Integrated Marketing Management of Canned Pineapple Industry for Export of Producers in the Lower Central Region

Abstract

The purpose of the research is studied that 1. The objectives of this research were as follows: 1. To describe the current problem in integrated marketing management of canned pineapple industry for export by producers in the lower central region. 2. To find ways to develop market management. 3. To present the integrated marketing management policy recommendations of canned pineapple industry for export by manufacturers. in the lower central region. The study population is the enterprise. The researcher selected 15 specific locations from large enterprises. In provinces, areas with high potential for growing and producing canned pineapple for export in the lower central region include Kanchanaburi Province. Ratchaburi Province and Prachuap Khiri Khan Province is an interview derived from studies and research from academic papers related concepts and literature Including information from research on electronic media or information obtained from websites on the Internet. to be used in the process of building the knowledge base in an integrated way In determining the structure of questions for use in the in-depth interview process

            The results of the research were found that 1. The products did not have the company's own brand. The raw materials are of substandard quality and the price is higher. due to weather conditions Merchant Guild members do not comply with their regulations. The company is only medium and small scale. Public relations channels are not very widespread. There are faced with trade barriers of importing countries such as the United States, anti-tariffs, anti-dumping, various legal problems. international partners The outbreak of the COVID-19 epidemic has caused some countries to have measures to close the country. and there is a suspension of trade facilitation services Lack of adding value. 2. Preparation of both short-term and long-term export plans. By analyzing the situation both at the micro and macro levels, including guidelines for developing production plans product development plan public relations plan, export plan, production process development plan export innovation plan and budget plan by preamble to search for needs And meet the satisfaction of customers in the form of a contract (Contract Farming). 3. Government agencies and private sectors. should make a policy strategic plan strategy in accordance with the current situation There is support for the development of pineapples to create economic value, generate income, improve the quality of life for farmers, and develop and promote throughout the supply chain. From upstream, midstream and downstream, the 5-year development plan policy (2023-2027) to raise Prachuap Khiri Khan Province to become the world's pineapple metropolis. Set policies to build the country's competitiveness with clarity and continuity. Promote product standards by using innovative technology and government agencies There is a marketing integration policy in the form of digital marketing. to create an image of character and bargaining power with customers