabilities, and adopts a qualitative case study methodology. Data were collected from 38 purposively selected participants, including community members and representatives from the TCP business group, using in-depth interviews, observation, and document analysis. Inductive content analysis was conducted, along with triangulation and member checking for credibility. The findings reveal that the community lacks knowledge in modern marketing, brand development, and digital channels. However, it possesses strengths in product identity, internal cooperation, and readiness to learn. These can be enhanced through private sector engagement, particularly from the TCP group, which has expertise in brand strategy, market analysis, and distribution networks. The research led to the development of the “BANGTAEN-EMPOWER” model, comprising eight strategic components such as knowledge transfer, co-marketing, and mentorship. These strategies align with the Creating Shared Value concept by utilizing private sector resources to strengthen communities. The study concludes that while external support is vital in the early stages, overdependence may hinder sustainability. Therefore, long-term collaborative mechanisms should be designed to build internal capacity for community-led marketing.