Competieive Strategies of Artificial Grass Football Field Rental Business in Khon Kaen Province

Abstract

          The purposes of this research were to investigate service usage behavior, marketing mix, and competitive advantage strategy; the relationship between marketing mix and competitive advantage; and to propose a competitive strategy for the artificial grass football field rental business in Khon Kaen province. The sample size was 240 service users. The questionnaire was used to collect data. The statistic used to analyze data included frequency distribution, percentage, mean, standard deviation, and the Pearson correlation coefficient.
          The research results revealed that most of the time, 2 to 6 people used the service at once, during Monday-Friday from 8:00 pm - 10:00 pm, and approximately 2 hours each time. Friends had influenced their decision to use the service to exercise by playing football and reserving the field over the phone. Both the marketing mix and overall competitive advantage strategy were found to have an average at a high level. The relationship between marketing mix and competitive advantage strategy revealed that the product, price, place, promotion, and people aspects were correlated with competitive advantage strategy at the statistically significant level of 0.01, except for the process aspect, and the physical aspect. The competitive strategy of the artificial grass football field rental business in Khon Kaen province included product strategy, relationship strategy, human strategy, and image strategy.