Marketing Communication Plan of an Entrepreneur’s cluster woven of Nan Province

Abstract

This research paper aims to study the marketing communication plan of entrepreneur’s cluster woven of Nan Province by conducting this paper used qualitative research as a study guideline. It also collects the data through In-depth interview from 30 entrepreneurs regarding the the 7 steps of marketing communication plan. The steps entail Situation Analysis, Target Audience, Determining Objective, Marketing Strategy, Marketing Communication Tools, Determining Budgets and Timing and Evaluation.

The research finds out that 1) when conduction the Situation Analysis, their strength of a competitive advantage is product’s uniqueness while weaknesses are an inefficient of production time, price is relatively high and also no successors in containing the business. For an opportunity of this market, it heavily relies on the government’s support as well as a rising trend of local woven from consumers. Nevertheless, threats always come from many players in the market, woven’s pattern copycat from others, consumers’ behaviors in negotiating and their behavior changes in online shopping, and also an economic downturn with government’s instability. 2) Target Audience is divided into 2 main groups which are middle-man who buys to make profit and consumers who usually are working women, government officers, business owners and tourists. 3) Determining Objective covers communication objectives, behavioral objectives and lastly knowledgeable and belief objectives. 4) Marketing Strategy focuses mainly on product itself in regard of the uniqueness of Nan province’s woven. Marketing promotion, on the other hand, is not often used if not necessarily. 5) Marketing Communication Tools firstly pays good attention on personal selling by the owner then advertising and public relations are the second and third tools to communicate. For direct marketing, though customer database is collected, managing individuals information is not yet structured properly. 6) Determining Budgets and Time mainly depends on government’s support and a top-down budget approach. 7) Evaluation normally lies on government’s roles and responsibilities. The success will be measured once the project is completed.

Keywords:  Marketing Communication Plan, Entrepreneur of Cluster, Nan Province’s woven