Our work

slideSasin Management Consulting has undertaken hundreds of projects across the full spectrum of both private and public sectors, academic, and NGOs. Over a hundred of our project can be classified into 3 main categories; Strategic Direction and Policy, Strategic Management and Implementation, and Organization Change and Human Capital Management.

1.Strategic Direction and Policy


Project Description 

National Investment Promotion Strategy for 13 STI industries (Science, Technology and Innovation) for the Board of Investment of Thailand (BOI)

To study STI industry current situation along the value chain and private sectors’ need as well as benchmarking on effectiveness of STI investment mechanism between Thailand and other selected countries to formulate effective and competitive national investment promotion strategies

Benchmarking Study and Development of Strategic Roadmap for Industrial Estate Authority of Thailand (IEAT)

To study and analyze the industrial estate industry and developers in Southeast Asia to benchmark and compare the attractiveness of each developer. The project also includes analyses and workshops to formulate strategic roadmap to achieve 4-year objectives set by IEAT, and competency development for a group of Roadmap Champions within IEAT  

Investment Promotion and Human Capital Development Strategy for the Board of Investment of Thailand (BOI)

•  Formulating the investment and human resource development strategy for high-tech industries, namely, Aero-parts and Maintenance, Rubber, Packaging and Software industry of Thailand. The scope of work includes the selection of potential high-tech industries of Thailand to develop an investment policy to encourage investment and human resources development in these sectors.

Collaboration Strategy Development between Thai and Foreign Countries in the Industrial Sector and Pilot Collaboration Development (DIP)

To facilitate and promote the international collaboration in Thailand’s four key industries including gems and jewelry, furniture, textile and processed fruit and vegetable industries. The scope is to find out possibility and direction of collaboration, formulate international collaboration strategies and implementation plans, and create collaboration between related organizations in both domestic and international contexts.

Mechanism to Management Research result and Define Target group for Matching for National Research Council of Thailand (NRCT) 

To formulate strategy to sustain every NRCT research commercialization effort, with emphasis on Hi – tech research in three selective industries: Medical Devices, Alternative Energy and Agricultural (Bio – tech). The consulting team started working to understand the success story in Thailand and identify critical success factors (based on collaboration between Researcher and Businessmen who share vision in development of product to serve market need). And go through case studies from famous researchers for effort and working style in commercialization at different stage. And review international public policy to establish three industries that allow the research public policy to establish three industries that allow the research personnel’s and institutions to grow and thrive as a new national competitiveness strategy. The analysis suggest policy framework for NRCT and related agencies to grow and sustain research – based products under the changing market condition as well as introduce strategy for entering the research the research market.

Cultural capital commercialization project for Office of National Council (ONCC)

To identify the positioning of ONCC under the Creative Economy Initiative of the  Thai government. The process involved best practice analysis, value chain analysis, critical success factor mapping, and economic and social impact assessment. The result of the project  will form the basis for commercializing national cultural capital and will determine the role and responsibilities of ONCC under the Creative Economy Initiative within the targeted industries.

The emerging issue under Competitiveness  Management Unit   (Phase 1-3) for National Economic and Social Development Board (NESDB)

To enhance the  capacity of personnel of department of Social and Quality of  Life Development, the Office of National Economic  and   Social Development Board, for effectively analyzing and  formulating appropriate public policy by providing training  courses  and  coaching on structure analysis and various  management
/analytical tools.   

Branding Industry Sector Project  for Office of Small and Medium Sized Enterprises Promotion (OSMEP)

To strengthen the competitiveness of Thai apparel; the selected industry, through branding both locally and internationally. The project deliverables included Thai apparel development model and integrated brand-building strategy based on Thai apparel industry’s competitive benchmarking against key competitors and brand capability, together  with a thorough research on consumer perception and consumer behavior.

Marketing and Branding Strategy formulation for National Research Council of Thailand  (NRCT)

To develop the marketing and branding strategy with BearingPoint to increase value-add  and long-term competitiveness of high-potential fruits at selective market destinations.

Trade Financing System for Department of Export Promotion, Ministry of Industry 

To improve the current trade financing system in Thailand in order to facilitate export growth. The project included benchmarking on Trade Financing systems of 4 major countries, analysis on Thai SME exporters’ situations and issues to find areas of improvement in order to facilitate export activities of Thai enterprises, and proposed recommendation on potential assistance schemes to relevant agencies.

Strengthening of Tourism Industry in Phuket Province for Phuket Provincial Governor’s Office

To assess Phuket’s tourism potential and competency gaps, indentify Phuket’s strategic positioning, prioritize strategic initiatives, and develop marketing strategy and long-term development plan for Phuket’s tourism industry. In addition, the  project also investigated tourism risk management practices from natural disasters and strategic options for diversification from tourism.

