Marketing Communication Development Model of Small and Medium Sized Enterprise (SMEs) in Hardware and Tool Industry of Thailand to Enhance Competitive Advantage
Keywords:
Model Development, Marketing Communication, Enterprises, SMEs, Marketing Communication Tools, Hardware and Tools IndustryAbstract
The research aimed 1) to study the elements of the marketing communication development model of SMEs in the Hardware and Tool Industry of Thailand to Enhance Competitive Advantage, 2) to develop the marketing communication model for SMEs in the Hardware and Tool Industry of Thailand, and 3) to develop a manual of marketing communication model for SMEs in Hardware and Tool Industry of Thailand to Enhance Competitive Advantage. It was future research having 24 experts in Delphi Technique, 14 experts in focus group, and 5 experts in manual evaluation. The tools used are interviews, questionnaires, and statistically analyzed Data by Median, Inter-Quartile Range (IQR), and factor analysis. The study result found five major elements of communication models. First, Sales Promotion consists of 3 secondary elements: 1.1 Giving discounts, 1.2 After-sales service, and 1.3 Giving out sample products for testing. Second, Online Marketing consists of 3 secondary elements: 2.1 Social Media, 2.2 E-Commerce Platform, and 2.3 Company Website. Third, Personal Selling consists of 4 secondary elements: 3.1 To provide sales information, 3.2 To answer inquiries about products and services, 3.3 To participate in trade shows, and 3.4 Special promotional activities. Fourth, News, and Public Relations consist of 2 secondary elements: 4.1 Writing articles for various media, and 4.2 Distributing news through various print media. Fifth, Direct Marketing Communication consists of 3 secondary elements: 5.1 Email, 5.2 Print media, and 5.3 Showroom. The experts evaluated that the elements and manual of the marketing communication model for SMEs in the Hardware and Tool Industry of Thailand to Enhance Competitive Advantage is appropriate and can be applied
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