IMPROVEMENT OF PRODUCTS AND MARKETING VALUE ADDED OF LOCAL COMMUNITY ENTERPRISE IN SUKHOTHAI PROVINCE

Abstract

The objectives of this research are (1) To develop the marketing potential of community enterprises, enabling them to reach a wider market, build a quality brand, and increase competitiveness in both local and national markets. (2) To enhance knowledge and skills in using digital marketing tools, such as online sales platforms and social media, for product promotion. (3) To increase the income and sustainability of community enterprises by adjusting marketing strategies and building consumer confidence in the products. The sample used in the research included 20 entrepreneurs, community enterprise members, and community leaders, selected through a specific sampling method. The research tools consisted of interviews and group discussions. Data analysis was conducted by analyzing the main content and dividing it into sub-topics, starting with an overall analysis and proceeding to detailed sub-point analysis, following   a qualitative research approach.

            According to the research findings, it was found that in order to upgrade products and increase the market value of community enterprises in Sukhothai Province, it is essential to develop prototypes of traditional products based on local wisdom to preserve the uniqueness of community products. This can be achieved by applying marketing knowledge and utilizing technology. Training on the use of digital marketing tools for community enterprise members is crucial for accessing online markets and increasing market opportunities. Additionally, promoting market research to understand consumer needs and aligning products with market trends and demands is vital. Fostering networking with local organizations or business sectors that have the potential to assist in product distribution will create more opportunities for market expansion. Furthermore, enterprises should prioritize branding and maintaining product quality standards to build long-term trust. Enhancing the development of appealing packaging and designs will also increase the attractiveness and credibility of community enterprise products.

            The focus is on improving product quality, building brand identity, and designing standout packaging, along with utilizing digital marketing channels. Marketing through social media platforms such as Facebook, Instagram, and TikTok helps reach a broader range of consumers. Creating compelling content, such as product demonstration videos or behind-the-scenes stories, can increase brand awareness and engage a wider audience. Collaboration between the community and external experts in areas such as design, market research, and technology will further enable community enterprises to create sustainability and effectively increase revenue.