Marketing Management Model of Rubber Wood Processing Entrepreneurs in The Lower South, Thailand

Abstract

The objectives of this research were: 1. to study the characteristics of rubberwood processing entrepreneurs in the lower south; 2. to study the level of management opinions of the rubberwood processing entrepreneurs in the lower south; 3. to analyze the market factors of rubberwood processing entrepreneurs in the lower south, and 4. to propose guidelines for the development of marketing management model of rubberwood processing entrepreneurs in the lower south. It is mixed-method research with a sample of 139 factories in the lower south and a group of 15 key informants. Descriptive statistics were used to find percentage, mean, and standard deviation, and inferential statistics were used for hypothesis testing and Multiple Regression Analysis. It found that 1) the size of the establishment was small. The number of employees is not more than fifty people and there is a legal form of business ownership. The nature of the business is a manufacturing business and it has a period of 5 to 10 years in business. 2) The rubber wood processing entrepreneurs in the lower south had opinions about the characteristics of the rubber wood processing entrepreneurs at a high level (x ̅= 3.81, SD. = 0.30) and the management of entrepreneurs had a high level of opinion (x ̅= 3.83, SD. = 0.15). 3) The marketing factors of rubberwood processing entrepreneurs in the lower south had a high level of opinion (x ̅= 3.83, SD. = 0.34). 4) Guidelines for the development of marketing management models of rubber wood processing business entrepreneurs found that, in the epidemic, there should be management that requires learning to adapt to the next normal era. Entrepreneurs must learn to rely on information technology and modern marketing strategies including online media channels to exchange activities that are in line with the situation. In addition, production, capital, and exports start from upstream, midstream, and downstream, so entrepreneurs must be clear and consistent with the ever-changing environment. There is also a need to plan operations including FSC entry which is a process that every plant has to control forest measures that must take into account the progress and readiness of the rubber wood processing entrepreneurs at the moment.
Hypothesis testing from the estimated equation of the marketing management model variables of the rubberwood processing entrepreneurs showed that the broad vision (X4) had the most correlated with the marketing management model of the rubber wood processing business entrepreneurs, Beta = 0.193, followed by creativity (X2), Beta = 0.103, risk-taking (X1), Beta = 0.076., and the management ability (X3) Beta = 0.039.