TA-Orange: A case study on the mobile phone market in Thailand

The Thai Mobile Phone Market had been operating with little or no competition for years. That all changed in April of 2002. Telecom Asia-Orange or TA-Orange, is a joint venture company of CP Group and Telecom Asia and France's Orange SA. The venture that they set out to accomplish is one that will involve risks. Using the information given in the article, TA-Orange faced three significant risks that threatened their objectives. The first risk was the …

…took to enter the Thai mobile phone market pay off? Since they contemplated project failure and developed an appropriate attitude toward it, the rewards may out-weigh the risks. It is impossible to predict the future outcomes for this company or the market itself, but since they are being proactive with the risks involved; it allows them to continue to pursue their objective. Will they continue to be successful in this market? Only time will tell.