Marketing mix Strategy for competitive advantage in ready mixed concrete business of Center Pro Concrete company in Uon Thani province
Keywords:
marketing-mix strategy, competitive advantage, ready mixed concrete businessAbstract
This research aimed to examine the marketing mix strategy influencing competitive advantage based on customer orientation of ready-mixed concrete customer business, Center Pro Concrete Co., Ltd., in Udon Thani Province and investigate participants’ perceptions of such factors. Data were collected using 96 sets of questionnaires from a sample group consisting of the company's customers in Udon Thani Province. The sample was selected using a non-probability sampling method through a convenience sampling technique. The data were analyzed using descriptive statistics with frequency, percentage, mean, and standard deviation and inferential statistics using multiple regression analysis at a confidence level of 95%. The findings indicate that physical is the most significant marketing-mix strategy influencing the customer-orientation-based competitive advantage, compared to other factors, followed by the opportunity for entrepreneurship and service. Additionally, the analysis of the relationships between the variables reveals that the factors affecting the customer orientation-based competitive advantage, with a significant level of 0.05, were place, promotion, and physical evidence.
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