The Potential Development in Marketing Public Relations for State Ticket Welfare Holders of Banmuan Hom Community, Kang Sopha Sub-district, Wang Thong District, Phitsanulok Province : A Case Study of Business of Nang Let sweet

Abstract

The purposes of this research were 1) to analyze SWOT (SWOT analysis) and marketing conditions of Nang Let sweet of the State Ticket Welfare Holder group of Banmuan Hom Community, Kang Sopha Sub-district, Wang Thong District, Phitsanulok Province, 2) to develop the potential marketing public relations for the state ticket welfare holder group, 3) to evaluate the potential enhancement on business marketing public relations of Nang Let sweet. This is a mixed method: quantitative and qualitative research. There were 50 key informants from the state ticket welfare holders from Moo 5 Banmuang Hom . The data were collected by questionnaire, interview and analyzed by using descriptive statistics: percentage, mean, and the interview was analyzed by qualitative methodology. The research findings show that 1) the strength of Nang Let sweet at Banmuang Hom is the product produced from sticky rice of the community, raw material easy to find, low cost. The weakness is the production process delays, The product has a short shelf life, The package is not outstanding. The Opportunity is unique. The threat are competitors have all over the country which to the competitive difficulty and the production depends on the weather condition. 2) Increasing of potential on marketing public relations, it is mainly at a low level but the potential on special situation is at a moderate level. 3) the evaluation of marketing public relations potential of the state ticket welfare holder group of Banmuang Hom community overall was at a low level due to the aging of the group members, lack of knowledge, and less access to the online media.