PART1 : INTRODUCTIONS

Company Background
Time Line

: Voluntary Tender offer 64.66% 19 2554

Vision & Mission

1.

2.

3.
4.

: www.sermsukplc.com

ThaiBev Group

Spirit

Beer

Non Alcohol

Food

Corporate Structure

99.99

10

()

40

10

 2554
34.34%

7,311

65.66%

13,981

Financial Performance

2551

2552

2553

2554 2555 (Q3)

19,257.2

19,854.44

22,176.51

21,521.05

18,987.73

139.6

353.67

467.92

55.13

738.75

0.53

1.33

1.76

0.21

2.78

13.30

23.28

43.21

110.76

P/E ()
ROA (%)

1.51

4.99

5.50

1.19

5.43

ROE (%)

2.24

5.61

5.71

0.59

5.13

: 30 2555 120.8
478
Exclusive Bottling Appointment (EBA)

Growth
25,000.00

20,000.00

128.50%

140.00
120.00

100.00
15,000.00
80.00

60.00

40.00

10,000.00

3.10%

20.00

5,000.00
0.00

11.70%
-2.96%

20.00

0.00
2551

2552

2553

2554

2555 (Q3)

Problem & Challenge

PET

2,500
9,500
1
Brand
25%

: 2554

PART2 : EXTERNAL ANALYSIS

2555
Sport Drink, 3,000 ,
Functional Drink,
4,200 , 3%
Ready to drink
Coffee, 8,500 , 6%

Fruit Juice, 10,000

7%

2%

Cereal Drink, 2,000

1%
Milk, 40,000 , 26%

Ready to drink Tea

12,000 , 8%
Energy Drink,
14,500 , 9%
Drinking Water,
20,000 , 13%

Soft Drink, 38,500 ,

25%

: ,

 2556

55
49,000
38,000
20,000
12,000
11,400
3,000
8,500

56
5%
7-8%
3%
36.7%
10%
20.2%
1.5%

: 31 2555/ 19 2555/ 19

 38,500

20%

5%

24%

75%

* 70% 30%
** 60%

42%
34%

 20,000

 5,000

Macro Environment Analysis(1)

Political, Legal

Economic

AEC

Technology

Macro Environment Analysis(2)

Demographics

Social

Globalization

Five forces analysis Non Carbonic

Potential New Competitors

Buyer

+
+

Suppliers

Competitors in the Industry

Substitutes
-

Functional drink
-

+
-
-

Five forces analysis Carbonic

Potential New Competitors

Buyer

+
+
Economic of scale

- Switch Cost

Suppliers
-

Competitors in the Industry

-
-
-

Substitutes

- Discount Store
+

Competitor Analysis
2554
()

Q3-2555

18,827

22,506

4,416

5249

14,966

16,332

3997

3669

3,004

5,204

457

1419

738

524

(113)

112

Brand

Local Brand
EST Cola,
,
,
,

Global Brand Global Brand Global Brand Local Brand

Coca-Cola,
Pepsi,
BIG Cola
,
,
Miranda

PART3 : INTERNAL ANALYSIS

supportactivities

Value Chain analysis

FIRM INFRASTRUCTURE: 6 ,
1500 47
HUMAN RESOURCE MANAGEMENT:

TECHNOLOGY DEVELOPMENT:

primaryactivities

PROCUREMENT:
INBOUND
LOGISTICS:

OPERATIONS:

OUTBOUND
LOGISTICS:

300,000
1500

SERVICE:
MKT&SALES:

PART4 : STRATEGIC ANALYSIS

SWOT ANALYSIS
STRENGTH

WEAKNESS

6 , 47 ,
1500 300,000


ThaiBev

R&D

EST Cola

SWOT ANALYSIS
OPPORTUNITIES

THREAT

(AEC)

Brand Loyalty

Current Business Strategy Analysis

Overall Low-Cost Provider
Strategy

Broad Differentiation
Strategy

Best-Cost Provider
Strategy
Focused Low-Cost
Strategy

Focused Differentiation
Strategy

Strategic Positioning
Overall Low-Cost Provider Strategy


,
Economic of scale


KPI

Tool-McKinseys GE Matrix
Calculating weighted competitive attractiveness scores
EST
Competitive
attractive measure

Important
weight

Rating
score

Market growth

0.15

0.45

0.90

0.45

Market size

0.25

1.25

1.00

0.50

Demand variability

0.10

0.30

0.70

0.30

Industry profitability

0.10

0.20

0.70

0.50

Industry rivalry

0.20

0.60

1.00

0.60

Global opportunities

0.05

0.10

0.10

0.10

Macro environment

0.15

0.30

0.90

0.30

1.00

20

3.20

37

5.30

20

2.75

Total

Rating x
Rating
Rating x
Rating
Rating x
weight score score weight score score weight score

Tool-McKinseys GE Matrix
Calculating weighted competitive strength scores
EST
Competitive
attractive measure

Important
weight

Rating
score

Market share

0.25

1.00

1.75

0.50

Growth of market share

0.10

0.80

0.70

0.20

Brand equity

0.10

0.40

0.50

0.10

Distribution channel access

0.40

3.60

3.60

3.60

Production operation
Profit margin relative to
competitor

0.10

0.80

0.80

0.80

0.05

0.15

0.25

0.20

1.00

36

6.75

41

7.60

26

5.40

Total

Rating x
Rating
Rating x
Rating
Rating x
weight score score weight score score weight score

Industry Attractiveness

A Nine-Cell

7.6

High
6.7

5.3
Medium
3.3

3.2

2.75

Low
High priority for resource allocation

6.756.7 5.4

3.3

Medium priority for resource allocation

Strong

Low priority for resource allocation

Competitive Strength / Market Position

Average

Weak

Corporate Strategy
4
1
2
3
4

Corporate Strategy
Growth Strategy Strategic Alliance
(Exclusive Policy)

Market share Channel

est cola Block Pepsi Coke

()

(F&N)

Thank You

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