Universiti Utara Malaysia

BFMA 5053:
International
Marketing
Group Assignment

MOHD FADDILLAH B AMAT

814115

MUHAMMAD IZWAN B YUSOF

814118

NOOR AZMI B MOHD NASIR

814120

RAHMAT B ABU BAKAR

814239

[Pick the date]

Table of Contents
The Company - Introduction ........................................................................................................... 3
The Product ..................................................................................................................................... 3
The Country - Thailand.................................................................................................................... 3
Profiles ......................................................................................................................................... 3
Geography .................................................................................................................................. 3
Demographic Factors ................................................................................................................. 4
Political ........................................................................................................................................ 7
Economic ..................................................................................................................................... 7
Financial....................................................................................................................................... 8
Economic Conditions ................................................................................................................. 10
Regulatory Environment ........................................................................................................... 11
Competitive environment ......................................................................................................... 11
Level of Technology ................................................................................................................... 11
Cultural Issues ........................................................................................................................... 11
Infrastructures issues ................................................................................................................ 11
Hofstedes Dimension Evaluation ................................................................................................. 11
Effects of Porterss Diamond four factors .................................................................................... 11
Core Competencies ....................................................................................................................... 11
Marketing Strategies ..................................................................................................................... 11
Mode of Entry ............................................................................................................................... 11
Conclusions ................................................................................................................................... 11

The Company - Introduction

The Product
The Country - Thailand
Profiles
Thailand or also known as Siam is one of the countries under the Association of Southeast
Asean Nations(ASEAN) which practices the Constitutional Monarchy with the Prime Minister
leading the government and the King as the Head of State. With a total import of
RM10.05billion from Malaysia in 1st Quarter 2012, Thailand boast to be the one of the top 10
destinations for the Malaysian manufacturers.

Geography

Location:
Southeastern Asia, bordering the Andaman Sea and the Gulf of Thailand, southeast of
Burma.

Geographic Coordinates:
15.00N, 100.00E
Area:
513,890 sq km in total
Climate :
tropical; rainy, warm, cloudy southwest monsoon (mid-May to September); dry, cool
northeast monsoon (November to mid-March); southern isthmus always hot and
humid
Natural Hazards:
land subsidence in Bangkok area resulting from the depletion of the water table;
droughts
Environment(Current Issues):
air pollution from vehicle emissions; water pollution from organic and factory wastes;
deforestation; soil erosion; wildlife populations threatened by illegal hunting

Demographic Factors
Population:
67,091,089 (July 2012 est.)

Ethnic :

Ethinicity
11%

14%
Thai
Chinese
Others

75%

Religion :

0.70%

Religion
0.10%

4.60%

Buddhist
Muslim
Christian
Others
94.60%

Major cities population:

BANGKOK (capital) 6.902 million (2009)

Sex ratio:
Total population: 0.98 male(s)/female (2011 est.)
Languages:

Thai, English (secondary language of the elite), ethnic and regional dialects

Political
Economic
Total Imports and Exports for Thailand
250,000

20,000

200,000

15,000
10,000

150,000
100,000
50,000
-

2000

2003

2004

2005

IMPORT

61,923

75,824

94,410 118,158 128,654 141,294 179,168 134,734 185,121 228,845

EXPORT

68,963

80,324

96,248 110,178 130,795 153,858 175,897 151,910 195,371 226,412

BAL ANCE

7,040

4,500

1,838

(7,980)

2006

2,141

2007

12,564

2008

(3,271)

2009

17,176

2010

10,250

2011

(2,433)

5,000

IMPORT

EXPORT

(5,000)

BAL ANCE

(10,000)

Financial
Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30

Country

China
Germany
Saudi Arabia
Japan
Russia
Switzerland
Netherlands
Kuwait
Norway
Singapore
Qatar
Iran
Taiwan
Sweden
Malaysia
Korea, South
Venezuela
United Arab Emirates
Iraq
Denmark
Algeria
Azerbaijan
Angola
Kazakhstan
Thailand
Nigeria
Oman
Hong Kong
Austria
Philippines

Current Account Balance (US$)

201,700,000,000
188,600,000,000
144,200,000,000
120,500,000,000
101,300,000,000
85,300,000,000
76,710,000,000
70,850,000,000
70,200,000,000
56,980,000,000
53,570,000,000
42,000,000,000
41,270,000,000
41,200,000,000
30,990,000,000
29,790,000,000
27,140,000,000
26,320,000,000
21,760,000,000
21,640,000,000
21,090,000,000
17,150,000,000
13,820,000,000
13,610,000,000
11,900,000,000
11,820,000,000
10,750,000,000
9,420,000,000
8,200,000,000
7,078,000,000

-5

-10

-15

-20
1980
1981
1982
1983
1984
1985
1986
1987
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010

Current Account Balance

25

20

15

10

Economic Conditions
Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30

Country

United States
China
India
Japan
Germany
Russia
Brazil
United Kingdom
France
Italy
Mexico
Korea, South
Spain
Canada
Indonesia
Turkey
Iran
Australia
Taiwan
Poland
Argentina
Netherlands
Saudi Arabia
Thailand
South Africa
Egypt
Pakistan
Colombia
Malaysia
Nigeria

GDP (purchasing power parity) (Billion $)

15,290
11,440
4,515
4,497
3,139
2,414
2,324
2,290
2,246
1,871
1,683
1,574
1,432
1,414
1,139
1,087
1,003
926.2
887.3
781.5
725.6
713.1
691.5
609.8
562.2
525.6
494.8
478
453
418.7

Thailand enjoyed being the 24th country having good Gross Domestic Product (GDP) amounting of USD
609.8 billion, higher than Malaysia. This has been supported by its well-developed infrastructure, a freeenterprise economy, pro-investment policies as well as the strong export industries. The main
contributors of its economy are mostly from the machineries and electronic components, agricultural
commodities, and jewelry which have encountered half of the GDP. During the economic recession in
year 2008-2009, Thailands economy has only able to achieve a GDP of 2.3%, however the economy has
rebounced back to its state in year 2010 by scoring 7.8%, which its fastest pace since year 1995.
Nevertheless, the economy then was shocked by the heavy flooding in year 2011 which has
tremendously affected the GDP to be at only 0.1% per year. Overcoming the natural disaster, the
Government of Thailand had anticipated for the GDP for 2012 to be growing between 5.5% and 6.5%

GDP-Real Growth Rate (%)

10
8
6
4
2
0
1999

2000

2001

2002

2003

2004

2005

-2
-4

Regulatory Environment
Competitive environment
Level of Technology
Cultural Issues
Infrastructures issues

Hofstedes Dimension Evaluation

Effects of Porterss Diamond four factors
Core Competencies
Marketing Strategies (Branding etc)
Mode of Entry
Conclusions

2006

2007

2008

2009

2010

2011