AGENDA

1. Situation Assessment2. Be a Thai3. Segment4. Target and Positioning 5. 4 P’s 6. Company Approach7. Thailand as a competitor

Situation Be a Thai STP 4P’s Company Competitor

SITUATION ASSESSMENT

Southern Terrorism

Pollution

Economy

Political Turmoil

Situation Be a Thai STP 4P’s Company Competitor

WHAT DOES IT MEAN TO BE A THAI

Wai “Sa-wad-dee”

Krub or Ka Respect & Seniority Thai King

Youtube

Situation Be a Thai STP 4P’s Company Competitor

SEGMENT

Situation Be a Thai STP 4P’s Company Competitor

63 Million

Bangkok

75% Thai94% Buddhist

SEGMENT

Phuket

ChiangmaiKhonkhaen

10,000 USD

3,000 USD

Situation Be a Thai STP 4P’s Company Competitor

63 Million

Bangkok

92%

75% Thai94% Buddhist

TARGET

19951991

Situation Be a Thai STP 4P’s Company Competitor

20052000

AGING POPULATION

2015 20202000 2006

Situation Be a Thai STP 4P’s Company Competitor

THAI TEEN

BRANDING

Situation Be a Thai STP 4P’s Company Competitor

PRODUCT

Booming industries Medical tourism

Physician Low cost Tourist attraction

Other industries Restaurant Automobile Tourism

Situation Be a Thai STP 4P’s Company Competitor

PRICE

American Vs. Thai Prices

Situation Be a Thai STP 4P’s Company Competitor

4 USD/price 1 USD/price $0.50/price

PLACE: DISTRIBUTION SYSTEM

Singapore is currently the Asia hub Mode

Water Maekhong connect Indo-China

Road Air

Suvarnabhumi new airport For quick delivery

Situation Be a Thai STP 4P’s Company Competitor

PLACE: EASTERN SEABOARD

SPECIFIC ADVERTISING LAWS

Alcohol beverage advertising Tobacco law

Situation Be a Thai STP 4P’s Company Competitor

COMPARATIVE ADS

No comparative ads Special case

Coke Vs Pepsi Direct attacks

Situation Be a Thai STP 4P’s Company Competitor

MEETING ETIQUETTE

Situation Be a Thai STP 4P’s Company Competitor

CORRUPTION

Economic Growth Bribery Bribe costs Corruption costs in recent years

Situation Be a Thai STP 4P’s Company Competitor

THAILAND AS A COMPETITOR

Different Trade Agreements Thailand is not part of the OECD Member of the ASEAN and have Bilateral

Agreements with the United States and Australia

Situation Be a Thai STP 4P’s Company Competitor

BIG BOYS

Chinese family One of the biggest company

Subsidiary 7 eleven & True

International recognition Global network Investment in china

Situation Be a Thai STP 4P’s Company Competitor

CONCLUSION

Situation Be a Thai STP 4P’s Company Competitor