BUSINESS MANAGEMENT POTENTIAL AND BUSINESS STRATEGIES FOR COMPETITIVENESS OF HERBAL PRODUCT COMMUNITY ENTERPRISES IN PAK CHONG AND SIKHIO DISTRICT, NAKORN RATCHASIMA PROVINCE

Abstract

The objectives of this research were to study 1) problem conditions, needs, opportunities, competitiveness 2) business strategies and 3) management potential of herbal community enterprises in Pak Chong and Sikhio District in Nakhon Ratchasima Province. This is qualitative research from community enterprise members, totally 15 people by in-depth interview. 

The results of the research found that 1) problem conditions, such as the inadequacy of the group, economics and investment, herbal knowledge, online market, and technology shortages. Opportunities conditions: more people paying attention to herbal health care, more factories producing herbal products, and more network building of community enterprises. Needs conditions, include inheriting the cultivation of local herbs to the next generation. Support from various organizations and online selling 2) The business strategy of community enterprises is the internal management of the enterprise network, products, processes, and services with standard criteria to maintain quality. And 3) community enterprises potential found that (1) Financial Management (2) Production Management (3) People Management (4) Opportunity Management (5) Risk Management. Enterprise has competitive such as (1) superior community cooperation efficiency, (2) superior herbal quality, and (3) customers, community, and society responsibility.