Marketing Management Assignment Proposed Business Plan for Thai (Imaginary) Tourism Company with PESTEL of Thailand and SWOT analysis of the company.

1. MARKETING MANAGEMENT
ASSIGNMENT
Assignment no: A307
Roll no: 1334

2. CONTENTS
Introduction- Amazing Thailand
Sawadika! Co. Ltd
 PESTEL analysis of Thailand
SWOT analysis of Sawadika! Co. Ltd
Solutions and Suggestions
Conclusion

3. INTRODUCTION
The country that I’ve been assigned is Thailand and I was
extremely happy about it as I’ve visited the country and it’s
managed to make a place in my heart with just one visit. It is
very evident that tourism is the fastest growing and most
prosperous industry in the country as it has abundance of pure
virgin natural beauty so in this assignment I’ve decided to start
up my own tourism company named; Sawadika! Co. Ltd

4. Thailand is a country on
Southeast Asia’s Indochina
peninsula known for tropical
beaches, opulent royal palaces,
ancient ruins and ornate
temples displaying figures of
Buddha, a revered symbol. In
Bangkok, the capital, an
ultramodern cityscape rises
next to quiet canal and
riverside communities.
It is a truly blessed country,
friendly and fun-loving, exotic
and tropical, cultured and
historic, Thailand radiates a
golden hue from its glittering
temples and tropical beaches to
the ever-comforting Thai smile.

5. SAWADIKA! CO. LTD
Sawadika! Co. Ltd is one of the leading
tour operators in Thailand and globally
famous too. It’s head office is located in
Bangkok. We are proud to have a legacy
of about 25 years of impeccable service.
Our motto has always been “100%
customer satisfaction”. Our services
include ticketing, transportation,
insurance, stay and so forth. We also
own 20 hotels & resorts etc. and that
helps us provide the premium service to
our clients
Our team of takes a very personal
approach in creating your perfect
personal Thailand holiday (tour package
or tailor-made). We are in constant
communication with our local partners,
enabling us to provide you with the
utmost services available. We mainly
cater for individuals, couples, families
or small groups, who are looking for an
authentic, well-organized and

6. Who we are: A team of real
experts and travellers with a
passion for Thailand for over 25
years in the tourism business,
Sawadika! Co. Ltd
What we can offer: An extensive
list of tour programs and hotels
all over Thailand; An experienced
team to assist and accommodate
your travel needs the best we
can; A one-stop-service for easy
travel arrangements. The best
holiday experience of a lifetime.
Why choose us: We offer a
service of personalized travel
planning to make your dreams
and wishes come true. Let us be
your host and trust us with the
planning of your dream holidays
in the Land of Smile.
BUSINESS CARD

7. PESTEL ANALYSIS

8. PESTEL ANALYSIS OF THAILAND
POLITICS:
The politics of Thailand is currently conducted
within the framework of a constitutional monarchy,
whereby the Prime Minister is the head of
government and a hereditary monarch is head of
state. The judiciary is supposed to be independent
of the executive and the legislative branches,
although judicial rulings are suspected of being
based on political considerations rather than on
existing law.
Since the political reform of the absolute monarchy
in 1932, Thailand has had 19 constitutions and
charters. Throughout this time, the form of
government has ranged from military dictatorship to
electoral democracy, but all governments have
acknowledged a hereditary monarch as the head of
state.
Bhumibol Adulyadej,
Current monarch of
Thailand

9. ECONOMY:
With a well-developed infrastructure, a free-enterprise economy, and
generally pro-investment policies Thailand has historically had a
strong economy due in part to competitive industrial and agriculture
exports - mostly electronics, agricultural commodities, automobiles
and parts, and processed foods. The economy experienced slow
growth and declining exports in 2014, in part due to domestic
political turmoil and sluggish global demand. With full employment,
Thailand attracts an estimated 2-4 million migrant workers from
neighbouring countries, and faces labour shortages. Following the
May 2014 coup d’tat, tourism decreased 6-7% but is beginning to
recover. The household debt to GDP ratio is over 80%. The Thai
government in 2013 implemented a nation-wide 300 baht ($10) per
day minimum wage policy and deployed new tax reforms designed to
lower rates on middle-income earners. The Thai baht has remained
stable.

10. SOCIAL:
Nationality: Thai (singular and plural)
Ethnic groups:
Thai 95.9%, Burmese 2%, other 1.3%, unspecified 0.9% (2010 est.)
Languages: Thai (official) 90.7%, Burmese 1.3%, other 8%
note: English is a secondary language of the elite (2010 est.)
Religions: Buddhist (official) 93.6%, Muslim 4.9%, Christian 1.2%, other 0.2%,
none 0.1% (2010 est.)
Population:67,976,405
country comparison to the world: 21
Age structure:
0-14 years: 17.41% (male 6,062,868/female 5,774,631)
15-24 years: 14.78% (male 5,119,387/female 4,927,250)
25-54 years: 46.69% (male 15,675,425/female 16,061,864)
55-64 years: 11.26% (male 3,600,695/female 4,053,977)
65 years and over: 9.86% (male 2,935,703/female 3,764,605) (2015 est.)

