The Marketing Guidelines to Ice Factory of Thai Sequence Supply Limited Partnership, Northeastern Region of Thailand

Abstract

The purpose of this study was to study the marketing components of Ice factory of Thai sequence supply Limited Partnership, Northeastern Region of Thailand, definition and meaning of the components, and guidelines of Ice factory of Thai sequence supply Limited Partnership, Northeastern Region of Thailand. The study methods were documentary research, semi-structured Interview to find observable variable, and exploratory factor analysis to classify the components. The data was collected from 324 peoples. The study showed that most respondents were male, aged 30 years to 40 years with secondary education, average income per month from 15,000 up to 20,000 baht and consumption limit were less than 200 baht per week. The result of this study showed the following eight components, (1) Standardize ice factory (2) Easy to access (3) Quick respond (4) Utmost benefits (5) Exclusive services (6) Negotiate deal (7) Customer Value added and (8) Expertise services, presented as a concept “SEQUENCE”. All components explained 58.6114 percent of marketing guidelines of Ice factory and were applied as marketing guidelines of Ice factory of Thai sequence supply Limited Partnership, Northeastern Region of Thailand consisting of 8 guidelines.