Mahidol University International Demonstration School

Khao Lam Box By Thai Taste

Peeraya Rujjanavet

5961213

Capstone Project

Filipczak Andrew

Sunasuan Piyawan

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 Table of Contents

Introduction 3-4

Market Analysis 5-7

SWOT Analysis 8

Marketing Focus 9 - 10

Sell & Operation 11-12

Conclusion 13

Recommendation 13

References 14

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 Introduction

Company Profile

“Thai Taste” is a brand new company that originate in Thailand. We develop the new

innovative to make the local Thai food become more modern and interesting to enlarge the trend

in Thailand and worldwide. The first product of our brand is “Kao Lam Box”. Now we have our

own store in Tourist Province, Bangkok, Phuket, and Pattaya, and in the retailer store in Thailand

and in our neighbor country.

History Background

Khao Lam is a famous dessert dish in Thailand. It made from sticky rice with red beans,

sugar, grated coconut and coconut milk. It cooked by roasting in the bamboo. The reason that it

named Khao Lam is because Khao means rice and Lam means the process of roasting in the

bamboo.

Due to the fact that Khao Lam is the dish that needed to eat right away after purchase

because it’s can be rotten in a day. I came up with the idea to keep this product stay longer and

can be exported to other countries as it is one of the famous dishes in Thailand. So, I started to do

the research and found the idea of the Vacuum sealers which can keep the food to stay longer.

Moreover, I repackage Khao Lam to be in a box that has bamboo picture of its instead of using

the real bamboo since it’s harder for the customer to eat from it.

Marketing Goals and Objectives

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 ● Mission and Mission Statement

“Bring Our Cultural Product To The WorldWide Product”

The mission of “Thai Taste” is to bring Khao Lam, one of the famous dish in Thailand, to

the World famous dish. In order to do so, we have to make Khao Lam stay longer before it’s

getting rotten and we have to design the new package for the container to make it more modern

style. If we meet all this, we are sure that the product will become worldwide product.

● Vision

“Thai Taste” have the vision that our brand will receive the worldwide recognition as

modern Thai Authentic food. Since, we keep the taste of those Thai dish but adapt the product to

be more modern and suitable for everyone.

● Product Objective

The product will keep the perceptions of Thai product but repackage the product to suit

for the foreigner to buy it as the souvenir from Thailand and to suit for export it to other country.

In Order to do that, the ​glutinous rice roasted​ itself have to stay longer since it needs to ship to

other country or the traveler buy it for the ​souvenir ​and the way to keep it is to pack in it the

vacuum sealers. Moreover, the repackaging will make the product become more modern to

export to other countries. However, this Khao Lam Box will also be attracted to Thai customer

because some customers might want to buy Khao Lam for the ​souvenir o​r for eating later. Being

the high quality in both product and package, it will make the price higher than normal Khao

Lam.

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 Market Analysis

Industry Analysis

According to Food and Agricultural Organization of the United Nations, Khaolam

industry can gain profit to 600 Bath after deduct total costs (1000 bath) in one days for the the

household with 5 labors scale industry. It is inevitable that the company will grow rapidly since

it is the big scale company. Our Khao Lam Box expected to be the major market in this newly

emerging and growing market because Khao Lam Box used the inventions which is vacuum

sealers to packed the bag and it’s the newest technology in Khao Lam industry to keep the food

stay longer.

According to the Sage Journals, the ​intention for customer to buy foreign brands needed

to have uniqueness and have a good quality. It can be clearly seen that the product has the

uniqueness because it’s new and authentic from Thailand also it’s a high quality product which is

suitable to export to other country and it can be put ahead of the competitors. However, it still

takes time to build the brand recognition in the first one or two years. In the first step, we will

focus on advertising and promotion of the product and we will start exporting the product to the

neighbor country and in Asia before expanding to Europe, North and South Africa and Oceanic.

Environmental Analysis (Global Business Environment)

Our company is a big scale company with many labour, we have to follow of the rule of

Ministry of Labour by paying the requirement salary and labour welfare. Moreover, to export the

stuff in other country, we need to have the license from Department of Business Development,

The Revenue Department, and Department of Agriculture.

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 The population based we chose are Thai people with the high income, the tourists that

visit Thailand, and the foreigner in other countries. Khao Lam is the product that represents

Thailand, those group of people will tend to buy this product when they come or think of

Thailand.

Environmental Analysis (Local Business Environment)

● Suppliers

The source for direct purchasing is the local store in Thailand and in other countries, and

our own store in the touristed province. For the first year, we will have store in Thailand,

bordering countries, and in some countries in Asia. We approximate that the purchase per day

will be more than 500 boxes in the first year. But since our product can stay longer than 1 day, so

we plan to produce the product 5 times more than the sells because we have to distribute it to

many places of our store and local store.

● Social/ Culture

The main ingredient of Khao Lam is Rice which can be seen as ​the mineral that helps

produce energy from protein and carbs plus it has a good taste mixture. In addition, it represents

Thai product which ​rice can be eaten for warming your body ​in the winter country. ​So, ​it’s can

be eaten every day as part of the day to day activities​.

● Competition

The competitor is “Boon Tree Food” which is another company that export Thai food,

dessert, drink in the can container. This company has been in the market for more than 3 years.

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They are recognized in worldwide. They have the similarity of the consumer market with Khao

Lam box but they tend to focus more on export into other countries. However, they have a big

weakness which is their packaging because the foreigner leads to purchase the product from

looking at the packing first.

Consumer Analysis

My target market is Thai people with high income, the tourists that visit Thailand, and the

foreigner in other countries. The expectations consumer will have for our product is Thai

Souvenir, easy to eat and keep, and modern. The difference in price will occur when consumer

purchases it from other local stores rather than our “Thai Taste” store and the price will be

different in other countries.

