Differentiation of transportation micro, small, & medium enterprises (MSMEs) in Thailand

Suan Sunandha Rajabhat University, 1 U Thong Nok rd., Dusit, Bangkok, Thailand, 10300

^* Corresponding author: pisit.po@ssru.ac.th

Abstract

This research aimed to study the differentiation that affects the competitiveness of transportation Micro, Small, & Medium Enterprises (MSMEs) in Thailand. The sample population explored in this study consisted of 287 entrepreneurs from MSMEs from Thailand. The collected data were analyzed using Multiple Regression Analysis, along with additional feedback and opinion analysis. The results showed that differentiation in products, services, personnel, distribution channels, and brand image affect the competitiveness of MSMEs at a statistically significant level of 0.05. The areas of differentiation found with the greatest influence were personnel, products, and services respectively. Therefore, entrepreneurs and executives involved in differentiation of transportation MSMEs should focus on good service. Most of the businesses in Thailand are small businesses and have a small number of personnel. This enables thorough supervision of personnel from the business owners to ensure they provide good service to customers. Whereupon differentiation in product appearance by designing products or packaging to be outstanding, unique, attractive, and diverse. For example, processed fruit businesses may design their packaging to look like real fruit, or there could be environmentally friendly packaging designs which are popular among consumers today.