DEVELOPMENT OF MANAGEMENT STRATEGIES TO CREATE COMPETITIVE ADVANTAGES OF COMMUNITY ENTERPRISE OF WEAVING GROUP, BAN KUT WAH, KALASIN PROVINCE

Abstract

The objectives of this research were to 1) study the state of operation 2) analyze environmental conditions and factors related to the administration and 3) to develop management strategies and assess the competitive advantages of the community enterprise of the weaving group, Ban Kut Wah, Kalasin Province. The mixed method research was conducted by employing an in-depth interview and focus group from 21 key informants including the chairman and weaving group members. Data were analyzed by content analysis using SWOT analysis techniques and TOWS Matrix techniques. The developed business strategy was then assessed using a questionnaire collected from 132 weaving group members. Afterwards, the collected data were analyzed through the statistical analysis as in frequency, percentage, mean and standard deviation. The results revealed that the business strategies that were suitable for the weaving profession consisted of 1) Maxi-Maxi strategy was to create identity for distribution in the online market 2) Mini-Mini strategy was to build a network with communities and local authorities 3) Mini-Maxi strategy was to continually develop the skills of the group members and 4) Maxi-Mini strategy was to encourage engagement with stakeholders to build strong relationships. The level of competitive advantage from the use of business strategies was found that the quick response advantage was the highest average, followed by differentiation and cost strategy, respectively. Developing an appropriate business strategy was therefore essential to increase operational potential and create a competitive advantage for weaving community enterprises.