International trade is defined as economic transactions between countries worldwide. Promoting the export of craft products, which are valued products, is critical for international business as the sales growth increases worldwide. Moreover, the export of craft products has increased international trade and maximized economic value in the highly competitive global market. Therefore, businesses need to be promoted to increase their competitiveness. This study explores the impact of export promotion programs on export competitiveness and the performance of craft products. A self-administered questionnaire was used to correct the data. There were 400 respondents completing the questionnaires, who were working in craft product export companies using marine transport. The data analysis is conducted by using Structure Equation Modelling (SEM). The findings show that the export promotion program has a significant positive relationship with export competitiveness. A positive relationship between export competitiveness and export performance is also found. The results indicate that export competitiveness fully mediates the relationship between export promotion programs and export performance. The findings from this study contribute to craft product export businesses and provide a practical exporting approach. Marine transport is one of the critical international entry modes many companies use to expand businesses. It should be noted that shipping cost savings are related to export efficiency.

Export competitiveness is an important factor for national development and economic growth. The craft product market is one of the commodities with high growing value. Thus, many craft product companies are encouraged to export their products to foreign markets. This study aims to examine the strategies and competitiveness of exporting craft products. The sample of 400 respondents who completed the questionnaires represents people working in craft product export companies using marine transport in Thailand. The data analysis was conducted using structural equation modelling (SEM). The findings show that the niche differentiation strategy of craft products positively relates to export promotion competitiveness. Moreover, a niche differentiation strategy positively affects export performance. The results indicate that export promotion competitiveness partially mediates the relationship between niche differentiation strategy and export performance. This study contributes to the craft product export business using marine transport and helps the companies to improve their competitiveness and export performance.