MANAGEMENT STRATEGY COMMUNITY ENTERPRISE GROUP, ORGANIC FARMING NETWORK, BAN PA CHING, CHANA DISTRICT, SONGKHLA PROVINCE

Abstract

The research aims 1) to study the problem and 2) to analyze the management strategies of the community enterprise group, Ban Pa Ching Organic Farming Network, Chana District, Songkhla Province. It is qualitative research (Qualitative Research) by studying 11 key informants, consisting of 4 group committee members, 6 government sponsors and 1 community leader, using a specific target group selection method (Purposive Selection) by studying documents and key informants. Use in-dept interviews and structured interviews to collect information about operating results. History How to manage and providing support in various areas using focus group decision methods with 13 group members to jointly analyze the internal and external environment SWOT ANALYSIS and use TOW MATRIX to create strategies for the group. And the obtained data was analyzed for content (Content Analysis) by describing the creation of inductive conclusions for the essay. The research results found that The appropriate strategy is 1) Proactive strategy (SO) is to strengthen the potential of leaders and networks. The group president uses leadership and a strong network to create opportunities to receive support from various agencies. 2) Corrective strategy (ST) is the participation of the new generation. The group uses various projects to attract the new generation into agriculture. 3) Preventive strategies (WO) are increasing community participation and public relations. by publicizing the group's activities through social media to create community awareness; and 4) a defensive strategy (WT) is to encourage people in the community to join together to do activities. By creating understanding about the benefits of integration through various meetings.