PESTLE ANALYSIS OF THAILAND

SOCIO-CULTURAL ANALYSIS

Population

The Thai population is diverse in ethnicity and race, comprising citizens of Thai, Chinese, Mon, Khmer, Lao, and Indian descent. Moreover, residents in each region of the country tend to have specific characteristics and appearance, due to differences in the environment and geographical features.

Population –63,525,062Male – 31,293,096Female – 32,231,966

Religion

Buddhism – 93.6%Islam – 5.4%Christianity – 0.9%Others – 0.1%

Ethnic groups:

Thai 75%, Chinese 14%, other 11%

Languages

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

Birth rate

12.81 births/1,000 population (2012 est.)

country comparison to the world:153

Sex ratio:Total population: 0.98 male(s)/female (2012 est.)

Health expenditures:4.3% of GDP (2009)Country comparison to the world : 153

PESTLE ANALYSIS OF THAILAND

Education expenditures:4.1% of GDP (2009)country comparison to the world: 102

Literacy:Definition: age 15 and over can read and writeTotal population: 92.6%Male: 94.9%Female: 90.5% (2000 census)

Unemployment: Total: 4.3%country comparison to the world: 125Male: 3.7%Female: 5.1% (2009)

Languages

The Thai language is comprised of 44 consonants, 32 vowels and five tones in Thai pronunciation, along with a script that has Indian origins. The Thai language, belonging to the Tai family, is the main language in Thailand although there are several regional dialects as well. Other languages spoken in Thailand are Chinese, Lao, Malay and Mon-Khmer, while English use is becoming more prevalent in government and commerce. English is also being taught as a second language in secondary school and universities, which enables the English speaking visitor in Thailand to have little trouble conversing.

The Wai

The wai is the common form of greeting and adheres to strict rules of protocol. Raising both hands, palms joined with the fingers pointing upwards as if in prayer, lightly touching the body somewhere between the chest and the forehead, is the standard form. The wai is both a sign of respect as well as a greeting. Respect and courtesy are demonstrated by the height at which the hands are held and how low the head comes down to meet the thumbs of both hands. The wai may be madewhile sitting, walking, or standing. The person who is junior in age or status is the first one to offer the wai. The senior person returns the wai, generally with their hands raised to somewhere around their chest. If a junior person is standing and wants to wai a senior person who is seated, the junior person will stoop or bow their head while making the wai. If there is a great social distance between two people, the wai will not be returned.

Buddhism in Thailand

Thailand is a stronghold of Buddhism. Buddhists believe that selfishness and craving result in suffering and that compassion and love bring happiness and well-being. The true path to peace is to eliminate all desire, a condition which Buddhists define as 'nirvana', an indescribable state free of desire, suffering, or further rebirth, in which a person simply is, and is completely at one with his surroundings. Buddhism is practised in Thailand by over 90% of the population.

Hierarchical Society

Thais respect hierarchical relationships. Social relationships are defined as one person being superior to the other. Parents are superior to their children, teachers to their students, and bosses to their subordinates. When Thais meet a stranger, they will immediately try to place you within a hierarchy so they know how you should be treated. This is often done by asking what might be seen as very personal questions in other cultures. Status can be determined by clothing and general appearance, age, job, education, family name, and social connections.

Thai Family Values

The family is the cornerstone of Thai society. Family life is often more closely knit than in western cultures. The Thai family is a form of hierarchy with the parents at the top. Children are taught to honour their parents.

Business Etiquette and Protocol

Relationships & Communication

Thais prefer doing business with people they respect. Relationships develop slowly and do not flourish after one meeting; it may take several meetings. Always be respectful and courteous when dealing with others as this leads to the harmonious relationships necessary within business.

Business Meeting Etiquette

Appointments are necessary and should be made one month in advance. It is good idea to send a list of who will be attending the meeting and their credentials so that Thais know the relative status of the people attending the meeting and can plan properly.

Dress Etiquette

Business attire is conservative.Men should wear dark coloured conservative business suits.Women should wear conservative business suits or dresses. Women need not wear hosiery. Since Thai's judge you on your clothing and accessories, ensure that your shoes are always highly polished.

PESTLE ANALYSIS OF THAILAND

Thai Food

5. Tom Yam Gai (Spicy Chicken Soup)

4. Tom Kha Kai (Chicken in CoconutMilk Soup)

3. Kang Keaw Wan Gai (Green ChickenCurry)

2. Pad Thai (Fried Noodle)

1. Tom Yam Goong (Spicy Shrimp Soup)

Even though it is commonly known that Thai food utilizes many health herbs and spices, there have always been debates whether Thai food is really good for health since they tend to be somewhat spicey and oily. Sure some can be highly caloric but many dishes are recogized as being very nutritious and healthy. Garlic, for example, is widely used in Thai food and very good healthwise because it can prevent heart disease, high cholesterol, high blood pressure and cancer.

PESTLE ANALYSIS OF THAILAND

Festivals in THAILAND

National holiday

Birthday of King PHUMIPHON (BHUMIBOL), 5 December (1927)

New Years Day Jan 1st Phra BuddhaBahtFair

o 31st January to 1st February Pattaya Festival

Held during the second week of April in Pattaya on Thailand's Eastern Seaboard. It features processions, floral displays, and other special events plus a spectacular

fireworks display.