Study Of The Market Potential Of Rubber Pillows For Community Enterprises Nakhon Si Thammarat Province

Abstract

Purpose of study 1. Studying for potential target markets 2. To know the behavior and needs of the target market (Customer Insight) 3. To promote the marketing potential and make a strategic marketing plan for the rubber pillow community enterprise Nakhon Si Thammarat Province Qualitative research methodology by collecting data from interviews of 7 community enterprise groups in Nakhon Si Thammarat province. Regarding the quality of the product, it was found that the sleeping pillows were soft and comfortable. Highly flexible, helps support the pressure of the body while sleeping and has many ventilation holes which help to release moisture. Good ventilation, and ergonomic design helps protect the spine and neck Helps to reduce snoring and helps to sleep more deeply demand for the rubber pillows market is found to be the product of the Chinese market, which is both the main market and the big market worth 50, 000 million baht / year. Marketing problems in this case are; most of them will produce rubber pillows. (Recliner pillows) make rubber pillows are no different because they have the same characteristics, only use different brands that make customers cannot clearly determine the product position. For production process of rubber pillows is 'handmade', with production costs around 270-280 baht, making it unable to compete on price with rubber pillows of the injection industry. Therefore, since rubber pillows are sold in the same products, they differ only in price. Recommendation for Rubber Pillow Community Enterprise Nakhon Si Thammarat province should have strategy deficit to suit their own potential to be able to compete in the future.