การสร้างความได้เปรียบในการแข่งขันของธุรกิจกวดวิชาเอกชนขนาดเล็กจังหวัดลำปาง

Abstract

Due to the pressure on students to perform well and excel in their relevant areas of education, it has led to the growth of tutorial business in Thailand that shadows formal education. Hence numerous families devote a portion of their hard-earned money to private tutorial learning fees. The purposes of this research were 1) to study the current business environment of small sized tutorial school businesses in Lampang province; 2) to study Porter’s generic competitive advantage strategies of small sized private tutorial business; 3) to provide a good competitive advantage guidance for small sized private tutorial business in Lampang province. A mixed method approach with two sequential studies was selected. First, a qualitative study involving semi-structure interviews with 5 entrepreneurs or executives were selected from top 5 small sized private tutorial businesses in Lampang province. Second, a survey instrument for quantitative research with a structured questionnaire was designed and distributed to respondents who are enrolled in the small sized tutorial school business with the total number of 400 students. Data was analyzed by descriptive statistics, (percentage, mean and standard Deviation). One-way ANOVA, Independent Sample t-test, and Least Significant Difference were used to reconfirm hypothesis and conclusion and recommendations were made based on the findings. The Significant findings revealed that most of the respondents did not prefer one strategy rather a mix of different strategies focusing on product, price, and value. It was found that product differentiation is the most preferred strategy which was confirmed by respondents followed by cost leadership and focus strategy, respectively. Differentiation Strategy is prioritized by learners as very high with the highest mean rating of 4.22, results revealed that learners prioritized the providers who listen to their feedback for improving the businesses. Cost Leadership Strategy with mean rating of 4.17, according to the respondent’s recognition, the tutorial school that provide a suitable price with the study hours enables the learners to purchase the course is learners’ top priority. Focus Strategy with mean rating of 4.11, results revealed that learners weighted Cost Focus on fair prices but high-quality courses and services the highest. Base on the result of a hypothesis testing was found that demographic characteristics of students/guardians except gender yield a positive influence on all generic competitive strategies at statistically significant difference below 0.05.