Strategy for Improving GEM and Jewelry Business in TAK Province

Abstract

The purposes of this research were 1) to study the conditions, the problems and the factors related to gem and jewelry business in Tak Province, 2) to study the customer’s need in Tak Province for gem and jewelry marketing mix 3) to develop the strategy for improving gem and jewelry business in Tak Province, 4) to try out and assess the strategy for improving gem and jewelry business in Tak Province. Data collection was classified by the research method. The first step research instrument were a questionnaire and an interview. The second step, the research instrument was a questionnaire. The their step, the research instrument were workshop technique and connoisseurship. The fourth step, the research instruments were strategic implementation manual and assessment form. The data were analyzed using frequency, percentage, means, standard deviation and content analysis.

The research findings were as follows:

1. The conditions, the problems and the factors related to gem and jewelry business in Tak Province were found that

               1.1 The condition, to gem and jewelry business in Tak Province was found that the models of gem and jewelry were developed to be modern and meet the customers’ needs. Customers’ were checked.

               1.2 In general, the problem of gem and jewelry business in Tak Province was at the high level. When considering each aspect the highest level were 1) distribution lane 2) product 3) finance 4) business management 5) marketing promotion 6) price.

               1.3 The factor related to gem and jewelry business in Tak Province was found that there were 6 internal factors which consisted of organizational structure, service ability, personnels, finance, materials and organizational management. There were   4 external factors which consisted of society and culture, economy, laws and politics and technology.

2.The customers’ needs in Tak Province for gem and jewelry marketing mix was found that the reasons for fem and jewelry purchase were one customers’ use, good products, co-decision of spouse for selection gem and jewelry, gem and jewelry location in Tak Province. The factors related to making decision of customers’ in Tak Province were personnels, pricing and service process, product, physical presentation and distribution.

3.The strategy for improving gem and jewelry business in Tak Province consisted of a vision, 4 missions, 4 goals, 4 strategic items, 6 strategies, 18 standards and 18 indicators.

4. The experiment and the strategic assessment for improving gem and jewelry business in Tak province were as follows: There were 3 strategies for improving gem and jewelry business as follows: The first strategy was increasing entrepreneur’s abilities for marketing management consisted of 3 indicators. The third strategy was improving gem and jewelry production technique consisted of 3 indicators. The sixth strategy was improving entrepreneur network consisted of 3 indicators. The strategy could be operated for the performances. The researcher set the manual by considering the strategic indicators and the indicators also passed the set criteria. The strategic assessment for improving gem and jewelry business in Tak Province was found that the vision the missions, the goals, the strategic items, the strategies, the standards and the indicators had the consistency, the appropriateness, the possibility and the utility at the high levels.