Brand building strategy -- a case study of Thailand brand and its implication on Thai food industry | |
| Author | Orawan Amartayakul |
| Call Number | AIT RSPR no. SM-01-47 |
| Subject(s) | Food industry and trade--Thailand Product management--Thailand |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-01-47 |
| Abstract | With its long presence in the market, complimented by outstanding reputation, Thai food products are widely recognised throughout the world, and hence constitute to significant percentage of market share in several countties. However, globalisation and continuing trade liberalisation has brought about large numbers of new competitors in addition to existing ones. Furthermore, with the aim to regulate foreign trade and to protect domestic market, Thailand's main markets, including U.S., EU and Japan have imposed various trade barriers, particularly, barriers that are associated with product quality and standard. Consequently, competition in the market place has become very intense while Thailand's competitive edge is diminishing due to increase in production cost and uncertainty in raw material supplies. Confronting such circumstances, Thailand Brand was initiated to serve the purpose of promoting strong and favorable image of the country as well as Thai products. The Brand is believed to be a strategic key in enhancing competitiveness of Thai products. Nevertheless, the process of building a brand has never been easy, it requires long enduring effort as well as substantial investment in order for equity to be generated. This r~search aims at investigating the implementation of Thailand brand, particularly in food product export, as food product is Thailand's export star. Analysis of Thailand Brand was carried out in all aspects, including, competitors, consumers, and the brand itself for which, exporters comments obtained from interviews are incorporated. The result of analysis shows that there are problems residing in the brand's identity positioning and communication campaign. Positioning appears to be ambiguous in the context of what does it represent and what value the brand propose to consumers. To effectively build Thailand Brand's equity, the value perception in consumers mind must be created along with extensive supporting communication. Therefore, enhancement process for Thailand Brand is devised in this research base on the result of the analysis research. Focus is placed particularly on positioning the brand toward a quality mark which guarantees Thai products quality along with marketing activities that are built around this concept. Positioning the brand as a quality mark would add value for Thai product. More importantly, to ensure the effectiveness of Thailand Brand, consistency of the positioning and communication support must be maintained, while extensive top management support is critical in retaining consumers' confidence in the brand other wise all the effort in building the brand will be in vain. |
| Year | 2001 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-01-47 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Ramachadran, N.; |
| Examination Committee(s) | Tang, John C. S. ;Bechter, Clemens; |
| Scholarship Donor(s) | The German Academic Exchange Services (DAAD Partial scholarship) ; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2001 |