Analysis of Product Readiness of Thai Halal Community Enterprises Products: Investment Opportunity in the Kingdom of Bahrain
DOI:
https://doi.org/10.14456/jois.2025.16Keywords:
Community products, marketing, BahrainAbstract
Objective 1) To survey the needs of Bahraini consumers for Halal Thai Community Enterprise products. 2) To study the readiness of Halal Thai Community Enterprise products for export to the Kingdom of Bahrain. 3) To study the marketing opportunities of Thai Halal Community Enterprise products according to the needs of Bahraini consumers and appropriate strategies for marketing to Bahraini consumers.
Methodology A mixed methods approach was used, with data collected from 400 Bahraini consumers, 50 community enterprises, and 20 Bahraini entrepreneurs through surveys and interviews.
Research findings: 1) The majority of Bahraini consumers (69.5%) purchase Thai halal products in three main categories: food (processed seafood, crispy stone banana), beverages (mulberry juice, local coffee), and herbal products. Thai halal community enterprises meet international standards but need to enhance competitiveness and quality control for the Bahraini market. 2) The readiness of Thai halal community enterprises aligns with global standards, yet improvements are needed in international business competitiveness and strict quality control compliance for the Bahraini market. 3)Leveraging the diversity of local halal products can create a competitive edge and enhance market differentiation.
Contributions: Developing a marketing strategy that is consistent with application can help increase the competitiveness of Thai Halal community enterprises through 4. (1) developing marketing strategies that meet the needs of the Bahraini market, (2) developing networks and distribution channels, (3) adjusting strategies to be in line with Bahrain's halal standards, and (4) creating business partnerships and investments.
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