PEST ANALYSIS ON THE VALUE CHAIN OF PRODUCE FROM GROWER TO MARKET: CHALLENGES AND OPPORTUNITIES

Agriculture serves as the primary means of subsistence for a significant portion of Pakistan\'s population, as well as in several other nations currently engaged in economic development. The process of establishing a marketing system in Pakistan entails various challenges as well as potential opportunities. The implementation of this solution holds the potential to enhance market accessibility, reduce post-harvest losses, and establish connections between rural farmers and a broader customer base. These various factors collectively contribute to enhancing the overall efficiency of agricultural supply chains. The comprehensive supply chain management (SCM) process encompasses a value chain that recognizes and addresses drawbacks, factors related to value addition, and liability factors. This empowers retailers to effectively manage their supply chain. The research encompasses the methodology employed to analyze both traditional markets and larger outlets. The analysis incorporates the Political, Economic, Social, and Technological dimensions to assess the various factors impacting both markets. The findings indicate that the traditional market offers competitive pricing with occasional price fluctuations. However, larger outlets exhibit various factors that contribute to increased price volatility within the system, necessitating a more robust value supply chain. Based on the research findings, it can be concluded that both markets have their own set of advantages and disadvantages.