PROJECT PRESENTATION 18

REPORT

HIRE UP

BACHELOR OF SCIENCE IN
DIGITAL TECHNOLOGY FOR BUSINESS INNOVATION (DTBI)
SCHOOL OF INFORMATION TECHNOLOGY
MAE FAH LUANG UNIVERSITY

This document is submitted in partial fulfillment of the requirements for

the course: 1301116 Digital Business Transformation and
Development
Academic year 2022, Semester 2
 Contents
1. Introduction to the business
2. List of Products/Services/Offers
3. Company Mission, Objectives and Goals
4. Business Portfolio
5. 5 Step Model of the Marketing Plan
a. Understanding the Marketplace and Customer Needs
b. Designing a Customer Driven Marketing Strategy
c. Constructing an integrated marketing plan
d. Building Customer Relationships
e. Capturing Customer Value
6. Executive Summary
7. Analysing current situation of the Company
8. BMC
9. Market Segmentation
10. Cage Distance
11. PESTLE Trends
12. Microenvironment
13. Macroenvironment
14. Porter’s 5 Forces Competitor Analysis
15. SWOT Analysis
16. Objectives and Issues
17. Marketing Strategy
18. Action Program
19. ROI
20. Budget
21. Control
22. Citations
 Business Background

Introduction to World Grow Co.Ltd’s background

World Grow Co.Ltd Thailand is an agricultural company that specializes in the

production and export of high-quality organic fruits, vegetables, and healthy chemical-free

products. The company was founded in 2011 by Pitchapat Wanchai (founder and CEO of World

Grow Co.Ltd and also a CEO of Health Herb Center Co.Ltd) and a group of experienced

entrepreneurs with a vision to become a leading agribusiness in Thailand and Southeast Asia and

has since grown to become a leading supplier of agricultural products in Thailand and around the

world. The company’s headquarters is located in Bangkok, Thailand. The company began as a

small operation, producing a limited range of organic fruits and vegetables for the local market.

However, as the company’s reputation grew, it began to attract customers from around the world,

and its operations expanded accordingly. World Grow Co.Ltd produces a wide range of organic

fruits and vegetables, including mangoes, papayas, pineapples, bananas, coconuts, avocados,

mulberries, and various types of vegetables. The company’s products are grown using natural

farming methods, which involve the use of organic fertilizers, crop rotation, and pest control

measures that do not rely on synthetic chemicals. The company’s farms are located in areas with

ideal growing conditions for its products, including areas with rich soil and favorable climate

conditions. The company’s farms are equipped with modern

facilities and equipment, including irrigation systems, harvesting

machines, and storage facilities.

 This company has achieved several notable achievements over the years. It has been

awarded several certifications and accreditations, including the Good Agricultural

Practice(GAP), Hazard Analysis and Critical Control Points(HACCP), Global GAP, Intertek

(ISO 9001 certification), Organic Agriculture Certification Thailand(A.C.T), HALAL certificate

(The central Islamic Committee of Thailand), 3rd NSP Innovation Fair 2017, and so on. These

certifications demonstrate the company’s commitment to producing high-quality organic

products that meet international standards for safety and quality. In addition to its certification,

World Grow Co.Ltd has also received awards and recognitions for its achievements in

sustainable farming and environmental conservation. The company has been recognized by the

Thai government for its contributions to sustainable agriculture and has been awarded the

Thailand Trust Mark for its high-quality products. The company’s focus on quality and

sustainability has enabled it to establish a strong presence in international markets. It has also

expanded its operations to other countries in Southeast Asia, including Vietnam and Indonesia.

World Grow Co.Ltd’s mission is to be a leading provider of high-quality agricultural products

and services in Southeast Asia while promoting sustainable agriculture practices and supporting

local communities. The company’s export volumes have steadily increased over the years, and it

is poised for continued growth, as demand for high-quality fresh produce continues to grow

globally.

World Grow Company

The World Grow Co.l.td owns many organic and traditional Thai products. World Grow

places a great emphasis on the product itself. Each type of product in the chain is a product that

is obtained from farmers to process, which makes the company's products very diverse, such as
mulberry juice, bringing medicinal plants to make a powder that will make it more convenient.

This makes it possible for the company to penetrate various customer groups. This means that

each product generates its “own” revenue.

Business intentions

World Grow has developed a number of processed products over the years, but they don't

plan to stop anytime soon, since 1998 it has established a privatization company. The company

has developed products from ordinary agricultural products that consumers may not be much

more interested in being more valuable. At this time, there may not be many products for

consumers to choose from. In the future, the company has the plan to process products in various

forms to choose more such as organic snacks, or to develop the old products to be more diverse.

The mission statement that the company established is “to step into sustainable

competition in the global market and create maximum satisfaction for

consumers according to international standards.”

World Grow’s Direct Competitors:

World Grow's main competitors are Phu Doi and Doi Khum because both of these

companies are mainly processing companies and also have similar products. But with knowledge

of consumers, they will know more about Doi Khum's products and this is the main disadvantage

of our company.
World Grow Co.Ltd’s products

World Grow Co.Ltd offers a diverse range of agricultural products, including :

1. Raw materials

2. Tea / Coffee

3. Food and drink

4. Cosmetic

5. Herbs

6. Supplement Products for Plant, Animal, Soil, Human

Listing of all of World Grow Co.Ltd’s products
● Tea/Coffee
● Cosmetic

● Food and Drink

● Herbs
● Supplement Products for Plants

● Supplement products for Animal

● Supplement products for Soil

● Supplement products for Human

World Grow Co.Ltd’s services

As an agricultural company, World Grow Co. Ltd is offering a wide range of services

related to the cultivation, production, and distribution of agricultural products. Some of their

services may include:

1. Crop Production : They are offering services related to the production of crops such as

planting, harvesting, and crop management. This could include using sustainable farming

practices to maximize yield and quality.

2. Irrigation and Water Management : They provide services to ensure proper irrigation

and water management to improve crop production and maintain soil health.

3. Pest and Disease Management : They are also offering services to manage pests and

diseases that could harm crops, using methods such as integrated pest management to

minimize the use of chemical pesticides.

4. Soil Testing and Analysis : They provide soil testing and analysis services to help

farmers make informed decisions about soil management and nutrient application.

5. Supply Chain Management : They offer services related to the distribution and logistics

of agricultural products, including transportation, storage, and handling.

6. Agroforestry and Land Management : They provide services related to agroforestry,

which combines agricultural and forestry practices to create more sustainable land use

systems.

7. Agricultural Consulting and Training : They offer consulting and training services to

farmers, helping them to improve their farming practices and adopt new technologies and

approaches.
Offerings of World Grow Co.Ltd

Agricultural companies like us can offer a range of products and services to support

farmers and agricultural businesses.The types of offers an agricultural company might have

include:

1. Seeds and Plant Material : Agricultural companies may offer a range of seeds and plant

materials for different crops, including hybrid varieties that have been specifically

developed to resist pests and diseases, and to thrive in different environmental conditions.

2. Fertilizers and Soil Amendments : Companies may offer a range of fertilizers and soil

amendments to help farmers maintain soil health and improve crop yields. These

products may include organic and synthetic fertilizers, soil conditioners, and microbial

inoculants.

3. Crop Protection Products : Agricultural companies may offer a range of crop protection

products such as pesticides, herbicides, and fungicides to help farmers protect their crops

from pests and diseases.

4. Farm Machinery and Equipment : Companies may offer a range of farm machinery

and equipment, including tractors, harvesters, and irrigation systems to help farmers

improve efficiency and productivity.

5. Agricultural Services : Agricultural companies may offer a range of services to support

farmers, including agronomy consulting, soil testing, crop scouting, and precision

farming.
 6. Sustainable Farming Practices : Companies may offer sustainable farming practices

and solutions to help farmers adopt environmentally-friendly and sustainable approaches

to agriculture, including organic farming, conservation tillage, and cover crops.

7. Agricultural Financing : Companies may offer financing and credit options to farmers

to help them manage the costs associated with agricultural production and expansion.

Defining the company’s mission

The mission statement of World Grow Co.Ltd typically outlines the company's purpose, goals,

and values in the context of its role in the agricultural industry. It may include elements such as:

1. Providing high-quality products: This company aims to provide farmers and other

customers with high-quality seeds, fertilizers, pesticides, or other agricultural inputs that

can help increase yields and improve crop quality.

2. Improving agricultural practices: They also focused on developing and promoting

sustainable agricultural practices that can help reduce environmental impact and preserve

natural resources.

3. Supporting farmers and rural communities: This company prioritizes building strong

relationships with farmers and rural communities, and supporting their economic and

social development.

4. Advancing innovation: This company is focusing on developing new technologies,

techniques, or products that can help address challenges such as climate change, pest and

disease management, or food security.

 5. Ensuring food safety and security: They aim to ensure the safety and security of the

food supply, by promoting responsible and ethical production practices, ensuring

traceability and transparency in the supply chain, and working to prevent foodborne

illnesses.

Setting Company objectives and goals

As an agricultural company, setting clear objectives and goals is essential for driving

success and growth.

● Increase production and yields : One objective could be to increase production and

yields of crops, livestock, or other agricultural products. Goals may include increasing

production by a certain percentage or improving yields through the use of new

technologies or farming practices.

● Expand market share : An objective could be to expand the company's market share in

a specific region or industry sector. Goals may include increasing sales or market

penetration, or entering new markets through strategic partnerships or acquisitions.

● Enhance sustainability : An objective could be to enhance the sustainability of the

company's operations, by reducing waste, improving resource efficiency, or adopting

more sustainable farming practices. Goals may include reducing carbon emissions,

improving water and soil quality, or promoting biodiversity.

● Improve customer satisfaction : An objective could be to improve customer satisfaction

and loyalty by providing high-quality products and services, excellent customer support,

and building strong relationships with customers. Goals may include achieving high
 customer satisfaction scores, increasing repeat business, or receiving positive customer

feedback.

● Develop new products or technologies : An objective could be to develop new products

or technologies that can help farmers increase yields, reduce costs, or improve

sustainability. Goals may include bringing new products to market within a certain

timeframe, achieving patent protection, or securing partnerships with key stakeholders.

Designing business portfolio

Company name World Grow Trading and Marketing Co., Ltd

Company Profile Founded in 2011 by a group of experienced

entrepreneurs

Started as a small organization that produced

limited range of organic fruits and vegetables
for local markets

Vision “Become a leading agricultural business in

Thailand and SEA”
Address 399 Moo 1, Pong Pha Subdistrict, Mae Sai
District, Chiang Rai Province, Thailand
57130

Social Media & Contact Information Facebook

https://www.facebook.com/worldgroworganic
farm

Email
[email protected]

Website
https://www.worldgrowmarketing.com

Phone numbers
099-169-9515
094-425-4915

Specialties Specialized in agricultural products made

with organic raw materials from Thailand

Modern production and processing facility

that meets international standards

Raw materials from the farm are fresh, clean,

safe, chemical-free

The farm has activities to educate about

organic farming, such as visiting inside the

farm, composting, harvesting, and exchanging

knowledge
Certifications ➢ Good Agricultural Practice(GAP)

➢ Hazard Analysis and Critical Control

Points(HACCP)

➢ Global GAP

➢ Intertek(ISO 9001 certification)

➢ Organic Agriculture Certification

Thailand (A.C.T)

➢ HALAL certificate

➢ 3rd NSP Innovation Fair 2017

Supports
(ผูส
้ นับสนุ น)

Product category ➢ mulberry juice

➢ inputs(ปัจจัยการผลิต)
➢ agricultural products
➢ dietary supplement
➢ traditional medicine
➢ herbal powder
➢ dried herbs
➢ cosmetics
 Strategic Business Unit: Mon Keaw Mulberry Juice
The World Grow company is made up of various brands, one of which is the Mon Keaw

Mulberry Juice.

According to the BCG, which helps sort SBU’s into a Growth-Share matrix, the Mon

Keaw Mulberry Juice is classified as a ‘Cash Cow’.

Cash cows are low-growth, high-share businesses or products. These established and

successful Strategic Business Units (SBUs) need less investment to hold its market share.

Why is Mon Keaw a cash cow?

Our main product is mulberry juice. The mulberry juice has been produced continuously

and has consistent returns, but it does not generate a high profit margin in comparison to other

SBU’s in the company. The product itself is not well known in the market, but if the mulberry

juice can be developed and aimed towards a higher marketing standard, it can be developed into

the group of stars.

 Understanding the marketplace and customer needs

Needs, Wants, and Demands

The world is focused on Eco-friendliness, veganism, health, and convenience now. Our

marketplace is oriented around these trends and fixed on their needs and preferences. Our

mulberry juice falls under 2 of the 5 main things humans need, which include food and health.

Consumers want the juice to be appealing, not only to their taste but to their visuals as well

(aesthetic / trendy), and demand a fair price and convenience for the product.They may look for

affordable, yet quality products in the market.

Customer needs : Customers who drink mulberry juice may have a primary need for a delicious

taste.The taste of mulberry juice can vary depending on the type of mulberry used and the

method of preparation, but it is generally described as sweet and slightly tart.Mulberry juice is

believed to have numerous health benefits, including improving digestion, boosting the immune

system, and reducing inflammation. Customers who drink mulberry juice may have a primary

need for these health benefits.It is rich in antioxidants, vitamins, and minerals, including vitamin

C,iron, and potassium.Customers who drink mulberry juice may have a primary need for these

nutritional benefits.The one who drinks our mulberry juice may have a primary need for a

convenient way to consume the fruit.Juicing mulberries can be time-consuming and messy, so

we pre-bottled our mulberry juice which our customers may be preferred.

Customer wants : Customers may want a high-quality mulberry juice that is made with fresh,

ripe, and organic mulberries.They may also want mulberry juice that is made with natural and
organic ingredients, without any artificial flavors, colors,or preservatives.Their want can also be

the mulberry juice which is sourced from ethical and sustainable farms or producers, who use

eco-friendly practices and support local communities.They may want a range of mulberry juice

flavors and blends that offer unique and innovative taste experiences.Our customers want can be

the mulberry juice that is affordable and offers value for money, without compromising on

quality or taste.

Customer demands : Our customers may demand high-quality mulberry juice made from fresh

and organic mulberries.Their demands can be natural and organic mulberry juice without any

artificial flavors, colors, or preservatives.It can also be the one that is convenient to purchase,

store, and consume at home or on-the-go and a range of mulberry juice flavors and blends that

offer unique and innovative taste experiences.

Market offering

The market offers a wide range of health-inducing products, most in the form of

supplements. Juices are scientifically proven to work much faster than their original counterparts.

They are more efficient and simpler in maintaining a daily dose of vitamins and minerals in our

diets.Our mulberry juice is made from 100% mulberry and is the perfect fit for the marketplace.It

offers not only health benefits but gives a sense of freshness and a new taste to juices. Mulberry

juice is not common in the marketplace, unlike other berries(i.e:strawberries,blueberries) and

fruits, which is why this product offers a new perspective to the market.
Value and Satisfaction
Customers value products that have great quality at reasonable prices. The expectations

of consumers from the Mulberry juice after their purchase include

1. The immediate effect on the digestive system

2. The sense of feeling fresh

3. Rich and viscous taste

Consumers feel satisfied when the product meets their expectations, and in doing so, they spread

the word about their experience to those around them. Their positive comments and experiences

will lead them to purchase the product even further while recommending it to their friends and

family.

Exchanges
The exchange cycle is marketing signifies the relationship between the consumer and

their supplier. The mulberry juice is 100% organic with no chemicals or additives. This makes

the consumer less dependent on the product, unlike many other health-inducing juices which

cause drawbacks in lack of consumption. This juice provides immediate results that create its

value, and in return, the supplier gains their trust and pushes towards stronger evangelism. The

more that the consumers gain from the product, the more the supplier will gain customers.

Market
To estimate the size of the mulberry juice market, we can conduct market research to

gather data on consumer demand and behavior, competitor analysis, market trends, and sales data

from different channels.As today is a digital age, having a strong online presence is crucial for

the success of any business.Our company mostly operates solely online, selling our mulberry
juice or services through our website or social media platforms.Our company doesn’t have any

brick-and-mortar stores or other physical locations. This approach has several advantages, such

as low overhead costs, 24/7 availability, and the ability to reach customers from all over

Thailand.However, there are also challenges that come with this approach.As more companies

shift towards online marketing, the competition in the digital space becomes even more intense.

It can be difficult for our company to stand out and attract customers.According to a report by

Euromonitor International, the retail value of juice in Thailand was THB 48.6 billion in 2019,

with a projected annual growth rate of 4.2% from 2020 to 2025.This suggests that there could be

potential for a market for mulberry juice in Thailand’s growing berry juice industry.As we made

an analysis and discuss about the market size of our mulberry juice, we learned that there’s no

precise market size for our product.So, our product’s market size in comparison to our

competitors is difficult to estimate, the growing juice market in Thailand suggests that there

could be potential for a new player in the market, particularly if we can differentiate ourselves

from existing competitors.

Designing a customer-driven marketing strategy

The World Grow Co.Ltd. utilizes the marketing concept for their marketing strategy.

These include:

1. Highlighting the health benefits : Mulberry juice is a great source of antioxidants,

vitamins C and K, iron, and calcium. These nutrients help boost the immune system,

improve digestion, lower blood sugar levels, and promote healthy skin and hair, etc. The

company makes sure to emphasize these benefits in their marketing campaigns.

 2. Offering free samples : This allows them to try the product without committing to a

purchase, and if they like it, they may become regular customers.

3. Local print ads : Advertise the brand in local newspapers and magazines. The brand has

created leaflets and flyers with its story and benefits that have been distributed to their

channels.

To improve the marketing strategy, our team has decided to continue with the same market

approach, but enhance it to better fit our target market. Our methods include:

1. Creating a brand identity : Develop a brand identity that resonates with the target

market. The brand identity should reflect the unique selling proposition and the values

that the product represents. This could be done by creating a logo, a tagline, and

packaging that reflect the brand’s value.

2. Developing a promotion strategy : Develop a promotional strategy that can reach the

target market effectively. This could include social media marketing, influencer

marketing, email marketing, and content marketing. Utilize these channels to educate

customers about the benefits of mulberry juice, highlight its unique selling proposition,

and showcase the brand’s values.

3. Participate in health and wellness events : Attend health and wellness events and

showcase our mulberry juice. This provides an opportunity to interact with potential

customers, educate them about the product, and offer free samples.

4. Sponsor an Event : Partner with local health and wellness events to promote our brand.

We could offer samples, giveaways, or discounts on our products.

