"Foreign Market Exploitation with E-marketing Strategy of Thaiearthtone Company"

Abstract: Abstract   Date:                              May 21, 2009   Program:                                 International Marketing   Course name:                  EFO705 Master Thesis   Title:                                         Foreign Market Exploitation with E-marketing Strategy of Thaiearthtone Company   Authors:                         Nicha Chienchiranai      851212-T107                                       Pharktanat Pattararittisak   820930-T251   Tutor:                                      Daniel Tolstoy   Problem:                        How can Thaiearthtone exploit opportunity in foreign market by using e-marketing strategy?   Purpose:                         To develop an appropriate e-marketing strategy to increase satisfaction of existing customers and simultaneously attraction of new customers.   Method:                           This research is based on qualitative research, using exploratory research method.  The theoretical framework used in the research is E-Marketing Strategy which is developed by the authors with some adaptation from E-marketing Mix Strategy.  The findings were obtained from an in-dept interview as well as second hand sources including Thaiearthtone's website and others.   Conclusion:                             With the increased number of e-commerce firm, to be stand out of the crowd is rather difficult for small company like Thaiearthtone especially that the target market are foreigners.  To successfully exploit its opportunity in overseas market, Thaiearthtone could probably take the idea from the authors' own developed E-marketing strategy into consideration, and adapt it to the current situation of the company.   Key words:                       E-marketing, E-marketing Strategy, E-commerce, Relationship Marketing and Site Usability