Marketing Trends of the Ready-to-Drink Tea Beverage Business in Thailand

Abstract

          The purpose of this academic paper aimed to present market trends of the ready-to-drink tea beverage business in Thailand. This was a qualitative study by searching for information from the academic papers and research. Data analyses were done through summarizing and interpreting of the relevant documents and research. The results from reviewing related documents showed the following. The marketing trends of the ready-to-drink tea beverage business in Thailand required entrepreneurs to focus on giving importance to the marketing-mixed analysis in 2 dimensions: 1. the marketing mixed from a business or producer perspective including product/service, pricing, place, promotion, process, and Physical Evidence; and 2. the marketing mixed from the consumer perspective including customer value, cost customer, convenience, communication, caring, comfort, and completion. Entrepreneurs could gain a clear understanding of consumer behavior by analyzing the marketing mixed in an integrated manner. Effective marketing strategy plans could be developed using the data analysis for the sustainable business results