THE INTEGRATED MARKETING COMMUNICATION SITUATION IN CHANTHABURI FRUIT MARKETS PERTAINING TO INCREASING THE BUSINESS CAPABILITIES WITH CHINA

Abstract

The objectives of this research article were to the integrated marketing communication situation in Chanthaburi fruit markets pertaining to increasing the business capabilities with China.This is qualitative research; the collection data was derived from using documentary investigation, in-depth interviews with 8 key informants, and focus-groups for entrepreneurs and orchardists with 4 groups. The results revealed that, in terms of marketing communication planning, until now, there were no specific concrete plans.The integrated marketing communication situation in Chanthaburi fruit markets pertaining to increasing the business capabilities with China results have shown that integrated marketing communication tools are used, with a mix of approaches. The strength is to determine the positioning of the Chanthaburi fruit market to meet export conditions. The majority of the stakeholders had no knowledge of integrated marketing communications and language barriers were considered weaknesses, but external opportunities for belief in nutritional value and the role of partnering influenced barriers. The objective is to expand the export market and be at the center of the integrated fruit market with target groups. The positioning and strategy will define the perfect fruit market city and investment market with different definitions of a fruit metropolis. Budgets are considered a constraint in spite of the measurable positive focus of operations. Assessment, evaluation, and control by monitoring feedback and reinforcing brand loyalty. However, Thailand-China trading partner countries have a high-context culture, so no differences in communication between the cultures were found.