Enhancement of Enterprises with Marketing Strategies for Safe Food Production

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Bussakorn Khumhome
Supakanya Juntarukka
Phurich Nanthasen


The purposes of this research were to develop marketing strategies for U-Place Hotel restaurant and Basin restaurant to be a safe food restaurants and to implement marketing strategies for safe food. Market research before developing strategies collected data from 400 consumers who used to purchase cooked food. The sample was selected based on firstly, the quota sampling method for each restaurant and secondly, convenience sampling. The data analysis uses descriptive and T-test. The analysis was also carried out for business environment analysis by using PEST Analysis and SWOT Analysis. Strategy development uses TOWS Matrix. The research results illustrated that product is the most important factor for cooked food purchasing decisions. Marketing strategy development and implementation of both restaurants are as follows food sanitation training, uniform standards-setting for employees, accreditation of Clean Food Good Taste certificate, utilizing safe vegetables for cooking, outstanding packaging design, online marketing using Facebook and Line, and offers food delivery services. In conclusion, this research developed effective marketing strategies which enhance restaurants’ competitive advantages.


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Khumhome, B., Juntarukka, S., & Nanthasen, P. (2022). Enhancement of Enterprises with Marketing Strategies for Safe Food Production. Rajapark Journal, 16(46), 279–296. Retrieved from https://so05.tci-thaijo.org/index.php/RJPJ/article/view/255957
Research Article


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