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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.
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