The Influence of the Five Forces Factors on the Competitive Advantage of The Packaging Industry

Abstract

This research examines five forces factors influencing the competitive advantage of cost leadership and differentiation strategies in Thailand's packaging industry. Using a quantitative approach, it surveyed 400 executives and marketing heads through a structured questionnaire. Descriptive statistics-percentages, means, and multiple regression analysis—assess relationships among factors. Findings show that competitive pressure in Thailand's packaging industry is at its peak, with substitute product pressure as the most significant factor impacting competitive advantages. Hypothesis testing revealed two critical insights: (1) Pressure from existing competitors in the industry, Pressure from buyers' bargaining power, and Pressure from the bargaining power of raw material suppliers have a statistically significant influence on the cost leadership strategy at the 0.05 significance level. (2) Pressure from existing competitors in the industry, Pressure from the bargaining power of raw material suppliers and Pressure from the bargaining power of raw material suppliers have a statistically significant influence on the differentiation strategy at the 0.05 significance level. Benefits of the Research the findings help executives and policymakers pinpoint key competitive pressures and address the dominant impact of substitutes. Adopting refined cost and differentiation strategies supports better resource allocation and promotes sustainable growth in Thailand’s packaging industry.