MARKETING MANAGEMENT STRATEGY OF THE BOONTAWEE RICE CRACKER AGRICULTURAL PROCESSING COMMUNITY ENTERPRISE, BAN THUNG MAN NUEA, BAN PAO SUBDISTRICT, MUEANG DISTRICT, LAMPANG PROVINVE

Abstract

The purposes of this research article are to 1) study the potential of marketing strategy management of entrepreneurs in the Boonthawee rice cracker agricultural processing community enterprise group Ban Thung Man Nuea, Ban Pao Subdistrict, Mueang District, Lampang Province. 2) Study guidelines for developing appropriate marketing strategies of the Boonthawee rice cracker agricultural processing community enterprise group. It is qualitative research. The tools were in - depth interviews and focus groups. By specifically selecting 25 members who were registered as community enterprises. Data were analyzed using content analysis techniques analyze linguistic meaning. The results of the study found that in terms of strengths, there are Khao Tan products and group leaders have the potential to manage the group. Weaknesses: production capacity is insufficient to meet the order quantity. Opportunity: there is an opportunity to expand production scale. Because at present the government sector has a policy to promote investment in SMEs and the integration of community enterprises. In terms of obstacles, there is the problem of the uncertainty of the weather which affects the rice cracker production process. The size of the rice drying dome is not sufficient for drying and the problem of delays in funding from the government sector. Guidelines for developing marketing strategies found that product strategies should develop product formats and add a variety of flavors that are unique to each group. Pricing strategy should the price be set to a specific group or set a psychological price to increase sales. Distribution strategy should increase distribution channels through online communication. To add new target groups and communicate more easily with regular customers. Marketing promotion strategy More online marketing promotion strategies should be developed. People strategy should develop people in the team to have more potential in sales.