A MARKETING STRATEGY ANALYSIS OF XIAOLONGKAN HOTPOT IN THAILAND
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Abstract
This study focuses on Xiaolongkan Hotpot in the Thai market and applies the 4Ps marketing mix theory (product, price, place, and promotion). It aims to examine how Xiaolongkan adapts its marketing strategies to the local market and to analyze the influence of these strategies on consumer purchase intention, while identifying current strengths and limitations. This research used a quantitative method. Data were collected through questionnaires from consumers who had dined at Xiaolongkan Hotpot in Thailand. Descriptive analysis, reliability and validity tests, correlation analysis, and regression analysis were conducted.
The results show that product strategy has the strongest influence, followed by price, place, and promotion strategies, with several areas needing improvement.
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