Guidelines for Developing Competitive Strategies for Fruit and Vegetable Export Businesses in Nakhon Pathom Province

Abstract

                This research aims to: Study the guidelines for developing the competitive strategy of fruit and vegetable export business in Nakhon Pathom province.  This research used qualitative research methodology. Research tools were semi-structured interview forms. The samples were specific sampling of 14 entrepreneurs and   representatives of exporters of vegetable and fruit in Nakhon Pathom province. This research used content analysis in business environments by analysing strengths, weaknesses, opportunities, and obstacles, leading to strategic analysis using TOWS Matrix. Including analysis of competition in the industry using the Five-Forces Model. The research found that the appropriate competitive strategy of the fruit and vegetable export business in Nakhon Pathom province were strategies for making a difference by adding value, creating brand value, product quality development and choosing the market where has high profit potential.

Article history : Received 5 June 2020
                             Revised 10 October 2020
                             Accepted 12 October 2020
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