CP

CP (Charoen Pokphand) CP is one of the most successful multinational companies in Thailand. It has great effects not just on ASEAN economy but China and Europe as well and it is rated number two on producer of chicken in the world. CP is a very old company that can be dated back around 1921,which if we talk about strategies, CP done it so many times by using the opportunities and gain advantages ahead of others. First of all, CP is a food company which sells mainly chickens. Nowadays, CP has thousands of branches around the world and number one chicken import and export in Asia and number one on animal food producer in the world. If we want to talk about CP strategies, we have to go through CP’s history in 1962. In 1962, CP was competed with many other crops companies to sell crop to Thai farmer in Thailand. However, at that time, farmers did not trust the crops that came from the companies because there were cases of rotten crops and the quality was very bad. CP, at that time, depended mainly on animal crop which were the main revenues for CP. Dhanin, owner of CP, had the idea that will throw the competitors off the game. He mixed and sold crops in packages instead of actual food for animals. He hired the specialist to control the product which it is rarely new in Thailand. CP promised to every farmer that they willing to pay for everything that happen related to their products. Therefore, CP gains farmer’s trust since then. CP slowly changed from selling animal crop to chickens due to the demand of chicken in Asia. In 1967, CP conducted four new minor companies to give opportunities for the one who has potential to show their management skill and CP bought 90% of stock market on chicken packaging. . In 1995, CP has over 57 factories in 50 cities throughout Asia and Europe. Nowadays, CP bought everything that help their business grows and reduces many competitors. For example, CP bought 7-11 which are American