Applications the 5 A's strategy to Thai SMEs in the digital age: A case study of SMEs selling products in Modern Trade in Bangkok

Abstract

The objectives of this study were 1) study the factors related to business planning of Thai SMEs for the sales business in Modern trade in Bangkok province, 2) analyze and synthesize the main variables related to business planning of Thai SMEs in the digital age for the sales business in Modern trade in Bangkok province, and 3) crystallize the appropriate variables to be used in designing a business plan model that is appropriate for business planning of SMEs to increase the efficiency of business management of the sales business in Modern trade in Bangkok province. Research Methodology: The sample consisted of qualitative research, focusing on the relationship between resilience and yield management that affect business efficiency, especially in entrepreneurial operations, to develop a model called RAY Canvas, which will be used to analyze and improve management strategies in organizations, using data from in-depth interviews and focus group discussions to create a deeper understanding of the factors affecting organizational efficiency. Research findings were as follows: Resilience has a positive relationship with business efficiency, allowing entrepreneurs to understand the current situation and use it to design and define business strategies appropriately, allowing them to understand rapid changes. Technologies are increasingly playing a role in the working world, and the ability to Yield Management has a positive relationship with business efficiency, reflecting financial risk, reflecting the liquidity of the business and the stability of that business. In order to benefit entrepreneurs in predicting the performance of the business, both factors can be used together with the 5A’s to be useful for entrepreneurs to be able to predict the performance of their business.