A Research On The Marketing Strategy Of Malee Company

At present,Thai people pay more attention to the trend of health and wealth.With more workers going to work,consumers need commodities that are convenient and healthy.Fruit Juice is a commodity that is both healthy and convenient.Malee Group Public Limited Company has been in the beverage industry for a long time and is considered a giant company in the industry.The company believes that modernization is the key,considering their product is fruits and vegetables,the price will be a little higher than their competitor but the health benefit is better.The beverage industry made a market environment analysis and presented the situation of the industry.This analysis found out all the advantages and disadvantages,opportunities and threats,and then using the questionnaire survey methods to study consumer demand.They were able to find out which juice will be tried and bought by the consumers.This paper is divided into six chapters.The first chapter is the introduction.Give consumers the background and significance of the research,purpose and method of the research,and the framework of the research of the said product.The second chapter is the literature review.The theoretical concept research promotes the competitive advantage of the industry,the related theory of strategic management,and the related theory of marketing strategy.The third chapter is the market environment analysis of the juice and vegetable beverage industry,mainly to understand the industry market situation of Thailand fruit and vegetable juice drinks.The fourth chapter is the analysis of the Malee Group Public Limited Company management status,this chapter based on the company’s internal condition analysis,mainly is the general situation of the Thailand Malee Group Public Limited Company understanding,analysis of the product portfolio,target market,competitor analysis,SWOT analysis,find out the resources and capabilities of the company,all the advantages and disadvantages,opportunities with the threat,marketing status and problems.The fifth chapter is the analysis of the questionnaires and the data analyzed by SPSS 24 results,in order to understand the consumer,thorough analysis,STP analysis,4Ps,data is the marketing strategy applied to product development,fruit juice and vegetable juice beverage suitable competition conditions,in line with current market conditions.The sixth chapter is a summary of Malee Group Public Limited Company marketing strategy proposal.