Development of National Competitiveness Development Programs for National Competitiveness Committee (NCC) of National Economic and Social Development Board (NESDB)

To develop and manage Thailand’s competitiveness enhancement programs for the National Competitiveness Committee (NCC) including developing strategic initiatives that address Thailand’s economic  development platform, world leadership aspirations in niche markets, national innovation and learning capacities.

Research study on national and industry competitiveness enhancement in collaboration  with Prof. Michael E. porter of Harvard University: a National Competitiveness Enhancement  Project  for  the National Competitiveness Committee the project focused on five strategic industries: automotive, food ,fashion, software and tourism

2.Strategic Management and Implementation


Project Description 

New business feasibility study for a Fortune 500 company To study current situation in new retail business through channel management, identify potential business opportunities and competitors to design business model, market entry plan, distribution management, incentive schemes, logistics and feasibility based on corporate core competency and customers demand
New business feasibility study for a Fortune 500 company To study current situation in new biochemical business through state-of-the-art technologies, identify potential business opportunities and competitors to design business model, market entry plan, location, logistics and feasibility based on corporate core competency
Customer Satisfaction Study for Governmental Pharmaceutical Organization (GPO) To conduct surveys, focus groups and in-dept interviews on multiple categories of GPO customers to recommend appropriate initiatives to raise levels of customer satisfaction
Stakeholder Satisfaction Study for Governmental Pharmaceutical Organization (GPO) To conduct surveys, focus groups and in-dept interviews on GPO’s major stakeholders to understand levels of expectation, and satisfaction according to the guidelines set by State Enterprise Performance Appraisal (SEPA),  and recommend strategic initiatives to response
New business feasibility study for a Fortune 500 company To study current situation in new petroleum business through state-of-the-art technology, identify potential business opportunities and competitors to design business model, market entry plan, location, logistics and feasibility based on corporate core competency
IT satisfaction Survey for Government Saving Bank  (GSB) To measure the satisfaction level, to understand stakeholders’ needs, and to identify the area for improvement for GSB’s IT service. The stakeholders include GSB customers, employees, Suppliers and GSB board of Directors. Both qualitative and quantitative methodologies were employed in this study.
Risk management and corporate government Survey for Government Saving Bank (GSB) To understand internal stakeholder’s awareness, knowledge, needs, and area for improvement for GSB risk management and corporate governance practices. The stakeholders included GSB employees, GSB executives, and board of Directors. Both qualitative and quantitative methodologies were employed in this study.
New business feasibility study for a Fortune 500 company
To study current situation in global new business industry and identify potential business opportunities and competitors to design business model and market entry plan based on corporate core competency
Development of International Business Unit Strategy for Industrial Estate Authority of Thailand (IEAT) To develop strategies to set up new business unit to operate internationally. The study includes analyses and recommendations on the business model, organizational structure, strategic actions required to set up new BU
Brand Communication Master Plan for Provincial Waterworks Authority (PWA) To study current PWA brand situation, PWA identity and brand DNA as well as market segmentation, develop brand PWA Corporate Identity to formulate appropriate Brand Communication Plan
Development of Strategic Roadmap for Thailand’s Financial Sector for Fiscal Policy Office (FPO) To develop the roadmap for Thailand’s financial sector to prepare for the introduction of AEC in 2015. The Roadmap specified Thailand’s financial market positioning in the Southeast Asia region and developed strategic actions required for each stakeholders at national level and sub-sector level including banking, insurance, and capital markets.
Development of Business Plan and Feasibility Studies for International Business Unit for Industrial Estate Authority of Thailand (IEAT) To develop the business plan for the setting up of international BU (holding company) to be submitted for the cabinet’s approval. The project also includes feasibility studies of potential international businesses to be invested by the new BU in two locations in China and Myanmar.
Insurance Business Strategy for Thailand Post To develop business strategy to enter insurance brokerage business. The project includes best practice comparison analysis, market and financial feasibility studies, stakeholder analysis, and formulation of strategic initiatives to enter the insurance brokerage business
Retail Business Strategy for Thailand Post To develop a set of strategies for Thailand Post to operate its retail business. The project includes analyses and recommendations on retail business positioning, target customers, stakeholder analysis, strategic initiatives required to achieve retail business objectives, and communication strategies
Investment promotion possibilities formulation for Tourism Authority of Thailand  (TAT) To identify the investment promotion possibilities for Tourism Authority of Thailand. The scope of work included industry research and analysis of market trends, operational environment, the competitive landscape, supply and demand of tourism industry, and investment regulations in Thailand to assess the conditions of tourism investment in Thailand
Master Plan revision and development for Business Tourism in Thailand with Corporate, and Department strategy for Thailand Convention & Exhibition Bureau (TCEB) To Review competition in the context of local, regional, and global trend; and stakeholders’ analysis. Deliverables covered a revision/ formulation of  5-year (2010-2014) MICE (Meeting, Incentive, Convention, and Exhibition) industry master plan, and TCEB corporate and department strategies with Key Performance Indicator based on Balanced Scorecard
Evaluation and advise on ERP for Mass Communication Organization of Thailand (MCOT):  The project’s scope is to provide independent strategic viewpoints to ensure that the ERP consulting team has provided the best fit solution and recommendation for the MCOT
A Study of Operation Model for Bangkok Mass Transit System; Silom Extension Phase (2.2 km.) for Krungthep Thanakom To analyze and propose optimal economic and financial models to operate the Bangkok Mass Transit System: Silom Extension Phase (2.2 km.)
Demand estimation on die production for auto part industry in Thailand for a Japanese Multi-National Company To estimate the market size of die production for auto parts in Thailand to support re-investment decision of the Japanese die producer in Thailand. The methodology was both top-down analysis basing on various official statistics and bottom-up approach from local industry stakeholders interviews.
Digital marketing action plan development  for Tourism Authority of Thailand  (TAT) To develop TAT digital marketing action plan that will align with the TAT digital marketing master plan and ensure objective achievement and effective implementation of TAT digital marketing activities
Business Plan development for State Railway of Thailand’ (SRT) during 2010 -2014   To formulate the SRT Business Plan review and re-formulation for SRT . Work included analysis of relevant information to support infrastructure investment requirements of the SRT for the year 2010-2014 in order to improve the management efficiency and productivity of SRT. Project detail covered analysis of, e.g., operation environment, organization structure and man power, training and development and accounting process improvement. The plan was presented to Prime Minister Abhisit Vejjajiva and Finance Minister Korn Jatikavanich. The investment budget of over 170 billions baht was finally granted.
Feasibility Study for Airport Rail Link (ARL) To conduct feasibility study of ridership to forecast Ticket Sales, Retail Space Rental, and Advertising Revenues for  Airport Rail Link (ARL). The model used for estimation of ridership, which is the key factor determining those 3 types of revenues, is Choice Model which are used  world wide to forecast  Airport Rail Link Passengers. Recommendations on concessions to private sector to operate Retail Rental Space and  Advertising are also included.
A financial model development for State Railway of Thailand (SRT)’s ticket cost estimation To estimate an appropriate return for an outsourced ticket sales  service provider. The scope of the project included model development for costs estimation and  valuation as a part of vendor’s proposal review.
Communication Master Plan Development Project for Board of Investment (BOI) To improve effectiveness and efficiency of both BOI’s external and internal communication. The  working team developed  an online survey in multiple languages to gauge investors’ satisfaction and needs on communication with BOI, and developed a Communication Master Plan and  an  Action Plan accordingly.
Development of Key Strategic Transformation for one of Thailand leading commercial banks’ sustainable growth  

