Marketing your products and services
Market entry
Australia has strong bilateral military relationship with Thailand. You should use the advantages of this relationship in your marketing program by seeking Austrade’s help and support in establishing contacts within the Royal Thai Armed Forces and the advice of the Defence Attaché.
In Thailand, you will be judged on adherence to commitment above anything else. If you make a commitment to supply samples, quotations, or product information, always keep the commitment.
Making regular visits to Thai military departments will familiarise you with key contacts/decision makers. Continue to build depth into your network by:
- Attending social functions arranged by relevant government bodies and chambers of commerce
- Regularly promoting your company and products to your existing network
- Providing product knowledge to military colleges and relevant government departments
Ensure corporate literature and marketing collateral is of high quality. Bear in mind the language differences and ensure the communication is clear and concise. Include the following information in product brochures:
- Manufacturing details
- Specification of products
- Product dimensions
- How products can be obtained
- What the applications are, for particular products
- Distinguishing features that make your products superior to others
- Benefits of using your products
You can build a strong, long-term relationship by preparing to support your products and after sale services in the following ways:
- Providing education and training
- Providing a maintenance program
- Making regular visits to monitor the success of products
There are no news publications on the Thai defence industry, however, you may find useful information in publications such as ‘Jane’s Weekly’ or other defence magazines from Europe or USA such as ‘Defence News’ and ‘The Armed Forces Journal’.
Distribution channels
Finding a knowledgeable and well-connected local agent with experience in the Thai defence industry and product application is encouraged.
Don’t rely on building a single relationship within the Thai military, as positions are rotated each year and you may lose your contacts.
Currently in Thailand, e-business in defence is not conducted online. However, it is advisable for a company to have a website to promote their products and services.
Transport
Most electronic components and instrumentation are transported by airfreight. Other heavier equipment and high-volume equipment is shipped by sea freight.
Shipping time to Thailand from Australia takes two weeks and shipping frequencies are twice weekly from major ports.
Payment is usually by irrevocable letter of credit.
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