Development of Strategies Management: A Case Study the Community Enterprises in the Lower Northeastern Region of Thailand

Abstract

Background and Objective: Thailand's Lower Northeastern Region, also known as the Nakhon Chai Buri Province Cluster, encompasses the provinces of Nakhon Ratchasima, Chaiyaphum, Buriram, and Surin City. This region is home to a thriving network of 232,001 community enterprises. However, a national workshop involving government agencies and community representatives identified key challenges hindering further growth. Despite their substantial potential to contribute to Thailand's economy and social fabric, community enterprises face limitations such as a lack of appropriate management strategies, Limited brand image, Difficulty in attracting and empoweringcommunity members, and Limited access to national and international markets. However, to developeffective strategies that address these challenges, a deeper understanding of the operational environmentof community enterprises is necessary. This study aims to develop targeted management strategies to support Community Enterprises in Thailand's Lower Northeastern Region. Methodology: This research is Qualitative research emphasizing community participation. Key informants include the president of the community enterprise and members of the community enterprise. Nakhon Chai Burin Province group, totaling 16 people, including those involved, (Participants) consisting of officials of the Provincial Agriculture Office, or District Agriculture Office, or DistrictDevelopment Officer, One person per province, totaling Four people, totaling 20 informants, usingthe method of selecting by the Purposive sampling. Data collection involved in-depth interviews, was developed and assessed for content validity by three experts, achieving a Content Validity Index (CVI) of 1.00. Main Results:These management strategies are guidelines for efficient and effective management to develop and promote the coexistence in developing the potential and performance of community enterprises to strengthen the sufficiency economy and promote a happy life. Conclusions: The strategies for developing in the Development of Community enterprises focus on four aspects: 1) Utilizing a Variety of Resources and product standards responds to consumer needs for sales, 2) Integration for product development to mitigate the risk of lack of technology and the negative impact of many products of the same type, 3) Government and Agency support to address the modern technology for development focusing on products and 4) The supporter of relevant quality products, OTOP standards, and various resources to counteract the threat to the world economy and consumer demand. These strategies can help Guide your community enterprise in leveraging its strengths, addressing weaknesses, capitalizing on opportunities, and mitigating threats to achieve sustainable growth and success.