タイの合成洗剤工業におけるマーケティング

概要

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This paper examine about the late industrialization in Asia on the side of marketing. The synthetic detergent industry has often introduced in business history as the case of forward integration to distribution by manufacturers in the late industrialized countries. However, this paper found that the degree of integration of forward integration was relatively weak in Thailand. There are three reasons: (1) there were not only integrations form manufacturer to wholesaler in Thailand, but also integrations from wholesaler to manufacturer by local capital, (2) Foreign retailers' actions to backwardness are rather stronger than forward integration by manufacturers in the recent years, (3) Japanese company, Kao corporation has tried to integrate its distribution channel, but Kao has to modify its marketing (brand, price and channel) policy to local conditions.