การแก้ปัญหายอดขายวัตถุดิบทางเซรามิกลดลง กรณีศึกษา บริษัท สยามเทคนิเคล เซรามิค จำกัด

Abstract

Siamtechnical ceramic co., Ltd is a trading company are specialized in the sale of raw materials such as ceramic pigment both stain color and decorating color, bone ash, gold and platinum, Plaster of Paris etc., The research aimed to study how to solve decline in sales performs of Siam technical ceramic co., Ltd in aspect of product and service by means of qualitative research and using data collected through in-depth interview. The research was done by collecting all information and news about ceramic industry and interviewing ten people in company and customer. The acquired data were analyzed by Content Analysis. The researcher’s result showed that Production and sales of ceramic products decreased in line with a slowdown of domestic and global economy. However, exports of ceramic products expanded as well in floor tiles, wall tiles, sanitary ware products and other ceramic products in ASEAN markets. In the independent study is to identify and analyze the sales strategy and sales process of Siamtechnical ceramic co., Ltd. The strategy for solve decrease sales has 3 level are Corporate strategy use Growth Strategy on product development strategy for old and new market. This is the internal process of bringing a new product to market., Business Strategy use differentiation strategy and focus differentiation strategy, Company need to find a way to differentiate, Identify the features and benefits of the product or service and find the added value of the products and services and then targets a small market niche ,Functional Strategy involves all the activities concerned with the identification of customer needs and making efforts to satisfy those needs with the product and services they require. The most important part of marketing strategy is the marketing mix, which covers all the steps a firm can take to increase the demand for its product. It includes product, price, place, promotion, people, process and physical evidence.
Moreover, researcher wish this Independent Study information can be useful in ceramic business and increase in sales for the company.