Impact of Exporting Market Strategy on Thailand Agricultural Sector

In the last two decades, firms in emerging economies have played an increasingly important role in an integrated global economy. Many of these firms are in the early stages of the internationalization process in which exporting is the most common mechanism for participating in foreign markets. It is widely accepted that exporting is an attractive foreign market entry mode strategy and expansion alternative method. The global market offers business opportunities in today’s business world. One of the attractive strategies to enter international markets is an exporting due to low risk, cost effectivness, and easy controlling. As Thailand is an export oriented economy and has successfully positioned itself as the “Kitchen of the World”, Thai food and agricultural sector has played an important role in the growth throughout its economy history. Therefore, the main purposes of this study are to answer why exporting is really appropriate for Thai agricultural firms, as well as to examine the factors influencing export marketing strategy of Thai agricultural exporters and investigate the relationship between the company’s performance and export marketing strategy. In this research, the theoretical background overviews of export marketing strategy with its implementing entry forms and the current situation of Thai agricultural exporting industry are also provided. The results show that almost Thai agricultural firms select the exporting modes as the main strategy to expand their products into foreign markets and there is a relationship between export marketing strategy and the company’s performance in terms of growth and profitability.

agricultural product, entry strategy, exporting market, performance, marketing, efficiency, сельскохозяйственный продукт, стратегия входа, экспортный рынок, производительность, маркетинг, эффективность, ауылшаруашылық өнімі, кіру стратегиясы, экспорттық нарық, өнімділік, маркетинг, тиімділік

1. Aulakh, P., Kotabe, M., Teegen, H. (2000). Export strategies and performance of firms from emerging economies // Academy of Management Journal. - № 43(3). - P. 342-362.

2. Azuayi, R. (2016). Internationalization strategies for global companies: a case study of arla foods, denmark // Journal of Accounting & Marketing. - № 5. - P. 191.

3. Jantunen, A.P., Saarenketo, K.S., Kylaheiko, K. (2005). Entrepreneurial orientation, dynamic capabilities, and international performance // Journal of International Entrepreneurship. - № 5(3). - P. 223-243.

4. Julian, C.C. (2003). Export marketing performance: a study of thailand firms // Journal of Small Business Management. - № 41(2). - P. 213-221.

5. Katsikeas, C.S., Piercy, N.F., Ioannidis, C. (1996). Determinants of export performance in a european context // European Journal of Marketing. - № 30(6). - P. 6-35.

6. Prasertsakul, D. (2013). The role of dynamic capabilities in export performance of firms from emerging economies // International Business Research. - № 6(8). - P. 102-109.