Suluxama Ongsritrakul and Lionel Hubbard
Thailand’s recent export performance in the EU market for frozen shrimps has improved markedly. Constant market share analysis reveals this improvement to be predominantly the…
Abstract
Thailand’s recent export performance in the EU market for frozen shrimps has improved markedly. Constant market share analysis reveals this improvement to be predominantly the result of competitive advantages in production and marketing. Thailand is able to produce shrimps of high and consistent quality at low costs, under conditions which meet the hygiene and safety standards set by the EU. In addition to competitive advantages, Thailand has benefited from growth in the overall size of the EU export market for frozen shrimps, but has suffered from having only relatively small shares in the important markets of some member States. Market research on consumers’ tastes and preferences could further improve Thailand’s recent export performance.