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This research aims to study the supply chain of Sangyod Mueang Phatthalung Rice and analyze Sangyod Mueang Phatthalung Rice’s upstream supply chain using SCOR model. Research data was collected from two groups of research population: The first group consisted of 7 Sangyod
Mueang Phatthalung Rice assemblers who were in-depth interviewed by the researchers. The second group consisted of 69 Sangyod Mueang Phatthalung Rice farmers who provided data by responding to a questionnaire sent by the researchers.
The research findings are as follows: The upstream supply chain of Sangyod Mueang Phatthalung Rice consists of the farmers who produce the paddy. Then in the midstream supply chain the paddy from farmers is collected by the assemblers and sent to the mills for hulling into rice. After that, in the downstream supply chain the rice will be distributed to the wholesalers and retailers for sale under their own brand names by the assemblers. The upstream supply chain analysis results under the dimension of each function of SCOR model are as follows: 1) In the planning process, it is found that farmers cannot estimate the annual yield of the paddy because the yield is fluctuated depending on natural disaster. Moreover, the farmers do not know the demand of assemblers. 2) In the procurement process, it is found that the farmers cannot produce
high-purity rice seeds in sufficient quantity. 3) In the production process, it is found that the farmers do not have information on characteristics of rice that the consumers desire which resulted in they being unable to control the quality of Sangyod Mueang Phatthalung Rice. Additionally, many
paddy fields have been flooded which affect the quality and quantity of the rice. 4) In the delivery process, it is found that farmers have to shoulder high delivery cost because they have to hire the delivery trucks and pay for delivery laborers themselves resulting in higher production cost. 5) In the return process, it is found that there is no problem for this process because the assemblers will buy all paddies at different prices based on their quality. Based on the results, the following recommendations are provided: 1) the farmers should know all information both in terms of quality and quantity of the rice that the consumers need in order to specify production guideline for production of higher quality rice that can get higher selling price; in this case the assemblers can be the information providers; and 2) in order to develop the potential of the supply chain of Sangyod Mueang Phatthalung Rice, all stakeholders should develop the best practice guidelines for upstream, midstream, and downstream supply chains in order to be the same guideline for production of the rice with quality that the customers need.
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