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 to the 4Ps will be addressed to identify opportunities and possibilities of how to develop the Thai market.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Market Profile Analysis
- C-Country
- C Concentration
- C-Culture/Consumer behaviour
- C - Choices
- C-Consumption
- C – Contractual obligations
- C Commitment
- C - Channels
- C Communication
- C - Capacity to pay
- C-Currency
- C - Caveats
- Risk Evaluation
- Political Risk
- Economic Risk
- General Business Environment Risk
- Thai Market Attractiveness to Red//Green
- Market Entry Strategy Recommendation for Red//Green
- Product
- Price
- Place
- Promotion
- Conclusion
- References
- Bibliographies
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This report analyzes the Thai market's attractiveness for the Danish medium-sized enterprise Red//Green, recommending a market entry strategy. It applies the 12C framework to assess the market's profile and evaluate its risks, determining the Thai market's attractiveness for Red//Green. Based on this analysis, the report suggests a suitable market entry strategy and outlines a marketing strategy based on the 4Ps, identifying opportunities and possibilities for developing the Thai market.
- Market analysis and evaluation
- Thai market attractiveness
- Risk assessment and mitigation
- Market entry strategy development
- Marketing strategy based on the 4Ps
Zusammenfassung der Kapitel (Chapter Summaries)
The first chapter introduces the report's objective and scope, focusing on the market analysis of the Thai market for Red//Green. It outlines the approach used to assess the market's attractiveness, utilizing the 12C framework and risk evaluation. The second chapter delves into the market profile analysis, examining key aspects of the Thai market using the 12C model to identify opportunities and challenges for Red//Green. This chapter aims to provide a comprehensive understanding of the Thai market's dynamics.
Schlüsselwörter (Keywords)
The report focuses on market analysis, international marketing strategy, market attractiveness, risk evaluation, 12C framework, market entry strategy, 4Ps of marketing, Thailand, Red//Green, and consumer behavior.
- Quote paper
- MSc International Marketing Strategy Benjamin Bach (Author), 2006, International marketing entry strategy for the Red//Green Company, Munich, GRIN Verlag, https://www.grin.com/document/76929
