CP expects to boost food sales by 30 per cent, The Nation (Thailand); by ACHARA PONGVUTITHAM; 06-29-2000
THAILAND'S food export industry is well-poised to achieve global success - but only if manufacturers and exporters concentrate on market demand and maximize their e-commerce potential, Prasit Damrongchitanont, president of CP International Trading Group, says.
Prasit's comments came as Charoen Pokphand Intertrade, a unit of CP International Trading Business Group, said its total sales excluding meat products were expected to grow by 30 per cent to Bt1.1 billion this year,
thanks to a higher demand for food products on the world market.
CP Intertrade became the export and import arm of CP International Trading Business Group after CP consolidated its 11 companies under Charoen Pokphand Foods.
CP Food Storage is the marketing arm for the domestic market responsible for distributing products and serving customer demands.
"We still have many things to do after consolidation, and boosting sales and IT development will be our most important strategies," said Prasit.
He said the company's marketing strategy would focus more on exporting brand name products, product varieties and services.
The brand name products include CP brands as well as Oriented Equipment Manufacturer products.
Main export products include rice, canned foods, food products, non-food products such as kitchenware, plasticware and garments, and services. Non-food products account for 10 per cent of the company's total sales.
The company's service business will concentrate on providing more convenience for purchasing agents, as well as boosting service networks to cope with higher demand.
He added that information technology such as the Internet would play a key role in helping the company achieve its sales targets.
Moreover, the company's Internet network link with CP's overseas offices would help provide better and faster services to clients.
To boost services and export markets, the company is seeking an opportunity to establish new office bases in major exporting markets. Currently, CP has more than 30 offices in overseas countries.
Prasit said the company was planning to launch a business-to-business marketing strategy soon to expand trade via Internet networks.
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