A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management

Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1991

CTCI (Thailand) Co., Ltd is one of the subsidiary companies of CTCI Corporation. In 1987, CTCI Corporation, one of the leading engineering and construction firms in Taiwan with sales revenue over US$ 160 million in 1989, set up an engineering and construction subsidiary in Thailand. Therefore one of the important aspects for the company is how to penetrate this market. This study deals with the market assessment and corporate strategy for CTCI (Thailand) Co., Ltd. The market assessment is to analyze the history of the target segment petroleum and petrochemical industries and try to assess the business opportunities of engineering and construction services under this macro environment. By using the Harvard Policy Framework as a basis, the corporate strategy is formulated and implemented following the path of strategic management. First, by an analysis of the present situation of the company to identify the strengths and weaknesses of CTCI (Thai). Second, by business environment analysis to identify the opportunities and threats which present in Thailand ' s engineering and construction environment. Last, by taking the strengths, weaknesses, opportunities and threats into consideration, the corporate strategy is formulated and implemented through the project. management approach.