Phuket Thailand

Be blissful with your bride

Course Title : Corporate Development Strategy

Tutor : Professor Deng Di
12rd December 2016
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Group Members

Uthai Salangam Dinesh Chandra Panthy Deniel Bekele Tessema Maity Sirirath
201622856373 201622856370 ID : 201622856357 201622856364

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Welcome To Phuket
Contents
1 Introduction
2 Strategic Positioning
3 Proof of positioning
4 Position Triangle
5 Slogan and Strategy
6 Recommendation for Strategy execution

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Introduction
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 Introduction

Location : Southeast Asia.

Capital : Bangkok , the capital, an
ultramodern cityscape rises next to
quiet canal side communities and
the iconic temples of Wat Arun,
Wat Pho and the Emerald Buddha Phuket
Temple (Wat Phra Kaew).
Population: 67 million
Language: Thai
Tourism Industry in Thailand
,the industry contributed about
6.5% of Thailand's GDP, 10 %
(2016)

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Top 10 arrivals by nationality
Rank Country or territory 2015 2014 2013
1 China 7,934,791 4,636,298 4,637,335
2 Malaysia 3,423,397 2,613,418 3,041,097
3 Japan 1,381,690 1,267,886 1,586,425
4 South Korea 1,372,995 1,122,566 1,295,342
5 Laos 1,233,138 1,053,983 976,639
6 India 1,069,149 932,603 1,050,889
7 United Kingdom 946,919 907,877 905,024
8 Singapore 937,311 844,133 955,468
9 Russia 884,085 1,606,430 1,746,565
10 United States 867,520 763,520 823,486

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Major attractions in Thailand:
sandy beaches, hundreds of tropical islands,
archaeological sites, museums, hill tribes,
flora and bird life, palaces, Buddhist temples
and several World Heritage sites.
Thai cuisine
Traditional and Festivals
Shopping Malls (International and local
brands.)
The Chatuchak Weekend Market (largest market
in the world
The night markets
Floating markets (Damnoen Saduak). Etc.
 Phuket

A rain forested, mountainous island in the Andaman Sea,

The most popular beaches, mostly situated along the
clear waters of the western shore.
Many high-end seaside resorts, spas and restaurants.
Shop houses and busy markets.
Resort town, nightclubs, bars and discos.
862 kMs south of Bangkok.
2 seasons in a year the green season (May to October)
and the hot season (November to April).
Famous for the celebration of honeymoon and vocation

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Glimpses

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Landscapes

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Activities

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Facilities

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Entertainment

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 Food 4 1
International Food and Thai Food

Tom Yam Kung (Spicy Shrimp Soup)

Phat Kaphrao (Meat or Seafood Fried with Sweet Basil)

3 2
Phat Thai (Fried Noodles of Thai Style) Kaeng Khiao Wan Kai(Green Chicken Curry)
Culture/heritage

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Shopping

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Strategic Positioning
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Five-forces Model
New beaches in
Myanmar, Vietnam,
Cambodia; Samui,
Rawai, Ao nang etc in
Thailand

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 Attributes for Comparison
1. Entertainment -Sun bath, Disco, Club,
2. Shopping Shopping Mall (International and local brand)
3. Food - International Cuisine and Thai Cuisine
4. Transportation International Airport, Bus, Train, taxi
5. Facility- Bar, Spa/massage, Hotel, Restaurant
6. Landscape- hill, beach, sea, greenery,
7. Weather - season, temperature, Air quality
8. Activities swimming, boating, scuba diving, Snorkeling, surfing, sight seen
etc.
9. Cost living cost, cost in tourism activities
10. Hospitality local people
11. Culture/heritage- tradition, heritage sites
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 Comparison Matrix
Country/City
Type Thailand Indonesia Malaysia Nepal Laos Average
Phuket Bali Luangkawi Kathmandu Luang Prabang
Entertainment 5 4 3 3 3 3.60
Shopping 5 3 3 2 2 3.00
Food 4 4 3 3 3 3.40
Transportation 4.5 4 4 3 3 3.70
Facility 5 4.5 4 3.5 3 4.00
Landscape 5 4 5 3.5 3.5 4.20
Weather 4 4 4 5 4 4.20
Activities 5 4.5 4 2 3 3.70
Cost 4.5 3 3 4.5 3 3.70
Culture/heritage 3 4 3 5 5 4.00
Hospitality 5 4 4 5 5 4.60
Average 4.55 3.91 3.64 3.64 3.41 3.83
Rank 1 2 3 3 5
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 5
5
Hospitality 4
4
5
5
5
Culture/heritage 3
4
3
3
4.5
Cost 3
3
4.5
3
2
Activities 4
4.5
5
4
5
Weather 4
4
4
3.5
3.5
Landscape 5
4
5
3
3.5
Facility 4
4.5
5
3
3
Transportation 4
4
4.5
3
3
Food 3
4
4
2
2
Shopping 3
3
5
3
3
Entertainment 3
4
5
0 1 2 3 4 5 6

Phuket Bali Lungkavi Kathmandu Luang Prabang 22

 Entertainment

Hospitality Shopping

Best in Phuket
Cost Food

Activities Transportation

Landscape Facility

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 Entertainment

Hospitality Shopping

Finding the position

Cost Food

Honeymoon in Phuket is
very special and famous
in world.
Activities Transportation

Landscape Facility

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 Strategic position

The Best destination for Honeymoon in the world

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Proof of Positioning

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Tourists Opinion

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Packages

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Position Triangle

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Position Triangle Capability
Travel agencies , services
facilities, clean beach,
honeymoon packages

Value Rarity
For couple, full of Hospitality,
entertainment, open life style, Location:
affordable price, combination of mountain and
many activities beach

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Slogan and strategy

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 Slogan

Be blissful with your bride

Strategy

Focusing (Honeymoon) + overall cost leadership

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Recommendation
for Strategy execution

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Recommendation for Strategy execution
a. Prepare more and more honeymoon packages.
b. Promote the budget - hotels
c. Advertise through the international and regional medias like CNN, BBC,
Al Jazeera etc.
d. Make affordable honeymoon packages for average couples.
e. Train more and more local people to be hospitable and to treat the couple as
VIP.
f. Teach English to local people and guides.
g. Collaborate with international and regional travel agencies.
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 Thank you
for your attention
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