가구 산업의 대표 브랜드인 IKEA 의 SWOT 분석을 통한 태국시장의 진출가능성을 판가름한 래포트
2. Present Situation
b. Present Market
3. Target Market
a. Description of Thailand
b. Target Market
c. Product Positioning
d. Promotion and Advertising
5. Success Measure
This research paper is based on assumptions of Ikea’s attempt entering new market in Bangkok, Thailand. All of the research works done by Internet resources and electronic library databases. The reasons I choose Thailand to enter with Ikea products is to know why many foreign investors attracted by Thailand market, and what are the economic and governmental factors to operate businesses. In fact, my research started wondering how Asian economic crisis started, and that it is very valuable to know the Thailand market in firm’s standpoint.
Bartlett, Christopher A. and Ghoshal, Sumantra
1995 Transnational Management. Craig B. (Eds.) 2nd ed. Boston MA:The MCGRAW-HILL COMPANIES, INC
Hall, Roger L.
1990 Positioning strategy. Market Research. Jun 90. Vol. 2. Issue 2. p5, 5p, 2bw