Guidelines for Marketing Development of a Small and Micro Community Enterprise: A Case Study of Rai San Fan Community Enterprise, Nikhom Sang Ton-eng Sub-District, Muang District, Lop Buri Province

Abstract

The purposes of this research were to: 1) study the state and problems of marketing management of Rai San Fan Community Enterprise at Nikhom Sang Ton-eng Sub-District, Muang District, Lop Buri Province; and 2) develop the guidelines for marketing development for Rai San Fan Community Enterprise at Nikhom Sang Ton-eng Sub-District, Muang District, Lop Buri Province using participation action research (PAR). The samples used in the study were 20 members affiliated to Rai San Fan Community Enterprise, two members of marketing academic staff drawn by purposive sampling method, and 400 product consumers of Rai San Fan Community Enterprise, selected by accidental sampling method. The Mixed Method Research (MMR) including observation, in-depth interview, questionnaires, and focus group technique was employed for data collection. The research study was conducted based on Marketing Mix Model (the four Ps: Products, Price, Place, and Promotion).The quantitative data were systematically analyzed to determine percentage and mean, and also the qualitative data to capture categories using a content analysis. According to the results of the study, the inappropriate packaging, labeling, branding, the lack of price tag, the lack of standard prices, and the lack of continual promotion were found to be the most serious problems at Rai San Fan Community Enterprise. With regards to the guidelines for marketing development of Rai San Fan Community Enterprise at Nikhom Sang Ton-eng Sub-District , Muang District , Lop Buri Province , the results revealed that the marketing management should focus on1) improving packaging, and labeling, 2) systematically setting a price and proposing a discount rate to attract customers, 3)increasing distribution channels by using consignment at community networks and also refining the area around Rai San Fan Community Enterprise shop,and         4) increasing marketing promotion using distributing brochures, billboards and public relations via radio broadcast, local newspaper and internet throughout the community.