Marketing Strategy for Local Hand-woven Silk of Surin Province

Abstract

This article aims to disseminate knowledge on folk wisdom of local hand-woven silk fabrics of Surin Province and to apply the 8P's of marketing mix guidelines to formulate marketing strategy for these local products that are experiencing sales difficulties after the coronavirus pandemic. The outbreak has had significant impacts on tourism in the community, causing the number of tourists to slump, and has consequentially caused the community to lack income from tourism and sales of their magnificent handmade silk fabrics. Hand-woven silk is a signature product that illustrates art and cultural identity and heritages that has been handed down from generation to generation of the locals. This artefact, therefore, can be an important steppingstone for regional and national economic growth, if it gains sufficient promotion or is developed to have a strong distribution base or business network. Therefore, to increase the market potential of silk products as a core of the local economy, it is highly recommended that the 8 P’s marketing mix approach be employed to formulate a marketing strategy to promote silk products as the identity of the community. Moreover, it is expected that the proposed marketing approach can develop distribution channels for online and offline markets, promote marketing by enhancing community market strength, provide personnel training in sales and services, create value and outstanding image of the products, improve the service system. This will encourage entrepreneurs in the community to continually improve the efficiency and quality of their businesses to be competitive and to survive in a sustainable manner.