Creating Competitive Advantage of Small Private Tutorial Business in Lampang Province
Article Sidebar
Main Article Content
Abstract
The purposes of this research were to study the current tutorial business environment and demographic characteristics of learners in Lampang; analyze Porter’s generic competitive strategies used by small tutorial school business and preferred by learners; provide competitive advantage guidance to small tutorial school business in Lampang. A mixed method research approach was selected and conducted. First, a qualitative study involving semi-structured interviews was conducted with five entrepreneurs selected through purposive sampling. Second, a survey instrument for quantitative research using a structured questionnaire was distributed to 400 respondents. Data were analyzed by descriptive statistics (percentage, mean, and standard deviation) and One-way ANOVA, t-tests were used for testing hypothesis. The significant findings revealed that most of the entrepreneurs did not use any particular strategy but rather a mix of different strategies. It was found that differentiation strategy is the most preferred strategy which was confirmed by respondents with the highest mean rating of 4.22; results revealed that learners prioritized the providers who listen to their feedback. Cost Leadership Strategy with mean rating of 4.17 was the second most preferred. Focus Strategy with mean rating of 4.11
was the least preferred strategy; results revealed that learners weighted Cost Focus on fair prices along with high-quality courses and services. Based on the hypothesis testing it was found that learners with different demographic characteristics with the exception of gender yielded a significant difference on all generic competitive preferences. It was found to be consistent with the current strategies used by tutorial businesses at a statistically significant level below 0.01.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ลิขสิทธิ์ของบทความ
ผลงานที่ได้รับการตีพิมพ์ถือเป็นลิขสิทธิ์ของมหาวิทยาลัยหอการค้าไทย ห้ามมิให้นำเนื้อหา ทัศนะ หรือข้อคิดเห็นใด ๆ ของผลงานไปทำซ้ำ ดัดแปลง หรือเผยแพร่ ไม่ว่าทั้งหมดหรือบางส่วนโดยไม่ได้รับอนุญาตเป็นลายลักษณ์อักษรจากมหาวิทยาลัยหอการค้าไทยก่อน
References
Akkharamaeteephan, W. (2018). The effect of band loyalty in tutoring school in Thailand (Unpublished
master’s independent study). Thammasat University, Bangkok.
Anwar, M., & Shah, S. Z. (2021). Entrepreneurial orientation and generic competitive strategies for
emerging SMEs: Financial and nonfinancial performance perspective. Journal of Public
Affairs, 21(1), 1-17.
Arayakul, L. (2016). Factors affecting the decision to select tutor centers of parents’ high school
students in Samut Prakan Province (Unpublished master’s thesis). Prince of Songkla
University.
Baltzan, P., Phillips, A. L., & Haag, S. (2010). Business driven technology. Boston, MA: McGraw-
Hill/Irwin.
Banham, H. C. (2010). External environmental analysis for small and medium enterprises (SMEs).
Journal of Business & Economics Research (JBER), 8(10), 19-26. doi:10.19030/jber.v8i10.770
Chaikla, T. (2016). Strategies creating competitive advantages for small hotels in Phayao
(Unpublished master’s independent study). University of Phayao.
Chulanutrakul, K. (2019). Consumer behavior in buying tutorial courses of university students
(Unpublished master’s independent study). Thammasat University, Bangkok.
Dawes, S. S. (1996). Interagency information sharing: Expected benefits, manageable risks. Journal
of Policy Analysis and Management, 15(3), 377-394.
Erawan, T. (2021). Purchase intention of franchised coffee in Thailand. Journal of Business
Administration, 44(170), 32-54.
Essel, B. K. C., Adams, F., & Amankwah, K. (2019). Effect of entrepreneur, firm, and institutional
characteristics on small-scale firm performance in Ghana. Journal of Global Entrepreneurship
Research, 9(1), 1-20. doi:10.1186/s40497-019-0178-y
Gecheo, S. N. (2020). Porter’s generic strategies and competitive advantage of small and medium
enterprises within industrial area of Nairobi City County (Doctoral dissertation, University
of Nairobi). Retrieved from http://erepository.uonbi.ac.ke/handle/11295/154526
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: A global
perspective (7th ed.). Upper Saddle River, NJ: Pearson.
Handoko, T. H. (2011). Management and the external environment. Jakarta, Indonesia: Citra Karsa.
