Impact of Marketing Strategy on Production of Organic Rice in Oriental Mindoro

The growth in the production of organic rice creates a more complex challenge for marketing which involves strategy. The objectives of this study are to determine the factors that affects the marketing strategy of organic rice producers by means of SWOT (strengths, Weaknesses, Opportunities and Threats) analysis. Understanding the existing marketing strategies of organic producers will help the stake holders, authorities, and producers to identify the gaps and be able to come up with an applicable strategy. It provides an awareness on the current status, conditions and future of the organic rice agriculture. Qualitative research design has been applied to gain in-depth understanding on the internal and external environment of organic production which affects the performance of the certified organic rice farmers in the province of Oriental Mindoro. Primary data was collected through surveys and personal interview with the key person and owner of the organic farm and review of related documents, publications and previous studies has been utilized to distinguish and search the current issues and concerns involves with the internal and external environment of organic agriculture. Respondents composed of two organizations of the
pioneer certified organic farmers with OCCP (Organic Certification Center of the Philippines) certification. Weighted SWOT (strength, weaknesses, opportunities and treats) analysis is used to analyze the impact and importance of the factors that affects the marketing of organic rice. Results shown that
external factors extremely influence the marketing of organic rice. While internal factors have a significant impact on the production of organic rice. Moreover, the strength and opportunities factors of organic rice production were significantly governing the weakness and threats. The implication of the strategic
evaluation is disseminated into the internal and external situation wherein recommended program and project be implemented to strengthen the market of organic rice in the province.

Keywords – Organic production, producers, marketing strategy, (SWOT) analysis