SWOT ANALYSIS AND TOWS MATRIX FOR FORMULATION STRATEGY OF THAI ORCHID EXPORT UNDER THE NON-TARIFF TRADE BARRIERS (NTBS)
DOI:
https://doi.org/10.14456/nrru-rdi.2023.6Keywords:
Competitive strategies, Export of thai orchids, Non-tariff trade barriersAbstract
This study relates to the Thai orchid exporter business group under the non-tariff trade barrier. This study aimed to study problems and obstacles, analyze competitive strategies, and determine competitive strategies using qualitative research methodologies and selecting 12 key informants using a selectivity method. The thesis advisor approved a structured interview form to collect data through in-depth interviews, SWOT analysis, and TOWS matrix brainstorming sessions. The data were analyzed individually and in summaries by grouping, categorizing, and retrieving key processes with content analysis. Research findings revealed the following: 1) Problems and obstacles caused by unstable income in exporting orchids, the outbreak of COVID-19, chemical fumigation of exported orchids, and the quantity and weight of products in commercial exports of orchids that were not covered by CITES. 2) Competitive strategies included defensive strategies to find the possibility of determining the direction of strategy and operations, as well as dealing with obstacles and threats resulting from the use of non-tariff trade barriers, and passive strategies to mitigate impacts, adapt, and resolve problems to prepare for the implementation of competitive strategies. 3) It could define three strategies: an entrepreneurial execution strategy, strategies for determining the roles and responsibilities of government agencies, and strategies for partnerships between entrepreneurs and the government sector.
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