A market study and propose maketing plan for a wellness resort project in Hua Hin, Thailand | |
| Author | Nopnart Showchaiya |
| Subject(s) | Resorts--Thailand--Hua Hin Marketing--Planning--Thailand--Hua Hin |
| Note | A company project submitted in partial fulfillment of the requirements for the Degree of Master of Business Administration (EMBA) in International Business and Management of Technology |
| Publisher | Asian Institute of Technology |
| Abstract | European developers are seeking an opportunity to develop a wellness resort project in Thailand. The preferred location is in Hua Hin and its vicinity. This market study and proposed marketing plan need to be prepared as a guideline for performing feasibility study. The objective of this study is to evaluate the market as well as finding opportunities and threats that may affect the project. The study is extended to find optimal investment strategy and problem solving as well as scenarios of the investment. The proposed marketing plan is a basis to attract potential customers and expand customer base, both domestic and abroad. A wellness resort is a combination of resort-like facilities with superb health and wellness service. This development concept is relatively new for real estate in Thailand due to the combination of holiday resort and a set of services specializing in health, well-being, leisure and comfort. There are only few foreign developers and their Thai partners started similar projects in Koh Samui and Phuket. Currently, no similar project operates in Hua Hin area. The investors use their previous project, Waterlands Amsterdam, in the Netherlands, as a prototype for the project in Thailand in term of facilities and services provide. |
| Year | 2007 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (Executive) in International Business - Management of Technology (VN/BKK)) |
| Chairperson(s) | Johri, Lalit M.; |
| Examination Committee(s) | Beise-Zee, Rain;Amoussou-Guenou, Roland;Bechter, Clemens; |