MICE Business: Strategy Formation Using SWOT Analysis and TOWS Matrix Case Study: Strategy Formation for MICE Business in terms of Conventions and Exhibitions in Thailand.

Abstract

              This article aims to study the marketing mix of MICE Business and analysis of the opportunities, strengths, weaknesses, and threats, and also to investigate a case study of MICE Business involving conventions and exhibitions in Thailand. The technique called “TOWS Matrix” is used as a method which yields benefits to MICE entrepreneurs or stakeholders. The analysis for the strategy formation is divided into the following four types: SO Strategy, ST Strategy, WO Strategy, and WT Strategy.