Branding strategy for market leadership in mobile telecommunication service : a case study of Advanced Information Service Public Company Limited (AIS), Thailand | |
| Author | Suthasi Sukpornsinchai |
| Call Number | AIT RSPR no.SM-02-02 |
| Subject(s) | Product management--Thailand Advanced Information Service Public Company Limited--Name Telecommunication--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-02-02 |
| Abstract | The Thai government has initiated the process of privatization and deregulation of the mobile telecommunication service industry. It is planned that the whole process will be finished within 2006, and at that time, the competition in· the market will become much fiercer. Therefore, only the companies with the financial backup,· competitive advantage and strong brands can withstand such a situation. Advanced Information Service Public Company Limited (AIS), the market leader with 52-percent market share and largest subscriber base, needs to continuously develop branding strategies, so that the firm can stay number one in the market. One of the ambitious goals of AIS is to build the stronger brands differentiated from those of the challenger and newcomer, DTAC and Orange. A brand is something the company wants it to positively stand in customer mind. A stronger brand can deliver an amount of value to customer and the firm itself, such as greater loyalty, use satisfaction enhancement, and communication efficiency and effectiveness improvement. |
| Year | 2002 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-02-02 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Jolu, Lalit M. |
| Examination Committee(s) | Speece, Mark W.; Sununta Siengthai; Jallat, Frederic;Titima Opaswongkarn |
| Scholarship Donor(s) | Royal Thai Government; Asian Institute of Teclmology - Partial Scholarship |
| Degree | Research report (M.Sc.) - Asian Institute of Technology, 2002 |