The Marketing Management Strategies for Media and Printing Business of Suan Dusit University

Abstract

This research aimed to study marketing management strategies for the media and printing business of Suan Dusit University. This study was quantitative research. The study population consisted of instructors, staff, students of Suan Dusit University and external individuals/organizations. The sample group consisted of 384 people, selected using quota sampling. The research instrument was a questionnaire with a reliability of 0.970. Statistics used were mean and standard deviation. The research found that external factors of the media and printing business, according to the Six Forces Model, were overall at the highest level, with a balance between opportunities and threats equal to 0.002, with the bargaining power of suppliers at the highest mean. Internal factors, according to the 7-S McKinsey, were overall at the high level, with strengths slightly higher than weaknesses, equal to 0.079, with Suan Dusit’s shared values at the highest mean. The marketing mix, according to 7Ps, was overall at the high level, with the product aspect at the highest mean. The results of SWOT and TOWS Matrix analysis found that the business should use a mixed strategy, emphasizing an aggressive strategy primarily, while considering a remedial strategy and defensive strategy concurrently. This led to the development of the "GRAPHIC" strategy consisting of: Growth through Suan Dusit identity, Range of product diversification, Advance through technology and innovation, Partnership building through credibility, High-Quality differentiation, Innovation Center for learning, and Corporate Responsibility towards society and environment. These were integrated with the 7Ps marketing mix to create a competitive advantage.