Lessons Learned from Business Driven Strategies of Aviation Industry in Thailand in Economic Crisis: A Case Study of Thai Airways International Public Company Limited

Abstract

The purpose of this study aimed to present the lesson learned from the strategic business driven concept of aviation industry in Thailand through a case study of Thai Airways International Public Company Limited. This study applied a qualitative approach. The primary data were from interviewing the experts and the secondary data were from documentation. The data were analyzed by content analysis. The results found that Thai Airways International Public Company Limited applied a mixed strategic growth concept for business driven of Intensive Growth Strategy and Diversification Strategy which comprised 4 essential components. First, Market Penetration. Second, Product Development. Third, Market Development, and fourth, Diversification. Based on the research findings, the mixed strategic growth concept can widen the business opportunity driven to level up revenues and profits by the company existing products and services, or creating new products and services relevant to the company business. In utilizing all the accesses owned by the company into the market, the company can gain more profit advantage and sustainability, which can also be applied as a business driven strategy in the future.