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 SWOT Analysis

Strength Weakness

❏ Provide in many countries ❏ Lack of worldwide recognition

❏ Authentic Taste from Thailand ❏ High cost of product since it has many

❏ New Product (in other Countries) process

❏ Good reputation for Thai Dish ❏ Need workers to create product

Opportunity Threats

❏ Become a worldwide recognition ❏ The ​glutinous rice roasted​ can be

❏ Expand the product line rotten if the package isn’t secure

❏ A way to promote another Thai enough.

product ❏ New emerge Khao Lam brand

❏ Bigger production in the future

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 Marketing Strategy

Product/ Service

The product will be the ​glutinous rice roasted but instead of putting it in a bamboo joints,

The package ​will be in a​ new modern design ​that ​have all the needed food labeling beside​ it. ​To

keep the food stay longer, we will used the vacuum sealers that help in ​preserving ​food​ by

preventing the growth of mold or bacteria.​ The product aims for Thai customer but more toward

Foreigner Customer.

Price

The price of the product that I aim to vary around $5. The price of the product will be

higher than the normal Khao Lam because our product involved with the technology to keep it

stay longer and we have to export. However, we still want to keep the price low because we want

to make people feel that they can have it every day. We aim for 20% profit in the first year and

doubled in the next year. The estimate cost of production will be around 75 baht($2) per box. We

aim to product 250 boxes everyday in the first year and increased it in the next year.

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Place/Location

The location of our business is our own Khao Lam Box store and Local Stores in many

countries. We sell it there because consumer can easily get it from their nearest local store with

fresh Khao Lam. The self lives for our product is around 2-3 days but the customer can keep it to

more than 1-2 days.

Promotion

Firstly, we will do brand advertisement through social media by hiring the influencer

with a lots of followers to post the picture about it. Another way is setting up the booth for free

try in local store so people that walk by and interested can purchase it.​ Lastly, we want to

promote our own store because it’s our own store we don’t have to depend on other sellers. The

promotion is for the customer that purchase at our store. When they buy five Khao Lam Box,

they can get one extra for free. This way can increase the sell at our store and better for us to

increase the product line in the future.

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 Sell & Operation

Operational plan

● source product

The source product we need is sticky rice, black beans, coconut milk, sugar, salt and

coconut egg custard. All of these ingredient is not the seasonal food and we can find all of this

ingredient in Thailand. Moreover, we can support the local farmer to purchase this items.

However, this product has their life long so we have to make sure that it’s fresh because it’s

might make ​Glutinous Rice Roasted in Bamboo Joints ​be rotten.

● factory

Thai Taste have to invest in building our own factory because we can make sure that the

product will not have any food contaminant in it. Thai Taste will hire some of the local people to

produce make ​Glutinous Rice Roasted in Bamboo Joints. Then, we will take it out of Bamboo

Joints and immediately put in the ​sealer machine. Lastly, put it in our design box which we give

an order to the printing factory.

Distribution

● financial analysis

In the beginning, we have to invest in the building the factory, and buying the ingredient

and stuffs plus the new brand it’s hard to penetrate the market in the beginning. However, all the

ingredients we use is the local food, we can cut our budget by making deals with local farmer to

purchase their stuff. This two factors might affect the annual report in the first year and second

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year. However, we assured that after the brand get more recognition, the business will gain the a

lot profit in the year after and be able to open more “Thai Taste shop” in Thailand and other

countries.

● selling strategy

Our selling strategy is that we will distribution Kao Lam Box from the “Thai factory to

each of our stores and other centers. The jobs of each place is to check their warehouse to

prevent the excessive distribution and make sure that their will be enough Kao Lam Box to sell

on the next day.

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 Conclusion

Our company “Thai Taste” is the brand that will promote Thai dish to the worldwide. We

expected that foreigner will recognized it and considered it as one of their favorite dish. Export it

to other country is the good opportunity for Thailand to promote our identity internationally. We

hope that it will encourage Thai people to see the significant of their own traditional food and

expand it to other countries.

Recommendation

Our future potential is that we can cooperate with the local community by let them

produce Khao Lam but under our company. This way, it’s will not only support the local people

but also farmer who produces the ingredient. In the next two to three years after our company

receive the recognition, we will come up with the new product line such as Thai Sticky Rice

Cake (Khao Tom Mud) and etc. Moreover, we will be improved by use the new technology to

keep our food stay longer. Lastly, we will do more research about other country that we want to

expand because it’s the most important thing to know what people like and how we adapt the

product and brand to meet people’s demand.

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 References

❖ Chapter 2 INDUSTRIAL AND INSTITUTIONAL STOVES IN ASIA (contd.). (n.d.).

Retrieved from ​http://www.fao.org/3/ad378e/AD378E09.htm

❖ Exploring Consumer Purchase Behaviour: Foreign Versus Local Brands. (n.d.). Retrieved

from

https://journals.sagepub.com/doi/abs/10.1177/0972150913501600?journalCode=gbra

❖ Top 15 Advantages to Vacuum Sealing Your Food. (n.d.). Retrieved from

https://www.vacmasterfresh.com/fresh-bites-blog/top-15-advantages-to-vacuum-sealing-

your-food/

❖ เกี่ยวกับเรา. (n.d.). Retrieved from http://www.boontreefood.com/เกี่ยวกับเรา/

้ งทาํ อยา่ งไร เกี่ยวขอ

❖ สง่ ออกสินคา้ ตอ ้ งกับหน่วยงานไหนบา้ ง. (2018, July 12). Retrieved from

https://www.dharmniti.co.th/สง่ ออกสินคา้

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