文章基本信息

标题：The Analysis of TOWS Matrix for Promoting Thai Kitchens into ASEAN Markets of Lao People's Democratic Republic and Socialist Kingdom of Cambodia
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作者：Sirote Pholpuntin ; Sirivan Serirat ; Jirawat Anuwichanont 等
期刊名称：Universal Journal of Industrial and Business Management
印刷版ISSN：2332-3310
电子版ISSN：2332-3329
出版年度：2014
卷号：2
期号：7
页码：182-187
DOI：10.13189/ujibm.2014.020706
语种：English
出版社：Horizon Research Publishing
摘要：To date, the ASEAN community has been regarded as the fastest economic-growing countries with enormous purchasing powers of billions of consumers. Moreover, ASEAN Economic Community (AEC) comprising 10 member countries was formed to develop this economic community as a highly competitive economic region in the global markets. As Thai foods are rated and recognized as the most favorite choice, therefore, Thai food businesses have won successes in expanding the business in many foreign countries. Thanks to the Thai government's policy of promoting "Thai Kitchen to the World", both governmental and private sectors gave more emphasis on conducting researches with an aim to expand Thai food business into the neighboring countries and global markets. Thus, this study was aimed to investigate the market situation of Lao People's Democratic Republic and Kingdom of Cambodia and developed the marketing strategies accordingly for promoting Thai kitchens into these ASEAN markets. Both quantitative and qualitative researches were incorporated to assess the market environments of these two markets. 60 Thai restaurant entrepreneurs in these two countries were recruited for data collection and depth interview by employing the purposive sampling. The SWOT analysis was implemented to assess both internal and external environmental factors of market situation. Subsequently, the TOWS matrix analysis was conducted to match the business's internal strength/weakness with the external opportunity/threat towards Thai food business. The research findings revealed that Thai food business in these two countries was found to be in the position of SO (strength/opportunity), indicating that Thai food business possessed both favorable strength and opportunity in running future business. According to the SO strategy, companies or business units are recommended to utilize their strengths to take advantage of opportunities. Thus, the appropriate strategy relevant to this position is growth strategy. According to the qualitative findings, the appropriate investment of Thai food business was recommended to be either wholly owned or joint venture which will allow the Thai restaurant entrepreneurs to manage and sustain their own food quality and business images. The marketing implications of the results are discussed.
关键词：SWOT Analysis;TOWS Matrix Analysis;SO Strategy