STRATEGIC MANAGEMENT FOR SUSTAINABLE ECONOMIC DEVELOPMENT OF GRASSROOTS COMMUNITIES: A CASE STUDY OF THE HAND-WOVEN COTTON GROUP IN BAN NA KRASENG, AHI SUBDISTRICT, THA LI DISTRICT, LOEI PROVINCE

Abstract

This academic article aims to examine the significance of effective strategic management in advancing grassroots economic development for community sustainability. It focuses on the Ban Na Kraseng hand-woven cotton group in Ahi Subdistrict, Tha Li District, Loei Province, within the framework of the Rajabhat University Strategic Project for Local Development. The study analyzes and assesses the strategic management process through four steps: 1) conducting a SWOT analysis to evaluate the environment; 2) formulating strategies using the TOWS matrix technique; 3) executing strategies; and 4) ensuring control and evaluation adhere to the operational procedures, laws, rules, and regulations of Loei Rajabhat University. Strategic management of the Ban Na Kraseng hand-woven cotton group at multiple levels—organizational, business, and operational—has been implemented, with allocated budgets for grassroots economic development. The project prioritized understanding community needs and involving them in developing hand-woven cotton products featuring local identity patterns, aimed at enhancing income levels. The implementation of the strategic plan involves using the PDCA cycle for qualitative management to adapt and address internal and external challenges effectively through environmental analysis. Furthermore, alignment in strategic management concepts between project leaders and group leaders was noted, aiming for the successful development of standardized and sustainable products. Long-term government funding support of at least three years is crucial for achieving these goals.