Ninth International Conference on Advances in Social Science, Management and Human Behaviour - SMHB 2019
Author(s) : CHUN-UN, MANOP
This qualitative research focused on brand development and marketing strategies for Arabica coffee products for community enterprises in Mae Hong Son Province for commercial benefits. The sample group was selected by the purposive sampling and the sample employed a group of 30 quality home-made coffee makers and processors, who operated the market under the Hom Hoh brand. Data were collected by exploring the community context, group discussions and in-depth interviews including content analysis. The study indicated that brand positioning used to create competitive advantage and differentiation is a special high-quality organic coffee from a source only on Doi Mae Hoh. The essence of the brand is organic coffee that cares about all steps of the production process combined with no imitation. This brand is reliable, charming and identity of the original tribal coffee from Mae Hong Son and the competitive marketing strategy is the strategy to make a difference only in special market segments together with fair trade practices for all parties.