Supply Chain Analysis and Competitive Advantage on Thai Fresh Fruit Export to Myanmar Market

Abstract

The aims of this research were to study not only the supply chain system, but also the obstacles faced in exporting the Thai fresh fruits to Myanmar market for creating the business opportunities and challenges in the fresh fruit marketing. An in-depth interview was used in this research by random sampling method with the concerned people working in the supply chain’s business. The supply chain process started from the upstream until the downstream. The sample groups comprised the fresh fruit producers involving in public and private sectors. This study applied the supply chain analysis to clearly have the perspective of the fresh fruit producers in the Myanmar market. Moreover, the qualitative analyses; Value Chain Analysis, SWOT Analysis, and Diamond Model, were used to describe the business opportunities, treats, and effects into the fresh fruit market. The findings showed that the supply chain of Thai fresh fruit export in Myanmar market was somewhat inefficient, especially in the linkage between logistic management system and supply chain belonging to the public sectors, private sectors, and supporting organizations. However, the trading opportunities were generally occurred in the market since the Myanmar consumer’s behaviors probably like to eat Thai fresh fruit. Consequently, the exporting trend was in a positive direction. This will be benefit a lot in Asian Economic Community (AEC). The marketing sizes will be expanded unlimitedly. The Thai entrepreneurs are able to take the advantages from being the AEC. The government should find the best way to eliminate all limitations and other conditions for the fresh fruit export. The contributions should include the international logistics though.