The potential of telecommunication-services penetration in the rural market of Thailand

Abstract

The purpose of this thesis is to present market opportunities for providing telecommunication-services of TT&T and marketing strategies based on the result of market survey conducted in Chonburi, Chiangmai, Nakhon Ratchasima and Songkhla, which reflects needs, satisfaction, and behavior of customer. The strategies of both marketing mix and improvement of customer satisfaction are recommended to apply during the period of recession from year 1999 to 2000 since there is no requirement of big investment. While a high potential of telecommunication-service is suggested to invest during the stage of economy recover in year 2001. The marketing mix is proposed in compatible to mission, long-term objective, short-term objective, and business strategy. The improvement actions of customer satisfaction in 15 major services are prioritized following its performance and its impact form the customer viewpoint. Selecting the highest potential of another telecommunication-service for TT&T could be achieved by analyzing strengths and weaknesses of TT&T. Also, the opportunity and threat from external environment, which involves economy, customer-orientation, technology, and politics. The final result is leased-line service, which is accepted by the financial feasibility study at IRR (Internal Rate of Return) = 93%. Moreover, the suitable marketing strategies are recommended.