To formulate the Strategic Transformation Plan for  long – term sustainability of the Bank. This project consists of 3 key areas;

1) Customer Segmentation, including the identification of target segment as well as developing  the sales tool kit for up-cross-selling in each segment.

2) Product Value Proposition and Portfolio Management in order to identify the  potential products.

3) Distribution Channel Rationalization by assessing the performance of existing distribution channel as well as identifying the potential trading areas.

The Enhancement of the Retail Brand Admiration for a leading developer, manager and investor of retail and commercial properties To enhance the retail brand admiration. The resulting  recommendations tended to emphasize the establishment of marketing  as well as internal management initiatives, not to only  compete with the other retailers but also to escalate brand  admiration perception, but also to balance the internal cross  section management (based on Balanced Scorecard Model)             
Functional and organizational Restructuring and business process improvement project for a major service provider in Thai capital market. To improve the company’s efficiency, productivity, and customers’ and employees’ satisfaction. In addition, the  working team developed a new detailed functional structure, functional descriptions, new business process, and transitional plan.
Technology Road map Development for a leading construction materials producer  To identify short and long term business/market drivers, potential new product and service features, and crucial technologies needed. The firm’s current internal capabilities were assessed. A series of workshops were conducted with cross functional teams from four business units to gather knowledge and prioritize key features. A number of new product and service concepts were also examined. Finally, technology roadmap of each business unit was constructed with clear strategic direction.
Strategic Business Review and Development for a  leading snacks /  confectionary  Producer  To diagnose organizations, formulate strategy and develope corporate transformation and change programs to enhance the overall business performance of a Leading Snacks / Confectionary Producer.
Feasibility Study of housing market in Thailand for Japanese Multi-National Company To conduct feasibility study of housing market in Thailand for a leading private company. The project included study of the Thai economy at micro and macro level, housing market research, analysis of consumer behavior, and conducting socio-economic survey to assess the market feasibility and identify a new business opportunity in the local housing market. 
3.Organization Change and Human Capital Management


