What three risks and their specific consequences did TA Orange face when entering the Thai mobile
What three risks and their specific consequences did TA-Orange face when entering the Thai mobile phone market and were they high, medium or low risks? The first risk for TA-Orange was entering an established market; I believe this was a high risk. The second risk for TA-Orange was starting a price war with companies that already owned a huge market share of the wireless market; also was a high risk. ... When a joint endeavor backed by Thai companies CP Group and Telecom Asia in combination with French company Orange SA now called TelecomAsia-Orange (TA-Orange) entered the Thai wireless market, there were two other companies that already controlled large majorities of the market. TA-Orange was trying to enter a market that was already established by these two companies who controlled virtually all of the wireless market. This would prove to be a High-risk venture for TA-Orange as it would be for any new company. Advanced Information Services (AIS) controlled approximately 62 percent of the Thai wireless market and Total Access Communications (TAC) controlled a majority of the remaining market. TA-Orange had to devise a strategy to literally steal the market away from the two-mega giants in the Thai market.