Guidelines for Developing Strategies for Community Enterprises in Chaiya District Surat Thani Province
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Abstract
Developing community enterprises to conduct sustainable business, generate income, and create a basic economic system in the community affects the country's economic development. This research examined the development strategies of community enterprises to promote economic growth of the foundation through structured interviews with leaders of 18 community enterprise groups registered in Chaiya District.
The results found that Community enterprises in the Chaiya district gathered to create income, build bargaining power with buyers and unite to conserve resources and culture in the community. The success of community enterprises that stems from Marketing factors were: 1) product factors, developing products to be different, having a unique identity, and reflecting local wisdom; 2) Product factors and the price factor. The use of raw materials in the community makes it possible to set the selling price lower than other manufacturers; 3) The product and distribution channel factors: bring product success factors with online media, Facebook, Line, websites of government agencies, and community enterprises. The success of the market factors that occur are limited in the province. Guidelines for developing community enterprises focused on increasing distribution channels by educating, understanding, applying technology to develop distribution channels for the majority of members who are the elderly and guidelines for community enterprise development. Awareness of group management modern entrepreneurship focused on market research and development before starting to plan the production of products and helping to access financial institutions or government agencies that have budgets to support operations.
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