Marketing Strategies of Kaew Jao Jom Bakery

Abstract

This qualitative research aims to do SWOT analysis and study marketing mixed strategies (4P) of Kaew Jao Jom Bakery. By using an in-depth interview, data were collected from the key informant, the bakery section chief, and related document.  Results show that strengths of Kaew Jao Jom Bakery are product quality and service, while its weakness is low reputation of the business outside Suan Sunandha Rajabhat University. The study of 4P marketing mix revealed that product strategies are fresh daily made products with varieties. Price strategies are reasonable price for student customers starting from 10 baht.  For place strategies, customers can conveniently purchase products from any 6 shops inside the University that draw customers by freshly baked fragrance.  Lastly, promotion strategies, the bakery uses promotional media, discount, and salespersons to communicate directly to their target consumers.