Mama Thai Instant Noodle Export Import Analysis

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Company Background

Thai President Foods Public Company Limited was established on February 15, 1972 with an initial registered capital of 6 million baht through a joint venture between President Enterprise Co., Ltd. of Taiwan – providing manufacturing technology expertise and Saha Pattanaphibul Co., Ltd. - responsible for marketing and distribution. The founding objective was to produce instant noodles under the "MAMA" brand. The Company’s first Head Offices were located on New Petchburi Road, while the first factory was inaugurated at Nong Khaem District, Bangkok. After the first year, all the shares then were transferred to Thai shareholder who remains as the major shareholder until now. The Company have been listd the Stock Exchange of Thailand and become a Public Company in 1994 with presently Registered Capital 240 million baht, comprising 18,000,000 ordinary shares, par value 10 bath per share, paid up 180 million baht.

Mama Products

Mama has variety of brands and products in food industry in which they separate their domestic products from export products. Mama’s main product is instant noodles under the brand name Mama is one of the most popular in Thailand as the brand has been a part in Thai market for the longest time comparing with other brands. The company had later launched many other products and brands including Homey, Bissin, Ruski, Mendake, Thai Chef, Kelly and Bamee. Under these brands, the company is able to expand its’ product lines to other kinds of food such as snacks, biscuits, fruit juice, etc. Today, Mama instant noodles have more than 20 variety of flavors which allow the company to match its exported products with each country preferences. The most famous flavor to all consumers both Thai and foreigner is Mama Shrimp Tom Yum. Mama instant noodles is also offered in vary sizes including pack 55-60 grams, pack 90 grams, bowl 60 grams, bowl 80 grams and cup. Internal Analysis

Internal Analysis of Product ;

Strength
Cheap and Quick : Mama has low price. It’s only 5 baht per package and it uses 3 minutes for preparation. Easy to Cook : Mama is one of the foods that require low abilities of cooking. It is only pour hot water then it is ready to eat.  Easy to Find : Mama has many distribution channels. You can easily find Mama in everywhere even in a small shop near your house or a big store.  Many flavors : Mama has lunched many flavors to suit individually person. There are at least 20 flavors with also different type of noodles. Promotions : Mama has many promotions for their customers e.g. lucky draw for gold.  Brand Loyalty : Mama has been introduced for 35 years. Therefore, everyone known Mama and will choose Mama as the first choice.

Weaknesses
Low Nutrient
Mama has mostly only carbohydrate in their product. And people concern about the Monosodium Glutamate that Mama has been use in the ingredient.  High Production Cost
Recently, Mama has been face with the problem of high production cost.

Internal Analysis of the Company ;

Strength
 Global Network : The company has a global network and its products are sell in both Thailand and International markets.  Reputation : The company has won the reputation as one of the most successful Thai distributors with its effective logistics system, wide distribution networks, and efficient handling services.

 Wide Range of Products : The company has wide range of products and can customize to serve different preferences of customers in different countries.  Large Markets : The company’s market has expanded to many countries like North America, Europe, Asia, and Oceania with the estimated annual capacity of 100 million packages per year.

Weaknesses
 Image : Because the company specially focus on MAMA so consumer only knows that this company sells only MAMA even they produce many products besides MAMA.

Exact Product Line we are going to export
1. Instant Noodles Artificial Tom Yum Pork Flavour

2. Instant...
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