ANALYSIS OF THE FIVE FORCES MODEL AND MARKETING ADAPTATION STRATEGIES OF COFFEE SHOP ENTREPRENEURS IN NORTHEASTERN THAILAND: FACTORS FOR COMPETITIVE ADVANTAGE
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This study aimed to examine the relationships among entrepreneurs’ perceived competitive pressures based on the five forces model factors, marketing adaptation strategies, and competitive advantage of coffee shop entrepreneurs in Northeastern Thailand. It is important to note that this study focuses on entrepreneurs’ perceptions of competitive forces rather than on objective industry-level conditions. A quantitative research approach was employed by collecting data from 288 coffee shop entrepreneurs and analyzing it using Structural Equation Modeling (SEM).
The findings revealed that coffee shop entrepreneurs had a high level of business environment awareness (𝒳̄ = 3.56), applied marketing strategies at a high level (𝒳̄ = 4.03), and possessed a high level of competitive advantage (𝒳̄ = 4.02). Hypothesis testing revealed that the five forces model was positively related to marketing adaptation strategies (r = .683, p < .001), marketing adaptation strategies were positively related to competitive advantage (r = .872, p < .001), and marketing adaptation strategies functioned as a full mediator, with 88.9% of the total effect being indirect. The findings also suggest that merely analyzing the business environment is insufficient; it must be translated into concrete marketing strategies to achieve competitive advantage.
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“ข้าพเจ้าและผู้เขียนร่วม (ถ้ามี) ขอรับรองว่า บทความที่เสนอมานี้ยังไม่เคยได้รับการตีพิมพ์และไม่ได้อยู่ระหว่างกระบวนการพิจารณาลงตีพิมพ์ในวารสารหรือแหล่งเผยแพร่อื่นใด ข้าพเจ้าและผู้เขียนร่วมยอมรับหลักเกณฑ์การพิจารณาต้นฉบับ ทั้งยินยอมให้กองบรรณาธิการมีสิทธิ์พิจารณาและตรวจแก้ต้นฉบับได้ตามที่เห็นสมควร พร้อมนี้ขอมอบลิขสิทธิ์บทความที่ได้รับการตีพิมพ์ให้แก่สถาบันการจัดการปัญญาภิวัฒน์หากมีการฟ้องร้องเรื่องการละเมิดลิขสิทธิ์เกี่ยวกับภาพ กราฟ ข้อความส่วนใดส่วนหนึ่งและ/หรือข้อคิดเห็นที่ปรากฏในบทความข้าพเจ้าและผู้เขียนร่วมยินยอมรับผิดชอบแต่เพียงฝ่ายเดียว”
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