A Study on Business Strategy and Competitive Advantage of Steel Industry of Thailand

• Main Authors: Chen Ming Chuan, 陳明泉
• Other Authors: Tung-Lai Hu
• Format: Others
• Online Access: http://ndltd.ncl.edu.tw/handle/5c89wd

碩士 === 國立臺北科技大學 === 管理學院經營管理EMBA專班 === 103 === The current changing global economic environment is increasingly becoming more competitive. The economic environment is slowly recovering within the domestic and international arena. Under the influence of the global steel industry overcapacity, weak demand, foreign goods dumping has caused economic cash flow to reduce. Other factors that affect the cash flow of the steel industry are rising environmental costs, steel prices continuing to fall, industry economic downturn. The steel industry has both internal and external environmental opportunities within the marketing positioning, competitive differentiation which are important at the moment. This dissection will explore the development of the global steel market trends, the ASEAN market and the Thai market. It will research industrial competitiveness, the five forces analysis, the SWOT analysis to reach a comprehensive analysis of market trends. Company’s strengths and coping strategies will be examined within the steel industry. Market demand, development of a comprehensive coping strategy to relocatein order to improve development capabilities within the steel industry will be throughly examined. A reasonable development of the company strategy, marketposition and marketing strategy will be reviewed through the face of the Asean Economic Community (AEC) for the Regional Economical Integration , China’s “One Belt and One Road”, Asian Infrastructure Investment Bank (AIIB) of investment opportunities on the new change ,new features, new trends, new challenges. From this,trends of corporate sustainability, remodeling a competitive advantages and actively promoting the internationalization within the steel industry will be used to show the international competitiveness of the steel industry