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https://rsuir-library.rsu.ac.th/handle/123456789/3504| Title: | The competitiveness of Thai durian export enterprises to China : a case study of HKK Trading & Processing Co., Ltd. |
| Authors: | Wanglin Liu |
| metadata.dc.contributor.advisor: | Bavornwit Rojsuwan |
| Keywords: | Competition, international;Competitive advantage;Durian -- Thailand -- Marketing;Exports -- Thailand;Foreign trade regulation -- China |
| Issue Date: | 2025 |
| Publisher: | Rangsit University. Library |
| metadata.dc.description.other-abstract: | The objectives of this research were 1) to analyze the competitive strategies of HKK Trading & Processing Co., Ltd. in the Chinese durian market, 2) to identify strategies for enhancing the competitiveness of Thai durian export companies, and 3) to evaluate the challenges and opportunities for HKK in expanding its market share in China. The study utilized a sample group consisting of the top five customers who purchased products from HKK Trading & Processing Co., Ltd. between 2021 and 2024 to determine the priorities of the Analytical Hierarchy Process (AHP) criteria based on customer input. The research employed SWOT analysis and AHP methodology, using HKK Trading & Processing Co., Ltd. as a case study to assess its competitive advantages and strengths within the global market. The results of the study indicate the following key findings: (1) The recommended business strategy involves expanding marketing channels for the company’s products in the People's Republic of China by leveraging the knowledge and expertise of executives who have been developing products using vacuum freeze-drying technology for over a decade. (2) The Analytical Hierarchy Process (AHP) analysis of competitive factors, specifically the “7R’s” framework, ranked the priority criteria based on input from all customers, with an inconsistency ratio of 0.07. The highest priority factor identified was Product Quality as Required (Right Quality), with a weighting of 0.187. (3) HKK Trading & Processing Co., Ltd. possesses a strong foundation for success in the Chinese durian market; however, to maintain its competitive edge, the company must remain proactive in addressing emerging challenges. This includes prioritizing product quality, enhancing operational efficiency, leveraging sustainability, and continuously refining its business strategy to establish itself as a benchmark for leadership in the durian export industry |
| Description: | Thesis (M.Sc. (Management of Logistics)) -- Rangsit University, 2024 |
| metadata.dc.description.degree-name: | Master of Science |
| metadata.dc.description.degree-level: | Master's Degree |
| metadata.dc.contributor.degree-discipline: | Mamagement of Logistics |
| URI: | https://rsuir-library.rsu.ac.th/handle/123456789/3504 |
| metadata.dc.type: | Thesis |
| Appears in Collections: | Grad-ML-M-Thesis |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| WANGLIN LIU.pdf | 1.86 MB | Adobe PDF | View/Open |
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