Marketing adaptation strategies for the competitive advantage of the rubber compound industry for commercial vehicles in Thailand
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Abstract
The purposes of this research were to 1. study the nature of establishments in the rubber compound industry for commercial vehicles in Thailand. 2. study marketing adaptation strategies and the competitive advantage of the rubber compound industry for commercial vehicles in Thailand. 3. compare marketing adaptation strategies of the rubber compound industry for commercial vehicles in Thailand with the establishment's characteristics. 4. study the relationship between the marketing adaptation strategies and the competitive advantage of the rubber compound industry for commercial vehicles in Thailand. The instruments used in the research were questionnaires. The sample group was Business owners. Partner/Shareholder, and Managers 132 persons. Statistics used in the research were percentage, standard deviation, One-way ANOVA, and Multiple Regression Analysis.
The research found that; 1. Business type, Limited company was 82.58%, the size of the medium-sized establishment was 53.79%, the duration of operation of more than 10 years was 56.06%, the number of employees was 51-200 people was 53.79% and the registered capital
10-50 Million Baht was 70.45%. 2. Marketing adaptation strategies such as promotion, place, and product at the highest level, and price at the high level. 3. Compare marketing adaptation strategies of the rubber compound industry with the characteristics of establishments’ 5 aspects that were not statistically significant. 4. The marketing adaptation strategies had a positive relationship with the competitive advantage of the rubber compound industry was 73.30. The knowledge/findings from this research could be used as a guideline for market adaptation and an enhanced competitive advantage in the rubber compound industry for commercial vehicles in Thailand sustainable accordingly.
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