The purposes of this research were : 1) to study the conditions of business operation of traditional cake products of entrepreneurs in Trang Province.2) To study the problems in business operation of traditional cake products of entrepreneurs in Trang Province. 3) To compare the level of problems in business operations of traditional cake products of entrepreneurs in Trang Province classified by business conditions and 4) to present guidelines for the development of business operations of traditional cake products of entrepreneurs in Trang Province. The population is 25 traditional cake products business entrepreneurs in Trang Province. The research instrument was a questionnaire. The statistics used for data analysis were frequency percentage mean standard deviation. One way ANOVA and analyze descriptive data. The results showed that 1) The results showed that: 1) the traditional type of cake in the business is three flavor cakes which has been in business for more than 31 years with a marketing channel as a point of sale. The business has an estimated daily production about 51 100 boxes or more than 151 boxes earning approximately about 100001 200000 baht from product distribution and most of the businesses are located in the commercial area in the city. 2) Entrepreneurs have a high level of business problems. When considering each aspect in descending order it was found that the aspect with the highest mean was finance followed by sales and the least was management.3) Comparison of the level of problems in business operations of traditional cake products of entrepreneurs in Trang province classified by business conditions found that entrepreneurs with different business conditions had no different problems in operating the traditional cake products business in Trang Province except for entrepreneurs with a period of business and the location of the businesses were statistically different at the .05 level. and 4) the guidelines for the development of traditional cake products business of entrepreneurs in Trang Province are entrepreneurs should pay attention to the selection of raw materials that are of constant quality. There should be more beautiful cake designs and more variations. There should be an online ordering channel such as ordering through the website or an application and has a delivery service. There should be a concise accounting of income and expenses and sales are monitored regularly. Employees are encouraged to be professional and able to sustain and maintain their own business values.

Thailand is one of the few countries in the world that provides the whole value chain of the textile industry with over 4700 local textile producers and 800000 to one million workers making this industry the second-most important employment sector. In 2016 the industry’s export revenue was valued at almost USD 7 billion contributing to over 3% of total exports. The Association of Southeast Asian Nations (ASEAN) is the biggest international market for Thailand clothing export (23%) and expected to become the worlds fourth largest market by 2030. However Thai cloth entrepreneurs are facing major problems that demand attention including labour costs new design and product development and in particular online marketing. The Thai fashion and textile industries should define a clear strategic move through integrating textile with fashion with a view “toward sustainable creative industries with strong soft power”. The purpose of this study is to analyse competitiveness of Thai cloth entrepreneurs in relation to online management and integrated marketing communications (IMC) in the ASEAN market. The research instrument involves a descriptive cross-sectional mixed-method study in Thailand. For quantitative data 60 cloth entrepreneurs are invited to complete a questionnaire before and after our “online management and IMC” training programme and a qualitative in-depth interview study is conducted with 10 cloth entrepreneurs. The 2017 survey returned 100% participation with general agreement that a website and Facebook are the most important IMC tools for online marketing in the ASEAN market. Before training the participants had knowledge and skills regarding the ASEAN Free Trade Area (AFTA) online communication and social media tools in intermediate level while they had less knowledge and skills concerning social media web design and online gallery. After training the statistics show an increase in entrepreneurs’ level for all knowledge and skills. Furthermore the findings from in-depth interviews show that with regard to entrepreneurial competitiveness in relation to the ability of online management and IMC there is a requirement for further training and government support. In addition the 10 cloth entrepreneurs agree that time management and quality of product and service control are very important for online business.

The purpose of this research were to explore factors affecting success of medium size chain restaurant entrepreneurs and to present the keys success of medium size chain restaurant entrepreneurs. This research was mix methods research. The data of qualitative research were collected by In-depth Interview with two chain restaurant experts one president of the Thai Franchise & License Association three medium size chain restaurant entrepreneurs and six individual medium size chain restaurant customers. The data of quantitative research were collected by the questionnaire to 400 Thai medium size chain restaurant customers. Statistics for data analysis included frequency percentage average standard deviation and exploratory factor analysis (EFA). The results of this search showed that the factors affecting success of the medium size chain restaurant entrepreneurs were as follows 1) The factors affecting success of medium size chain restaurant entrepreneurs in management which included strategic planning good organization structure for chain restaurant clearly and defining the system well trained staff owned style of management and set share value. 2) The factors affecting success of medium size chain restaurant entrepreneurs in how to meet customer needs which included quality of service essential of social responsibility customer satisfaction in food quality right location and attractive promotion.

