Development model of cosmetic business operator for export in Bangkok

Abstract

This research aims to 1) study the level of efficiency in the development of cosmetic business operators for export in Bangkok, management strategies, external environment, marketing strategy, and internal environment, 2) study the causal factors of the management strategy, external environment, marketing strategy, and the internal environment influencing efficiency in the development of cosmetic business operators for export in Bangkok; and 3) present a model for the development of cosmetic business operators for export in Bangkok. This research is a combination. The quantitative analysis comprised 400samples of employees and cosmetic exporters in Bangkok. The sample size was determined using the 20 times criteria of the observed variables by stratified sampling. The researcher uses questionnaires to collect information. Data were analyzed with mean, standard deviation, and a structural equation model. The qualitative research used in-depth interviews with key informants. The total number of 17 participants and the data were analyzed with content analysis.

The research results found that: 1) the efficiency of developing cosmetic business operators is high. Management strategy, external environment, marketing strategy, and internal environment are all at the highest level. 2) The external environment has the most significant  causal influence on the development efficiency of export cosmetic business operators. Followed by the internal environment, marketing, and management strategies, respectively; and 3) obtain a model for developing cosmetic business operators. It looks like a chart with the most influential external environment as the bottom driving force. There is a marketing strategy and support internal environment in the middle, and a management strategy to help is at the top.