The Application of the BCG Model and Competitive Strategies to Achieve Sustainable Development Goals in the Health and Beauty Supplement OEM Industry in Samut Sakhon Province
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Keywords:
BCG Model, Competitive Strategy, Health and Beauty Supplement OEM Industry, Sustainable Development Goals (SDGs)Abstract
This research aims to evaluate the level of BCG Economic Model application and analyze the path relationship between the model's application and the achievement of Sustainable Development Goals (SDGs), mediated by the competitive strategies of Original Equipment Manufacturer (OEM) operators in the health and beauty supplement industry in Samut Sakhon Province, Thailand. The sample comprised OEM operators, with data collected using a structured questionnaire. The findings reveal that operators apply the BCG Model (Bioeconomy, Circular Economy, and Green Economy) at a high level. Regarding competitive strategies, operators prioritize brand credibility and adherence to international manufacturing standards (e.g., GMP and HACCP), followed by Niche Market Penetration and Quality Differentiation strategies. These strategies collectively contribute to a high level of SDG achievement, particularly in promoting Good Health and Well-being (SDG 3), Decent Work and Economic Growth (SDG 8), and Responsible Consumption and Production (SDG 12). Path analysis indicates that the application of the BCG Model has a direct influence on the adoption of competitive strategies (new value) and a direct influence on SDG achievement (new value). Furthermore, competitive strategies also directly impact the success of SDG achievement (new value). Overall, the BCG Model application demonstrates both direct and indirect influence on SDG achievement, totaling new value
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