Case Studies of Thai

September 18, 2006 1
The Case Studies of Thai Entrepreneurs

กรณีศึกษาของวิสาหกิจไทย
ปรีดา ยังสุขสถาพร
หลักสูตรบริหารธุรกิจมหาบัณฑิต
สาขาวิชาการจัดการนวัตกรรม รุนที่ 1
มหาวิทยาลัยรามคําแหง รวมกับ
สํานักงานนวัตกรรมแหงชาติ

สมองคนเราหนักประมาณ 3%
ของน้ําหนักของรางกาย
แตใชเลือดไปเลี้ยงถึง 15% ของ
เลือดทั้งหมด
Discover the entrepreneur in you
What is an
entrepreneur?
A person who
organizes, operates and
assumes the risk for a
business venture

The origin of entrepreneur
Date: 1800 – 1900
French language
Origin– entreprendre
Means – enterprise
[countable noun]
someone who is willing to risk their money in order to
make a profit or start a new company

What is an entrepreneur?
Many people like to think of themselves as
entrepreneurs.
They may not have actually started a business at
some point in their lives, but they believe they
could under the right conditions.
Chances are they're fooling themselves.

Entrepreneurs are a special breed.
It takes a certain blend of determination,
persistence and guts to turn a business dream into a
going venture.
There are thousands of accountants, clerks,
plumbers, lawyers and managers who tried to
launch a business and failed.
Yet some do succeed.

Entrepreneur ≠ Owner

To determine whether you have what it takes to be
a successful entrepreneur, take the following quiz
http://www.startupjournal.com/howto/soundadvice/20030317-mancuso.html

Question 1
An entrepreneur is most commonly the __________
child in the family.
oldest
middle
youngest
doesn’t matter

Question 2
Usually, an individual’s entrepreneurial tendency first
appears at which of these stages?
teens
twenties
thirties
forties
fifties
Question 3
An entrepreneur’s primary motivation for starting his
own business is:
to make money
because he can't work for anyone else
to be famous
as an outlet for unused energy

Question 4
An entrepreneur moves which of these items from
business to business:
desk
chair
all office furniture
none of these items

Question 5
To be successful in an entrepreneurial venture, you
need an overabundance of:
money
luck
hard work
good ideas

Question 6
Entrepreneurs and venture capitalists:
are cordial friends
are the best of friends
are in secret conflict

Question 7
A successful entrepreneur relies on which of these
groups for critical management advice:
internal management team
external management professionals
financial sources
no one

Question 8
Entrepreneurs are best as:
managers
venture capitalists
planners
doers

Question 9
Entrepreneurs are:
high risk-takers (big gamblers)
moderate risk-takers (realistic gamblers)
small risk-takers (take few chances)
doesn’t matter

Question 10
The only necessary and sufficient ingredient for
starting a business is:
money
a customer
a product
an idea

World Business Model Innovators
Business Model Breakthroughs
“Big Box” – low cost, high stock availability
“Big Box” – low cost, high stock availability
Online bookstore
High-quality coffee + Convivial atmosphere
=
“Enjoyable experience”
Made-to-order
The first online search engine
Thailand Business Model Innovators
“All you can eat” Japanese restaurant
Standalone entertainment complex
Freshly-brewed coffee huts in countryside gas stations
Discount store for variety imported beauty products

Change
Red Ocean
Current market
Many competitors
Limited customers

Change
Blue Ocean
Go to the deep blue sea
Many fish to catch
New and virgin

Choose what strategies…
Competitive Advantage –seeking to identify sources of

competitive advantage
Adding Value – looking at ways to add value
Mass or niche markets? – which is the best route?
Cost based strategies – focus on reducing costs to

compete and grow
Market based strategies – focus on satisfying consumer
needs as the means to growth
BCG Model is helpful
High Problem
Growth Rate
Star
Children
Low
Cash Cow Dog
High Low
September 18, 2006
Market Share (Cash Generate) 25
What Starbuck is selling?
It is selling a special experience in drinking
coffee.
Not the coffee per se

Try to be different
Consider other industries or businesses
Are there any choices?
What is your value curve?
Your knowledge can come from
Study – read
Listening
Think
Ask - write

A TAT story
On 26 June 2006 there was a news from TAT that

the tourist population was at its maximum number
and this was to be concerned seriously. Otherwise
we would have a big problem for the economy.
Right or wrong perception?
A TAT story
In fact, TAT should consider maximizing value of
consumers in tourism industries rather than the
number of tourists

In fact…
Even at the current dominated market…
We can also extend the boundaries although we don’t
have such a monopoly power
For instance…
Starbuck
No easy copying
Higher price (much much higher) but it is later a
barrier to entry for the others!!!
In fact…
The underdog advantage
It is to fight in a guerilla approach
Out-systems
Beat the big dominants to the ground

Change the disadvantages into opportunities
Turn around the business

When SMEs want to change…
Entrepreneurs must move the total organizations.
If Samsung followed the Japanese, we would see it
as it is today.

