MARKETING STRATEGIES OF THAI ENTREPRENEURS EXPORTING THAI HOM MALI RICE TO HONG KONG

Abstract

This research is Qualitative Research. This research objective is to examine marketing strategies of Thai entrepreneurs exporting Thai Hom Mali Rice to Hong Kong by using a sample of six Thai entrepreneurs. Statically analyzed by descriptive statistics, frequency and percentage methods. The result showed that the price strategy has play an important role on driving the decision of Hong Kong's importers to import Thai Hom Mali Rice. The price strategy is flexible and can be determine in various ways including pricing for revenue, pricing for sale volume and pricing for image. The result of this research will be a guidance for new entrepreneurs who wish to enter into hom mali rice market in Hong Kong. However, both existing and new entrepreneurs should place an important on price quotation and the delivery process as Hong Kong importers will study the potentials of Thai exporters before deciding to import the jasmine rice. If the exporters have a good performance, the Hong Kong importers will likely to increase their import volume.