ABSTRACT
Date: Program: Course Authors Teacher Title Strategic question Purpose 2008-05-26 International Marketing Master Thesis International Marketing (EF0705) Parunya Vanasakul Ploychompoo Wankeao Supisra Arayaphong (830422) (850418) (831102) Tobias Eltebrandt The battle of DTAC in Thailand’s mobile phone operator market How can DTAC gain higher market share by focusing on customers in Bangkok? The purpose of this research is to investigate, analyze current competition between DTAC and other competitors with customer insight in order to find out the possibility for DTAC to gain more market share in Thai telecommunication market by focusing on customers in Bangkok area. Researchers apply ‘Business Strategy theory and Marketing mix for …show more content…

78 6.1 CONCLUSION ..................................................................................... 78 6.2 RECOMMENDATIONS ............................................................................. 80 7. REFERENCE ........................................................................................ 83 APPENDIX I: GLOSSARY .............................................................................. 86 APPENDIX II: INTERVIEW ............................................................................ 88 APPENDIX III: QUESTIONNAIRE............................................................ 91

List of Tables
Table 1: Area of distributed questionnaires………………………………………………………….18 Table 2: Weighted and rating score of external and internal factors………………….20 Table 3: Meaning of rating in external and internal factors…………………………………21 Table 4: Meaning of score range…………………………………………………………………………..23 Table 5: The result of external factors evaluation matrix…………………………………….24 Table 6: The result of internal factors evaluation matrix……………………………………..33 Table 7: The result of Questionnaires part 3………………………………………………………..59

List of Figures
Figure 1: Strategic Business Management model………………………………………………….6 Figure 2: Modified Strategic Business model for DTAC……..………………………………….7 Figure 3: Marketing Mix………………………………………………………………………………………….10 Figure 4: Competitive condition in the market………………………………………………………22 Figure 5: Position of AIS, DTAC and True concerning