| Summary: | Given the expansion of promotional products industry worldwide for the past decades, this study assessed the attractiveness of the industry, specifically in Thailand, and identified the possibilities for new entrants into the market as manufacturers. Taking into account theories concerning industry analysis, barriers of entry and supplier selection processes, semi-structured interviews were conducted in order to evaluate the industry and identify opportunity to enter the market.
Findings suggested that there is high potential for growth in the promotional products industry in Thailand and that there are not any critical barriers of entry to the market. As a result, competition is high, with suppliers in the industry including domestic and international manufacturers, as well as those from other industries. In terms of supplier selection process, it is found that there are always opportunities for new suppliers, providing that they offer what customers demand, when they demand it. Creativity is considered as another criterion of supplier selection, alongside quality, price, and delivery time. Direct sales and website development are the most effective marketing tactics in the industry.
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