Vision

To be leader of Measurement equipment sale and service in Thailand

Due to the Global economic crisis had impacted Thailand Economic which lead Thai Economic suffer from weaker export growth make over all export index drop -30.4% in 2012 and -22.1% in 2013 consequently. Whereby electronic test and measurement industry index is also have business overview declining in order performance. By this reason, The appropriate market strategies are needed to implementing in order to gain more market share, increasing company value toward customer perception and maximize company profit in Test and Measurement Business.

 To develop effective short term and Medium term market plan to maintain and increase company intensive (opportunities growth with in current business) growth rate To develop market strategies to initiate long term Integrative growth (opportunities to build or acquire business that are related to current business) and Diversification growth ( opportunities to add attractive business that are unrelated tocurrent business

The market size for Test and Measurement in Thailand is about 4,655,141,617 baht which have mainly two three of customers segmentation Technology Segmentation 1.General purpose instruments 2.High Speed Digital instruments 3.RF Technology instruments 4.Wireless Technology instruments 5.Optical Technology instrument 6.Other Test and Measurement Technology

Order Generation by Technology (Percentage)

General purpose 50% High Speed Digital 5% RF Technology 30% Wireless Technology 5%

22% Private Company 77% Government

 S =Strength
- Management has high experiences in products and markets - Holding the good products - Good relationship with customers - High capital for investment

W=Weak
- Most of products have no price competitive - Less of products portfolio - Lack of in depth applications knowledge for sales persons - Low manpower support

 Opportunities
- Government Stimulus Package

- Economic purchase new products after flood - More support from Agilent

Threats
- Strong competitors in some product - Low marketing funding from Agilent

 Political
- Government Stimulus Package

Economic
- Sign of economic ramp up

Social
- Loyalty Brand Competitors (Fluke)

Technology
- 3G Technology

Technology term Trend for T&M business are the technology drive lead customers to purchase and upgrade their test equipment according to their technology demand which comprise of higher data transfer Speed, higher test frequency and changed of test standard. Economic Term There are a lot of new players from China, Taiwan getting to current T&M markets make all player play the price war. By this reasons profit margin will be decreasing. Together with the global economic crisis make most of contrast manufacturing lower their order in Test and measurement Business and some of them are move to China for lower labor wage.

For short term business growth development Market Development Strategy is appropriate for short run as Agilent Technologies has transfer their customers base to IRC for medium and long run Product Development Strategy is best fit to maintain customer base and continue growth development. The program formulation can be found in TOWN matrix for both short run and long run business.

 Measuretronix (Fluke)
Monthly cover page advertisements on 3-4 Magazine (Electronic Semiconductor, Quality, Industrial, EC Magazine) Monthly article for HH products E-commerce for HH products 4 Seminars per year Focusing on sub dealer strategies

 Trinergy (Tektronix)
5 Big Seminars/ Year (Excluding mini seminar) Yearly Tektronix symposium Public 2 products article in Magazine per year Full page Advertisements in Magazine every month Public in 2 Magazine / year ( industrial & electronic semiconductor Magazine) Promotion buy 5 get 1 free for volume customers 70% marketing founding from Teks HQ Bi week customers visit policy for key accounts

SO Strategies - Increase customers communication channels - Develop Sales technical and soft skill - Improve customers relation - Develop system integration WO Strategies - Find more distribution channels

ST Strategies - Integrate market offering for new product purchase - Develop CRM in organization
WT Strategies - Restructure Retrenchment

 Increase customers communication channels - Develop company web site with Product portfolio details, Customer application base communities, Ecommerce module. - Develop News news letter (Paper base or electronic) - Implement customers feedback process - Promote IRC Site by affiliate with other technology site

 Develop Sales technical and soft skill - Initiate sales technical training base on most top 5 applications - Sales soft skill training for FE,AE Improve customers relation - Develop on site seminar/VIP visit for Key ( Potential ) customers - Implement customers feedback process - Increase level of cooperation in technical application support (for Key account)

 SO Strategies - Expand globally - Double salespersons - Double advertising - Develop new products
WO Strategies - Joint venture

 ST Strategies - Diversify - Increase promotion - Re-Engineering

WT Strategies - Restructure - Retrenchment

For long run business normally will project over 5 year basis, whereby company is needed to expand customers basemore widely as well as need to develop new products in portfolio depended on technologies requirement. By the reasonof more products in portfolio therefore more sales and support are needed according to market size. Where some activities for implementation are - Develop New market for current product - Expand more products in portfolio ( Telecom, High voltage, Physic, Petroleum, Semiconductor industries) - Find more joint venture - Increase more staff - Develop company image - Re-Engineer organization