| Author | Jurgensen, Kim Muurholm |
| Call Number | AIT RSPR no.SM-02-07 |
| Subject(s) | Air conditioning--Marketing--Thailand
|
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, International Business, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ;no. SM-02-07 |
| Abstract | FUilTSU, the Japanese electrical appliance and information technology firm, has entered
Thailand's competitive home air conditioner market with the aim to capture a fair market
share of the Thai private consumer market within the next 4 - 5 years. In order to do this
FUilTSU has appointed Jebsen & Jessen Marketing (T) Ltd. as distributor. The situation is
that neither firms has sufficient experience with the sales and distribution of air conditioners
in the Thai market and are in need of information.
This research is on Thailand and its private consumer market with focus on air conditioners
and the competitive structure within it. The study is undertaken mainly from a marketing
perspective and will assess the market and develop recommendation for a strategy, which
may be of benefit for FUJITSU as a new entrant in the market. Except from the objective of
developing a concrete strategy for mentioned companies the research also aims at providing a
comprehensive understanding of the market in general. |
| Year | 2002 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-02-07 |
| 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) | Speece, Mark Willam |
| Examination Committee(s) | Swierczek, Frederic W.;
Johri, Lalit M. |
| Scholarship Donor(s) | European Commission |
| Degree | Research report (M.Sc.) - Asian Institute of Technology, 2002 |