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Export Plan: Frozen Food Bangkok

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Export Plan: Frozen Food Bangkok

Page 1 of 30
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 Summary3
Introduction4
Background5
PESTEL Analysis6
Political Factors6
Economic factors6
Social Factors7
Technological factors7
Environmental factors8
Legal factors8
Internal Analysis10
External Analysis11
Market analysis for Bangkok, Thailand12
Industry Analysis13
SFAS and TOWS14
Entry Strategy and Distribution16
Export Marketing Mix17
Segmentation17
a.Demographic Segmentation17
b.Geographic segmentation17
c.Psychographic segmentation17
d.Behavioral Segmentation17
Products17
Target Group18
Positioning18
Financial Plan19
1-3 year forecast19
Price:19
Costs19
Sales19
Expats19
Pricing Strategy21
Conclusion23
Recommendations24
Bibliography25

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...