Executive summary

1: Company Profile

2: Current Market Situation

SPELT Analysis
SWOT Analysis
Five Force Analysis

(Market Share)

3: Marketing Objectives

4: Marketing Strategy
(Marketing Strategy)
(Marketing Mix)
5: Action Plan
(Action Plan)
6: Financial Budgeting
(Financial Budgeting)
7: Controlling Plan
(Controlling Plan)
8: Contingency Plan
(Contingency Plan)

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3
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5
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8
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Executive summary

()

2
Jet Stand Alone






80

(Brand Awareness)
(Growth)

Brand Loyalty

6










2
1. (ROBUSTA)


1

2. (ARABICA)

3,0005,000

2540


9 ()
- , - 15


. 7
21 .. 2540 9

38
7
2
13 2 2541
9 JET
9/2 ()
JET
JET JET JET
JET
JET ( 9) 10 2541
7 (JET )
13

2 6 ( JET ) 5 (
JET ) 15 2542

17 2542
CONOCO JET 5 8
2544
JET 7
1 ( . 137), 2 ( .98),
3 ( . 89, 4 () , 10 (
4


. 156) , 11 () , 12 ()
JET




()

()

()

4
1. (Coffee Bean)
5


(Cherry) (Dry Method)
(Wet Method)



(Outlet)
2. (Ground Coffee)
(Blend)

1
3. (Instant Coffee)


4. (Instant Coffee Canned)



(
800 )
. .


1.
2.
3.

(250 )
15
( . .)

SPELT ANALYSIS
Social

0.5 .
2.5 .
4.5 .
5 .
8 .
14 .

Politic

Economic

Legal




2546


Technology



Chain

SWOT Analysis

1. Jet

2.
3. Brand Image

4. Brand Image

5.

6.

7.
8.

9.

1.

2.

3.


4. Strategic Partner Jet
(outlet)
Jet
5.

1.

2.

3. 2546

4.

1. 2-3
, In
and Out Chain ,
2.

3.
4. , ,
5.
6.

Five Forces Analysis

1. Threat of new entrants : High





9

2. Rivalry Among Existing Firms: High

2-3

Chain Starbucks, Au Bon Pain, Gloria Jeans UCC
Coffee World, Black Canyon

2546

Starbucks Coffee World
Black Canyon

Switching costs

3. Bargaining power of buyers : Low

4. Bargaining power of suppliers : Medium

Bargaining Power Suppliers


10

9
Bargaining Power of Suppliers

9 Bargaining
Power of Suppliers
5. Threat of substitutes : High

(Starbucks), (Coffee World), (Black

Canyon) (Au Bon Pain)
(Starbucks)
: ()
.. 2514 ..2541
:
Topping
: 65 115
: 22-50
:
, ,
: 30

11


Strength:

Weakness:




,

(Coffee World)
:
:
Bakery
: 55 90
: 18-45 (Young Executive) B+
80:20
:

: 32
Strength:
Weakness:
B2S

12

(Black Canyon)
: ()
.. 2536
: Bakery
200
: 40 90
: 20
:
: 80 1 1
Weakness:
Strength:
10

(Au Bon Pain)

:
:

: 40 - 75
:
:
: 21
13


Strength: Bakery Weakness: Positioning

Opportunity:
Threat:

(Market Size)


2541 20%
2545 14,600

5,600

6,000

3,000

2545 Thailand Coffee Market Share

Ready-todrink
Coffee
41%
(6,000 Million Baht)

Premium
Coffee
21%

Instant
Coffee
38%

(3,000 Million Baht)

(5,600 Million Baht)

Source : Thai Farmers Research Center

1
14

Chain 60
40

2545 Thailand Premium Coffee

Market Share

Inter
Brand
60%
Local
Brand
40%

Source : Thai Farmers Research Center

2 Chain

15

Market Share
Starbucks

37%
(Marketing Objective)

1. 590 3

31%

1. 2546 250
Black Canyon
2.

Coffee World
11%
2546
13%
8%
3. Product line 2546
3

Starbucks
31% 13%, Black Canyon 11%, Coffee World 8%
37% 2 Chain
Starbucks
Chain
Au Bon Pain, 94 Degree, Delifrance, Gloria Jeans, UCC
Black Canyon,
Coffee World

1.
16


2.
3.
4.
5.
6.
7.
8. /
9.
10.

1.
2.
3.
4.
5.
6.
7.
8. /

1.00

2.00

3.00

4.00

9.
10.

(Marketing Objective)

1. 590 3

1. 2546
300

17


2. 5
2546
3. Product line 2546

(Marketing Strategy)
2 3
Growth Strategy Concentration

1.

2.

