การคิดเชิงกลยุทธ์เพื่อพัฒนาวิสาหกิจชุมชนบ้านขนมบดิน ชุมชนมัสยิดสวนพลู แขวงบางยี่เรือ เขตธนบุรี กรุงเทพมหานคร
Year: 2023
Type: article
Abstract: The objectives of this research were 1) to extract lessons learned from Ban Khanom Badin community enterprise, and 2) to formulate strategies to develop Ban Khanom Badin community enterprise. Qualitative research was used to take a lesson learned according to the marketing mix through storytelling by interviewing the president and vice president of community enterprises and studying documents. The data was analyzed by content analysis. Strategies to develop community enterprises are formulated by using strategic thinking tools such as situation analysis, the TOWS matrix, the future workshop, and brainstorming. The results showed that Khanom Badin of Ban Khanom Badin community enterprise is outstanding in taste, authenticity, difficulty to imitate, various sizes of product, and worth. This community enterprise faces problems from rising raw material prices, which make them have to bear the cost of production and be less profitable as well as restrictions on packaging, distribution channel, and marketing promotion. In particular, the coronavirus pandemic has affected the Ban Khanom Badin community enterprise, causing sales to decline. Strategies to develop Ban Khanom Badin community enterprises include cost reduction, product value addition, distribution channel expansion, and branding. These strategies will help the Ban Khanom Badin community enterprise survive and grow in the future.
Institution: Dhonburi Rajabhat University
Language: Thai
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7215428822