...

AEC



MBA, University of Hawaii
at Manoa, U.S.A. (..
2536)

()

(.. 2532)

Asia Pacific Advertising
Festival (AdFest)

(
)

Real Estate Real Marketing, Small But Work,

3
, Marketing Classroom, The

Intro :

(AEC)

World Change.
Business Change

2010 / 2015
0% IMPORT TAX (FTA / AFTA /
WTO)

AEC

ASEAN (Association of South East Asian

Nations)

:
1967(2510)
ASEAN
1967(2510)
5

-
1984(2527)

6
1995(2538)

1997(2540)
CLMV

1999(2542)

CAMBODIA

..

10

2015(2558) ASEAN Economic

Community

2018
80% OF WORK
FORCE TODAY
WILL DISSAPPEAR.

2020
CHINA WILL BECOME
WORLD ECONOMIC
LEADER.

2040
5 out of 8 biggest capitals in the world will be
in Asia
50% of world GDP will belong to Asia
Chinese language will be the most spoken
one.
60+% of worlds population will be in Asia
India will be perceived as the Intellectual
Capital of the World

FTA

AEC

ASEAN 10

ASEAN 10 : 583

( 9%

GDP 1,275

US$

FTA

AS-China

AS-Japan AS-Korea

FTA

AS-China

AS-Japan AS-Korea AS-India

+3
+6
EAFTA

( 2% GDP
)

AS-Australia
New Zealand

ASEAN (10) +China +Japan +Korea

East Asia FTA

CEPEA

Comprehensive
Economic
Partnership in East
Asia

ASEAN (10) +China +Japan +Korea +India + Australia + NZ

EAFTA ( +3) : 2,068

( 31% )

GDP 9,901
US$ (18% GDP )
CEPEA ( +6) : 3,284
(50% )

GDP 12,250
US$ (22% GDP )

204
0

The Changes of

Market
Call In

(Inter Connection Charge)

SMS & MMS

Call Out

SMS News
by The Nation

1900 Fortune Telling

Bug 1113

Need secondary and other sources of income to

support the main business

The Changes of

Market
Lubricatio
n
Services
Car Wash

Gasoline

Convenient Stor

Coffee Shop

Need secondary and third sources of

income to support
the main business

1
8

The Changes of Competitors

Digital Camera
Mobile Phone
Portable MP3
PDA/Organizer

Portable Mov

VDO Camera

Game
e-Book

Portable Computer
Mobile Internet

Portable TV

Credit/Debit Card

- A customer design and chooses

his/her own materials

Source : Philip Kotler, June 2, 2009, Bangkok Thailand

AEC

23

24

25

(Idea)

(Business

Analysis)
(Goals or Objectives)
(Strategies)
(Tactic)

(Action Plan
and Budget)
(Control and
Evaluation)

26


(Business Analysis)

Key Success Factor

28

1.(BUSINESS IDEA)

29

(BUSINESS IDEA)
Dimple Art

?
?

30

Dimpleart.com

31

Workshop

( )

( /

/

)

32

33

34

2.

(Business Analysis)
1.

2.

3.
4.

(Key Success and Key

Failure)
(STRENGTH),
(WEAKNESS),

(OPPORTUNITY) (
THREAT )

35

 Pocket Book

40-50%
15-25%

10%

25-30%

30 -60

6-12

(
)

36

60-90

37

LOOK OUT

LOOK IN

**

S.W.O.T Analysis
S = STRENGTHS

W = WEAKNESSES

O = OPPORTUNITIES

T = THREATS

AEC (Opportunities)

//

10

, 10

2555

(AEC) 255

AEC (Threats)

//

10

2555

CLMV

, 10

(AEC) 255

 (AEC) 25

(CLMV)

 (AEC) 25

(OEM)

( )

45

45

(COMPETITIVE

FORCE ANALYSIS)

Threat of Entry
* Entrants *
Threat
Bargaining

Bargaining

Supplier PowerPower Industry Competitors

Power
* Suppliers *
*Intensity of Rivalry*

Buyer Power
* Buyers *

Threat

Threat of Substitutes
* Substitutes*

Source: Michel E Porter

46

: WHO ?

: WHAT ?

: WHY?

: WHO

PARTICIPATES ?

: WHERE ?
: WHEN ?
: HOW ?

47

Old

48

New
Life Style

A=
I =
O=

Activities
Interest
Opinion

49

AIO Framework

50

: Plummer.
J.T. (1974) cited
in Gunter, B. &Fumham. A. (1992)

(Strategic Business Plan Direction)

Business Model

52

3. (Goals or
Objectives)

Vision and
Mission

Objectives
5

54

Vision and Mission

(Vision)

- What we want to

be (
?) TUF

(Mission)

Why we exist

(

?) TUF

56
-

1.

2.
3.
4.

5.

5
2555

20
2558

10%

5%
...... 2560

5%

(Alternatives)

20
3
1.

