COMPETITIVE LEVEL OF VARIABLES ENTREPRENEURIAL POTENTIAL, INNOVATION, MANAGEMENT AND MARKETING STRATEGIES 8PS AFFECTING THE SUCCESS OF PALM OIL INDUSTRY IN THAILAND

Thibet Chanthawong, Nattapong Techarattanased, Bundit Pungnirund, Pleumjai Sinarkorn, Jiraphorn Sawasdiruk

ABSTRACT:

Objective is to study the level of competitiveness variables Entrepreneurial Potential, Innovation Management and Marketing Strategies 8Ps affecting the Success of Palm Oil Industry in Thailand. The population was 620 palm oil industry entrepreneurs in Thailand. The sample size used in this study was 400 people selected by a multi-stage sample from palm oil industry entrepreneurs in Thailand. Table 1 found that entrepreneurial potential (ETPTT) was at a high level with an average of 3.97. Considering each aspect, it was found that Dynamic Vision (DNVS), Technology into Business (TNBS), Market Changes (MLCH) were all high with an average between 3.87-4.05. The 8Ps (MKSG) marketing strategy was high with an average of 3.87. Considering each aspect, it was found that Product Strategy (PDSG), Price Strategy (PCSG), Distribution Strategy (DTSG), Marketing Strategy (MPSG), Packaging Strategy (PGSG), Salesforce Strategy (SLSG), Outreach Strategy (NRSG), Implementation Strategy Power (PWSG), were all high with an average between 3.63 - 4.12. Management Innovation (MMIN) is at a high level with an average of 3.72. When considering each side found that Product aspect (PDSD), Process aspect (PRCS), Service aspect (SRVE) were all at high level with an average between 3.66 - 3.80. High level of competitiveness (CPPT) with an average of 3.91. Considering each aspect, it was found that Quality Product (QLPD), Market Power (MKPW), Good Customer Impressions (IMCM) were all high with an average between 3.73 - 4.11.

KEYWORDS: Entrepreneurial Potential, Innovation, Management and Marketing Mixed, Palm Oil

DOI: 10.62788/L8v7G1r9mY

PUBLISHED IN: ICMIESS 2023 Conference Proceedings

DATE OF CONFERENCE: 1st - 2nd MAY 2023

CONFERENCE LOCATION: OKINAWA, JAPAN

PUBLISHER: EDUCATION STUDIO (THAILAND) CO., LTD.

ELECTRONIC ISBN: 978-616-7901-68-8

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