02449nas|a2200253 i 450000500170000000800410001703500150005810000240007324501190009726000520021630000210026849000520028950001290034150200830047052012460055365000320179965000330183170000340186470000410189870000430193971000640198281000840204685600650213020260818222546.0100299s1996    th  uzm rtt  00|  a1eng d  a.b117390950 aPatravadee Pholpoul10aStrategic direction under a changing policy framework :ba case study of the telcommunication industry in Thailand  aBangkok :bAsian Institute of Technology,c1996  a135, [13] leaves1 aResearch studies project report ;vno. SM-96-11  aA research study submitted in a partial fulfillment of the requirements  for the degree of Master of Business Administration  aResearch Studies Project Report (M.B.A.) - Asian Institute of Technology, 1996  aUnder rapid changing environment in telecommunications industry, Thai  telecommunications companies will no longer be able to resume their monopoly power and  retain their competitiveness in the long run. This study attempts to identify strategic direction  for the Telephone Organization of Thailand (TOT) in order to maintain its leading position,  and to be able to retain its competitiveness in the market.  In this study, SWOT analysis is used to analyze and identify the company's strengths  and weaknesses, combining with environmental opportunities and threats identified based on  the Porter's Model. Strategic group analysis is integrated to determine the possible  alternatives.  The analysis of the finding result shows that TOT should focus on local market with  main services in metropolitan area. Telephone line and card phone are the highest potential  area for an expansion. Local market value-add service (ISDN) and new service (Internet) are  the second alternative to be focused. Proactive approach needs to be pursued instead of  reactive approach. Practically, TOT should improve its service capability and develop the core  competencies through various modes of transfer such as strategic alliances and joint ventures.10aTelecommunicationzThailand10aStrategic planningzThailand1 aJohri, Lalit M.,eChairperson1 aGupta, Joyti,eExamination Committee1 aSturm, Andreas,eExamination committee2 aThe Communication Authority of Thailand,eScholarship donor2 aAsian Institute of Technology.tResearch studies project report ;vno. SM-96-11  3Full-Textuhttp://203.159.5.9/ait-thesis/detail.php?q=B14623