Marketing Strategies Formulation Using Sale Reduction Root Cause Analysis: A Case Study of Herbal Soap Community Enterprise

Abstract

This research aims to find out the root cause of sale reduction problem and propose marketing strategy to increase sale and maintain the competitiveness of the soup community enterprise. The 7 quality tools and Strength Weakness Opportunity and Treat (SWOT) analysis were applied and the result reveal that the root cause of the sale reduction came from lack of online contribution channel, the product price is not competitive, and lack of sale promotion. These results were input to business environment analysis stage. The proposed marketing business strategies were formulated. After trial to apply some of formulated strategies. The result showed that Facebook like number increased 6.8%, incoming messenger number increase 4 time and sale amount increase 250 baht from Facebook live marketing. Finally, the proposed strategies were introduced to soup community enterprise for further implementation.