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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 邱宏仁(Carlos Chiu) | |
| dc.contributor.author | Pawaree Kruawong | en |
| dc.contributor.author | 白薈玉 | zh_TW |
| dc.date.accessioned | 2021-06-15T11:32:21Z | - |
| dc.date.available | 2018-08-25 | |
| dc.date.copyright | 2016-08-25 | |
| dc.date.issued | 2016 | |
| dc.date.submitted | 2016-08-17 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/49513 | - |
| dc.description.abstract | There is a strong trend of wearables across the world. There are several both existing and new players emulating this market opportunity. In this research, several analysis tools including Grant (Grant, 2010)’s competing in the present, preparing for the future, PEST,SWOT, Hofstede model (The Hofstede Centre, 2016), perception map and 4Ps (Kotler,Keller, Ang, Leong, & Tan, 2012) are implemented. Besides the analysis of strategies and marketing execution, recommendations are also provided based on marketing and platform strategies (Geoffrey Parker, 2013). It was found out that Thai’s running is booming and there have been a cruel fight among wearables providers for a few years. Thailand economy and government policy are moderately friendly to exercising market. Thai people are highly collective and feminine society while technology is on the rise. The result of the perception map analysis shows that among competitors of wearables, Garmin’s brand is
perceived as the best functionality whereas Apple is perceived as stylish and good quality. According to these results, it is recommended that Garmin should implement influencers such as famous athletes, sport-lifestyle celebrity and bloggers to promote Garmin’s products and brand. Besides marketing strategy, platform strategy is also highly recommended because the platform strategy equip Garmin with distinctive and sustainable position in this market. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-15T11:32:21Z (GMT). No. of bitstreams: 1 ntu-105-R03749046-1.pdf: 2817318 bytes, checksum: 87ae4d14821e3e4388402fd2ebe18fd4 (MD5) Previous issue date: 2016 | en |
| dc.description.tableofcontents | Table of Contents
1. Background of Enterprise ............................................................................................ 1 2. Garmin ......................................................................................................................... 4 2.1 Static (Competing for Present) .................................................................................. 5 2.1.1 Product Market Scope ........................................................................................ 5 2.1.2 Geographical Scope ............................................................................................ 6 2.1.3 Vertical Scope..................................................................................................... 7 2.2 Dynamic (Preparing for the Future) .......................................................................... 8 2.2.1 Garmin’s Vision ................................................................................................. 8 2.2.2 Mission statement ............................................................................................... 8 2.2.3 Performance goals .............................................................................................. 8 2.2.4 Acquisitions in 2016 ........................................................................................... 9 2.2.5 Human Capital .................................................................................................... 9 2.2.6 Financial Performance in 2014-2015 of Garmin and Fitbit ............................. 11 3. Market analysis - Thailand ........................................................................................ 14 PEST (Political, Economic, Social/Culture, Technology) ............................................ 14 3.1 Politic ................................................................................................................... 14 3.2 Economic ............................................................................................................. 15 3.3 Social/Culture ...................................................................................................... 17 3.4 Technology .......................................................................................................... 20 4. Garmin in Thailand .................................................................................................... 22 A Local Distributor in Thailand .................................................................................... 23 4.1 Value Chain of Garmin in Thailand compared to Garmin in Taiwan ..................... 24 4.2 SWOT Analysis for Garmin in Thailand ................................................................ 25 4.3 Marketing and Sales of Garmin in Thailand ...................................................... 27 Product ....................................................................................................................... 27 Price ........................................................................................................................... 27 Promotion .................................................................................................................. 28 Place........................................................................................................................... 30 Perceptual Map .............................................................................................................. 31 Methodology .............................................................................................................. 31 Sample ....................................................................................................................... 32 Result ......................................................................................................................... 34 5. Recommendation ....................................................................................................... 36 Human and other Resources .......................................................................................... 36 Marketing Strategies for Thai Market ........................................................................... 36 Key Opinion Leader (KOL) ...................................................................................... 36 Setting up Garmin running club ................................................................................ 37 Online channel ........................................................................................................... 37 Platform Strategy for Thai Market ................................................................................ 38 Dedicate/Separate a team to support this platform Connect IQ ................................ 42 Engage to high school or university students ............................................................ 42 Quality Control of apps ............................................................................................. 42 References ......................................................................................................................... 44 | |
| dc.language.iso | en | |
| dc.subject | 平台 | zh_TW |
| dc.subject | 泰國 | zh_TW |
| dc.subject | 策略 | zh_TW |
| dc.subject | 行銷 | zh_TW |
| dc.subject | Strategy | en |
| dc.subject | Marketing | en |
| dc.subject | Wearable | en |
| dc.subject | Thailand | en |
| dc.subject | Platform | en |
| dc.title | 泰國穿戴式裝置市場的平台及行銷策略 | zh_TW |
| dc.title | Platform and Marketing Strategy for Wearables Market in
Thailand | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 104-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | Min-Chih Miao(Min-Chih Miao),張勝雄(Sheng-Hsiung Chang) | |
| dc.subject.keyword | 泰國,平台,策略,行銷, | zh_TW |
| dc.subject.keyword | Thailand,Wearable,Marketing,Strategy,Platform, | en |
| dc.relation.page | 48 | |
| dc.identifier.doi | 10.6342/NTU201602807 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2016-08-17 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 企業管理碩士專班 | zh_TW |
| 顯示於系所單位： | 管理學院企業管理專班(Global MBA) | |
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|---|---|---|---|
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