Assessing market potential and SWOT-based strategies for Betong chicken in Pattani, Yala, and Narathiwat provinces of southern Thailand

Abstract

This study aimed to evaluate market opportunities and formulate strategic pathways for the sustainable growth of Betong chicken, an indigenous premium poultry breed in southern Thailand known for its distinctive meat quality. Recent declines in the Betong chicken population and productivity have created a supply–demand imbalance, threatening the Betong chicken’s long-term economic viability. Using a mixed-methods design, data were collected from 280 stakeholders—farmers, processors, retailers, and consumers—in Pattani, Yala, and Narathiwat provinces. SWOT and Internal–External (IE) matrix analyses were applied to identify internal strengths and weaknesses and external opportunities and threats. The External Factor Evaluation (EFE) score of 2.773 indicated substantial market potential. In contrast, the Internal Factor Evaluation (IFE) score of 2.477 showed significant constraints in productivity, infrastructure, and knowledge transfer. Recommended strategies include diversifying distribution channels, improving breeding and husbandry practices, and addressing key operational deficits to improve production efficiency and expand market access. The findings emphasize the need for coordinated public-sector investment and stronger farmer networks, with the prioritized integration of veterinary expertise—particularly in nutrition planning and disease prevention—within policy frameworks to support long-term sustainability. This integrated approach can preserve a valuable genetic resource, strengthen rural livelihoods, and promote agribusiness development in Thailand’s southern border provinces.