Direct competitor
In Bangkok have many competitor that sell Thai dessert but Thai Custard have less competitor. The taste product of competitor that production in Bangkok is similar. The appearance of product, especially Thai Custard, the competitor will be produce in the same format is contained in a small tray. The selling price was in the same level. The decision of customer are location and convenience. So, the direct competitor is a Thai dessert store in Bangkok and around Bangkok.
Indirect competitor
The indirect competitor is competitor produce other types of dessert such as bakery, and etc. Bakery is popular in Bangkok because bakery easy to eat and the taste of bakery does not too sweet. It cause most of customer can easily eat.