OTOP Goes Global - Analysis

8/16/2019 OTOP Goes Global - Analysis

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Assumption UniversitySemester 2/2014

MKT3620 – Global Mar etin!

Se"tion 40#

Final Project: OTOP goes Global Report12 t$ May 201%

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TA&'( )* +),T(,TS-

1- Table o. +ontents 22- ( e"utive Summary -- -3

3- ntro u"tion - 4

4- Tar!et +ountry Analysis % 1%

4-1 Geo!rap$i" (nvironment

4-2 ("onomi" (nvironment

4-3 So"ial an +ultural (nvironment

4-4 oliti"al an 'e!al (nvironment

%- S5)T Analysis -- - 16

6- +ompetitive Analysis - - 1 17

- Mar et (ntry Strate!ies -- 1#

7- Mar etin! lan - -20 2

7-1 Mar etin! ob8e"tives

7-2 ST

7-3 Mar etin! Strate!ies

7-3-1 ro u"t strate!y7-3-2 ri"in! strate!y

7-3-3 9istribution strate!y

7-3-4 +ommuni"ation strate!y

#- :e.eren"es -- - - 27

_

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Executive Summary

T$is report provi es a "ountry analysis; as - n t$is pro8e"t;


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3. ntro!uction

Global mar etin! is a sub8e"t t$at $elps us no< $o< to use t$e tools o. mar etin! on

a lar!er s"ale o. t$e


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". Target #ountry $nalysis

4-1 Geo!rap$i" (nvironment

o 'o"ation

*ran"e is lo"ate in 5estern (urope; t$e se"on lar!est "ountry in t$ere!ion- *ran"e is roun e on t$e nort$ by t$e ,ort$ Sea an &el!ium; on t$e

east by S


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o AnalysisB 9is"uss $o< !eo!rap$i" environment "oul $ave impa"t on

your business operations @e-!- in terms o. transportation; lo!isti"s;

sour"in!; istribution et"- -

A""or in! to !eo!rap$i" above;


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Ma8or e port an import

pro u"ts

( ports "ommo ities

ma"$inery an transportation eCuipment;

air"ra.t; plasti"s; "$emi"als; p$arma"euti"alpro u"ts; iron an steel; bevera!es

mports "ommo ities

ma"$inery an eCuipment; ve$i"les; "ru e oil;

air"ra.t; plasti"s; "$emi"als

Ma8or e port an import

tra ition partners

( ports partners

Germany 16- H; &el!ium -%H; taly -%H;Spain 6-#H; UK 6-#H; US %-6H; ,et$erlan s

4-3H @2012

mports partners

Germany 1#-%H; &el!ium 11-3H; taly -6H;

,et$erlan s -4H; Spain 6-6H; UK %-1H; +$ina

4-#H @2012

&alan"e o. ayment I 3%;647;%2 ;244 @2012

( "$an!e rate in relation

to T$ai &a$t

3 -64 41 &a$t per (uro 1

9is"uss t$e .ollo


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o n.rastru"ture evelopment

*ran"e is evelope "ountry an $as t$e most sop$isti"ate

in.rastru"tures in t$e


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*ran"e $as e"linin! in *9 ue to international e"onomi" issue sin"e

200#-(ven i. *9 in


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.orei!ner "omin! .or business- ?o


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o )penness to .orei!n "ulture an pro u"ts .rom .orei!n "ountries an

T$ailan in parti"ular-

*ren"$ people $ave very lo< interest on ot$er "ountries pro u"t i. t$at

parti"ular pro u"t "an t rea"$ enou!$ per"eive value in t$eir min

be"ause t$ey $ave very $i!$ un"ertainty avoi an"e- n term o. .oo ;

*ren"$ people al


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$i!$ value .or "ustomer an very uniCue mean


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t$e lar!est sour"e o. *9 an $ave .ree tra e on


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o &ribery an +orruption

9ue to *ran"e $as very least restri"tive la< on international

investment- So +orruption is li ely to $appen


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%. S&OT $nalysis

S5)T analysis is a very use.ul tool .or un erstan in! an e"ision ma in! .or

businesses- S5)T stan s .or Stren!t$s; 5ea nesses; )pportunities; an T$reats- A

s"an o. t$e internal an e ternal environment is an important part o. t$e strate!i"plannin! pro"ess- 5e ve is"overe points .or ea"$ S5)T t$at may $ave a..e"t on

our Sil business t$at


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rarely .in T$ai sil in t$eir mar et; t$ere.ore; i.


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pro u"e sil - T$ey starte to e port in (urope on t$e Me iterranean si e


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*. +ar(et Entry Strategies

T$e mar etin! strate!y t$at


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• Gro


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o n"omeB mi le – upper ran!eo A!eB 2% an aboveo Gen erB


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Sil is $i!$ tou"$ pro u"t; Global "onsumer "ulture positionin!


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'abellin!B A""or in! to t$e report =+an t :ea ; 5on t &uy> .rom lea in!

mar et resear"$ !roup +ommon Sense A visory- T$ere is 2-4H o. people

are more li ely to buy pro u"ts t$at


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"ommer"ials also nee to be rene


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2

Government "ontrol an re!ulationsB a bi! in.luen"e .a"tor t$at "annot be

i!nore is relate to t$e !overnment rules;


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5e


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Source: Strategy 4nalytics 4dvertising forecast !"0

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9. Reference

$ttpB//

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OTOP Goes Global - Analysis