Scenario Analysis

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Scenario Analysis of Thailand

IBMS403/404
0810937 Chenchen Chen
0810992 Yuan Cui
0823155 Cherry Liu

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Content
Table & Figure ............................................................................................................................................ 5

Chapter 1 business idea............................................................................................................................3 Step 1 Deciding on the company’s competitive advantage....................................................................... 6 Present a definition of ‘competitive advantage from the theory and make a correct reference. ........ 6 What are the basis of the country competitive advantages.................................................................. 6 Competitive advantage industries in Thailand in 2000 ......................................................................... 8 The most competitive advantage industry in Thailand in 2000 ............................................................ 9 Step 2 Addressing the Devil’s Advocate question ................................................................................... 13 Step 3 Developing a cause and effect picture ......................................................................................... 14 Step 4 Completion of the diagram ........................................................................................................... 15 Step 5 Identifying the distinctive competencies ...................................................................................... 16 Based on sunk cost............................................................................................................................... 16 Based on uncodified knowledge .......................................................................................................... 16 Step 6 Clean up ........................................................................................................................................ 17 Step 7 Review of the business idea.......................................................................................................... 18 “What would we do to eliminate the competitive advantage of Thailand?” ...................................... 18 3E-test .................................................................................................................................................. 18 Step 8 Drawing out the essentials ........................................................................................................... 19

Chapter 2 Competitive positioning ........................................................................................................17 Issue 1 Identifying the customers we are competing for ........................................................................ 20 Issue 2 Testing business definitions ......................................................................................................... 21 Issue 3 Identifying the competitors ......................................................................................................... 22 Rivalry among existing competitors..................................................................................................... 22 Potential inroads from new entrants................................................................................................... 23 Potential competition from substitute products ................................................................................. 24 Relative power of suppliers ................................................................................................................. 24 Relative power of buyers ..................................................................................................................... 24 Issue 4 Cost driver analysis...
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