| Author | Khin, Aye Aye Mon |
| Call Number | AIT RSPR no. SM-94-20 |
| Subject(s) | Marketing--Myanmar
|
| Note | A research study submitted for the partial fulfillment of the requirements for the degree of
Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | To be competitive in the international market and not to leg behind in the
changing market situation, international corporations seek for a new market place.
Expansion of market empires can provide firm a competitive edge and profitability for
survival in the international competition. When entering a new country market it is
necessary to identify its market opportunities. market potential and sale potential so that
necessary market entry planning and strategies can be formulated. It is critical for
competing with international competitors in that country in order to gain market share.
Favorable opportunities are lying in the Myanmar market with its newly
implemented economic policy attracting foreign investment in need of capital investment
in manufacturing and other sectors for economic development. However, the rate of FDI
is not satisfactory and instead foreign trading sector is growing in Myanmar. Many
companies are from NI Cs. and their way of competing in this new market is interesting.
The delay of FDI from foreign companies arouse the curiosity to study the market
opportunities and existing firms' marketing effort in Myanmar. It was important to
understand whether or not these efforts offer profitable enough for foreign firms and how
foreign firms can gain competitiveness in a new market situation. Thus, this specific study
concentrates on the consumer electronic market where electronic products are only at the
initial stage of the product life cycle.
To fulfill this, an analytical framework was proposed by analysis of external
environment comprised of macro and micro environmental analysis, and of internal
analysis. This was implemented in developing questionnaire for interviewing with the
existing marketing firms of Toshiba, Sony, National, Sanyo, Hitachi, Goldstar, Daewoo,
Como, Superone electronic goods in Myanmar. Secondary data was also gathered from
different sources.
The study showed that there are factors that weaken the opportunities to attract the
FDI, such as insufficient power supply, regulations instability, foreign exchange rate
difference, etc. Meanwhile the market is still attractive to mostly medium and small scale
firms from NICs. There are even investment in the electronic manufacturing industry by
Daewoo international firm from South Korea. Competitive edge is gained by their
effective marketing entry strategy and planning with marketing performance of strong
local partners. The market potential with growing sale rate is estimated.
Since this study is made not only for the international electronic firms but also for
other foreign firms entering the Myanmar market to help them understand all the possible
beneficial ways of marketing in Myanmar. |
| Year | 1994 |
| 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) | Hertzberg, Ellen; |
| Examination Committee(s) | Paul, Himangshu;Rieser, Ignaz |
| Scholarship Donor(s) | Japan; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1994 |