MARKETING STRATEGIES DEVELOPMENT OF KHAO KON MUANG CHONBURI COMMUNITY ENTERPRISES

Abstract

The objective of this research article is to study on the potential community enterprise of rice marketing of the Chonburi manicupality in which the information obtained are used to formulate a marketing strategy plan. This research combines the mixed methods that applies in-depth interviews and questionnaire that were selected using a double-blind random sampling method. The results of the study showed that 1) the Chonburi Rice Community Enterprise shows the potential in marketing operations of riceberry flour products. While in terms of consumer opinions using the Marketing Mix (4P), in which P1 or the product itself has average at 4.87, P2 focues on the price aspect with the average of all factors was at 4.45, P3 deals with the distribution channels, the average of all the factors was at 3.85 and lastly, P4 which take into account the marketing promotion, shows a total average of 3.58, as applied to all the factors being at the highest level. Building an marketing strategy plan for the rice community enterprises in the city of Chonburi has a total of 5 plans as follows: Map 1; Product development strategy, where the goal is to increase sales by 10 percent every quarter. Map 2; Marketing channel development strategies, aiming to increase the marketing channels of community enterprises. Map 3; the Marketing promotion strategies that will be achieve by advertising and public relations, the goal for this map is to increase the number of followers on Social Network by 20% every quarter. Map 4; the Promotion strategies to promote sales as this is to increase sales by 10% in every quarter. Lastly, Map 5 aims to find strategies for creating public relations to the media with ultimate the goal being to create brand awareness among consumers. to be perceived by more than 50 percent.