DEVELOPMENT OF MANAGEMENT STRATEGIES TO CREATE COMPETITIVE ADVANTAGES OF COMMUNITY ENTERPRISES IN CHANTHABURI PROVINCE AFTER THAILAND'S COVID-19 CRISIS

Abstract

This research focuses on assessing the operational performance of community enterprises in Chanthaburi Province following the COVID-19 crisis. It analyzes the strengths, weaknesses, opportunities, and challenges of community enterprises and develops management strategies to create competitive advantages. The study uses a sample of 100 community enterprise members and selects a model group ready for strategic development, namely the Chantharaburi Community Enterprise@Paknam Laem Sing, consisting of 24 members. A mixed-method approach is employed, combining quantitative and qualitative research with tools such as surveys and in-depth interviews.

The research results reveal that:

The overall performance level of community enterprises is good, but there are some areas for improvement, such as member welfare management and technology knowledge development. The SWOT analysis shows that the strengths of community enterprises lie in their adaptability and efficient use of local resources, while weaknesses include a lack of marketing knowledge and resource access. Opportunities include using online channels to expand markets, whereas economic instability and high competition are obstacles. The developed strategies include proactive (SO) strategies focusing on expanding online marketing, defensive (ST) strategies emphasizing the development of technology and online marketing knowledge, corrective (WO) strategies aimed at enhancing skills and knowledge for members, and protective (WT) strategies focused on reducing weaknesses and increasing the ability to handle risks. Implementing these strategies can effectively enhance the competitive advantage and potential of community enterprises in coping with post-crisis conditions.