Factors Enhancing Competitiveness Potential for Automobile and Auto Parts Exporting Business in Thailand

Abstract

The objectives of this study were research factors enhancing competitiveness potential for automobile and auto parts exporters of Thailand. The secondary objectives were 1) to study the problems and practices to enhance competitiveness potential for automobile and auto parts exporters of Thailand, 2) to explore factors enhancing competitiveness potential for automobile and auto parts exporters of Thailand, and 3) to examine marketing strategies and suggestions for automobile and auto parts exporters of Thailand. Research Methodology: The sample consisted of qualitative research by considering exporting phenomenon from the environment, statistics or real context to determine the relationship between factors enhancing competitiveness potential of automobile and auto parts exporters of Thailand. The research instrument was semi-structured interview, which was open-ended interview. The qualitative research focused on in-depth interview. Based on purposeful selection, the sample of this study was 5 individuals (from five companies) with at least 5 years of experience in sales of automobile and auto parts agents and distributors in Thailand and in-depth information about process, problem and factors affecting automobile and auto parts exporting business. This research used analytic induction to analyze data. Data were collected from related documents used together with the interview to draw the conclusion. Research findings were as follows :1) The government policy and relevant agencies and exchange rate factors directly influenced automobile and auto parts exporting business in Thailand at the highest level. Besides, barriers in capital, technology, skills, labor were indirect factors enhancing competitiveness potential for automobile and auto parts exporting business in Thailand.2) Technological factors and government and related agencies support in terms of investment, free trade, added benefits and indirect factors in the development of advertising and marketing skills of personnel were important factors enhancing competitiveness potential for automobile and auto parts exporting business in Thailand. 3) Building reliability, trust in the brand and products and services, the development of media, coupled with the restructuring of government policies and involving agencies could improve and develop competitiveness potential for automobile and auto parts exporting business in Thailand.