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Zhu Wenbo. The marketing strategy analysis of Grabfood in Thailand. Master's Degree(International Business Management). Siam University. Library and Information Resource Center. : มหาวิทยาลัยสยาม, 2567.
The marketing strategy analysis of Grabfood in Thailand
Name: Zhu Wenbo
keyword:
Independent Study
ThaSH:
Business management
Classification :.DDC: 658
;
Thailand
ThaSH:
Management
;
GRAB
ThaSH:
Marketing
ThaSH:
Marketing research
Abstract:
This study investigated how GrabFoods marketing strategy in Thailand can be optimised. using the SWOT analysis.
This study had four research objectives: 1) To explore GrabFoods strengths in driving growth and increasing loyalty; 2) To identify the disadvantages faced by GrabFood in Thailand; 3) To explore GrabFoods opportunities to grow competitively in Thailand; 4) To identify GrabFoods responses to external threats to sustain growth in Thailand.
This study adopted the documentary research methodology, drawing from the SWOT theory and a comprehensive review of current scholarly research at both domestic and international levels. It meticulously analysed the influence of current strengths, weaknesses, opportunities, and threats on optimising Thailands GRABFood platform marketing strategy.
This study found that: 1) GrabFoods strengths are its advanced technology platform, extensive user base and strong brand influence, which have driven growth and customer loyalty in the Thai market; 2) GrabFood suffers from high operating costs, inconsistent service quality, market differentiation and dependence on technology platforms, and the strategy is to optimise costs, improve services, invest more and innovate in technology to strengthen its market position;3 ) GrabFoods opportunities are the rapid penetration of digital and mobile internet and the shift in consumer lifestyles, leveraging opportunities such as market expansion and service diversification to enhance its competitiveness for growth in Thailand; 4 ) GrabFoods existing threats are increased competition in the market, changes in government regulations and policies, and the need to respond to the threats to the takeaway market in Thailand by differentiating and innovating in order to maintain growth. Several recommendations are made: 1) Strengthen market leadership and user loyalty: GRABFood should strengthen its brand, optimize its experience and expand its services to consolidate its leadership position and enhance loyalty. 2) Improve efficiency and service quality: GrabFood should reduce costs and increase efficiency, improve services, and use personalized marketing to increase conversion rate and revenue. 3) Expand services and innovation: GrabFood should deepen cooperation, expand markets, use technology to meet diverse needs and enhance competitiveness. 4) Adapt to market dynamics: GrabFood should flexibly respond to changes in policies, regulations and preferences, monitor competitive dynamics and maintain its leadership position. It is hoped that this can provide a feasible reference for the marketing of GrabFoods takeway platform.
Siam University. Library and Information Resource Center
Address:
BANGKOK
Email:
library@siam.edu
Name: Qiu Chao
Role:
Advisor
Created:
2567
Modified:
2568-07-17
Issued:
2025-07-17
วิทยานิพนธ์/Thesis
application/pdf
eng
Level: Master's Degree
Descipline: International Business Management
Grantor: มหาวิทยาลัยสยาม
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Zhu Wenbo
| Title | Contributor | Type |
|---|---|---|
| The marketing strategy analysis of Grabfood in Thailand
มหาวิทยาลัยสยาม Zhu Wenbo | Qiu Chao | วิทยานิพนธ์/Thesis |
Qiu Chao