STRATEGIES FOR DEVELOPING MARKETING CAPABILITIES IN INTERNATIONAL COMPETITION OF HANDWOVEN FABRIC PRODUCT ENTREPRENEURS IN THE INDUSTRIAL PROMOTION CENTER REGIONS 4
Keywords:
The Strategy, Capability, Hand-woven Fabric Products, Industry Promotion Center Region 4Abstract
The article objectives of this research were to: 1) study the international competitiveness of handwoven fabric product entrepreneurs in the service area of the Industrial Promotion Center, Region 4 and 2) create a strategy for developing the international competitiveness of handwoven fabric product entrepreneurs in the service area of the Industrial Promotion Center, Region 4. Mixed qualitative and quantitative research. Phase 1: To study the international competitiveness of handwoven fabric product entrepreneurs in the service area of the Industrial Promotion Center, Region 4, Uses research the target group was 12 experts and 400 people, research tools include semi-structured interviews and questionnaires, analyzing the content data and using statistics, frequency, percentage, mean and standard deviation. Phase 2 to create a strategy for developing used by organizing a workshop. Target groups include 15 experts and 30 experts, the content data and summarize, confirm the development strategy suitability and feasibility. The research tools were suitability and feasibility assessment forms. To analyze data using statistics, frequency, percentage, mean and standard deviation. Research results. 1. The study of the international competitive marketing capabilities of handwoven fabric entrepreneurs in the Industrial Zone 4 found that the overall average value is at a high level. When considering each aspect of the international competitive marketing capabilities of handwoven fabric entrepreneurs, rank 1: products, rank 2: physical characteristics, rank 3: price, rank 4: process, rank 5: distribution, rank 6: personnel, and rank 7: marketing promotion. 2. The strategies for developing the international competitive marketing capabilities of handwoven fabric entrepreneurs in the service area of the Industrial Promotion Center, Region 4, are as follows: Strategy 1: developing entrepreneurs’ capabilities in marketing promotion, Strategy 2: developing entrepreneurs’ capabilities in personnel, Strategy 3: developing entrepreneurs’ capabilities in process, development strategies, and the results of the evaluation of the suitability and feasibility of the strategies are at the highest level overall.
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