Strategic Guidelines for Community Enterprise Development: A Case in Suankhan Ban Khanom of Community Enterprise in Changklang District Nakhon Si Thammarat Province
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Abstract
This research aims to study strategic guidelines for the Suankhan Community Enterprise (SCE) to enhance and develop its capacity in Suankhan Subdistrict, Chang Klang District, Nakhon Si Thammarat Province. This qualitative research collected data through focus group discussions with six purposively selected members of the Suankhan Community Enterprise specializing in homemade dessert production. The collected data were transcribed, sorted, and organized to identify key information and patterns.
A situational analysis was conducted using SWOT Analysis and TOWS Matrix techniques to develop strategic options. The final strategic guidelines were established through discussions with all members to ensure that the strategies align with the community enterprise’s goals and objectives.
The findings revealed three main problem areas currently faced by the community enterprise: group membership, production and operations, and product design and marketing. The primary strengths and opportunities of the enterprise include an experienced and knowledgeable group leader in dessert production and strong support from various government agencies. Additionally, the expansion of distribution channels, both online and offline, has allowed the enterprise to reach multiple target groups easily and efficiently with low costs. Strategic guidelines and recommendations for policy support were developed, focusing on capacity building and product development.
The research findings will assist policymakers and relevant government agencies in improving programs and policies aimed at developing community enterprises. Moreover, the study provides valuable insights for future qualitative research aiming to enhance other community enterprises and community-based products.
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