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SWOT and marketing strategies development of agricultural products. For Community Group in Nong Chok, Bangkok, Thailand
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Местонахождение: Алматы | Состояние экземпляра: новый |
Бумажная
версия
версия
Автор: Suneeporn Suwanmaneepong,Sasima Fakkhong and Peerachai Kullachai
ISBN: 9786139474011
Год издания: 2019
Формат книги: 60×90/16 (145×215 мм)
Количество страниц: 52
Издательство: LAP LAMBERT Academic Publishing
Цена: 22924 тг
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Отрасли экономики:Код товара: 221603
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Аннотация: This study developed marketing strategies of agricultural products for community group in Nong Chok, the eastern urban area of Bangkok, Thailand. Structured questionnaire survey was conducted with an indepth interview from 20 group members during October to December 2017. A SWOT analysis and TOWS matrix were applied to develop marketing strategic options. Based on the results of the SWOT analysis, strategies for agricultural product management were prioritized. The development issues included: for aggressive strategy, Nong Chok Community should undertake aggressive marketing by showcasing the branding, packaging, and labeling of the community producst. For diversification strategy, the community should encourage young generations to involved and to help to promote the agricultural products via social media, in order that they can continue working and developping community products in the future. For turnaround strategy, the community should concrete evidence development to demonstrate product properties for planting. For defensive strategy, the community should offer a specific promotion for a customer who buys a large quantity of product.
Ключевые слова: SWOT, marketing strategy, agricultural products, TOWS matrix, Nong Chok