When SMEs want to change…
Try thinking about Cost Innovation
SWATCH vs. conventional Swiss watch
Is there any values for money?

Virus marketing - แฮรรี่ พอตเตอร

New economy – แกรมมี่

Nostalgia Marketing – ฟาทะลายโจร

Product Development – ทีมชาติฝรั่งเศส

New Business Model - a Day

Commercialization – สมรักษ คําสิงห

Copycat Marketing – Quiz Show

Tactics and Strategy – ชอง 7 สี

Business and Politics – Mobile Phone

Business Warfare – DTAC vs AIS

Brand Asset – domain name

Worldclass Branding

Threat and Opportunity

Business Lesson - มินิมารท

Space War – 7/11

Political Marketing – ไทยรักไทย

Simplicity Strategy – สมัคร สุนทรเวช

ตัน โออิชิ

ปญญา นิรันดรกุล

ซิคเว เบรคเก

มิ่งขวัญ แสงสุวรรณ

บุญคลี ปลั่งศิริ

ศุภชัย เจียรวนนท

ประชัย เลี่ยวไพรัตน

นิวัตต จิตตาลาน

วิกรม กรมดิษฐ

A new star is born
สามารถทํางานได 24 ชั่วโมง ตลอด
365 วัน
ถายหนังที่กระบี่และเลนคอนเสิรตที่
เชียงใหมไดในคราเดียวกัน
ไมมีวน
ั เหนื่อย ไมมวี ันเจ็บ ไมยุงกับ
ยาเสพติด ไมมีวนั เลท ไมวนี นักขาว
A new star is born
ชื่อจริง DOOKA DINZ สีผม DREDLOCK แดง
วันเกิด 6 กันยายน (เทียบ รองเทาเบอร 10
เปนเวลาโลก) กีฬาโปรด ฟุตบอล และ
สวนสูง 150 CM. กีฬา X-TREAM
น้ําหนัก 100 KG. อาหารโปรด พิซซา (โดย
สีผิว ปกติเปนสีฟา (สี เฉพาะพิซซาฮัท)

เปลี่ยนไปตามโอกาส เวลาวาง ฟงเพลงจาก
อารมณ) โทรศัพท I-MOBILE
สีตา สม อุปนิสัย เจาชู ขี้สงสัย กวน
Source: http://www.dookadingz.com/game.php
Source: http://www.dookadingz.com/member.php
Source: http://www.bravo.ru/images/crazy-frog-wallpaper-1280x1024-1.jpg
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September 18, 2006 1

The Case Studies of Thai Entrepreneurs

September 18, 2006 2

September 18, 2006 4

September 18, 2006 5

September 18, 2006 6

September 18, 2006 7

September 18, 2006 8

September 18, 2006 9

September 18, 2006 10

 because he can't work for anyone else

 as an outlet for unused energy

September 18, 2006 12

 all office furniture

 none of these items

September 18, 2006 13

September 18, 2006 14

 are the best of friends

 are in secret conflict

September 18, 2006 15

 external management professionals

September 18, 2006 16

September 18, 2006 17

 moderate risk-takers (realistic gamblers)

 small risk-takers (take few chances)

September 18, 2006 18

September 18, 2006 19

“Big Box” – low cost, high stock availability

“All you can eat” Japanese restaurant

Standalone entertainment complex

Freshly-brewed coffee huts in countryside gas stations

Discount store for variety imported beauty products

September 18, 2006 21

September 18, 2006 22

September 18, 2006 23

 Competitive Advantage –seeking to identify sources of

 Mass or niche markets? – which is the best route?

 Cost based strategies – focus on reducing costs to

Cash Cow Dog

September 18, 2006 26

September 18, 2006 27

 On 26 June 2006 there was a news from TAT that

September 18, 2006 29

 Beat the big dominants to the ground

 Turn around the business

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because he can't work for anyone else

as an outlet for unused energy

all office furniture

none of these items

are the best of friends

are in secret conflict

external management professionals

moderate risk-takers (realistic gamblers)

small risk-takers (take few chances)

Competitive Advantage –seeking to identify sources of

Mass or niche markets? – which is the best route?

Cost based strategies – focus on reducing costs to

On 26 June 2006 there was a news from TAT that

Beat the big dominants to the ground

Turn around the business

สีผิว ปกติเปนสีฟา (สี เฉพาะพิซซาฮัท)