Decode Covid-19 Crisis Management Policies and Strategies of Property Developers in Thailand – TOWS Matrix Model

Abstract

This study aims to (1) study Covid-19 Crisis Management Policies and Strategies of Property developers in Thailand ; (2) analyze impacts on Covid-19 Crisis Management adoption and (3) analyze the appropriateness of strategic plans during the crisis by using an analytic tool called ‘TOWS Matrix Model’. This Research is considered a qualitative research gathering data regarding property developers’ strategic plans and policies during the crisis in Thailand, as well as, company performances within first half-year of 2020. Furthermore, researchers found that a suitability of strategic adoption also depends on related factors including SWOT, liquidity, market customer and purposes of each companies as well as speed of response. Tows Matrix is beneficial for analyzing and choosing proper strategies, which mentioned factors lead to different results in performance of each company. Thus, the result tends to be useful for those property developers in order to prepare themselves for an upcoming crisis in advance.