slide du lịch thái lan

1. Phon Navuth
2. Dheeraj Mudgil
3. Rossi Pan
4. Paranee Pihakaendr
5. Nguyen Thanh Tu
6. Nguyen Vo A Vy


Contents
A. Executive Summary
1. Situation Analysis
Thailand Environment Analysis
Phuket Environment Analysis

B. Marketing
Plan Rationale

Phuket Competitors Analysis
Phuket Potential Market Analysis
SWOT Analysis
2. Selected Marketing Strategy
Market Segmentation, Target, Position Approaches
Marketing Mix (8 P’s)
3. Activities Plan

C. Implementation
Plan

4. Marketing Budget
5. Control Procedures
6. Evaluation Procedures

Mission and Objective
Marketing strategies for Phuket island
to increase the tourists
after tsunami in year 2004

Promote Phuket
tourism after
the tsunami

Develop Phuket
sustainable
tourism growth

Increase number of
current target markets and
potential markets to 15%


Tourism Situation
Number of International Tourists
arrival to Thailand

1,11% decrease from
the previous year
because of the tsunami
and disturbance in 3
provinces in Southern
Thailand

Number of Tourist (Million)
12.00

11.65

11.52

2004

2005

11.50
11.00

10.80

10.50

10.00

10.00
9.50
9.00
2002

2003

Number of Tourist (Million)

Table 1: Number of International Tourists arrival to Thailand
Year

Number of Tourist (Million)

Percentage of change (%)

2002

10.80

-

2003

10.00

-7.40741

2004

11.65

16.5

2005

11.52

-1.11588

Source: Thailand Tourism Authority

Americans and Oceania's
continuingly visit Thailand
after the tsunami because
they are cultural tourists
and because of big sale
promotion


Thailand Tourism Revenue
After tsunami happened,
the numbers of tourists
immediately decrease

International arrivals
strongly increase
from 2003 to 2004,
450,000.00
384,359.77

400,000.00

358,000.00

350,000.00

323,484.00

309,269.00

334716.79

300,000.00

317224.62

299,047.00

289986.81

250,000.00
200,000.00

223732.14

235337.15

150,000.00
100,000.00
50,000.00
0.00
2001

2002

2003

International Tourist Arrivals

2004

2005

Domestic trip
increase from
2002 to 2005
although having
crisis on
December 2004

Domestic Tourist

That why the revenue from International tourism
2005 are lower than 2004.


Table 2: International Tourism Arrival to Thailand by East Asia Countries
Unit: Thousand Tourists
Country of

2002

2003

Number

ASEAN

176,180

18.73

175,902

17.66

269,585

22.04

200,518

23.39

727

0.08

851

0.09

978

0.08

888

0.10

Cambodia

5,344

0.57

7,441

0.75

7,767

0.63

8,089

0.94

Indonesia

11,709

1.24

11,589

1.16

16,870

1.38

11,605

1.35

7,320

0.78

8,020

0.81

9,174

0.75

12,072

1.41

Malaysia

88,751

9.44

81,070

8.14

148,685

12.15

91,449

10.67

Myanmar

3,967

0.42

3,413

0.34

4,300

0.35

4,681

0.55

Philippines

9,613

1.02

10,749

1.08

11,810

0.97

12,417

1.45

Singapore

41,496

4.41

44,069

4.42

57,134

4.67

48,521

5.66

7,253

0.77

8,700

0.87

12,867

1.05

10,796

1.26

China

71,628

7.61

76,398

7.67

107,786

8.81

29,087

3.39

Hong Kong

25,429

2.70

37,869

3.80

74,088

6.06

16,299

1.90

Japan

96,345

10.24

107,362

10.78

111,389

9.11

98,071

11.44

Korea

75,506

8.03

94,612

9.50

102,299

8.36

52,732

6.15

Taiwan

57,720

6.14

46,640

4.68

60,311

4.93

20,374

2.38

Others

874

0.09

979

0.10

1,442

0.12

781

0.09

503,682

54

539,762

54.18

726,900

59.42

417,862

48.74

Laos

Vietnam

Total

Number

% Share

Number

2005

Residence

Brunei

% Share

2004

% Share

Number

% Share


Europe Tourists arrival to Thailand
Russia, East
Europe and Italy
were in bad
situation while they
are the main
markets

Number of Europe tourists to Thailand

400000

328,959
279,625

300000

298,260

273,115

200000
100000
0
2002

2003

2004
Year

2005

Bird flu epidemic also
stressed the
unsecured image of
this region

Phuket Destination
Number of Tourists arrived to Phuket
4000000
2607375

2520651

3270459

3000000
2000000
1146851
1000000
0
2002

2003

2004

2005

Year

Year

Year

Number of tourists arrived to Phuket

Number of Tourists Arrived to
Phuket

Percentage
Change

2002

2,607,375

2003

2,520,651

-3.44054

2004

3,270,459

22.92669

2005

1,146,851

-185.169

2005, the number of
tourist decreased
rapidly from 3,270,459
thousand on 2004 to
1,146,851 thousand on
2005, the growth is 185.17%.