11. TECHNOLOGY:
Thailand is still in the early stages of its technological developments (even
with some of the players investing significant capital to build infrastructure),
with much of the growth attributed to the involvement of Thailand's
democratic government.
Thailand has started to energetically embrace Internet in its many forms
across the marketplace. Over the last five years, admittedly starting from a
very low base, the estimated number of Internet users in Thailand has
increased six fold. ISPs also seem to be recovering from their earlier
reputation for unreliable performance. Now that the government has taken
the first steps to fix the regulatory regime, with CAT being sidelined from
the activities of the ISPs and the international Internet gateway market
having been opened up, there should be increased opportunities for the
development of the Internet in Thailand.
The information infrastructure is becoming more universal and less
expensive. Security, privacy protection, and trust are being enhanced so that
consumers will have more trust and confidence, and will try different
products and services in the future. These developments are creating great
opportunities E-Commerce solution providers, and E-Commerce-related
service.
Thailand has a very promising future in online and mobile marketing. Internet
and mobile users increase daily, and the many initiatives that are taking place
to penetrate this market are promising.

12. ENVIRONMENT:
Location: Southeastern Asia, bordering the Andaman Sea
and the Gulf of Thailand, southeast of Burma
Climate: tropical; rainy, warm, cloudy southwest
monsoon (mid-May to September); dry, cool northeast
monsoon (November to mid-March); southern isthmus
always hot and humid
Environment - current issues: air pollution from vehicle
emissions; water pollution from organic and factory
wastes; deforestation; soil erosion; wildlife populations
threatened by illegal hunting
Environment - international agreements: party to:
Biodiversity, Climate Change, Climate Change-Kyoto
Protocol, Desertification, Endangered Species, Hazardous
Wastes, Marine Life Conservation, Ozone Layer
Protection, Tropical Timber 83, Tropical Timber 94,
Wetlands
signed, but not ratified: Law of the Sea

13. LEGAL:
Legal system: civil law system with common law influences
International law organization participation: has not submitted an ICJ
jurisdiction declaration; non-party state to the ICC
Suffrage:18 years of age; universal and compulsory
Judicial branch: highest court(s): Supreme Court of Justice (consists of court
president, 6 vice-presidents, and NA judges, and organized into civil and
criminal divisions); Constitutional Court (consists of court president and 8
judges); Supreme Administrative Court (number of judges determined by
Judicial Commission of the Administrative Courts)
judge selection and term of office: Supreme Court judges selected by the
Judicial Commission of the Courts of Justice and approved by the monarch;
judges' terms NA; Constitutional Court justices - 3 judges drawn from the
Supreme Court, 2 judges drawn from the Administrative Court, and 4 judge
candidates selected by the Selective Committee for Judges of the
Constitutional Court and confirmed by the Senate; judges appointed by the
monarch to serve single 9-year terms; Supreme Administrative Court judges
selected by the Judicial Commission of the Administrative Courts and
appointed by the monarch; judge tenure NA
subordinate courts: courts of first instance and appeals courts within both
the judicial and administrative systems; military courts

14. Flag description:
five horizontal bands of red (top), white, blue (double width), white,
and red; the red colour symbolizes the nation and the blood of life;
white represents religion and the purity of Buddhism; blue stands for
the monarchy
note: similar to the flag of Costa Rica but with the blue and red
colours reversed

15. SWOT ANALYSIS

16. STRENGTHS:
Strong brand name
Customer satisfaction with repeat customers
Legacy of company
Affordable labour
Technically qualified workforce with industry knowledge
Mostly web based and does bookings online

17. WEAKNESSES:
Seasonal business
Language barrier
Depends completely on inflow of inbound foreign tourists
OPPORTUNITES:
 Unorganized small companies operating in tourism business
Unexplored areas can be popularised
Availability of ready to learn and get trained workforce

18. THREATS:
Political instability
Seeing successful business model other companies might follow
New companies with cheaper offers

19. SOLUTIONS AND SUGGESTIONS
Our company Sawadika! Co. Ltd could offer referral programs to
maintain customer loyalty as it is rewarding system and gets us new
customers too.
As the company is based in Bangkok itself we could provide our
customers with a authentic experience, food and culture with the help
of local expertise.
We could promote our company on social media platforms as it is the
best way to promote anything in today’s world.
We could also promote our company at tour and travel expos like
World Travel Market (WTM) which takes place in London, Arab Travel
Market (ATM) which takes place in Dubai and Internationale
Tourismus-Börse (ITB) which takes place in Berlin.
We could also tie up with Thai airways or any such airlines in order to
promote our brand and offer a 10% discount to our clients who travel

20. CONCLUSION
Thailand is a prospering country, moreover
tourism in Thailand is a booming industry
today. The country is mostly famous for its
people, their warmth and welcoming nature
always brings them back! Thailand is also a
very pocket friendly destination and thus it
makes the vacation a very relaxing and
rejuvenating experience. The country is a
virgin natural beauty, some parts of Thailand
are unexplored which gives it a potential for
adventure too. Thru our network and
associations we are able to provide our
customers with the best experience possible
in this beautiful country. Our company also
provides the best safety and security as the
customers are our number 1 priority. This