Marketing Mix of Entrepreneur in Nongkhai Special Economic Zone

Abstract

This study had objectives to examine 1) Marketing Environments, 2) Marketing Mix, and 3) Environments which affected Marketing Mix of entrepreneur in Nongkhai Special Economic Zone. The study employed both quantitative and qualitative researches: 110 complete questionnaires received from members of Nongkhai Chamber of Commerce to collect quantitative data, and in-depth interviews conducted to achieve qualitative data.

Quantitative research results found most of sample units were female, 31-40, running retail business, which was followed by wholesale and service respectively. They considered external environments “Opportunities” at “High” level and “Threats” at “Low” in total. Today’s best-selling product categories included smartphones coupled with mobile devices pursued with food products, which had been ranked second for years. Most of entrepreneurs pushed their goods through retail channel while advertising was not widely used. Among those who tapped advertising, signage was popular communication tool. Opinion against 7Ps Marketing Mix was totally rated at “High”. Nongkhai entrepreneurs further point out technological environment is the only one factor affecting their Services Marketing mix.

Qualitative research pointed out potential of members in region of the special economic zone should be leveraged to be on a par with that of capitalists. Transportation routes namely railway and road should be developed in parallel with transit center. Researcher suggested that apart from infrastructure and capitalists’ business success, the government should boost SMEs to gain competitive edge. It’s also advisable that government prevent nominator foreign capital groups from making monopoly in agricultural business as well as help standardize Thai products.