| Author | Patil, Milind S. |
| Call Number | AIT RSPR no. SM-96-83 |
| Subject(s) | Biomas energy --Thailand
|
| Note | A research submitted in partial fulfillment of the requirement for the degree of Master of Business Administration. |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-96-83 |
| Abstract | A case study was undertaken to devise market entry strategy for a Danish company to enter the biomass fired boilers and cogeneration industry in ASEAN. The company selected for study was chosen from Europe as the companies in these developed economies have proven biomass fired boiler technologies. Technologically advanced companies, such as one under consideration, are ready to expand their market scope to ASEAN region and transfer the technology primarily due to two reasons - saturated markets in European countries and growing demand for energy and power generation equipment in ASEAN. The study was conducted to examine the external and internal factors affecting the boiler industry in Thailand, and to determine whether the industry was attractive for foreign companies to enter Thailand biomass energy market. The company situation analysis was carried out to determine the strengths, weaknesses, opportunities and threats for . the Danish company. Moreover, a strategic audit of the company was carried out further to understand the current situation and strafegic posture of the company. After analyzing the industry and the Danish company thoroughly, various options for entering the market were analyzed and the choice of most suitable entry strategy was made considering important criteria that affect decision making process. It was concluded that the strategic alliance was the most suitable strategy for the company considering the fact that it had limited resources in terms of finance and manpower to serve the ASEAN energy sector. By way of strategic alliance, the company would have low entry barriers to this region and moreover the company would drastically reduce transaction costs needed to seek newer markets. The process of crafting a strategy for strategic alliance was developed and the implementation plan was suggested to the company, as an outcome of this research. |
| Year | 1996 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-96-83 |
| 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) | Johri, Lalit M |
| Examination Committee(s) | Gupta, Jyoti;K. Ramanathan |
| Scholarship Donor(s) | European Commission. |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1996 |