Developing Strategic Planto Export “KluaiKhaiKamphaengPhet” to AEC Market
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ABSTRACT
The purpose of this research was to set the strategic plan for the marketing of “KluaiKhai KampaengPhet” (Golden Banana) to AEC Market. This research was qualitative and quantitative research. Data collection was done by a questionnaire and indepth - interview conducted with related persons with marketing. The data were analyzed using descriptive statistic and SWOT Matrix. The results revealed that the strength of “KluaiKhai KampaengPhet” (Golden Banana) was the goog fiavor which met the customer’ need and be famous both inside and aboard. The weakness was insufficient products for exporting because of damaged products from the storm. The internal environments were as follows; the opportunity was found that the products were as follows : the opportunity was found that the products were on the demand of both inside and aboard markets. The price was high. It’s taste was unique. The areas was suitable for KluaiKhai planting. Moreover, the government sector promoted more KluaiKhaiplanting and increased production efficiency to reach Good Agricultural Practice Standard (GAP). The threat was found that the product price was set by the middleman. Administrative information data was not good enough. SWOT Analysis could be used to set the export strategies as follows : (1) Offensive Strategy (SO-Strategy) was found that production efficiency for exporting should be increased to meet market’s demand, Roadshow was set for public relation of products and also shown cultural connection. (2) Defensive strategy (WT-strategy) was found that related organization should motivate the agriculturists to plant KluaiKhai (Golden Banana) with supporting of production and marketing. Increasing the price with promoting KluaiKhai (Golden Banana) processing. (3) Preventive Strategy (ST-Strategy) was found that old taste of breed should be developed to be shorten to escape from the storm. KluaiKhai agriculturists should be supported to form their groups. (4) Corrective Strategy (WO-Strategy) was found that KluaiKhai (Golden Banana) production should be developed both the quality and sufficient quantity for market’s needs. Technological production and KluaiKhai (Golden Banana) breed should be improved.
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บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสาร สักทอง : วารสารมนุษยศาสตร์และสังคมศาสตร์ สถาบันวิจัยและพัฒนา มหาวิทยาลับราชภัฏกำแพงเพชร
ข้อคิดเห็นใดๆ ที่ปรากฎในวารสารเป็นวรรณกรรมของผู้เขียนโดยเฉพาะ ซึ่งมหาวิทยาลัยราชภัฏกำแพงเพชรและบรรณาธิการไม่จำเป็นต้องเห็นด้วย
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