Developing Marketing Mix Strategies of Lan Koi Weaving in Lan Koi Subdistrict, Pa-Phayom District, Phatthalung Province
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Abstract
The objectives of this research were to (1) investigate the current problems and marketing mix of Lan Koi Weaving Group, (2) find out tourists' needs of Lan Koi Weaving Group's marketing mix, and
(3) develop the group's marketing mix strategies in Lan Koi Subdistrict, Pa-Phayom District, Phatthalung Province. The qualitative research which was done by interview and focus group with the members of Lan Koi Weaving Group 10 people as well as the quantitative research that was completed by a tourists' questionnaire 384 people, selected by accidental sampling, set for data collection inside Lan Koi Subdistrict, Pa-Phayom District, Phatthalung Province were mixed for this study. The research results of the first research objective revealed that the lack of the development and value added for the products were found, and the prices of the products cannot be increased. In addition, there was a problem on the modern channels of distribution such as online media, as well as for the marketing promotion, the activities for customers' participation were lacked. In terms of the second objective, it was found that the tourists in Lan Koi Subdistrict, Pa-Phayom District, Phatthalung Province preferred three kinds of bags, namely bags for carrying things, fashionable handbags and wallets. Customers can accept a price 301-400 Baht, channels of distribution such as social media and create an activity for the best customer experience. According to the final objective, the results showed that the group's marketing mix strategies: the new product development strategy and the collaboration with the product development network, the high pricing and price acceptance strategy, online channel strategy and the strategy of experience by wearing Lan Koi have been developed. It is recommended for the further research that the products such as pencil cases, key chains, and neckties which meet the tourists' needs should be developed. Moreover, the members of the group should sharpen their skills in order to continuously develop the more standardized products.
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