A Study on the Distribution Strategies of Probiotic Health Food in Thailand

• Main Authors: LIN, YOU-SHENG, 林祐陞
• Other Authors: WU, SHIH-WEI
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/2ne3n3

碩士 === 國立臺北科技大學 === 管理學院EMBA泰國專班 === 107 === In recent years, preventive healthcare has become the rising trend in Asia. Preventive healthcare industry has made a remarkable market growth especially in Japan and China. On the other hand, in Southeast Asia countries, because of population aging, economic growth increases the living standards, and government’s promotion, preventive healthcare is also gaining in popularity along with the growing health awareness among population. In these recent years, government of Thailand has putting efforts in promoting preventive healthcare concept, which makes Thai society more aware of healthy issues and raise more interests in health food. With the stable growth of health food industry in Thailand, Thailand has become a potential new market for health food suppliers. This research takes A Biotechnology Company’s probiotics products investment in Thailand’s health food market as an example, and with the insights from literature reviews to perform a PEST analysis on entering Thailand's health food market. Moreover, this research also conducted interviews with local health food market developers to find out Thailand's PEST and market factors in health food market. In the end, it brings to the conclusion with possible business strategies to enter and operate in Thailand's health food market. Law and regulation play a crucial part regarding to health food business, this research will compare differences of food related regulations between Taiwan and Thailand to provide a better understanding of these two markets. Furth more, by collecting information from in-depth interviews with local developers and literature review will help to understand Thailand public’s attitude toward health food consumption. This research will cover the differences between health food market in Taiwan and Thailand, sales operation of probiotics products in Thailand, and analyze A Biotechnology Company’s strengths and weakness in entering Thai market. Last but not least, the research will sum up the findings to propose a strategy plan and business model for A Biotechnology Company’s to operation in Thai market.