Business opportunities and entry barriers analysis of the automobile industry from PU-adhesive suppliers' perspectives | |
| Author | Wanna Pitoonpong |
| Call Number | AIT RSPR no. SM-96-77 |
| Subject(s) | Automobile industry and trade Adhesives |
| Note | A research study submitted in patiial 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-96-77 |
| Abstract | This research study assesses the business opportunities of the auto industry in Thailand and the entry barriers that KCT, the new PU adhesive supplier, may face when marketing to the industry. The research presents and analyzes the status and prospects of the PU adhesive industry; present and analyze the barriers to market to the auto industry by underlying the manufacturing and marketing capabilities. According to the findings from the study, both KCT and its competitors have the same level of low technology in manufacturing. All KCT needs for producing for the new market is only some testing equipment. KCT's marketing activities put KCT at the advantage when competing with cunent suppliers in the auto industry. However, regarding the auto manufacturers' buying behaviors which include their buying decision process and buying motives along with the potential new trends in auto technology development, the lack of innovative capabilities at KCT is the major weakness for its competitiveness in supplying to the auto industry. The recommendations on the manufacturing including R&D and on other marketing strategies are also addressed in this study. Consequently, this research study may be beneficial to the suppliers, both adhesive suppliers and other raw materials suppliers in anticipating the needs and requirements of the buyers in the automobile industry. |
| Year | 1996 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-96-77 |
| 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) | Ramanathan, K.;Igel, Barbara |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1996 |