Old Chang Kee
Old Chang Kee expands to Thailand market
[Type the document subtitle]
Executive Summary
This feasibility study was commissioned to assess Old Chang Kee’s proposed marketing strategy to enter the Thailand market. This report draws attention to the analysis of the external factors of the new market, proposed entry strategy and internalization of marketing mix. The marketing objectives set for this study will remark on an increase of 15% of total international sales of Old Chang Kee’s products.
Master franchising is chosen because it provides an easier entry to Thailand food industry and is cost-efficiency compared to fully owned subsidiaries system. The factor that may hinder the business growth is the political instability and the high level of pollution in Thailand. The pricing for each product will follow the market price instead of converting the price in Singapore Dollar to Thailand Bath. The place and promotion strategy emphasize on the busy district areas in Bangkok for the first year in entering Thailand.
Table of Content 1. .Company Background 1 2.1 About Old Chang Kee 1 2.2 Product Description 1 2.3 Corporate Vision 3 2.4 Mission Statement 3 2. Corporate Goals 4 3.5 Ansoff’s Matrix 5 3.6 Porter’s Strategy 6 3.7 Market Entry Strategy 7 3.8 Evaluation of Entry Model for OCK to Thailand 8 3. Situational Analysis: PESTEL 11 4. SWOT Analysis 15 5. Marketing Objective 16 6. Target Markets 16 7. Marketing Mix Strategies 17 8.9 Product Strategy 17 8.10 Distribution Strategy 20 8.11 Promotion Strategy 21 8.12 Pricing Strategy 22 8. Implementation 26 9. Evaluation 28 10. References 30
1. Company Background
1.1 About Old Chang Kee
Old Chang Kee is a traditional snack chain in Singapore specializing in curry puffs and other local snacks. By distinction, the Old Chang Kee brand endured strong in Singapore, and the company
[Type the document subtitle]
Executive Summary
This feasibility study was commissioned to assess Old Chang Kee’s proposed marketing strategy to enter the Thailand market. This report draws attention to the analysis of the external factors of the new market, proposed entry strategy and internalization of marketing mix. The marketing objectives set for this study will remark on an increase of 15% of total international sales of Old Chang Kee’s products.
Master franchising is chosen because it provides an easier entry to Thailand food industry and is cost-efficiency compared to fully owned subsidiaries system. The factor that may hinder the business growth is the political instability and the high level of pollution in Thailand. The pricing for each product will follow the market price instead of converting the price in Singapore Dollar to Thailand Bath. The place and promotion strategy emphasize on the busy district areas in Bangkok for the first year in entering Thailand.
Table of Content 1. .Company Background 1 2.1 About Old Chang Kee 1 2.2 Product Description 1 2.3 Corporate Vision 3 2.4 Mission Statement 3 2. Corporate Goals 4 3.5 Ansoff’s Matrix 5 3.6 Porter’s Strategy 6 3.7 Market Entry Strategy 7 3.8 Evaluation of Entry Model for OCK to Thailand 8 3. Situational Analysis: PESTEL 11 4. SWOT Analysis 15 5. Marketing Objective 16 6. Target Markets 16 7. Marketing Mix Strategies 17 8.9 Product Strategy 17 8.10 Distribution Strategy 20 8.11 Promotion Strategy 21 8.12 Pricing Strategy 22 8. Implementation 26 9. Evaluation 28 10. References 30
1. Company Background
1.1 About Old Chang Kee
Old Chang Kee is a traditional snack chain in Singapore specializing in curry puffs and other local snacks. By distinction, the Old Chang Kee brand endured strong in Singapore, and the company
References: AgriSource Co., Ltd., Bangkok, Thailand, and Vladimir Diaz, Marketing Specialist . Thailand Product Brieft: Snack Foods Industry . Voluntary Report , Bangkok: U.S. Embassy, 2004. Brouthers, Keith D., Lance E. Brouthers and Steve Werner. 1996. Dunning’s Eclectic Theory and the Smaller Firm: The Impact of Ownership and Locational Advantages on the Choice of Entry-modes in the Computer Software Industry. International Business Review 5(4), 377-396.http://web.ebscohost.com.dbgw.lis.curtin.edu.au/ehost/detail?sid=08ffb0af-abeb-41c1-b586-d849fa5f58cb%40sessionmgr111&vid=1&hid=123&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&AN=8983743 (accessed January 10, 2012) Deresky, Helen. 2011. International Management – Managing Across Borders and Cultures (7th Edition), New Jersey: Pearson Education, Inc. Fletcher R, Crawford H. 2011. International Marketing – An Asia-Pacific Perspective (5th Edition), Victoria: Pearson/Prentice-Hall. Old Chang Kee.2009.Annual Report. http://oldchangkee.listedcompany.com/misc/ar2009.pdf ((accessed January 2, 2012) Yin, X. and Zajac, E. (2004) ‘The Strategy/Governance Structure Fit Relationship: Theory and Evidence in Franchising Arrangements’, Strategic Management Journal 25(4): 365–83. http://web.ebscohost.com.dbgw.lis.curtin.edu.au/ehost/pdfviewer/pdfviewer?sid=4b65423f-01e5-431f-a9a0-e5f661decc92%40sessionmgr10&vid=6&hid=10 (accessed January 10, 2012)