Purpose - The purpose of the thesis is “To explore the Thai ICT market and identify
differences with the leading market” Where the research questions are:
1. How are the main actors influencing the ICT market in Thailand?
2. How can the ICT market in Thailand be improved by identifying the gaps to
the leading market?
Method – For reaching the purpose a qualitative case study has been carried out,
methods that are used are interviews, observations, document studies and literature
study. Secondary data has been collected from document studies and was compiled in
excel documents. Primary data has been collected from interviews, employees at
Ericsson in Thailand has contributed when gather data about organizational
culture. Interview with representatives from institutions in Thailand were made to
achieve current data. Interviews were made to receive a primary source of information
with high focus on the thesis subject and strengthen by secondary data.
Findings – The most urgent problem to improve the ICT market in Thailand is to
develop the infrastructure. The infrastructure needs to be developed in rural areas and
urban areas. Institutions in ICT need to do active work on the market in order to
expand and develop the market. Service operator’s needs to standardise and offer less
price plans in order to minimize confusion among the consumers. The consumers
need to increase their usage of ICT services in order to decrease the gap to the leading
ICT market. One solution could be that the government push the development with all
actors on the ICT market. Changing the foreign business act can lead to investments
needed to expand the infrastructure. Further, creating a demand of higher technology
from the consumer’s perspective will pressure the actors to develop robust network of
high technology and benefit future development of technology.
Implications – This study has been carried out on location in Thailand but
communication has not been made in the national language in Thailand, which can
contribute to misunderstandings of data. The study´s result is strengthened by being
on location in Thailand, gathering primary data by interviews and do observations on
place in the target environment.
Delimitations – The delimitations have been made to look at the ICT market from
Thailand’s perspective with learning’s from Sweden. Further, delimitations to explore
the main actors that are influencing the market has been done. A market has many
environmental forces and they needed to be restricted in this study.
2015. , 83 p.
Telecommunication, ICT, Thailand, Actors, Internationalization, Benchmarking, Culture, Strategic Management, Sweden
JTH, Industrial Engineering and Management; JTH, Industrial Engineering and Management