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Marketing the Nation. Philip Kotler, Ph.D. Kellogg School of Management Northwestern University CEO Forum Bangkok, Thailand October 18, 2001. Strategy Development. Situation Analysis SWOT Objectives Strategies Implementation. Situation Analysis: Past Policies .

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marketing the nation
Marketing the Nation
  • Philip Kotler, Ph.D.
  • Kellogg School of Management
  • Northwestern University
  • CEO Forum
  • Bangkok, Thailand
  • October 18, 2001
strategy development
Strategy Development
  • Situation Analysis
    • SWOT
  • Objectives
  • Strategies
  • Implementation
situation analysis past policies
Situation Analysis: Past Policies
  • Thailand’s 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: ???
situation analysis strategy dilemma
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.
situation analysis thailand s strengths
Situation Analysis: Thailand’s 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
situation analysis thailand s weaknesses
Situation Analysis: Thailand’s Weaknesses
  • Bad bank loans
  • Credit crunch
  • Bankruptcies
  • Weak capital inflow
  • Unemployment
  • First, get out of the crisis.
  • Second, improve international competitiveness.
objective one escaping from the crisis
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.
objective two improving international competitiveness
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.
  • 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.
strategies industries to develop
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)
strategies encourage entrepreneurship
Strategies: Encourage Entrepreneurship
  • Ministry of Entrepreneur Development. One stop service and lending and training.
  • Micro-lending
  • Drucker’s suggestion
strategies support small and medium scale enterprises
Strategies: Support Small and Medium Scale Enterprises
  • SMEs that feed into LSEs.
  • SMEs that feed into international markets.
  • SMEs that feed into local markets.
strategies build places
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.
strategies import substitution
Strategies: Import Substitution
  • Machinery (raise tariff)
  • Grow flowers and fruit here that were imported
  • Grow quality beef
  • Role of government
  • Office of Opportunity Development
implementation government s role
Implementation: Government’s 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
implementation opportunity development
Implementation: Opportunity Development
  • September 11 creates new opportunities for Thailand. Every sector must develop a list of opportunities.
  • Needed: Opportunity Development Salesforce
    • Don’t wait for industry and investors to come here. Go and market to them.
  • 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.