Development of Marketing Strategies for Community Enterprises in The Processed Food Category from Pineapples in The Lower Central Region Group 2

Abstract

This research purposes to analyzed the current situation and marketing strategies of community enterprise into identify opportunities as marketing strategy formulation for community enterprise in the group of processed food from pineapples in the central part group two. The resources are 20 entrepreneurs of community enterprises in Phetchaburi and Prachuapkhirikhan Provinces. Data collection has been done by depth interview in the type of semi-structure or directed interview and collecting data from documents. Data analysis has been done by essence.

The research to offer the marketing strategies of community enterprise in pineapple processed food group two. The strength is found there are group together and structure of entrepreneurs and personnel. The group used meeting for driving business process. There is relative human management and also organization culture. It’s community learning organization which can take local resource to use with highest efficiency. There is idea of taking care social problems and the idea of sufficiency economy in the group management. There is weakness about the price, lack of vision, business plan and business management process. Human resource management lacks of knowledge management, innovative skill, less selling goods. Opportunity is policy of academic supporting from budget of various funds, information system, attractions, pineapple growing areas, master plan, strategic plan of province development, strategic plan of national pineapple which leading to marketing strategy for community enterprises in the group of processed food from pineapple in the beneath central area group two which consists of 7 Ps.