ศักยภาพการตลาดดอกกล้วยไม้ไทยประเทศญี่ปุ่น

Abstract

The objectives of this study were to determine the status of the production and export of Thai orchids to Japan, external-internal factors affecting the export and marketing strategies to provide the products meeting Japanese customer needs. The study employed secondary data collected from various documents and primary data obtained by sending the questionnaires to 34 administrators of orchid-exporting companies. The data were analyzed using descriptive statistics and SWOT analysis. The results revealed that Thailand is still a leading exporter of orchids to Japan. The main external factor enhancing the opportunities for exporting was a large amount of orchids exported to Japan, while the main extemal factor regarded as a barrier was the slow-down of the Japanese economy. The main internal factor strengthening the potential for export was the diversity of Thai orchids, while the main external factor regarded as weakness was the lower price of exported orchids. The study suggested many strategies to maintain the competitiveness of Thai orchids in the Japanese market. Increasing the diversity of Thai orchids and standardization of products could help expand the marketing. Information technology should be used to develop database and facilitate all aspects of the Thai orchid business. Investment in research is needed to produce the new kinds of orchids and improves the quality of existing products in order to increase the demand and continue meeting the needs of Japanese customers. Information distribution and advertising on Thai orchids could create confidence in Thai orchids and Thai exporters. Standardization of products, quality improvement for better products relative to the competitors, increase of the distribution channels to reduce any single buyer's bargaining power, looking for a new market and advertising of Thai orchids were among the suggestions found by this study.