2.

E-commerce
3.

+ Fair

5%
1.

2.

3.

1.

2.
3.
4.

1 1

) 2

10%

3
59

59

(Alternatives)

1.

2.
3.

2
1.

(OEM)
2.

3.

4.

Trader

60

4. (Strategies)

= Vision and Mission

= Objectives

61






Overall Cost
Leadership

Customer Focus

Differentiation

Product
Leadership

Low Cost Low Price Strategic

Lead
Big C, Tesco Lotus
Low Cost

Just25 100

63

64

5-star beds
Power showers
Central & convenient locations
Clean environment
24-hour security

5-star beds at a 1-star

prices
65

Pay Per Use

Breakfast Set

Hair Dryer
Air Conditioning
Insurance

Towel Rental & Toiletries

Entertainment Package
Wifi

66

Lub D Hostel

67

68

Customer Focus Strategic Lead

Baby Mind

R-Ma
Mandarin Oriental Dhara
Dhevi

69

Product Leadership Strategic Lead

/
Harnn

70

()

Differentiation Strategic Lead

()

Anything

72

Anything

73

Anything

"Anything"

74

Anything

Barcode

Anything

75

Anything

Anything
Whatever

Anything
Whatever

....
76

77

: Karndee Leopairote, Ph.D. | Thammasat Business School |

2010



AEC

Low Cost Low Price

AEC
Economy of Scale AEC

(


)
(OEM) AEC

AEC
80



AEC

AEC

AEC

AEC

Asia Brand AEC +

)
81


AEC

Supply

Chain (

82

Workshop

10 )

(
)

()

(






)
83

85

5.
(Tactic)

86

4Ps and 4Cs of

Marketing
4Ps
Product
Price
Place
Promotion

4Cs
Customer needs and
wants

Cost to the customer

Convenience

Communication
87

88

89

89

90

Coffee Store
Coffee

Hot

Cold

Frappe

Espresso
Americano

35
35

40
40

45
45

Cappuccin
o
Late
Late
honey
Mocca
Coco

35

40

45

35
35

40
40

45
45

35

40

45

35

40

45

35

40
40

45
45

91

???

(Fixed cost)

(Variable Cost)

92


(Fixed Cost)

5,000

216

12,000

23,500
35,000
1,250
2,000

/ 93


(Variable cost)

(Direct Material)

1 kg. = 330
1 g.= 0.33

1 kg. = 160
1 g. = 0.16

1 kg.=142
1 g. = 0.142

1 400 ml. = 22.92

1ml. = 0.057

94



1. = 28

1.5

28/1,500 = 0.02

+
=
2.7

+
=
2.9

60 14
0.23

95

 = 0.32 /

= 1.06 /

= 30 /

100

0.3

400 ml. 22.92

1 ml. = 0.057

48.93
1
1 ml. = 0.049

4,000 /

96




Coffee

Hot

Cold

Frappe

Espresso

5.57

7.85

8.15

Americano
Cappuccino
Late
Late honey
Mocca
Coco

5.57
7.28
7.38
8
9.78
7.32
11.39

9.43
14.46
13.09
14.34
12.06
10.87
10.98
11.57

9.53
14.76
13.19
16.54
12.16
10.97
11.18
-

97

12,000 /

6.67 /

98

5,000

2.78
23,500
0.21

35,000
0.31

/
99

1,250
0.01
/
2,000
0.02
/
216

0.12

4,000 /
2.22
/
100

Coffee

Hot

Cold

Frappe

Espresso

17.91

20.19

20.49

Americano
Cappuccin
o
Late
Late honey
Mocca
Coco

17.91
19.62

21.77
26.80

21.87
27.10

19.72
20.34
22.12
19.66
23.73

25.43
26.68
24.40
23.21
23.32
23.91

25.53
28.88
24.50
23.31
23.52
-

101

Coffee

Hot

Cold

Frappe

Espresso

17.09

19.81

24.15

Americano
Cappuccino
Late
Late honey
Mocca
Coco

17.09
15.38
15.28
14.66
12.88
15.34
11.27

18.23
13.23
14.57
13.32
15.60
16.79
16.68
16.09

23.13
17.90
19.47
16.12
20.50
21.69
21.48
-

102

103

 (Tactic)

Cafe LU

104

Collection
3

()

105

Outlet Store

106

108

6.

(Action
Plan and Budget)

109

Action Plan

110

Action Plan

111

Action Plan

112

Action Plan

113

Action Plan

114

 7.

(Control and Evaluation)


(Sales Analysis)

(Market Share

Analysis)

(Marketing Expense-to-Sales Analysis)
(Efficiency Control)
Sales Force Efficiency
Advertising Efficiency
Sales Promotion Efficiency
Direct Marketing Efficiency
Etc.
116
Marketing Audit

Workshop

Workshop

12
118

Email: witawat@tbs.tu.ac.th