2 BUSINESS PLAN INNOVATION AND DIGITAL MARKETING TO INCREASE BUSINESS OPPORTUNITIES OF HANDICRAFTS FROM THE FOUNDATIONAL WISDOM, KHLONG LAN DISTRICT, KAMPHAENG PHET PROVINCE
Article Sidebar
Main Article Content
Abstract
This research aimed to create business plan innovation and evaluate digital marketing affecting the business advantage of handicrafts from foundational wisdom, Khlong Lan District, Kamphaeng Phet. The data were collected using questionnaires with 400 Thai consumers in Kamphaeng Phet and using focus groups and interviews with informants who were members of the Ban Khlong Toei hill-tribe silverware handicraft group, academic experts in marketing, and the academic advisors to the silver handicraft group. Statistics used for data analysis were mean, standard deviation, and content analysis.
The research findings revealed that the results from preparing a business plan were that the customers were ethnic groups, domestic and foreign, and working people. The products had a unique pomelo pattern made from 92.5% pure silver. The sales channels were Line and Facebook, with cooperation networks from local government organizations, higher education institutions, and community development offices. The business partners included silver shops in Ban Mo market and shops in Phitsanulok. The main activities were receiving orders for production and setting up product booths at annual exhibitions or festivals in the province. Moreover, the main resources used were pure silver plates and silver stamping equipment. For the evaluation of digital marketing results, it was found that TikTok had the highest number of views, followed by YouTube. From digital marketing, it was found that new customers were asking about and ordering rings and necklaces through Facebook than any other channel. In addition, the group still had regular customers who ordered products through Line and personal Facebook from the group members because they were close and could order products directly rather than ordering from the page created by the researchers.
Article Details
References
Al-Ansari, Y., Pervan, S. & Xu, J. (2013). Innovation and business performance of SMEs: The case of Dubai. Education, Business and Society: Contemporary Middle Eastern Issues, 6(3), 162-180.
Chaffey, D., & White, G. (2010). Business information management: Improving performance using information systems. UK: Pearson Education.
Chanvichai, K. & Poorat, P. (2020). Creating Perceived Value by Developing Authenticity for Local Food in Khao Kho, Petchabun Province, through Story-telling. Journal of Business, Economics and Communications, 15(3), 26-37.
Dooley, L., & Sullivan, D.O. (2003). Developing a Software Infrastructure to Support Systemic Innovation Through Effective Management. Technovation, 23(8), 689-704.
Gallagher, D., & Gilmore, A. (2004). The Stages Theory of SME Internationalization: A Northern Ireland case study. International Journal of Management Cases, 7(1), 13-23.
Hussan, S., et al. (2015) Strategic use of social media of small business based on the AIDA model, Procedia, Social and Behavioral Sciences, 172, 262-269.
Inthasang, C. (2011). Niche Market: The Way to Success of SMEs. Panyapiwat Journal, 2(2), 42-49.
Kaur, G. (2017). The Importance of Digital Marketing in Tourism Industry. International Journal of Research – GRANTHAALAYAH, 5(6), 72-77.
Kavilo, W. (2020). The Decision of Purchasing Diamond Jewelry of Customer at The Crystal Park, Ekamai-Raminthra [Master of Business Administration]. Ramkhamhaeng University.
Khan, F. & Siddiqui, K. (2013). The Importance of Digital Marketing. An Exploratory Study To Find The Perception And Effectiveness Of Digital Marketing Amongst The Marketing Professionals In Pakistan, Romanian Economic Business Review, 7(2), 221-228.
Khanchanapong, T. (2011). Manufacturing flexibility and product innovation: Review and research propositions. In Conference: The 3rd annual conference of The Thailand Technology and Innovation Management Association (ThaiTIMA). Bangkok, Thailand.
Matikiti, R., et al. (2016). Examining social media marketing performance: A focus on travel agencies and tour operators in South Africa, African Journal of Hospitality, Tourism and Leisure, 5(2), 1-16.
National Statistical Office. (2021). Demographic Statistics, Population and Housing. Available on http://statbbi.nso.go.th/staticreport/page/sector/th/01.aspx (retrieved 2021, April 10).
Nguyen, A., Pham, C., & Pham, L. (2016). Total Quality Management and Financial Performance of Construction Companies in Ha Noi. International Journal of Financial Research, 7(3), 41-53.
Osterwalder, A. & Pigneur, Y. (2010). Business Model Generation a Handbook for Visionaries, Game Changers, and Challengers. New Jersey, Wiley.
Polbut, D. & Sombatphanich, P. (2017). The Effects of Consumer Behaviours and Marketing Communication Factors on Bangkok Women's Decision Making to Purchase Accessories Through Social Media. [Master of Arts]. Thammasat University.
Punpinij, S. (2004). Social Science Research Techniques. Bangkok, Wittayaphat.
Rouythanasombat, P. (2015). Study of Online Shopping Behavior and Factors Affecting Consumer’s Purchase Intention for Different Generations: Gen Y, Gen X, Baby Boomer. [Master of Science Marketing Management]. Thammasat University.
Rosenbusch, N., Brinkmann, J. & Bausch, A. (2011). Is Innovation Always Beneficial? A Meta-Analysis of the Relationship between Innovation and Performance in SMEs. Journal of Business Venturing, 26(4), 441-457.
Sae-ngow, L. (2019). A Decision for Purchasing Silver Jewelry on Platform Online Store. [Master of Business Administration]. Ramkhamhaeng University.
Shideler, D., & Badasyan, N. (2012). Broadband Impact on Small Business Growth in Kentucky. Journal of Small Business and Enterprise Development, 19(4), 589-606.
Singh, T. P. & RatnaSinha. (2017). The Impact of social media on business growth and performance in India. International Journal of Research in Management & Business Studies, 4(1), 36-40.
Sri-Sa-ard, B. (2017). Preliminary research (8th ed.). Bangkok: Suweeriyasan.
Sukhom, M., & al. (2019). The Values Affecting the Decision to Purchase Pandora’s Products in Bangkok. In Proceedings of the 8th Phayao Research Conference, January 24-25, 2019. Phayao University.
Thetchip, P. (2018). The development of business service innovation in the digital age [Paper presentation]. 2nd UTCC Academic Day, Bangkok, University of the Thai Chamber of Commerce, Bangkok, Thailand, 8 June 2018. (in Thai).
Tsai, W. (2001). Knowledge Transfer in Intra-Organizational Networks Effects of Network Position and Absorptive Capacity on Business Unit Innovation and Performance. Academy of Management Journal, 44(5), 996-1004.