Strategy on Agricultural Machinery Development Business in Thailand


  • Jaruaypornpat Leesomsiri
  • Kanyamon Inwang Western University


development strategy, business development, agricultural machinery business


This study aimed to determine  features of agricultural machinery business, development of strategy, and to key success factors of business of agricultural machinery development in Thailand. This study is a qualitative research conducted by data collection by in-depth interview with key informants from agricultural machinery farmers, the group of agricultural machinery entrepreneur.  It used using simple sampling by drawing lots of provinces in Northeast, and then selecting entrepreneurs which were awarded last year from six  provinces, 60 persons of which were selected. The group of commercial academicians or specialists in agricultural machinery business were  10 persons who were selected.  Content analysis was used for data analysis  . The results indicated that the highest level on purchasing agricultural machinery was quality met with demands followed by production standardization, durability, acceptance on manufacturing standard, energy saving, and standard.  The study also revealed that the business strategies designed by the entrepreneurs differed greatly depending on the type of business. Five approaches to business development by the entrepreneurs were identified as follows. 1) Development of customer relationship management 2) Development of product warranty 3) Development of convenient locations of distributors, 4) Enhancing management knowledge, technical and production skills among the entrepreneurs and employee, 5) Development of technological innovations for maintaining quality of agricultural products. For the business success of agricultural machinery business were identified as follows 1) For development of human dimension, there are development standardization quality products, services quality, and to be sincere to customers 2) For development of social dimension, there are business networks or alliance that promote marketing, production, making product innovation with technology, 3) For marketing and production dimension, there are income generation, production development and marketing development.


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How to Cite

Leesomsiri, J., & Inwang, K. (2019). Strategy on Agricultural Machinery Development Business in Thailand. ABAC ODI JOURNAL Vision. Action. Outcome, 6(1), 166-178. Retrieved from