Adaptation During the Next Normal of Community Enterprises in Processed and Food Product Groups in the Lower Central Region, Group 2

Abstract

The objective of this research was to study operating conditions. Factors related to operations and adaptation in the next normal era of community enterprises in the processing and food products group in the Lower Central Region, group 2. Which consists of Prachuap Khiri Khan, Phetchaburi, Samut Songkhram, and Samut Sakhon. In-depth interviews were conducted with a sample of participants in this research who were group chairmen or members who were key representatives from nine community enterprises in the Lower Central Region, group 2. Which received the Outstanding Community Enterprise Award at the provincial level in 2017–2022. Through semi-structured interviews on factors that make community enterprises successful, they received the Outstanding Community Enterprise Award. operating conditions of community enterprises during the pandemic situation and after the COVID-19 pandemic (next normal). Problems and obstacles in operation, as well as how to solve problems that arise. The study found that community enterprises should prioritize the involvement of enterprise members in their operations, systematic management, a market with more diverse distribution channels, strong leadership, a good production plan, and mainly use raw materials and local resources. These factors will contribute to efficient operation, and there are factors related to operations from the COVID-19 pandemic situation as follows: community enterprises have adapted to take care of health and safety from the epidemic and have adapted by applying technology and innovation in production and marketing, which will help community enterprises to be stable and could operate sustainably in the future.