COMPETITIVE ADVENTAGES FOR DEVELOPMENT OF SUATAINABLE COMMUNITY ENTERPRISE: CASE STUDY OF TURTLE SCALES WEAVING

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Mullika Najanthong

Abstract

            The purpose of this research was to increase the competitive potentials of community enterprise for the career development group of Turtle Scales Weaving. The study method used both Quantitative Research and Qualitative Research type by studying from 2 sample groups, which were, the buyers of Turtle Scales Pattern cloth and community enterprise of the career development group of Turtle Scales Weaving Bann Nong wang sri. The instruments used included questionnaires and Focus Group technique for data collection. The research results revealed that most of the buyers held the career of civil servants/state enterprise. The Turtle Scales cloth had the channels to buy this kind of product only a little, the price suited the quality at a moderate level, and the overall marketing was at a moderate level. For the Focus Group, the results revealed that. Weaving in Turtle Scales Pattern got all materials from middle men, the problems found were about the uncertain price costs, and the group had little distribution channels from the souvenir shops which were limited in the single area; and public organizations in Kalasin province only, mostly sold as cloth for self-sawing. Therefore, it should increase the potentials by using the Cost Leadership Strategy, such the products design from remnants of cloth, and the Differentiation Strategy, such as the selection of color pairs. These strategies will help building the sustainably competitive advantages due to the analysis carried out from both buyers and producers existing in the marketing systems.

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บทความวิจัย