Potential development for community business entrepreneurs: Lert-Ubon community business in Saimai District, Bangkok
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Abstract
This research aimed to study circumstances of business operation, environmental factors including obstacles affecting the business performance of the Lert-Ubon village’s community business in Saimai district, Bangkok. SWOT analysis technique was used to analyze internal and external factors. After that, all of the data were considered to develop the guidelines for developing business potentiality. The pilot project for enhancing business potentiality was employed and the outcomes were determined. The research design was participatory action research. The targets of this study were community business groups consisting of fabric product business group and cosmetic business group. 13 key informants were encompassing the chairman of Lert-Ubon community village, the leader and the members of the fabric product business group as well as the leader and the members of the cosmetic business group. The data were collected through in-depth interviews and focus groups. The findings revealed that both community business groups had encountered marketing problems particularly limited distribution channels and lack of promotion together with inefficient production management. However, the strengths that had been supporting factors to maintain business operation were the active and energetic character of the community business’s entrepreneurs for development, the talent and creativity in product development, and the concern on product quality. These strengths helped the Lert-Ubon village community business maintain the existing customer base. The pilot project regarding IT and online media workshop was handled for expanded distribution channel and marketing communication. The results showed the positive outcomes in the way that the products of both community business groups had gained more attention together with increasing purchase orders. Besides, there is the guideline of business potential development for community business in other areas to achieve business sustainability.
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