The marketing mix factors in adaptation strategy under the circumstances of Covid-19 for restaurant business “Ribs mannn” in Pak Chong district, NakhonRatchasima province

Abstract

          The objectives of this research were to study the marketing mix factors in adaptation strategy under the circumstances of Covid-19 for restaurant business “Ribs mannn” in Pak Chong District, Nakhon Ratchasima Province. Qualitative researchby using a specific case study research method was the tool to collect data and In-depth interviews with a sample who are entrepreneurs, employees, and customers as 13 key informants.The research results revealed that: 1) Product factor that the entrepreneur has analyzed ingredients in food production by considering the cost analysis and reducing the raw materials number. 2) Price factor that the entrepreneur does not adjust the product price, but the price will reduce when the customer orders online. 3) Place factor that the entrepreneur used the online platform as a distribution channel for their goods. 4) Promotion factor that the marketing promotions and discounts applied to customers who made an online ordering. 5) People factor is that the entrepreneur has analyzedstaff by reducing work time and pay attention to health issues and employee safety. 6) Physical factor that the entrepreneur was highly caring to restaurant’s physical elements in terms of atmosphere, decoration, and equipment. 7) Process factor that the entrepreneur has a service quality check by using a service control process by taking online information fromcustomer feedback.