The luxury sports car market in Thailand : a case study of Porsche AG | |
| Author | Wilasinee Bangkurdpol |
| Call Number | AIT RSPR no.SM-98-73 |
| Subject(s) | Porsche automobile Automobile industry and trade--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 |
| Abstract | The automotive industry in Thailand has immensely grown up in the past two years. Due to Thailand booming auto market and its potential, Thailand is due to become a regional automotive production center. At current situation, Asian economies, in particular those in Asean and South Korea got involved in the financial crisis gripping Thailand. The automotive industry is also affected by the economic slowdown due to the fact that 56 finance companies were shut down. As we know, in Thailand, cars are already expensive, especially the imported cars. Nowadays the import tax, value addedtax, and excise tax have increased. Those imp01ted cars are then devaluated because of exchange rate fluctuations. Therefore, the Porsche luxury sport cars also had to cope with the baht depreciation. The problem of this research is due to the devaluation and economic crisis car sales are down; especially luxury sports cars. How can Porsche hold its market share, how should Porsche position itself, who are the potential customers for Porsche, and what is the image of Porsche with regard to the major competitors. The trend automotive industry been changed since the economic cns1s. Customers are more aware of the level of prices. From this research study, though Porsche updated to meet the current performance - comfort, convenience, environmental and safety requirements - of the market. However, sport cars are not so much successful in the Thai market. The market and product are the main factor. Thai customers are more familiar with family cars. They prefer to go out with family or friends. The capacity of a car should be big enough to contain a lot of belongings such as golf bag, pick-nick box, and big luggage. Another reason is that Thai people would prefer to have large passenger cars with chauffeur. Then, we should now try to define some recommendations for Porsche, so that they can increase their current market share in Thailand, those recommendations dealing mainly with the promotion issues such as test drive abroad (joint promotion with other company), Product Placement (Tiger Wood is driving a Porsche), or Porsche at airport (e.g. London) for Thai VIPs. |
| Year | 1998 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Bechter, Clemens ; |
| Examination Committee(s) | Swierczek, Fredric William ;Buchel, Bettina; |
| Degree | Research Studies Project Report (M. Sc.) - Asian Institute of Technology, 1998 |