THE STUDY OF MARKETING MIX FOR HARP’S TRADING TOWARD THAI CUSTOMERS

Abstract

The objectives of this research were to studies an operation in terms of the product, price, place and promotion of entrepreneurship and overview of harp’s trading in Bangkok area. Studies in terms of the strengths, weaknesses, opportunities and threats (swot analysis) that harp traders found in present business. Analysis factors of marketing mix that influence harp’s trading for development of marketing mix for harp’s trading toward Thai customers and adapted to create a marketing guideline. Making qualitative research, had interviewed key informants are  representative traders from potential harp’s trading.

The results are proceed an operation of entrepreneurship and overview of harp’s trading in Bangkok area. The strengths, weaknesses, opportunities and threats from perspective representative traders. Also, All of marketing mix’s factor impact harp’s trading. To verified the main point of the objectives proved that the marketing mix’s factor: product, price, place, and promotion have an impact on harp requirement of Thai target group costumer. Furthermore, Marking a significant point of the objectives showed that the representative traders did pay attention to their union point are public relations mostly. Conclusion from this objectives, researcher proceed a marketing guideline to a potential harp’s trading that offer a public relations presentation briefly, an example of adaptation to create the guideline to the development of  marketing mix for harp’s trading toward Thai customers.