KEY SUCCESS FACTORS OF RENATAR AS A FOOD SUPPLEMENT ENTREPRENEUR IN THAILAND

Abstract

The key success factors of Renatar as a food supplement entrepreneur currently can be a guideline for the new generation of entrepreneurs in Thailand. It is well-established that shows the successes of four main factors which are Marketing Mix, Five Forces Model, Consumer Characteristic and Distribution Channel. This study aims to clarify why a few food supplement entrepreneurs have a wonderful success while many of them had failed when starting their food supplement business. It allows anyone to consider doing a start-up business to have an inspiration and a manual to see a financial opportunity and helps create a perspective about consumer decisions and the success period of a new food supplement company. The writer has used the primary research and conducted a qualitative method by using a teleconference interview technique. This technique will make the writer understood the depth of information in each successful factor that the interviewee has provided for the interviewer. The writer has interviewed only a food supplement entrepreneur who fits with the criteria and owns a successful company in a short period of time which is Renatar.