Development of Marketing Mix Strategy for Thai Lue Textile, Baan Luang-Tai, Doi Saket District, Chiang Mai Province

Abstract

The objective of the study aimed to study market situation, a suitable market distribution and develop marketing mix strategies for Thai Lue Baan Luang-Tai’s textile products. It is qualitative research based on participatory action and survey research by the research team, the group leader of Baan Tai Lue textile and their members. The research revealed that the group leader applied market segmentation by the market aggregation strategy, using market strategies which did not distinguish different markets. For the products market position, it was determined by price and quality and outside in has been employed as its distribution channel. Regarding developing marketing mix strategies “aggressive marketing strategy” should be employed. The aggressive marketing strategy can be applied to “production strategy” by using a new logo and new price tags, “pricing strategy” by setting up prices focusing on the significance of being informed of distribution channel using direct and zero level channels and “integrated marketing communication strategy” using advertising and public relations for making the products known to prospective customers thereby improving marketing competition edge.