1

Company background

() .. 2497 , () 59 (Vision)

(Vision Analysis)

(TradingFirm) (AEC) 2558 (Mission)

(Mission Analysis)

4 1. 2.

3. On the Job Training 4. (Value)

ISO 9001:2008 SGS Yarsley International Certification Services 13 2553

GMP Codex Alimentarius Commission 13 2544

HACCP Codex Alimentarius Commission 13 2544

HAL-Q (Hygiene) (Assurance) / (Liability) (Quality System) (HSC-CU) 1 2554

() PET 1 2555

2530PART IIEXTERNAL

ENVIRONMENT ANALYSIS 2 (The External Environment Analysis)

(Opportunities) (Threats) 3

1. (General Environment) PESTGD Analysis

1.1 (Demographic)

.. 2543-2544 60 10 3

(1) (2) (3) 47-48

1.2 (Economic)

2556 6 300 2556 4.5% 3 2554 5.6% 2555 5.4%

2556 300

1.3 (Political / Legal)

300 SMEs

.. 2555 23% 20% SMEs 5 30 0-5%

1.4 (Socio Cultural)

1.5 (Technological Environment)21 .. 2556 Internet of Things (IoT) RFIDE-Wallet Users 1.6 (Global Environment)

(AEC Blueprint) (Harmonization of Rules and Regulations) (Highly Competitive Economic Region) SMEs /

. (SCB EIC) "" . Brent $125-$150/ 80% 3-4 / EIC 0.2%-0.5% 2.5%-2.8% 3% 6.5%

(Industrys Environment Analysis)

Key Assets Key Activities Key Assets

()

Key Activities

()

(Threats of New Entrants)

(Economies of scale)

(Product Differentiation)

(Capital Requirements)

(Switching Costs)

(Access to Distribution Channels)

(Modern Trade)

(Cost Disadvantages Independent of Scale)

Government Policy

.. 2522 ..2535

(Bargaining Power of Suppliers)

2

(Bargaining Power of Customers)

(Threats of Industrys Substitute Products)

(Intensity of Rivalry among Competitors)

.. , , , , Nguan Chiang Food Industry Co., Ltd, () ,

2555

(Industrys Five Force Analysis) Industry's Five Force Analysis

(Threats of New Entrants)

(Bargaining Power of Suppliers)

(Bargaining Power of Customers)

(Threats of Industry's Substitute Products)

Attractive Industry (Competitor Analysis)Strategic group

25551 53% 30% 8%

()

80 %

70 %

1 8%

()

32%

Sizing -(Differentiation)

- -- 1. 2.3.

. ..2497 . .. 2525

.. 2525 . .. 2504 . .. 2528

BCG Analysis

(Relative MarketShare)* ()

53%40%1.325

//5%80%0.0625

3%72%0.0417

/8%8%1

10%32%0.3125

30%20%1.5

(Market Growth Rate) *: 56-1 2555 ()() :

2555 2554%

13,1003,050501.64

2//2,5202,400120 5.00

32,0301,9001306.84

4/1,8501,800 502.78

5930900 303.33

6420400205.00

10,85010,4504003.83

BCG Matrix

3.83 Star Question Marks Cash Cows Dogs

Cash cows 1.325 Cash cows Dogs 1 Dogs Question Marks 0.3125 Question Marks 0.06250.0417 Star 1.5

. 8% Benchmarking

Experience

.() .() . .S & W of Strategic Competitor(s)S1 :

W1 : W2 : W3 :

PART IIIINTERNAL

ENVIRONMENT ANALYSIS

(Value Chain) Michael E. Porter

(Value Chain)

(Primary Activities) (Support Activities) ()

5 Inbound Logistics () Operations () ISO 9001:2008 SGS Yarsley International Certification Service Outbound Logistics 2 Modern Trade , Lotus, BIG C, ( point of sale ) General Trade Marketing and Sales

1. , , Thaitheparos, Social Network Facebook, Instagram, , , 2. 2 91.25 8.75 () Customer Services CRM

4 Firm Infrastructure () 1. 2. Human Resource Management 3 1.

2.

3.

Technology Development 740 1x12 980 1x12 CRM (Customer Relationship Management)

Procurement 48.04 % 51.96 % 50 1 30

SWOT Analysis (Strengths), (Weaknesses), (Opportunities) (Threats) SWOT (SWOT Analysis) ()

S1 () ISO 9001:2008 SGS Yarsley International Certification Services GMP Codex Alimentarius Commission HACCP Codex Alimentarius Commission HAL-Q

S2 () 59 S3 S4 S5 () () S6

W1 () W2 W3

O1 4-6 O2 O3 2558

T1 T2

T3 T4 20T5

3-1 TOWS Matrix

Strengths

S1: S2: S3: S4: S5 S6 Weaknesses

W1: W2 W3

Opportunities

O1:

O2: O3: 2558

(SO Strategy)

S1,S3,O2: S1,O1: (WO Strategy)

W1,O2:

Threats

T1: T2: T3: T4: T5: (ST Strategy)

S2,T2: S2,S3,T5: S4,T1:

(WT Strategy)

W1,T3:

4

(Strategies Analysis) (Corporate Strategy)

() Growth Strategy Growth Strategy (Product Development) Intensive Growth

() Growth Strategy 2555-2556 0 80 (WTO) AFTA FTA

Growth Strategy () (Business strategy) () (Differentiation Strategy) (Trading Firm) (AEC) 2558 (differentiation strategies) 1. (differentiation strategies)

2. (pricing strategies)

3.

4. (product strategies)

(VALUE CHAIN)

(Primary Activities)

(Support Activities)

SWOT ANALYSIS

(Strengths)

(Weaknesses)

(Opportunities)

(Threats)

TOWS MATRIX

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2555 ()

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2555 ()

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