Project Description 

Salary Structure for Port Authority of Thailand (PAT)

To study of relevant rules and regulations, job evaluation factors formulation, job evaluation by using factor comparison method to determine job value, job ranking according to the designed job evaluation factors. The final deliverables included a new salary restructure and compensation management scheme.

Competency and KPI design for Mandom (Thailand) Co. Ltd.

To set up the competency and KPI system for Mandom (Thailand) Co. Ltd. which involves the design, getting buy-in and execution of competency and KPI system which is first used in Mandom (Thailand) Co. Ltd. to be aligned with new strategic direction as well as change advisory to such system.

Development of Evaluation Criteria and KPIs for Major Funded Projects under FTA Scheme for Department of Foreign Trade (DFT), Ministry of Commerce: 

To analyze, and develop frameworks for evaluation of 13 major projects funded under FTA scheme. The scope also included the actual performance evaluation of three selected piloted projects and evaluation of DFT’s performance according to the stated objectives

Salary Structure Design for 57 State Enterprises and 13 subsidiaries to submit to State enterprise Policy Office (SEPO), Finance Ministry

To formulate a Compensation Structure design framework for Board
of Director; Top management; and employees (including 3 pilot organizations that are migrating from C to Band system) for all State Own Enterprises in Thailand (57 organizations) and some of their subsidiaries (13 organizations). Work included Job Evaluation, Compensation Benchmarking, Pay policy Construction, and Salary Structure design in the context of total Compensation

Salary Structure Design for 4 State Owned Financial Institutions (SFIs) and incentive plan for 9 SFIs to submit to State enterprise Policy Office (SEPO), Finance Ministry

To review job evaluation results and compare existing salary structure with market trend lines to recommend a pay policy line and salary structure framework for 4 SFIs and design incentive plan for 9 SFI for SEPO  

Design of Salary Structure for a leading Japanese automotive cooling system maker in Thailand

To design and recommend on compensation structure for employees at a leading Japanese automotive cooling system maker in Thailand following the company’s HR compensation policy.

Establishment of human resource system, staffing, and operational management  process for the SRT (Phase I – IV) 

To establish operational system and process; to manage the newly established Airport Rail Link’s human resource process and operations. Tools included international competitive benchmarking, development of competency model, competency dictionary, job descriptions for top management positions, and formulation of systematic recruiting process to acquire high – caliber talent. additionally, the working team developed a detailed migration plan to transfer the first batch of employees to the new SRT subsidiary company.

Organization re-design, staffing, and leadership development for a fast growing fashion retail company

To re-design the organization structure, develop leadership competency model, and staffing for a fast growing fashion apparel retailer which were expanding into real estate development and management business

Incentive Plan Design (A listed company on the Stock Exchange of Thailand and a major asphalt producer with operation in other countries in Asia.)

To design short – term incentive and long – term incentive in the form of Employee Stock Ownership program (ESOP) to provide effective incentive plan in terms of company financial impact and performance  expectation from employees as a part of performance management system.

Individual Development Plan (IDP) for King Projadhipok’s Institute (KPI) 

To arrange assessment Center for King Prajadhipok’s Institute; redesign a new systematic performance management system (PMS) and compensation structure; and develop a competency-based IDP and training roadmap to improve the organization’s overall performance and to enhance employees’ motivation. The project scoped also included pilot testing the new PMS system to ensure a successful implementation.

Formulation of new strategic direction with HR/Organization review and recommendation to achieve new business goals for the Metropolitan Waterworks Authority (MWA)

To study the current strategic direction of MWA to formulated new strategic direction, specify key financial management, and HR system related issues; organizational structure review to establish HR system that drives optimal financial returns based on new strategic direction. Designed suitable compensation structure to motivate the employees to drive for the organizational achievements

Research Evaluation Process Development for National Research Council of Thailand (NRCT)

To develop the assessment criteria, process, and tools as a guideline to analyze the Quality of research proposals under 2V program, which demonstrate their ideas and plans on how the researchers commercialize their studies that bring research into product and then to market by applying management tools and expert such as Logistics and Marketing in order to create value for their research studies. Under this assignment, the 2V Judges will have our criteria as outline to score and classify the support according to readiness of commercialization stages.

