Marketing Management of Manufacturing Community Businesses: A Case Study of Tambon Bann-Yang and Bann-Thamniab, Kiriratnikom, Surat Thani(Thai)

Abstract

The research objective was to study the characteristics and marketing management of manufacturing community businesses. Qualitative research and in-depth interviews were employed with 17 manufacturing community businesses from Bann-Yang and Bann-Thamniab, Kiriratnikom, Surat Thani. The results showed that transforming the community’s agricultural products was the main purpose of their business. Each group had 18-106 members. Some were assigned to administrative positions with 30% of profit as their salary. Cash flow per month was approximately 40,000 THB. Most of their 4-17 products were food and beverages packaged in general containers with their own brand name and trademark. Pricing was based on the production costs while internet and word-of-mouth have been used to promote their products. Thus, they have avoided price wars and concentrate on product standardization, differentiation development, and marketing channel extension.