The battle of DTAC in Thailand’s mobile phone operator market

University essay from Mälardalens högskola/Akademin för hållbar samhälls- och teknikutveckling; Mälardalens högskola/Akademin för hållbar samhälls- och teknikutveckling; Mälardalens högskola/Akademin för hållbar samhälls- och teknikutveckling

Abstract:

ABSTRACT

Date: 2008-05-26

Program: International Marketing

Course Master Thesis International Marketing (EF0705)

Authors Parunya Vanasakul

(830422)

Ploychompoo Wankeao

(850418)

Supisra Arayaphong

(831102)

Teacher Tobias Eltebrandt

Title The battle of DTAC in Thailand’s mobile phone operator market

Strategic question How can DTAC gain higher market share by focusing on customers in

Bangkok?

Purpose 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.

Theory and

Method

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.

Target audience 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.

Conclusion 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.

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