Native chicken meat, by which is meant chicken that is of higher quality than broiler chicken (like Jidori in Japan), has gradually gained popularity in Thailand. The market for native chicken meat developed on the basis of increasing fame after the pandemic of Avian flue in 2003, which allowed for newcomers to enter the market, and because Thai consumers shifted their choice of consumption from broiler chicken meat to native chicken meat. On the other hand, from being a monopoly market, this transition brought higher price competition to the native chicken market. The first producer of the native chicken changed its management strategy from a quality orientation to a price orientation in response to the new corners. As the result, the production system became similar to a broiler system, and the quality advantage of the native chicken meat has suffered. While quality differentiation has been a strategy for small and middle-level producers, most cannot avoid price competition. The purpose of this study is to define the problems of the native chicken production in Thailand after the onset of avian flu by focusing on the pioneer producer of native chicken production and the transitions of their strategy.
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