Thainess to save THAI?

New boss views branding as solution

Published: 10 Oct 2012 at 00.00
Newspaper section: Business

Media veteran Sorajak Kasemsuvan set out in his new job as president of Thai Airways International (THAI) yesterday by highlighting how a touch of Thainess can enhance the struggling flag carrier's declining market position.

New Thai Airways International president Sorajak Kasemsuvan poses against the backdrop of THAI’s A380 superjumbo, which just joined its fleet recently. Though he was light on details, Dr Sorajak believes blending Thai cuisine, Otop silk fabrics and courteous service into THAI’s offerings will differentiate the airline and halt its spluttering performance. THITI WANNAMONTHA

Dr Sorajak, 57, said branding is an important element if THAI is to increase revenue, weathering a difficult operating environment and competing with cash-rich Middle East carriers.

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watchdog
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Discussion 5 : 10 Oct 2012 at 11.195
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"Thainess" doesn't mean anything or it can anything they want it to mean. In other words, they don't havea plan.
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kasper
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Discussion 4 : 10 Oct 2012 at 10.464
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THAIs main problem is that it is a dumping ground for family members of politicians, all of whom demand high salaries to suit their "status".
The only solution for THAI is to cut it's ties with the government by privatisation!
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jwatch
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Discussion 3 : 10 Oct 2012 at 09.023
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Thainess and marketing won't make it more competitive..good luck
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bubbs
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Discussion 2 : 10 Oct 2012 at 07.482
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Disc 1 I agree
Poor planes, fares not consistent and too high a % of flight attendants with a poor service attitude.
If they want to improve they must look at Cathay, Qatar & Singapore. They provide service in all classes
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Lazarisbk
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Discussion 1 : 10 Oct 2012 at 06.451
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Forget Thainess. 30% of the problem is old planes and 70% is the fare prices.
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Thainess to save THAI? | Bangkok Post: business