University of Lincoln
ASSESSMENT SEMESTER A INTERNATIONAL MARKETING STRATEGY

Individual Report – Red//Green

by Benjamin Bach
2006

Table of Contents

Table of Figures ... 3

1. Introduction ... 4

2. Market Profile Analysis ... 4
C – Country ... 5
C – Concentration ... 7
C – Culture/Consumer behaviour ... 7
C – Choices ... 8
C – Consumption ... 8
C – Contractual obligations ... 9
C – Commitment ... 9
C – Channels ... 10
C – Communication ... 10
C – Capacity to pay ... 11
C – Currency ... 12
C – Caveats ... 13

3. Risk Evaluation ... 14
3.1 Political Risk ... 14
3.2 Economic Risk ... 15
3.3 General Business Environment Risk ... 17

4. Thai Market Attractiveness to Red//Green ... 18

5. Market Entry Strategy Recommendation for Red//Green ... 19
5.1 Product ... 21
5.2 Price ... 21
5.3 Place ... 21
5.4 Promotion ... 22

6. Conclusion ... 22

7. References ... 24

8. Bibliographies ... 26

Table of Figures

Figure 1: Flag & Coat of Arms of Thailand
Figure 2: Map of Thailand
Figure 3: GDP Real Growth Rate and Outlook
Figure 4: Inflation and Policy Rates, 2004 – 2006
Figure 5: Short-term Political Risk Rating 2006
Figure 6: Long-term Political Risk Rating 2006
Figure 7: Short-term Economic Risk Rating 2006
Figure 8: Long-term Economic Risk Rating 2006
Figure 9: Business Environment Risk Rating 2006
Figure 10: Risk Interaction Diagram 2006
Figure 11: Risk and Control in Market Entry

1. Introduction

Market analysis is an important instrument in assessing the attractiveness of a particular market, since it is utilised to decide whether to enter a foreign market in terms of international marketing strategy. It is necessary to apply a market analysis in order to determine and examine the appropriate approach to enter a market. This essay provides a scan of the Thai market attractiveness for the Danish medium-sized enterprise Red//Green, in order to recommend a market entry strategy. The first section focuses on the application of the 12C framework in order to draw up a market attractiveness profile, combined with a risk evaluation of the Thai market. The second part determines the attractiveness of the Thai market with respect to the information and relevant factors gathered from the 12C model. Interpretation of those factors will then be used to allocate a determination of a suitable market entry strategy for Red//Green. In addition, a marketing strategy according the 4Ps will be addressed to identify opportunities and possibilities of how to develop the Thai market.

2. Market Profile Analysis

A market profile analysis will assist in determining the attractiveness of the Thai market to current and potential participants, as well as highlighting the dynamics of the market which Red//Green should be aware of before entering into the market. The objective of the market profile analysis is to enable Red//Green “to use the environmental information built up in the system to identify opportunities and problems in the potential marketing strategy” (Doole and Lowe, 2004, p.113). In this section the 12C model will be used to analyse the Thai market in order to determine information which will be used to recommend an international marketing plan for Red//Green.

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