Product Development Strategy on the Export Market of Processed Coconut Products to Customer Satisfaction at Thai Lee Foods International Co., Ltd.

Abstract

The purpose of this independent study is to determine for product development strategy on the export market of processed coconut products to customer satisfaction at Thai Lee Foods International Co., Ltd. This study is from qualitative data collection by interview CEO 1 person and quantitative data collection by customer requirement survey form 200 customers by Likert scale. The result found that 134 customers base (67%) import canned coconut milk 400ml and 72 customers base (36%) import canned coconut juice 500ml. The analysis of this study is to formulate the appropriate strategy for organization as “Growth strategy” in term of market development focus on maintain old customer base along with expand new customer base and product development under standard quality which these factors are very important for business operation to customer satisfaction.