A Study of Problems and Strategies Formulation to Increase Sales, Case Study of Nguan Heat Seng (Talad Bang Sai)

Abstract

The purpose of this research study is to study the causes of problems that cause sales of Nguan Huat Seng (Talad Bangsai) to decrease.And To study approaches and strategies that can increase sales of Nguan Huat Seng (Talad Bang Sai) by doing this research. Qualitative Research (Qualitative Research) The group of informants consisted of 30 consumers of the Nguan Huat Seng (Talad Bang Sai) and one executive of the Nguan Huat Seng (Talad Bangsai). Tools used The research is an interview form. The data is analyzed using content analysis. Problems and causes are analyzed using fishbone diagrams. Find solutions using SWOT analysis and the TOWS matrix.

The results of the study using the fishbone diagram found that the reasons that resulted in the sales of the Nguan Huat Seng (Talad Bangsai) decreasing were two factors: 1. Factors in the service marketing mix (7PS), including 1) price, that is, the shop has Prices range from tens to hundreds. That depends on the size of the product. It is worth the quality in terms of taste, size, and image of the product. But the price tag on the product is unclear. Discounts are rarely available. 2) Distribution channels The location of the store is quite difficult to reach. There isn't much parking, and it is cramped. The store layout needs to be improved so that the production and sales sides are mixed. There is not much contact through online channels. 3) marketing and promotion. The matter of public relations is not very thorough. Promotion of the store: most stores do not have much Give a discount, but there will be free products during the period. or important occasions such as festivals or important days There is no product testing allowed. 4) Process aspects There are not enough employees to provide service. Payment is difficult. 2. Product purchasing behavior From the study, it was found that it depends on influences from various sources that cause consumer behavior, age, and natural disasters. causing sales to decrease in certain periods when choosing the approach used to solve the problem. By analyzing all 4 sets of the TOWS matrix, we can find the best approach, which is the 4th approach in terms of marketing promotion. Public relations online through various channels Arrange promotions and services before trading. It will make the business more well-known. It is an opportunity for consumers to have access to decisions that can be compared with competitors in the same category.