Taking the direct approach

The pilot plan focuses on food and fash¬ion to avoid traditional marketing chan¬nels.

If successful, the Department of Export Promotion will design a programme to encourage local entrepreneurs to set up both factories and shops in the market.

Somjin Plengkhum, deputydirector general of the department, said yesterday those sales agents had close connections with importers and buying agents with spe¬cific customers in hand.

"Instead of direct exports by Thai com¬panies, those agents will help select the right products for the right customers and their expertise in marketing channels will build a positive image for Thai goods," she said.

The department has selected 10 to 15 sales agents, who frequently travel here to make purchases, to invite them to visit the plants manufacturing the targeted goods.

The strategy will allow Thai products to be launched in the US market instead of displayed at trade exhibitions. New prod¬ucts have great difficulty accessing the mar¬ket there now.

The department also plans to take the strategy to other potential export markets, depending on the outcome from the US market.

It will also help exporters distributed their merchandise through the opening of Thailand's outlets or Thai shops.