MARKETING STRATEGIES DEVELOPMENT FOR CREATING COMPETITIVE ADVANTAGE OF TUTORIAL SCHOOLS BUSINESSES IN BANGKOK

Abstract

The objective of this article are presentation of the marketing strategies development to creating competitive advantage of tutorial businesses schools in Bangkok is integrated research both quantitative and qualitative In this study, the literature was reviewed as follows. 1. To study marketing strategy of tutorial businesses in Bangkok area. 2. To study competition advantage in Bangkok area. and 3. To develop marketing strategy to create competition advantage of tutorial businesses schools in Bangkok.

The research found that tutorial businesses strategy in Bangkok had process characteristics promotion factor at the highest level. The business advantage of tutorial businesses in Bangkok by focusing on specific part had the highest level and then creating of difference, fast response and leadership on investment respectively. The marketing effectiveness of tutorial businesses in Bangkok on recommendation (word of mouth) had the highest level which influenced the most in a way that made high school students to enroll in tuition schools the most. Development of marketing strategy to create competition advantage of tutorial businesses in Bangkok and marketing effectiveness would influence the marketing strategy and competition advantage with no statistical significance at the level of 0.05 and the guideline for developing marketing strategy to create competition advantage of tutorial businesses in Bangkok consisting of 4 guidelines including arranging, distributing, focusing on creating and recommending.