| Title: | An Analysis of Market Entry Strategy for Zhengxin Chicken Steak in Thailand Using Swot Framework |
| Author: | Dong Zining |
| Advisor: | Dr. Zhang Li |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2568 (2025) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 18th National and International Academic Conference “Sustainable Horizon: Transforming Ideas into Impact” 6-7 August 2025 (pp.1316-1325) Click PDF |
Abstract
In recent years, Chinese food and beverage (F&B) brands have increasingly expanded into Southeast Asian markets, yet many face challenges in achieving cultural fit, operational flexibility, and sustainable competitiveness. Zhengxin Chicken Steak, a popular Chinese fast-food chain, has entered the Thai market with ambitions for international growth. However, the brand’s limited recognition, rigid operational model, and unclear positioning raise strategic concerns about the effectiveness of its market entry.
This study aimd to explore how Thai consumers perceive Zhengxin Chicken Steak’s brand and products, to identify the company’s internal strengths and weaknesses using the Resource-Based View (RBV), and to examine external market opportunities and threats using the SWOT Analysis.
A qualitative case study method was employed. Data were collected through semi-structured interviews with 12 participants, including Thai consumers, franchise store staff, and food delivery users. Participants were selected through purposive and snowball sampling in Bangkok and nearby urban areas. The primary research instrument was a semi-structured interview guide developed around the study’s theoretical framework. Thematic content analysis was used to interpret the transcripts, and key findings were organized using SWOT and RBV frameworks.
The findings revealed that Zhengxin had operational strengths such as standardized kitchen procedures, efficient service, and hygienic packaging. However, these strengths were offset by low cultural adaptation, weak brand recognition, and inflexible franchise operations. From an RBV perspective, the company’s resources were valuable and partially non-substitutable but lacked rarity and inimitability in the Thai context. External threats included intense local competition and price sensitivity, while digital delivery channels and the youth market presented growth opportunities.
This study concludes that while Zhengxin possesses a strong operational foundation, its current strategy does not align well with the Thai consumer market. Strategic success requires stronger adaptation to local consumer expectations and more flexible franchise operations.
Keywords: market entry strategy, SWOT Analysis, resource-based view, franchise management
6617195408 Dong Zining, 2568 (2025). Advisor: Dr. Zhang Li, สารนิพนธ์ (Independent Study), An Analysis of Market Entry Strategy for Zhengxin Chicken Steak in Thailand Using Swot Framework, นำเสนอในที่ประชุมวิชาการ (Conference), The 18th National and International Academic Conference 2025, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
