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Introduction
Bertram Chemical (1982) Co. Ltd.,(Thai family business) manufacturer and distributor of homeopathic, non-prescription herbal products Their core product Siang Pure Oil is based on a traditional recipe passed on over generations among practitioners of traditional Chinese medicine
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Nowadays, the company is more and more faced with counterfeits from local and global competitors that endanger their home market position and future growth perspectives on international markets
In the past 15 years, company s sales have been more than tripled to Bt 330million per year
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Basic Agenda
Sales figures Manufacturing capacity
Competitors attack
Competitors attacking Bertram Chemical by low price strategy Competitors used packaging similar to the well-known one of Siang Pure Oil Causing consumer confusion and endangering the seal of quality Bertram Chemical s future growth targets and market position were at risk