Liurong Pan Ph.D, Candidate, Faculty of Logistics and Digital Supply Chain, Naresuan University,65000 Phitsanulok, ThailandEmail: email@example.com
Boonsub Panichakarn Ph.D; Faculty of Logistics and Digital Supply Chain, Naresuan University,65000 Phitsanulok, ThailandEmail: firstname.lastname@example.org
Melvin Esmayor Garin Lecturer, Faculty of Logistics and Digital Supply Chain, Naresuan University,65000 Phitsanulok, ThailandEmail: email@example.com
This research investigates the competitive dynamics in the fruit industry across 14 cities in Guangxi, China, from 2012 to 2021. The study utilises the Boston Matrix market competition model, which emphasises two crucial indicators: market share and market growth rate. The findings unveiled clear market segments within these urban areas. The cities of Liuzhou, Yulin, Wuzhou, Fangchenggang, and Baise are classified within the dog market category, whereas Guigang, Baise, Hezhou, Hechi, Laibin, and Chongzuo are classified under the child market. The Star Market encompasses the cities of Nanning and Guilin, while the Cash Cow Market is exclusively represented by Qinzhou. Furthermore, this study examines the trajectory of market dynamics within each urban area. The fruit industry in various cities in Guangxi, China, exhibits a notable disparity, with a certain level of uniformity observed in the fruit supply across these cities. Consequently, it is suggested that efforts be made to improve orchard infrastructure and consistently advocate for the widespread adoption of professional planting and management practices in order to strengthen the growth and recognition of fruit brands.
Keywords:market competitiveness; fresh fruit industry; Guangxi; Chin.