GUIDELINE OF MARKETING MANAGEMENT IN SMALL ENTERPRISE; A CASE STUDY OF TONG HENG KEE LIMITED PARTNERSHIP

Abstract

This research aims to analyze the strength and the weakness for marketing mixed of Tong Heng Kee Limited Partnership, Lampang Province and to advice guideline of marketing mixed for Tong Heng Kee Limited Partnership, Lampang Province. The qualitative research method with case study approach had adopted as research mythology. The three stakeholders of Tong Heng Kee Limited Partnership were the key-informants in this research. The data collection was compiled by relevant literature, participant observation method and In-depth interview. The data analysis was discriminated between categories of information and content analysis. This result shows that the strength and the weakness of marketing management which had conducted the guideline of marketing mixed practice. This research advocated granting solution key suggestions with instruction for upgrading and sustaining for the entrepreneur of Tong Heng Kee Limited Partnership to affect the outcome and accomplish successful marketing management.