Marketing Logistic Strategies of Small and Micro Community Enterprises for Food Products in Thailand
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Abstract
The objectives of this study were to 1) examine the level of efficiency in marketing logistics and marketing logistic strategies of small and micro community enterprises for food products in Thailand, and management processes for small and micro community enterprises, and 2) analyze the causal relationships in marketing logistics of small and micro community enterprises. The research findings were as follows: 1) The highest mean of the efficiency in marketing logistics of small and micro community enterprises were entrepreneurs’ credibility, product quality, product delivery, and product costs. The high level of mean in marketing logistic strategies of small and micro community enterprises for food products in Thailand were customer services, packaging, information technology, transportation management, and customer relationship management. The highest mean of management processes for small and micro community enterprises were planning, organizing, leading and controlling. 2) Management processes for small and micro community enterprises had the direct positive correlations on the efficiency in marketing logistics of small and micro community enterprises. However, they did not have the indirect positive correlations on marketing logistic strategies of small and micro community enterprises. 3) In the model of marketing logistic strategies of small and micro community enterprises for food products in Thailand, it is essential to focus on marketing logistic strategies based on the efficiency in implementing marketing logistic strategies and entrepreneurs’ management processes respectively.
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