COMPETITIVE ADVANTAGE STRATEGY IN GROCERY STORE BUSINESS OF ENTREPRENEURS IN KHLONG KRACHAENG SUBDISTRICT, MUEANG DISTRICT,
Keywords:
Competitive Advantage, Business Management, Grocery StoreAbstract
The objectives of this research are to study the grocery store business model in Khlong Krachaeng Subdistrict, 44Mueang District, Phetchaburi Province, to study the competitive environment of grocery store in Khlong Krachaeng Subdistrict, 4 4Mueang District, Phetchaburi Province and to study the Competitive advantage of grocery store business in Khlong Krachaeng Subdistrict, 44Mueang District, Phetchaburi Province. This research is a qualitative research method with in - depth interview for four entrepreneurs and two convenience store managers in Khlong Krachaeng Subdistrict, 44Mueang District, Phetchaburi Province. The research instrument was an interview form by using open-ended questions to collect data based on the descriptive analysis which analyzed and recorded from the interview, then classified into categories and analyzed the data according to the concept to find the conclusion. The result of this study are that 1) The grocery store business model is a registered trademark by a single owner who manages the business on their own. This type of business uses low cost, and easy to manage. 2)The competitive environment of grocery store business was found that the entrepreneurs made an adjustment by creating an understanding and loyalty among their customers in the business. In addition, customers can find materials or products by comparing the seller's bargaining. 3)The competitive advantage of grocery store business was found that the sellers and their customers communicate about product information to create purchasing attitude and behavior. Moreover, they manage by considering the profits of the business, determine the exact price, focusing
on services and customer convenience.
References
Ananchokprathom, I. (2015). Marketing Mix and Decision to Buy Products in Line Gift Shop. Bangkok: Master of Business Administration, Faculty of Commerce and Accountancy, Thammasat University.
Buranasri, K., Pongyila, A., Pancharoen, C. (2013). The Impact of The Business Environment on Organizational Entrepreneurship: Case Study of Medium and Large Scale Manufacturing Establishments in Thailand. Suddhiparitad Journal, 73-88.
Chaengploy, W., & Jesadalak, V. (2016). Strategies for Creating Competitive Advantage in the Coffee Shop Business of Small Entrepreneurs. Veridian E-Journal,Silpakorn University, 9(3), 1331-1349.
Chantaraphon, W. (2015). Marketing Mix and the Decision to Buy Equipment Gaming Gear. Bangkok: Master of Business Administration, Faculty of Commerce and Accountancy, Thammasat University.
Chongjit, S. (2015). Marketing Mix Factors Affecting the Decision to Buy Kitchen Equipment Via TV, Home Shopping of Consumers in Bangkok. The Proceeding of 2015 National Conference, Faculty of Communication Arts and Management Innovation, National Institute of Development Administration (9 June 2015).
Hongma, T. (2016). Retail Business Preparation Strategy to Support Participation ASEAN Economic Community 2015 By Using Delphi Technique. Panyapiwat Journal, 8, Special Issue.
Jiramat, P. (2011). Strategies for creating competitive advantage of entertainment operators in Chiang Mai. Bangkok: Master of Business Administration, Graduate School, Maejo University.
Lertsakonphan, K. (2015). Strategies to Create A Competitive Advantage That Affects the Selection of Commercial Bank Credit Cards for Working People in Bangkok. Journal of Marketing and Management, Rajamangala University of Technology Thanyaburi, 2(1), 117-125.
Nimkaew, K. (2011). Environmental Factors That Are Related to the Engagement of Personnel in the Organization: A Case Study of the Royal Irrigation Department Project Management Office, Samsen. Pathumthani: Master of Business Administration, Faculty of Business Administration, Rajamangala University of Technology Thanyaburi.
Rantharom, S. (2014). Marketing Mix Management of Second Hand Clothing Business in Hat Yai District, Songkhla Province. Songkhla Province: Master of Business Administration, Graducation School, Songkhla Rajabhat University.
Sangwon, N., & Sawmuang, S. (2014). Strategies for Building A Competitive Advantage In Thai Rubber To Asean Economic Community (AEC). Journal of Association of Researchers, 19(1), 111-122.
Serirat, et. al. (1998). Definition and Elements of Marketing Mix. Search on 2 April Search on 2 April 2018, from http://nampetchgm301.blogspot.com/2015/11/blog-post.html
Sirichotabandit, P. (2012). The Study of the Selection of Environmental Marketing Strategies that are Suitable for Thai Business Organizations. Bangkok: Research Report, Suan Sunandha Rajabhat University.
Songkiatisak, W. (2016). Environmental Factors, Safety Factors and Motivation Factors that Affect the Quality of Work Life of Factory Employees and Support Units of Saharuang Sugar Factory Limited, Mukdahan Province. Pathumthani: Master of Business Administration, Graduate School, Bangkok University.
Srichannil, S. (2010). Marketing Mix Strategy in Business Operation of Small and Medium Enterprises in Bang Kruai District Nonthaburi. Bangkok: Research report, Rajapruek University.
Thipsri, N., Bamrung, P., Kusaenjai, S., & Techayod, S. (2015). Competitive Advantage Through Strategic Market Management in the Changing Economy of the One Tambon One Product Business in Chiang Rai. Journal of Modern Management Science, 8(1), 153-166.
Wiset, N. (2012). Factors In The Business Of Being A Small And Medium Business Entrepreneur (Smes) In Nonthaburi Province. Bangkok: Research report, Rajapruek University
