https://www.mdu.se/

mdu.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
The battle of DTAC in Thailand’s mobile phone operator market
Mälardalen University, School of Sustainable Development of Society and Technology.
Mälardalen University, School of Sustainable Development of Society and Technology.
Mälardalen University, School of Sustainable Development of Society and Technology.
2008 (English)Independent thesis Basic level (professional degree), 10 points / 15 hpStudent thesis
Abstract [en]

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.

Place, publisher, year, edition, pages
Akademin för hållbar samhälls- och teknikutveckling , 2008. , p. 100
Keywords [en]
Marketing
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-843OAI: oai:DiVA.org:mdh-843DiVA, id: diva2:121483
Presentation
2008-06-04, U2-260, U-Building, Mälardalen University, Västerås, 14:00
Uppsok
samhälle/juridik
Supervisors
Examiners
Available from: 2008-07-01 Created: 2008-07-01

Open Access in DiVA

fulltext(2437 kB)3812 downloads
File information
File name FULLTEXT01.pdfFile size 2437 kBChecksum MD5
85cce2f6260968be45ac4b157fbd149e2f7ab4911bad1dd82e4fb95e0198f6c8ccb361b0
Type fulltextMimetype application/pdf

By organisation
School of Sustainable Development of Society and Technology
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 3812 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 3291 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf