Case Study 1

1
Case Study 1

• GodZilla and Armageddon
• the Infinite Episode of Thailand
• ?????????????????????????????
• (Deep Impact)
• ?????????????????????????? - ???????????????????
  ?????

2
Problem Critical in Thailand Retailing

• ????????????????????????????????????
  ????????????????? WTO ????????????????????????????
  ??????????????????????????????????????????????????
  ??????????????????????? ?????????????????????????
  ???????????????????????????????????????
  ?????????????????????????-??????
  ??????????????????????? ?????????????????????????
  ???????
• ??????????????????????????????????????????
  ??????????????????????????????????????????????????
  ? ??????????????????????????????????????????
  ??????????????????????????????????????? ??????
  ??????????????? ????? OT ????????????????
  ?????????? ????????????? ???????? ?????????
  ?????????????????????????????????????????? ???????

3
GodZilla Armageddon
Discount Term of Payment Entrance fee
Self and Advertising Fee etc
Purchasing Power
Manufacturers MFRs
Employee OT , Lay- off No-Bonus , No - Reward
Customers
Agriculture , Materials Suppliers --gt Customers
???????????????????????????????????????
???????????????????????
4
?????????????????????????????????? ?

• ??????????????????????????
• ??????????????????? ??????????????????????????????
  ????????
• ??????????????????????????? ????????
• ????????????? (Entrance Fee)
• ??????????????? (Shelf Administration)
• ?????????????????-?????? (Advertising Mailing
  List)
• ????????????? (Rebating)
• ???????????? - ???????? - ?????????????????
• ??????????????????????????????

5
EXIT to solute the problem
Self Management
Political and Legal

• Self Management
• Change strategy
• Innovation adaptation
• Approach the new target groups
• Integrated Purchasing to increase bargaining
  power
• IMC

• International Retailing Benchmarking
• Trade Competition legal
• Decentralization pubic administration in
  retailing control
• Seminar Training by Department of Internal
  Trade (www. dit.go.th)

6
Political and Legal How can we solve the
problem

• ?????????????????????????? ?????????????????????
  ????????????????????????????? ???????????????????
  ???????????? ???? ?????? Zoning ????
  ????????????????????
• ????????????????????????????????
  ?????????????????????????????????????????????????
  ????????????????????????????????
• ??????????????????????????? ????????????????????
  ???
• ????? (????? ?????? ???. ??????? ????????????ITV
  19/6/45)
• ???????????????????????????????????????????????
  ???????????????????????? ???. ????????????????????
  ????? 395 ???????
• ????? www.dit.go.th

7
Political and Legal How can we solve the problem

• ???????????????? ??????????????????????????????
  ?????? ????????????????????????????????????
  ?????????????????????????????
• ??????????????????????????????????????????????????
  ??
• ??????????????????????????????????????????????????
  ???????????
• ?????????????????????????????? ???????????????????
  ????????????
• ????? www.moc.go.th and www.dit.go.th

8
Self Management You can solve the problem with
your self

• ????????????????? ??????????????????????????????
  ???????????????????????????????? ??????? ???????
• ?????????????????? ??????????????????
  ????????????????? ???? ?????????????????
  ???????????????????????? ??????????
• ???????????? ???? ?????????????
  ?????????????????????? ?????????????????????????
  ??????????????????????????????
• ??????????????????????????????????????????????????
  ?????????? (Purchasing Service Provider)
  ??????????????????????????????????