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Thailand Business Environment research
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AGENDA
1. Situation Assessment2. Be a Thai3. Segment4. Target and Positioning 5. 4 P’s 6. Company Approach7. Thailand as a competitor
Situation Be a Thai STP 4P’s Company Competitor
SITUATION ASSESSMENT
Southern Terrorism
Pollution
Economy
Political Turmoil
Situation Be a Thai STP 4P’s Company Competitor
WHAT DOES IT MEAN TO BE A THAI
Wai “Sa-wad-dee”
Krub or Ka Respect & Seniority Thai King
Youtube
Situation Be a Thai STP 4P’s Company Competitor
SEGMENT
Situation Be a Thai STP 4P’s Company Competitor
63 Million
Bangkok
75% Thai94% Buddhist
SEGMENT
Phuket
ChiangmaiKhonkhaen
10,000 USD
3,000 USD
Situation Be a Thai STP 4P’s Company Competitor
63 Million
Bangkok
92%
75% Thai94% Buddhist
TARGET
19951991
Situation Be a Thai STP 4P’s Company Competitor
20052000
AGING POPULATION
2015 20202000 2006
Situation Be a Thai STP 4P’s Company Competitor
THAI TEEN
BRANDING
Situation Be a Thai STP 4P’s Company Competitor
PRODUCT
Booming industries Medical tourism
Physician Low cost Tourist attraction
Other industries Restaurant Automobile Tourism
Situation Be a Thai STP 4P’s Company Competitor
PRICE
American Vs. Thai Prices
Situation Be a Thai STP 4P’s Company Competitor
4 USD/price 1 USD/price $0.50/price
PLACE: DISTRIBUTION SYSTEM
Singapore is currently the Asia hub Mode
Water Maekhong connect Indo-China
Road Air
Suvarnabhumi new airport For quick delivery
Situation Be a Thai STP 4P’s Company Competitor
PLACE: EASTERN SEABOARD
SPECIFIC ADVERTISING LAWS
Alcohol beverage advertising Tobacco law
Situation Be a Thai STP 4P’s Company Competitor
COMPARATIVE ADS
No comparative ads Special case
Coke Vs Pepsi Direct attacks
Situation Be a Thai STP 4P’s Company Competitor
MEETING ETIQUETTE
Situation Be a Thai STP 4P’s Company Competitor
CORRUPTION
Economic Growth Bribery Bribe costs Corruption costs in recent years
Situation Be a Thai STP 4P’s Company Competitor
THAILAND AS A COMPETITOR
Different Trade Agreements Thailand is not part of the OECD Member of the ASEAN and have Bilateral
Agreements with the United States and Australia
Situation Be a Thai STP 4P’s Company Competitor
BIG BOYS
Chinese family One of the biggest company
Subsidiary 7 eleven & True
International recognition Global network Investment in china
Situation Be a Thai STP 4P’s Company Competitor
CONCLUSION
Situation Be a Thai STP 4P’s Company Competitor