STRATEGIES TO DEVELOP CAPABILITIES FOR ORCHID BUSINESS

Abstract

          The objectives of this research article were to 1) to study the operating conditions of orchid business operators 2) to study the performance of orchid business operators 3) to develop strategies for developing the performance of orchid entrepreneurs. The researcher collected data from in-depth interviews. Conduct interviews with three orchid entrepreneurs and collect data from questionnaires. The questionnaires were distributed to 400 orchid entrepreneurs and related persons. The statistics used were Statistical value, percentage, mean, standard deviation and analysis of the weight of the elements (Factor Analysis). Most of the respondents were male. Study at the bachelor level More than 31 years in business operation with monthly income less than 200,000 baht. Establishment of unregistered commercial businesses. The business is small and medium. The main components of the competency development of orchid business entrepreneurs consist of 3 aspects: 1) knowledge 2) skills 3) entrepreneurship. From the analysis with the percentage statistical values The respondents put the greatest emphasis on entrepreneurship, followed by knowledge and skills, respectively. In analyzing the component weight, there were 4 main components and 20 sub-elements. From the main components and sub-elements that have been defined as the strategy for developing the competency of the orchid business operator. Activities and approaches to implement all 3 areas with strategy 1, knowledge of orchid business, strategy 2, marketing management, strategy 3, self-development, strategy 4, leadership. From the strategy that has been used as a guideline for the orchid business operation or used to develop their business to be more complete.