Adaptation and Survival of Community Enterprises During COVID-19 Pandemic

Abstract

The purpose of this research was to study the adaptation and survival of community enterprises during COVID-19 Pandemic of community enterprises in Bangkok. This research used mixed methodology approach both qualitative research and quantitative research. Statistics used in data analysis, the researcher used descriptive statistics to describe the demographic characteristics and opinions on the adaptation and survival of community enterprise. The results showed that the level of impact of community enterprises from the epidemic situation of COVID-19, overall was moderately affected. The results of the in-depth interviews have guidelines for revisions consisting of people, resources, innovations and ideas, marketing, operations and finance. The adaptation approach concludes that community enterprises need to reduce unnecessary expenditure on all parts of both employees' personal and organizational levels, and turning unused assets into income. Community enterprises must turn to online marketing platforms, producing products to meet the needs of consumers during the Covid-19 period and increasing channels to facilitate customers to retain customers. Including community enterprises affected financially should receive assistance from relevant government agencies to achieve financial liquidity.

Keywords—Adaptation and survival, Community enterprises, COVID-19 Pandemic