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โครงการหนังสออเล็กทรอนกสด้านการเกษตร เฉลมพระเกียรตพระบาทสมเด็จพระเจ้าอยู่หัว
Table 5.6 Competition Context of the Six Fruits
FruitFruit Fruit Competition Contextext Competition Context
Competition Cont
e). The major competit
or
99% mark
et shar
Thailand has a dominating position (
Thailand has a dominating position (99% market share). The major competitors are Malaysia and Vietnam.e Malaysia and Vietnam.
s ar
Thailand has a dominating position (99% market share). The major competitors are Malaysia and Vietnam.
eting cap
, cust
ong in t
omer per
f quality
ms o
Musang King o
Musang King of Malaysia is strong in terms of quality, customer perception and marketing capability but isability but is
er
ception and mark
f Malaysia is str
Musang King of Malaysia is a strong in terms of quality, customer perception and marketing capability, but is
oduction scale. Duria
f Vietnam alr
DurianDurian limited by its production scale. Durian of Vietnam already exists in Chinese market. It has the advantage of largege
eady exists in Chinese mark
ed by its pr
limit
antage o
f lar
n o
et. It has the adv
limited by its production scale. Durian of Vietnam has the advantage of large capacity and lower price. Other
acity and low
or
mission v
cap
n the o
fficial per
er
y soon. Other pot
capacity and lower price and will gain the official permission very soon. Other potential competitors includes include
er price and will gai
ential competit
potential competitors include Cambodia, Laos and the Philippines.
Cambodia, Laos and the Philippines.Cambodia, Laos and the Philippines.
The mark et in China is dominat ed by Thailand (ar ound 90%), follow ed by Indonesia (ar ound 10%). Ther e ar
The market in China is dominated by Thailand (around 90%), followed by Indonesia (around 10%). There aree
insignificant imports from Malaysia (around 1%) and Vietnam (<1%). Indonesia complements Thailand well in theell in the
insignificant impor ts fr om Malaysia (ar ound 1%) and Vietnam (<1%). Indonesia complements Thailand w
Mangost
Mangosteeneen harvest season. Vietnam has a large capacity for production, but its export to China is suppressed by strictessed by strict
ge cap
v
est season. Vietnam has a lar
acity for pr
t t
o China is suppr
oduction, but its expor
har
inspection and quarantine pr ocesses
inspection and quarantine processes..
ts about 0.5 mil t
f which Thailand has a shar
f Longan a y
ons, o
ons o longan
oduces about 2 mil t
China pr
ear and impor
China produces about 2 mil tons of Longan a year and imports about 0.5 mil tons, of which Thailand has a sharee
ent, and Cambodia is the pot
o y
ential competit
of 99% in the last two years. Vietnam is the current, and Cambodia is the potential competitor. Chuliang and. Chuliang and
ear
f 99% in the last tw
or
o
s. Vietnam is the curr
LonganLongan Shixia of China are strong competitors for Thailand in terms of taste and quality and without the problem of SO2f SO2
oblem o
f China ar
er
s for Thailand in t
ms o
or
ong competit
e str
f tast
e and quality and without the pr
Shixia o
fumigation as in Thailand.fumigation as in Thailand.
f Thailand ar
ed in 2021), Vietnam and T
or
s o
mitt
The key competitors of Thailand are China, Cambodia (newly permitted in 2021), Vietnam and Taiwan. Chinaaiwan. China
e China, Cambodia (newly per
The k
ey competit
produced about 3.3 million tons, and imported about 14000 tons in 2021, of which Thailand accounted fored for
oduced about 3.3 million t
ons, and
ed about 14000 t
t
ons in 2021, o
impor
pr
f which Thailand account
aiwan, ar
ound 20%, and T
ar
and Vietnam, each ar
ed by Cambodia
ound 40%, follow
MangoMango around 40%, followed by Cambodia and Vietnam, each around 20%, and Taiwan, around 15%. Guifei andound 15%. Guifei and
e competitiv
e as Ir
win o
ed with low
aiwan, comp
Jinhuang o
f China is quit
ar
f T
Jinhuang of China is quite competitive as Irwin of Taiwan, compared with lower priced ones such as Khiaoyaier priced ones such as Khiaoyai
and K
and Keo Romiet of Vietnam and Cambodia. Nam Dok Mai of Thailand is sold as a premium fruit.emium fruit.
omiet o
f Thailand is sold as a pr
f Vietnam and Cambodia. Nam Dok Mai o
eo R
China pr
ed 870,000 t
oduced ar
ons but impor
ons o
ound 25,000 t
f y
China produced around 25,000 tons but imported 870,000 tons of young coconut in 2021. Indonesia andoung coconut in 2021. Indonesia and
t
s t
Thailand ar
e o
et shar
Thailand are two biggest exporters to China (with a market share of around 40% each), followed by Vietnamed by Vietnam
f ar
o China (with a mark
er
o biggest expor
ound 40% each), follow
e tw
t
Y
Young Coconutoung Coconut (15%). However, the fruit from Indonesia and Vietnam is mainly for industrial users, leaving Thailand as thes, leaving Thailand as the
, the fruit fr
er
om Indonesia and Vietnam is mainly for industrial user
(15%). How
ev
er in the r
olume gr
etail mark
dominating play
et, with the v
dominating player in the retail market, with the volume growing by 3 times in 2021owing by 3 times in 2021
f pomelo, with an output o
ed ar
s lar
ons. It impor
China is the world's largest producer of pomelo, with an output of more than 5 mil tons. It imported aroundound
o
China is the w
e than 5 mil t
t
gest pr
oducer
orld'
f mor
โอท
ั
ิ
มสยาม in the pr
บท
f which 80% ar
ons in 2021, o
30,000 tons in 2021, of which 80% are from Thailand and 20% from Taiwan. ส้มโอทับทิมสยาม in the premium emium
ม
aiwan. ส Tubtim siam in the premium
e fr
30,000 t
om T
om Thailand and 20% fr
้
P
Pomeloomelo segment has an obvious advantage over Shatian of China as it is dry and seedy, or Red Wentan of Taiwan aiwan
entan o
, or R
antage o
y and seedy
f T
f China as it is dr
er Shatian o
segment has an obvious adv
v
ed W
as it is slightly bitt
as it is slightly bitter.er.
Source: CASPIM
Table 5.7 Competition Strategies (CS)
S
ComponentsComponents Strategyegy Strategy
Component
trat
Differentiationentiation Emphasis on the world reputation of Thai fruitss
Differ
f Thai fruit
eputation o
Emphasis on the w
orld r
from theom the Emphasis on the Earth and water quality in Thailandality in Thailand
fr
th and wat
er qu
Emphasis on the Earth and water quality in Thailand
ear
ChineseChinese Emphasis on international certificates acquiredd
es acquir
e
national cer
tificat
er
Emphasis on int
Competitorss Emphasis on superior nutrition property based on lab testest
or
Competit
oper
ty b
Emphasis on superior nutrition pr
ased on lab t
CS1CS1
orld mark
Differ
d in the w
ecor
e
Emphasis on established r
Differentiationentiation Emphasis on established record in the world markett
Emphasis on unique tast
from the CLMVom the CLMV Emphasis on unique taste & appearancence
e & appeara
fr
Competit
Emphasis on embodied Thai cultur
Competitorss Emphasis on embodied Thai culturee
or
field, st
echnology in
Emphasis on superior t
CS2CS2 Emphasis on superior technology in field, storage & logisticorage & logistic
Source: CASPIM
140 Strategy