 5. SEO(search engine optimization)and Google Ads : Invest in search engine

optimization (SEO) and Google Ads to help customers find our website when they search

for “mulberry juice”.This can be a more cost-effective marketing approach that can yield

long-term benefits.

Social media marketing

1. Create a brand account for mulberry juice on social media platforms such as Facebook,

Instagram, and Twitter.

2. Use hashtags related to health, wellness, and organic products to reach a wider audience.

3. Share visually appealing photos and videos of mulberry juice, including shots of the

bottle, ingredients, and production process. Use graphics and animation to make the

content more engaging.

4. Share customer testimonials and reviews to establish social proof and encourage others to

try the product.

5. Use social influencers and brand ambassadors who can help promote the product to their

followers.

6. Run social media contests and giveaways to encourage engagement and brand awareness.

7. Create a blog or newsletter that discusses the health benefits of mulberry juice. And share

articles and research studies that support the product.

8. Use social media ads to reach a wider audience and target users based on their interests,

demographics, and behaviors.

 9. Respond to comments and messages promptly and engage with the audience by

answering their queries and comments.

10. Monitor and track the performance of the social media campaigns using analytics tools

and adjust the strategy as needed.

Who are we serving?

Our target market consists of people who are health-conscious consumers and are on the

lookout for organic products. The juice is certified halal and vegan, which broadens the choices

of many customers when it comes to beverages. Whether they look for refreshments or

something to help stimulate their health, mulberry juice is a perfect choice. It is also targeted

toward those who are looking for a unique, innovative, and exotic flavor that is not commonly

found in other juice products.

Those who take daily supplements, vitamins, and other forms of healthy products would also be

willing to try out this new and beneficial juice.

Since Thailand’s population is majorly divided into local and foreign citizens, it is important to

identify who we focus on. The locals have a fixed routine and are less likely to try a new product

like this, but the fact that it is a traditional product will definitely pique some of their interest. In

contrast, foreigners in Thailand are much more open to new and interesting things in the market.

As mulberry juice is not very popular compared to other juices, this concept will certainly

intrigue them.
How are we different?
Our product is a new concept in juices in the market, however, we have competitors who

have similar products. Our aim to be different and stand out in the market is to engage with the

consumers/customers as much as possible, to not only make them feel acknowledged, but also

involved in a good cause. Our idea is to conduct workshops and open tours of the farm, where

the mulberry juice is produced. The packaging of the product will already consist of the

backstory of the origin of this product, targeting the pathos appeal to the customers. Thailand is

long known for its traditional manners and techniques, so having first-hand experience in

something the customers might potentially consistently consume will be a great way to be one

step closer to our market.

Constructing an integrated marketing plan

Product

Product name: Mon-Keaw Mulberry Juice

Product Description

Mon-Keaw Mulberry Juice is a premium quality juice made from 100% fresh,

hand-picked mulberries. The juice is naturally sweet and tangy, with a deep purple color and a

smooth texture. It is a refreshing and healthy beverage that can be enjoyed on its own or mixed

with other juices and drinks or used as syrup on ice creams and yogurt.

Key features

1. All-natural ingredients : Mon-Keaw Mulberry Juice is made from 100% natural and organic

ingredients, with no preservatives or artificial flavors.

2. Nutritious and healthy : Mulberry contains fiber, calcium, phosphorus, potassium,

magnesium, carbohydrates, iron, and proteins that are essential for good health. It is highly

beneficial against several chronic conditions, such as heart disease, diabetes, and cancer

Mulberry juice is a rich source of vitamins, minerals, and antioxidants, making it a healthy

beverage choice.

3. Delicious Taste : Mon-Keaw Mulberry Juice has a delicious taste that is sweet and tangy, with

a refreshing aftertaste.

4. Versatile : Our product can be enjoyed on its own or mixed with other juices, smoothies, or

cocktails, making it a versatile beverage option.

Price

1. 45 baht for one bottle (average price in the market)

2. Delivery price is separate (depending on the source of purchase)

3. Payment on purchase

Place

1. Online platforms

2. Shopee

3. Lazada

4. Website

5. Retail stores
Promotion

1. As the target market of our business is students and adults, we focus on the online

platform rather than offline.

2. Advertising on social media such as Facebook, Tiktok, and Instagram.

3. (Marketing Concept Above)

Building customer relationships

Customer Acquisition
1. Identify our target audience : The first step is to identify the people who are most likely

to be interested in our product. Consider factors such as age, lifestyle, and health

concerns. Once we have a clear understanding of our target audience, we can create

marketing messages and campaigns that will appeal to them.

2. Leverage social media : Social media platforms such as instagram, Facebook, and

Twitter can help us connect with potential customers.Create engagement content that

showcases the benefits of our mulberry juice, and consider running social media ads to

target specific audiences.

3. Influencer audience : Partner with influencers who have a following in the health and

wellness space. They can help us promote our product to their audience and provide

social proof of the benefits of our mulberry juice.

 4. Offer promotions and discounts : Consider offering discounts or promotions to

encourage people to try our product. For example, we could offer a discount for first-time

customers or bundle our juice with other health products to create a special offer.

5. Build partnership with retailers : Identify retailers that cater to our target audience and

create partnerships to get our products to get on their shelves.Make sure to offer

promotional materials such as posters and flyers to help promote our product in-store.

Customer satisfaction

1. Customers expect a high-quality product that tastes good and also the nutrition of the

product, has a pleasant texture, and delivers the promised benefits.Make sure our

mulberry juice meets these standards.(Quality of the product)

2. Ask our customers for feedback and suggestions for improving the product.Consider

creating surveys or conducting focus groups to gain insight into their

opinions.(Customer feedback)

3. Providing excellent customer service can improve customer satisfaction.Make sure to

respond promptly to any questions or concerns and provide friendly and knowledgeable

support.(Customer service)

4. The packaging and labeling of our mulberry juice can impact customer satisfaction.Make

sure the packaging is attractive and functional, and the labeling is clear and

accurate.(Packaging and labeling)

5. The price of our mulberry juice can also affect our customer satisfaction.Ensure

that it is competitively priced compared to similar products in the market.(Price)

 6. Customers appreciate convenient access to the product. Make sure our mulberry

juice is available in a variety of retail locations, and consider offering online

ordering and delivery.(Distribution and availability)

7. Reward loyal customers with incentives such as discounts or exclusive offers to

improve customer satisfaction.(Loyalty programs)

By focusing on these factors, we can improve customer satisfaction and build a

loyal customer base for our mulberry juice product.

Customer retention
1. Offer a subscription : Encourage customers to sign up for a subscription service where

they can receive regular deliveries of our mulberry juice.This makes it more convenient

for them to get the product regularly and helps ensure they don’t forget to reorder.

2. Provide excellent customer service : Customers are more likely to return if they receive

great customer service.

3. Deliver a great product : Continuously improve the quality of our mulberry juice and

deliver consistent results to keep customers happy and satisfied.

4. Ask for feedback : Ask customers for feedback and suggestions on how to improve our

product or service. This can help us identify areas for improvement and make changes to

keep customers coming back.

Customer loyalty
Building customer loyalty is critical for any business, including those in the mulberry

juice industry.
 1. Deliver high-quality product consistently : Consistency is key when it comes to

building customer loyalty. Ensure that our mulberry juice product is of high quality and

consistently delivers the promised benefits.

2. Encourage customer feedback : Encourage customers to leave feedback on our product

or service. This can help build a relationship with them and keep our product top of mind.

3. Personalize the customer experience : Get to know our customers and personalize the

experience. Consider sending them personalized emails or offering product

recommendations based on their purchase history.

4. Share the story of our brand : Share the story of our brand and the benefits of mulberry

juice with our customers. This can create an emotional connection and build loyalty over

time.

By following these strategies, we can build customer loyalty for our mulberry juice product and

create a strong , loyal customer base that continues to purchase from us.

Are we actually creating value?

Yes,if a mulberry juice product is creating value, it is important to consider market

demand, competitive landscape, unique selling proposition, quality and ingredients , branding

and marketing strategies. Market research and consumer feedback can provide insight into these

factors and help determine the potential success of the product.The value of mulberry juice is

derived from its nutritional content and potential health benefits. By turning fresh mulberries

into juice, we are able to preserve and concentrate the nutrients and beneficial compounds found

in the fruit, making them easier to consume and more readily available for our bodies to absorb.
 Additionally, mulberry juice also has value as a product that can be sold or consumed for

its taste and other sensory qualities. This means that creating mulberry juice has value both in

terms of its intrinsic nutritional content and its extrinsic market value. Overall, creating

mulberry juice is a process that adds value to the raw material and has the potential to benefit

both consumers and producers. Perceived benefits can include factors such as taste, nutritional

value, health benefits, and convenience, among others. Perceived costs can include factors such

as the price of the juice, the effort required to purchase the juice, and the availability of the

juice.

Are our customers satisfied?

Customer satisfaction can be influenced by various factors such as the quality of the

product, the price, the packaging and the level of customer service, among others. To determine

if customers are satisfied with a mulberry juice product, it is important to gather feedback from

them through surveys or by monitoring online reviews and ratings of the product.

Once our mulberry juice is available in the market, we can collect customer feedback

through various channels such as online reviews, surveys and social media to understand their

satisfaction levels and identify areas for improvement. This information can be used to make

necessary adjustments to the product or marketing strategy to better meet customer needs and

expectations. Customer satisfaction with our mulberry juice’s perceived performance can be

measured by comparing the customers’ expectations with their actual experience of using the

product. If the customers’ experience meets or exceeds their expectations, they are likely to be

satisfied with the product.

 Capturing customer value
Customer lifetime value
This is a prediction of how much an average customer will spend on your products or

services over the entire relationship with your business.

Customer lifetime value isn’t just about the money customers spend on individual orders.

It is about the long-term value of repeat customers. CLV calculation is a tool that enables you to

target marketing efforts. Make better decisions about customer retention and segmentation

strategies. Aiming for higher CLV means improving profitability.

This is an example of how to calculate our customer lifetime value.

This means that the customer's LTV is worth 87 baht per person, i.e. we use 87 baht per

call for one additional customer. If using more than this is a loss.
 Share of customer

From the graph, it can be seen that the customer groups that are interested in our product

are 24%. If you think that there are 100 customers, there will be 24 people who will have the

opportunity to buy our products, which in the 24% mentioned, there will be different customer

groups, True friend, Butterflies. , Barnacles and Stranger. Our relationship with the customers in

each group will be different.

Customers in the true friend group, we have a good relationship with this group because

they have demands that match our product offerings, making them profitable for the company.

Customers who are loyal to the brand as well, so we have a way to retain this group of

customers, is to organize a promotion for customers who are members for a full year or half a

year in return for always using our products.

Customer Equity
The value equity of our product is medium-value equity and the product is low price and

the value of the brand may not be known, most of which are only known to competitors or

customers. This is the cause of customer equity.

1. Brand loyalty - Brand loyalty can be one of the causes of high customer equity. Some

customers love a brand and will periodically purchase their items. These customers are

the most reliable set of users as they tend to repeat purchases more often than others.

2. Customer support - Customers tend to stick with brands that give them the best customer

support. If they come across a problem with your product, knowing that they’ll receive all

the help they can from the company builds trust. This goes a long way toward

establishing a positive relationship.

3. Exclusive offers - Offers and discounts are an important part of an augmented product

offering. Exclusive offers can always contribute to building loyalty as well.

4. Loyalty programs - Loyalty programs offer rewards, discounts, and exclusive incentives

to attract and retain customers. For example, miles programs used by airlines or points

retention programs used by retailers, keep the customer hooked. They have reason to

purchase your product again, which increases the customer's lifetime value.
Types of customers

Butterflies

Customers in this group are those whose demands match our company's products, but

butterflies only come in for a short period of time. We can make big profits but it's not

sustainable. Our relationship with this group is kind of a tide. Or that is, during the time when

this group of customers is still interested in our products, the company may have a promotion to

attract this group of customers to buy products before they run out of demand for the product.

Barnacles

These are customers who are quite loyal to the brand but also have low profit margins.

Our relationship is based on their abilities if we value them. It is to reduce the shipping or

purchase of all the specified prices. There is a discount to make customers in this group buy

more. If done, it will have this kind of promotion often, but if the brand has no answer Better

secrets, customers in this group will be left without that much attention anymore.

Stranger

It's a group that frequents the brand's products. It's not very profitable for the brand. Our

relationship with this group is therefore a survey or collecting data to scope the needs of this

customer group to be smaller and Our brands will use that information to think in order to offer

products that better meet their needs. We look at this group of customers that if we can offer

them what they want, they will be able to develop into true friends as well.
True Friends

These are the most valuable customers who have a long-term, strategic relationship with

the business. They may make significant purchases, provide valuable feedback and insights, and

work closely with the business to co-create products and services.

Executive Summary
This report outlines the approach that Hire Up will take to achieve its business objectives

through a targeted and effective marketing campaign. The strategy is built on a deep

understanding of our target audience, their needs and behaviors, and the competitive landscape in

which we operate. By leveraging our unique value proposition and using a mix of channels and

tactics, we aim to increase brand awareness, drive engagement, and ultimately boost sales. This

executive summary provides an overview of our marketing strategy, including our goals, target

audience, programs, channels and tactics.

World Grow Company

Firstly, the World Grow Company owns various brands, all set to provide the world with

the organic and traditional Thai herbal products. The Mon Keaw

Mulberry Juice is one of its brands, which proposes loads of

beneficial value both internally and externally. Believed to sustain an

eco-friendly environment, the Mon Keaw is packaged in a compact glass

bottle, making it a simple and effortless way of recycling. This product is

packed with countless benefits, some including improvement in the digestive system, immunity,
promoting brain health and working against chronic diseases such as heart diseases, diabetes,

cancer, etc.

Market Factors and Trends

With so many benefits at hand, it is bound for many other companies to jump at the

opportunity to make money from this. Although mulberry juice is not that common in the

market, due to the long ripening and intense harvesting process, after which the mulberries

deteriorate quickly (Beverages 2018, 4(2), 41), there are still many competitors (indirect) to take

into consideration.

Our market size, using undifferentiated strategy, has been dotted down to the Northern

sector of Thailand where the focus on consumption of organic food is concentrated. After several

hours of situational research, including PESTLE trends, CAGE distance, as well as Porter’s 5

Forces Competitor Analysis, we reached a thorough conclusion of our strengths, weaknesses,

opportunities we can seize and threats to beware of.

In our society, health is now a major factor that plays in many industries, be it

technology, food, education, fashion and so on. The Mon Keaw Mulberry Juice is an excellent

placement in the health department, for it provides a delicious and convenient way to boost daily

antioxidants intake, promoting overall health and wellness. Made from sustainably-sourced

mulberries and packaged in eco-friendly materials, our juice is a natural and nutrient-rich

beverage that supports your healthy lifestyle.

Despite there being many replacements in the market, none offer the complete benefits

that this organic and fresh mulberry juice provides. However, not many people will tend to look

into this, which is why an effective marketing strategy is required.

 Marketing strategy
Keeping our mission in mind, which is to reach an international standard, our initial

objectives include spreading awareness, attracting new clients, increasing customer loyalty, and

finally, breaking into international markets. The marketing activities will consist of many

interactual programs, so that our target market will be receptive to our strategies effectively.

These include sponsoring events, influencer marketing, optimizing the SEO and more. Our target

market consists of 6 main customer persona, as our market size is huge and has many

competitors. These include women who need collagen intake, women with menstrual cycle

regulation needs, fitness enthusiasts, teenagers who want to substitute energy drinks, and diabetic

patients who are on the lookout for non sugary drinks as well as health inducing ones.

Our marketing budget, which is divided into website review, influencer marketing,

sponsoring events, market research, owned media (blog), video advertising (youtube), social

media advertising, marketing platform (SEO), recruitment (freelance), recruitment (full-time),

and hardware, is 165, 000 baht.

Overall, our marketing strategy for Mon Keaw Mulberry Juice is designed to address the

needs and preferences of our target audience and differentiate us from our competitors. By

leveraging our unique selling proposition and using a mix of channels and tactics, we aim to

achieve our objectives of increasing brand awareness, driving engagement, and eventually

boosting sales and reaching an international standard. We believe that our strategy is both

achievable and sustainable, and we are confident that it will deliver the desired results.
Marketing Analysis, Planning, Implementation, and

Control

The diagram displays the overview of this report. Each step toward marketing is divided into

analysis, planning, implementation and control. This way, the marketing strategy is organized

and simple to comprehend.

 Analysis of the current situation of the company

Agricultural companies like World Grow Co.Ltd are sensitive to fluctuations in the global

and regional economies, as changes in demand and prices for agricultural products can impact

their revenue and profitability.This company can sometimes be heavily impacted by weather and

climate conditions, as natural disasters, droughts, or extreme temperatures can lead to crop

failures or reduced yields and their competitors impact market share, pricing, and customer

loyalty, requiring companies to continually innovate and differentiate themselves.The rapid pace

of technological advancements in agriculture, such as precision farming or biotechnology,

present opportunities for growth and innovation, but also require companies to adapt and invest

in new technologies.World Co.Ltd is subject to a range of regulations related to environmental

sustainability, product safety, and food security, which can impact their operations and financial

performance. And then, there’re many similar products competing for market share right now.

So, having a lot of competitors in Juice industry has become more competitive for this

company.Mulberries are winter fruits and they don’t grow well in summer and the weather

condition is affecting the growing of mulberries, so the production of mulberry juice is now

limited.
 Strategies to cover the current problems of the
company

To offer new strategies to cover the current problems of World Grow Co.Ltd, it is

important to identify the specific problems that the company is facing.Depending on the

geographic location and the specific crops that the company is growing, diversification may be a

viable option. Planting a variety of crops can help the company mitigate the risks of crop

failures due to pests, diseases, or weather fluctuations.Technology can help their company

improve efficiency and productivity. Investing in new technology such as precision agriculture,

automation, or data analytics can help companies optimize the use of resources such as water,

fertilizer, and pesticides.Consumers are increasingly demanding sustainably produced food.

