A market entry strategy for a Thai company in Bangladesh : a case study of Inter Continental Tuk Tuk Company, (ICT) Ltd., Bangkok, Thailand | |
| Author | Singh, Mukesh Kumar |
| Call Number | AIT RSPR no. SM-01-63 |
| Subject(s) | Tricycles--Marketing--Thailand--Bangkok Tricycles--Bangladesh |
| 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-01-63 |
| Abstract | This research project has been undertaken to devise market entry strategies for a Thai company in Bangladesh. This is a case study for a Thai company, Inter Continental Tuk Tuk Company (ICT) Ltd. for promoting their business in the field of Motorized Three Wheeler in Bangladesh. The automobile industry in Bangladesh is still disorganized especially in smaller vehicle segment. This makes the market very different for a Thai company, which is used to operate in a very organized automobile industry. A careful market entry strategy is required including a suitable partner selection. This report initially studies the business environment in the context of Bangladesh and Thailand. The macro economic data like present trade and investment scenario is presented in the report. Also the present scenario of Bangladesh Automobile Industry is discussed. The company profile is also understood and internal environment like strength and weaknesses were found out. Bangladesh market ICT is analyzed and external environment like opportunity and threat are carefully studied including the competitor's analysis. On the basis of market findings, the entry strategy is devised for the company. The reason for the most suitable entry mode is discussed and finally the complete business plan for going into three wheeler business in Bangladesh is written. It has been concluded that Bangladesh automobile market is growing steadily and the most suitable entry mode is a joint venture through a local company. A local joint venture partner is required to deal with the government and industries especially in the initial phase of company's formation. A local assembly plant is to be set up to reduce the cost of the vehicle and also to get government incentives for foreign direct investment. A formal agreement will have to be worked out with International Finance Corporation (IFC) or Asian Development Bank (ADB) to help the company in buy back of the existing polluting 2-stroke three wheeler from road and replace it by our 4-stroke engine (which is also CNG convertible). The business plan at the end discusses all the facts related to company formation, joint venture contract, management organization, marketing strategy, pricing strategy, international money transfer (L/C) and sales and service. |
| Year | 2001 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-01-63 |
| 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) | Paul, Himangshu; |
| Examination Committee(s) | Lee, S. K. ;Ramachandran, Neelakantan; |
| Scholarship Donor(s) | Korea Endowment Fund; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2001 |