THE BUSINESS MANAGEMENT MODEL FOR COSMETIC INDUSTRY TO LEAD THE CREATION OF BRAND

Abstract

The objectives of this article were 1) to study the components of the business management in the cosmetic industry to lead to brand building and            2) to develop a business management model in the cosmetic industry to lead to brand building. The research method of this study is the mixed method from combining qualitative and quantitative research methods altogether. Qualitative data was obtained from in-depth interviews of 28 entrepreneurs, managers and experts. The tools used were semi-structured in-depth interviews and focus groups form, content analysis was used. Quantitative data was gathered from the 326 business owners, executives’ managers, and department heads. The tool used in quantitative research was developed questionnaire and the statistical computer software was used to acquire the arithmetic mean, the standard deviation, and the exploratory factor analysis The results of the research found that 1) The components of business management in the cosmetic industry to lead to brand building consisted of 3 aspects and 12 components, which were divided into 1.1 Management with 4 components. 1.2 Brand building with theory. 4 components of marketing mix and 1.3 Factors affecting the success of cosmetic business management, 4 components 2) The results of the development of business management model in the cosmetic industry to lead to brand building. Business management in the cosmetic industry to lead brand building. Experts have suggested and have adjusted the various components to only 9 elements, consisting of 2 aspects, 9 elements, which were divided into 2.1 Production management with 6 elements, consisting of strategic planning, organizational leaders, human resource management. Production standards and controls Customer Response, Ethics and 2.2 Marketing Management with 3 components, product identity, pricing, communication and distribution.