Industrial milk is pasteurized drinks in Thailand is expected to expand at rates much higher than compared with the overall industry's soy juice. As a result, many entrepreneurs are interested to enter this industry. But entrepreneurs still do not know about this industry
specific objective of this research was to study the general state of the market and market structure. And to study the competitiveness of the industry. The study by the five operators which have a combined market share of almost a hundred percent during the year 2553-2557 by primary data from surveys stores. The survey and in-depth interviews with consumers. And secondary data from research reports and statistical information from various organizations. By means of descriptive analysis and quantitative statistical analysis to calculate the index, the concentration ratio (CR) index Maher Dauphin Dar al. (HHI)
study found that soy milk is pasteurized drinks, in the year 2553 to 2557 the market structure of oligopoly Differentiated oligopoly by the concentration ratio (CR) rate was lower concentrations. down The ratio is high. This industry has a low competition The market power of many operators and is declining every year. The Hermes index Finn Dahl (HHI) has decreased steadily and this industry has competed fairly low. The behavioral barriers to competition in the industry was due to the distribution channels and dealer at a major impact on product sales and market share. This industry is focused on building a real difference by creating the image of the product by advertising online channels. And focused on behaviors that are not related to the price of the product. The distribution channels Promotion and marketing To allow consumers to learn, remember awareness products. And purchasing decisions Including loyalty to the product. And case studies of brands, the number two brand, including the brand's Fuji-san succeeded to become a market leader within two years by defining the clear product and distribution channel directly to the target audience of the brand Dina loss. As the market leader by a lack of attention to this market with quality products. Good Manufacturing Technology And a distribution channel that covers all areas
, however, entrepreneurs looking to enter the industry should make a business plan. And to find more information And the need to clear product positioning. Define the exact target And should find distribution channels that match their target customers products and distribution channels because affect sales. And in the competitive behavior Entrepreneurs should avoid price competition. But should not the marketing strategy of price. With communication through advertising channels closer to the consumer. To build awareness, motivation and loyalty to branded products, which affects sales. Because soy milk pasteurized juice products are inexpensive and easy to buy the products of each operator are very similar and successful team. Making the decision to buy the consumer is mainly focused on emotion rather than reason.
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