Competitive marketing strategies of the mobile phone industry in Thailand :a case study of TA Orange | |
| Author | Helen D'Souza |
| Call Number | AIT RSPR no. SM-03-20 |
| Subject(s) | Mobile communication systems--Marketing--Thailand Cellular telephones--Marketing--Thailand |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration. |
| Publisher | Asian Institute of Technology |
| Abstract | Mobile phone service is one of the most attractive businesses these days which many investors are likely to invest and expand their business, involving in mobile phone service providers or handset distributors. With a population of more than sixty three million people, Thailand has a great potential for both local and foreign investors in the mobile phone industry. There are three main players in the Thai market, Advanced Information Service Public Company Limited (AIS), Total Access Communication Public Company Limited (DT AC) and TA Orange. The research examines TA Orange's approaches and strategies towards the Thai market and how it is competing with its competitors. Currently, the customers are not satisfied with TA Orange's network services in terms of coverage area and signal. Since there's a big gap between the services that Orange provides and what the customers really need. The purpose of this study is to find out the aspects that would help TA Orange to improve its service standards based on the needs and wants of the customers. The marketing mix tools are also applied to figure out what needs to be improved in TA Orange's marketing strategy. However, if Orange wants to gain a competitive advantage in the Thai market, it needs to satisfy the customer expectations, improve the gap of service quality, introduce innovation on its services and control the speed of growth. In order to do this right, Orange has to be very clear about its external and internal environments and know the preferences and expectations of the customers. Hence, recommendations are provided th.rough the learning's from the survey results of SPSS. |
| Year | 2003 |
| 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) | Dimmitt, Nicholas J.; |
| Examination Committee(s) | Singha Chiamsiri;Swierczek, Fredric W.; |
| Scholarship Donor(s) | Katholischer Akademischer Auslander-Dienst (KAAD); |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2003 |