Marketing communications in small and medium enterprises : a case study of Mutita Candle Limited Partnership, Ubon Ratchathani, Thailand | |
| Author | Thumwimon Sukserm |
| Call Number | AIT RSPR no.SM-06-34 |
| Subject(s) | Mutita Candle Limited Partnership, Thailand Small business--Marketing--Thailand--Ubon Ratchathani |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-06-34 |
| Abstract | This research is a case study of Mutita Candle Limited Partnership, an organization that acts as a marketing agent for a group of candle producers in Ubon Rathchatani province in Thailand. The business operates under the Small and Medium Enterprises (SMEs) and One Tambon One Product (OTOP) schemes introduced by the Thai government to assist in the alleviation of poverty. While the personnel involved in these projects are capable of manufacturing innovative and good quality products, there are problems in the marketing at domestic and international levels. The study aimed to understand appropriate marketing communication strategies for SMEs and OTOP companies, and to investigate specifically the operations of Mutita. This was done by observation of the company, in-depth interviews of relevant personnel, inspection of company reports and analysis of government documents. Results indicated that the most appropriate marketing communication tool used by Mutita was displays for reasons of economy and effectiveness. Other tools, such as demonstration, training and showroom, were not as appropriate in marketing the products. Other marketing communication tools initiated by the government as part of the SMEs and OTOP projects were also used but these were beyond the control of the company itself. A series of recommendations based on the findings of the study were made as guidelines for the development of the organization |
| Year | 2006 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-06-34 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Dimmitt, Nicholas J.; |
| Examination Committee(s) | Swierczek, Fredric W.;Zimmermann, Willi; |
| Scholarship Donor(s) | Royal Thai Government Fellowship; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2006 |