| Author | Barua, Priyanka |
| Call Number | AIT RSPR no.SM-07-33 |
| Subject(s) | Brand name products--Thailand
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| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration in International Business |
| Publisher | Asian Institute of Technology |
| Abstract | This study looks at the much talked about debate in corporate circuits today, namely the "Globalization versus Localization of brands" debate with a special focus on Procter & Gamble's strategy in Thailand. Procter & Gamble, being one of the largest FMCG companies in the world and also the concept on brands and branding was formalized here for the first time, thus the company was chosen for the study. There has been a lot of discussion on this issue; however neither complete globalization nor complete localization is the key to developing a good strategy, they being the two extreme ends of the spectrum, most companies are now trying to move towards more like a mixed strategy. The strategy of Procter & Gamble has been analyzed in great depth in the light of this. Furthermore, the world as many authors put it is getting more and more homogenized, people want similar things everywhere and hence a lot of analysts say a global strategy is the key solution to all problems facing companies these days. However, this is not true as local responsiveness is an essential ingredient for success. Consumer needs are a top priority when designing a strategy. The strategy of Procter & Gamble is then discussed in great depth by way of a comparative SWOC Analysis, the AAA Triangle Framework, the International Management Strategy matrix etc. |
| Year | 2007 |
| 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) | Tang, John C. S. |
| Examination Committee(s) | Dimmitt, Nicholas J.;Swierczek, Fredric W.; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2007 |