THAI ENTREPRENEUR’S OPINION ON MARKETING MIX STRATEGY FOR ORGANIC RICE
Keywords:
Marketing mix strategy, Entrepreneur, organic riceAbstract
The purpose of this paper is to investigate how the Thai entrepreneurs formulate marketing mix strategies for organic rice products. In total, 13 entrepreneurs from 6 regions in Thailand were interviewed. The findings were that product strategies created by the entrepreneurs in the northern, northeast, and eastern regions focused on getting certification for product quality. Whist, the entrepreneurs in the central and western regions emphasized brand creation of their products. The entrepreneurs in the southern region focused on information disclosure of their production process.
With regards to pricing strategies, the entrepreneurs in the northern and eastern regions have 2 different opinions: 1) They set the price for organic rice products should be higher than ordinary rice products, and 2) The price for organic rice products should be the same asordinary rice products because it would be easier to sell the products. However, the entrepreneurs in the central, northeast, western and southern are asset up the samep rice for both organic and ordinary rice products.
In response to placement strategies, the entrepreneurs in northern, northeast, central, eastern and western regions commonly distributed their organic rice products to supermarkets, such as Tops Supermarket, Villa Market, Food Land. Nevertheless, the entrepreneurs in the southern region distributed their products to the cooperative system.
Finally, with regards to promotion strategies, the entrepreneurs in the northern, northeast, central, eastern and western regions used their website or webpage to communicate to customers. Whilst, the entrepreneurs in the southern areapaid more attention on the membership card program.
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