MARKETING PROMOTION GUIDELINES FOR BAN BUENG WOMEN COMMUNITY ENTERPRISE, TAMBON BAN BUENG, AMPHOE BAN KHA, RATCHABURI
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Abstract
The purposes of this research are to study the problems of marketing promotion of the Ban Bueng Women Community Enterprise Group, Ban Bueng dub-district, Ban Kha district, Ratchaburi province, and to study guidelines for development of the marketing promotion of Ban Bueng Women Community Enterprise Group, Ban Bueng dub-district, Ban Kha district, Ratchaburi province. The researcher used qualitative research methodology. The key research informant group consisted of 17 leaders and members of the Ban Bueng Women Community Enterprise Group, and other people involved in the development of Ban Bueng Women Community Enterprise, all of whom were purposively selected. The employed data collecting instrument was an in-depth interview form. Data was analyzed using the content analysis method and SWOT analysis.
The results are as follows: The members of Ban Bueng Women Community Enterprise Group, Ban Bueng Sub-district, Ban Kha District, Ratchaburi province comprise about 27 households. The main occupation is cultivating Pattavia pineapples. The strengths of the group are its leadership potential and systematic management, the existing supports for members to cooperate and participate in setting guidelines and operational targets, and the analysis of problems, obstacles, and the improvement and development of the products and the operation of the group. On the other hand, the main weakness of the group was identified as the lack of continuous public relations for marketing promotion, and the group members’ lack of knowledge on marketing promotion and the use of technology. As for the guidelines for development of marketing promotion, the group should focus on the participation of members in the operation, and the government sector should create the body of knowledge on marketing for members of the community enterprise, whether it is the ways of thinking or the use of technology or online social media.
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