Adopting sustainable farming practices such as regenerative agriculture, organic farming, or

integrated pest management can help the company meet the growing demand for sustainable

food and differentiate themselves from their competitors.Expanding into new markets can help it

increase revenue and reduce dependence on a single market. For example, the company can

explore international markets or develop new products or services for existing

customers.Agricultural companies like World Grow Co.Ltd often face challenges in managing

the supply chain due to the perishable nature of the products. Improving supply chain

management by implementing better logistics, storage, and transportation practices can help

reduce waste, increase efficiency, and improve profitability.Encouraging innovation within the

company can help identify new opportunities and solve existing problems. For example, the

company can encourage its employees to propose new ideas or collaborate with external partners

such as universities or startups to develop new products or services.These are just a few
strategies that World Grow Co.Ltd can consider. The most effective strategy will depend on the

specific problems that the company is facing and its unique circumstances. Therefore, a

comprehensive assessment of the company's current situation and a strategic planning process

will be necessary to identify the best course of action.

Business Model Canvas

Further information of this table is provided below:

1. Customer Segment

● Health conscious person: Customers who have healthy-lifestyles and take

care of themselves in terms of both exercise and diet.

● People who take care of themselves so they don't get sick.

● Patients with heart disease and diabetes: Consumers who are looking for

products with no sugar.

2. Value Proposition

● Nourish the body: We want to give the customers Nourish the body to

prevent and reduce the risk of weakened immune system.

● High vitamin(B6,C,A): we want to offer the product to customers who are

deficient in these vitamins.

● Organic raw material: We want to deliver raw material that is really

organic to customers.

● We want to deliver Anthocyanin from natural, not heated, resulting in a

substance with high efficiency, resulting in the body being able to use it

immediately.

3. Channel

● Social media: Tiktok, Instagram, Facebook, and Twitter are the social

media channels that we will use to sell products and promote brands

according to the customer segment.

 ● Supermarket, Mall & Healthy food shop: Customers can buy our product

without waiting in the mall and supermarket.

4. Customer Relationships

● Build credibility of products to consumers: Building credibility of

products to consumers by posting the producing process photos & the

certificates.

● Keep real case: Posting the reviews of consumers on social media

channels.

● Health care education: Posting about the knowledge of health to

customers.

● Promotion: Giving the promotion to customers such as buy 2 get 1 free or

give special coupons to memberships of a brand.

● Quality of product: Giving the products having the good quality that are

worth the price to customers.

5. Revenue Streams

The main incomes are from retail, wholesale, OEM, selling raw materials and

products.
6. Key Resource

● Mulberry farm and Smart farm: The main farms that we get raw materials

from.

● Research & development products: The developer is essential to develop

the quality of the products and taste of them.

7. Key Activities

● Planting the mulberry: We try to plant the mulberry for the whole year

because they are a seasonal fruit.

● Farmer: Increasing the farmers to the farm.

● Processing technology: Improving in the process of making the mulberry

juice by using technology.

8. Key Partners

● Farmer: The farm where we get raw materials of mulberry.

● Marketing company: The company that does the market plan for the

mulberry juice.

● Supermarket, Mall & food shop: The places where customers can buy the

products.

9. Cost Structure

● Fertilizer costs for mulberry trees: The cost of materials that we use to

make the organic fertilizer for the mulberry trees.

 ● Wage: The cost of employees who work for the products.

Market Segmentation

● Thailand population: 71.6 million

Geographic

●
● Population in Chiang Mai & Chiang Rai: 1.764 million

and 571.8 K

●
● Zip Code - 50160 and 57100

● Postal code - 50170 and 57000

● Timezone - GMT + 7

● Environment - Urban

● Climate - Tropical climate / hot & humid conditions

 ● Dominate language - Thai & English / Mainly Thai

Demographic

● Teenagers: 18.5%

● Middle age: 81.5%

● Age - Middle-aged women (25-49) (who want to drink as

collagen as mulberry helps to whiten the skin and reduces

wrinkles), teenagers(15-19) (who want to drink as

substitution drink instead of caffeinated drinks, soft drinks,

and energy drinks).

● Gender - Both female and male

● Income - approximately about 10000 baht as monthly

income

● Race - Asian

● Religion - Since our product is Halal, it’s suitable for all

kinds of religions

● Education - at least high school

● Ethnicity - Local people from Thailand, people from

neighboring countries of Thailand, Chinese, some tourist

from Asia and Europeans

 ● Values: Blood-sugar control, improved digestion, skin
Psychographic health, weight loss,anti-inflammation properties (mulberry

juice contains compounds with anti-inflammatory

properties that may help reduce inflammation and relieve

pain associated with conditions like arthritis)

● Goals: To provide a healthy beverage option: Many people

are looking for healthier alternatives to sugary sodas and

other high-calorie drinks. To promote wellness, to provide

a high-quality product, to support sustainable Agriculture,

to meet consumer demand(As the popularity of mulberry

juice has grown, some manufacturers may aim to capitalize

on this trend by producing high-quality, affordable

products that meet consumer demand).

● Needs

○ Health(customers who are highly concerned about

their health and are likely to try natural products)

○ Organic(customers who are likely to try organic

products with 100% no chemicals)

○ Non-immunity(since our product helps in the

digestive system, it is also suitable for customers

who have a problem with constipation and are

worried to take constipation pills)

 ○ Energy-boosting properties(customers have an

active lifestyle and are interested in staying fit.

They are likely to consume mulberry juice due to

its high antioxidant content)

● Benefit-sought customers - Customers looking for specific

Behavioral benefits from a product, such as improved health,

increased energy, or reduced stress levels. They will likely

purchase mulberry juice due to its antioxidant content and

potential health benefits.

● Occasion-based customers - These customers purchase

products based on specific occasions, such as pre or

post-workout drinks or a healthy alternative to sugary

drinks. They are likely to consume mulberry juice as a

healthy and natural alternative to other drinks.

● Price-sensitive customers - These customers are concerned

with the price of a product and are likely to purchase

mulberry juice based on its value for money.

● Innovative customers - These customers are always

looking for new and unique products to try. They may be

attracted to the unique flavor of mulberry juice and are

likely to try it as a refreshing alternative to traditional fruit

juice.
 ● Regular customers - These customers are likely to

purchase mulberry juice regularly and consume it as part

of their daily routine. They may be loyal to a brand and

may choose it over other fruit juices due to its perceived

health benefits.

Factors influencing customers' behavior

Culture

Culture ●

Customers who live in a society that

encourages healthy lifestyles

● Customers who have healthy

personality

● Customers who want an organic

product that is produced in their own

country so that they can also support

the local community

 Subculture ● Regions - Chiang Rai & Chiang Mai

● Nationality - Asian especially local

Thai people

● Religions - All types of religions

Social Class ● Upper-Class

● Middle-Class

Social

Reference groups ● Friends

● Coworkers

● Gym instructors

● Doctors especially nutrition doctors

Family ● Elder people with diabetes

● Working family members or

middle-aged woman who are looking

for health supplements

● University students

● Teenagers

Role & Status ● High-level position in work (eg. CEO)

● Middle-level position in work (eg.

manager)

● Athletes
 ● Health Enthusiast

Personal

Age and life-cycle stage ● 15 and above

Occupation ● University Students

● Working people

Economic situation ● Approximately about 10000 baht as

monthly income

● Can afford for high priced products

Lifestyle ● Healthy lifestyle

Personality and self-concept ● Healthy personality

● Customers who are looking for

healthier alternatives to sugary sodas

and other high-calorie drinks

Psychological
 Motive
Motivation
● To be healthy

● To get high-quality drinks to replace

regular sugary drinks

Motivation research

● Social Media

● Health related blogs

● Ads

Maslow’s hierarchy of needs

● Psychological Needs

● To provide a healthy beverage

option

● Have an active lifestyle and

interested in staying fit

● Safety Needs

● Chemical Free products

● Organic products

● Certified products

● Social Needs

● To be fit

● Esteem Needs
 ● To be healthy

● To get a good appearance

● Self-actualization Needs

● To get a healthy lifestyle

CAGE Distance

● Culture
Culture is the tradition and values of the customers in the target market. The culture of

Myanmar and Thailand are mostly the same; from religion, and beliefs to cultural heritage.

Language: Myanmar people speak Burmese, and English, as well as some different ethnic

groups, speak their language. In Thailand, people mostly speak Thai language whereas only few

people can speak and understand English. People in major cities such as Bangkok and Chiang

Mai, can interact with English due to high numbers of foreigners.

Religion: Myanmar and Thailand have a major similarity in terms of religion. Most Burmese are

Buddhist. Christian 6.2%, Muslim 4.3%, Animist 0.8%, Hindu 0.5%, other 0.2%, none at 0.1%

and the rest is Buddhist population. In Thailand, 93% of the population are Buddhist, Multisim

5% and the rest are other religions.

(https://www.state.gov/reports/2020-report-on-international-religious-freedom/thailand/) Both of

the countries contribute Buddhist as the primary religion and Muslim as the second one. Yet, as

the products in the business is trustworth and HALAL, it can be sold to any religion.
Values: Myanmar people love to celebrate their festivals and enjoy traditional foods and drinks

which is the same as Thailand. As the two countries share the same major religion, the festival

and traditions are also almost the same. For example, Thingyan in Myanmar and Songkran in

Thailand are celebrated in the same way and on the same dates.

● Administration
Myanmar is under Military rule and it is not a democratic country while Thailand is a

parliamentary democracy with a constitutional monarchy. Two countries are similar in some way

but the political situation in Thailand is more stable than in Myanmar. Most of the biggest

companies work under the administration of the coup. In business, Military companies rarely

cooperate with non-support Military groups.

Policies: The government which is under the Military decided the policies within Myanmar. In

terms of business, military companies rarely cooperate with non-support Military groups. Most

of the biggest companies work under the administration of the coup. In Thailand, the king is the

head of the state and wields power within the National Assembly, the Minister's Council, and the

Courts.

● Geographic
Myanmar has an area of 261,228 sq mi (676,578 sq km), it is the second largest country

in Southeast Asia and the largest on mainland Southeast Asia. Thailand, Lao, China, and India

are the neighboring countries of Myanmar. The orography does not make it difficult to move
between neighboring countries. A country that doesn’t snow. It has 3 seasons, summer, rain, and

winter but the hot weather is influenced most of the time. It is bordered by Thailand, Bangladesh,

India, China, and Laos.

Climate: Due to their similar tropical climates, Thailand and Myanmar experience high

temperatures all year round as well as heavy precipitation. The monsoon season runs from May

to October in both nations, and the winter season is from November to february. As the raw

mulberries for our product are a seasonal fruit, the weather has an effect on the production.

Transposition cost: In Thailand, the average cost of transposition on social media such as

Shopee and Lazada is 45 Baht. But in Myanmar, it doesn’t have online shopping applications so

the main social media that is used for business is Facebook. So the costs of transposition are

depending on places. That means we can’t fix the cost of transposition for the products.

Communication: In Thailand, the main language is Thai, but in Myanmar the main languages

are Burmese and English. So, when we focus on the target market in Myanmar, we need an

employee who can speak both Burmese and English fluently.

● Economic
Cash and cards are widely used but scanning isn’t available. The Gross Domestic Product

per capita in Myanmar was last recorded at 1317.45 US dollars in 2021. Agriculture is the

economy of Myanmar based on the national currency (Kyat). Agriculture productivity in

Myanmar is low. The economic growth is dropping with significant downside risks.
Economic development: In terms of economic development, Thailand's economy is more

advanced than Myanmar's. Thailand has a larger middle class, more varied businesses, and

higher per capita income. Myanmar is still in the process of shifting from an agricultural to an

industrial economy. As the price of our product is 3000 kyats in Myanmar, our target customers

are not that wild.

Income: In 2020, the average salary in Thailand was US$619. It rose to THB 27,352

(US$877.64) per household, based on the 2021 insights by the National Statistics Office (NSO).

The salary range for people working in Myanmar is typically from 224,115 MMK (minimum

salary) to 992,262 MMK (highest average, actual maximum salary is higher). So, the amount of

customers in Myanmar that spend money on our products are less than in Thailand.

National statistical office thailand. (n.d.). http://www.nso.go.th/sites/2014en

Transposition: Both Thailand and Myanmar's major cities and towns are connected by extensive

road networks. The state of the highways varies; some are well-developed, while others are in

poor condition. Major cities and well-known tourist destinations in both countries are connected

by a variety of local and international airports. Airports range in size, capacity, and quality. So

the transpositions of both land and air are convenient.

Energy: Thailand has a more advanced energy infrastructure than Myanmar, and a higher

percentage of the population has access to electricity. Myanmar continues to have challenges in

providing energy to its population, particularly in rural areas.

Water supply and sanitation: Thailand has a more sophisticated water supply and sanitation

system than Myanmar. Myanmar still has a lot of work to do to guarantee that its people have
access to clean water and sufficient sanitary facilities, particularly in rural areas. So, it is not

convenient to do the production in Myanmar, but it reduces the cost of production and wages.

Pestle

Political

Regulation
Thailand's e-commerce legislation addresses a broad variety of affairs, including Data

Security, Computer-related Crimes, Electronic Data Exchange, Digital Signatures, and Electronic

Funds Transfers. According to the research on (Thailand - e-commerce), the company

information that is stored in computer programs is protected by the Thai copyright protection

system, and the company database is protected under the Trade Secret Act (2002).

With these regulations, the World Grow Co.Ltd. is able to maintain confidentiality of information

regarding the customers as well as other business information that is not meant to be disclosed to

the public.

Tax policies

The company is impacted by a change in Thai tax regulations. The company sees a

reduction in profits or be forced to raise prices in order to maintain profitability when tax rates

rise. Sometimes when tax rates decline, the company benefits since its expenses will go down.

Political instability: Thailand has already had periods of political unrest; if this were to occur

again in the future, it may destabilize the economy and have a negative impact on the industry.
Supply chains and transportation are affected by these political unrest or protests, which would

make it difficult for our company to operate efficiently.

Tax

● Corporate income tax: Thailand's corporate income tax rate is 20% for the majority of

businesses. Due to the fact that our business is registered as a corporation in Thailand,

this tax on profits is applicable to it. The sales and pricing strategies of the company are

impacted by this.

● Value-added tax (VAT): The majority of goods and services in Thailand are subject to a

7% VAT. Our company must add VAT to every purchase because Thailand is our location

of business. This may affect prices to go up as a result, which also affects customer

demand.

● Incentives: Businesses in Thailand are eligible for tax breaks, particularly those involved

in agriculture and food production. Because our business qualifies for these benefits, it

reduces its tax liability and boosts profitability.

Infrastructure
Thailand's expanding economy and expanding population are supported by a modern,

well-developed infrastructure. Throughout the past few decades, the nation has made large

investments in infrastructure development, particularly in the areas of transportation, electricity,

telecommunications, and water management.

● Transportation infrastructure: The smooth transit of mulberry fruits and juice from

producing sites to processing facilities, and subsequently to distribution centers and

 markets, is made possible by Thailand's well-developed transportation infrastructure,

which includes highways, railways, and airports. By lowering transportation costs and

increasing the overall effectiveness of the supply chain, efficient transportation systems

can help to lower prices and increase consumer access to mulberry juice.

● Energy infrastructure: By powering processing facilities and refrigeration systems,

accessible, affordable energy may enable the production of mulberry juice. Reduced

environmental effect and increased sustainability can both be achieved through the

development of renewable energy sources like solar and wind power.

● Infrastructure for water management: Mulberry plants need enough water to thrive and

bear fruit. Mulberry plant production can be supported by Thailand's water management

infrastructure, which includes dams, reservoirs, and irrigation systems. This infrastructure

also provides farmers with a dependable water supply.

● Infrastructure for communications: E-commerce and digital platforms can help to

advertise the sale and distribution of mulberry juice outside of local markets. The use of

digital platforms for mulberry juice marketing, sales, and distribution can be made easier

by Thailand's well-developed telecommunications infrastructure.

Infrastructure can help promote the growth of the mulberry juice, increase productivity

and efficiency, and contribute to economic growth.

Fiscal Policy/ Debt

According to the report in (World Bank Group, Thailand Economic Monitor: Fiscal

policy for a resilient and Equitable future 2022), reducing poverty and inequality requires the use

of fiscal strategy. The government largely maintained a proactive fiscal policy in order to support
the recovery and reduce increasing cost-of-living pressures. Since public debt is anticipated to

reach its peak in the fiscal year 2022 at 60.7% of GDP, total government spending will likely

remain comparatively high in that year, at 23.4% of GDP.

However, Thailand is still maintaining the expansionary fiscal policy, which means the

higher tax rates will lower the consumers’ net income, meaning they would be more conscious of

their budget and most likely pass off our product as an unnecessary expense.

Economic

GDP Growth

(The World Bank, 2022)

According to The World Bank, 2022, Thailand’s GDP increased by 1.5% in 2021. An

increase in GDP often results in increased consumer spending, job creation, tax collections, and
wage increases for workers (BBC). As the GDP Growth increases, the customers in our target

market increases.

Income

Starting on October 1, 2022, the daily minimum wage in Thailand will increase by 5-8%.

Between 328 and 354 baht ($9.45 and $10.2) per day is the new minimum

wage,(Durongkaveroj). Thailand's income level has a big impact on our business because it

affects consumer demand and purchasing power.People have more money on hand to spend on

luxuries like our product as the average income in Thailand rises. This increases consumer

demand for the products, which could be excellent for our business. When Thailand's average

income falls, consumers there have less money to spend on non-essential items. As a result, the

demand for our goods declines, which is detrimental to the business.The income inequality in

Thailand also has an effect on our company. The enormous wealth inequality that exists between

particular geographic or demographic groupings has an effect on the target market and

purchasing power for our product. An increasing income gap will lead to a decline in demand for

the goods because the majority of clients who purchase our product are from the middle or upper

classes.

Business cycle

Thailand's GDP is anticipated to grow at a rate of 3.4 percent yearly in 2022 due to a

recovery in both the private consumer sector and the tourism industry. The continuous recovery

of the tourism sector and the decline in inflation, however, are expected to cause the Thai

economy to grow at an accelerated rate of 3.8 percent annually in 2023(“รัฐบาลไทย-ขา่ วทาํ เนี ยบ
รัฐบาล-ประมาณการเศรษฐกิจไทยปี 2565 และ 2566”).During an economic expansion, consumer

spending and the desire for expensive goods like mulberry juice and other high-end health

products may increase. As a result, mulberry juice sales would increase, which might be good for

the sector. On the other side, clients who have less disposable cash during a downturn or

recession might favor necessities over luxury goods. If this lowers consumer interest in mulberry

juice, the company may suffer.

