ผลกระทบและการปรับตัวต่อการระบาดของโควิด 19 ของธุรกิจบ้านไม่จัดสรรในจังหวัดเชียงใหม่

Abstract

This study aims to examine the impact of and responses to the COVID-19 pandemic of non-housing estate in Chiang Mai Province and investigate how these businesses have adapted to the pandemic. Primary data was collected through in-depth interviews with 15 detached house business owners in Chiang Mai Province. The analysis and presentation of the findings focused on evaluating the external environment affecting these businesses, assessing strengths, weaknesses, opportunities, and threats, and analyzing the internal business environment using concepts from business administration, success factors, and business adaptation strategies. The study also examined the alignment of seven key factors and the support measures provided by the government and relevant agencies during the COVID-19 pandemic. The study found that most business owners had around 1-9 years of experience in operating their businesses. The business model involved purchasing land, dividing it, and building no more than 9 detached houses per plot for sale to customers. The organizational structure was simple, with no clear division of responsibilities, as the business owner worked alongside the employees. Organizational strategies were set informally, based on experience and an overall view of the economy. The businesses typically used basic accounting methods and hired experienced local employees, without providing formal training or developing a unified organizational culture. The work environment emphasized mutual dependence and cooperation. Traditional construction technologies were employed, while online platforms were used to reach potential customers.

Before the COVID-19 pandemic, the business operated normally, with flexibility and a high demand for houses from interested buyers. Real estate was in high demand, and there was strong buying interest from foreign nationals. However, at the onset of the COVID-19 pandemic, the most significant external factor affecting the business was the economy. Prices increased, customer purchasing power declined, and customers became more cautious with their spending due to concerns about job security and the overall economy. Internally, the biggest challenge was that employees did not fully understand the work processes, leading to tasks not being executed according to the plans. Limited financial resources also made cash flow management difficult, and the business struggled with liquidity. The strengths of the business included the aesthetic design of the houses, value for money, good locations, and the use of quality materials. However, the business faced limitations, such as limited capital and a shortage of experienced workers. Opportunities arose from government policies, such as reduced fees for the transfer of house and land ownership, lower mortgage registration fees, and interest rate reductions, which eased the burden on entrepreneurs and helped customers make quicker decisions to purchase homes. Obstacles included rising construction costs and economic concerns that caused customers to delay their purchasing decisions. Key success factors included a focus on quality and aesthetics, setting house prices that matched the customers' purchasing power, effective advertising to attract customers, and using personal capital to reduce financial pressure in business operations. During the COVID-19 pandemic, business owners were impacted by a decrease in home buyers, reduced liquidity, increased operational costs, and delays in project execution, all of which led to a decline in business revenue. As a result, entrepreneurs adapted their business models to align with the COVID-19 situation. They adjusted home designs to match customers' purchasing power, focused on building low-cost houses to keep sale prices reasonable and accelerate sales, and substituted certain materials to fit the budget and meet customer needs. In addition, in terms of operations, they shifted to online sales channels and implemented measures to monitor and prevent the spread of COVID-19. In terms of support from the government and related agencies, credit measures such as interest rate reductions and tax measures such as lowering the fees for house and land ownership transfers and mortgages have helped customers decide to purchase homes. However, these measures have not fully met the needs of business owners. Entrepreneurs still seek additional support, including the enhancement of career-related skills and knowledge, alleviation of operational costs, policies to further incentivize home purchases, tax reductions, increased efficiency in related government processes, stimulation of the economy, and control of consumer goods prices. High prices have raised operational costs, and lower costs would help ease the burden on business owners and allow customers to purchase homes at more affordable prices.