Key success factors of marketing luxury products in South-East Asia : a case study on Parfums Christian Dior in Thailand | |
| Author | Shahzad, Malik Khurram |
| Call Number | AIT RSPR no.SM-97-62 |
| Subject(s) | Perfumes--Marketing Marketing research--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 |
| Series Statement | Research studies project report ; no. SM-97-62 |
| Abstract | The South East Asia has seen great economic growth in the past decade. This has transformed the lifestyle of the people of this region to a great extent. The consumers with more disposable income became more aware of their lifestyle so the demand for luxury brand product increased tremendously in the last decade or so. South East Asia is one of the biggest destination for all the luxury brand products in the world, and the market is still growing. This makes it one of the most attractive markets for luxury brand products which is the documented with the fact that all major luxury brand products are available in this market. Parfums Christian Dior is one of the biggest luxury beauty product brands in the world . The company has established itself quite well in Asia with presence in all major Asian markets. The study dealt with the luxury beauty product market in Thailand and evaluated the performance of Parfums Christian Dior in the Thai market. The luxury brand beauty product company was evaluated on the basis of its performance in the Thai market and recommendations were made to the company after doing market and consumer survey. The recommendations were based on the key factors, identified through the market and consumer survey and the way the company was utilizing these factors for its competitive advantage. |
| Year | 1997 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-97-62 |
| 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;Quang, Truong; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1997 |