Business Competitiveness Potential of Kasetsart University Cooperative Store Co., Ltd.

Abstract

        This research aims to study the competitive potential of Kasetsart University Cooperative Store Co., Ltd. in conducting business and providing services to customers and members. It is a qualitative research by conducting in-depth interviews with the board of directors and managers of the cooperative store and observations such as attending meetings, visiting the cooperative store, and annual business reports for the past 5 years from 2018-2022, meeting reports, and related research documents using the SWOT Analysis and Business Model Canvas methods with 9 components, along with developing the business competitive potential of the cooperative store. The research results found that the cooperative store should develop its competitive potential as follows: 1. Overall cost management by reducing sales costs and operating expenses 2. Developing sales work, both service provision, and efficient distribution channels 3. Personnel work, i.e. developing the potential of the cooperative store staff according to their job positions, including understanding the work and access to ready-made program data provided by the Business-plus system by analyzing data from the system to create weekly, monthly, and yearly plans for decision-making in efficient management. This research can be applied to the business operations of cooperative stores in Thailand to increase competitiveness within the retail industry, allowing the business to survive and be sustainable. However, the application of business model innovation must consider the organization's business model, including its potential and limitations. To obtain a model that is most suitable for the organization and helps increase the organization's ability to compete to its full potential.