MARKETING MANAGEMENT

ASSIGNMENTAssignment no: A307Roll no: 1334

CONTENTSIntroduction- Amazing ThailandSawadika! Co. Ltd PESTEL analysis of ThailandSWOT analysis of Sawadika! Co. LtdSolutions and SuggestionsConclusion

INTRODUCTIONThe country that I’ve been assigned is Thailand and I was extremely happy about it as I’ve visited the country and it’s managed to make a place in my heart with just one visit. It is very evident that tourism is the fastest growing and most prosperous industry in the country as it has abundance of pure virgin natural beauty so in this assignment I’ve decided to start up my own tourism company named; Sawadika! Co. Ltd

Thailand is a country on Southeast Asia’s Indochina peninsula known for tropical beaches, opulent royal palaces, ancient ruins and ornate temples displaying figures of Buddha, a revered symbol. In Bangkok, the capital, an ultramodern cityscape rises next to quiet canal and riverside communities. It is a truly blessed country, friendly and fun-loving, exotic and tropical, cultured and historic, Thailand radiates a golden hue from its glittering temples and tropical beaches to the ever-comforting Thai smile.

SAWADIKA! CO. LTDSawadika! Co. Ltd is one of the leading tour operators in Thailand and globally famous too. It’s head office is located in Bangkok. We are proud to have a legacy of about 25 years of impeccable service. Our motto has always been “100% customer satisfaction”. Our services include ticketing, transportation, insurance, stay and so forth. We also own 20 hotels & resorts etc. and that helps us provide the premium service to our clientsOur team of takes a very personal approach in creating your perfect personal Thailand holiday (tour package or tailor-made). We are in constant communication with our local partners, enabling us to provide you with the utmost services available. We mainly cater for individuals, couples, families or small groups, who are looking for an authentic, well-organized and memorable travel tour in Thailand.

Who we are: A team of real experts and travellers with a passion for Thailand for over 25 years in the tourism business, Sawadika! Co. Ltd

What we can offer: An extensive list of tour programs and hotels all over Thailand; An experienced team to assist and accommodate your travel needs the best we can; A one-stop-service for easy travel arrangements. The best holiday experience of a lifetime.

Why choose us: We offer a service of personalized travel planning to make your dreams and wishes come true. Let us be your host and trust us with the planning of your dream holidays in the Land of Smile.

BUSINESS CARD

PESTEL ANALYSIS

PESTEL ANALYSIS OF THAILANDPOLITICS:The politics of Thailand is currently conducted within the framework of a constitutional monarchy, whereby the Prime Minister is the head of government and a hereditary monarch is head of state. The judiciary is supposed to be independent of the executive and the legislative branches, although judicial rulings are suspected of being based on political considerations rather than on existing law.Since the political reform of the absolute monarchy in 1932, Thailand has had 19 constitutions and charters. Throughout this time, the form of government has ranged from military dictatorship to electoral democracy, but all governments have acknowledged a hereditary monarch as the head of state.

Bhumibol Adulyadej, Current monarch of Thailand

ECONOMY:With a well-developed infrastructure, a free-enterprise economy, and generally pro-investment policies Thailand has historically had a strong economy due in part to competitive industrial and agriculture exports - mostly electronics, agricultural commodities, automobiles and parts, and processed foods. The economy experienced slow growth and declining exports in 2014, in part due to domestic political turmoil and sluggish global demand. With full employment, Thailand attracts an estimated 2-4 million migrant workers from neighbouring countries, and faces labour shortages. Following the May 2014 coup d’tat, tourism decreased 6-7% but is beginning to recover. The household debt to GDP ratio is over 80%. The Thai government in 2013 implemented a nation-wide 300 baht ($10) per day minimum wage policy and deployed new tax reforms designed to lower rates on middle-income earners. The Thai baht has remained stable.

SOCIAL: Nationality: Thai (singular and plural) Ethnic groups: Thai 95.9%, Burmese 2%, other 1.3%, unspecified 0.9% (2010 est.) Languages: Thai (official) 90.7%, Burmese 1.3%, other 8%note: English is a secondary language of the elite (2010 est.)

Religions: Buddhist (official) 93.6%, Muslim 4.9%, Christian 1.2%, other 0.2%, none 0.1% (2010 est.)

Population:67,976,405 country comparison to the world: 21 Age structure: 0-14 years: 17.41% (male 6,062,868/female 5,774,631) 15-24 years: 14.78% (male 5,119,387/female 4,927,250) 25-54 years: 46.69% (male 15,675,425/female 16,061,864) 55-64 years: 11.26% (male 3,600,695/female 4,053,977) 65 years and over: 9.86% (male 2,935,703/female 3,764,605) (2015 est.)

