Marketing and Competitive Advantages for Handicraft Entrepreneurs in Songkhla

Abstract

This research aimed to study the marketing of handicrafts from sugar palm fiber and the strategies to enhance compatible marketing and study sugar palm fiber products' market and analyze the competition to increase the potential in the handicraft market competition. The methodology used was qualitative research using identified sampling by interviewing the group leaders and the members of local community enterprises who produce handicrafts from sugar palm fiber in four areas in Amphur Sathing-Pha, Songkhla Province. The result revealed that there were two kinds of products from sugar palm fiber: weaved and wickerwork and using the products as decorating items to create various style of handicrafts. The marketing of the products composed of selling in festivals, made to order, and consignment. The main compatible advantages were costing strategies, differentiating, and Niche or Focus strategy. The palm fiber entrepreneur has high opportunity to succeed due to the increasing potential competition ability. Further more, promotion and OTOP products development can make value added to entrepreneurs for sustainability in competition.