The Research On Core Competency Construction Of F&S Shoes Company In Thailand

With the development of the globalization,it is a double-edged sword for every country and enterprise,especially for developing countries which are relatively weak in economic strength and backward in science and technology.Facing the global fierce competition,risks and challenges in enterprises will be more severe.Thailand F&S Shoes Company,located in Bangkok,is a company which exports leather shoes to Middle East country.They purchase almost raw materials and products in Thailland,and export mainly to the United Arab Emirates since 1992.We found that the problem of the company is a loss of competitive advantage with a competitor in the same market due to we are Original Equipment Manufacturer which difficult to bargaining the price with the customer and also of power to control supplier.At the same time,the cost of production is also increasing as the economic growth every year.Moreover,the supplier also wants to become the investor by themselves during their previous strong experience skill of a worker in handmade production.Therefore,this paper it will help the company to find out the internal and external environment of the firm and related leather industry.Their core competencies to beat with competitors in the market.And provide an implementation plan for this company to practice for sustainable in the future.According to export leather shoes,trends were increasing every year and had an opportunity to grow up in the future.Thus,resulting in F&S shoes has to get support and development to be competitiveness more in the market will be an excellent opportunity for the company.The thesis is to examine the importance of strategic management and strategic analysis,the concepts of sustained competitive advantage,and to present the most fundamental strategic analysis tools used in business strategy,given the context of the leather industry where there is an identified-lack of strategy research and analysis.Competitive advantage in Thai export leather industry can be gained or lost based on how well a leather firm is aware and able to apply different essential strategic analytical intelligence knowledge and tools such as Porter's Five Forces,Value Chain,and theories of Core Competencies.The thesis used both secondary sources including published books and online materials and primary sources with a semi-structured interview with company key decision-makers in light of theoretical and empirical case study analysis.The research is that it does not just focus on solving the existing problem of the company but also looking for sustainability.Most researchers have been done on the completing the market towards leather industry,or company reacts to the growing power of the customer over the industry.This paper,however,looks at how it is useful to utilize these market and seek ways to understand how the company can reduce the cost and by the way also increases the buyer value to intensely gain demand creation from competitor back and ensure our customer relationships.It strongly focused on strategic analysis and research to gain more understanding of leather industry structure,of the other factors that determine the gain or loss of competitive advantage other than creating a strategy or plan for them.Since the company is still in the early stage of planning and gradually implementing the changes in a stable,innovative and sustainable manner.Therefore,strategy analysis in the thesis has limitations.The findings of the thesis represented the unacknowledged importance of strategic management and analysis in the leather industry.The argument also suggested that vital analysis intelligence should be facilitated and subjected to more attention that critical decision-makers of the company can exploit to positively impact company's strategic management in building,implementing and evaluating a business strategy to enhance its competitiveness and innovations.The analysis should be considered a valuable approach for enhancing competitiveness and innovation in the company's operation and management aspects.However,it is strongly believed that the company will improve and ensure the viability of their expansion plan if they plan to follow the thesis as a basic guideline in the stage of strategic analysis and supplement insufficient part of the thesis when needed.