Competitive Strategies of Thai Orchid Export Entrepreneurs under Non-Tariff Trade Barriers

Abstract

This research focuses on Non-Tariff Barriers (NTBs) and their impacts on the structural adjustment of Thai orchid export business entrepreneurs by using competitive environment analytical models of SWOT Analysis and TOWS Matrix. The objectives of the study includes: 1) To study the context of competition among the Thai orchid business under the non-tariff barriers 2) To analyze competitive strategies of Thai orchid export entrepreneurs under the NTBs and 3) To determine competitive strategies of Thai orchid exporters under the NTBs. The methodology of the study is of a qualitative type, starting from the literature review of all relevant concepts, theories and related research leading to the foundation of a conceptual framework, followed by the content analysis of the data obtained in the processes.

The outcomes  of the study  are : 1) the competitive environment and context as identified by SWOT as an analytical tool on both internal and external factors effecting the performance and posing the challenges for Thai orchid export business under NTBs 2) a strategic analysis of Thai orchid export on using the internal strengths to cope with the external threats (ST) as directed by the tool of TOWS Matrix and 3) the outcomes of TOWS Matrix were used as the foundations for the competitive strategies of Thai orchid exporters under the NTBs.  Major recommendations based on the result of the study includes: the clustering of the entrepreneurs in order to increase the bargaining power, the integration of public database networks to enable world class competitiveness and the enhancement of Thai entrepreneurs’ competency on production innovation, marketing innovation, as well as digitalization.