This Project Aims to Find Out Whether the Skincare Brand Thann to Enter the New Market- Malaysia with Existing Products and Service.

This project aims to find out whether the skincare brand THANN to enter the new market- Malaysia with existing products and service.

Through conducting the internal and external analysis to find out the environmental benefit for the company as well as market research is also conducted to consider whether the company is favorable to entry to Malaysia. Besides, the nature of competition and level of market development and 12C framework are used to analysis the market condition. For the future studies, it is recommended to have a wider expand for business by launching the men collection and opening more specialty stores for the short and long term strategies.

THANN is a Bangkok-based retailer of skincare products known for the natural ingredients and unique designs which is a dominance skincare brand in Thailand.

It also opened the café in Thailand to accomplish the diversification of the business.

THANN aims to offer all customers a lifestyle with wellness and provides high quality products and services which product are formulated from botanicals derived by forming the art of natural therapy with the modern dermatological science. It is even the first brand to use Nano Shiso extract to be a main ingredient for skincare products. THANN is target at women segment of middle class to upper class who willing to enjoy wellness lifestyle. Therefore, according to Porter’s Generic Strategies ( Porter,1980), THANN is using focus differentiation strategy which calls for the development of a product or service that provides unique product feature desired by customers and the customers perceive the difference among the competitors.