The Influencing Factors of the Internationalized Marketing Strategy of Agricultural Products of CP Group

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Title:
The Influencing Factors of the Internationalized Marketing Strategy of Agricultural Products of CP Group

Author:
Li Yue

Advisor:
Assoc. Prof. Dr. Qiu Chao

Degree:
International Business Management

Major:
Master of Business Administration

Faculty:
บัณฑิตวิทยาลัย (Graduate School)

Academic year:
2566 (2023)

Published:
Journal of MCU Philosophy Review, vol. 2 (July-December 2024)   https://so06.tci-thaijo.org/index.php/jmpr/issue/archive 


Abstract

The internationalization development of CP Group has become an important step of enterprise development. However, in the process of internationalization, CP Group is facing the problems of insufficient independent innovation ability, insufficient exploitation of the potential of the target market and insufficient influence of the brand of the internationalized enterprise. This study investigated the influencing factors of CP Group’s internationalized marketing strategy for agricultural products, addressing issues such as insufficient independent innovation, market potential exploitation, and brand influence.

The objectives of the study were:1) To explore the influencing factors that affect the internationalized marketing strategy of agricultural products of CP Group; 2) To determine whether self-innovation, target markets, corporate brand, marketing channels affect the internationalized marketing strategy of agricultural products of CP Group.

This study adopted the quantitative research method, 450 electronic questionnaires were distributed and 397 valid questionnaires were recovered, with a recovery rate of 88.22%. Based on the comparative advantage theory and international marketing theory, this paper found that: 1) The influencing factors of the internationalized marketing strategy of agricultural products of CP Group are self-innovation, target markets, corporate brand, marketing channels; 2) Self-innovation, target markets, corporate brand, marketing channels have a positive effect on the internationalized marketing strategy. For recommendations, the internationalized marketing strategy of agricultural products of CP Group should focus on the following aspects:1) Strengthening of independent innovation; 2) Rationalization of target markets; 3) Enhancement of brand effect; 4) Improvement of marketing channels.

Keywords: internationalized market, marketing strategy, agricultural products


The Influencing Factors of the Internationalized Marketing Strategy of Agricultural Products of CP Group

6417195818 Li Yue 2566 (2023) The Influencing Factors of the Internationalized Marketing Strategy of Agricultural Products of CP Group สารนิพนธ์ (Independent Study), Advisor: Assoc. Prof. Dr. Qiu Chao, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University

Academic Year 2023, Graduate School 2023, IMBA, IMBA 2023, Independent Study, Independent Study 2023, Master of Business Administration, Master of Business Administration (International Program) 2023, Master of Business Administration 2023, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration,International Business Management

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