Marketing strategy analysis of K.S. plastic works company

Abstract

This individual paper takes K.S. Plastic Works Company as the research objective. In the first part of the paper, it introduces SME business in Thailand because K.S. Plastic Works Company falls into Thailand's SME business category and the plastic industry at both global and domestic level, then moves on to the history of the case study company. In the past decade, the case study company faced a decrease in sales due to the fact that they could not catch up with the market because it was moving so fast, and they did not have any marketing knowledge to stay competitive against their competitor. Therefore, the researcher steps in and applies three marketing tools, which are PEST theory, 4Ps theory, and SWOT analysis, to analyze the internal and external environments of marketing for the case study company and its existing marketing strategy to help them understand the surrounding environment. After finishing applying all three marketing tools, the researcher proposed four main activities, which are: joining e-commerce platforms; creating new designs and models for company products; increasing social media activities; and finally, using new technology advertising techniques. Furthermore, the case study company should follow the researcher's suggestion because the researcher believes that by doing these four activities, it will improve the company's sales. Also, the cost of all four of the suggested activities is relatively low. Therefore, the case study company should work on them immediately.