Export Plan: Frozen Food Bangkok

Yana Lipcheva, 10004645
Alessandra Carrera, 12063460
Class:3D
Lecturer: mr. Meulens
GMM-5, 2012
   

The Hague University of Applied Science
International Business and Management Studies
The Hague University of Applied Science
International Business and Management Studies

11/15/2012

Contents
Executive Summary 3
Introduction 4
Background 5
PESTEL Analysis 6
Political Factors 6
Economic factors 6
Social Factors 7
Technological factors 7
Environmental factors 8
Legal factors 8
Internal Analysis 10
External Analysis 11
Market analysis for Bangkok, Thailand 12
Industry Analysis 13
SFAS and TOWS 14
Entry Strategy and Distribution 16
Export Marketing Mix 17
Segmentation 17
a. Demographic Segmentation 17
b. Geographic segmentation 17
c. Psychographic segmentation 17
d. Behavioral Segmentation 17
Products 17
Target Group 18
Positioning 18
Financial Plan 19
1-3 year forecast 19
Price: 19
Costs 19
Sales 19
Expats 19
Pricing Strategy 21
Conclusion 23
Recommendations 24
Bibliography 25

Executive Summary
The following export plan revolves around the Dutch based company EFT, a frozen vegetables exporter whose biggest clients are Hong Kong, Canada and Singapore. Our objective is to expand to another Asiatic city which is Bangkok. This city in one of the biggest economically speaking, therefore harboring a very big attraction for the company.
In our macro analysis of Bangkok we discovered that Political unrest in Thailand does not pose a threat to foreign companies as long as they stay clear of it, and the economic growth contra rests this setback. Bangkok is well known as the center of economic growth in Thailand but doesn’t have a very strong currency against the euro, which means a low exchange rate which is beneficial for the company. Also, the interest rate is being kept low as well as inflation, which are signs of welcome to foreign investment; another positive trait for us is... [continues]

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