DEVELOPMENT OF PRODUCT AND MARKET STRATEGY FOR BAN KAO LAME COMMUNITY ENTERPRISE, NAKHONSAWAN PROVINCE

Abstract

This research has been conducted with the purpose of studying the potential of product, product packing, and product labels development, as well as making market strategy plan for Ban Kao Lam Community Enterprise in Nakhonsawan Province. Information was collected by in-depth interview of related entrepreneurial group, and by soliciting opinions from consumers regarding products of Ban Kao Lam Community Enterprise in Nakhonsawan Province. Results of the research revealed that in general, opinions of consumers over products, product packing, and product labels were at a high level. The strategy of marketing plan for Ban Kao Lam Community Enterprise in Nakhonsawan Province consisted of: Active strategy which are: 1) Frequent participation in product exhibition fairs., 2) Seeking cooperation with the public sector and universities in order to develop products for “Modern Trade“, 3) Expansion of business in the fields of “Spa” and “Hotel” business, and 4) Development on marketing operation 4.0 through Social Media and Digital Marketing.Strategy for improvement are: 1) Improvement on product packing, product logo, as well as increasing the diversity of packing forms, 2) Building of “Brand online” through Social Media. 3) Develop potential of personnel, so as to be able to meet with the demand of the market. Strategy in term of prevention: 1) Conducting of study on the demand of consumers as well as product strategy of “Modern Trade”, and 2) Making development on new products in order to meet and to be compatible with the demand of the market. As for strategy in term of coping with the present situation, it would be to promote more study on this matter and making study tours, providing occasions for experience exchange to personnel.