Development Guideline Strategies for Competitive Environment in Golden Banana Transform Business Entrepreneurs, Kamphaeng Phet Province

Abstract

The objective of this research has the aim as to study the competitive environment of the Golden Banana transform business entrepreneurs, analyze the important competitive environment of the Golden Banana transform business entrepreneurs and find out the development guideline strategies for competitive environment in Golden Banana transform business entrepreneurs. The 1^st objective: the data source was all of 196 people. Golden Banana transforms business entrepreneurs. The tool was the questionnaire. Mean and standard deviation are used to analyze the data. The 2^nd and 3^rd objectives: The populations were 196 Golden Banana transform business entrepreneurs. The samplings were 20 of the leaders and Golden Banana transform business entrepreneurs by using purposive sampling. The tool was the in-depth interview. Content analysis is used to analyze the data. The results had found that the whole image of the competitive environment of the Golden Banana transform business entrepreneurs was in moderate level. When considering in each aspect had found that there were a lot of competitors, followed by the entrepreneurs had variety competition channel methods and the customer bargained when they bought a lot of products, in order. The analyzing of the important competitive environment of the Golden Banana transform business entrepreneurs had found that the leaders and the entrepreneurs had the same ideas and consistent with the quantitative as 1^st: there were a lot of the competitors which analyzed in growth industrial life cycle, 2^nd: the entrepreneurs had variety competition channel methods which analyzed in growth to maturity industrial life cycle, and the customer bargained when they bought a lot of products which analyzed in maturity industrial life cycle. The development guideline strategies for competitive environment in Golden Banana transform business entrepreneurs should use growth strategy, not only develop the products to sell in the previous market, but also expand to the new market to reach the needs of the target customers and produce the differentiation products from the competitors.