It’s been 3 months since I arrived here as a master degree student at Kingston University. Everything is so new here, including new friends. Self introduction happens all the time. And whenever I tell that I’m from Thailand, 50% of people that I talked with already been to Thailand, 10% jealous the weather, other 40% love Thai food. And 100% said that it’s heaven. For me, who have been leaving in this country for 27 years, I didn’t understand the value of my home country. Well, not before studying in UK, where sunset before 4 pm and weather changes every 10 minutes. I starting to get an idea why Thailand has become one of the top desirable destination of the world.
In this blog, I would like to dedicate a space writing about my lovely country in a sense of more business perspective. Business Model Canvas will be used as a frame work to explain why and how Thailand became popular travelling country.
But before we start, let’s step back a little bit, and get to understand what Business Model is? Here’s the exact meaning by Alexander Osterwalder and Yves Pigneur (2010) in their useful “Business Model Generation” book;
“A business model describes the rationale of how an organisation creates, delivers, and captures value”
So basically, the Business Model is a diagram with 9 factors which used to explain what is your product or service, how and why it worth, where you sell them, and how you profit and loss, etc.
And why Business Model is important? Well, it help business owners understand what they’re doing in visual tables. And help co-owners share the same goal and speak in the same language. But in this case, business might not come just in form of solid product or service. It might be as big as country.
Now let’s fly back to Thailand. Here’s a business model that I made to explain how Tourism Authority Thailand works from local point of view.
Customer Segments = Who do you help
It’s all start from who will be your target group. In Thailand tourism case, it’s obviously a travelers. But in the same time, different customer segments will lead to different strategies. A campaign for foreigner travelers tries to bold the adventurous part of Thailand. While in local’s eyes, we see our country not so stylish. Thus the aim of advertisement is to modernized image of Thailand for Thai people.
Travel in Phuket – Advertisement for foreigners
ท่องเที่ยววิถีไทย เก๋ไก๋ไม่เหมือนใคร (Discover Thainess) – Advertisement for Thai
Value Proposition = Why customer has to buy it?
Clearly, we’re selling our country to engage number of tourists. And here’s the reason why it’s worthy traveling to Thailand.
Customer Relationships = How do you interact?
How you communicate and message that Tourism Authority Thailand (TAT)
Channel = Where do you sell and how you reach them?
So we can promote Thailand through many kinds of media. It can be online media such as social media, SEO, SEM, Google AdWords, banners, etc. Or traditional style, for example, television, radio, printing, and out of home media. And also exhibition. In this occasion, I want to mention the most effective advertisement that I have seen so far from TAT by Leo Burnett Thailand “The Tattoo Flyer”. Please check it out!
Key Activities = How do you do it?
So this part describes jobs of TAT. They have to make sure that travelers will have a good time while in Thailand. Also how to promote the charm of country.
Key Resources = What’s value asset?
You can do almost everything in Thailand. From the chart, you can see that there are so many unique thing that can be don’t only in Thailand.
Key Partners = Who will help you?
In this case are organizations that also gains profit from driving tourists to Thailand
Revenue Streams = How will you make money?
Obviously, money from traveling, transporting, accommodation, food, shopping, activities, lifestyle, etc from travelers.
Cost Structure = What will it cost?
This cost relate to the key activities. TAT needs to spending money on marketing, support tourist company and local.
From business model canvas, you can see the whole picture of business easier in visual. For business newbie, I have proved that this canvas are really wort to study. Also, I hopefully that from this blog, you’ll understand more about my lovely country, and have a chance to visit there, or again 🙂
Me and my friends at our favourite beach in Thailand
Osterwalder, A., Pigneur, Yves, & Clark, Tim. (2010). Business model generation : A handbook for visionaries, game changers, and challengers.
The Business Model Canvas Available at: https://strategyzer.com/canvas/business-model-canvas (Accessed: 21 December 2017).
The Leo Burnett Group Thailand (2015) The Tattoo Flyer – TAT. Available at: https://youtu.be/fDtWv4GYQcI (Accessed: 21 December 2017).