Professional Documents
Culture Documents
THAMMASAT CONSULTING
Agenda
• Company Profile
• Situation Analysis
• Issue Identification
• Recommendation
• Implementation
• Financial Justification
• Key Success Factor
• Conclusions
THAMMASAT CONSULTING
Company Profile
• Establish in 1969
• Government Organization
• Objective:
– To Supply Information and Data on Tourist Area to Public
– To Promote and Publicize Thai Tourism Industry
• Since 1982 tourism industry provides highest source of
income for Thailand
THAMMASAT CONSULTING
Situation Analysis
External Forces
•SARS
• Bird Flu
• Tsunami
Great Reduction in
Number of Visitors
10.6M 5.5M
THAMMASAT CONSULTING
Situation Analysis
External Forces
THAMMASAT CONSULTING
Situation Analysis
Customers
Duration of Stay
Wedding and
Zero Dollar Honey Moon 30% World Growth
Tourists
Purchasing Power
THAMMASAT CONSULTING
Issue Identification
Issues Objectives
Short Term
Medium Term
Refine
Tourism Product To create Thailand as a World Class Destination
Quality
Increase Tourist
To Increase Total International Receipt with the
Expenditure per
Rate of 120% within 5 years
Person
THAMMASAT CONSULTING
I. Tsunami Recovery Strategy
THAMMASAT CONSULTING
Recommendation
THAMMASAT CONSULTING
II. Tourism Product
Quality Enhancement
THAMMASAT CONSULTING
Recommendation
Infrastructure
Safety
Hospitality
Information
THAMMASAT CONSULTING
Recommendation
Safety
Hospitality
Information
THAMMASAT CONSULTING
Recommendation
Infrastructure
Hospitality
Information
THAMMASAT CONSULTING
Recommendation
Infrastructure
Safety
Information
THAMMASAT CONSULTING
Recommendation
Infrastructure
Safety
Hospitality
Information “E-Tourism”
THAMMASAT CONSULTING
Recommendation
THAMMASAT CONSULTING
Recommendation
Low Cost
Travelers
MICE
Purchasing Power
THAMMASAT CONSULTING
Recommendation
To Increase Total International Receipt with the Rate of 120% within 5 years
THAMMASAT CONSULTING
Activities
2005 2006 2007 2008 2009
Tsunami Recovery
Infrastructure Upgrade
Marketing Campaign PrepareLaunch Follow Up
Marketing Strategy
MICE
Thailand – Business with Pleasure PrepareLaunch Follow Up
Couple
Siam Romance
THAMMASAT CONSULTING
Quantitative Justification
16,000,000
6,000,000
Tsunami Impact
4,000,000
2,000,000
0
2004E 2005F 2006F 2007F 2008F 2009F
THAMMASAT CONSULTING
Quantitative Justification
1,600,000
1,400,000
Recovery in 2 years
1,200,000
1,000,000
800,000
Increase in number of Tourist
600,000
400,000
Increase Expenditure
200,000
0
2004E 2005F 2006F 2007F 2008F 2009F
THAMMASAT CONSULTING
Quantitative Justification
THAMMASAT CONSULTING
Quantitative Justification
THAMMASAT CONSULTING
Key Success Factor
Corporations
Among Sectors
THAMMASAT CONSULTING
Conclusions
Issues Strategies
• Internal Development
Tsunami • Marketing Campaign
Recovery “ The Re-Shine of Andaman Pearl”
•Target Selection
Increase Tourist •MICE
Expenditure per •Couple
Person •Positioning
“ Thailand as a Perfect Balance between
Exotic Place and a Modern World ”
THAMMASAT CONSULTING
Financial Navigator
THAMMASAT CONSULTING
Back Up
THAMMASAT CONSULTING
Back Up
Tsunami Recovery:
Government incentive for private sector
• Incentive:
– Tax reduction/exemption
– Subsidization
– Help finding partners
– Etc.
THAMMASAT CONSULTING
Back Up
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Back Up
• Beach Campaign
– Patong Beach: Safe Beach and Recreational Activities
Focus : Modern Beach City Surfing, Sunbathing, Parachuting, Water-Skiing
– Kamala Beach: Safe Beach and Special Culture Orientation
Focus : Enriching Cultural Beach Site
– Phi Phi Island: A paradise island for relaxing, diving and other adventure
activities.
Focus : Retain its Concept of Paradise Island Diving, Bungy Jumping, etc.
– Khao Lak: Exclusive Beach for Couples and Families
Focus : Relaxed Beach Resort
Eco-tourisms definition
THAMMASAT CONSULTING
Back Up
I Farang Campaign
• Message:
– Being a good host contribute to the success of Thailand tourism industry
– Successful tourism industry contribute to National wealth
• Result:
– Strengthen Thailand’s competitive advantage – welcoming hospitality
– Repeat visits
THAMMASAT CONSULTING
Back Up
E-tourism
• What is E-tourism:
– Increase accessibility of tourism information via internet
– Enable online booking
– Offer personalized product and service
• Rational:
In this era, countries are moving toward new digital economy.
E-tourism is a new channel that will attract and retain visitors to Thailand
E-tourism is critical to cope with changing demand
• Implementation tactic:
– Cooperation with private sectors, i.e. hotels, credit cards, shopping centers
– Co-promotion will give mutual benefits to both parties
THAMMASAT CONSULTING
Back Up
• Rational:
– Current marketing strategy is placing too much emphasis on
traditional image of Thailand which is not a true picture of the
present situation and might create a wrong image
– Thailand is becoming a modern society with the more international
lifestyle. Our proposed marketing position is aiming to avoid creating
wrong expectation which could lead to dissatisfaction.
THAMMASAT CONSULTING
Back Up
• MICE:
– More resilience than other sectors during economic downturn
– Heavy spenders
– Represent large proportion (20%) of the total international tourist
– High growth segment (10% per year)
– 40% of visitors return for leisure visit
• Wedding/Honeymoon
– Fast growing segment
– Entail several tourist i.e. family and friends of the couple
– Long duration of stay
– High spenders (three times more than they would on the average 5-day
holiday)
– Suitable with the existing product offering of Thailand
THAMMASAT CONSULTING
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• How?
– Increase manmade tourism e.g. entertainment complex, shopping centers,
museum, etc.
– Hold world event to attract tourists
– Promote other natural destinations besides beaches i.e. forests, mountains,
etc.
– Promote different sports/adventurous activities e.g. rock climbing, skydiving,
etc.
– Promote both traditional Thai culture and the modern Thai society
THAMMASAT CONSULTING
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Finance Back-Up
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Finance Back-Up
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• 2005, TAT estimates that the number of foreign tourist will diminished by
15% due to the Tsunami.
• However, through our strategies, we’ll be able to recover the previous
number within 3 years.
• After that, the tourists number should grow normally as forecast by TAT,
since our strategies do not emphasized on increasing the number of
tourists.
THAMMASAT CONSULTING
Back Up
Finance Back-Up
• In 2005, our happiness on earth strategy is just in the initial stage. Also,
most of our effort will be on the recovery of Tsunami strategy.
• From 2007 onward, the expenditure per person should increase at a rapid
rate.
THAMMASAT CONSULTING
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Finance Back-Up
Financing Method
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Finance Back-Up
• TAT has estimated that the tsunami will cause a 47.66% decline in
number of tourism to the southern provinces in 2005.
• Through our Reshine of Andaman Campaign, we would be able to recover
the number of tourist by 2008
• The total expenditure will recover 1 year sooner due to the increase in
expenditure per tourist resulting from our strategy.
THAMMASAT CONSULTING