Marketing Risk Management of Automobile Business

Abstract

This research aims to 1) describe the context of marketing risk management of automobile business, 2) identify problems in marketing risk management of automobile business, and 3) propose guidelines for marketing risk management of automobile business. The researcher conducted a study in Kanchanaburi Province. The research respondents in this study were executives in the automobile business in Kanchanaburi province, the Managing Director, and the Administrative Manager. The data were collected by 15 marketing managers and operators using the interviews method, including Semi-Structured Interviews, Observation for both participants and non-participants, and collecting data from Documentary Research through Thematic analysis.

The research results revealed that; 1) According to the marketing risk management in the automobile business, the organization has a risk management policy that is flexible manner. It is gradual management through the formulation of strategies following the situation that arises. Also, there is no specific agency responsible for the risks that respond to the situational supervision from senior management and follow up on overall organizational performance under the supervision of the headquarters intermittently. The goal is to emphasize and optimize the smooth operation and enhance the company to continue operating business effectively. 2) Risk management problems in economics found that economic volatility affected the market risks of the automobile business. The advancement of automobile technology affects the management of marketing risks in the automobile business because customers are still resistant to new technology. There was no risk management problem in terms of risk management strategies. In terms of shared values ​​in risk management, the organizations did not create shared values ​​in risk management. At the same time, written communication resulted in incompleteness in the content communicated during the transmission of information. 3) Guidelines for developing economic risk management include launching new products that respond to customer lifestyles at affordable prices and collaborating with financial institutions to create a pleasing customer experience. In termtechnology, the business might be building an electric vehicle rental business model to enhance familiarity and reduce concerns while expanding the charging station to cover customer demand. The aspect of shared values ​​is the creation of shared values ​​in the organization as a guideline for standard practices and requirements. Moreover, communication improvement included applying technology to leverage communication efficiency within the organization.