Formulation of a marketing strategy for industrial products : a case study on BHP Steel Building Products (Thailand) Limited | |
| Author | Hafeez, Imran |
| Call Number | AIT RSPR no.SM-97-94 |
| Subject(s) | Strategic planning--Thailand Steel industry and trade--Thailand Marketing--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 |
| Series Statement | Research studies project report ; no. SM-97-94 |
| Abstract | To be competitive in the international market and not to leg behind in the changing market situation, multi national as well as local corporations have to reshape their market strategies. Expansion of market can provide firm a competitive edge and profitability for survival in the international competition. This research study is carried out on BHP Steel Building Products (Thailand) Limited. It includes the comprehensive marketing strategy for new segments and entry strategy in Pakistan. This research is conducted mainly in Bangkok city and in big cities of Pakistan. The objective of this study is to investigate the internal and external factors of steel building industry to identify an appropriate marketing strategy and entry strategy for Pakistan. To develop marketing strategy, the marketers have to analyse market as well as internal environment. Moreover macro environment and limitations are constraints while the companies determine to develop their strategies to. The study shows that BHP in Thailand need to improve its strategy in distribution channel and promotion in terms of sales promotion and development of new segments, for enhancement the market share in domestic market. Based on the analysis, some suggestions have been made to BHP Steel building Products (Thailand) limited, so that they can grow faster and cope with future challenges. |
| Year | 1997 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-97-94 |
| 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) | Buchel, Bettina |
| Examination Committee(s) | Bechter, Clemens; |
| Degree | Research studies project report (M.BA.) - Asian Institute of Technology, 1997 |