A strategy mix to increase market share in a price-driven market : the case of True Move | |
| Author | Naruemon Simakajornboon |
| Subject(s) | True Move--Marketing Market share |
| Note | A project submitted in partial fulfillment of the requirement for the degree of Master of Business Administration (Executive) International Business and Management of Technology, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | TrueMove is the third mobile telecommunication service provider in Thailand and is a subsidiary of True Corporation Plc, Thailand's only fully integrated communications solutions provider, convergence solutions leader, and premier lifestyle enabler, offers innovative and high quality wireless communications services on its nationwide 1800MHz network to 12.488 million subscribers throughout Thailand. Subscribers TrueMove has grown rapidly since it launched full commercial operations in March 2002 and had been successful in acquiring about one-third of the market’s net additional subscribers each year. Since 2004, the company has acquired 3.3 million subscribers and able to reach with huge accumulative subscriber of 12.1 million as of December 31, 2007. Key part of success is convergence strategy that is a good tool to bridge True and TrueMove as innovative, hi-tech and modern as well as to create and differentiate from competitors, helping lift market share and lower customer churn rate. However, the recent marketing data of TrueMove company has shown a continuously decline in its productivity during the third quarter of 2007 and the first quarter of 2008. There are several potential issues related to the cause of declining in company’s performance e.g. price competition of mobile business in Thailand, market and brand repositioning of competitor providers, weakness of TrueMove on basic service and lacks of clear evidence on efficiency of current convergence strategy. To survive, TrueMove should correct major weakness in network availability and customer service. Strong relationship with mass consumer and dealers are a key part of business success. In addition, the opportunity of TrueMove in revolutionized communication era is new 3G technology to reinforce and to link the multiple benefit of True convergence strategy to best serve customer needs. With these strategies, True Move can overcome the fierce competition era of telecommunication business in Thailand. Moreover, the company might shift brand position from a follower to be the mobile leader with 3G if the company could be assessed to be the first provider to implement innovative strategy with best customers service. |
| Year | 2008 |
| 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) | Igel, Barbara; |
| Examination Committee(s) | Dimmitt, Nicholas J.;Donyaprueth Krairit; |