PROBLEM CONDITIONS AND NEEDS OF ENTREPRENEURS OF SUNSCREEN COSMETICS FOR FACE IN THAILAND

Abstract

This study aims to study problem conditions and needs of entrepreneurs of sunscreen cosmetics for face in Thailand by studying the data from the documents and primary data. By interviewing the specific random sampling group, including 30 entrepreneurs who own a cosmetic business in the type of sunscreen for the face and are in the group of production clients of SVS Innotech Cosmetics Factory Co., Ltd., registered business in Thailand.  In terms of content, it will study the problem conditions and needs of entrepreneurs of facial sunscreen cosmetics, compiled the data using a triangular technique. The research results revealed that entrepreneurs of sunscreen cosmetics for face have the following problems and needs: They do not have the tools to use for holistic analysis in the facial sunscreen cosmetics business. The study found that whether in product management, marketing mix, and the overall context and factors in management of cosmetic business, the entrepreneurs of sunscreen cosmetics for face  do not analyze systematically. In fact, they analyze part by part, and analyze mainly based on their needs and their preferences. There may be consulting some parts with marketing team from the cosmetic factory or spending budget to hire some or all of the marketing consulting firms, which resulting in inconsistent in overall schemes. The end results after the sunscreen products for face were launched to the market are not in line with the parts that have been analyzed or if successful, it will waste the amount of budgets of hiring a marketing consulting company. If entrepreneurs of facial sunscreen cosmetics product have a suitable tool to use in systematical analyzing the business, then step by step, entrepreneurs will be able to analyze various cosmetic business models by themselves before the products are launched into the market. This makes it possible to reduce the time spent trying out management methods that are costly and affect the profit of the business, and also increase production more efficiency.