This research aimed to study the marketing of handicrafts from sugar palm fiber and the strategies to enhance compatible marketing and study sugar palm fiber products market and analyze the competition to increase the potential in the handicraft market competition. The methodology used was qualitative research using identified sampling by interviewing the group leaders and the members of local community enterprises who produce handicrafts from sugar palm fiber in four areas in Amphur Sathing-Pha Songkhla Province. The result revealed that there were two kinds of products from sugar palm fiber: weaved and wickerwork and using the products as decorating items to create various style of handicrafts. The marketing of the products composed of selling in festivals made to order and consignment. The main compatible advantages were costing strategies differentiating and Niche or Focus strategy. The palm fiber entrepreneur has high opportunity to succeed due to the increasing potential competition ability. Further more promotion and OTOP products development can make value added to entrepreneurs for sustainability in competition.

This research was aimed to identify personal factors and consumers’ needs of the marketing mix as well as to study of the strategy development of instant clean foods business in Bangkok Metro Metropolis. To obtain the data a questionnaire was designed to gather the information from the 400 samples in the study selected by convenience sampling in five out of 50 districts from 50 districts. In-depth interviews were also arranged among five respondents. The statistical analysis was completed by percentage mean and SD. The hypothesis was tested by the t-test F-test and Oneway ANOVA. To test differences in pairs LSD was applied at the level of statistical significance at the 0.05. This research employed mixed research method: the quantitative research looked into the quantitative data obtained from the respondents who consumed instant clean foods. Qualitative research relied on the data from the indepth interviews of the clean food business operators. Concerning the marketing mix the targets groups and marketing strategies the research revealed most respondents were single female who aged 21-30 years old with bachelor’s degrees. The average incomes were 10000 - 20000 baht. Their needs related to the marketing mix were the importance of products relevant with freshness and cleanness. They highly focused on food prices and made a wide variety of payments (cash credit card online etc.) The consumers also paid attention to distribution channels at a high level (store sale convenience stores various online channels etc.) and convenient to buy from various reasons such as stores that were close to work schools and shopping malls. The consumers also paid high focus on the clean food promotion.