Interest Rates

(“Real Interest Rate (%) - Thailand | Data”)In 2021,the interest Rate increases 1.1%.It

can become more difficult for firms to pay off debt if interest rates rise.Thai interest rates affect

our business because of their impact on consumer spending, business investment, and borrowing
costs. When interest rates are low, consumers spend more because borrowing money is more

inexpensive. This increases demand for non-essential goods like ours, which may be good for the

business. Low interest rates encourage business investment, which facilitates our company's

ability to obtain financing for expansion or the development of new products. Because of the

high interest rates, consumers and companies are becoming more cost-conscious, which leads to

a decrease in demand for non-essential products like ours. This finds it more difficult to obtain

financing for expansion or the development of new goods due to the higher cost of borrowing for

businesses. Moreover, interest rates have an impact on exchange rates, which has an impact on

the cost of transportation and raw materials. This has a tangential impact on our business'

profitability.

Monetary Policy
(Mccauley, p.172)The two main goals of Malaysia and Thailand's central banks'

monetary policies are low inflation and stable currency rates. Thailand's monetary policy has a

big impact on our business since it alters the environment in which it operates. Monetary policy

is the term used to describe how a country's central bank controls the supply and demand of

money in the economy. The nation's central bank is the Bank of Thailand. The expansionary

monetary policy of the Bank of Thailand has two results: lower interest rates and more money

accessible in the economy. This encourages corporate investment and consumer spending, which

may benefit our business by increasing demand for the product and making it easier for it to

obtain financing. The Bank of Thailand, on the other hand, raises interest rates and decreases the

amount of money in circulation as part of its contractionary monetary policy. This led to a

decrease in consumer spending and business investment, which could hurt our company by

reducing demand for the product and making it more difficult for it to obtain financing. In
addition, Thailand's monetary policy has an effect on the exchange rate, which has an effect on

the price of raw commodities and transportation. This has an indirect effect on how profitable

our company is.

Inflation

(“Inflation, Consumer Prices (Annual %) - Thailand | Data”)In 2021,the inflation in

Thailand increased 1.2 %.When inflation rises, every component of a firm costs more. Thailand's

inflation has a big impact on our business since it alters consumer behavior, production prices,

and the nation's overall economic stability. Customers' purchasing power declines as prices for

products and services rise and inflation rates are high. This lowers consumer demand for

non-essential products like ours, which could be detrimental to our company. So also, our

company's manufacturing costs will increase when the price of labor, raw materials, and other
inputs increases. Profitability suffers as a result, and the marketability of the product also suffers.

But, inflation that is steady and moderate really benefits us. This is because moderate inflation

increases consumer spending and investment, which increases the demand for goods and

broadens the market. The Thai government also enacts policies to combat inflation, such as

increasing interest rates or reducing spending. Our company is impacted by these policies since

they have an effect on Thailand's general economic stability and business climate. The impact of

inflation on our business in Thailand will ultimately depend on how much there is, how it

influences consumer behavior, production prices, and economic stability.

Unemployment

(“Unemployment, Total (% of Total Labor Force) (Modeled ILO Estimate) - Thailand |

Data”)The unemployment increased 1.4 % in 2021.As fewer people will spend money, this will

result in lower sales for many businesses. Thailand's high unemployment rate has a significant
detrimental effect on our company since it affects consumer demand and the general economic

environment. Owing to Thailand's high unemployment rate, consumer spending and the demand

for non-essential items are declining. This is due to the fact that unemployed people have less

money to spend on luxuries. A reduction in economic activity resulting from high unemployment

rates also has a negative impact on the broader business environment. Due to the decrease in

investment and consumer confidence, this hurts our business. When the unemployment rate is

low, there is an increase in demand for non-essential items and consumer spending. People have

greater spare income to spend on non-essential products as a result. Low unemployment rates

improve consumer confidence and economic activity, which helps our business by fostering a

more favorable business environment. Because of how much unemployment there is, how it

affects consumer behavior and the economic environment, and how it affects our operations in

Thailand.

Income inequality

(“Rural Thailand Faces the Largest Poverty Challenges with High Income

Inequality”)With an income Gini index of 43.3 percent in 2019, the data also shows that

Thailand has the highest rate of income inequality in East Asia and the Pacific.Financial crises,

debt, inflation, and economic instability are all linked to high levels of income inequality.

Economic inequality has an impact on consumers' capacity to make purchases. While a sizable

portion of people live in poverty, they have the disposable income to purchase luxury products.

This limits the potential market size for the product and affects sales. Wealth inequality has an

effect on the infrastructure and resource availability for our business. When the areas where

mulberries are grown have low levels of infrastructural development, such as poor road networks

or constrained access to water and electricity, it affects the ability of farmers to produce
high-quality mulberries for our business. And then, the income inequality has an effect on

small-scale farmers' capacity to access markets for their products. Large agribusinesses control

the market because they have the resources to market their products and get lucrative contracts,

leaving small-scale farmers scrambling to sell their harvest. This lowers the number of

mulberries our company has access to and increases the cost of production. The degree of

Thailand's economic inequality, the availability of resources and infrastructure, and the market

structure for mulberries all have an impact on how our company is affected.

Savings Rates

(“Gross Savings (% of GDP) - Thailand | Data”)The saving rates in Thailand increased

28% in 2021.Increased economic investment is prompted by high savings rates, which gives us

access to new business opportunities. The agricultural industry is receiving more funding, which

enhances farmers' access to resources and boosts productivity, which has an impact on the
production of the mulberries we use in our business. The high saving rates increase demand for

investment products like bonds and stocks. Borrowing money for business expansion or

investment costs more as a result of rising interest rates. Our company's potential for growth is

limited if we are unable to secure growth financing. As they have more money, consumers with

high saving rates have a higher demand for luxury goods like ours. This occasionally depends on

the economic distribution of the population and how affordable the product is for the large

majority of purchasers. Thailand's economy is dynamic, and influencing people's saving

behaviors are what define how Thailand's saving rates impact our business.

Social

Ageing trends

According to population division, 2017(Prachuabmoh), it is predicted that the number of

people aged 60 and beyond would double between 2015 and 2050. Changes in demographic

growth trends will have an impact on markets and clientele categories. Depending on the

customer's age, this varies. Organizations must modify their marketing strategies in order to

respond to new consumer categories and evolving marketplaces.

In order to improve the Mon Keaw product, the company could do the following:

1. Create a packaging design that is easier to open and use.

2. Use marketing strategies that would appeal to older adults, such as promoting the health

benefits and highlighting its role in traditional Thai medicine.

3. Since older adults may be dependent on fixed incomes or limited resources, offering

discounts or loyalty programs can help maintain a cohesive relationship with the

customers.

Population Growth

(“Population Growth (Annual %) - Thailand | Data”) In 2021,the population of Thailand

decreased 0.2%.

1. Market: As the population grows, a company's market may change. The demand for

goods and services will therefore increase. especially among those who earn more money.
 2. Demand for goods and services: A growing population may result in a rise in the demand

for goods and services like real estate, apparel, food, tourism, education, etc., which may

create opportunities for business expansion.

We can utilize this growth to expand our business by penetrating new markets and

distribution channels, such as partnering with retailers or doing a collaboration with another

brand with aligning interests.

Belief

According to NGOs, academics, and religious groups, Theravada Buddhists make up 85

to 95 percent of the population whereas Muslims make up 5 to 10 percent. Members of various

religions, such as animists, Christians, Confucians, Hindus, Jews, Sikhs, and Taoists, make up

the remainder of the population (Wagner).

1. Marketing: A customer's faith in the product or service of a firm is based on that

customer's convictions. Companies that are able to relate their product or service to the

beliefs of their customers. There will be a chance to win friends and gain greater

acceptability.

2. Communication: Businesses will be better able to relate to and understand the opinions of

their customers. It will be easier to influence your customers and build a solid

relationship if you use language or communicate in a way that is consistent with their

opinions.

To gain an upper hand in this market, the branding strategy will be approached.

Reflecting on the brand's strong environmental and all-religious friendly beliefs, endorsing
customers will be much easier for our company and it will give us a chance to stay ahead of our

competitors by cultivating a personal and trusting relationship with our customers.

Attitude

Consumers view organic foods to be more healthful, natural, and environmentally

friendly than non-organic or conventional foods. Since its inception, studies on consumer

behavior and organic foods have significantly benefited the industry's expansion (Gundala and

Singh).

1. Customer Attitudes: How consumers choose to spend their money can be influenced by

their attitudes. Customers who believe a business is poorly operated may choose not to

use its services or purchase its products. In addition, pleased customers might help the

company grow.

2. Consumer behavior: Consumer behavior, such as trends in online buying, can have a

direct impact on the company. Choosing to purchase a good or service, paying for it, and

recommending it to others. The company's earnings and sales are affected.

3. Social Behavior: Business behavior can affect society. If a business behaves unethically

toward society, for as by violating human rights or causing environmental destruction

through emissions, its reputation may suffer.

As a means to win in the market, our company will reinforce the promotional strategy. By

providing insights to consumers of our production processes and environment in our promotion

campaigns, the company will gain higher credibility and a positive interpretation from the

market.
Health trends

In 2020, Thailand was 18th in Healthy Eating, Nutrition, & Weight Loss, the global rank

out of 218 countries Worldwide (“Wellness in Thailand”).

1. Food Consumption: The goal of food and beverage marketing and advertising is to

promote health. Today, the market for eating nutritious foods is growing significantly. For

the food business to meet customer demand, it must change.

2. Exercise: Regular exercise is essential for maintaining optimum health. By portraying

themselves as champions for fitness and wellness, businesses can increase their revenue.

3. Food and beverage business: Consumer demand for wholesome food in the food and

beverage business is influenced by a healthy lifestyle. This need can be met by businesses

that offer healthy cuisine, vegetarian food, microwave meals, health drinks, etc.

This trend can be used to conduct our marketing strategy by deliberately integrating

health awareness and lifestyle approaches into our promotional campaigns. Since mulberry is a

convenient source of countless health benefits, the health trend is the perfect way to progress in

the market.

Technological
In recent years, Thailand has been actively pursuing technological innovation, with an

emphasis on creating a knowledge-based economy and encouraging creativity and innovation.

The nation has advanced significantly in a number of technological fields, such as computer

technology, biotechnology, and cloud technology.

Innovation

Technological innovation in Thailand can have both positive and negative impacts on the

production and marketing of mulberry juice. Advances in food processing technology can

improve the quality and safety of the juice, while labeling and packaging technology can

improve its marketing and branding. E-commerce and digital marketing can help to promote and

sell mulberry juice products online, increasing its popularity and demand. However, the use of

certain agricultural chemicals and machinery can have negative environmental impacts and make

it easier for counterfeiters to produce and sell fake products. By adopting responsible and

sustainable practices, the industry can benefit from the advancements in technology and continue

to grow and thrive.

Biotechnology

Thailand has a thriving biotechnology industry, with a number of top-tier research centers

and universities actively engaged in biotech research. The nation places a lot of emphasis on

agricultural biotechnology, with research and development projects aiming to increase crop

yields, create new crop kinds, and discover ways to make crops more pest- and

disease-resistant.The creation of enhanced mulberry cultivars that have larger yields, are more

disease-resistant, and produce fruit with higher nutritional value is one area where biotechnology

has had an impact on mulberry juice. The quality of mulberry juice has been improved, and

biotechnology has also been employed to create novel techniques for processing and preserving

the juice. For instance, new methods for mulberry juice extraction developed by researchers help

to preserve more of the fruit's original flavor and nutritional value. For the juice to have a longer

shelf life and be safe, new techniques for pasteurizing and packaging have also been devised.

The output and caliber of mulberry juice in Thailand have significantly improved because of
biotechnology, which has also improved crop variety and processing and storage techniques.

Also, beyond juice, biotechnology has increased the usage of mulberries in the cosmetics and

skincare sectors, demonstrating the flexibility and significance of biotech research and

development.

Cloud technology

The adoption of cloud-based solutions by both public and private sector enterprises has

been expanding quickly in Thailand. With the use of cloud technology, computer services may be

delivered over the internet, giving consumers scalable and adaptable access to a variety of IT

resources like storage, processing power, and software programs. Cloud technology can help

farmers and businesses streamline operations and reach new markets by providing real-time

access to weather, market data, and other critical information, as well as improving efficiency

and transparency of the distribution process. Cloud-based e-commerce platforms enable farmers

and businesses to reach new customers, expand their customer base, and increase sales.

Additionally, cloud-based data analytics tools can help farmers and businesses better understand

customer preferences and market trends, allowing them to tailor their products and marketing

strategies to meet their target audiences. Although the production or quality of mulberry juice in

Thailand is not directly impacted by cloud computing, it can nonetheless indirectly support the

production and distribution of agricultural goods by giving farmers and businesses access to

tools and resources that can help them to streamline their operations and expand into new

markets. Farmers, businesses, and consumers can all gain from improved agricultural efficiency,

transparency, and profitability thanks to cloud technology.

Legal
Employment law

Thailand is governed by the Labor Protection Act (LPA) of 1998, which outlines the

rights and obligations of both employers and employees:

1. Minimum Wage: Thailand's legal rules specify a minimum wage that businesses

must pay their employees. Thailand's current minimum wage, which varies by

area and type of job, is 331 baht per day for the majority of the nation's provinces.

As a result, our company has to be sure to provide workers with at least the

minimum wage, which drives up overhead costs.

2. Working Hours: According to Thai employment law, employees are not allowed

to work more than eight hours per day or 48 hours per week without being paid

overtime. Because of this, our company needs to make sure that it conforms,

which has an impact on both the production schedule and workforce planning.

3. Employee Benefits: Thai law indicates that employers provide the employees with

benefits such paid time off, health insurance, and social security. These benefits

are provided to our company's employees, which increases operating costs.

4. Severance and Termination: Severance and termination payments are governed by

Thai employment law, which requires that companies provide notice and

severance pay to employees who are fired without cause. Our business follows

these guidelines when an employee is let go because it has an impact on its

financial resources.
 5. Leave entitlements: Employees are entitled to annual leave, sick leave, and

maternity leave.

6. Workplace safety: Employers are required to provide a safe and healthy working

environment for their employees.

7. Discrimination: Employers are prohibited from discriminating against employees

on the basis of gender, age, nationality, religion, or political views.

8. Unionization: Employees have the right to form unions and engage in collective

bargaining.

Compensation And Severance Pay In Thailand

According to Thai labor law, an employee who has been fired without first making a

complaint with the Labor Inspector may file a complaint against the employer in the Labor Court

in order to get severance pay or compensation for wrongful termination. However, Thai law does

not precisely define what constitutes "unfair/wrongful dismissal".

If the wrongful dismissal claim is upheld by the Labor Court, the court might:

A) If the court determines that the parties cannot continue to cooperate, orders the

employer to reinstate the employee under the same terms as before their leave.

B.) Directs the employer to compensate the employee for an unfair or unjust termination.

This sum is determined by the court and is solely based on the employee's circumstances.
(“Thai Labor Law for Foreigners, Employment Law, Employment Lawyer - Labor Law

in Thailand,” n.d.)

● Severance Pay: Employers are required by Thai labor rules to offer laid-off

employees severance pay based on the length of their employment. An employee

is not eligible for severance pay if they have worked fewer than 120 days.

Employees with less than three years of service but more than 120 days eligibles

for severance pay equal to 30 days of their last hourly rate, while those with three

years or more of service eligibles for severance pay equal to 30 days of their last

hourly rate plus an additional payment based on the length of their employment.

When we fire an employee without cause, our company has to prepare to pay

severance to that worker. The amount of the severance payment is based on how

long the employee worked there.

● Compensation: Thai labor law mandates that employers compensate employees

for illnesses or injuries brought on at work. Healthcare costs, lost wages, and

benefits for disability or death are covered by this compensation. The severity of
 the illness or accident and the employee's usual wage decide the amount of

compensation. Our company has to ensure that any employees who suffer

diseases or injuries at work receive reasonable pay. This has a financial impact on

the business, particularly if several employees are wounded or become ill.

Business law

Business law is a set of laws and regulations that govern the conduct of business in

Thailand. It covers a wide range of legal areas, including corporate law, commercial law, labor

law, tax law, and intellectual property law. Civil and Commercial Code: This is the main body of

laws that governs business transactions in Thailand. It covers contract law, tort law, property law,

and many other areas that are important for businesses.

● Business Registration: All businesses in Thailand have to register with the government in
order to legally conduct business. In order to ensure that our company has all the licenses
and licenses necessary to operate in Thailand, it negotiates challenging bureaucratic
procedures and abides by various restrictions.
● Corporate Governance: Laws governing shareholder rights, the responsibilities of
directors and executives, and disclosure requirements are the corporate governance
legislation. The Corporation Law of Thailand includes these regulations. Our company
needs to guarantee that it complies with these regulations in order to maintain good
corporate governance practices.
● Tax laws: Our business needs to be aware of Thailand's Business Law, which contains
provisions on corporate income tax, value-added tax, and other taxes. Our business has to
be sure that it complies with these tax laws to avoid any negative legal or financial
consequences.
● Contract law: Thailand's Business Law contains regulations governing contracts,
including rules for their drafting, interpretation, and enforcement. Our company needs to
make sure that it complies with these regulations in order to avoid any legal concerns
relating to contracts with suppliers, customers, or other parties.
 ● Intellectual property: Thailand's Business Law regulates a variety of intellectual property
rules, including those pertaining to trademarks, patents, and copyrights. Our company has
to make sure that it complies with these laws in order to protect its intellectual property
rights and prevent any legal disputes with intellectual property infringement.

Labor Protection Act

The Thailand Labor Protection Act attempts to protect the rights of workers there. All

employees, including those who work for our company, receive the basic rights and benefits

outlined in the Act. This law sets out the minimum standards for employment conditions in

Thailand. It covers issues such as wages, working hours, leave entitlements, and safety and

health at work.

● Employment Contracts: By the Act, each employee is required to sign a written

employment contract stating their perks, privileges, and responsibilities. Our company is
responsible for ensuring that each employee had a written employment contract that met
the requirements of the Act.
● Working Hours: In accordance with the Act, workers are only permitted to work a set
number of hours each week and are required to take at least one day off. Our company
ensures that it complies with these criteria in order to prevent any unfavorable legal or
financial consequences.
● Wages and Benefits: The Act mandates that workers get a minimum salary that is
determined by the government. Employee benefits including social security and health
insurance, as well as at least the minimum pay, are provided by our company.
● Occupational Safety and Health: In accordance with the Act, employers are required to
provide a secure workplace for their employees. Our company has to ensure that it
complies with various regulations in order to safeguard the health and safety of its
workers.
Revenue Code

This law sets out the rules for taxation in Thailand. It covers corporate income tax,

value-added tax, and other taxes that may be applicable to businesses. The Revenue Code states

that taxes levied in Thailand on the sale of mulberry juice depend on a variety of factors,
including the quantity of juice produced and the manufacturer's organizational structure. A

company is obligated to pay corporate income tax, value-added tax, and other taxes under the

Revenue Law when producing mulberry juice and making money from selling that juice. The

Revenue Law also governs the labeling, packaging, and marketing of products containing

mulberry juice in Thailand. The manufacturer of juice is required by law to include specific

information about the product, including its nutritional facts, manufacturing date, and country of

origin, on the label of the final product.

