Paper Title :Marketing Strategy Management and Development of OTOP Products SMEs Business: to Compete in the ASEAN of the Community Enterprises in Chumphon Province, Thailand
Author :Toitula Narksakul, Chamni Jaipradidtham
Article Citation :Toitula Narksakul ,Chamni Jaipradidtham ,
(2018 ) " Marketing Strategy Management and Development of OTOP Products SMEs Business: to Compete in the ASEAN of the Community Enterprises in Chumphon Province, Thailand " ,
International Journal of Management and Applied Science (IJMAS) ,
pp. 108-115,
Volume-4,Issue-9
Abstract : This paper presents the management of marketing strategies and the development of OTOP product SMEs
business. To compete in the ASEAN of the community enterprises group in case study Chumphon province, in Thailand. The
objective of this study was to investigate the market conditions and develop an OTOP competition strategy. Qualitative
research was used in this study. The research paper instrument, in-depth interview from entrepreneurs, was used to collect the
data which were analyzed by using PRIMO-F model in the part of the context within an organization. PEST analysis, and
SWOT analysis were used in the external environment of SMEs business. TOWS matrix technique was used in the operation
of market strategic business planning, was used in data determining a measure with the success of the implementation of
strategies. The population for this research was 495 sample entrepreneurs of OTOP. Data were collected by using
questionnaire. Descriptive statistics were used in analysis were percentage and weighted score. The research results found
that strategic marketing mix 4Ps management: such as product, place, promotion and price, respectively. The strategic
marketing of OTOP products management in SMEs had positive effect on competitive advantage in changing economy of the
community products for SMEs business in Chumphon province, Thailand.
Index Terms - Marketing strategy, promotion, management, SMEs business, OTOP products
Type : Research paper
Published : Volume-4,Issue-9
DOIONLINE NO - IJMAS-IRAJ-DOIONLINE-13778
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Published on 2018-12-15 |
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