แผนการตลาดผลิตภัณฑ์เห็ดเข็มทองของบริษัท P เห็ด / ชาลินีย์ รอดผล = Marketing plan of golden needle mushroom business : case study P Hed Company / Chalinee Rodphon
Golden Needle Mushroom is winter crops with high nutritional value. It is also hygienic than other types of mushrooms. Currently they are produced to consume in domestic by P Hed Company is majority production with a market share of over 30%. The awareness and consumption of the mushrooms is a problem of golden needle mushroom industry today. Consumers are familiar and easy to find a tropical mushroom. The golden needle mushroom is not highly popular, although, mushrooms overall in high-value markets to 6 billion per year and is likely to be increased as consumer concern about healthy food. They are looking for good ingredient to replace meat, like a mushroom. The consumer research indicated that the major cause is the menu of golden needle mushrooms is not variety enough. And consumers are not aware of nutritional value, agriculture and hygienic production process of golden needle mushrooms. Moreover, it shows that the distribution channel is also important for the most consumers in the marketing mix factors.
This independent study is intended to present a marketing plan with competitive advantage for the P Hed company. It start in late of this year and next, 2013. First, we will develop to organic products to provide a new consumer brand recognition. And increase channel of distribution to consumers through the 8 branches of cold storages in Bangkok and its vicinity markets. They will be reduced transportation costs and provided better services. For the next phase, we will provide the marketing activities that focus on the consumption of golden needle mushrooms. It is end with the evaluation plan to measure and control the marketing plan to achieve the objectives set and the emergency plan for uncertainty case.
