KEY ELEMENTS IN DEVELOPING MARKETING POTENTIAL OF OTOP PRODUCTS IN THE AEC MARKET
The purpose of this project was to study the key elements in developing marketing potential of OTOP products in the AEC market. This was a qualitative research. The instruments used for this research were in-depth interview, observation and documentary study. The target group was OTOP entrepreneurs who bring their products to sell in the AEC market.
The result revealed that the key elements in developing marketing potential for entrepreneurs to bring products to sell in the AEC market were that the entrepreneurs must study consumers behavior from each of the AEC countries because each country has its own culture and different attitude affecting the selection of products to be sold in each market, and also the entrepreneurs must adjust the marketing mix (4 Ps} including the product, price, place, and promotion to fit the need of each country’s consumers behavior. As well as, taking the principle of 4M into consideration in the operation including man, money, materials, and management methods especially in capital management used in business and operation process that lead to the ability to market products in AEC countries. This is because selling products abroad, costs are higher than domestic exhibitions. Aside from that in some markets, entrepreneurs will experience language problems of which require human resource management that can help explains the details of the sale, the part that must be employed as an interpreter during the sale and in the search for dealers for after the sale is completed.
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