Environment and Business Factors of Business Model Canvas Concept Effecting Thai Automobile Industry

Abstract

This research aimed to study; 1) the business environment of Thai automobile industry; 2) factors of Business Model Canvas concept; 3) analyst relationship between business environment and factors of Business Model Canvas concept; and 4) business factor effected to Thai automobile industry. Research is a mixed method, were carried out by qualitative research methodology by in-depth interview of 8 key informants were executives of Thai automobile industry, and quantitative methodology was the main. Data were collected from executives of Thai automobile industry 160 respondents of 267 population via simple random sampling, the research instrument was questionnaire. Statistic treatments were frequency, percentage, means, standard deviation, and ranking by mean, Pearson product-moment correlation coefficient, and stepwise multiple regression analysis.

The research results were as follows: 1) the business environment of Thai automobile industry were at a high important level, consist of environment, economy, technology, political, social, and law respectively; 2) Business Model Canvas concept of Thai automobile industry at a high important level, consist of value proposition, customer segmentation, income stream, distribution, customers relationship, important resource, important events, and cost structure respectively; 3) the business environment of Thai automobile industry were at a high relationship level with the factors of Business Model Canvas concept of Thai automobile industry, classified by value proposition, but other factors were at a moderate level; and 4) business factor effected to Thai automobile industry were customer segmentation, customers relationship, distribution,  value proposition, important resource, cost structure, income stream, and important events. These factors jointly prophesy business operation of Thai automobile industry of 69.3 % at a statistically significant level .05.