Imyim, T. (2020). Marketing strategies development for creating competitive advantage of tutorial
schools businesses in Bangkok. Journal of Suvarnabhumi Institute of Technology, 6(2),340-352.
Intharapong, S. (2014). Strategies for competitive advantage in the drugstore business (Unpublished
doctoral dissertation). Naresuan University, Phitsanulok.
Islami, X., Mustafa, N., & Latkovikj, M. T. (2020). Linking porter’s generic strategies to firm performance.
Future Business Journal, 6(1), 1-15. doi:10.1186/s43093-020-0009-1
Ivankova, N. V., Creswell, J. W., & Stick, S. L. (2006). Using mixed-methods sequential explanatory
design: From theory to practice. Field methods, 18(1), 3-20.
Jatute, K., & Thawinkarn, D. (2019). The study components of entrepreneurial equity brand for
tutorial school in Thailand. Journal of Critical Reviews, 6(4), 14-17. doi: 10.22159/jcr.06.04.03
Johnson, G., Scholes, K., & Whittington, R. (2008). Exploring corporate strategy: Text and cases
(8th ed.) Harlow, England: Prentice Hall.
Kasikorn Research Center. (2006). Business tutorial on the admissions systems: Continuing to
grow. Retrieved May 12, 2021, from https://kasikornresearch.com/th/analysis/k-social/
Pages/7715aspx?fbclid=IwAR1PNAXPa4Vm1pkqoDUTWG0igSV1SycGjK7mvQNhu2
Pbq72CtHDmNrvb2jE
Kasikorn Research Center expected to open the big semester in 2018, parents spend 27,500 million
baht. (2018, May 10). Marketeer Online. Retrieved from https://marketeeronline.co/
archives/26782
Khanthap, J., Chusorn, P., & Phusrisom., S. (2017). The development of indicators of decision making
in tutorial schools. Journal of Educational Administration, Khon Kaen University, 13(1),
-202.
Kotler, P., & Keller, K. L. (2012) Marketing management (14th ed.). Upper Saddle River, NJ: Pearson
Education.
Kraivutinundh, W., Netpradit, N., & Awirothananon, T. (2018). The relationship model of performance
of the language schools entrepreneurs in Thailand. Journal of Management Science,
Chiangrai Rajabhat University, 14(1), 94-118.
Krishnaswamy, J., Seow S. K., & Annamalai, N. (2019). The shadow education system: Learners’
responses to private tutorial learning. Malaysian Journal of Learning and Instruction, 16(2),
-225.
Mekić, E., & Mekić, E. (2014). Supports and critiques on Porter’s competitive strategy and
competitive advantage. In International Conference on Economic and Social Studies.
Retrieved from https://www.researchgate.net/publication/266967720_Supports_and_
Critiques_on_Porter’s_Competitive_Strategy_and_Competitive_Advantage
Moon, H. C., Hur, Y. K., Yin, W., & Helm, C. (2014). Extending Porter’s generic strategies: From
three to eight. European Journal of International Management, 8(2), 205-225.
Morgunova, E. P., & Bolkina, G. I. (2021). Influence of external environment analysis on
the competitiveness of business operations of an industrial enterprise (evidence from
mining and metallurgical industry). International Science and Technology Conference:
Earth Science, 8-10 December 2020, Vladivostok, Russian Federation, 666, 1-11.
doi:10.1088/1755-1315/666/6/062037
Moyer, E. M. (2003). Gender differences in preference for learning environment among aviation
education students (Master’s thesis). Embry Riddle Aeronautical University, Daytona Beach,
Florida. Retrieved from https://commons.erau.edu/cgi/viewcontent.cgi?article=1212&
context=db-theses
Nuchma, P. (n.d.). Factors affecting secondary student’s decision making to attend tutorial
school in Phraharuthai Donmueang School. Retrieved from https://mmm.ru.ac.th/MMM/IS/
twin-7/6114152108.pdf
Pakawanchat, N., & Jiyachan, J. (2018). Marketing strategy affecting to the effectiveness of decision
to study a tutor school on marketing mix. Journal of Suvarnabhumi Institute of Technology,
(Special), 335-349.
Pearce, J. A., Robinson, R. B. (2005). Strategic management: Formulation, implementation, and
control (9th ed.). New York, NY: McGraw-Hill.
