This research aims to study the factors related to the market pathways and profit margins of coffee products from Laos in the Thai market, focusing on the analysis of import processes, distribution channels, and the factors contributing to business success in Thailand. The research utilizes primary data obtained from in-depth interviews with coffee shop operators in Thailand who distribute coffee beans from Laos, as well as secondary data collected from journals, articles, and relevant documents.
The research methodology includes the collection of both primary and secondary data. Primary data were obtained through in-depth interviews with coffee shop operators experienced in distributing coffee products from Laos. These interviews were conducted using a semi-structured interview format, allowing participants to freely express their opinions and share their experiences. The sample group consisted of 12 operators selected using the snowball sampling technique. Secondary data were collected from various sources such as academic journals, books, research reports, and seminar documents. These data were then analyzed alongside the primary data to provide a comprehensive overview.
Data analysis in this research was conducted using content analysis, which involved data reduction, data display, and conclusion drawing/verification. Additionally, SWOT analysis, PEST analysis, and the Five Force Model were employed to assess the internal and external factors influencing the success of coffee businesses from Laos in the Thai market.
The research findings indicate that key factors contributing to the success of coffee products from Laos in the Thai market include the quality of the coffee beans, the selection of appropriate distribution channels, and competitive pricing strategies. Moreover, brand building and promotional strategies play a crucial role in increasing sales and market awareness. The research also highlights that analyzing internal and external factors using these tools is essential for developing business strategies that enhance operational efficiency and create competitive advantages. This study concludes that effective management of various factors and adapting to the market environment in Thailand can enhance the success and profitability of coffee businesses from Laos in the Thai market.