Competitiveness Based on the Digital Economy Among Community Enterprises of Local Product Groups in Bangkok


  • Wanida Suwunniponth Faculty of Management Sciences, Suan Sunandha Rajabhat University


Competitiveness, digital economy base, community enterprises, local products


                  This research aims to analyze internal and external factors of community enterprises among local product groups in Bangkok, Thailand, and to develop competitive strategies in the digital economy. The research used a qualitative research method. Data was collected through in-depth interviews with key entrepreneurs from a list of 12 certified community products in Bangkok. Data was analyzed by using PRIMO-F Analysis, PEST Analysis, SWOT Analysis, and developed strategic planning by using TOWS Matrix technique.
               The results of the research show that the internal environment should entail proactive strategies to 1) develop brand value through consumer recognition 2) increase distribution channels through online exposure and 3) expand the market outside the community and globally through online media. Preventive strategies include 1) developing distinctive and unique storefronts 2) offering new products that differ from competitors 3) studying consumer behavior in the digital age and 4) building a customer database and good customer relations to build brand loyalty. The external environment should establish a development strategy to 1) apply new innovations to production and management 2) collaborate with educational institutions or government agencies to develop product innovation and improve knowledge in management and digital technology and 3) promote government agency support of digital business operations. The passive strategies are to 1) develop knowledge in operating businesses in the digital age 2) develop readiness to use digital technology and 3) develop an efficient digital-based management system. These findings can be utilized in the digital economy and society and be a model for further development of communities and countries.


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How to Cite

Suwunniponth ว. . (2021). Competitiveness Based on the Digital Economy Among Community Enterprises of Local Product Groups in Bangkok. Research and Development Journal Suan Sunandha Rajabhat University, 13(1), 1–21. Retrieved from



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