BUSINESS STRATEGIES AFFECTING THE PERFORMANCE OF IMPORT-EXPORT BUSINESSES IN THE SPECIAL ECONOMIC ZONE OF MAE SOT DISTRICT, TAK PROVINCE

Abstract

This research aimed to 1) study the level of business strategies affecting the operations of import-export businesses in the Mae Sot Special Economic Zone, Tak Province; 2) study the level of business performance of such businesses; and 3) examine the relationship between business strategies and performance. This quantitative research used a questionnaire as a sample group. The data were collected using frequency, percentage, mean, standard deviation, and multiple regression analysis. The results revealed that the entrepreneurs were female, over 40 years old, had 5-15 years of work experience, were limited companies with fewer than 50 employees, and had registered capital of 1-10 million baht. The entrepreneurs expressed high opinions about the business strategies of their import-export businesses. The majority of entrepreneurs expressed high opinions on all three levels of strategies. Overall, organizational-level strategies were at a moderate level. When considering each aspect, they were at a high and moderate level. The average values, from highest to lowest, were as follows: stability strategy, growth strategy, shrinkage strategy, and business-level strategies. Overall, business-level strategies were at a high level. When considering each aspect, they were at a high level. The average values, from highest to lowest, were as follows: business differentiation, customer focus, cost reduction, and functional strategies. Overall, the average values ​​were at a high level. When considering each aspect, it is at a high level, with the average values ​​ranked from highest to lowest as follows: financial accounting strategy, marketing strategy, human resource strategy, research and development strategy, operations strategy. The overall and individual performance results are at a high level