Internationalization and market penetration of ingress into Thailand
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Date
2011-03-17
Authors
LOH, CHUN YEAN
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Abstract
The success of a company is determined from the performance of the company. This
case study is written about the success of Ingress Autoventures after the 12 years of
establishment in Thailand. In the meantime, it studies about the market penetration of
Ingress in Thailand market for achieve their company mission.
This thesis adopted exploratory qualitative research in an in - depth case study.
Moreover, it explores the SWOT analytical framework for the firm internal analysis; Balance
Scorecard was used to judge the performance of the company for in a way of success and
market penetration is using porter 5 forces as an analytical framework. Research findings
show that the company prerequisite to maintain current customer contract and get new
customer contract for achieve the mission.
Keyword:ยท internationalization, relocation, market penetration.
Description
Keywords
market penetration , ingress