Trade Competition Act

This law regulates competition in Thailand. It prohibits anti-competitive practices, such

as price fixing, market sharing, and abuse of dominant market positions. The Trade Competition

Act forbids any anti-competitive conduct, including as price-fixing, market-sharing, and

price-gouging, as well as collaboration between rivals in the mulberry food and beverage

industries. When our competitors and we agree to fix prices, it is against the Trade Competition

Act and is susceptible to fines or other penalties. The Trade Competition Act also regulates

corporate merger and acquisition activities in order to prevent any undue market power

concentration. Such an attempt by a large company to acquire a smaller rival is reviewed by the

Thailand Competition Commission to see whether the action would significantly reduce

competition.

Consumer Protection

The Consumer Protection Act B.E. 2522 (1979) (CPA) and its later amendments serve as

the primary legal structure for consumer protection in Thailand. The CPA provides a framework

for protecting consumers from dishonest business practices and encouraging honest competition.

The following are some of the CPA's major sections:

 1. Prohibiting the use of deceptive or false product or service labels or advertising.
2. Prohibiting companies from using unfair trade tactics, such as making false or
misleading promises, offering dangerous items, or using deceptive pricing
strategies.
3. Requiring companies to give customers comprehensive information about their
goods and services, including pricing, guarantees, terms and conditions, and any
possible risks or dangers.
4. Allowing customers to return or cancel goods or services within a set timeframe,
usually seven days.
5. Requiring companies to give customers a receipt or other kind of purchase
verification.
6. Granting customers the ability to pursue damages or compensation for any harm
resulting from a company's unfair business practices.

In addition to the CPA, other laws and regulations in Thailand provide consumers with

further protection, including the Trade Competition Act B.E. 2560 (2017), the Product Liability

Act B.E. 2551 (2008), and the Food Act B.E. 2522. (1979). To be compliant with consumer

protection laws, our products have to be safe for consumption and devoid of any hazardous or

harmful substances. This requires abiding by certain rules relevant to food safety, such as those

that regulate testing requirements or ingredient restrictions. Company has to provide all pertinent

information about our products, including its ingredients, nutritional value, and health benefits,

in accordance with consumer protection regulations. Since it is against the law for our company

to make false or misleading claims about the health benefits of mulberry juice, we transparents

about any possible allergens in the product. When a product hurts consumers, consumer

protection laws give consumers the right to take legal action, including by suing for damages. It

is accountable for damages or other penalties when it is established that it violated laws

governing consumer protection and injured customers.

Environmental
Ecological attitude

Over the years, Thailand has had a mixed approach toward the environment. On the one

hand, Thailand is a nation with abundant natural resources and biodiversity, and the

administration has realized the value of safeguarding these resources through a number of

environmental regulations and initiatives. Also, a culture of environmental conservation and

sustainability has developed in Thailand as a result of the country's large population's deep

connection to nature and traditional ecological knowledge. But Thailand also has to deal with a

variety of environmental issues. The nation is one of the main sources of ocean plastic garbage,

and air pollution is a significant issue in many urban areas. Many species are in danger of going

extinct as a result of habitat loss and other threats, and prominent issues include deforestation,

overfishing, and wildlife trafficking. The general public has recently become more aware of and

concerned about these issues, especially among younger generations. This is why, the Thai

government is enforcing more robust environmental safeguards and sustainable business

practices. The Mon Keaw Mulberry juice conforms to these practices by utilizing fresh raw

materials. The National Biodiversity Strategy and Action Plan and the Plastic Waste

Management Roadmap, the Thai government has also taken action to address these challenges.

To solve these environmental issues and guarantee a sustainable future for Thailand, there is still

more work to be done.

Climate change

Thailand is one of the nations that is most susceptible to the effects of climate change. It

is possible to characterize Thailand's total climate change situation as a substantial and urgent

challenge that necessitates both mitigation and adaptation strategies. Rising temperatures, more

frequent and severe droughts and floods, as well as greater dangers to the security of food and
water, are just a few of the effects of climate change that Thailand is currently facing. Sea level

rise is a significant problem as well, especially for infrastructure and coastal towns. In addition,

current environmental issues like air and water pollution, deforestation, and biodiversity loss are

being made worse by climate change. Weather changes have an impact on production as

mulberry cannot be planted in other seasons except the rainy season when the temperature is not

too high since they will receive enough water and require little maintenance. Also, it is important

to choose top-notch mulberry types that are appropriate for the soil and climate in the area. New

mulberry cultivars are currently being created. It can be grown in places with similar soil types,

weather, and climate changes throughout each region.Our primary objective is to transform

agricultural products into new products, so it has an impact on us. Agricultural products can vary

in size, as was previously indicated depending on the climate.

Environmental law

With the introduction of numerous laws and regulations to address environmental

concerns and encourage sustainable development, environmental law in Thailand has

substantially advanced in recent years. Overall, environmental legislation in Thailand presents a

mixed picture, with certain areas having strong legal protection and enforcement and others still

needing to be improved. Mulberry juice production in Thailand is subject to environmental laws

and regulations related to agricultural practices, waste management, and pollution control. Under

the Enhancement and Conservation of National Environmental Quality Act, mulberry farmers

and juice producers must conduct environmental impact assessments and obtain permits before

engaging in activities that could have a significant impact on the environment. Under the

Hazardous Substance Act, businesses that produce or handle hazardous substances must obtain

permits and comply with regulations related to storage, transport, and disposal of hazardous

waste. Additionally, under the Food Act, businesses must comply with labeling requirements.

These regulations can help to ensure that mulberry juice production is conducted in an
environmentally responsible and sustainable manner, while also protecting public health and

safety.

Actor in microenvironment

Company Market management

The executives of the firm, or the company's founders, are the most crucial elements in
operating the business because they are the ones with the highest level of decision-making
authority. This is the most crucial aspect before dealing with outside marketing. Which course
will the business take? The business is a processing firm, and the management has set a goal for
it to expand and become more well-known among its affiliates, which is the primary goal that
drives this business forward. assisting neighborhood farmers whose produce cannot be sold, is
not required in the market, can be sold by processing it into different forms to make it more
usable or may be odd.This is also part of the strategy the company has used to attract customers.
Also, there is research and development being done to bring forth novel processing methods for
agricultural products. Goal: To represent farm products in a fresh way that you would not have
imagined possible, particularly by providing the greatest price that satisfies your demands. Also,
there is research and development being done to bring forth novel processing methods for
agricultural products. Goal: To represent farm products in a fresh way that you would not have
imagined possible, particularly by providing the greatest price that satisfies your demands.

Suppliers :
The corporation may easily change its budget because the raw materials are either held by the
company or purchased from local farmers. Possessing one's own raw materials is another benefit.
As a result of my ability to take care of that raw material provider as needed, the manufacturing
process produces goods of high quality. Certain raw materials might need to be obtained from a
provider, as was already described. When discussing where to obtain supplies, it is important to
consider the transportation system, which in this case is the most important consideration
because our company processes both the transportation system and the products themselves.The
business has done a great job of processing and packaging, but due to a flawed delivery method,
all of that hard work will be for naught because we only want to give our consumers the best
items. Before shipping each item in this department, it was carefully packed. Also, it selects a
reputable shipping firm to prevent product damage during delivery.

Market manager :
Market manager: If there aren't enough raw materials to make the items in the following lot, the
procurement department will have to make more. This division is responsible for allocating the
raw materials. Lang is a crucial component that must work with data analysis to determine
whether customers' preferences are driving up or down demand for the product. It can be to order
raw if clients have a tendency to demand more. Supplies arrive a little earlier than expected to
accommodate consumer needs. Also, it must plan ahead for potential occurrences that could
lower sales or boost consumer satisfaction.The next issue is one that is seriously harming us.
Because they make up the majority of our products, we shall alter our prices if the raw material
that is obtained costs more. We process organic goods. Customers might decide not to purchase
our brand if the price is too high.

● Consumer Market
The consumer market is one in which the product is bought by the consumer. Although it
might seem clear, not everyone purchases goods for their personal consumption.
According to their preferences and demands, the consumer base in this market varies,
thus the business must only provide what they want or are interested in in order to be
easily available to them. Five categories can also be used to categorize the consumer
market:
1. B2B or Business-to-business transactions occur when firm A sells work to
company B or accepts orders from significant clients but has fewer clients overall.
2. Professional servicesUsing knowledge and experience to accomplish goals is
what it is. The majority will take the form of consultation.
3. Industrial sales Or is it the selling of long-used equipment and machinery, such as
chemical goods, raw materials, office supplies, and plastic materials
4. B2C is to offer common consumers products and services. It sells common goods
and services to common customers and has a comparatively fast growth rate, like
Seven Department Stores, making it simple and practical to reach.
 5. Consumer Product There will be a lot of ordinary consumer goods to sell in this
kind of market. Thus, there is a lot of competition. Customers have many options
because of the intense rivalry, which leads them to switch brands.
Business Markets Or, there is the commercial market, which entails the
acquisition of products or services for use in manufacturing or processing into
new things that are then exported in an effort to increase profits.
Government Markets Is a public good and service. The majority of companies in
this category provide services to the government, like postal and transportation
services.
International Market Simply described, it is the export of goods and international
trade. Buying copyrights from major companies worldwide

From all of the aforementioned, we have identified the differences in the client
group and brought items that are unique to that group that our brand is interested
in. International Market because we see it as a chance to increase awareness of
our brand's products and the potential for growth. And even if some of our items
might not be well-liked in Thailand, they might be well-liked if exported to
nations where the clients' needs match those of our products. Because it is a
lesser-known brand and a product in that nation, initially there may not be many
people willing to test it.

Competitors
The brand is not as well known as it should be and the company is based in the provinces,
therefore its market worth isn't very high. We can be categorized as a small to medium-sized
business. Our brands believe they are on par with their rivals because they are in the same
industry status. Our own raw materials and production equipment likely set us apart from
competing brands.

Publics
The first ones are the organizations that will contribute to the success of the business. people
working for the company The first step to the company's success will be achieved if all of the
individuals that make up the organization share the same goal. Every employee in the
organization plays a crucial role in its success. The local population comes next, as the majority
of the goods sold under our brand are locally sourced, processed goods. In order to preserve the
reputation of the brand we have built, we must assist one another in growing organic,
high-quality products free of contaminants. We also need each other's assistance in spreading the
word about our products.

Major Forces in Macroenvironment

Demography Force(Life Phases Approach)

The life phases approach is a demographic force that can be used to segment the market for
mulberry juice products. This approach divides the population into different life stages based on
age, family structure, income and other factors.

Baby Boomer
The Baby Boomer generation refers to individuals born between 1945 and 1964, who are
currently between the ages of 57 and 75 years old. This demographic group is often associated
with an interest in health and wellness, as well as willingness to spend money on product that
support a healthy lifestyle.There are some facts of the life phases approach can be used to market
mulberry juice to Baby Boomers: Health benefits, Convenience ( as Baby Boomers age, they
may face mobility issues or have other health concerns that make it harder to prepare healthy
meals or snacks. Mulberry juice can be positioned as a convenient and easy way to get important
nutrients, without the need for cooking or meal planning). Taste and variety ( Baby Boomers
may be more willing to try new and interesting flavors than older generations, and they are often
willing to spend more money on high-quality food and beverage products.Mulberry juice can be
marketed as a delicious and refreshing alternative to other beverages, with different flavor
variations available to suit different tastes). Sustainable and eco-friendly(Baby Boomers are
often concerned about environmental issues and may be more likely to support companies that
prioritize sustainability and eco-friendliness. Mulberry juice can be positioned as a natural and
sustainable beverage option, made from locally sourced ingredients and produced using
eco-friendly processes).

Gen Xers
Gen Xers are a demographic group between the mid-1966 and the early 1976, who are currently
between the ages of 41 and 56 years old. There are some facts of the mulberry juice product can
be marketed to appeal to individualistic: Customization ( mulberry juice can be marketed as a
customizable drink with various flavor options or as a base for mixing with other ingredients),
Health benefits ( mulberry juice can be marketed as a healthy and nutritious beverage option,
rich in antioxidants and vitamins, that supports an active and independent lifestyle), Unique taste
, Independent production ( mulberry juice can be marketed as a locally sourced and independent
product, made with care and attention to detail), Sustainable and ethical production (mulberry
juice can be marketed as a sustainable and ethical option, made from locally sourced ingredients
and produced using eco-friendly processes).In the context of producing or selling mulberry juice
products, work-life balance could mean ensuring that employees have reasonable work hours and
schedules that allow them to have time for personal and family activities. It could also mean
creating a company culture that values and supports work-life balance, such as offering flexible
schedules, remote work options and wellness programs. For businesses involved in the
production or sale of mulberry juice products, it is important to prioritize the well-being of
employees and foster a healthy work-life balance. This can lead to increased productivity, better
employee retention and a positive reputation as an employer that values its workforce.Targeting
Gen Xers with a focus on health, convenience and authentic marketing could be a successful
strategy for marketing mulberry juice products.
Millennials / Gen Yers
Millennials tend to be health-conscious and interested in natural and organic products.
Highlighting the health benefits of mulberry juice such as its high antioxidant content and
potential benefits for heart health, could be a compelling marketing message. Millennials are
often influenced by social media and digital marketing. Consider using social media platforms
like Instagram, Facebook, and TikTok to showcase the product and its benefits. We could also
partner with influencers or health and wellness bloggers to promote our product.Millennials tend
to be environmentally conscious so using sustainable packaging and emphasizing the product’s
eco-friendliness could be a selling point.Millennials are known for valuing convenience and
affordability.Consider offering the product in single-serve packaging or creating bundle deals to
make it easy and affordable for Millennials to incorporate mulberry juice into their daily
routines.Targeting Millennials with a focus on health, sustainability, convenience and
affordability could be a successful strategy for marketing mulberry juice products.

Gen Zers and first-two-year jobbers

Gen Zers, as a group, may bring a fresh perspective to the marketing and distribution of a
mulberry juice product. As a generation that values authenticity, social responsibility, and
convenience, they may be particularly interested in promoting a natural, sustainably sourced, and
convenient beverage like mulberry juice.Some potential roles for Gen Zers in the marketing and
distribution of mulberry juice could include:

1. Social Media Managers: Gen Zers who are digital natives and skilled in social media
could be hired as social media managers to develop and execute social media campaigns,
create engaging content, and interact with customers on social media.
2. Influencers: Gen Zers with a large following on social media or YouTube could be hired
as influencers to promote the product to their followers and create content showcasing the
product.
 3. Sustainability Coordinators: Gen Zers who are passionate about sustainability could be
hired to coordinate efforts to ensure that the mulberries used in the product are
sustainably sourced and that the production process is environmentally friendly.
4. E-commerce Specialists: Gen Zers who are skilled in e-commerce could be hired to
manage online sales channels, optimize the product's online presence, and implement
strategies to reach younger consumers who prefer online shopping.
Working in the mulberry juice industry can be an exciting and challenging experience, with
plenty of opportunities for growth and development.

Economic Forces

Economic Environment
The economic environment for mulberry juice products can be affected by several factors such as
the overall economic conditions, consumer trends and global trade dynamics.The economic environment
for mulberry juice products can be influenced by a range of factors and it’s important for businesses in
this industry to stay abreast of market trends and dynamics.

● Countries vary in characteristics

Industrial economies
Mulberry juice is a nutritious and refreshing beverage that has gained popularity in recent years
due to its health benefits. In order to build an industrial economy around mulberry juice requires
investment in farming, processing, packaging, distribution and quality control. With the right
resources and strategies ,mulberry juice can become a profitable product in industrial economies.

Developing economies
Mulberry juice can be a valuable product for developing economies, especially those with a
strong agricultural sector.Developing an economy around mulberry juice requires investment in
farming, processing, packaging, marketing, distribution and quality control. With the right
 resources and strategies, mulberry juice can be a valuable product for creating jobs and
supporting local economies in developing countries.

Subsistence economies
Mulberry juice can be a valuable product for subsistence economies, particularly in rural areas
where agriculture activities are the primary source of income. Developing a subsistence economy
around mulberry juice requires investment in farming, processing, packaging, marketing,
distribution and sustainability. With the right resources and strategies, mulberry juice can be a
valuable product for generating income and supporting local communities in subsistence
economies.

● The BRIC

BRIC is an acronym that refers to four major emerging economies: Brazil, Russia, India
and China.These economies have large populations and growing middle classes, which
make them potential markets for mulberry juice. Developing a market for mulberry juice
in BRIC countries requires investment in market research , cultivation and sourcing,
processing, packaging and branding, distribution, marketing and promotion and quality
control and certification. With the right resources and strategies, mulberry juice can be a
profitable and popular product in these emerging economies.

● Changes in customer spending patterns

Customer spending patterns for mulberry juice can change due to various factors such as
economic conditions, health trends and consumer preferences. Changes in customer
spending patterns for mulberry juice can have significant implications for the industry.
 Companies that are able to adapt to changing customer preferences and market trends
will be better positioned to succeed in the long run.

● Natural Environment

Mulberry trees thrive in a range of natural environments, but typically require a temperate climate
with moderate rainfall and well-drained soil. Mulberry juice production requires a natural environment
that is conducive to the growth and development of mulberry trees. By selecting suitable regions for
cultivation, managing soil quality, providing adequate sunlight and using natural pest and disease
management techniques, mulberry juice producers can ensure a healthy and sustainable crop.

● Changes in this environment involve

To adapt to changes in the natural environment, mulberry juice producers may need to
implement new production techniques, adjust their planting schedules and adopt new pest
and disease management strategies. They may also need to explore alternative growing
regions or develop new cultivars that are better adapted to changing conditions. By
remaining proactive and adaptable, mulberry juice producers can ensure the sustainability
and quality of their products in the face of changing environmental conditions.

