A case study of Pana coffee company limited on coffee production analysis

Abstract

Pana Coffee Group is a Thai organic coffee manufacturer in Chiang Mai, the northern part of Thailand. Organic Sustainable Value Chain is what they adhere. They handle the organic supply chain from upstream to downstream. They grow seedlings to saplings. They plant the saplings at own lands where the altitude, temperature, and humidity suit well without using any chemical substances, for instance, herbicides, pesticides, and fertilizers. They harvest the coffee once the coffee fruits are ripe. They have the mill which is fully-equipped with cutting-edge and environmental friendly machines to produce organic coffee that is supreme in quality. They also maximize the benefits of raw material. The skin of coffee cherries can be another product for them to sell. The waste from parchment coffee skin can be the fertilizer using in own farms.

Apart from handle this whole supply chain themselves, Pana Coffee also formed up the member group of Project Shade Grower Group to expand their knowledge and know-how of organic coffee business to other Thai coffee growers who are interested in coffee organic farming. They constantly visit the members to update the knowledges and give a feedback on coffee quality. Pana Coffee wants to see the sustainability in environment and coffee industry. This will also help Pana Coffee in terms of lowering the risk of raw material shortage if they are not able to harvest coffee at the amount they target at. They will buy organic parchment coffee from the members of the group.

The objective of this individual study report is to study about the production process of Pana Coffee. The report looks into each process of production, starting from planting, harvesting, and processing. The analysis in each process is conducted by SWOT analysis to find strengths, weaknesses, opportunities, and threats in the production process. The recommendations are made for improvement of the coffee production from upstream to downstream by using TOWS matrix.