http://mfuir.mfu.ac.th:80/xmlui/handle/123456789/171 2026-04-19T15:36:38Z http://mfuir.mfu.ac.th:80/xmlui/handle/123456789/913 แนวทางการพัฒนาการตลาดของผลิตภัณฑ์จากไม้มะม่วงกรณีศึกษา บริษัททีเคแมงโก้วูด ภัททิลา ศรีวิชัย อรวรรณ จําพุฒ วิทยานิพนธ์ (บธ.ม.) -- สาขาวิชาบริหารธุรกิจ, สำนักวิชาการจัดการ. มหาวิทยาลัยแม่ฟ้าหลวง, 2556 2556-01-01T00:00:00Z http://mfuir.mfu.ac.th:80/xmlui/handle/123456789/522 Marketing strategy comparison between Thai brand and international brand for premium coffee business under customers' perspective : case study in Chiang Mai, Thailand Chulaluck Pratip Na Thalang Sangchan Kantabutra The purposes of this study are to compare customers’ perspectives on the marketing strategies for coffee business between Thai and international brands and to study the consumer behavior in coffee business related to consumers’ personal backgrounds. The participants of this study were 400 random consumers who buy coffee both of Thai and international brands in Muang Chiang Mai. The data was collected by using questionnaires and the data evaluation was done by using SPSS program for windows. Additionally, the statistics used for the data analysis were frequency, percentage, mean, standard deviation, t-test, and ANOVA. From this study, it is found that, out of the total 400 participants, the consumers of Thai brands are accounted for 206 people and the consumers of international brands are accounted for 194 people. Most of the consumers that prefer Thai brands are female, 36-45 years of age, working as employees or freelancers, have income ranges below 10,000 THB per month, and have highest qualification at bachelor degree. They drink coffee everyday in the morning, Black Canyon is their favorite brand, drink coffee because the taste of it, the price of the coffee that they prefer to pay for is below 30 THB per unit, they buy coffee at tourist attractions mostly, coffee shop that has air condition is their prefer, friends have influence on their decisions about the coffee shop they choose, the additional service that they want from the coffee shop is internet, and majority of the consumers know the coffee shops from promotional activities at the selling points. Most of the consumers that prefer international brands are male, 16-25 years of age, they are high school /college students, income below 10,000 THB per month, and have highest qualification at bachelor degree. They drink coffee everyday in the morning, Coffee World is their favorite brand, drink coffee because the taste of it, the price of the coffee that they prefer to pay for is 30-39 THB per unit, they buy coffee at tourist attractions mostly, coffee shop that has air condition is their prefer, friends have influence on their decisions about the coffee shop they choose, the additional service that they want from the coffee shop is internet, and majority of the consumers know the coffee shops from promotional activities at the selling points. Marketing strategy for Thai coffee brand and international coffee brand are different. The most important marketing strategy for Thai coffee brand is to deal with product factor while the most important marketing strategy for international coffee brand is to deal with promotional factor. However, both of the consumers of Thai coffee brands and international coffee brands do not give varying importance to the promotional methods specifically; premium goods, corporate social responsibility and environmental concerns. Moreover, the study about consumer behavior that related to marketing strategies under different consumer backgrounds find that the differences in general information of customers of both brands has affected on the differences of customer behavior in coffee business about their preferred shop layout. Thesis (M.B.A) -- Business Administration, School of Management. Mae Fah Luang University, 2008 2009-01-01T00:00:00Z http://mfuir.mfu.ac.th:80/xmlui/handle/123456789/521 Analysis of the competitiveness of the garment industry in Cambodia Potry Chhean Nyunt, Khin Maung The Cambodian textile and clothing industry is a potential engine to boost economic growth and employment creation for the poor from rural areas. It is also the most important source of industries in Cambodia, being more competitive and having comparative advantage to other countries. This industry has the potential to continuously benefit from trading growth in globalization change. Cambodia’s garment industry faced increasingly fierce competition in the globalization era, specifically as Vietnam became a WTO member in 2007, and as safeguard measures on China were lifted by the US and the EU at the end of 2008. This paper provides a statistical analysis based on firm–level data from 150 sampled companies collected in 2007. The purpose of this thesis is to examine extensively the key factors of the Porter’s Diamond Model and the GEM model’s influence on the competitiveness of the garment industry in Cambodia. The collected data from the surveys were analyzed through the SPSS software program. The results are reported in frequency tables, bar charts, pie charts, means, standard deviations and the Logit Model relative to explain the research questions. Combining all of the results in this thesis will reveal possibilities to strengthen the capacity of the garment sector to deal effectively with rapid change and growing competition in order to capture the trade opportunities that are being created through improved market access. The contributing factors that enhance international competitiveness of the garment sector are found to be electricity supply cost, labor forces availability, availability of cheap and abundant workers, local financial resource availability, stimulating collaborative innovation processes in the fields of dissemination and technological transfers for research and development (R&D), negotiating and lobbying improved market access for preferences under Most Favored Nation (MFN) or the Generalized System of Preferences (GSP) given by advanced countries, and collaboration between the government and private sector. In addition, the related government institutions have authorized the issuance of licenses or certificates of origin to the companies. They should take actions to eliminate corruption and other trade barriers. This paper also highlights these issues to be solved and suggests some strategies for enhancing competitiveness in the face of global environment challenges. Thesis (M.B.A.) -- Business Administration, School of Management. Mae Fah Luang University, 2008 2008-01-01T00:00:00Z http://mfuir.mfu.ac.th:80/xmlui/handle/123456789/483 Assessment of Manhattan special economic zone development in Cambodia Batith Sy Thesis (M.B.A.) -- Business Administration,School of Management. Mae Fah Luang University, 2008 2008-01-01T00:00:00Z