As struggling Buriram United appointed Serbian Ranko Popovic as their new head coach, their chairman Newin Chidchob admitted he is disappointed that his team's bid to defend their Thailand League title is over.
"The changes will continue to take place in the team and I hope that this change [Popovic's appointment] will lead to a better future for the team," said Newin.
He, however, added that if things did not improve as expected then "we must try again".
Buriram have already sacked two coaches, Alexandre Gama of Brazil and recently Iranian Afshin Ghotbi, this season.
In a Facebook post, Newin said: "This is a disappointing year for me because it is the year which, I had hoped, would bring more success than the previous years.
"We were unlucky that many of our key players had injuries while the others could not help the team achieve the targeted success.
"Our chances of defending the Thai League and the FA Cup trophies have ended and the Buriram fans are really disappointed.
"In the past six years, Buriram United won 20 titles and every player played a part in it. This year, we have already lost two titles and I assume responsibility for this failure.
"Now, we have only the League Cup left and we must try to defend that title. We should see to it that we end this season in a good position in the Thai League."
Buriram United have just moved up to third place in the league with 52 points and are 19 points behind leaders SCG Muang Thong United.
Vladica Grujic is the new assistant coach and former coach Bozidar Bandovic is back as the technical director of the club.