Environmental scanning practices and strategic planning at the MINOR Food Group in Thailand

Abstract

Background: In 2020, the Minor Food Group's revenue dropped drastically due to Thailand's COVID-19 lockdown regulations implemented on March 22nd. This greatly impacted their full-service restaurants as dine-in income decreased. Methodology: A qualitative case study was conducted through interviews with Minor Food Group's strategic management team (5 people) in November 2021 using Zoom. Results: The study showed COVID-19 negatively impacted Minor Food Group's growth, sales, profit and business. Environmental scanning was confirmed as effective for managing risks from external changes. Conclusion: Environmental scanning is essential for analyzing internal/external factors and strategizing accordingly. Businesses must follow recent trends rather than old practices. Minor Food should implement scanning tools to minimize threats. Recommendations: Minor Food must update tactics, research, assess and monitor procedures to recognize changing demands. They need apps to automate delivery operations for convenient ordering or tracking. Continued environmental scanning and analysis of trends, competition is needed to evaluate impacts on income. Safety regulations for COVID-19 must also be followed.