GUIDELINES FOR CREATING COMPETITIVE ADVANTAGE FOR THAI COSMETICS ENTREPRENEURS ENTERING THE MIDDLE EAST MARKET

Abstract

This research aims to: 1. Investigate the environmental conditions affecting the success of Thai cosmetics entrepreneurs entering the Middle East market. 2.Examine the components of creating a competitive advantage for business success. 3.Explore strategies for creating a competitive advantage for the success of Thai cosmetics entrepreneurs entering the Middle East market. The research methodology employed is Qualitative Research, with two key informant groups comprising a total of 24 individuals: 1. Group of scholars and experts in exporting cosmetic products from both governmental and private sectors, totaling 5 organizations. 2.Thai entrepreneurs from the private sector exporting Thai cosmetic products entering the Middle East market, totaling 19 companies.
The results of this qualitative research indicate that the guidelines for creating a competitive advantage of Thai cosmetics entrepreneurs entering the Middle East market are aligned among entrepreneurs and experts in every aspect, emphasizing the importance of factors such as market conditions, general characteristics of entrepreneurs, organizational resource management, and the business environment. However, there are nuanced differences in sub-details according to the perspectives of each organization. Therefore, the data from this research was analyzed, and the findings suggest two methods for creating a competitive advantage for the success of Thai cosmetics business owners: 1. Creating differentiation in product quality. 2. Participating in trade shows to find good sales representatives.