Strategic Management Approach to Create a Competitive Advantage in the Thailand 4.0 of SMEs, the Automation Service Provider in Thailand
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Abstract
The economic development of Thailand in the era of Thailand 4.0 requires the empowerment of innovation and technology in each business sector with the support of development from automation service providers. This article is aimed at analyzing Competency development of automation operators in Thailand to enable entrepreneurs in Thailand to enhance their products and services to be able to compete internationally. It is necessary to establish a strategic management approach that is appropriate for each level of SMEs and in line with the long-term guidelines for organizational growth. In accordance with the master plan and policy of the 20-year Thai Industrial Development Strategy (2017-2036) by using the concept of competitive advantage and strategic management concepts in various relevant components.
The results of the study revealed that there is an important linkage in strategic management to create a competitive advantage between Organizational Vision, Innovation, Value Chain and Competitive Advantage of the Automation Service Provider. In terms of Organizational Vision, it was found that Setting a competitive strategy requires organizational vision management through the analysis of communication results. And the creation of participation of the people in the organization to see the importance of the organization vision together the overall targeting clarity of the organization is examined and evaluated to guide the members of the organization in the same direction to be the criterion for doing correctly. In terms of Innovation, it was found the link between strategic management of innovation and creating a competitive advantage in the automation service business. Because it is an industry that relies on technology capabilities. If the organization does not have a good deal of preparation for the business. It was impossible to compete with competitors in the industry. The global organization those are the service provider of automation are all focused and invested in technology and innovation within the organization, both tools and equipment including skills and attitudes to adapt to technology to develop capabilities in designing new processes and products and services. In terms of the value chain, it was found that building a competitive advantage is related to efficiency, profitability and customer satisfaction. Therefore, strategic management of the value chain can assist in the development and improvement of activities in line with the strategic objectives of creating a competitive advantage. From various factors Show that to enable the organization to create a competitive advantage for the sustainable growth of the automation service business. Establishing a clear approach to the organization in strategic planning, strengthening new tools and technologies and improve the value chain processes to meet the needs of the consumer market. While being able to manage cost efficiency well is very important.
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