Cross Cultural Marketing Mix Strategies of Thai Brand in the Chinese Market: A Case Study of TN company
คำสำคัญ:
Cross-cultural marketing, marketing mix, marketing strategies, Thai brandsบทคัดย่อ
The objectives of this research were : 1) to study cross-cultural product strategies of TN company in the Chinese, 2) to study cross-cultural price strategies of TN company in the Chinese, 3) to study cross-cultural place strategies of TN company in the Chinese, and 4) to study cross-cultural promotion strategies of TN company in the Chinese. This study employed qualitative methods. Data were collected from a sample of 15 participants, comprising 5 TN China regional executives, 5 loyal customers, and 5 industry experts, selected through a purposive sampling method. Data were analyzed by using thematic analysis to identify patterns and insights across interviews.
The research findings revealed that : 1) product strategy : TN enhanced brand identity by adapting product flavors, packaging, and integrating Chinese cultural elements, aligning with local preferences while retaining its Thai heritage, 2) pricing and promotion strategies : the company adopted flexible pricing to address diverse market demands and implemented effective promotional campaigns, leveraging social media platforms and culturally resonant holiday marketing to boost engagement, and 3) place strategy : TN expanded its distribution channels to second and third-tier cities and strengthened partnerships with local retailers, improving accessibility and market coverage.
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