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.
Table of Contents
- 1. Introduction
- 2. 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:
- 3. Risk Evaluation
- 3.1 Political Risk
- 3.2 Economic Risk
- 3.3 General Business Environment Risk
- 4. Thai Market Attractiveness to Red//Green
- 5. Market Entry Strategy Recommendation for Red//Green
- 5.1 Product
- 5.2 Price
- 5.3 Place
- 5.4 Promotion
Objectives and Key Themes
This report aims to assess the attractiveness of the Thai market for the Danish medium-sized enterprise Red//Green and recommend a suitable market entry strategy. It utilizes a market profile analysis incorporating the 12C framework and a risk evaluation to inform the strategic recommendations.
- Market attractiveness analysis of Thailand
- Risk evaluation of the Thai market (political, economic, and business environment)
- Application of the 12C framework for market profiling
- Development of a market entry strategy using the 4Ps (Product, Price, Place, Promotion)
- Identification of opportunities and challenges within the Thai market for Red//Green
Chapter Summaries
1. Introduction: This introductory chapter establishes the purpose of the report: to analyze the Thai market's attractiveness for Red//Green and propose a market entry strategy. It highlights the importance of market analysis in international marketing and outlines the report's structure, focusing on the 12C framework, risk evaluation, and the development of a comprehensive marketing plan based on the 4Ps.
2. Market Profile Analysis: This chapter employs the 12C model to create a detailed profile of the Thai market. The analysis aims to provide Red//Green with crucial environmental information to identify both opportunities and potential challenges within the Thai market, thereby informing the development of a robust marketing strategy. The 12Cs provide a holistic view, covering aspects from the country's demographics and political landscape to consumer behavior and payment capabilities.
Keywords
International marketing strategy, market analysis, 12C framework, risk evaluation, Thai market, market entry strategy, 4Ps, Red//Green, market attractiveness, political risk, economic risk, business environment risk.
Red//Green Thai Market Entry Strategy Report: Frequently Asked Questions
What is the purpose of this report?
This report assesses the attractiveness of the Thai market for the Danish company Red//Green and recommends a suitable market entry strategy. It uses a comprehensive market analysis framework to inform strategic decisions.
What analytical frameworks are used in this report?
The report utilizes two primary frameworks: the 12C framework for a detailed market profile analysis and the 4Ps (Product, Price, Place, Promotion) for developing a market entry strategy. Risk evaluation (political, economic, and general business environment) is also a key component.
What aspects of the Thai market are analyzed using the 12C framework?
The 12C framework examines various crucial aspects of the Thai market, including Country, Concentration, Culture/Consumer behavior, Choices, Consumption, Contractual obligations, Commitment, Channels, Communication, Capacity to pay, Currency, and Caveats. This provides a holistic understanding of the market environment.
What types of risks are evaluated in the report?
The report evaluates political, economic, and general business environment risks associated with entering the Thai market. This risk assessment is crucial for informing the market entry strategy and mitigating potential challenges.
What is the market entry strategy recommendation based on?
The market entry strategy recommendation is based on the comprehensive market profile analysis using the 12C framework, the risk evaluation, and the application of the 4Ps (Product, Price, Place, Promotion) marketing mix. The goal is to create a robust and adaptable strategy for Red//Green.
What are the key themes explored in the report?
Key themes include market attractiveness analysis of Thailand, risk evaluation of the Thai market, application of the 12C framework, development of a market entry strategy using the 4Ps, and identification of opportunities and challenges for Red//Green in the Thai market.
What are the key chapters of the report?
The report includes chapters on Introduction, Market Profile Analysis (using the 12C framework), Risk Evaluation, Thai Market Attractiveness to Red//Green, and Market Entry Strategy Recommendation for Red//Green (covering Product, Price, Place, and Promotion).
What are the key words associated with this report?
Key words include: International marketing strategy, market analysis, 12C framework, risk evaluation, Thai market, market entry strategy, 4Ps, Red//Green, market attractiveness, political risk, economic risk, business environment risk.
- Citation du texte
- MSc International Marketing Strategy Benjamin Bach (Auteur), 2006, International marketing entry strategy for the Red//Green Company, Munich, GRIN Verlag, https://www.grin.com/document/76929
