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Proposed Strategy for Sasin

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The Premier Business School in Southeast Asia

By Group 9 – EMBA 2025

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1. George Brezuica (George) 2538911
2. Lucio Sbriziolo (Lucio) 2539942
3. Pratchaya Sananvatananont (Sun)2539622
4. So Hirota (So) 2539030
5. Taechat Apichit (Troy) 2538950

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Part 1: Organizational Analysis | Overview of Sasin’s Strengths & Weaknesses

Team’s own account and interview with several alumni:

STRENGTHS

WEAKNESSES

🌍 Global Accreditations

Leading business school in Thailand

with AACSB and EQUIS accreditations

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🏆 EMBA Recognition

Ranked Top 5 in Asia (2024) for diversity

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🤝 Global Partnerships

Collaboration with top schools in the US, EU, and China

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👩‍🏫 Qualified Faculty

Energetic, diverse, and highly qualified staff

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🌐 Alumni Network

Strong presence across region industries

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📍 Location & Flexibility

Centrally located in BKK with online offerings

📉 Limited Global Ranking

Ranked #43 in 2019 (THE/WSJ); not listed in QS 2024

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❓ Program Differentiation

Lack of clear uniqueness

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🌏 Low International Presence

Few regional/international students and alumni

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📚 Research Output

Modest compared to peers

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🏫 Facilities

Below premier school standards

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🌍 Faculty/Student Attraction

Limited appeal with only 2 domestic locations

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VRIN Test on SASIN Today

SASIN TODAY

SASIN TOMORROW

VS

Part 1: Organizational Analysis | Quick assessment on Sasin’s competitive advantage

Top of mind

Word of mouth

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Part 2: Ecosystem Analysis | Top global business schools benefit from strong local industry ecosystems with access to top employers, research partnerships, and innovation hubs

Trading hubs

Financial centers

Tech Innovation hubs

Entrepreneurship, Consulting

Manufacturing

Consumer goods

S.E.A. is Hubs to Hospitality,

Healthcare, Resources, Manufacturing & Retail

Opportunities for Sasin other leading schools

Wharton

Kellog

Columbia

INSEAD

Harvard

Wharton

Stanford

MIT

Kellog

Michigan Ross

Chicago Booth

Tsinghua

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Part 2: Ecosystem Analysis | Sasin 6 key stakeholders and readiness against peers

Source: Public websites, Team estimate

Following behind 2 competitive peers in most areas > INSEAD SG & SMU - Lee Kong Chian School of Business

Faculty

Students & Alumni

Employers

Facility/Admin

Partnered Schools

Faculty size

50

100

>200

Diversity of faculty

Foreign

Majority

Local

Majority

Diversity of students

Students / yr

Highest

Lowest

Foreign

Majority

Local

Majority

Alumni size

Leading

Trialing

Job placement

Higher %

Lower %

< 6 mth after graduation

Salary survey

70-90k

USD

>125k

USD

No. of Campus

4 Global

1 Local

2 Local

Facility quality

Moderate

Good

Campus accessibility

High

Moderate

Top school network

Established

Growing

Government support

Public

Private

Funding

Hybrid

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Part 2: Ecosystem Analysis | External assessment

Opportunities

Threats

• Increasing competition from INSEAD, SMU, positioning as SEA premier school

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• Online degrees provided by top business schools

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• Change in perceived values of business schools as non-critical for job advancements

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• Economic slowdown and political instability hinder enrolment

• Strengths of major ASEAN countries that draw global crowd

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• Increasing affluence in SEA economics and population led by Indonesia and Vietnam

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• Limited world-class business schools in SEA sustain demand for quality education

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• Students seek global exposure without leaving the country of residence / region

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• Thailand has gained popularity for residency due to its lower cost of living and improving infrastructure

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Part 2: Ecosystem Analysis |

Sasin programs must excel on 5 key qualities to outperform peers

INTER-DISCIPLINARY

INTER-CONNECTED

INTER-GENERATIONAL

INTERNATIONALIZED

INTEGRATED

Source: Boston University

Survey on Hot Topics

5 Must-Have Qualities for B-School Programs

Source: AACSB (Accreditor)

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Part 3: Strategic Challenges and Priorities | Key Challenges

How can strengths capture opportunities and limit threats?

How can weaknesses be fixed to unlock opportunities & avoid threats?

HIGHEST RANKED OPPORTUNITIES

HIGHEST RANKED THREATS

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Part 3: Strategic Challenges and Priorities | Priority Actions from TOWS matrix

INTERNAL: BUSINESS UNIT

EXTERNAL: MARKET

Strengths

Weaknesses

Opportunities

Threats

SO: Offensive strategy

WO: Turnaround strategy

ST: Anti-fragile strategy

WT: Defensive strategy

TOWS

Matrix

Target Affluent SEA Markets – ID, VN, PH, MY, SG

Leverage global brand & alumni networks to recruit affluent students from S.E.A.

