DEVELOPING LINKAGES IN PRODUCTION AND MARKETING OF HAM YEN ORANGE

The study investigated and evaluated the status of linkage relationships in the production and marketing of Tuyen Quang province's Ham Yen Orange, in Vietnam. The survey results of 60 orange-growers show that the percentage of households participating in linkage relationships is still low, the forms of association are still simple and not tight. A survey of 30 orange businesses also shows that the linkage between actors involved in the marketing of Ham Yen Orange is still loose. The forms of buying and selling transactions are mainly oral agreements. There are few constraints on the responsibilities of parties involved in the product supply chain. Business involves many risks and uncertainties. High rate of damaged and lost products. Prices and sales volume are unstable and unsustainable. The SWOT analysis shows that there are many advantages and opportunities for developing linkages in production and marketing of Ham Yen Orange. But besides that, there are many difficulties and challenges that need to be solved. On the basis of the assessment of the situation and SWOT analysis, the study has proposed solutions for each actor in order to strengthen the linkage relationships in the production and marketing of Tuyen Quang province's Ham Yen Orange.