Scenario Planning of Srisothorn Apartment in Muang Khon Kaen District, Khon Kaen Province

Abstract

          The purpose of this study was to to study the scenario of the dormitory business around Khon Kaen University within the years 2022-2027, and to determine the strategy of Sri Sothorn Apartment, Muang district, Khon Kaen province under the scenario of the future. This study was the qualitative reserch. First, data were collected by interviewing 12 keys informant. After that, the researcher collected information from various sources and then analyzed it to find the driving factors to planing three scenarios. Next, SWOT and TOWS matrix were analyzed under the possible scenario for set the strategy dormitory business.
          The results showed that; The best scenario; the economy improving, the governance had policy to help entrepreneurs, the number of university student had grown, and the number of existing competitors decreased. The worst scenario; the economy slowed down, the governance hadn’t policy to help entrepreneurs, the number of university student decreased, the number of dormitories increased, and price competition. The possible scenarios included the economy were gradually improving, the governance had some policy to help entrepreneurs, and the number of dormitories had the same number of competitors. Therefore, the strategies plan of Sri Sothorn Apartment had the using social media to promote information and add a good review, renovating buildings, places and landscapes to make them good and livable, good relationship with existing customers, and rapid adaptation to the situation. The entrepreneurs of the dormitory business can use for the benefit of their business operations.