Model of Success for SMEs Potential and Competitiveness Enhancement on Food Products in Thailand

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Kanittha Seskhumbong
Thanasuwit Thabhiranrak
Somdech Rungsrisawat


           Supporting the success of the enhancement of food SMEs’ potential and competitiveness in Thailand represents a way to respond to the market’s needs and changes in consumer behavior in terms of utilizing more digital and online technology. The objectives of this study were to:1) examine the level of marketing strategies, competitiveness and potential of entrepreneurs of food SMEs; 2) study factors influencing the success of the enhancement of food SMEs’ potential and competitiveness in Thailand; and 3) develop a model for the success of enhancement of food SMEs’ potential and competitiveness in Thailand. The study employed a mixed research methodology combining quantitative and qualitative methods. For the quantitative research part, a questionnaire was used to collect data from 220 food SMEs’ entrepreneurs. They were selected using a simple random technique. The sample sized was determined based on 20 times the observed variables. Data was analyzed by a structural equation model. For the qualitative research, in-depth interviews were conducted with 20 food SMEs’ entrepreneurs in Thailand. The findings showed that: 1) marketing strategies were rated at the highest level, followed by competitiveness whereas entrepreneurs’ potential was at a moderate level; 2) marketing strategies, entrepreneurs’ potential, and competitiveness had an effect on the success of the enhancement of food SMEs’ potential and competitiveness in Thailand, at a statistical significant level of .05. In addition, the qualitative findings showed that the establishment of the success should focus on the needs of consumers and the market. The researcher utilized the findings to develop a model for the success of the enhancement of food SMEs’ potential and competitiveness in Thailand, called the SPCS Model. The results of this research can be applied as a guideline in the formulation of policies to enhance the competitiveness. Innovation, digital technology and online systems should be used to gain access and serve all the target markets, and they must be flexible to respond to the market’s needs and changes in consumer behavior.

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