Cp Rice Global Marketing
Table of Contents
1 INTRODUCTION 5
1.1 COMPANY BACKGROUND 5
1.1.1 History of C.P. Company 5
1.1.2 C.P. INTERTRADE CO., LTD, the trading arm of C.P. group & major distribution of C.P. Thai rice 5
1.2 ORGANIZATION STRUCTURE 6
1.3 REASON FOR CONDUCTING INTERNATIONAL MARKETING ACTIVITIES 6
1.4 PRODUCT OVERVIEW 7
1.4.1 C.P. Main Products & services 7
1.4.2 Agribusiness & Food, the heart of C.P. 9
1.5 PARTICULAR PRODUCT (FOR GROUP ANALYSIS) 9
2 CURRENT MARKET SITUATION 9
2.1 COUNTRY ANALYSIS (TARGET MARKET) 9
2.1.1 Geographic Environment 9
2.1.2 Cultural Environment 12
2.1.3 Economic Environment 14
2.1.4 Political and Legal Environment 16
2.2 COMPETITORS ANALYSIS 19
2.2.1 Thailand; number one rice exporter 19
2.2.2 C.P. competitor analysis 20
2.3 EXTERNAL ENVIRONMENT OF HOST COUNTRY VS. MARKETING STRATEGIES 21
3 MARKET ENTRY STRATEGIES 23
4 MARKETING MIXES 23
4.1 PRODUCT 23
4.2 PRICE 25
4.3 PLACE (DISTRIBUTION CHANNEL) 26
4.4 PROMOTION 27
5 SWOT ANALYSIS FOR C.P RICE PRODUCT 28
5.1 WEAKNESSES AND STRENGTHS OF THE COMPANY 28
5.2 TREATS AND OPPORTUNITIES IN THE FOREIGN MARKET 30
5.3 SOLUTION OR POSSIBLE SOLUTIONS TO THOSE CHALLENGES 33
6 BCG MODEL FOR C.P. THAI RICE 33
7 RECOMMENDATION 35
Introduction
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.
Objectives
The objective of this report is to find out the background of...
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