THE DEVELOPMENT OF BUSINESS STRATEGIES FOR HYDROPONIC VEGETABLE ENTERPRISES IN SURIN PROVINCE

Abstract

This study aimed to develop a business plan for hydroponic vegetable production in Surin Province, Thailand. The research focused on analyzing the business environment, identifying strengths, weaknesses, opportunities, and threats through a SWOT analysis, and proposing appropriate strategies to enhance the competitiveness of hydroponic vegetable enterprises in the region. A qualitative research approach was employed. Data were collected through in-depth interviews with five hydroponic vegetable business operators and a focus group discussion involving ten farmers and entrepreneurs. The data were analyzed using content analysis, SWOT analysis, and strategic planning through the TOWS Matrix. The findings revealed that hydroponic vegetable businesses in Surin Province have strong growth potential, driven by increasing consumer demand for healthy food and greater access to modern agricultural technologies. However, several challenges remain, including limited marketing knowledge, production management issues, and difficulties in obtaining Good Agricultural Practices (GAP) certification. These challenges require comprehensive strategies encompassing production, marketing, and business management.
The study further found that leveraging existing strengths, such as the adoption of Smart Farm technologies, the use of online marketing channels, and strong customer networks, can significantly improve business performance. In addition, addressing weaknesses through knowledge development, government support, and improvements in production processes is essential for achieving sustainable growth. Based on the SWOT and TOWS analyses, the study proposes several strategic approaches. Proactive strategies include adopting smart farming technologies, expanding online marketing channels, and strengthening direct consumer networks. Defensive strategies focus on developing a distinctive brand identity and obtaining GAP certification. Corrective strategies emphasize improving production processes and addressing labor shortages. Collectively, these strategies are intended to enhance production efficiency, expand market opportunities, and strengthen the long-term competitiveness and sustainability of hydroponic vegetable businesses in Surin Province.