Dtac Business Analysis

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ABSTRACT
Date: Program: Course Authors Teacher Title Strategic question Purpose 2008-05-26 International Marketing Master Thesis International Marketing (EF0705) Parunya Vanasakul Ploychompoo Wankeao Supisra Arayaphong (830422) (850418) (831102) Tobias Eltebrandt The battle of DTAC in Thailand’s mobile phone operator market How can DTAC gain higher market share by focusing on customers in Bangkok? The purpose of this research is to investigate, analyze current competition between DTAC and other competitors with customer insight in order to find out the possibility for DTAC to gain more market share in Thai telecommunication market by focusing on customers in Bangkok area. Researchers apply ‘Business Strategy theory and Marketing mix for service company or 7Ps’ to answer the strategic question by collecting primary data from questionnaire and interview, while the secondary data are collected from various reliable sources. The analysis of the data has been preformed in accordance with the chosen theories and summarized in a table, which serves a tool for deriving reliable and relevant conclusions. Our Master Thesis’ analysis and conclusion will contribute very positive benefit and useful information towards Total Access Communication Public Company Limited (DTAC). Researchers strongly believe that the company’s intend to use this study as a base for their further business strategies. We also consider that our research could give general guidance and will be of benefit to marketers in similar fields on how to analyze competitive environment. From the result of internal and external evaluation matrix, DTAC can gain advantage of the opportunities and reduce negative effects from the threats as well as reinforce the strengths and minimize the weaknesses efficiently. As a consequence, in order to gain higher market share in Thai mobile phone market, DTAC has to improve the overall elements of marketing mix for service company (7Ps) substantially. To enhance competitive position in the market, DTAC has to increase company performance especially in quality of signal, sale promotion, in-store advertisement, store image, store layout and decoration and store facility elements because of DTAC received lower of satisfaction rate compared to what customer expected. Furthermore, strengthening the other attributes in each element of Product, Price, Place, Process, Promotion, People and Physical evidence also help DTAC to gain higher market share.

Theory and Method

Target audience

Conclusion

Acknowledgements
As every Master thesis, this work has been shaped at its various stages by number of people. First and foremost, we owe our supervisors, Tobias Eltebrandt, many thanks. You have helped us choose among many paths, leading us toward those that would best help to find the way. We would also like to express many thanks to those who have served as opponents in Red Bull group at the various seminars for this thesis. With the contribution of them, we find out the way we are. During our Master program year, we would like to thanks for our friend in International Marketing MIMA program, thanks to our friend in Kasetsart university MBA program who contribute us in questionnaire survey in Thailand. Last but not least, we would like to express our gratitude to Miss Pimpita Narattakit, a representative from trade department of DTAC who provides the useful information within DTAC fulfill our research with more validity and reliability.

Parunya Vanasakul Ploychompoo Wankeao Supisra Arayaphong May 19, 2008

TABLE OF CONTENT
1. INTRODUCTION.................................................................................... 1 DTAC – A SHORT BACKGROUND AND HISTORY ......................................................1 PRODUCTS OF DTAC ...................................................................................2 BUSINESS STRATEGY OF DTAC .......................................................................3 MOBILE PHONE...
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