Developing competitive marketing strategies for enhancing market share in frozen food : the case of ready-prepared meal product in Thailand | |
| Author | Farida Tangkabodee |
| Call Number | AIT RSPR no. SM-96-13 |
| Subject(s) | Market share--Thailand Frozen foods industry--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 |
| Abstract | The concept of an important of factors has been analyzed by many researchers as one of the most fundamental process of marketing underlying consumer behavior. To develop marketing strategy, the marketers have to recognize why and how people make their consumption decisions. Moreover the market environment and limitations are constraints while the companies determine to develop their strategies too. The objective of this study is to investigate the consumer behavior and market of the frozen ready-prepared meals for modify marketing strategies of the existing company to enhance market share in Thailand. The results of the study clearly show that the J. M. Food Industry Co., Ltd. need to improve its strategy in distribution channel and promotion both in terms of advertising and sales promotion and development of new forms of frozen foods, as well as more information on relative costs and nutritive values of frozen foods, for enhancement the market share in domestic market. |
| Year | 1996 |
| 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) | Speece, Mark;Sturm, A. |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1996 |