The purposes of this research were : 1) to study the business operations of Mee Korat small business owners in Nakhon Ratchasima Province 2) to identify problems of Mee Korat small business owners in Nakhon Ratchasima Province 3) to compare the business problems’ levels of Mee Korat small business owners in Nakhon Ratchasima Province according to business operation problems and 4) to propose guidelines for developing Mee Korat business of small business owners in Nakhon Ratchasima Province. The research population was 35 Mee Korat small business owners in Nakhon Ratchasima Province. The research instrument was a questionnaire. The statistical analyses used in this study were frequency percentage mean standard deviation and one way analysis of variance. The research results can be summarized as follows: 1) For the business operations of Mee Korat the business owners mainly produced Mee Korat products and sold them together with sauce. They have run the business for 16 years with at least 10 employees using personal selling strategies for the products. According to monthly sales reports there were less than 10000 packs of Mee Korat products and the monthly income became less than 200000 baht. 2) The small business owners faced up to medium level business problems. When considering each problem from the most to the least the problems were products sales production personnel finance and management respectively. 3) The comparison of all the level of business problems of Mee Korat small business owners in Nakhon Ratchasima Province showed that the problems included types of products for selling length of business management number of employees business marketing strategies amount of monthly production and monthly income of the business problems of Mee Korat small business owners in Nakhon Ratchasima Province had no statistically significant differences at the .05 level. And 4) the guidelines for developing Mee Korat business were as follows: The small business owners should improve vermicelli quality to prolong the shelf life of vermicelli and provide a variety of flavors of vermicelli. The small business owners should modernize the types of vermicelli and build an online distribution channel. They should also find lending sources with low interest rates to improve business so as to compete with competitors. There should be an implementation of job rotation for employees/members to increase production capacity. Moreover the small business owners should offer more opportunities in administration for new visionary staff and the former administrators should give advice to new administrators to improve the business growth and compete with more competitors.

The purposes of this research were to study 1) the personal factors of small entrepreneurs who decide to buy instant banana fritters batter mix in Chiang Mai province 2) the production factors of small entrepreneurs who decide to buy instant banana fritters batter mix in Chiang Mai province 3) the purchasing decision on instant banana fritters batter mix of small entrepreneurs in Chiang Mai province 4) the relationship between personal factors and the small entrepreneurs’ purchasing decisions on banana fritters batter mix and 5) the relationship between production factors and the small entrepreneurs’ purchasing decisions on banana fritters batter mix in Chiang Mai province. The population of the study included 328 small entrepreneurs 265 participants were selected by a specific selection method. The instruments used in this study were questionnaires. The statistics used for data analysis were frequency percentage and chi-square. The results of the study were as follow: 1) personal factors of the small entrepreneurs most of them living in Mueng district Chiang Mai mostly female aged between 31 to 40 years. Their educational background was below the bachelors degree. The average monthly sales revenue ranged from 5001 to 10000 baht sales volume of fried bananas was 10– 20 bunches per day the location of the shop was in front of the house. 2) Factors of production it was found that small entrepreneurs placed high importance on personnel budget raw materials and management. 3) The small entrepreneurs purchasing decisions on banana fritters batter mix found that small entrepreneurs decided to buy “Kueakun brand”. The reason for the purchase was delicious taste. The outstanding feature of instant banana fritters batter mix was that the fried bananas were crispy for a long time. The place of purchase was the market/retail store. The amount purchased was 10 – 20 kg/time. The purchase cost was 1000 – 2000 baht/time. The purchase frequency was 1 - 2 weeks/time. The ingredient that needed to be added was dried shredded coconut and the desired scent was no need to add flavorings. 4) The relationship between personal factors and the small entrepreneurs purchasing decisions on banana fritters batter mix the results showed that personal factors in terms of gender age education level average sales income per month and sales volume per day there was a statistically significant correlation with the outstanding feature of instant banana fritters batter mix at .05 level. 5) The relationship between the production factors and the purchasing decision on the instant banana fritters batter mix of the small entrepreneurs found that the production factors in terms of personnel raw materials and the management aspect had a statistically significant correlation at the .05 level.