A SUCCESSFUL MODEL OF BAG EXPORTERS IN THAILAND
Export helps drive Thailand’s economic growth, and the government’s policies focus on supporting and promoting export also helps Thailand to overcome the economic crisis. One of the export products is bags made from natural and synthetic materials. There have been problems with marketing competition and the impact of the coronavirus (COVID-19) epidemic, resulting in a reduction in export efficiency. In addition, the competition in the modern market is more intense, causing problems for entrepreneurs exporting bags in business operations and lacking competitiveness in the market. This study aims to 1) examine the level of variables on the following aspects; entrepreneurial potential, digital marketing strategy, management innovation, and success of bag exporters in Thailand, 2) study the influence of the captioned variables towards the success of bag exporters in Thailand, and 3) develop a successful model of the bag exporters in Thailand. The mixed research methodology was applied to this study between the quantitative and qualitative ones. In view of the quantitative term, the sample group was 280 bag exporters, with its sampling size based on 20-time criteria of the observed variables and proportional sampling. Data collection was undertaken through questionnaires and later analyzed by Structural Equation Modeling. For the qualitative term, an in-depth interview was conducted through the primary informants of 20 bag exporters in Thailand. The findings revealed that 1) the variables on entrepreneurial potential, digital marketing strategy, management innovation, and success of the bag exporters in Thailand were all at a high level. 2) The entrepreneurial potential, digital marketing strategy, and management innovation influenced the success of bag exporters in Thailand at a 0.05 significance level. 3) The successful model of bag exporters as developed by the researcher was called the “SIP Model” (S = Digital Marketing Strategy, I = Management Innovation, P = Entrepreneurial Potential). Furthermore, the qualitative findings revealed that to build success in the bag export business in Thailand. The exporters must obtain potential to operate their businesses differently, enhance competitiveness with vision, skills, and intellect to export bags, and deploy innovation and digital marketing strategy that can sustainably make brand awareness of Thai bags among foreign customers. The findings of this research can be further applied as a guideline to define the business policy to enhance the success of bag exporters in Thailand to be capable of global market expansion effectively.
Successful Model/ Exporters/Bag/Thailand