1.1.1History of C.P. Company5
1.1.2C.P. INTERTRADE CO., LTD, the trading arm of C.P. group & major distribution of C.P. Thai rice5 1.2ORGANIZATION STRUCTURE6
1.3REASON FOR CONDUCTING INTERNATIONAL MARKETING ACTIVITIES6 1.4PRODUCT OVERVIEW7
1.4.1C.P. Main Products & services7
1.4.2Agribusiness & Food, the heart of C.P.9
1.5PARTICULAR PRODUCT (FOR GROUP ANALYSIS)9
2CURRENT MARKET SITUATION9
2.1COUNTRY ANALYSIS (TARGET MARKET)9
2.1.4Political and Legal Environment16
2.2.1Thailand; number one rice exporter19
2.2.2C.P. competitor analysis20
2.3EXTERNAL ENVIRONMENT OF HOST COUNTRY VS. MARKETING STRATEGIES21 3MARKET ENTRY STRATEGIES23
4.3PLACE (DISTRIBUTION CHANNEL)26
5SWOT ANALYSIS FOR C.P RICE PRODUCT28
5.1WEAKNESSES AND STRENGTHS OF THE COMPANY28
5.2TREATS AND OPPORTUNITIES IN THE FOREIGN MARKET30
5.3SOLUTION OR POSSIBLE SOLUTIONS TO THOSE CHALLENGES33
6BCG MODEL FOR C.P. THAI RICE33
Enclosed within this report is the background of the Charoen Pokphand Group; Asia’s leading globally committed conglomerate, how it was started and their main products and services as “Rice” product is the key focus. It includes host country and competitor analysis, market entry strategy also being explored in this report. This detailed explanation was arrived after much research and analysis.
The objective of this report is to find out the background of the company, as Rice is specific product and Singapore is a trading partner .We hope to know about host country environment which affect the demand for the company product and their competitors as well as the entry mode and market entry strategy. We also analyse marketing mix and company’s SWOT as the data tell many things about the company.
Above all, we hope to improve our ability and understanding and also educate other classmate about the modern philosophy in the field of Global marketing and its applications in Thai situation. We are working on and for them to have a better understanding of the subject.
1.1.1History of C.P. Company
In 1921, Charoen Pokphand Group or generally know as C.P. Group was very first introduced as a small seed shop in Bangkok’s China town named “Chia Tai” by Chia brothers, Ek Chor and Siew Whooy. A successful seeds business in Thailand allowed this company to steps forward to other level; livestock farming, then toward a fully integrated agribusiness (as of seed to feed to food).
During 30 year of operation; C.P. reached fifth largest feed mill operator in the world. Recently C.P. group is the largest conglomerate business in Thailand and one of the leading conglomerates in Asia. Since Charoen Pokphand Group carry on aggressively invest and operate in numerous industries across the world, agribusiness still is intensely embedded within the practicalities of the organization as it branches additional into the international markets. The C.P. group is now employing greater than 250,000 people worldwide and attained 14 million dollars at the end of 2006.
1.1.2C.P. INTERTRADE CO., LTD, the trading arm of C.P. group & major distribution of C.P. Thai rice
The International Trading Business Group of C.P. or commonly known as C.P. Intertrade CO., LTD was founded in 1979 as general trading company promoted by Thailand’s Board of Investment (BOI) ), with registered capital 100 million baths.
C.P. Intertrade CO., LTD is the trading arm of C.P. Corporation conducts trade sorting from basic agricultural products and industrial raw materials to high value-added...