Applying the SCP Model to Develop the Pangasius Market in the Mekong Delta – A Case Study of Tien Giang Province

Abstract

This study aims to examine the impact of factors in the market SCP model on the competitiveness and development of the local Pangasius market. Using PLS-SEM analysis techniques, the testing results reveal positive relationships between the three factors: i) business strategy (C1); ii) product quality assurance (C2); and iii) use of quality input materials (C3) that significantly affect the variation in product efficiency (PE1) with R² = 56.9%; and price efficiency (PE2) with R² = 42.3%. The findings imply that businesses in Tien Giang initially have effective business strategies, maintain guaranteed product quality, and make reasonable use of input materials. The study also shows that the international competition factor (S1) has the strongest influence on market behavior, followed by the cooperation factor (S4). Therefore, businesses need to focus on studying international trade regulations and strengthening cooperative relationships to have more suitable market development strategies.