Developing Potential of Entrepreneurs in Marketing to Build Strength of Community Enterprises, Nakhon Pathom Province

Abstract

The purpose of this research is to study and analyze the current situation in marketing and propose marketing guidelines for community enterprises in Nakhon Pathom province. Data were collected through interviews/group discussions with community enterprise entrepreneurs and a quantitative survey of consumers using simple sampling (n=400 tourists). Basic statistics—including percentages and averages—were used for analysis. Findings indicate that marketing challenges hinder the development of strong community enterprises. To address this, a 7Ps marketing strategy framework is proposed: Products or Services, Price, Place, Promotion, Personnel, Process, and Physical Environment. This framework serves as a guideline for enhancing marketing strategies and strengthening community enterprises sustainably.