BRAND DEVELOPMENT STRATEGY FOR AGRICULTURAL MACHINERY INDUSTRY IN THAILAND

Abstract

The objectives of this research article were to 1) brand development strategies for agricultural machinery manufacturing industry in Thailand and           2) guidelines for brand development strategies for agricultural machinery manufacturing industry in Thailand. It is a qualitative research. The tool used was an interview form by key informants, which were divided into 4 groups: A group of executives and academics with experience in the agricultural machinery industry in Thailand and a group of farmers who use agricultural machinery in Thailand. total of 20 people. The results of the study found that entrepreneurs A group of executives and a group of academics with expertise and experience in the agricultural machinery industry in Thailand and a group of 20 farmers who use agricultural machinery in Thailand. The results of the study found that 1) brand development strategies The products are durable and diversified under the brand name. The price strategy should take into account the quality of the product. Priority in business competition In brand development should study Planning together with all departments within the organization Educating employees and users about the brand Brand quality should be maintained by maintaining product quality. Brand development by procuring raw materials within the country Innovations should be adjusted in accordance with the competitive market situation. In terms of performance, social responsibility influences the product in the long run. Adhering to the quality of service to make customers feel trust and have confidence in the brand, which affects the expansion of sales and profit. 2) Brand development guidelines. Collect data and analyze the needs of customers or real users and meet the needs of customers and users.