Strategic Development Guidelines for Creating Competitive Advantage Tai Ban Paeng Reed-Mat Weaving Group Paeng Sub-district Kosum Phisai District Maha Sarakham Province

Abstract

This research consists purposes were 1. to analyze the current situation regarding strategic development approaches for creating a competitive advantage for the Tai Ban Paeng reed-mat weaving group 2. to examine demographic differences in opinions on strategic development approaches for creating a competitive advantage of the Tai Ban Paeng reed-mat weaving group in Paeng Sub-district Kosum Phisai District Maha Sarakham Province and 3. to develop strategic guidelines for enhancing the competitive advantage of the Tai Ban Paeng reed-mat weaving group in Paeng Sub-district Kosum Phisai District Maha Sarakham Province. This research employed a quantitative approach. The research instrument was a questionnaire, and the sample consisted of 385 participants selected through simple random sampling. The data collected from the questionnaires were analyzed using descriptive statistics, including percentage, mean and standard deviation. The research findings revealed that 1) The Tai Ban Paeng reed-mat weaving group faces four key situational aspects 1.1) Customer aspect Customers increasingly demand personalized and differentiated products, such as mats with modern patterns and designs 1.2) Organizational capability The group needs to adopt new technologies, such as using digital media for online sales, but still faces skill limitations 1.3) Competition New competitors are entering the market, leading to more intense competition in both price and quality 1.4) Changing business environment  Rapid economic, social, and technological changes increase business risks. In-depth interviews with some members indicated that younger customers are more interested in “fashion” products such as bags, hats, or home décor items rather than traditional mats. However, the qualitative data collected from interviews were limited to certain members and may not fully represent the entire group The overall level of opinions on strategies for creating competitive advantage was at the highest level (x̅ = 4.56, S.D. = 0.26) and 3) The proposed strategic development approaches for enhancing the group’s competitive advantage include 3.1) Customer-oriented strategies Expanding products to items such as seat cushions, carpets, curtains, wall decorations and bags 3.2) Organizational capability Improving design, dyeing techniques, digital marketing and basic management skills 3.3) Competition Studying market trends, consumer needs and new technologies to effectively promote products 3.4) Changing business environment Creating innovative products such as bags, hats, shoes, or home décor items made from reed combined with other materials to add value and broaden the customer base.