Strategic Management of Microenterprises in the Cha-am and Hua Hin Districts
This study’s objectives were to study the strengths, weakness, opportunities, threats to the business management, and management strategy of microenterprises in the Cha-am and Hua Hin districts. This study took on a qualitative method by conducting in-depth interviews of 40 microenterprises with accidental sampling and snowball sampling. It then applied content analysis and descriptive analysis to analyze the data. The study found that a strength is using little money for investment, a weakness is lacking skill and knowledge, and an opportunity is having a government policy that encourages more microenterprises. In addition, regarding strategic management, an entrepreneur should be service-minded, have good financial management, have an accounting system, and be able to think creatively.
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