ผลกระทบและการปรับตัวจากการระบาดของโควิด 19 ของธุรกิจร้านจำหน่ายอะไหล่รถยนต์ในกรุงเทพมหานคร

Abstract

This study aimed at studying the impacts of and responses to the COVID-19 pandemic of automobile spare part merchandising businesses in Bangkok. The study analyzed the external environment factors affecting the businesses, as well as identified their strengths, weaknesses, opportunities, and threats. Additionally, it examined the internal business operations using the business functions, the key success factors, the entrepreneur's adaptation strategies, and McKinsey 7s Framework. The study also investigated the assistance from the government and related organizations during the COVID-19 pandemic aimed at enhancing the resilience of the automobile spare part merchandising businesses in Bangkok. This study collected primary data through in-depth interviews with 15 entrepreneurs in small and medium enterprises in the automobile spare part merchandising businesses in Bangkok, with business structures of single proprietorships, partnerships, and limited companies in Bangkok. The data were collected then analyzed to present the findings. The study found that the majority of interviewed entrepreneurs had around 11-20 years of experiences in the business. The business structures included sole proprietorships, partnerships, and limited companies with more than 30 employees and annual revenues exceeding 20 million baht. The businesses were divided into departments such as procurement, logistics, packaging, accounting, and sales, showing a clear organizational hierarchy. The entrepreneur leadership style emphasizes providing guidance to employees and actively involving in problem-solving to prevent the accumulation of issues. In the overall operational system, it was found that various departments and some business units had developed software for operational enhancement. These included systems for product data management, accounting, inventory management, and programs assisting with organizational management. The overall employee skill development plan revealed a pattern of on-the-job learning rather than formal training. In some business units, continuous and rotational training was provided to employees to facilitate diverse work learning experiences. Personnel operations, in general, revealed that there were employees with sufficient job skills. In some cases, there was an insufficient number of employees with specialized knowledge. For the organizational culture, most of interviewed organizations had no clear organization culture. However, employees were encouraged to work diligently and swiftly. Before the COVID-19 pandemic, Automobile Spare Part Merchandising Businesses were not affected when compared to the period after the outbreak. The external environmental factors that had the most impact on the business were economic factors. These arose from increased operational costs due to economic recession. Businesses had to spend more on marketing to stimulate sales, while inflation pushed production costs higher and the depreciation of Baht raised raw material prices. Internal factors did not significantly affect business operations. Strengths of the business remained unaffected, such as convenient and fast delivery services. Weaknesses, like the scarcity of specialized skilled employees, were challenging to address. Opportunities that supported the business included the rate reduction of social security contribution for both employees and the businesses. Threats in business operations, such as consumers focusing on purchasing products or parts with not excessively high prices, were due to economic downturn factors. The crucial success factors from a business owner's perspective were employee service quality, customer relationship building, product quality, employee expertise, and inventory preparedness for distribution. During the COVID-19 pandemic, entrepreneurs were impacted by the economic downturn resulting from state-imposed measures to control the spread of the virus. This led to economic activities coming to a halt, causing a decrease in both individual and business income. Inflation occurred, product prices adjusted upwards, and the value of the Thai Baht depreciated. As a result, operational costs increased. The new normal behaviors caused businesses to incur additional expenses for implementing infection prevention measures within the premises. Customer dissatisfaction arose due to delays in product delivery caused by interrupted operations in certain business steps. Business owners adapted by enhancing customer communication and expanding online distribution channels. They also implemented self-protection measures for themselves and their employees, including the use of masks, alcohol sanitizers, and maintaining social distancing at work. Employee rotations were introduced to allow for versatile role handling. Some businesses tapped into reserves to increase liquidity. To ensure business survival, some businesses reduced salary and bonus expenses. Business owners seeked assistance from the government and related agencies. There should have been official channels for comprehensive dissemination of information regarding available relief measures. The process of receiving government aid should be straightforward and well-explained. Eligibility criteria for receiving assistance should be inclusive. Extending the duration of tax deductions was recommended. The government should provide financial support for entrepreneurs during crises. Keeping business information updated was essential to ensure that business owners' profiles matched the policy requirements for receiving aid.