Phuket Environmental Analysis

The beach is fully discovered better than before

Installed the regional tsunami warning
system to guarantee Phuket’s safety

The beach is white clean with crystal
clear water; new species of fish are
found because of the big wave

Hotels and attractions are fully revived


Phuket Competitors Analysis
Direct domestic competitors
Surat Thani Province (Samui Island,
Pha-ngan Island and Tao Island)
Krabi Province (Lanta Island, Phi Phi Islands)
Prachuap Khiri Khan Province (Hua-Hin and
Cha-am)
Satun Province (Tarutao Island)

Tarutao Island
Hua-Hin

Samui Island


Phuket Competitors Analysis
Indirect domestic competitors

-Bangkok Province
-Chiang-Mai Province
Chiang-Mai


Phuket Competitors Analysis
Direct international Competitors

Goa, India
Bali Island (Indonesia)


Phuket Competitors Analysis
Indirect international Competitor

Hong Kong

a
e
r

Ko


Phuket Potential Markets Analysis
Potential Markets of Phuket Destination
250,000

Potential markets:

200,000

The United States and
Australia

150,000
100,000
50,000
1
China

2
Hong Kong

3
Korea

Potential Asian
countries:

4

Australia

U.S.A.

2002

2003

2004

2005

China

31,789

26,326

119,384

51,078

Hong Kong

49,849

54,282

230,890

31,579

Korea

40,080

52,713

120,367

102,964

Australia

96,343

90,771

192,209

127,815

U.S.A.

89,715

96,151

104,763

51,113

Nationality

China, Hong Kong
and Korea


SWOT Analysis
Phuket is one of the most beautiful
beaches in the world.

STRENGTHS

Ample accommodation and infrastructure
ready to serve the tourists
Newly launched Suvarnabhumi International
Airport that has the largest passenger terminal
in the world ready to serve the tourists.
Many low-cost airlines fly to Thailand
New species of fish are found in the sea
Thai hospitality
Low cost of living


SWOT Analysis
Some local people cannot
communicate in English

WEAKNESSESS
The political situation and the
disturbance in the three southern
provinces make tourists think that
traveling in Thailand is not safe.


SWOT Analysis

OPPORTUNITIES
Tsunami warning system can assure the safety
of the tourists
The nature and environment is fully recovered.
The growth of economics scale in neighboring
countries


SWOT Analysis

THREATS

The Tsunami left behind the
impact in Thailand tourism
history
Other new neighboring attractions i.e.
Hong Kong Disneyland.
There are visitors who are still
shocked or have lost the love ones
by the unexpected terrible damage.
Most travelers lacked correct and precise

information, so they were not assured about the
situation in Thai coastal attractions.
Economic crisis in some region


STP Analysis for Phuket Island
MARKET SEGMENTATION
300,000

Table 7: The Main Market of Phuket Destination
Unit: Thousand Tourists
Nationality

2002

2003

2004

2005

60,527

58,324

103,766

42,586

165,137

143,062

206,381

44,662

264,877

211,297

232,680

27,590

261,387

227,200

210,950

77,052

149,021

176,697

201,316

68,844

192,876

195,392

242,704

98,713

250,000
Singapore

200,000
150,000

Japan

100,000
Taiwan

50,000
-

Germany

Year
Sweden

Singapore

Japan

Taiwan

Germany

Sweden

U.K.
U.K.

Source: Thailand Tourism Authority

Although 2005, the level strongly decrease of tourists to
Phuket, but it is still importance role for Phuket getting
profit from hospitality and travel industry.


STP Analysis for Phuket Island
TARGET
MARKETS

Look for the best service quality
with reasonable prices

Age from 35 years old

From upper-middle class
Newly married
(honeymoon)

People can afford this kind of service
and they are willing to pay for it

Newly married couples seek for a romantic
place for them to enjoy and memorize their
once in a lifetime experience

Older married couples Older married couples are most satisfied
with financial position and money saved
(Empty Nest I)

They are interested in travel,
recreation, and self-education.
Meeting, Incentives,
Conference, Exhibition
(MICE) Market

The market will also be expanded to MICE
market, which is becoming popular and is
another way to promote Phuket tourism.


STP Analysis for Phuket Island
POSITION
APPROACHES
The Island for honeymooners

One of the beautiful beaches in the world for
premium customers with reasonable price

Island for family relaxation (various activities offered
for example scuba diving, sightseeing, etc)


Marketing Mix (8 P’s)
Product
™ Phuket Island and its
spectacular attractions
™ Accommodation
™ Festivals and Activities


Marketing Mix (8 P’s)

Price
Accommodation
Luxury hotels and spa
Hotels below 4 stars
Home stay and
bungalow

30 USD – 250 USD

Convenient transportation
system for inbound and
outbound tourists.
Prices are varied
depending on modes of
transport and destinations

Marketing Mix (8 P’s)

Place
Getting to Phuket
from abroad

Getting around Phuket

By Air: there are several direct flights between Phuket
and international destinations, e.g. Kuala Lumpur, Hong
Kong, Penang, Singapore, and Sydney.
Transportation to and from the airport: the tourism can
go by bus, by car, by rail, by ferry.

Car rental service, Motorcycle
taxi, Songthaeo and Tuk-Tuk

Getting to nearby provinces

By bus, Taxi & vans,
By air


Marketing Mix (8 P’s)

Promotion
Advertising

Personal Selling

Conducted by mass media, magazine, and internet. i.e.
Phuket.Net,including travel information, accommodation,
tours and activities, dining, shopping, real estate, classified
ads and business directory.
Travel agency representatives will come and recommend the
tour packages or accommodations for interested tourists.

Public Relation

The most effective means of promotion to sweep away the
bad image about Phuket after the tsunami.

Sales Promotion

Regularly conducted by private sectors to stimulate the
tourism in Phuket especially in low season. The government
gives the support by doing the public relation to assure the
safeness in travelling in Phuket.

Direct Marketing

Provide fully informative websites about Phuket tourism
where the tourists can interact with Phuket’s tourism agents
and accommodations as well.