An Intern Project submitted in partial fulfillment of the requirements for the degree of Master of Business Administration in Business Administration

Intern Project (M.B.A.) - Asian Institute of Technology, 2020

Punica publish has been in comic business for more than a decade. As Punica is owning various quality contents, the CEO wants to diversify the product. With CEO passion to boardgame, Punica is aiming to make boardgames from its own content. At the time, boardgame market has been growing rapidly which is a good sign. This intern project aims to gain customer insight from boardgame consumer in Thailand in different target group. The main data collection is qualitative interview with target group supported by outsourced data from existing boardgame developer in the market. The result shows some useful insight that could answer some questions such as 2Which group of customers are price sensitive3 and 2What boardgame features should be avoid for certain customer group3. At the end, the author provides a couple of advices to generate revenue in the future.