AI SearchAssessment of buyer perceptions : a case study of exporting aluminium packaging tube production lines
Call Number: AIT RSPR no. SM-92-10 Material type:
SeriesSeries: Asian Institute of Technology. Research studies project report ; no. SM-92-10Publication details: Bangkok : Asian Institute of Technology, 1992Description: [49] leaves : illSubject(s): Online resources: Dissertation note: Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1992 Summary: This study deals with a marketing problem faced by an aluminum packaging tube making machinery manufacturer located in Thailand . This manufacturer - a German, Thai joint venture - virtually controls t he Asian market and has sold machinery even to top companies in Japan. During t he last three years, this company has been trying to sell this machinery in Europe. In spite of a substantial cost advantage vis-a vis the European companies these efforts have not succeeded. This research study is an attempt to examine this issue in detail. In this study, firstly an effort has been made to identify the predominant force which governs this industry's competition. In this particular case the predominant force is the customer's bargaining power. Effort was then d irected towards looking into the actual buying process that an indust rial customer follows the different criterion used by the customer during the buying process I have been focussed upon. j On the basis of these criterion, selected potential cust omers were interviewed and their different expectations were examined. These expec.tations were studied against what the company in Thailand is actually providing with a view towards bringing out the "gap". Based on this analysis some suggestions have been made to facilitate the entry of the firm into the European market .
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A research study submitted in partial fulfillment of the requirement for the degree of Master of Business Administration.
Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1992
This study deals with a marketing problem faced by an aluminum packaging tube making machinery manufacturer located in Thailand . This manufacturer - a German, Thai joint venture - virtually controls t he Asian market and has sold machinery even to top companies in Japan. During t he last three years, this company has been trying to sell this machinery in Europe. In spite of a substantial cost advantage vis-a vis the European companies these efforts have not succeeded. This research study is an attempt to examine this issue in detail. In this study, firstly an effort has been made to identify the predominant force which governs this industry's competition. In this particular case the predominant force is the customer's bargaining power. Effort was then d irected towards looking into the actual buying process that an indust rial customer follows the different criterion used by the customer during the buying process I have been focussed upon. j On the basis of these criterion, selected potential cust omers were interviewed and their different expectations were examined. These expec.tations were studied against what the company in Thailand is actually providing with a view towards bringing out the "gap". Based on this analysis some suggestions have been made to facilitate the entry of the firm into the European market .
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