ONLINE MARKETING SUCCESSFUL MODEL OF READY-TO-EAT FOOD ENTREPRENEURS IN THAILAND
Many successful ready-to-eat food entrepreneurs in the online market Provide their customers with delicious food, new and affordable and speedy service Presently, due to the high competition caused by a large number of new entrepreneurs, those who lack knowledge of online marketing often struggle to succeed. Since marketing is constantly changing, businesses must be agile and develop their organization to stay competitive. This research aims to 1) examine the level of development of personal capabilities, digital marketing strategy, management innovation, organization agile and online marketing success of the ready-to-eat food entrepreneurs in Thailand, ; 2) explore the influence of the development of personal capabilities, digital marketing strategy, management innovation and organization agile towards online marketing success of the ready-to-eat food entrepreneurs in Thailand, ; and 3) develop the online marketing successful model of ready-to-eat food entrepreneurs in Thailand. The study employed a mixed research methodology consisting of quantitative and qualitative approaches. The quantitative aspect involved a, sample group was of 400 ready-to-eat food exporters, with the sample size determined based on the 20-time criteria of the observed variables through the multiple-stage sampling. Data collection was conducted through questionnaires, which were later analyzed using structural equation modeling. For the qualitative aspect, 20 ready-to-eat food entrepreneurs and experts in Thailand were interviewed in-depth as primary informants. The findings revealed that 1) the level of development of personal capabilities, digital marketing strategy, management innovation, organization agile, and online marketing success of the ready-to-eat food entrepreneurs in Thailand were all at a high level, ; 2) the development of personal capabilities, digital marketing strategy, management innovation and organization agile influenced online marketing success of the ready-to-eat food entrepreneurs in Thailand at a statistical significance level of .05, ; and 3) the online marketing successful model of ready-to-eat food entrepreneurs in Thailand, as developed by the researcher, was called the “PCOA Model” (Development of Personal Capabilities and Development of the Organization Agile for Successful Ready-to-Eat Food Products in Thailand). Based on the qualitative findings, it is crucially for ready-to-eat food entrepreneurs in Thailand to respond to changes in customer behaviors by continuously improving their packaging, taste, and variety of products in accordance with customer demands. These findings can serve as a valuable guideline for establishing effective business policies to enhance the online marketing success of such entrepreneurs in Thailand.
Successful Model/Online Marketing/Ready-to-Eat/ Food/Thailand.