กลยุทธ์ธุรกิจร้านอาหารพื้นเมืองลำแต้ตวย อำเภอเมืองเชียงใหม่

Abstract

The purpose of this independent study is to investigate the business strategy of Lamtaetouy Northen Thai Restaurant in Amphoe Mueng, Chiang Mai Province by examining strengths, weaknesses, opportunities, and threats. The TOWS Matrix was also employed to determine a business strategy. The data collected was divided into two parts. The questionnaire was employed to collect the data of the first part from customers and the in-depth interview was used to gather the data of the second part from nine administrators and staff and ten customers of the restaurant. The data from the interviews was analyzed using content analysis and the data from the questionnaire was analyzed by frequency, percentage, and mean. Both parts of the data were analyzed for strengths, weaknesses, opportunities, and threats. The TOWS Matrix analysis was also used to determine an appropriate business strategy for Lamtaetouy Northen Thai Restaurant. The findings of the first part were from the customers of Lamtaetouy Northen Thai Restaurant. The study revealed that the questionnaire respondents were female aged between 31 and 40 years old and self-employed. Their salary range was from 10,001 to 20,000 baht. The food cost per meal that they were satisfied to pay was between 50 and 100 baht. The menu that they always ordered was rice noodles with spicy pork sauce (Nam Ngiao). Most of them went to the restaurant from Monday to Friday from 12.01 to 13.00. Overall, the customers were satisfied with the marketing mix of Lamtaetouy Northen Thai Restaurant at a high level. They were satisfied with people, process, product, and price at the highest level respectively. In terms of physical evidence, place, and promotion, they were satisfied at a high level respectively. Regarding the findings of the second part, the TOWS Matrix analysis was used to come up with an appropriate strategy for Lamtaetouy Northen Thai Restaurant. It found that Market Penetration with the use of social media for distribution of information and promotions for festive or special occasions to stimulate the sales continuously and with the use of culinary storytelling to create the value of products for customers to acknowledge the quality and to create the desire to consume products in spite of economic difficulties was a suitable strategy.