Thailand has strengths in agriculture, tourism, and skilled labor. However, weaknesses include a lack of access to capital, low brand ownership among SMEs, and a lack of entrepreneurship. Opportunities exist in expanding to larger ASEAN markets due to Thailand's strategic location and reputation. Threats include high production costs, cheaper imports, and a lack of national integration among government agencies.

1. SWOT Analysis: ThailandSWOT Analysis: Thailand

2. STRENGTHSSTRENGTHS
Extensive knowledge andExtensive knowledge and
experience in Agriculture-basedexperience in Agriculture-based
industries (e.g. Animals, Animalindustries (e.g. Animals, Animal
feeds, rice, rubberfeeds, rice, rubber
Global KitchenGlobal Kitchen
Brand “Thai”Brand “Thai”

3. STRENGTHSSTRENGTHS
Service Superior esp. in Spa,Service Superior esp. in Spa,
tourism, restaurant, healthtourism, restaurant, health
related services, entertainmentrelated services, entertainment
Good Quality ProductsGood Quality Products
Skilled Labor/Value added –Skilled Labor/Value added –
GSP esp. in export-orientedGSP esp. in export-oriented
processingprocessing
Innovative and creativeInnovative and creative

4. WEAKNESSESWEAKNESSES
 Lack of Language CompetenceLack of Language Competence
 No sufficient capital and very hard to getNo sufficient capital and very hard to get
access to Financial Sources (We need toaccess to Financial Sources (We need to
look at Taiwan PPP Module andlook at Taiwan PPP Module and
Bangladesh Garmen Bank Model)Bangladesh Garmen Bank Model)
 Lack of interest and/or capital to acquireLack of interest and/or capital to acquire
new technologies e.g. automate machinesnew technologies e.g. automate machines
 SME tend to produce OEM Products andSME tend to produce OEM Products and
has no own Brandhas no own Brand

5. WEAKNESSESWEAKNESSES
 Lack of opportunity and or interest in liveLack of opportunity and or interest in live
long learning, training on new skillslong learning, training on new skills
 Lack of Entrepreneurship and haveLack of Entrepreneurship and have
paradigm of “Employee-ism”paradigm of “Employee-ism”
 No Entrepreneurial/ SME Protection PolicyNo Entrepreneurial/ SME Protection Policy
 Lack of Int’l mind “Entrepreneurs” andLack of Int’l mind “Entrepreneurs” and
lack of knowledge of neighboring countrieslack of knowledge of neighboring countries
policies and procedurespolicies and procedures
 Low level of knowledge and appreciationLow level of knowledge and appreciation
of other countries culture, social life andof other countries culture, social life and
business practices.business practices.

6. OPPORTUNITIESOPPORTUNITIES
 Bigger Market to GMS to ASEAN toBigger Market to GMS to ASEAN to
ASEAN +++ASEAN +++
 More customers intake to Thailand toMore customers intake to Thailand to
use Thai services and productsuse Thai services and products
 Thai taste is known and appreciateThai taste is known and appreciate
by others – more chances to expandby others – more chances to expand
market overseasmarket overseas

7. OPPORTUNITIESOPPORTUNITIES
 Strategic location – in the central ofStrategic location – in the central of
GMS and ASEANGMS and ASEAN
 United with GMS and ASEAN canUnited with GMS and ASEAN can
gain more bargaining power withgain more bargaining power with
other marketsother markets
 Can move or expand production baseCan move or expand production base
to other countries in ASEAN to taketo other countries in ASEAN to take
advantage of investment law andadvantage of investment law and
resources (land and labor)resources (land and labor)

8. THREATSTHREATS
 High production cost in Thailand –High production cost in Thailand –
make it less competitivemake it less competitive
 Influx of cheaper goodsInflux of cheaper goods
 Influx of knowledge migrants andInflux of knowledge migrants and
skilled HRsskilled HRs
 Delay TacticDelay Tactic
 Political DisabilityPolitical Disability

9. THREATSTHREATS
 Thailand still lack of National DirectionThailand still lack of National Direction
both at policy and implementationboth at policy and implementation
levelslevels
 No real integration in the services ofNo real integration in the services of
Thai Government AgenciesThai Government Agencies
• M of Commerce – Export Promotion ,M of Commerce – Export Promotion ,
Intellectual PropertyIntellectual Property
• M of Industry – OSMEP, BOIM of Industry – OSMEP, BOI
• M of Finance - BanksM of Finance - Banks
• M of Science – Innovation OfficeM of Science – Innovation Office
 Take over by strong companies fromTake over by strong companies from
other ASEAN countriesother ASEAN countries

10. Thank you!Thank you!
Marcelo Gomes FreireMarcelo Gomes Freire