Tesco Online Marketing Research in Thailands Markets

Assignment 1 – 50% Marketing Research Proposal – Individual Assignment Tesco-Online Thailand’s Failure to Penetrate Thai Markets Marketing Proposal Student Name: Weerapat Bhattharadheerakul Student ID: S00805162 Course Title: Digital Marketing Research Instructors Name: Gabriella Kerezturi Regent’s University London November 2014 Content Page Title Page 1 Table of contents 2 Executive Summary 3 1. Introduction 4 a. Industry Overview 5 b. Organisational Background 5 c. Business Objectives 5 d. Problem Statement 5 e. Research Aim and Objectives 6 2. Research Methodology 6 f.†¦show more content†¦Makro, a whole sale retail outlet holds 16% of the market share (Jitpleecheep, 2014: Appendix B). The retail industry of Thailand accounts up to 1.4 trillion baht, which is close to 27 billion pounds. 40% of 1.4 trillion baht is from the modern trade which incorporates the major hypermarkets and their online shopping websites (Appendix C). It is expected that over time, the market of the retail industry is to grow by 3% to 5% each year, thereby a consistent competition is expected for Tesco Lotus and Big C super centres. In terms of online market, the global online grocery sales accounted for only 4% of all food retailers (Mintel, 2014; Appendix D). The internet has indeed penetrated greatly into Thai consumers. Currently over 31% of the consumers use the internet, with majority of them being within the age group of 15 to 29 years old (Appendix E). It is easily anticipate that consumers are continue to increase wit h internet usage rates thereby opening up a market for selling grocery items for online users. By 2012, Nielsen (2011) states that the e-commerce business in Thailand would reach close to 9 billion Baht which is approximately 173 million pounds. A research conducted by Kasikorn Thai Research (2012), a leading commercial bank in Thailand, suggested that a gain in 5% is expected each year for this market. 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