Market of the Month Thailand

Market of the Month – Thailand

Why Thailand?

Trade Agreements

Market Opportunity

Best Prospects

Market Entry Strategy

Thailand at a Glance

Upcoming Events

Contact Us

Why Thailand?

Thailand is the United States' 27th largest trading partner. Two-way trade in 2007 was about US$ 31.2 billion, with $22.75 billion in Thai exports to the U.S. and $8.44 billion in U.S. exports to Thailand. From 2006 to 2007, U.S. exports to Thailand grew by 3.66 percent, while imports to the U.S. grew by about 1.28 percent. In Asia, Thailand ranks as the United States’ 7th largest trading partner after China, Japan, Korea, Taiwan, Singapore and Malaysia.

Image of Bangkok Skyline
Bangkok Skyline

The U.S. and Thailand have enjoyed a special commercial relationship for 175 years, most recently under the Treaty of Amity and Economic Relations signed on May 29, 1966. Under the treaty, with the exception of a few sectors, U.S. companies operating in Thailand are afforded national treatment, which places them on an “equal playing field” with Thai companies, a privilege offered to no other trading partners’ companies.

The Thai economy is export-dependent, with exports accounting for 60 percent of its gross domestic product (GDP). Thailand’s GDP performance has averaged between 5 and 6 percent since the recovery of the Asian financial crisis. GDP growth in 2007 stood at 4.8 percent, and 2008 is forecast to have the same growth rate.

Trade Agreements

Thailand is a member of the Association of Southeast Asian Nations (ASEAN). In 1992, leaders of ASEAN governments approved a Thai proposal to establish the ASEAN Free Trade Area (AFTA), which aims to reduce tariffs on most processed agricultural and industrial products traded among ASEAN countries. The scheduled tariff reductions have continued to be pushed forward; currently, most reductions will be in place by 2015. ASEAN is examining the possibility of expanding this special trade relationship with Australia, New Zealand, China, South Korea, India and Japan. Currently, Thailand has a limited bilateral free trade agreement with China and a partial agreement with India. Additionally, on Jan. 1, 2005, Thailand implemented an FTA with Australia, and in 2007 the nation signed a trade agreement with Japan.

Image of Thai Boat
Thai Boat

Market Opportunity

Thailand’s economic growth has created opportunities for U.S. companies in a number of infrastructure sectors, including electrical power, telecommunications and renewable energy. Thai consumers are creating opportunities for new sales of U.S. medical products, cosmetics, security equipment, food supplements and educational services. Thailand also continues to look for U.S. suppliers of automotive accessories, defense equipment, broadcast equipment, food processing and packaging equipment, and laboratory and scientific instruments.

Best Prospects

Robust economic growth in Thailand has created numerous opportunities for U.S. companies in varying industry sectors, including the following:

Automotive parts and service

Broadcast equipment

Cosmetic products market

Defense equipment

Education services – study abroad

Electrical power systems

Food processing and packaging equipment

Health care and medical equipment

Laboratory and scientific instruments

Safety and security equipment

Telecommunication equipment

Water pollution control equipment

Prior to conducting business in Thailand, Americans should be familiar with the restrictions on foreign businesses in Thailand, especially the Alien Business Law (ABL). Because of the Treaty of Amity and Economic Relations, American companies are exempt from many of the restrictions on foreign investment imposed by ABL; however, being familiar with ABL and other restrictions is important.

Also known as the National Executive Announcement No. 281 of 1972, ABL restricts business activity of aliens, or non-Thai residents. "Alien" and "alien business" is defined as a natural person or juristic person without Thai nationality. This includes a business with at least one-half of the registered capital held by aliens. The three categories of restrictions are as follows:

Category A is completely closed to foreigners (with a few exceptions) doing business in certain sectors, most notably accounting, law and architecture.

Category B is closed to foreigners unless promoted by the Board of Investment. Category B sectors include fishing, printing, tour agencies and other businesses.

Category C requires an Alien Business License for retail, wholesale and other businesses. A complete list of restricted industries can be obtained upon request.

While exempt from many of these regulations, American businesses are restricted from doing the following:

  1. Owning land
  2. Engaging in the business of inland communication
  3. Engaging in inland transportation and communication industries
  4. Engaging in fiduciary functions
  5. Engaging in banking involving depository functions
  6. Engaging in domestic trade in indigenous agricultural products
  7. Exploiting land or other natural resources

For more information about Thailand government regulations, visit http://www.buyusa.gov/thailand/en/foreign_act.html.

Image of the Democracy Monument in Bangkok
The Democracy Monument, in Bangkok

Market Entry Strategy

Thailand's businesses and consumers are extremely price conscious and tend to favor lower prices over product quality or other benefits. Exporters whose products have a competitive advantage other than price should plan to work with local Thai partners and undertake an extensive strategic marketing plan.

Furthermore, Thailand's average most-favored-nation (MFN) tariff rate is 11 percent, with the agricultural sector being 24 percent and industrial sector at 9 percent. The highest tariff rates are applied to imports that compete with locally produced goods. This often leads to even further price pressures for U.S. exporters hoping to successfully penetrate the Thai market.

Obtaining a local partner, such as an agent or distributor, is still the preferred means of entering the Thailand market for the first time, as it is one of the most efficient and effective ways to reach Thai buyers. The agent or distributor can facilitate and expedite the market entry with their market knowledge and established networks. U.S. businesses owners should become familiar with the business culture of Thailand, as interpersonal relationships are a vital factor for successful transactions.

Additionally, the U.S. Commercial Services staff of U.S. officers and Thai trade specialists at the U.S. Embassy in Bangkok can assist U.S. firms in researching and accessing the Thailand market, as well as solving commercial problems.

Thailand at a Glance

Location: Southeastern Asia, bordering the Andaman Sea and the Gulf of Thailand, southeast of Burma

Land Boundaries: Burma, Cambodia, Laos and Malaysia

Area Total: 514,000 sq km (slightly more than twice the size of Wyoming), Land: 511,770 sq km, Water: 2,230 sq km.

Climate: Tropical; rainy, warm, cloudy southwest monsoon (mid-May to September); dry, cool northeast monsoon (November to mid-March); southern isthmus always hot and humid

Population: 65,493,296 (July 2008 est.)

Languages: Thai, English (secondary language of the elite), ethnic and regional dialects

GDP Real Growth Rate: 4.8 percent (2007 est.)

GDP – per capita (PPP): $8,000 (2007 est.)

GDP by Sector: Agriculture: 11.4 percent; industry: 43.8 percent; services: 44.8 percent (2007 est.)

Labor Force: 36.9 million (2007 est.)

Government type: Constitutional monarchy

Upcoming Events

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Contact Us

For more information on how U.S. Commercial Services Thailand can help you enter the Thai market, visit www.buyusa.gov/thailand/en/.

For complete U.S. Commercial Services Thailand contact information, visit www.buyusa.gov/thailand/en/contact_us.html.

Image of the Ruins of Ayutthaya, Thailand
Ruins of Ayutthaya, Thailand

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