Pisanwacharin, C., & Suwanarak, K. (2021). A study of senior high school learners’ motivation in
learning English at a tutorial school. Suthiparithat Journal, 34(110), 90-102.
Porter, M. E. (1985). Competitive advantage: Creating and sustaining superior. New York, NY:
The Free Press.
Porter, M. E. (1996). What is strategy? Harvard Business Review, 74(6), 61-78.
Purković, D., Suman, D., & Jelaska, I. (2021). Age and gender differences between pupils’
preferences in teaching general and compulsory technology education in Croatia.
International Journal of Technology and Design Education, 31(1), 919-937. doi:10.1007/
s10798-020-09586-x
Ratchakhom, S. (2016). Tutor characteristic as the mediating role between marketing orientation
and business performance of tutorial business in Thailand (Unpublished doctoral
dissertation). Lampang Rajabhat University.
Serirat, S., Serirat, S., Patavanij, O., & Laksitanon, P. (2003). Modern marketing management.
Bangkok, Thailand: Theera Film & Scitex.
Sriring, K., & Sangchai, N. (2018). Factors affecting primary student and parents’ decision making
for choosing English tutorial institutes In Ban Phai District, Khon Kaen Province. Payap
University Journal, 28(2), 117-128. https://doi.org/10.14456/pyuj.2018.25
Syntia, R., & Mulya, M. B. (2018). The effects of internal and external environment on SMEs
empowerment-based environmental management. Proceedings of the 7th International
Conference on Multidisciplinary Research (ICMR 2018), 603-608. doi: 10.5220/0008891106030608
Tashakkori, A., & Creswell, J. W. (2007). Exploring the nature of research questions in mixed methods
research. Journal of Mixed Method Research, 1(3), 207-211. doi: 10.1177/1558689807302814
Tens of billions of “tutoring businesses surge”, closing thousands of places. (2021, April 3).
Prachachart Online. Retrieved from https://www.prachachat.net/prachachat-top-story/
news-641796
Thailand National Statistical Office. (2013). Social Indicators 2013. Retrieved from http://web.nso.
go.th/en/survey/env/data_env/580611_indSoc2013.pdf
Tutoring in crisis’ 50% of learners decline: Discount – star tutors as selling point. (2019, April 20).
Prachachat Online. Retrieved from https://www.prachachat.net/education/news-316924
Tutoring schools adapted to escape death: Major players sold - reduced branches. (2019, November
. Prachachart Online. Retrieved from https://www.prachachat.net/education/news-391376
Uea-umakoon, W., Niamsanit, R., & Jarernsiripornkul, J. (2015). Business design: A case study of
insight academy in Khon Kaen Municipality. MBA-KKU Journal, 8(1), 91-110.
Wisdom, J., & Creswell, J. W. (2013). Mixed methods: Integrating quantitative and qualitative data
collection and analysis while studying patient-centered medical home models. Retrieved
from https://pcmh.ahrq.gov/sites/default/files/attachments/MixedMethods_032513comp.pdf
Wongma, K. (2013). Behavior of secondary school students towards selecting tutorial schools
in Mueang Lampang District (Unpublished master’s independent study). Chiang Mai
University.
Woodruff, J. (2019, February 13). What are demographic characteristics in a customer profile?
Chron. Retrieved from https://smallbusiness.chron.com/demographic-characteristicscustomer-
profile-76467.html
Wootmongcolpanit, S. (2016). Factors affecting consumer choice of grade 7-12 tutorial schools in
Bangkok (Master’s thesis). Thammasat University, Bangkok. Retrieved from http://
ethesisarchive.library.tu.ac.th/thesis/2016/TU_2016_5802030980_5186_3939.pdf
Wright, P. (1987). A refinement of porter’s strategies. Strategic Management Journal, 8(1), 93-101.
Yamane, T. (1967). Statistics: An introductory analysis (2nd ed). New York, NY: Harper & Row.
Yimniyom, M. (2016). Factors affecting secondary learners’ decision making to attend tutorial
schools in district, Nonthaburi (Master’s thesis). Rajamangala University of Technology
Phra Nakhon, Bangkok. Retrieved from https://repository.rmutp.ac.th/bitstream/
handle/123456789/2640/BUS_61_17.pdf?sequence=1&isAllowed=y