MARKET DRIVEN STRATEGY FOR MILITARY SERVANTS' HOME BUILDING BUSINESS IN LOPBURI PROVINCE
Keywords:
Strategy, , Market, , Military ServantsAbstract
This research has the objectives are the first is for finding the factors affecting market-driven strategy for military servants' home building business and the second is for finding the market-driven strategy for military servants' home building business in Lopburi Province. Military Servants' Homes Projects in Thailand are important to the morale and encouragement of military services because they are not high salaries. These projects create collateral when they are retired and have no position's home. But the private entrepreneurs of these Projects may consider the factors affecting customer focus for military servants' homes in Thailand are 5 factors including personal factors, location, brand, facility, and social media that are effective to purchasing decision of military services. Therefore, the entrepreneurs of Military Servants' Homes Projects may concern with 5 factors. This research used qualitative method as a methodology e.g. In-depth Interviews and documents and data analysis.
The result showed that the factors affecting market-driven strategy for military servants' home building business are the approval from the agency and the army, price and home installment, personal factor of customers, location of the project, image of the project, village facilities, and integrated communication. The other is the market-driven strategy for military servants' home building business consisted of relationship management strategy with supervisor and army force, strategy for price-setting and services, the army’s customer focus strategy, location strategy as around the barracks, strategy for the image of the army force’s home welfare benefit project, strategy for the village facilities and security and The integrated communication strategy. That may be an adaptation for companies and the command of armies and policies.
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