The Analysis of Thai Shrimp Supply Chain and Competitiveness in the U.S. Market
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Abstract
This research analyzed the supply chain of the Thai shrimp industry and examined its competitiveness in the United States of America (U.S.A.) market in comparison to the three majors exporting countries, namely Ecuador, Indonesia, and India. Secondary research and in-depth interviews were conducted with key informants in the shrimp industry in Thailand and the U.S.A. during 2013-2015.
It was found that, from the perspectives of the U.S.A., shrimp importers, Thai shrimp was superior in quality; however, its price was slightly higher than its key competitors due to higher costs. The key competitive advantage of Thai shrimp not only comes from the quality of the shrimp itself, but also comes from the quality of service offering to importers. Still, the key challenge for Thai exporters lies in the fact that American consumers are price sensitive and are not aware of the differences of shrimp from different sources. Hence, the purchase can be easily switched to any suppliers that offer the most competitive price. Finally, Thai shrimp exporters are recommended to emphasize the necessity to take more rigorous measures in reducing costs, upstream supply chain management improvements, and diversification of their markets and product forms to mitigate their disadvantages.
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