MARKETING STRATEGIC DEVELOPMENT FOR INTERNATIONAL COMPETITIVE ADVANTAGE OF CHIANG MAI MICE INDUSTRY

Abstract

     This is a study of marketing strategy for creating an international competitive advantage for entrepreneurs who are the stakeholders of the MICE industry in Chiang Mai. The aims of this work are the following: 1) To study a marketing segmentation of the businesses in Chiang Mai MICE industry. 2) To study a marketing mix that will enhance their ability to compete internationally for businesses in Chiang Mai MICE industry. 3) To develop a marketing strategy / marketing management that will enhance their ability to compete internationally for businesses in Chiang Mai MICE industry. This is a quantitative research; the data is collected by questionnaire method of 145 samples. The study found that most operators have applied demographic segmentation for positioning strategy. The target market are both Thai and foreigners, ages of 30 - 45 years, middle to high income, that receiving support from their organization to attend the MICE event. The targeted location will be in the city or in other natural attractions. This particular group has a passion for luxury, and highly interested in comfort and convenience. The study of marketing strategy found that respondents focused on all four marketing mixes in similar level. The issues that were the most important were based on promotion of direct marketing. The suggestion to develop a marketing strategy to leverage capabilities in international competitiveness of MICE businesses are a survey to determine the needs of the target audience, the training workshops to develop the skills and service knowledge for workers, and also their language and marketing skills. Creating an exceptional difference from competitors. Taking advantages of the online media tools as much as possible and making connection with government institutions and other operators.