Guidelines for Business Strategy Implementation of Entrepreneurs: A Case Study of a Shoe Factory in Bang Bon District, Bangkok
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Abstract
This article aims to 1) study the business problems of business operators, a case study of a shoe factory in Bang Bon District, Bangkok, and 2) study the business strategy adjustment guidelines of business operators, a case study of a shoe factory in Bang Bon District, Bangkok. This research is qualitative. The data collection tool is a semi-structured questionnaire. The informants in the case study are the owners and executives of a shoe manufacturing business, who successfully navigated the crisis through strategic management. The research results are as follows:
1) The problems faced by shoe manufacturing businesses in Bang Bon District, Bangkok, before the COVID-19 crisis were that they had a traditional working style, focusing on offline marketing and production based on customer orders, which had enabled the businesses to run smoothly during that time. However, following the COVID-19 crisis, the company faced numerous challenges, including a shortage of raw materials, increased production costs, a scarcity of skilled labor, and intensified competition from larger brands utilizing new technologies. This caused businesses that could not adapt to the current situation to lose opportunities for business growth.
2) The business strategy adjustment guidelines for shoe manufacturing entrepreneurs begin with planning appropriate and up-to-date strategies that address the challenges of high competition. The use of technology and innovation in production and marketing helps businesses become more efficient and differentiate themselves from their competitors. Additionally, providing quality customer service establishes a strong customer base for the industry. Building a skilled team is also an essential strategy for establishing a business, and planning an assessment helps the company adapt to its environment. The research results can serve as a guideline for fashion SMEs to effectively adapt during crises, particularly in terms of investing in innovation and developing labor skills.
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