Case Study Of Tourism In Thailand

Rivalry among competitors will be more intense depending on the outlook of the industry. Although, inbound tourism in Thailand has been growing steady since 1960 and the number of international tourists arrival in Thailand increased every year. Meanwhile, there is a huge number of inbound tour operator increasing every year (Department of Tourism, 2016). In addition, Thailand's tourism business operator, which account for more 70% is a SMEs entrepreneurs who must face the burden of the uphill competition that is circulating.

(EXIM Bank, 2016). According to Department of Tourism (2016), indicated that the number of registered business in the year 2016 is up to 12,391 companies. These numbers show that there are many competitors in the travel industry. There are many inbound tour

Then, the main idea behind the focus strategy is the company narrowing its competitive scope. Therefore, our company have determined specific market niches in which it is going to compete and be better than other companies within that market niche as follows;

- Focusing on a particular group of buyers which Sarocha Travel focuses on tourist based Germany and France.

- Specializing in particular geographic destinations which Sarocha Travel focuses on particular geographic destinations (i.e. Karnchanaburi, Suphanburi, Ayutthaya, Bangkok)

- Catering for the benefits sought by a particular group of buyers which Sarocha Travel provides tour packages for Germany and France tourist offering safety, quality, comfort and reliability in our packages at an all-inclusive price. As the two generic strategies is fundamentally different approach to creating and sustaining a competitive advantage, combining the type of competitive advantage as result our company seeks and the scope of its strategic target. The benefits of applying strategy for a particular target segment (focus) as a result our company won’t be require to compete with the other