● Technological Forces

Technological Environment

The technological environment plays an important role in the production of mulberry

juice from cultivation to processing and distribution.There are some factors of the
technological environment for mulberry juice product: Juicing technology, Pasteurization
 technology(to extend the shelf life of the mulberry juice, it needs to be pasteurized using
either high-temperature short-time (HTST) pasteurization or
ultra-high-temperature(UHT) pasteurization. The choice of pasteurization technology will
depend on factors such as desired shelf life of the product and the availability
equipment.),Packaging technology, Quality control technology, Distribution
technology(the distribution of the mulberry juice product involves logistics and supply
chain management, which may requires the use of technology such as inventory
management systems and transportation management systems). The technological
environment for a mulberry juice product involves a range of technologies and processes
that must be carefully managed to ensure that the juice is of high quality and meets
consumer expectations.

● Political Environment
The political environment can affect the market for mulberry juice products in various ways and
businesses producing and selling these products need to stay aware of political developments that may
impact their operations.

● Current trends in our world today

1. Growing interest in functional foods: Consumers are becoming more

health-conscious and looking for food and beverage products that offer health
benefits beyond basic nutrition. Mulberry juice has been shown to have potential
health benefits, such as regulating blood sugar levels, improving heart health, and
reducing inflammation, which could make it appealing to consumers looking for
functional foods.
2. Increasing demand for natural and organic products: Consumers are also
becoming more concerned about the use of pesticides, additives, and other
synthetic ingredients in their food and beverage products. Mulberry juice can be
produced organically and naturally, without the use of synthetic fertilizers or
 pesticides, which could appeal to consumers looking for more natural and
sustainable products.
3. Potential for regional markets: Mulberries are native to many regions of the
world, including Asia, Europe, and North America, and there may be potential for
regional markets for mulberry juice in those areas. For example, in some parts of
Asia, mulberry juice is a popular traditional remedy for various ailments and is
increasingly being recognized for its potential health benefits.
4. Challenges in production and distribution: Mulberry juice production can be
challenging and expensive, as mulberries have a short growing season and require
specialized processing equipment. Additionally, distribution may be limited due
to the perishable nature of the juice and the need for refrigeration during
transportation.

● Cultural Environment

The cultural environment can have a significant impact on the demand and acceptance of
mulberry juice products in different regions ,and companies producing and selling these
products need to be aware of cultural values and preferences in their target markets.

● Cultural factors influence how people think and consume

1. Traditional beliefs and practices: Mulberry has been used for centuries in
traditional medicine and cuisine in many parts of the world, and traditional beliefs
and practices can influence how people perceive and consume mulberry juice. For
example, in some cultures, mulberry juice is believed to have specific health
benefits, such as improving digestion or boosting the immune system, which can
drive demand for the product.
2. Taste preferences: Taste preferences can also vary across cultures, and the taste of
mulberry juice may be more appealing to some consumers in certain regions. For
 example, in some cultures, sour and tart flavors are preferred over sweet flavors,
which could make mulberry juice a more appealing beverage choice.
3. Religious and ethical considerations: Some cultures have dietary restrictions
based on religious or ethical beliefs, such as vegetarianism or halal. Mulberry
juice is a plant-based product and is likely to be suitable for most dietary
restrictions, which can make it more appealing to certain consumer segments.
4. Marketing and branding: Cultural values and traditions can also influence
marketing and branding strategies for mulberry juice products. Companies may
use cultural symbols or associations in their branding to appeal to certain cultural
groups or highlight traditional uses and benefits of mulberry juice in certain
regions.

1.Core beliefs

1. Health and wellness: Mulberry juice is often marketed for its potential health benefits,
such as regulating blood sugar levels, improving heart health, and reducing inflammation.
Companies producing mulberry juice products may believe in the importance of
providing consumers with a natural and nutritious beverage option that can contribute to a
healthy lifestyle.
2. Sustainability: Mulberry trees are perennial and require less water than many other fruit
trees, making them a potentially sustainable crop. Companies producing mulberry juice
products may believe in the importance of sustainability and strive to minimize their
environmental impact through responsible farming practices and eco-friendly packaging.
3. Quality and flavor: Mulberry juice can have a unique and complex flavor profile, with
notes of tartness, sweetness, and earthiness. Companies producing mulberry juice
products may believe in the importance of using high-quality, fresh mulberries to create a
delicious and satisfying beverage that consumers will enjoy.

4. Innovation and creativity: Mulberry juice products are relatively new to the market, and
companies producing these products may see an opportunity to innovate and create
unique flavors and blends that appeal to consumers. These companies may believe in the
importance of creativity and experimentation to develop new and exciting products that
stand out in a crowded market.
Companies producing mulberry juice products may hold a variety of core beliefs that reflect their value
and goals. These beliefs can guide their business practices and help them connect with consumers who
share similar values and preferences.

● Secondary beliefs

Secondary beliefs for mulberry juice products can reflect a range of values and priorities,
from convenience and transparency to social responsibility and diversity. These beliefs
can help companies connect with consumers and build a loyal customer base.
There are some potential secondary beliefs that companies producing mulberry juice
products may hold:

1. Convenience: Many consumers today are looking for convenient, on-the-go

beverage options that fit into their busy lifestyles. Companies producing mulberry
juice products may believe in the importance of providing a convenient,
ready-to-drink option for consumers who want a healthy and tasty beverage on the
go.
2. Transparency: With growing consumer interest in where their food comes from
and how it is produced, companies producing mulberry juice products may
believe in the importance of transparency and openness about their sourcing,
production, and ingredient information. They may strive to provide consumers
with clear and accurate information about their products to build trust and loyalty.
3. Social responsibility: Some companies producing mulberry juice products may
believe in the importance of social responsibility and giving back to their
communities. They may support local farmers and suppliers, use sustainable and
ethical production practices, and donate a portion of their profits to charitable
causes.
4. Diversity and inclusion: Mulberry juice products have the potential to appeal to
consumers from diverse backgrounds and cultures. Companies producing these
products may believe in the importance of diversity and inclusion, and strive to
 create products and marketing campaigns that are inclusive and celebrate different
cultures and traditions.

Porter's 5 Forces Competitor Analysis

Porter’s Five Forces framework is a tool used to analyze the competitive

environment of a particular industry. In the case of the mulberry juice industry, the threat

of new entrants is moderate to low.

Intensity of competition from existing competitors :

We have a few competitors in this category that produce goods that are similar to ours, primarily processing

businesses, including 1.) Doi Kham, a sizable business that has dominated the fruit juice industry for a long time. The

customers were then informed quite a bit about the timber. Doi Kham now offers over 220 products in 22 different

product categories. By 2020, Doi Kham will have 13 Doi Kham Family Stores (franchises) and more than 36

branches nationally. As a result, it is regarded as the market's most fiercely competitive rival.

2) Malee is a different business that, while having been in operation for a longer period of time than Doi

Kham, is just as well-known.so that it can win over customers' hearts. Customers will consider a few brands while

considering fruit juice manufacturers. And among them, buyers often think about Malee. Malee Group Public

Company Limited's Branded Business (Branded Business: Brand), which consists of manufacturing and distribution

under the brand "Malee" and other brands owned by the corporation, is the principal line of business for Malee
Company. by broadcasting both domestically and abroad The major product categories are as follows: - UHT and

pasteurized fruit and vegetable juice packaging - UHT coconut water in a box with fragrant coconut water sold under

the name "Malee Coco" Fresh cow's milk packaged in a UHT system under the "Farm Chokchai" trademark.-

Drinking water sold under the "good water" name in UHT boxes, etc. The corporation may produce a range of

ready-to-drink beverages, with the exception of alcoholic beverages, as part of its product development business,

which is another division. Retort and pouch packing are other types of packaging.

3) Phu Doi Company is another corporation that produces and distributes agricultural products. There are

many items, especially those obtained from farmers for sale, both processed and marketed. It suggests that Phu Doi is

a micro-level business in the production sector. For example, last year's revenue has a trading value of less than or
equal to 1,800,000, which is considered a competitor who is on the same level as us but is unknown outside of the

same clients, and the company is now valuable. It can be noted that the size of the company is expanding given that

trade reached 1,409,337 baht (representing 140.93% of the registered capital of 1,000,000 baht).

4.) Brand company is a different well-known brand that is also quite popular, but the company's products are not yet

as well-known because the brand's items are rather expensive compared to other products. Despite having

high-quality products, it is still only well-liked by older people and some student groups. Another business that is

regarded as a successful combination currently has a market value of 5,197,111 baht (415.77 percent of the registered

capital of 1,250,000 baht).

The competitors' examples demonstrate that there are numerous rivals with comparable goods and

services who are also widely known in the niche market. Because most consumers would stick to

the same brands, there is a significant risk of our brands becoming well-known in this industry. Yet, if

we can succeed in this market, it's regarded as a huge accomplishment if customers have to think

about our brand name when choosing fruit juice goods because once they do, it's hard for them to

move to other brands.

Threat of substitutes

Having competitors that can outperform our products on the market or have features that are similar to our

products poses a significant danger to our business. The customer decides to utilize the replacement product

if it costs less than our products; nevertheless, if the replacement product costs more than the company's
products, the consumer will not make that decision. Use of substitute item factors include the availability of

substitutes that will influence the entry of substitute items onto the market. Consumers can easily switch to

buying another product if the changes are not significant. Pricing range of comparable goods Changing Fees

if purchasing replacement products has a low switching cost.

The likelihood that customers may decide to purchase from other vendors is higher. If transitioning to a new

system will result in a large replacement cost, such as with inventory management software, To post all new

products, you must visit. preferences of consumers and brand loyalty, for

Threat of new entrants

The entry barrier: The juice industry has a number of obstacles for new businesses to overcome. For new

businesses like ours, these obstacles might make it challenging to enter the market and compete with major

firms. Equipment, marketing, and distribution investments are necessary when launching a new juice

business. We already have a mulberry farm, so purchasing raw materials won't cost us any extra money. The

other obstacle is that the well-known companies in the mulberry juice sector already have established

significant brand awareness and devoted clientele. For newcomers like us to achieve equal awareness and

draw clients, significant marketing and advertising spending would be necessary.

Economies of scale: This one is about the financial benefits that a company can realize by raising its output

and dispersing its fixed expenditures over a greater volume of products or services. Being newcomers to the
berry juice market, we can face greater manufacturing costs than competitors who have already attained

economies of scale. This could make it difficult for new competitors to enter the market since they would

have to match the lower prices of the existing firm. Also, a bigger business might have the funding to spend

on marketing and distribution, which could make it challenging for new competitors to establish themselves

and take market share. Yet, due to the modest size of the mulberry juice business, there might only be a few

opportunities for economies of scale.

Brand loyalty: It could be challenging for a new entry to take hold of the market if an established brand has a

solid reputation and a following of devoted customers. Because they are loyal to their favorite brand,

customers may be hesitant to move to a new brand of mulberry juice, even if it is cheaper or has other

benefits. Through promotion, the quality of their products, and excellent customer service, well-known firms

in the berry juice sector may have grown their consumer base. It could be challenging for new competitors to

duplicate similar efforts and build their own distinct brand identities in the market. Brand loyalty is not,

however, an immovable barrier to entry for new rivals.Companies can make an effort to set themselves apart

by providing a special flavor or interesting packaging that appeals to customers. They can also concentrate

on fostering relationships with a specific niche market or demography that is not well-served by the

offerings of the competition.

 Capital requirements:The cost of equipment, facilities, and labor must be paid in full up front for the manufacturing

of mulberry juice. These investments may have already been made by established enterprises in the market, providing

them a cost edge over newcomers who must start from zero. Also, established businesses could already have contacts

with suppliers and distributors, which makes things more difficult for newcomers. New rivals must have access to

sizable financial resources to enter the mulberry juice market, whether through their own funds or from external

sources like loans or investors. Small enterprises or entrepreneurs who lack the funding to make these investments

may find this to be a big obstacle. However there are ways for newcomers to get around the obstacle of capital needs.

Cumulative experience: Long-standing brands have an advantage over recently introduced competitors. Customers

frequently pick well-known brands over lesser-known ones out of loyalty. It's referred to as brand recognition. But,

established enterprises in the sector frequently have strong distribution networks that are challenging for newcomers

to imitate. Because of this, it may be difficult for new competitors to acquire access to the same retail channels, which

may limit their capacity to compete. Compared to new entrants, established businesses may be able to produce goods

more cheaply and efficiently due to economies of scale. It may be difficult for new competitors to compete on pricing

as a result.

Government regulations: Regulations concerning tariffs and trade agreements may have an impact on how simple it is

to import and export mulberry juice products, which may have an effect on the competitive environment for new

entrants. It could be challenging for new competitors to enter the market due to high tariffs or trade restrictions. Also,

it was mentioned that licenses and licensing could be a barrier to entry for new businesses. For instance, it may be
time-consuming and expensive for businesses to make or sell mulberry juice in some nations since they must get

specific licenses or licenses. It can also be connected to health and safety, and it can affect how competitive a market

is for new entrants. Food safety and quality regulations may necessitate a large investment in machinery and

procedures.This may be an obstacle for start-up businesses. Tax laws may affect how competitively new entrants are

positioned. For instance, it could be challenging for new businesses to compete on price if incumbent businesses

receive tax cuts or incentives. Patents and trademarks are two examples of intellectual property rules that may affect

how competitive a market is for new entrants. It could be more challenging for new businesses to stand out if

established businesses have already acquired patents or trademarks pertaining to mulberry juice.

Access to distribution channels: Because they frequently have a limited number of shelves, retailers may be reluctant

to add new products to their inventory. As a result, it could be challenging for newcomers to get access to distribution

channels. Companies already operating in the sector may already have connections with distributors and retailers,

which makes it simpler for them to access these channels. Building these ties may require time and money from new

participants, which might be a barrier to participation. Regional differences in mulberry juice distribution may exist,

with some locations having more developed channels than others. To enter some markets, new entrants might need to

make investments in regional distribution networks.

Switching costs: It would be more challenging for a new entry to lure consumers away from established brands if the
switching costs for consumers who now purchase mulberry juice are high. In contrast, if switching costs are low,
consumers might be more inclined to try a new brand, which would make it simpler for a new competitor to gain
market share. Finding a new supplier or store, learning about a new product, or getting used to a new taste or flavor
are some examples of switching costs in the context of mulberry juice. Customers may be less likely to move to a
new brand if these expenses are considerable, providing incumbent companies a competitive edge.

Bargaining power of suppliers

The bargaining power of suppliers for mulberry juice products can impact the cost and

availability of raw materials and in turn the profitability of producers. By developing effective

supplier relationships and negotiating favorable terms, producers can help to reduce the

bargaining power of suppliers and ensure a stable supply of high-quality mulberry fruit for their

product.

Focal company’s ability to substitute: The focal company’s ability to substitute for a mulberry

juice product will depend on a variety of factors and each situation will be unique. The decision

to substitute will need to be carefully weighed against the potential risks and benefits for the

company.

As our company is the own supplier of our products as well as the competitors’ ( Doi Kham), we

have a large advantage in our competitor landscape. The bargaining power of suppliers that our

company receives is high in the market due to lack of other mulberry suppliers.
Bargaining power of buyers

`The bargaining power of buyers for mulberry juice products is likely to be moderate, as

there may be some alternative products available, but mulberry juice is not a widely recognized

or established product in many regions. This means that buyers may not have strong preferences

for specific brands of mulberry juice and may be more price-sensitive.

A number of customers: The number of customers for the mulberry juice products is relatively

low because the mulberry is rare and unique product than the other kinds of juice. Hence, the

bargaining power of the customers can be low if we focus on one product.

Size of each customer’s order: The size of each customer’s order for the mulberry juice product

can be small at first but it can be bigger as time goes by. A customer will first try out the product

and if the product is compatible with them, they are likely to get them more in a certain size.

Providing competitive pricing, ensuring product availability, and offering incentives for bulk

orders can also help increase the size of customer orders.

Difference between competitors: The differences between competitors of the mulberry juice

product market can impact the success of a particular product. Quality, packaging, branding, and

distribution are the potential differences between competitors that can impact the success of a

mulberry juice product.

Price sensitivity: Price sensitivity can be influenced by several factors such as income level,

competition, perceived value, and Brand strength. The price of the mulberry juice product is

centainly higher than the average fruit juice and other beverages. Therefore, this topic can be

cause the customers to bargain for the price.

Buyer’s ability to substitute: Customers may choose to substitute mulberry juice with other

similar products if they are readily available and offer similar benefits. The buyer’s ability to

substitute mulberry juice with other similar products can impact the demand for the product. To

differentiate a mulberry juice product from its substitutes, it is essential to emphasize the unique

health benefits, taste, and quality of the product.

Buyer’s information availability: The availability of information to buyers for mulberry juice

products can impact their purchasing decisions. The information of the mulberry juice product is

relatively lower which can cause the customers to drive away from the product. Providing clear

and accurate information about the product’s nutritional value, ingredients, and health benefits

can help to attract more customers and increase sales.

Switching costs: Switching costs may include the costs associated with finding a new supplier,

learning about a new product, and adjusting to a new taste or nutritional profile. To reduce

switching costs and encourage brand loyalty, it is essential to provide high-quality products that

meet the needs and preferences of customers. Additionally, providing educational resources
about the nutritional benefits of mulberry juice can help to reinforce the value of the product and

reduce the likelihood of switching to a different product.

SWOT Analysis

Strengths Weakness

● Have own OEM ● The product expires quickly.

● Have raw materials supplier

● Higher price than the competitor.

● The company has been established for

a long time, it has expertise in ● Product is made from seasonal fruit

mulberry juice. that may affect production rate.

● The product is an organic product

● The product is not a well known
from the farm 100 %
brand.
● The product is of high quality and

does not contain different ingredients

● Less knowledge about mulberry
from competitor products and
benefits.
substitute products.

● has its own source of production, ● Packaging does not catch the eye +

making it easy to take care of the fix. hard to open the bottle.
 ● Customers have selected the taste.
● The product contributes to the

prevention of diseases.
● The smell is sensitive.
● There is already a group of customers.