Change Management Project for Provincial Waterworks Authority (PWA )

To develop three major plans including Risk  Assessment and management  Plan, Communication Strategy, and Program Implementation Plan in order to gain more understanding and support from employees to implement new organization structure.

Career  Development  Strategy for King Projadhipok’s Institute (KPI) 

To diagnose key strategic issues that have intercepted  the growth of employee capability and career advancement. The  work scope included analyzing internal and external factors, studying best  practices, formulating competency model both core and  functional level, and  developing  career ladder as criteria for growth in order to upgrade  KPI’s standard on human capital policy and management.  

Career path for Thai researchers for National Research Council of Thailand (NRCT)

To formulate initiatives to develop career path for Thai researchers  which  would help strengthen Thailand competitiveness especially in the science and technology field. The process involved  literature review on career development, best practice analysis, and research strategic issues study from key stakeholders.

Change Program Implementation for Office of the Civil Service Commission (OCSC)

To help OCSC implementing the new Job Classification & Remuneration system for the whole Thailand’s civil service human resource system. The working team was responsible for identifying project risks, developing initiatives to capture them, proposing and updating implementation plan, both at project and ministerial levels. Moreover, the team was responsible for establishing ministerial touch points in 19 ministries as communication channels l for civil servants in central and regional areas from respective ministries to ensure a successful implementation.

Reorganization and Manpower Planning for Provincial Waterworks Authority (PWA )

To design and develop new organization structure to ensure the strategic alignment with new organization’s vision as “Operations Excellence”. In order to fulfill demand coverage both in rural and urban area, the relationship between headquarter and other regional branches need to be strengthened. The decentralization concept was deployed to improve the efficiency and productivity.

Human Capital Management for Office of the Civil Service Commission  (OCSC)

To provide consulting service in establishing the knowledge hub on human capital management which focuses exchanging and learning of experiences and lessons learned in the field of human capital management from partners, under Office of the Civil Service Commission.   

The Performance Based Compensation Restructuring Project  for Bank of Agriculture and Agricultural Cooperatives (BAAC)

To restructure the short and long term compensation schemes to support the bank’s upcoming Economic Value Management (EVM) and to better reflect   individual performance different.

Organization Development Plan for a leading  automotive parts manufacturer in Thailand

To construct organization development plan including new organization structure, performance management  system , job descriptions and salary structure In order to increase organizational performance and talent acquisition and retention

Corporate Governance Assessment for Thai  institute of directors  Association  (IOD) with funding from the stock Exchange Commission of Thailand (SEC)

To examine the detail of the quality of publicly available information on companies listed on the stock Exchange of Thailand based on international guidelines on corporate governance.

The findings were presented  to the National corporate Governance Committee, chaired by The Prime Minister, for promotion of the importance and benefits of good corporate governance.

Business process reengineering strategy and plan for the Office of Tourism Business and Guide Registration (TAT)

To map out the legacy business processes, identify key resource and capability gaps, and explore outsourcing and IT automation opportunities to increase organizational effectiveness and efficiency. The project also included a comparative  study on the tourism business and guide registration models used in four countries. 

Organization re-design and establishment of Human Resource system with Implementation Program Management for  a leading snacks/confectionary producer 

To develop the new organization structure, performance management system, job descriptions and salary structure in order to increase organizational performance, talent  acquisition and retention.

Reorganization of the pharmaceutical research unit for Government Pharmaceutical Organization (GPO)

To unleash the potential of its R&D unit and enhance the effectiveness of their operations through the development at new organization & structure.

Development of a national standard of IT literacy and job descriptions for Thailand  National Electronics and Computer Technology Center (NECTEC)

To develop a national standard of IT literacy and job descriptions for IT professionals in public service (IT Government  Officers and General Government Officers) and proposed career path and incentives for IT Government Officers.

Strategy-based transformation study for Office of State Enterprises  (OSE)

To work with OSE’s senior management and the Finance Ministry to Formulate the vision and key milestones for the OSE and to propose the most  appropriate organizational structure as well as a transitioning plan. 

To help optimize returns to the Government as the ultimate shareholder of state-owned enterprises and to enhance the value of its investments.

Salary Structure Improvement for Thai Asset Management Corporation 

To restructure the existing salary system and provision of necessary guidelines on proper administration to ensure fairness and employee satisfaction.