GUIDELINES FOR DEVELOPING MARKETING STRATEGIES FOR PROCESSED PRODUCTS GURMAR TO PROMOTE THE POTENTIAL OF COMMUNITY ENTERPRISES, WO KAEO SUBDISTRICT, HANG CHAT DISTRICT, LAMPANG PROVINCE

Abstract

This research aims to develop marketing strategies to promote the formation and sustainability of community enterprises that produce gurmar based products in Wo Kaeo Subdistrict, Hang Chat District, Lampang Province. This research employed a qualitative approach. Data was collected from a focus group of 30 gurmar planters and distributors of the Wo Kaeo Sub-District Community Enterprise. The data was analyzed using content analysis techniques such as SWOT/TOWS to establish guidelines for developing marketing strategies for processed gurmar products in Wo Kaeo Subdistrict, Hang Chat District, Lampang Province. Our findings revealed several marketing strategies for community enterprises that produce gurmar based products in Wo Kaeo Subdistrict which include: Proactive strategy (development of a unique product identity that sets it apart from competitors); Passive strategy (establishment of a cooperative network among the Chiang Da vegetable farmers in the community); Remedial strategy (implement a skill based development strategy for Chiang Da vegetable farmers); Preventive strategy (focus on continual innovation and research development).