Sustainable Success Management Guidelines of ODM Cosmetic Skincare Manufacturers for Small Enterprises in Thailand

Abstract

The objectives of this research were 1) to study the composition of an organization's agility factors, the marketing mix and competitive advantages of ODM cosmetic skincare manufacturers for small enterprises in Thailand, 2) to study the influence of the organization's agility factors, and 8Ps marketing mix towards the competitive advantages of ODM cosmetic skincare manufacturers for small enterprises in Thailand, 3) to study the success of ODM skincare manufacturers for small enterprises in Thailand due to competitive advantages, and 4) create success management guidelines for ODM cosmetic skincare manufacturers and small enterprises in Thailand. The study was conducted by combining quantitative and qualitative research methods. The quantitative used with questionnaires to collect data from 445 ODM skincare manufacturers for small enterprises in Thailand. Statistics were used to analyze the data including frequency, percentage, standard deviation, and multiple regressive analysis, while qualitative used with in-depth interviews with key informants 15 samples comprising 9 senior executives, 3 experts, and 3 academics.

The research results showed, 1) The organizational agility factors consist of five components including (1) senior executives, (2) response, (3) flexibility and adaptability, (4) speed, and (5) performance. The organizational marketing mix factors consist of eight components including (1) Product, (2) Price, (3) Place, (4) Promotion, (5) People, (6) Process, (7) Physical Evidence, and (8) Productivity & Quality. The organizational competitive advantage factors consist of five components including (1) Differentiation, (2) Cost Leadership, (3) Focus Strategy, (4) Innovation Management, and (5) Customer Relationship Management. 2) The organizational agility factors are directly and significantly influence competitive advantages according to the statistical level of 0.05, where the correlation coefficient (R) is 0.783, or a high correlation. The marketing mix are directly and significantly influence competitive advantages according to the statistical level of 0.05, where the correlation coefficient (R) is 0.878, or a high correlation. 3) Competitive advantage affects four areas of success including (1) customer satisfaction, (2) organizational growth, (3) employee loyalty to organizations, and (4) reputation and identity. 4) The sustainable success management guidelines of ODM cosmetic skincare manufacturers for small enterprises in Thailand include (1) internal and external social responsibility awareness, (2) environmental impact awareness, (3) the use of good governance in management, and (4) networking with external organizations.