Strategy for the development of Ban Khlong Na Mon Community Enterprise, Sai Noi District, Nonthaburi Province for competitive advantage
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Abstract
The development of community enterprises requires strategies to enhance competitive advantage. The objectives of this research were 1) to analyze the external and internal environment of Khlong Na Mon Community Enterprise, Sai Noi District, Nonthaburi Province, and 2) to determine the strategy for competitive advantage of Ban Khlong Na Mon Community Enterprise Development, Sai Noi District, Nonthaburi Province. The researcher used qualitative research. Data was collected from an in-depth interview with 2 informants (president and vice president of community enterprise), focus group discussions with 11 community enterprise members, non-participant observation, and documents study. Data was analyzed by content analysis, using PEST analysis and five force model as a framework for analyzing the external environment. Value chain analysis was used as a framework for the internal environment analysis. The environmental analysis reflects strengths, weaknesses, opportunities and threats of Khlong Na Mon Community Enterprise leading to the formulation of strategies used by TOWS Matrix. The results showed that there are political and legal, economic, social and cultural, and technology factors that are opportunities and threats of Khlong Na Mon Community Enterprises. This enterprise has strengths and weaknesses in both its main and supporting activities. Strategies for competitive advantage include SO, WT, WO, and ST strategies. So strategy consists of increasing production capacity, expanding distribution channels, and retaining the old customer base and adding new customers. WT strategy consists of the use of modern technology to replace labor and building a network of other growers in nearby areas. WO strategy consists of improving the management system to be effective and establishing a standard for packing factories and procuring necessary materials and equipment. ST strategy consists of reducing the cost of producing vegetables for members, effective water management planning, and increasing plant protection measures of members. The results of this research can be used to formulate operational practices to increase competitive advantage further.
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