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Compete through Regional Expertise

Position Sasin as a SEA expert with strong faculty & alumni to stand out from INSEAD and SMU

Hybrid Advantage over Online Giants

• Offer hybrid programs with live engagement & local networks to compete with top online degrees.

Deliver Global Quality Locally

• Offer global exposure through international faculty and exchanges while keeping students in SEA.

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Differentiate through Signature Programs

• Offer unique programs like SEA immersion and climate innovation with flexible formats.

Boost Global Visibility

• Expand presence through ambassador programs, diverse faculty/students & strong alumni networks.

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PART 4: Strategic Recommendation | Value proposition & Transformation

A UNIQUE GLOBAL INSTITUTION instead of Thai & Generic

Attracting world-renowned faculty, diverse student body and global business leaders

REGIONAL ALUMNI & INFLUENCE for Higher Purpose

Stronger synergies to solve regional challenges and drive growth across ASEAN

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LEADER IN INNOVATIVE EDUCATION instead of Fast Follower

Leverage CONNECT+ and scale programs to lead in impact-driven learning programs

3 Key Transformations

Develop SASIN’s unique identity by leveraging strengths of major ASEAN countries that draw global crowd, starting with Thailand

THAILAND : Tourism / Hospitality / Agri / Food / Manufacturing

INDONESIA : 4^TH largest population / Natural resources / Tech start ups

VIETNAM : Electronics / Garment / Agri

PHILIPPINES : Business Outsourcing / IT / Healthcare / Skilled Labor

MALAYSIA : Oil & Gas / Agri / Advanced tech / Finance

SINGAPORE : Logistics / Education / Governance / Fintech / R&D

INCLUSIVE CULTURE,

FRIENDLY PEOPLE,

GENERALLY SAFE,

LIVABLE WEATHER

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PART 4: Strategic Recommendation | Value proposition & Transformation

A UNIQUE GLOBAL INSTITUTION instead of Thai & Generic

Attracting world-renowned faculty, diverse student body and global business leaders

REGIONAL ALUMNI & INFLUENCE for Higher Purpose

Stronger synergies to solve regional challenges and drive growth across ASEAN

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LEADER IN INNOVATIVE EDUCATION instead of Fast Follower

Leverage CONNECT+ and scale programs to lead in impact-driven learning programs

3 Key Transformations

Offer niche programs anchored around ASEAN leading industries with flexibility via SASIN Connect+

Food Innovation

AI x Agri tech

AI x Supply Chain

Hospitality M&A

Air/Seaport Mgt

Healthcare SME

Retail Experience

Next-gen Mining

Expert host(s)

Niche Programs

AI x E-commerce

SEA Industry Leaders

MINOR, ACHIPELAGO

BDMS, BAMRUNGRAD, PHILHEALTH

CP ALL, SCALE UP BIO, SIT

CP ALL, TTC AGRIS, BOOMGROW

SCG, PT AKR, VIETTEL, TRANSPORTIFY

CENTRAL, SIAM PIWAT, CAPITALAND

LAZADA, SHOPEE, AGODA, WHITELINE

PSA, CHANGI, AOT

PT AMMAN, PT BUMI RESOURCES, HAP SENG

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PART 4: Strategic Recommendation | Value proposition & Transformation

A UNIQUE GLOBAL INSTITUTION instead of Thai & Generic

Attracting world-renowned faculty, diverse student body and global business leaders

REGIONAL ALUMNI & INFLUENCE for Higher Purpose

Stronger synergies to solve regional challenges and drive growth across ASEAN

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LEADER IN INNOVATIVE EDUCATION instead of Fast Follower

Leverage CONNECT+ and scale programs to lead in impact-driven learning programs

Rationale for multiple campuses

Host Subject

Connect Pool of Quality Resources & Keep Them

Unlock SEA’s Potential via Sasin Network

Talent pool of faculty, students, alumni

Flexible collaboration onsite & via Connect+

More robust regional insights than competitors

Full integration of ASEAN grid, boosting renewable energy like the EU

Explore One currency to increase global bargaining power

Security and economic alliance

Spread wealth and reduce inequalities

1 Asean

Currency

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5-Year Execution Plan for proposed strategy

Note: performance milestones assisted by ChatGPT

Identify SEA partners

SEA Immersion Lab (pilot)

1 new SEA programs for Indonesia

2 new SEA programs for Philippines & Malaysia

1 new SEA program for Singapore

Edutainment track

1 new SEA program for Vietnam

Host mock classes;

Involve in media, film for global audience

Regional branding;

Alumni stories, content

Global speaker series;

Global roadshows

Push QS/FT rankings;

Global fellowship programs

Secure QS/FT ranking;

Position as “SEA’s Premier School”

Industry Advisory councils

Secure cross-sector partnerships with UN, NGOS, corporate

Host SEA business leadership summit

Launch alumni-funded scholarships;

PPP-backed hiring of global talent profs

Pitch to alumni & private sector;

Invite gov/industry for program co-design

Launch hybrid EMBA regional pilot

License content to SEA & Global partners

On-demand courses

Offer learning bundles

Expand hybrid format for MBA / EMBA;

SEA Market-focused electives online