Generate some potential strategies (SO, ST, WO, WT) from the TOWS (Threats-Opportunities-Weaknesses-Strengths) Matrix for Osotspa based on the SWOT below. S1 Market Leader

Osotspa is the first company in Thailand to produce and distribute energy drink products. It started with the Lipovitan-D energy drink and later launched an energy drink under the M-150 brand. Because the company has quite a lot of experience, it has led to the continuous development of new products to compete in the industry, and M-150 is still Osotspa's most successful energy drink brand. As a result, the M-150 energy drink is the number one brand in the market, and also Osotspa is undoubtedly the company with the largest market share in the Thai energy drink market.

S3 Effective Marketing Strategy

Osotspa Company has very effective and strong marketing. There are two obvious marketing strategies Idol marketing and Sports marketing which have been done for a long time in M-150. These strategies made energy drinks popular, increased brand awareness, and became widely known. Idol marketing is communicating the identity of the brand through a presenter that matches the brand's character. This allows consumers to remember the brand's image more. In addition, sports marketing is a sports sponsorship by being a sponsor for sporting events such as football, Muay Thai, etc., which are considered popular sports for Thai people. Those two marketing strategies are to place a position by adding value mentally and thus increasing the value of the M-150 position in customers.

S5 Product Variety

Osotspa has a variety of products to provide another choice for consumers in all groups because Osotspa has not only M-150 but also many other brands on the market, including White Shark, Lipovitan-D, Som In Sum, M-Storm, Shark Cool Bite that clearly focuses on each customer group such as groups that support sports, working age groups, groups of women who love health, and groups of new generation. This makes the products in the Osotspa group cover every segment and meet the needs of various customer groups.

W3 Low market share in the global market

The growth of the world energy drink market continues to increase, and many companies in the Thai energy drink industry are continuously competing to enter the international market. Osotspa pushed for energy drink product exports to many countries such as Asia, Africa, Eastern Europe, North America, and South America. However, it is still less than their competitors. It obviously shows that there is insufficient promotion of exports in the international market for Osotspa. Therefore, Osotspa is still unable to expand its customer base and capture a larger share of global consumers in the international market.

W4 The inability to raise selling prices

Osotspa's target customers are mostly low-income and price-sensitive customers. This made when Osotspa faced the problem of rising costs, it was not possible to change the price much. Because there is a high risk of losing some customers in this group.

O1 Healthy trend

From the current trend, consumers are more aware of maintaining a healthy lifestyle but the product must be delicious and taste good. This causes the business to be interested and adapt to meet the needs of consumers that have changed.

O2 Import and export policy

The fact that Thailand has entered into free trade agreements with countries such as China, Australia, or within the ASEAN region has indeed created opportunities for expanding the export of energy drinks to various countries. This facilitates easier access to foreign markets and the ASEAN region, offering the potential for increasing the volume of energy drink exports. This is a promising avenue for boosting the export of beverage products from Thailand.

O5 Acessed ability to the Internet

Using technology to help develop it can increase access to groups of customers more easily because everyone can access the Internet. In addition, the technology also reduces costs in many factors such as transportation and media.

T3 The effects of inflation

Most countries are just recovering from COVID-19, resulting in increased demand for both energy and goods in early 2022. The continued impact of the Russia-Ukraine war has caused global inflation to soar immediately higher, including Thailand itself. Thailand's currency rate is the highest in 24 years, with consumer products also affected. Due to rising raw material and transportation prices, the cost of goods to produce all products has increased accordingly.

T4 Power of purchasing

Low-income groups are affected by economic problems, such as the cost of living and high household debt (Tharathornon Srithongterm, 2023). Therefore, the factor of inflation that Thailand is facing is making the actual purchasing power of low-income earners decrease. Due to the value of the currency in Thailand decreasing and the price of products also still high.