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The study aims to present the strategy of low-cost airline business in Thailand. The company's positioning system is designed to meet the needs of its target customers. The goal is to encounter the needs of the customers. The study focuses on the ability to be a competitive advantage beyond competitors in the mass market. Focusing on the customers will create the organization keeps on the right track with a competitive advantage in the further. Low-cost airline businesses increasing continually in Thailand. The sustainable capability of the low cost airline business, therefore the entrepreneurs should have the right direction that includes the strategies according to the environment and the current business conditions. Moreover, the business’s ability can create a competitive advantage that will lead to business achievement.
The results of the study indicate that low-cost airline business in Thailand: Thai Smile Airways, Thai AirAsia and Thai Lion Air. Apply mix business strategies that are Cost-Leadership Strategy, Difference Strategies in Goods and Services, Differentiation Strategy and Focus Strategy assist the organizations to design products and services to meet their customers' needs. Especially, those strategies benefit the sustainable growth of the organization consistently and effectively.
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