The Marketing Strategy for Enhancing the Competitiveness of Local Traditional Stores in Thailand

Abstract

© 2020 The Society of Instrument and Control Engineers - SICE. Nowadays, traditional retail stores have greatly reduced their popularity. Due to the increasing number of modern shops, they have been attracting more people to enter their shops and use their services. Modern stores are better able to meet the lifestyles of people. Consequently, the GREAT model has been developed. It is suitable for traditional retailers in Thailand, which will enhance the competitive power of the local traditional stores and manage the stores to be more systematic and effective. It was designed and analyzed based on the marketing theory, whether as SWOT, 7P, and business model canvas, with additional questionnaires collected from the 400 owners of local traditional stores. To understand the perspective of traditional shops, a gap was being discovered and provided this model a complete and comprehensive development in every dimension. When store owners utilize this model, it will significantly help them get a better overall image of their business operations and conduct business with clear guidelines and procedures. In addition, this model would be able to help in identifying weaknesses and reinforcing strengths. As a result, traditional stores would be able to develop themselves to be the efficient stores for their community along with the enhancement of the Pracharat Blue Flag project and survive in this era of digital transformation.