Participatory Marketing Strategy Planning for Local Business Development of Doll Manufacturers in San Pa Tong District, Chiang Mai Province

Abstract

The objective of this research was to study the participatory marketing strategy planning for local business development of doll manufacturer in San Pa Tong district, Chiang  Mai province. The analysis focuses on the potential of the product, the participation of the community and marketing strategic planning for local business development. The study was based on the qualitative research methodology and data was collected from indepth interview with entrepreneurs, small producers, staff and shoppers together as well as from the observation of the activities of the actual work of producing and selling dolls.

           The marketing strategy planning for the local business group of doll manufacturers constituted 4 strategies: 1) Manufacturing strategy focusing  on Thai identity, traditional production method sand using materials that are environmentally friendly, 2) Pricing strategy focusing on discounts based on volume purchases, 3) Distribution buyer strategy focusing on online direct sales  and establishing a doll museum  4) Human resource management strategy focusing on knowledge, special training for new staff open to anyone who is interested to learn how to make dolls of all kinds and learn to appreciate the quality refinement and intricacy of the production.