BUSINESS STRATEGIES FOR ENHANCING THE COMPETITIVENESS OF THAI AIR CARGO SUPPLY CHAIN MANAGEMENT

Abstract

             This qualitative research aims to evaluate and optimize the various business strategies for enhancing the competitiveness of Thai air cargo supply chain management and to determine the appropriate operating model. It pursues to improve the efficiency of the air cargo supply chain and to provide more information to the decision-makers to optimize their fields. The methodologies included documentary analysis and depth interview with 20 management executives of human resources, air cargo operation, training department, ground service, corporate communication, and public relation and customer service department who are in management positions, role in the policy management of freight and mail commercial department of Thai Airways International Public Company Limited. The guideline has been developed from PEST analysis, 5 force model and SWOT analysis. The results found that the majors affecting Thai air cargo supply chain management were global business competition, safety and security, one-stop service, deregulation of international business, open sky policy of commercial airlines, growth of online technologies and consumer behavior changes. Therefore, the air cargo supply chain management has to develop the multi-skills of their human resource, particularly air transportation and logistics technology, such as applying WMS, ERP system and EDI. Moreover, the Thai government needs to support the air cargo company in terms of loan allocation, revenue, and taxation and essential infrastructure related to the air cargo business.