● Easy access to consumers

Opportunity Threats
Mulberry juice has been shown to have While the demand for natural and healthy

several health benefits, including being rich products presents an opportunity for mulberry

in antioxidants and having juice, it also means that there may be other

anti-inflammatory properties.As more similar products competing for market

consumers become health-conscious and share. Other juices, such as pomegranate,

seek out natural products, there could be cranberry, and blueberry, also have high

an opportunity for mulberry juice to gain antioxidant content and may be marketed

popularity. as healthy alternatives to traditional sugary

drinks.Another potential threat is even

Additionally, there may be an opportunity to
though we have a mulberry farm and produce
target specific demographics, such as those
its raw materials ourselves there would be
looking for alternatives to sugary drinks or
some natural disasters such as weather
individuals with certain health conditions
conditions or season changing could be
that could benefit from the consumption of
affect the growing of fruits, so the
mulberry juice.
production of mulberry juice could be
 limited.This could lead to higher production
Overall, by highlighting the health benefits of
costs and potentially higher prices for
mulberry juice and targeting specific market
consumers, making it less competitive in the
segments,businesses in the mulberry juice
market. Finally, there could be regulatory or
industry could take advantage of the growing
legal threats to the mulberry juice
demand for healthy and natural products.
industry.For example, if there are new

regulations or taxes imposed on sugary

drinks, it could impact the demand and

profitability of all fruit juices, including

mulberry juice.Overall, the competition from

other similar products,and potential regulatory

challenges could pose threats to the mulberry

juice industry.

Objectives And Issues

The mission statement that the company established is “to step into sustainable
competition in the global market and create maximum satisfaction for consumers
according to international standards.” In order to achieve this, we put together
specific goals that we can achieve through our marketing activities.

Increase Brand Awareness

1. Create attractive content regularly
Consistently adding new material to our brand's website will raise awareness by
bringing readers back to the site and enhancing SEO.

2. Run digital platforms ads

Running brand-Awareness ads tends to reach and attract new people who might
be interested in our product.

3. Build a firm identity

Give our brand a distant voice and identity to make our users be more likely to
choose your company over rivals if your brand and the content associated with it
have an enduring tone.

4. Create podcasts
Make interviews with industry experts, employees, or consumers where we talk
about interesting and trending topics that are related to our product.

5. Shareable Infographics
Creating visual content with attractive animations that display our product’s
information can help us to reach the audience and share our infographics that they
like.

6. Cooperate with social influencers

Build a great connection and make an exchange with influencers in our industry
so that they can review our products and create content about it.

Attract new clients

1. Existing customers’ recommendations

Word-of-mouth recommendations are one of the most effective strategies to draw
in new customers. Urge our present customers to recommend our company to
their friends, family, and coworkers.

2. Special offers
Give new customers discounts, promotions, or other exclusive offerings to entice
them to try our product.
3. Advertise with PPC ads
Pay-per-click ads are advertisements that show up at the top of search results
pages when people search for keywords related to a product or service so that our
brand is visible to a large audience of potential customers.

4. Expand our network

Attend trade exhibitions, conferences, and industry events to network with other
industry professionals and attract possible clients.

Increase customer loyalty

1. Stay in touch with customers

Engage with clients through regular communication channels to keep them
engaged and interested.

2. Show our appreciation

Reward current customers with discounts, promotions, and perks to show
appreciation for buying our products often. Create a good connection with
customers to make them feel valued and appreciated.

3. Focus on customers
Build relationships with clients to understand their needs and provide
personalized solutions. Ask customers for feedback about our business features,
taste, design, and service so that we can find solutions and fulfill customers' wants
as well as improve our business.

4. Have meaningful mission/value

Customers are not a fan of failing brands which means they like to see they're like
brands be more successful in the future. Building hopeful goals can attract them to
keep using our products.

Break into international markets

1. Gather information about our target foreign country

 Having enough knowledge about a country’s traditions, values, cultural norms
economy, policy, and technology there can be a great tool to expand the business.

2. Exporting
Exporting is the most common way to get goods into an international market.
Produce products in the home country, transport them abroad, and sell them
through distributors.

3. Selling directly online

By posting on social platforms such as Instagram, Facebook, LinkedIn, Pinterest,
Twitter, or Tiktok helps us to connect with our audience and make sales online.

4. To be adaptable
Customize our product to meet target foreign country needs and preferences
which means Modify marketing messaging, pricing strategy, and even product
features if it is needed.

5. Establish partnerships
Build relationships with local businesses or organizations there to increase brand
awareness as well as gain insights into the market.

Obstacles that we may face while trying to achieve these objectives include:
1. Intense competition
Despite mulberry juice being a new concept in the market, the juice industry has
many competitors in it. More experienced and cheaper options are available to
customers, with countless substitutes for mulberry juice, such as laxatives for its
digestive advantage, energy drinks, etc.
2. Changing consumer preferences
It can be difficult to predict and respond to shifting market trends as a result of the
potential for consumer preferences and behavior to change over time.
 Marketing Strategy
Referring to the previously mentioned analysis, we can map out our marketing
strategy. By dividing it into 7 convenient sectors, the strategy is easily conceivable.

1. Goals: the course of action for our objectives is due in 4 months. In these 4
months, we expect to achieve at least 2 of the four objectives we set.

Goals and Objectives

Business Objectives
To increase sale by 10%

To increase profit by 5%

To increase customer loyalty / satisfaction by 20%

 Marketing Objectives
● To familiarize market with our product

● To create a market value

● To spread information: farm and uses/benefits

● To get people to evangelize

2. Target Audience: using an undifferentiated marketing technique, we identified

the main target audiences in our market. These are some of the personas identified:
b. Women who may intake collagen (aged 20+) or for helping their menstrual cycle,
c. Fitness enthusiasts who may intake pre or post-workout,
d. Diabetic patients who search for sugarless, tasty drinks,
e. Individuals with digestive problems,
f. Teenagers may use it as a substitute for energy drinks.
 Market Targeting

The strategy to marketing consults to differentiated marketing, where the segmentations

are targeted to specific types of customers.

 Market Target Based on the general market trends and consumer preferences for

mulberry juice, their target audience could be health-conscious consumers who are interested in

natural and healthy beverages with unique and exotic flavors. Mulberry juice is rich in

antioxidants, vitamins, and minerals, which makes it a popular choice for people who want to

improve their health and wellbeing. It is also believed to have anti-inflammatory and

anti-diabetic properties, which may appeal to consumers with specific health concerns.In

addition to health-conscious consumers, mulberry juice may also appeal to those who are

interested in trying new and exotic flavors. Mulberry is not a commonly consumed fruit in many

parts of the world, which makes it an intriguing option for people who are looking for something

different. Overall, the market target for mulberry juice is likely to be consumers who value

natural, healthy, and flavorful beverages.World Grow Co. Ltd is targeting consumers who are

interested in supporting sustainable and eco-friendly farming practices. Mulberry trees are

known for their ability to grow in a wide range of soils and climates, making them a

low-maintenance crop that requires minimal water and fertilizer inputs. This could be a selling

point for consumers who prioritize sustainability and environmental responsibility.In addition,

World Grow Co. Ltd also targets consumers who are looking for high-quality and premium

beverages. By emphasizing the natural and nutritious qualities of their mulberry juice, they could

position themselves as a premium brand that offers a superior product. Ultimately, the success of

World Grow Co. Ltd's marketing strategy will depend on their ability to identify and target their

specific audience, differentiate themselves from competitors, and communicate the unique

benefits of their mulberry juice.

3. Competitive Landscape: data referred to situational analysis and competitors'

strengths (including their affordability and experience) and weaknesses (smaller
target market and strategy). The main competitors are Doi Khum and Phu Doi.
 Market Positioning
Competitors:

● Doi Kham

● Phu Doi

● Mully

● Brand Veta

● Singha Park

● Malee

These are the direct competitors to the mulberry juice.

Brand positioning Mon Kaew Mulberry juice, produced by World Grow Co.Ltd, can be

positioned as a premium and high-quality beverage that is not only delicious but also packed

with health benefits.Mulberries are known to have numerous health benefits, such as improving

digestion, reducing cholesterol, and aiding in weight loss. Mon Kaew Mulberry juice can be

positioned as a natural and healthy alternative to other sugary beverages, appealing to

health-conscious consumers.Mulberries are not a commonly found fruit in many parts of the

world, and Mon Kaew Mulberry juice can be positioned as a unique and exotic drink that offers a

taste of something new and different .World Grow Co.Ltd can emphasize its commitment to

sustainable and ethical farming practices, such as using organic methods and supporting local

farmers. This can appeal to environmentally conscious consumers who value transparency and

social responsibility.Mon Kaew Mulberry juice can be positioned as a premium and high-quality

beverage, using packaging and branding that communicates a sense of luxury and sophistication.
This can help the brand stand out from competitors and appeal to consumers who are willing to

pay a premium for a premium product.Mulberry juice can be positioned as a refreshing and

natural drink that provides a boost of energy and hydration. This can appeal to active consumers

who are looking for a healthy alternative to traditional sports drinks or energy drinks.

4. Story:
b. Value Proposition: Our mulberry juice product provides a delicious and
convenient way to boost your daily antioxidant intake, promoting overall health
and wellness. Made from sustainably-sourced mulberries and packaged in
eco-friendly materials, our juice is a natural and nutrient-rich beverage that
supports your healthy lifestyle.
c. Boilerplates: Mon Keaw is a premium mulberry juice brand committed to
providing our customers with the highest quality, handpicked mulberry juice. Our
mission is to promote a healthy lifestyle by offering a delicious and nutritious
beverage that is packed with natural goodness.
d. Elevator Pitches: Our mulberry juice is a natural and nutrient-rich beverage that
supports your healthy lifestyle. Whether you're a fitness enthusiast, a busy
professional, or just someone who wants to prioritize their health, our mulberry
juice is a perfect choice.
e. Vision: Our vision is to be the leading provider of high-quality, sustainably
sourced mulberry juice products, empowering individuals to support their overall
health and wellness through natural, nutrient-rich beverages.

5. Channels: To engage, educate, entertain, and nurture our customers, the most
effective channels have been selected accordingly to suit our marketing.
b. Social Media: Social media platforms like Twitter, Facebook, and Instagram are
great locations to engage with customers and share mulberry juice knowledge.
Sharing mulberry recipes, health benefits, and other fascinating information is
possible through these sites.
c. Email Marketing: Customers can be nurtured and kept up to date on new items,
specials, and other mulberry juice news by using email marketing. To assist
clients to get the most out of the mulberry juice, we can send educational
materials, recipes, and other resources through email campaigns.
d. Influencer Marketing: Influencer marketing is a powerful way to promote
mulberry juice to a wider audience. We can work with influencers who have a
 large following in the health and wellness niche to promote our product and share
educational content about the benefits of mulberries.
e. Online Ads: Reaching out to new clients and promoting mulberry juice online
can be effective. To attract consumers interested in natural foods or health and
well-being, we may employ customized advertisements on social media or search
engines.
f. Sponsoring Events: Sponsoring health and well-being events is a productive
way to familiarize potential customers with our product and our brand.

6. Tactical Plan:

Product/Market Expansion

Market penetration
Market penetration falls under the existing market and existing

product, so our goal is to penetrate the existing market and increase sales

through the above strategies. There may be free promotion. Alternatively,

the discounts in this section will attract old and new customers who see

the product being promoted. It may increase sales channels and promote

mulberry juice to make it more famous and well known in the industry.

This can help increase the profit and change the cash cow brand into a star.

Marketing Mix
To help activate the positional strategies in the marketplace, we utilize the 4E: Experience,
Exchange, Everywhere, Evangelism

Experience
Mulberry juice became a popular juice that is consumed for its numerous health benefits,

including its antioxidant content and ability to improve blood sugar levels.When it comes to
customer experience for mulberry juice, there are a few key factors that can play a role in

shaping how customers perceive the product and the brand that sells it.

● Quality of the Juice: The most important factor in customer experience for mulberry juice

is the quality of the juice itself.Customers expect the juice to taste fresh, be free from any

contaminants or impurities, and have a high concentration of mulberry extract. If the

juice is of poor quality, customers are unlikely to purchase it again or recommend it to

others.

● Packaging: The packaging of the juice can also have an impact on customer experience.

Customers expect the packaging to be convenient, easy to use, and visually appealing.

The packaging should also be sturdy enough to protect the juice during transportation and

storage.

● Availability: Customers expect to be able to purchase the juice easily and conveniently.

This means that the juice should be available in a range of stores, both online and offline.

The availability of the juice can impact how customers perceive the brand and their

willingness to purchase the juice again.

● Customer Service: The level of customer service that the brand provides can also impact

customer experience. Customers expect to be able to contact the brand easily, have their

questions and concerns addressed promptly, and receive timely delivery of their orders.

Good customer service can help build customer loyalty and improve the overall

experience.

● Value for Money: Finally, customers expect the juice to be good value for money. This

means that the juice should be reasonably priced and offer good value in terms of the
 health benefits it provides. If the juice is too expensive, customers may look for

alternatives, while if it is too cheap, they may question its quality and effectiveness.

Exchange

● Pricing: The price of mulberry juice should be set at a level that offers good value for

money, while also ensuring that the brand is profitable.Customers are more likely to

exchange their money for a product that they feel is reasonably priced and offers good

value.

● Convenience: Customers expect to be able to purchase mulberry juice easily and

conveniently. This means that the product should be available in a range of stores, both

online and offline. The purchasing process should also be quick and straightforward.

● Product quality: The quality of the mulberry juice is essential to ensuring that customers

feel that they are getting good value for their money. The juice should be fresh, free from

contaminants, and have a high concentration of mulberry extract.

● Promotion: Effective promotion can help to increase the exchange value of mulberry

juice by raising awareness of its benefits and making customers feel that they are making

a smart purchasing decision. Promotion can be done through various channels, including

social media, influencer marketing , and advertising.

Everywhere

Mulberry juice should be available for customers to purchase everywhere they go,

whether it’s in physical stores or online. To maximize the everyplace aspect of mulberry juice,

our brand focuses on the following.

● Distribution: Mulberry juice should be distributed widely and made available in a variety

of locations, including grocery stores, health food stores, online marketplace, and the

brand’s own website. The juice should also be available in different sizes and formats,

such as bottles, cans , or pouches , to cater to different customer needs.

● Accessibility: Customers expect to be able to find mulberry juice easily and quickly. This

means that it should be displayed prominently in stores, with clear signage to help

customers find it. It should also be easy to locate on online marketplaces and the brand’s

website.

● Convenience: Customers want to be able to purchase mulberry juice at their convenience,

whether it’s during a grocery run or a late-night online shopping spree. This means that

the juice should be available 24/7 on the brand’s website, and online marketplaces should

offer fast and reliable shipping.

● Promotion: Promotion can help to increase the visibility and accessibility of mulberry

juice.Brands can use a variety of channels to promote their product, such as social media,

influencer marketing, and advertising.

 By focusing on the Everyplace aspect of the 4Es framework, brands can ensure that

mulberry juice is available to customers everywhere they go. This can help to increase brand

awareness, reach a wider customer base, and ultimately lead to more sales.

Evangelism

Evangelism is about creating brand advocates who are passionate about the product and willing

to spread the word to others. To maximize the Evangelism aspect to mulberry juice, brands

should focus on the following:

● Exceptional Quality: Mulberry juice should be of exceptional quality, with a delicious

taste, fresh ingredients, and maximum health benefits. When customers are passionate

about a product, they are more likely to share their experience with others.

● Social Proof: Brands can leverage the power of social proof by encouraging satisfied

customers to leave positive reviews and testimonials on the brand’s website or social

media platforms. This can help to build trust and credibility, and encourage others to try

mulberry juice.

● Influencer Marketing: Influencers can be a powerful tool for building brand evangelism.

Brands can partner with influencers who are passionate about health and wellness to

promote mulberry juice to their followers. Influencers can provide product reviews,

recipes, and lifestyle tips that showcase the benefits of mulberry juice.

● Customer engagement: Brands can engage with customers on social media and other

online platforms to create a sense of community around the product. This can include
 responding to customer comments and questions, sharing customer-generated content,

and hosting giveaways and contests.

By focusing on the Evangelism aspect of the 4Es framework, brands can create a loyal

fan base of customers who are passionate about mulberry juice and willing to spread the word to

others.This can help to increase brand awareness, build credibility, and ultimately lead to more

sales.
 A tactical implementation of our plan will need clear guidelines. To execute our
plan, we decided to use a skill-based approach to divide the management team.
b. Market Research: This segment will delve into the market and keep constant
updates on our audiences, segments, and competitors. They will carry out their
tasks when the diagnosis is needed for the action program. Once determined
whether or not positive feedback has arrived from the specific campaign, the
market researchers will analyze what changes in the market have led to such
results.
c. Sales: The sales team will monitor all channels of sales. Selling strategies and
channels will be their main focus. After determining which channels are best for
sales, more investment and attention will be derivated toward it.
d. Advertising: Advertising requires significant touchpoints with all our target
markets. This will be done using different campaigns and marketing techniques in
order to promote sales, which will then be handled by other Marketing Managers.
The advertising team will focus on how best to get our audience and market to
engage with our product in order to reach our objectives.
e. Customer Service: The highlight of all customer experience and the first step to
our 4E marketing mix, this team is one of the most important ones in marketing
management. With proper training and management, this team will be able to
provide customers with sufficient knowledge and satisfactory responses to any
queries or concerns bought our way. These comments and feedback will help
regulate the other management segments and create a successful marketing
strategy.

7. Measure/ Optimize: Key Performance Indicators (KPIs) are the metrics used to
measure the success of marketing efforts. For mulberry juice, some relevant KPIs
might include
b. Sales revenue
c. The number of units sold
d. Conversation rate (e.g.website visitors who make a purchase)
e. Customer lifetime value (CLV)
f. Brand awareness (e.g.social media mentions, website traffic, search engine
rankings)
g. Customer satisfaction (e.g.customer reviews)
h. Set benchmarks: Once we have identified our KPIs, we should establish
benchmarks to help us understand how well our marketing efforts are performing
 relative to industry standards or our own past performance. For example, we
might research the average conversion rate for e-commerce businesses selling
similar products or look at our own conversion rate from previous months or
years.
i. Track performance: To measure how well our marketing efforts are performing,
we’ll need to track our KPIs over time. Depending on the KPIs we’ve identified,
we may be able to gather data automatically (e.g.sale revenue, website traffic), or
we may need to survey customers or conduct market research to collect relevant
data.
j. Analyze results: Once we’ve collected data on our KPIs, we’ll need to analyze
the results to understand how well our marketing efforts are performing. Identify
areas where we’re meeting or exceeding benchmarks, as well as areas where
we’re falling short. Look for partners or trends in the data to help us identify
potential causes of success or failure.
k. Optimize for better performance: Based on our analysis of the data, we’ll need
to make changes to our marketing efforts to improve results and performance.
Some potential areas to focus on might include:
i. Targeting: Are we reaching the right audience? Should we adjust our
messaging or advertising channels to better connect with our target
market?
ii. Messaging: Is our marketing message resonating with customers? Do we
need to adjust our brand positioning or messaging to better align with
customer needs or preferences?
iii. Channels: Are we using the most effective marketing channels to reach
customers? Should we explore new channels or adjust our spending on
existing channels?
iv. Tactics: Are we using the most effective marketing tactics(e.g.email
campaigns, social media ads, influencer partnerships)? Should we adjust
our approach or experiment with new tactics to improve results?

i.