Product Line


(Market Segment)

1-10 2546
1. (Demographic Segmentation)
90
26-35
(
200 0.5
90
500 700 )

64%
18



77%
2. (Geographic Segmentation)

3. (Value and Life Style)

4. (Psychographic and Behavior)

(Target Market)

,
, , ()
20-60
15,000
(Positioning)

19

5


Starbucks

20

(Marketing Mix)
1. (Product Strategy)

15

21

1.
2.
3.
2



250 .
5

250

(Mass Products)


2

22
200
22

10%
Coffee World 20-30 % ,
Star Bucks 20% Black Canyon
40%

1.


2.

23


9 Internet www.banreicoffee.com
9
9
9 02-840-9202
Time and Motion Study

2. (Price Strategy)

2546
50 60 80
33%
15%
3. (Distribution Strategy)

24

()
JET






20 15
5
510 2
20%


Jet
Jet

Gas Station

No.

Convenience
Store

No.

PTT

1,500

AM/PM

100

Shell

800

Select

140

ESSO

800

Tiger Mart

350

Caltex

600

Star Mart

204

Bangchak

600

Lemon Green

150

Q8

130

Everyday

100

Conoco

135

Jiffy

135

25

Gas Station Proportion

Q8
3%

Bangchak
13%

Conoco
3%
PTT
32%

Caltex
13%

ESSO
18%

Shell
18%

Chart Jet
4,656 ., Shell Esso
3,100 68%
G Store Proportion

Jiffy
11%

Other
7%

AM/PM
8%

Select
11%

Everyday
8%

Lemon Green
12%

Tiger Mart
27%
Star Mart
16%

7 (G-Store)

26


(G-Store)
Stand Alone
Brand
Franchise

-

Jet
-
Franchise

27


4. (Promotion Strategy)

40 %

Event Marketing
,

Executive Interview

2,000
8 1,500

1 10
1



28



Loyalty

(Action Plan)
(Action Plan for Product Strategy)


2
22
200 2546
2 2546

22
80 2546

3

6
2546
9

9
29



15




2545

20 2546


2546
250
2546

Time and Motion Study

:
50,000

:
100,000
(Action Plan for Distribution Strategy)
2546

30


1.
20

: 2 400,000
: 3
: 8
: Starbucks
Black Canyon
Coffee World
Coffee Beans
: 3
: 2546
2. (Office Building)
: 80 112,000

: 2
: 5
: Starbucks
Tung Who
Coffee World
Black Canyon
Deli France
: 1
: 2546
3. (Office Building)
: 80 100,000

: 2
: 5
: Starbucks
Coffee World
Au Bon Pain
: 1
: 2546
4. (Shopping Center)
: 100 150,000

: 2
: 5

31


: Starbucks
Coffee World
Black Canyon
: 1
: 2546
5. (Shopping Center)
: 60 120,000

: 2
: 5
: Starbucks
Black Canyon
Coffee World
Deli France
: 1
: 2546
(Action Plan for Promotion Strategy)

5,000
1
50,000
1.
- 1,500

40 % 600

2546
1
75,000
2. 120 1
10 1

32


1
2546 2546
250,000
3. , ,
,

500,000

Refill Campaign

60 80
2546 2546


200,000

1 300
2546
5
16 31 2546
250,000

1.8



Tent Card

50,000
33



4 2

Image 4 2

4 2

450,000

2,000
20 500
10
2

100,000

34

ACTION PLAN

Q1
Q2
Q3
Q4
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

/
/5

48,776,740
1,364,000

52,809,980
7,007,000

53,113,303
15,840,000

54,007,962
17,204,000

208,707,986
41,415,000

50,140,740

59,816,980

68,953,303

71,211,962

250,122,986

#
#
#

#
#
#

200,000
450,000
500,000

#
#

50,000
#

Refill Campaign

UNICEF

75,000
#

250,000

200,000

#
#
#
#
#
#
#
#
#
#
#
#
# # # # # # # # # # # # # # # # # # # # # # # #
213,000

248,000

603,000

733,000

24,000
48,000
35
1,797,000

(Financial Budgeting)

5%
20% 2546

80% 250

1.
35%

2.
40%

(Controlling Plan)
(Objective)
1.
2.

36

Target
Actual

Q1
50,140,740

Q2
59,816,980

Q3
68,953,303

Q4
71,211,962

2.

80 %
(Contingency Plan)

20% 1.
80
2.

37

: ... , ,
9 1182, 24 2546
!, , 15
2545
- 3,000 , , 13
2545

Internet
http://www.tfrc.co.th/
() http://www.banriecoffee.com/
() http://www.starbucks.com/
() http://www.blackcanyoncoffee.com/
Siam Future Development Co., Ltd. http://www.siamfuture.com/

38