Market direction of canned pineapple industry for export of Thailand

Abstract

This article presents the current problem, guidelines for developing market management and policy recommendations Marketing management of the canned pineapple industry for export of Thailand.

Market direction of canned pineapple industry for export in Thailand will be able to create sustainability in the Thai pineapple industry according to the vision in the Pineapple Strategy 2017-2026 is necessary to study the problem conditions, development guidelines and policy recommendations. From the study of current problems, it was found that there were problems in laws, regulations, both foreign and domestic policies and entrepreneurship integrated marketing.

The guidelines for the development of marketing management of the canned pineapple industry for export in Thailand consist of planning, business strategy, production, processing, marketing and management. The business strategy requires production planning, product development, building bargaining power and competition, building cooperation and good relations among trading partners for winning the hearts of customers. The process focuses on communication, development and engagement digital marketing, entrepreneurial development, research and development and comprehensive evaluation.

The policy proposals for the development of the canned pineapple industry for export in Thailand include; the government sector, provincial groups, Department of Trade Negotiations Ministry of Commerce. By supporting research and development, product development, facilitating the export process, integrated marketing promotion, Preparation of information on the entire pineapple industry, transportation system throughout the supply chain, provincial group planning and trade negotiations to expand foreign markets