Growth strategies for matured product : case of ASEAN Journal | |
| Author | Hou, Yu Lin |
| Call Number | AIT RSPR no.SM-04-14 |
| Subject(s) | Marketing Strategic planning |
| 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-04-14 |
| Abstract | This research study attempts to find out the growth possibilities that existed for a matured product in a given market. The study is about free tourist magazines trend in Bangkok. In-depth qualitative interviews were conducted to truly understand the emotional attachment of various groups that are involved in the tourism industry. The topics of concentration were selected based on the need of ASEAN Journal and on the relationship between the environment, distribution channel, and the overall product's analysis. The results reveal that though the market is considered matured there is still growth within the industry. Moreover, government and private sector both acknowledge the usefulness of such product. Though most of the analyses are favorable to the product that ASEAN Journal provides, there are still some obstacles that AJ must overcome in order to succeed in the market. Based on the findings of the research study, some recommendations are proposed to the magazine according to the magazine's SWOT profile. |
| Year | 2004 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-04-14 |
| 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 |
| Examination Committee(s) | Dimmitt, Nicolas J., Singha Chiamsiri |
| Scholarship Donor(s) | - |
| Degree | Research report (M.Sc.) - Asian Institute of Technology, 2004 |