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Marketing the Nation

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Many Thais may come back to Thailand from the Middle East. Many ... Promote Thai food restaurants around the world. Promote entertainment industry in Thailand. ... – PowerPoint PPT presentation

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Title: Marketing the Nation


1
Marketing the Nation
  • Philip Kotler, Ph.D.
  • Kellogg School of Management
  • Northwestern University
  • CEO Forum
  • Bangkok, Thailand
  • October 18, 2001

2
Strategy Development
  • Situation Analysis
  • SWOT
  • Objectives
  • Strategies
  • Implementation

3
Situation Analysis Past Policies
  • Thailands annual growth was 8 between 1991 and
    July 1997 when the currency collapsed.
  • 1960s Import substitution
  • 1970s Export promotion
  • 1980s Foreign direct investment
  • 1990s Trade liberalization
  • 2000s ???

4
Situation Analysis Strategy Dilemma
  • Past growth was based on factor input growth, not
    productivity (Paul Krugman)
  • Problem with factor-driven growth China and
    IndoChina will be cheaper.
  • The nutcracker dilemma Thailand is caught in the
    middle between low cost-based competitors (China)
    and high value based competitors (Italy, Japan).
  • Low cost based country stagnation, unemployment,
    shortage of hard currency, second class economic
    power.
  • High value adding country develops sophisticated
    industries with differentiation and niche
    potential.

5
Situation Analysis Thailands Strengths
  • Good natural resources
  • Low labor costs
  • Large internal market
  • Democratic government, politically stable, safe
    haven (Switzerland)
  • Good access for reaching other markets in
    Southeast Asia, China and India

6
Situation Analysis Thailands Weaknesses
  • Bad bank loans
  • Credit crunch
  • Bankruptcies
  • Weak capital inflow
  • Unemployment

7
Objectives
  • First, get out of the crisis.
  • Second, improve international competitiveness.

8
Objective One Escaping from the Crisis
  • Fighting Unemployment
  • Many Thais may come back to Thailand from the
    Middle East
  • Many unemployed Thais will go to villages
  • Undergraduates should stay in school one extra
    year to pick up more skills
  • Unemployed MBAs introduced to program for
    entrepreneurs
  • Slow down company downsizing through consulting
    and subsidies.
  • Start large scale government work projects
  • Get banks on a sound footing. Thailand Assets
    Management Corporation.
  • Companies need to revise their product mix,
    segment mix, customer mix, and marketing mix.

9
Objective Two Improving International
Competitiveness
  • Thailand needs to improve productivity,
    innovation, and marketing.
  • Examples of specific objectives
  • Among top five trading countries in Asia,
  • Occupy eight niches in world markets.
  • Achieve three global brands.
  • In top ten more favored countries to invest in.
  • In top ten tourist destinations.
  • In top ten with high quality of life.
  • In top ten with social and political stability.

10
Strategies
  • Choose the industries to develop.
  • Improve the financial system.
  • Facilitate entrepreneurship.
  • Support small and medium scale enterprises.
  • Help villages and cities develop place marketing.
  • Consider import substitution.

11
Strategies Industries to Develop
  • Tourism
  • Green tourism, quality tourism, Japanese
    weddings, Second Phuket, Long stays for retired
    people, Be My Guest program
  • Promote Thai food restaurants around the world.
  • Promote entertainment industry in Thailand.
  • Build auto industry make Thailand, Detroit of
    the East.
  • Build natural foods industry.
  • Apply biotechnology to agriculture.
  • Some industries have to be extended (Thai foods)
    some strengthened (tourism, entertainment) and
    some started (Biotech)
  • Two types of companies
  • Physical based companies (speed, quality,
    delivery)
  • Knowledge based companies (design,
    differentiation, branding, high value add)

12
Strategies Encourage Entrepreneurship
  • Ministry of Entrepreneur Development. One stop
    service and lending and training.
  • Micro-lending
  • Druckers suggestion

13
Strategies Support Small and Medium Scale
Enterprises
  • SMEs that feed into LSEs.
  • SMEs that feed into international markets.
  • SMEs that feed into local markets.

14
Strategies Build Places
  • Places need to develop place marketing plans.
  • One product, one village already 4,000 products.
    Marketing needed.
  • A few products will end up in international
    market (Thailand Plaza) some in regional market
    many in domestic market most in local market.

15
Strategies Import Substitution
  • Machinery (raise tariff)
  • Grow flowers and fruit here that were imported
  • Grow quality beef

16
Implementation
  • Role of government
  • Office of Opportunity Development

17
Implementation Governments Role
  • Government should be the driver. Guided
    capitalism.
  • Build infrastructure.
  • Improve credit availability.
  • Build public service information.
  • Deregulate, privatize, where appropriate.
  • Lower tariffs on luxury products.
  • Reduce bureaucracy

18
Implementation Opportunity Development
  • September 11 creates new opportunities for
    Thailand. Every sector must develop a list of
    opportunities.
  • Needed Opportunity Development Salesforce
  • Dont wait for industry and investors to come
    here. Go and market to them.

19
Conclusion
  • Thailand is better situated that neighboring
    countries that went hi-tech.
  • Thailand must position itself as a safe neutral
    haven in a troubled world.
  • Government must apply business and marketing
    thinking to support recovery and competitiveness.
  • Thailand must extend and strengthen present
    industries and build new ones that have high
    value-added, knowledge-added content.
  • Thailand needs to apply marketing skills in order
    to turn ideas into results.
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