BUSINESS STRATEGIES OF MICRO SMALL AND MEDIUM-SIZED ENTERPRISES, VEGETABLES AND PROCESSED FRUITS IN THAILAND UNDER THE CONTEXT OF NEXT NORMAL

Abstract

Abstract

          The objectives of this research article was 1) to study and analyze the strengths, weaknesses, threats and opportunities of micro, small and medium-sized entrepreneurs from agro- processed vegetable and fruit businesses in Thailand under the Next Normal context by using SWOT Analysis. And 2) develop guidelines and formulate business strategies for micro, small and medium-sized enterprises in agricultural, processed fruit and vegetable businesses under the Next Normal context via the TOWS Matrix. This research is qualitative research, conducted by means of interviews with 3 groups totaling 27 entrepreneurs from processed agricultural business, Content analysis was conducted.

The results of the research showed that from the situation that the business group is facing, it can be divided into the approaches of the strategies used as follows: Micro Entrepreneurs choose Remedial Strategies;, focusing on gradual growth rather than follow the market too much. This is not to cause too much workload for the structure and at the same time, find a way to collaborate with a 3rd party to supplement with the use of technology in management. The aim is to build a strong financial foundation business to be stable before furthering various operations. Small entrepreneurs, on the other hand, opt for aggressive strategies; find technologies that can improve productivity in line with market demand as much as possible. Due to the presence of business networks and government support, it is possible to access the market demand. Mid-sized entrepreneurs opt for a defensive strategy; focusing on long-term technology for business stability and to be able to shift market competition from the Thai market that is too monopolized to international market.