THE ANALYSIS OF STRENGTH, WEAKNESS, OPPORTUNITY, THREAT FOR SME IN THAI CRISIS SITUATION OF COVID-19

Abstract

This article concentrates on studying entrepreneurship in terms of meaning concepts and characteristics of entrepreneurship and situations of SMEs in which entrepreneurship is the main source of innovation. employment and economic growth. However entrepreneurs face various challenges and dilemmas in today's world. The objective is to analyze the current situation of entrepreneurship in the era of COVID-19 coming to the crisis of business entrepreneurs by using the Swot Analysis model to analyze strengths, weaknesses, threats and opportunities, characteristics of SME entrepreneurs that there are management guidelines. and how to manage it to make the business progress and solution to survive and sustainable development that there are any factors that support entrepreneurs. So it is the reason for the study to be analyzed. and synthesize problems and find new ways to face the ongoing crisis. The author has used the tool to consider strengths, weaknesses, problems and opportunities. In resolving the current situation where the COVID-19 problem has occurred for more than 3 years, but still facing the problem of COVID-19 with new species with a qualitative method and a review of relevant literature on entrepreneurship by identifying strengths, weakness of the following opportunities for entrepreneurship and threats to entrepreneurship: competition, regulation, etc. In conclusion entrepreneurship is a challenging phenomenon that requires an integrated concept. To be a guideline for entrepreneurs and SWOT analysis, as well as problems of entrepreneurs who lack readiness to run a business. Including the changing market situation that entrepreneurs need to adjust or modify and just the current situation.