แผนกลยุทธ์ของสินค้านวัตกรรมและบริการปรับปรุงที่อยู่อาศัยสำหรับผู้สูงวัย ของบริษัทเอสซีจี ซิเมนต์-ผลิตภัณฑ์ก่อสร้าง จำกัด / เขมนาท ซิลวา=Strategic Plan for Elderly Care Product and Service of SCG Cement – Building Material CO, LTD./Khemmanart Silva
SCG elderly products, which include innovative products and residence modification services, are the comprehensive way of selling products along with services. These also cover counseling, design and estimation of the usage of materials and equipment in order to specifically match with the physical conditions of elderlies. Elderlies will be able to live their daily life on their own, or independently, comfortably and safely live with other generations.
Thailand is entering the aging society, and will become a complete aging society by 2024, having 20% of the population of age over 60. This is a good opportunity for business. However, the consumer attitude toward the selection of construction material products or the usage of residence modification services for elderlies is complicated. The author thus conducted a customer research entitled “factors influencing decision making of customers who selected products and residence modification services for elderlies of SCG” in order to use for the formulation of the business strategic plan.
It was found that more than 50% of the customer samples place importance on the residence modification for elderlies, giving priorities to the brand trustworthiness, expertise in design of service persons, reasonable pricing, modern product innovation and attractive design. This strategic plan will provide the innovative products and residence modification services for elderlies that can better satisfy the needs of the customers. This strategic plan for innovative products and residence modification services for elderlies uses the growth strategy, marketing strategy, and operation or service strategy, to fulfill the objectives of brand recognition building, to attract more customers and increase the total sales to 30 million baht by 2017.