TECHNOLOGY: Thailand is still in the early stages of its technological developments (even with some of the players investing significant capital to build infrastructure), with much of the growth attributed to the involvement of Thailand's democratic government.

Thailand has started to energetically embrace Internet in its many forms across the marketplace. Over the last five years, admittedly starting from a very low base, the estimated number of Internet users in Thailand has increased six fold. ISPs also seem to be recovering from their earlier reputation for unreliable performance. Now that the government has taken the first steps to fix the regulatory regime, with CAT being sidelined from the activities of the ISPs and the international Internet gateway market having been opened up, there should be increased opportunities for the development of the Internet in Thailand.

The information infrastructure is becoming more universal and less expensive. Security, privacy protection, and trust are being enhanced so that consumers will have more trust and confidence, and will try different products and services in the future. These developments are creating great opportunities E-Commerce solution providers, and E-Commerce-related service.Thailand has a very promising future in online and mobile marketing. Internet and mobile users increase daily, and the many initiatives that are taking place to penetrate this market are promising.

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

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 Environment - current issues: air pollution from vehicle emissions; water pollution from organic and factory wastes; deforestation; soil erosion; wildlife populations threatened by illegal hunting

Environment - international agreements: party to: Biodiversity, Climate Change, Climate Change-Kyoto Protocol, Desertification, Endangered Species, Hazardous Wastes, Marine Life Conservation, Ozone Layer Protection, Tropical Timber 83, Tropical Timber 94, Wetlands

signed, but not ratified: Law of the Sea

LEGAL: Legal system: civil law system with common law influences International law organization participation: has not submitted an ICJ jurisdiction declaration; non-party state to the ICC

Suffrage:18 years of age; universal and compulsory Judicial branch: highest court(s): Supreme Court of Justice (consists of court president, 6 vice-presidents, and NA judges, and organized into civil and criminal divisions); Constitutional Court (consists of court president and 8 judges); Supreme Administrative Court (number of judges determined by Judicial Commission of the Administrative Courts)

judge selection and term of office: Supreme Court judges selected by the Judicial Commission of the Courts of Justice and approved by the monarch; judges' terms NA; Constitutional Court justices - 3 judges drawn from the Supreme Court, 2 judges drawn from the Administrative Court, and 4 judge candidates selected by the Selective Committee for Judges of the Constitutional Court and confirmed by the Senate; judges appointed by the monarch to serve single 9-year terms; Supreme Administrative Court judges selected by the Judicial Commission of the Administrative Courts and appointed by the monarch; judge tenure NA

subordinate courts: courts of first instance and appeals courts within both the judicial and administrative systems; military courts

Flag description: five horizontal bands of red (top), white, blue (double width), white, and red; the red colour symbolizes the nation and the blood of life; white represents religion and the purity of Buddhism; blue stands for the monarchy

note: similar to the flag of Costa Rica but with the blue and red colours reversed

SWOT ANALYSIS

STRENGTHS:Strong brand name

Customer satisfaction with repeat customers

Legacy of company

Affordable labour

Technically qualified workforce with industry knowledge

Mostly web based and does bookings online

WEAKNESSES:Seasonal businessLanguage barrier Depends completely on inflow of inbound foreign tourists

OPPORTUNITES: Unorganized small companies operating in tourism businessUnexplored areas can be popularised Availability of ready to learn and get trained workforce

THREATS:Political instabilitySeeing successful business model other companies might followNew companies with cheaper offers

SOLUTIONS AND SUGGESTIONSOur company Sawadika! Co. Ltd could offer referral programs to maintain customer loyalty as it is rewarding system and gets us new customers too.As the company is based in Bangkok itself we could provide our customers with a authentic experience, food and culture with the help of local expertise.We could promote our company on social media platforms as it is the best way to promote anything in today’s world.We could also promote our company at tour and travel expos like World Travel Market (WTM) which takes place in London, Arab Travel Market (ATM) which takes place in Dubai and Internationale Tourismus-Börse (ITB) which takes place in Berlin.We could also tie up with Thai airways or any such airlines in order to promote our brand and offer a 10% discount to our clients who travel by the particular airlines.

CONCLUSIONThailand is a prospering country, moreover tourism in Thailand is a booming industry today. The country is mostly famous for its people, their warmth and welcoming nature always brings them back! Thailand is also a very pocket friendly destination and thus it makes the vacation a very relaxing and rejuvenating experience. The country is a virgin natural beauty, some parts of Thailand are unexplored which gives it a potential for adventure too. Thru our network and associations we are able to provide our customers with the best experience possible in this beautiful country. Our company also provides the best safety and security as the customers are our number 1 priority. This makes our company’s packages a perfect fit your family’s vacation!