การจัดการธุรกิจร้านตัดรองเท้าหนังในอำเภอเมืองเชียงใหม่

Abstract

The Purpose of this research was to study the Business Management of Leather Shoes Maker Shops in Mueang Chiang Mai District. Instruments used in this research were the form of observation and interview. Data were collected from the owner and questionnaires for customers of the Leather Shoes Maker Shops. The data were analyzed by content and presented in descriptive form. The results of this study were as follows: 1. The fundamental information of 3 Leather Shoes Maker Shops: The business had been run at least for 20 years and was a small business. Customer group were different depending on shop locations and each shop used similar channels to make a public relation such as Social Media like Facebook and E-mail and oral transmission by customers but the information exchange between the same entrepreneurs was slightly found. 2. For production, these 3 shops would mainly order materials from Bangkok and materials would be ordered complying with quantity of work. In term of management and labor selection, mostly, it would be cut in shop and if there were many orders, the work would be assigned to skillful shoe makers and wage payment would be done by works and difficulty. The prominent point of making shoe was that customers would receive works with delicacy and durability. 3. For marketing management, the competition of shops was in low rate due to the fact that there were pretty few ordered shoe shops, therefore, to determine product price depending on styles, used materials and difficulty. For product distribution, every shop would emphasize on distributing and making shoes by order at the same shop with target customers like students, officers and tourists. For marketing promotion, it focused on work quality so that the customers would order more shoes. There were some shops using Social Media to be channel of marketing promotion. Marketing problems that were found were higher price of materials, equipment including delivery fee and these may cause customers need products on sale.