ผลกระทบและการปรับตัวจากการระบาดของโควิด 19 ของร้านอาหารระดับกลางในจังหวัดเชียงใหม่

Abstract

This independent study aims to investigate impact of and responses to the COVID-19 pandemic of Japanese restaurants in Chiang Mai Province. The research employs a comprehensive analytical approach, utilizing the McKinsey 7S Framework to evaluate both external and internal environment factors affecting these businesses. The study analyzes the external environment impacting the businesses, including SWOT analysis, and examine the internal business environment through business management functions. Key success factors for these enterprises are identified, and the adaptation strategies employed by entrepreneurs are investigated. The research assesses the alignment of the seven factors within the McKinsey 7S framework and evaluates the assistance measures provided by the government and relevant agencies during the COVID-19 outbreak. The study collected data through in-depth interviews with 10 Japanese restaurant entrepreneurs in Chiang Mai province who manage to sustain their businesses during the pandemic. This data are used for analysis and the results are presented. Findings reveal that most entrepreneurs have less than 10 years of business experience. The businesses are typically sole proprietorships with 5-25 employees and average annual revenues ranging from 240,000 to 3,450,000 baht. The organizational structure includes management overseeing operations with clearly defined roles and responsibilities. These businesses demonstrate various strengths and employ diverse operational strategies. Entrepreneurs prioritize skill development, employee care, and the inculcation of Japanese customs and cultural concepts to help staff understand and apply them to the business as intended, which has been well-received by all employees. Prior to the COVID-19 outbreak, Japanese restaurants are popular among both Thai and foreign customers, with steadily increasing sales. However, the pandemic significantly impacts revenue, with over 90% typically coming from dine-in customers. The most significant external factor affecting businesses is the economic situation, causing a 20% increase in raw material prices and procurement difficulties due to delayed transportation, leading to higher operational costs. Consumers also reduce non-essential spending. Labor laws do not significantly impact businesses as entrepreneurs strictly adhered to regulations. Most entrepreneurs do not participate in government assistance programs, perceiving minimal impact on their businesses. Regarding internal business factors, entrepreneurs' experience in the Japanese restaurant industry leads them to implement income management plans by increasing online ordering channels and managing business risks by assessing situations to prepare reserve funds. Although there are some liquidity issues, these are temporary. Marketing strategies include promotional discounts on special occasions and highlighting strengths such as quality ingredients, taste, chef's specials, value for money, portion sizes, and service to enhance customer satisfaction. Human resource management involves training and skill development to ensure staff expertise and interchangeability. Factors contributing to business success include customer honesty, quality ingredient selection, location, customer service, authentic Japanese flavors, portion sizes, pricing, food variety, uniqueness, and setting business goals. Furthermore, entrepreneurs express a need for government assistance in six main areas: (1) controlling raw material prices, (2) subsidizing social security contributions for employees during the economic and pandemic situation improves, (3) reducing or suspending debt payments to financial institutions, (4) providing funding sources for working capital or reserves, (5) adjusting or suspending debt payments to financial institutions, and (6) coordinating the transportation system for imported goods.