Action Program
This diagram shows a concise and succinct version of the data that will be carried
out for the action plan. This will be in close reference to the objectives and careful
consideration of our obstacles.
 Return On Investment (ROI)
Return on investment is the control section of the marketing strategy planning. In order to

calculate the effectiveness, how beneficial and purposeful the results of the strategies are, the

profit must be measured.

● Content marketing: Create valuable content around mulberry juice, such as blog
Marketing
Investment posts, articles, and social media posts, that educate customers about the health

benefits and uses of mulberry juice.Content marketing can be an effective way to

educate and engage potential customers about the benefits and uses of mulberry

juice.

● Influencer Marketing: Partner with influencers in the health and wellness industry to

promote mulberry juice through sponsored posts, videos, and collaborations.

● Social Media Marketing: Utilize social media platforms to create a community

around our brand and engage with our audience through posts, stories, and live

videos.

● Email Marketing: Use email marketing to keep our customers updated on new

products, promotions, and events.

● Events and Sampling: Host events and provide samples of mulberry juice at health

and wellness expos, farmer’s markets, and other relevant events to introduce our

product to potential customers.

 ● Packaging Design: Create eye-catching and informative packaging that stands out on

shelves and communicates the benefits of mulberry juice.

It’s important to identify our target market and tailor our marketing efforts to their needs and

interests.Additionally, monitoring our marketing metrics and adjusting our tactics as needed

can help us maximize our return on investment.

The demand for mulberry juice, competition from other similar products, and the overall
Return On
Investment economic conditions in the market would also affect the ROI. Assuming that the production

(ROI) cost is reasonable, and there is a demand for mulberry juice, the ROI could potentially be

high, given that mulberries are a good source of antioxidants, vitamins, and minerals.

Mulberry juice also has potential health benefits, such as reducing inflammation, improving

heart health, and regulating blood sugar levels.

Marketing and distribution costs would depend on the size and reach of the target

market.The sale price of mulberry juice would also affect the ROI. If the price is too high, it

may limit the market size,and if it is too low, it may not cover the production and marketing

costs. Overall, the ROI of mulberry juice would depend on various factors, and it would

depend on various factors, and it would be essential to conduct a thorough market analysis

and financial projection before investing in its production and marketing.

To calculate the ROI of a marketing investment in mulberry juice, we need to consider the

cost of the marketing campaign and the revenue generated from the increased sales due to

the campaign.
 Let’s say our company invests 10,000 baht in a marketing campaign to promote our product.

The campaign results in a 20% increase in sales, generating an additional revenue of 20,000.

So, to calculate the ROI we can use the following formula:

ROI = (Revenue - Cost) / Cost x 100%

Using the figures from our examples:

ROI = (20,000 baht - 10,000 baht) / 10,000 baht x 100%

ROI = 100%

Therefore, the ROI of the marketing investment in mulberry juice would be 100%. This

means that for every baht spent on the marketing campaign, our company received a dollar

in return, resulting in a 100% return on investment.

It’s worth noting that this calculation does not take into account other factors that may affect

the ROI, such as the production costs, distribution costs, and competition in the market. A

more thorough analysis of these factors would provide a more accurate picture of the overall

ROI of our mulberry juice.

Marketing Investment Cost

Content marketing 2,000 Baht

Influencer Marketing 20, 000 Baht

Social Media Marketing Facebook: 10, 000 Baht

 IG: 15, 000 Baht

Tiktok: 300 baht per 1000 view

Email Marketing 300 Baht

Events and Sampling 15, 000 Baht

Packaging Design 2,000 Baht

Budget

Expenses Fee Per Month

Website review 299 Baht

Influencer marketing 20, 000 Baht

Sponsoring events 15, 000 Baht

Market research 12, 000 Baht

Owned Media (Blog) 800 Baht

Video Advertising (Youtube ) 10, 350 Baht

Facebook: 10, 000 Baht

Social media Advertising IG: 15, 000 Baht
Tiktok: 300 baht per 1000 view

Marketing Platform (SEO ) 12, 000 Bath

Recruitment (Freelance) 20, 000 Baht

 Recruitment (Full-time) 27, 000 Baht

Hardware 20, 000 Bath

TOTAL 165, 000 Baht

Website Review
A website review is an evaluation of a website's design, functionality, content, and user

experience, conducted by a web expert. It can help us identify areas for improvement and make

changes to improve effectiveness and user experience.

Influencer Marketing
Considering the relevance of the influencer's audience, quality of their content, and suitable with

our brand values and goals, the cost of influencer marketing then depends on the size of the

influencer’s audience.

Sponsoring Events
Event sponsorship can be an effective way to build brand awareness, engage with potential

customers, and support a cause or community. The cost structure of sponsoring events depends

on several factors, including the size and scope of the event, the level of sponsorship, and the

benefits offered to sponsors.

Market Research
Market research is a complex and time-consuming process that involves collecting and analyzing

data to help businesses make informed decisions about their products, services, customers, and

markets. It requires specialized skills and software tools to interpret and visualize data, expertise

in various areas, and technology to collect, manage, and analyze data. It also requires ethical and

legal guidelines to ensure that research is conducted ethically and legally. Overall, market

research costs money because it requires time, resources, and expertise to generate meaningful

and actionable insights.

Owned Media (Blog)
Blogging can cost money due to the time, effort, and resources needed to create and maintain a

high-quality blog. This includes content creation, design and development, hosting and domain,

marketing and promotion, tools and resources, and subscription or one-time fees.

Social Media Advertising

1. Facebook Ads: The stage of advertising shooting is different. We can set the advertising
shooting budget on Facebook. This will not exceed the budget you set. The more budget
this part has, the more advertisements people will see. We see that the main target groups
of advertising are professional women, the elderly, students and students (Facebook,
2019).
2. IG Ads: Instagram and Facebook's advertising are very similar. You can set the
advertising budget and duration, but Instagram's features are more, such as promoting
more people to see product posts, or shooting more advertisements in IG stories.
Instagram is a good platform for customers to participate in products and advertising.
Instagram makes it easier for us to reach customers, customers can also participate in us
(“Instagram Advertising Services | Promote Your Brand,” n.d.), (Wisetwongchai, 2021).
3. Tiktok Ads: Tiktok's advertising shoot is to shoot Tiktok's recommendation summary so
that people can visit or see more, including: The number of visitors in this section applies
to product promotion. The application installation in this section applies to users who
develop applications and want to promote them. The video viewing volume of this topic
is applicable to the influencers in Tiktok or Tiktok, so that more people can see their own
clips (Rankon Technologies, 2020).
Video advertising (Youtube)
There are different types of youtube ads, each of which has different usage methods and rates.

These are mainly divided as follows: Bumper Ads, Video Discovery Ads, Overlay Ads +

Remarketing, Trueview In-Steam Video Ads, where we have chosen to use Skippable Video Ads

to play ads before, during or after the video. In this type of advertising, viewers can skip the ad

after 5 seconds. Allowing viewers to engage with the advertisement; if that audience is

interested, they may click to visit the website of the product, but if they are still not satisfied or

meet the needs of that group of customers, they can click skip. As for the cost, it's 345 Baht per
day or 10, 350 Baht per month, and will be charged for advertising whenever the video has been

watched for at least 30 seconds, or watched until the end (if the video is shorter than 30 seconds).

(“บริ ษัททาํ การตลาดออนไลน์ กรุ งเทพ,” n.d.)

Marketing Platform (SEO)

SEO is a costly process that requires time, effort, and expertise to improve the visibility and

ranking of a website on search engines. It involves keyword research, on-page optimization, and

off-page optimization. To measure the effectiveness of SEO efforts, it is important to track

website traffic, rankings, and other metrics. SEO requires specialized skills and knowledge,

including understanding of search algorithms, analytics, and keyword research. Hiring or

outsourcing SEO professionals can increase the cost of SEO.

Recruitment
Labor costs are required.

Hardware
Devices needed for our recruits.

Control

In the 4 months of marketing, our goal is to create

Goal Setting
awareness of our brand on all social platforms that we
(What do you want to use and get at least 500 people to interact with our
media. This should entice some customers to buy the
achieve?)
Mon Keaw mulberry juice.
 Once we start implementing our strategies, netizens
may come across our content. After the initial contact,
they may begin to search more about the mulberry Performance
juice, which will entice them to purchase and review Measurement
the product. This will either leave a positive or
(What is happening?)
negative impact, depending on the personal preferences
of the consumer.

The positive or negative impact will come through

experience. When a customer purchases their Mon
Keaw mulberry juice, they expect it to be worth its
Performance Diagnosis price and the benefits that it promotes. The
(Why is it happening?) experience will vary based on the personal
preferences of the consumer, and they will eventually
leave a review or spread the word about it to their
friends and family.
 If positive feedback is acquired, our focus will remain on
campaigning and spreading more awareness around the media Corrective Action
for our product. However, if the customers respond negatively, (What should we
we will modify our approach and focus on fixing their pain
do about it?)
points while optimizing our strategies as much as possible.
 Citations
1. worldometer. (2022). Thailand Population (2019) - Worldometers. Retrieved from
Worldometers.info website:
https://www.worldometers.info/world-population/thailand-population/

2. Thailand: social media penetration 2018 | Statista. (2018). Retrieved from Statista
website: https://www.statista.com/statistics/284483/thailand-social-network-penetration/

3. 3d Map Of Thailand On White Isolated Background Stock Illustration - Illustration of

green, concept: 180022147. (n.d.). Retrieved March 7, 2023, from www.dreamstime.com
website:
https://www.dreamstime.com/d-map-thailand-white-isolated-background-d-map-thailand-
white-isolated-background-thailand-d-map-image180022147

4. สถิติประชากรทางการทะเบียนราษฎร. (n.d.). Retrieved from stat.bora.dopa.go.th website:

https://stat.bora.dopa.go.th/stat/statnew/statMONTH/statmonth/#/displayData

5. Map Of Thailand png images | PNGWing. (n.d.). Retrieved March 7, 2023, from
www.pngwing.com website: https://www.pngwing.com/en/search?q=map+Of+Thailand

6. TH. (n.d.). Retrieved March 7, 2023, from service.nso.go.th website:

http://service.nso.go.th/nso/nsopublish/districtList/S010107/th/29.htm?fbclid=IwAR1wn
uyDNojxhURgzdG8LZMlrIHyRi0aFUisJsOomqRSuhmYMUmyi7jKH_8

7. FIC. (n.d.). Retrieved March 7, 2023, from fic.nfi.or.th website:

https://fic.nfi.or.th/market-intelligence-detail.php?smid=81

8. “Reflecting Thai Consumer’s Behavior through Their Search.” Www.scb.co.th,

www.scb.co.th/en/personal-banking/stories/business-maker/search-behavior.html?12.
Accessed 5 Mar. 2023.

9. “ผูบ
้ ริ โภคออร์แกนิ คในประเทศไทย: บทวิเคราะห์ – GreenNet.” Greennet.or.th, 2023,
www.greennet.or.th/%E0%B8%9C%E0%B8%B9%E0%B9%89%E0%B8%9A%E0%B8
%A3%E0%B8%B4%E0%B9%82%E0%B8%A0%E0%B8%84%E0%B8%AD%E0%B8
 %AD%E0%B8%A3%E0%B9%8C%E0%B9%81%E0%B8%81%E0%B8%99%E0%B8
%B4%E0%B8%84%E0%B9%83%E0%B8%99%E0%B8%9B%E0%B8%A3/. Accessed
5 Mar. 2023.

10. “เทรนด์ “วีแกน” ทางเลือกผูผ ่ โอกาสให้ SME ไทย.”

้ ลิตอาหารไทย - Smeone เพิม
Www.smeone.info, www.smeone.info/posts/view/279#. Accessed 5 Mar. 2023.

์ ุขภาพมาแรง คนเมืองยุคใหมต
11. “เทรนดส ้ ้ าชีวต
่ ั งเป ิ ดีมีสุข.” BLT Bangkok, 17 Aug. 2018,
www.bltbangkok.com/bangkok-update/4405/.

12. Mazars. (n.d.). Corporate Income Tax in Thailand - Mazars - Thailand. Retrieved from
www.mazars.co.th website:
https://www.mazars.co.th/Home/Insights/Doing-Business-in-Thailand/Tax/Corporate-Inc
ome-Tax-in-Thailand

13. 1. (2019). Thailand - eCommerce. Retrieved from International Trade Administration |

Trade.gov website:
https://www.trade.gov/country-commercial-guides/thailand-ecommerce

14. E- Commerce Law in Thailand. (2013, June 16). Retrieved March 7, 2023, from Thailand
Law website: https://www.thailandlaw.org/e-commerce-law-in-thailand.html

15. Thailand Economic Monitor: Fiscal Policy for a Resilient and Equitable Future. (n.d.).
Retrieved from World Bank website:
https://www.worldbank.org/en/country/thailand/publication/thailand-economic-monitor-fi
scal-policy-for-a-resilient-and-equitable-future

16. World Grow Organic Farm – 100% Organic Farming Area. (n.d.). Retrieved March 7,
2023, from https://www.worldgrowmarketing.com/

17. The World Bank. (2022). GDP growth (annual %) | Data. Retrieved from Worldbank.org
website: https://data.worldbank.org/indicator/ny.gdp.mktp.kd.zg

18. BBC. “What Is GDP and Why Does It Matter?” BBC News, 14 July 2020,
www.bbc.com/news/business-13200758.
19. Durongkaveroj, Wannaphong. “Debate over Thailand’s Minimum Wage Rages.” East
Asia Forum, 12 Dec. 2022,
www.eastasiaforum.org/2022/12/12/debate-over-thailands-minimum-wage-rages/.
Accessed 4 Mar. 2023.

20. “รัฐบาลไทย-ขา่ วทาํ เนี ยบรัฐบาล-ประมาณการเศรษฐกิจไทยปี 2565 และ 2566.”

Www.thaigov.go.th, www.thaigov.go.th/news/contents/details/60989. Accessed 4 Mar.
2023.

21. “Real Interest Rate (%) - Thailand | Data.” Data.worldbank.org,

data.worldbank.org/indicator/FR.INR.RINR?locations=TH.

22. Mccauley, Robert. Understanding Monetary Policy in Malaysia and Thailand:

Objectives, Instruments and Independence.

23. “Inflation, Consumer Prices (Annual %) - Thailand | Data.” Data.worldbank.org,

data.worldbank.org/indicator/FP.CPI.TOTL.ZG?locations=TH.

24. “Unemployment, Total (% of Total Labor Force) (Modeled ILO Estimate) - Thailand |
Data.” Data.worldbank.org,
data.worldbank.org/indicator/SL.UEM.TOTL.ZS?locations=TH.

25. “Rural Thailand Faces the Largest Poverty Challenges with High Income Inequality.”
World Bank,
www.worldbank.org/en/news/press-release/2022/10/21/rural-thailand-faces-the-largest-po
verty-challenges-with-high-income-inequality#:~:text=The%20analysis%20also%20finds
%20that.

26. “Gross Savings (% of GDP) - Thailand | Data.” Data.worldbank.org,

data.worldbank.org/indicator/NY.GNS.ICTR.ZS?locations=TH.

27. Prachuabmoh, Vipan. A Gin G in Th a Ila N D Using Different Measure of Aging:

Country Case Studies.

28. “Population Growth (Annual %) - Thailand | Data.” Data.worldbank.org,

data.worldbank.org/indicator/SP.POP.GROW?locations=TH.
29. Wagner, Elizabeth. “Thailand.” United States Department of State, 2 June 2022,
www.state.gov/reports/2021-report-on-international-religious-freedom/thailand/#:~:text=
NGOs%2C%20academics%2C%20and%20religious%20groups.

30. Gundala, Raghava R., and Anupam Singh. “What Motivates Consumers to Buy Organic
Foods? Results of an Empirical Study in the United States.” PLOS ONE, vol. 16, no. 9,
10 Sept. 2021, p. e0257288, https://doi.org/10.1371/journal.pone.0257288.

31. “Wellness in Thailand.” Global Wellness Institute,

globalwellnessinstitute.org/geography-of-wellness/wellness-in-thailand/.

32. English Speaking - Thailand Law Firm Bangkok Lawyers - Phuket Lawyers. (n.d.).
Retrieved from www.juslaws.com website: https://www.juslaws.com/

33. Home Page. (n.d.-b). Retrieved from Thai Lawyers Online website:
https://thailawyersonline.com/

34. OCPB WEB. (n.d.). Retrieved March 7, 2023, from www.ocpb.go.th website:
https://www.ocpb.go.th/ewtadmin/ewt/ocpb_en

35. Food. (n.d.). Retrieved March 7, 2023, from www.fda.moph.go.th website:

https://www.fda.moph.go.th/sites/fda_en/SitePages/Food.aspx?IDitem=LawsAndRegulati
ons#:~:text=2522%20(1979)%20is%20the%20major

36. บริ ษัททาํ การตลาดออนไลน์ กรุ งเทพ. (n.d.). Retrieved March 7, 2023, from Digital Marketing
Agency | SME Jump Co., Ltd. Thailand website: https://www.smejump.co.th

37. Facebook. (2019). How Much Do Facebook Ads Cost? Retrieved from Facebook
Business website: https://www.facebook.com/business/ads/pricing

้ ที่ควรรู้ เกี่ยวกับ IG ปี
38. Wisetwongchai, P. (2021, February 16). Instagram Stat 2021 - ทุกขอ
2021. Retrieved March 7, 2023, from การตลาดวันละตอน EverydayMarketing.co website:
https://www.everydaymarketing.co/media/social-media/instagram-stat-2021/

39. Instagram Advertising Services | Promote Your Brand. (n.d.). Retrieved from WebFX
website: https://www.webfx.com/social-media/services/instagram-advertising/
40. Rankon Technologies. (2020, January 15). TikTok Ads & Cost: How to Advertise on
Tiktok & How Much Does it Cost? Retrieved from RankOn Technologies website:
https://www.rankontechnologies.com/tiktok-advertising-guide/