แผนกลยุทธ์การปกป้องตลาดเหล็กรูปพรรณรีดร้อนในประเทศจากผลกระทบของประชาคมเศรษฐกิจอาเซียน 2015 / วุฒิชัย วัฒนเจษฎากุล = Domestic market strategic plan for a Thai hot rolled structural steel after AEC 2015 / Wutthichai Watthanajesadakul
International trading barriers have been increased at the present. Many regions in the world have economic cooperation to increase competitive advantages. An important association in the Southeast Asia is ASEAN that plans to develop regional relation to ASEAN Economic Community (AEC) to facilitate free flow of production resources such as products and services, skilled labor and capital and investment. One of the AEC purpose is reduction of trading barriers, especially tariff barrier. The objective of this independent study is to develop strategic plan for protecting hot rolled structural steel manufacturer in domestic market in order to be well prepared for ASEAN Economic Community (AEC) implementation in 2015. This research is analyzed base on secondary data and primary resources by interviewing related Thai government agency, structural steel domestic customers and the management level of Thai hot roll structural steel company and analyzed the effect of implementation.
The business environmental analysis indicated that the company still has the capability to compete in domestic market due to the growth in construction sectors and others factors supports. However, the company needs to be aware an effect of Asian steel producers, who have a cooperation framework with ASEAN, such as, ASEAN plus Three (APT): China, Japan and South Korea. At present domestic market does not have any competitors. Growth strategy is suitable for this situation since company can continuously develop domestic market by penetration strategy and market strategy. Company needs developing customer relations to expand market, and improving marketing strategy for the competitive advantages and sustainable growth.
