Marketing Plan for Thai President Foods Public Limited Products: Executive Summary

Topics: Marketing, Instant noodles, Noodles Pages: 9 (2980 words) Published: February 11, 2011
Marketing Plan for Thai President Foods Public Limited’ products Executive summary
Thai President Foods Public 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 SahaPattanaphibul 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 NongKhaem District, Bangkok. After the first year, all the shares then were transferred to Thai shareholder who remains as the major shareholder until now. Thai President Foods Public Company Limited (TF) is one of the leading food manufacturing companies in Thailand. The company is engaged in the manufacturing and distribution of instant noodles and biscuits. It offers a wide range of instant noodles, biscuits, crackers, wafers, cookies, fruit juices, and breads. It sells these products in domestic and international markets under the brand names of MAMA, Bissin, and Homey. The company operates in five reportable segments namely Instant noodles, Biscuits, Cookies, Packaging, and Fruit juice. It has five subsidiaries and nine associated companies and operates three production sites in Sriracha, Lamphun and RayongProvinces. The Company have been listed 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. Environmental Analysis

Thai President Foods PCL is strongly committed to ongoing product development to serve consumers and society with best quality and world-class standard. Meanwhile, the company intends to improve our efficiency at all fronts, including production capability, packaging, machinery, logistic system, value-added product development in order to cope with intensifying competitive environment. As a result, the company is able to increase the market share continuously, and to maintain the leadership position in the instant noodle market. Thai president food is going to reinvest an instant noodle business in Chain. Thai President Foods Plc has brought new strategy that they had learned which they were fail in the past. Strength

-Cheap and Quick; Mama has a low price when compare with our type of foods. It is 5 baht per package. However on January 1, 2008, the price will increase to 6 baht. Moreover, it requires only 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 in 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. -Promotion; 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. Weakness

-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. Opportunity

Nowadays, Thai food became more popular. Therefore, Mama has a chance to export its product to new market worldwide. Adding more flavors to reach new target markets. Mama use new technology to produce instant paper cup noodles instead of plastic package. Threat

-Competitors: Mama has many competitors such as Wiwi and Yamyam. Someone think negative about Mama such as Mama is unhealthy food. Because of MAMA use...
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