SEA Thailand 2017

Abstract

In 2012, Garena had established their first branch in Thailand. The company was original from Singapore since 2009 focusing on digital entertainment strategy mainly on video game industry. The company go through many different adaptation and reorganization before they can become one of the most successful company in Thailand. In 2009 the company focusing on PC video game industry which not very successful because they doesn’t understand customer need well enough. From their mistake the company decide to come up with the new strategy to capture customer need. The first strategy that the company use is customer to customer strategy which about focusing on customer need and develop their product according to customer feedback. Moreover, they also have new marketing strategy to promote their product to pull customer in to play their game. The company also try to adapt themselves according the world trend which they become very successful when mobile phone was very common to every user in the world. The company have new strategy focusing on mobile centric which is the most effective channel to reach their target customer. After their successful in video game industry they also expand their products to other industry which are e-commerce and digital financial service as well. The company also try to synergy between all of their business to support each other to create new value to customer which also very sustainable. After the company have success in Thailand they also planning to moving forward to ASEAN market because video game industry is growing every year and the size of the market is much bigger than Hollywood market. The company believe that with the marketing strategy that they use in Thailand also will help them be successful in other country in ASEAN as well.

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