|Project Title:||A study on the situation and development of the coffee industry in Thailand|
|Author:||Ms. Weng Chuqian|
|Advisor:||Doctor Titanan Sun|
|Degree:||Master of Business Administration|
Weng, Chuqian. (2017). A study on the situation and development of the coffee industry in Thailand. (Independent study, Master of Business Administration). Bangkok: Siam University.
Thailand has a long history of coffee planting, for its climate and environment are very suitable for coffee farming thanks to this country’s geographic advantages. Coffee is one of the important exports of Thailand, having great development space, although the coffee industry develops slowly and cannot compare with the large exporters, i.e. Brazil and Vietnam. With Thailand being a large tourism country with developed tourism industry, the development of peripheral industries of coffee, such as the cafes and coffee roasting industry, as well as the emerging coffee farm experiencing industry, have brought about a series of economic benefits. Therefore, the thesis analyzes the problems of Thai coffee market based on its present market situation and environment, putting forward proposals to improve the coffee market in Thailand and its domestic and global influence according to influencing factors and problems.
The coffee market plays an important role in the development of Thailand’s economy. Coffee is not only an important product in the consumption market, but also one of the vital channels for promoting employment. The coffee planting in Thailand has an early start, long history, and increasing demand. However, its market scale and competitiveness need to be improved. Starting with the current market situation, this thesis mainly analyzes the industry, market and prospects of Thai coffee. The self-diagnostic methods (SWOT and Porter’s Five Forces Model Analysis) are used to analyze the strengths, weaknesses, opportunities and threats of Thai coffee market. In addition, the competition status of the coffee industry is studied based on five forces. In light of the national conditions of Thailand, the specific solutions to the weaknesses of Thai coffee market and the methods to develop coffee exporting are proposed based on the coffee industry and the tourism industry – Thailand’s most important industry. The research purposes and practical significance of this paper are, by improving the production and processing technology of Thai coffee, to adjust the industrial structure, develop small businesses, foster the idea of scientific development and expand the international market share of the Thai coffee industry
Keywords: Coffee Industry, Coffee market, SWOT, Five Forces Mode.
A study on the situation and development of the coffee industry in Thailand
International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand