MABE Case Study: Overview of Thai Ceramic Business and Challenges Faced by Thai Ceramic Businesses with Potential Solutions

ABSTRACT

Ceramic products have undergone extensive development over many years. In Thailand, the northern region is well-known in producing ceramic products for houseware and art reasons. It can be seen that the expected production and domestic sales of ceramic products are stable in the first quarter of 2024, according to the Report on Industrial Economics Status (Q4/2023 and Outlook for Q1/2024) from the Ministry of Industry in Thailand. Integrating with the traditional method with rich cultural identity, Thai ceramic industry is well-known for both local and international market. In addition, with the technological development, many ceramic companies adapt to the most modernized method in applying both production process and management implementation. However, with these technologies and cultural identity, Thai ceramic businesses still face the challenges to compete with ceramic competitors from other countries. Besides, the shortage of skilled labor is also one of obstacles that Thai ceramic companies have to deal with. By analyzing various aspects of the ceramic industry, this case study aims to provide potential strategies and recommendations based on consumer behavior, approaches to management, and the ceramic market in Thailand and other countries.

LEARNING OBJECTIVES

• To identify the current situation of Thai ceramic industry in both domestic and international level.

• To point out challenges of ceramic industry in Thailand.

• To provide recommendations to mitigate challenges that Thai ceramic industry can apply in the businesses.