The adaptive marketing strategy of restaurant business in Bangkok under the circumstances of COVID-19

Abstract

          The research objectives of; to study the adaptive marketing strategy of restaurant business in Bangkok under the circumstances of Covid-19. Qualitative research by using a specific case study research method was tool to collect data and In-depth interviews with a sample who are entrepreneurs, employees, and service recipients as 13 key informants. The research results revealed that: 1.Product factor that entrepreneurs have modified the product formats to offer to the customers in making a variety of choices with a sales period, and attaches importance to hygiene, cleanliness and consumer safety., 2.Price factor that entrepreneurs used product strategies to create attractiveness in purchasing goods and restaurant services. In addition, an entrepreneur remains to use raw materials with the high cost and the relevance quality without increasing prices and also focusing on employees on the quality of services., and 3. Place factor or distribution channels that entrepreneurs are aware of government measures to prevent the spread of Covid-19 virus and to join the application for selling product, home-delivery services which employees need to learn more technical skills., and 4. Promotional factor that entrepreneurs created cooperation with banks in using credit cards to reduce customers’ purchases of goods and services; employees need to have knowledge and skills in technology to manage more sales promotions by using social media.