Trends in Competitiveness of the Thai Printing Industry

Authors: Amon Lasomboon

Abstract:

Since the world printing industry has to confront globalization with a constant change, the Thai printing industry, as a small but increasingly significant part of the world printing industry, cannot inevitably escape but has to encounter with the similar change and also the need to revamp its production processes, designs and technology to make them more appealing to both international and domestic market. The essential question is what is the Thai competitive edge in the printing industry in changing environment? This research is aimed to study the Thai level of competitive edge in terms of marketing, technology, environment friendly, and the level of satisfaction of the process of using printing machines. To access the extent to which is the trends in competitiveness of Thai printing industry, both quantitative and qualitative study were conducted. The quantitative analysis was restricted to 100 respondents. The qualitative analysis was restricted to a focus group of 10 individuals from various backgrounds in the Thai printing industry. The findings from the quantitative analysis revealed that the overall mean scores are 4.53, 4.10, and 3.50 for the competitiveness of marketing, the competitiveness of technology, and the competitiveness of being environment friendly respectively. However, the level of satisfaction for the process of using machines has a mean score only 3.20. The findings from the qualitative analysis have revealed that target customers have increasingly reordered due to their contentment in both low prices and the acceptable quality of the products. Moreover, the Thai printing industry has a tendency to convert to ambient green technology which is friendly to the environment. The Thai printing industry is choosing to produce or substitute with products that are less damaging to the environment. It is also found that the Thai printing industry has been transformed into a very competitive industry which bargaining power rests on consumers who have a variety of choices.

Keywords: Competitiveness, Printing Industry

Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1327746

References:

[1] Budsaya Wuttichan (2006). Industry and printing industry continues to grow, however. Journal of Investment.
[2] Sudtipong Pakdara (1995). Cost of the printing industry. New York: Department of Economics. University Graduate School Dhurakijpundit 2538. Dhurakijpundit University.
[3] Sit Teerasoan(2551). Marketing Communications. Bangkok Pretty Co., Ltd..
[4] Look in the master plan for the printing industry. (2548). from Executive Summary Master Plan for the printing industry. Journal of Academic Press, 7 (17), 23-28.
[5] Napawan kananurak (2009). To build capacity and innovation can take more.Value to the enterprise technology management. Journals. University of Thai Chamber of Commerce.
[6] Witthaya Mekhum.The development of technologies and processes. And development of OTOP products in nonthaburi Commission on Higher Education J. Prince Bangkok Province, 2007.
[7] Wichai Payakkasai (2551, April - June). With this new era. Innovation of printing. Journal Academic Press, pp. 10 (28), 11.