แผนการตลาดเชิงกลยุทธ์ โครงการบริหารจัดการพื้นที่สำหรับจัดอีเว้นต์ และโรงละคร The Playhouse @ Sialm Square I / จารุพร กำธรนพคุณ=Strategic Marketing Plan for Event & Exhibition Hall (The Play House @ Siam Square I) / Jaruporn Kamtornnoppakun
This study aims to investigate the appropriate strategic marketing strategies of The Playhouse @ Siam Square I - a new state-of-the-art event destination of Bangkok. This is a part of TV Thunder’s vertical integration strategies by expanding firm’s capacity beyond primary business and performance. This research had been conducted under two methodologies; qualitative research done by in-depth interview with potential event organizers, and 300 quantitative surveys were sent out. The secondary data were also collected through literature reviews, case studies and research-related documents. The principal results showed that the 7P’s marketing mix concept obviously plays a powerful role in consumer’s behavior to attend an event or concert showed in playhouse or convention hall - PLACE and PROCESS are the most important factors affecting consumer’s decision making while the PHYSICAL EVIDENCE is the least. From the studies of trend and factors affecting marketing strategies for the targeted consumer, It was discovered that this group of people is in the need of products or services that be able to reflect self - identity and be aggregated with technological advancement. As a consequence, this study has made the way to develop appropriate marketing strategies applied to project “ The Playhouse @ Siam Square 1 for TV Thunder to expand the new business unit which eventually generate growth to the company. The playhouse will also be a new key player in development of art, culture and entertainment for students. Moreover, this business will gradually generate economical value for the country in the future. This study aims to investigate the appropriate strategic marketing strategies of The Playhouse @ Siam Square I - a new state-of-the-art event destination of Bangkok. This is a part of TV Thunder’s vertical integration strategies by expanding firm’s capacity beyond primary business and performance. This research had been conducted under two methodologies; qualitative research done by in-depth interview with potential event organizers, and 300 quantitative surveys were sent out. The secondary data were also collected through literature reviews, case studies and research-related documents. The principal results showed that the 7P’s marketing mix concept obviously plays a powerful role in consumer’s behavior to attend an event or concert showed in playhouse or convention hall - PLACE and PROCESS are the most important factors affecting consumer’s decision making while the PHYSICAL EVIDENCE is the least. From the studies of trend and factors affecting marketing strategies for the targeted consumer, It was discovered that this group of people is in the need of products or services that be able to reflect self - identity and be aggregated with technological advancement. As a consequence, this study has made the way to develop appropriate marketing strategies applied to project “ The Playhouse @ Siam Square 1 for TV Thunder to expand the new business unit which eventually generate growth to the company. The playhouse will also be a new key player in development of art, culture and entertainment for students. Moreover, this business will gradually generate economical value for the country in the future.
