THE MARKETING STRATEGY DEVELOPMENT : AN APPLICATION OF TECHNOLOGY, CREATIVE THINKING, AND INNOVATION FOR THAILAND 4.0 FOR COMMUNITY ENTERPRISES IN SURIN PROVINCE
DOI:
https://doi.org/10.14456/nrru-rdi.2021.8Keywords:
Marketing Strategy, Community Enterprise, Technology, Creativity, InnovationAbstract
This research aimed to study the potential of technology, creativity, innovation, marketing, barriers, and success factors of community enterprises and to develop suitable marketing strategies according to technology, creativity, and innovation for Thailand 4.0 for community enterprises in Surin province. The sample size was a total of 179 community enterprises. The key informants were 80 manufacturing community enterprise owners in Surin, 12 related representative agencies, and experts. The data were collected through survey, interview, and focus group discussion. Data analysis involved descriptive statistics, including frequency, percentage, arithmetic mean, and standard deviation. The triangulation technique was used to verify the trustworthiness of the data. The three main findings demonstrated that: 1) Community enterprises in Surin province had taken action on marketing, technology, creativity, and innovation for Thailand 4.0 at a moderate level, with the highest action being marketing. 2) Barriers were considered to be expensive equipment, no new technologies, some unaffordable local materials, lack of labor, lack of working capital, and water resources. Most community enterprises were of the view that their community enterprises have not yet been successful. Finally, 3) Strategies for community enterprises consisted of the SO strategies, the WO strategies, the ST strategies, and the WT strategies, which could be used to recommend the marketing strategies in order to meet future local and national market needs of community enterprises.
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