ADAPTATION STRATEGIES FOR INTO-PLANE REFUELLING PROVIDERS IN THAILAND AMID GLOBAL TRANSFORMATIONS

Abstract

This study aims to explore the environment, circumstances, changes, and adaptation trends of Into-plane Refuelling Providers in Thailand under the Volatility, Uncertainty, Complexity, and Ambiguity (VUCA) era. The research employed a qualitative approach through unstructured focus group discussions, gathering the insights from 25 executives across 8 companies within the Bangkok Aviation Fuel Services Public Company Limited (BAFS Group). Data were analyzed by using STEEP Analysis framework, encompassing five dimensions of global context including Social, Technological, Economic, Environmental, and Political. The method adopted was contextual content analysis. The result reveals that pressure from Net Zero targets and the energy security are the most impactful and urgent factors. In the technological dimension, there is a shift towards the new energy systems, including artificial intelligence, energy storage systems, and small modular nuclear innovations. Politically, into-plane refuelling providers in Thailand are affected by geopolitical tensions, global energy competition, and the growing influence of China’s Belt and Road Initiative. Economically, there is a decline in fossil fuel demand, shifting consumer behaviors, and a growing need to comply with green monetary policies. On the social front, key factors include an aging population, increasing cultural diversity, and higher consumer expectations regarding quality of life and workplace sustainability. These insights reflect that organizations are undertaking comprehensive strategic transformations to enhance competitiveness and readiness in navigating global changes in a sustainable and effective manner. The study underscores that failure to accelerate strategic adaptation may lead to a loss of competitiveness and inability to respond effectively to future global dynamics. Moreover, proactive adaptation not only mitigates long-term risk exposure but also enhances the sector’s value proposition. The findings serve as a strategic foresight guide for industry leaders and policymakers to realign priorities, foster innovation, strengthen human capital, and drive resilience in the evolving landscape of aviation fuel services in Thailand.