Development of Brass Handicraftsman Group’s Potential and Marketing Strategies for Brass Handicrafts in Ban Tah Krayang, Mueang District, Lop Buri Province

Abstract

This research aims to develop the potential of brass handicraftsman group and marketing strategies for brass handicrafts in Ban Tah Krayang, Mueang district, Lop Buri province, using participatory action research. The participants who have importance in the development are 1) 22 of the executive board of brass handicrafts in Ban Tah Krayang, 2) supporter from 5 institutes and 3) 400 brass product consumers. The research methodology are 1) field research 2) survey research and 3) participatory action research data analyzed by content analysis and descriptive statistics. The important findings were

1. The development of the potential of brass handicraftsman group can be determined in 4 strategies 1) develop the identity by local wisdom 2) develop into cultural tourism and sell unique local products 3) create the advantage in competition from identity, folk wisdom and elaborate craftsmanship and 4) lower the capital and develop skill labor to be more skillful.


2. The marketing plan, comprises of 1) product strategies, produce the products and design from customers’ special needs 2) price strategies, fix inexpensive price and emphasis on excellent quality to show the product image of valuable product position 3) place strategies, distribute and make rapid, punctual and safe delivery service and 4) promotion strategies, use pull strategy by releasing news and information about brass products to target market and use push strategy to sell by contacting in person to customers.