Introduction
Brief overview of the company
Launched in 2012 by Footwear Corporation Dong Hung Group, Ananas struggled initially due to ineffective marketing strategies, leading to its first failure However, by 2017, the brand successfully rebranded itself and gained recognition, securing its position among the youth demographic.
Ananas targets energetic and dynamic customers aged 18 to 25, prioritizing their convenience and comfort in stylish footwear that reflects their individuality Our commitment to high quality and reasonable prices ensures that our customers can enjoy trendy shoes without compromising on comfort.
With the message DiscoverYOU, Ananas wants to remind everyone that
Understanding yourself and your desires is essential for navigating life effectively At Ananas, we are committed to exploring our unique identity and establishing a distinct path that reflects our core values.
Company’s main product
Ananas offers a range of vulcanized shoes and sneakers, embodying a classic manufacturing method seen in iconic styles like Converse Chuck Taylor All Star and Vans Old Skool These minimalist designs make Ananas shoes perfect for everyday wear, whether for school, work, social gatherings, or skateboarding Committed to sustainability, Ananas integrates eco-friendly materials while maintaining the essential features of traditional footwear, all while aligning with contemporary fashion trends Manufactured by the Dong Hung Group, Ananas products are exclusively available at their stores in Ho Chi Minh City, featuring four main shoe lines—Basas, Vintas, Urbas, and Pattas—as well as a selection of clothing items.
Target country: Thailand
The ASEAN Consumer Survey by HKTDC Research reveals that consumers in ASEAN, particularly in Thailand, are inclined to invest in higher-quality products and exhibit a distinct personal style Thailand stands out as a vital market for international brands among developing Asian nations, driven by the rising demand from its emerging middle-income class and a thriving tourism industry Additionally, Thailand's geographical closeness to Vietnam fosters shared climate characteristics, genetic traits, religious beliefs, and, most significantly, cultural similarities.
Secondary data resources on Internet
Company analysis
Founded in 2012, Ananas operates under the Dong Hung Footwear Group, which was established on October 1, 1992 The company aims to deliver high-quality footwear to both Vietnamese and international consumers at competitive prices With modern factories and advanced production processes, Dong Hung Footwear Group is dedicated to being a trusted partner for consumers worldwide in their journey of life exploration.
Dong Hung Footwear Group boasts over 20 years of expertise in vulcanized shoe manufacturing, serving as a key supplier for renowned international brands like Puma, Reebok, and Burberry With nearly 30 years of growth, Dong Hung ranks among the top 30 leather shoe manufacturers in Vietnam, achieving an impressive annual export turnover exceeding 150 million USD and producing over 10 million pairs of shoes Consequently, we are confident that Ananas can deliver high-quality products that rival any leading brand in the market.
Organization Assets and Skills
In the past three years, Ananas has established nine stores in Ho Chi Minh City, while also offering customers in other regions the ability to purchase products through its website and Facebook fan page All Ananas products are crafted by its parent company, Dong Hung Footwear, which boasts over 20 years of experience in the footwear industry and has collaborated with numerous domestic and international shoe brands Currently, Dong Hung Group comprises five member companies, two affiliated branches, and a joint venture, focusing on various business components such as shoe production, sole manufacturing, logistical operations, and the supply and distribution of footwear through e-commerce channels and retail stores.
Ananas, part of the Dong Hung Footwear Group, is committed to ongoing research and the adoption of cutting-edge technology and manufacturing techniques Our factories adhere to international standards, ensuring modern production processes that prioritize product safety by minimizing the use of chemicals in production.
Dong Hung Group, with extensive experience in footwear production and a skilled workforce, ensures that each Ananas product undergoes meticulous steps, including design, stitching, and evaluation, to achieve optimal quality Additionally, all manufacturing facilities are equipped with professional wastewater treatment systems, adhering to Vietnam's laws and regulations, in compliance with EC 1907/2006 (REACH).
Market Analysis
Thailand is one of nearly 40 constitutional monarchies worldwide, where an elected Prime Minister leads the government and a hereditary monarch serves as the head of state The King of Thailand wields legislative power through Parliament, executive power through the Cabinet, and judicial power through the courts.
Thailand is currently experiencing ongoing anti-government protests led by students advocating for political reforms, including the monarchy's role in politics These protests were sparked by the dissolution of the Future Forward Party (FFP) in February 2020, which criticized Prime Minister Prayut and proposed changes to the Thai constitution The persistent political unrest poses a risk to the credibility and effectiveness of the country's institutional framework, potentially hindering authorities' ability to implement macroeconomic policies, such as financial support during the Covid-19 pandemic This situation could deter foreign investors and create challenges for businesses operating in Thailand.
The Foreign and Commonwealth Office (FCO) warns that the likelihood of terrorist attacks in Thailand is high, particularly in the southern regions where violence has been prevalent since 2004 This ongoing conflict has seen frequent incidents of arson, bombings, and shootings, targeting civilians, security personnel, and various public venues such as government offices, tourist hotels, and marketplaces.
Corruption significantly obstructs both economic and social development, making it a critical issue to address According to the 2018 Corruption Perceptions Index by Transparency International, Thailand, alongside the Philippines, ranked 99th out of 180 countries and regions The prevalence of corruption across various sectors in Thailand indicates a high risk, necessitating substantial efforts to combat this pervasive problem.
Despite Thailand's occasional political instability, daily business operations remain largely unaffected The country's governance is robust, and all political parties in Thailand, without exception, support pro-business initiatives.
The Consumer Protection Act of 1979 mandates that all goods, both domestic and imported, must display clear and accurate labels that include the manufacturer's name, location, product information, and country of origin Additionally, advertisements must be truthful, honest, and decent to ensure consumers are well-informed and not misled.
Unfair Contract Term Act (1997) Protects consumers with little ability to negotiate or negotiate
Commercial Competition Law (1999) Maintaining free and fair competition of markets and discouraging business operators from engaging in anti-competition activities
Thailand belongs to the 10-member Association of Southeast Asian Nations (ASEAN), a regional free-trade and economic bloc comprising a total population of
Thailand continues to be a popular choice for foreign investors and entrepreneurs looking to enter new markets or expand their existing businesses However, it is crucial for those intending to set up majority or wholly foreign-owned enterprises to understand the country's laws and regulations governing foreign investment.
● Limits on Foreign Control and Right to Private Ownership and Establishment
Foreign entities wishing to conduct business in Thailand must acquire a Foreign Business License (FBL) from the Foreign Business Committee and the Director-General of the Department of Business Development (DBD) There are exemptions available through the Board of Investment or the Industrial Estate Authority of Thailand, as well as under free-trade agreements with specific countries The Foreign Business Act (FBA) outlines business activities that are reserved for Thai nationals, stipulating that foreign investment in these sectors must not exceed 50 percent of share capital, unless special permission is granted or an exemption applies.
Certain businesses are restricted for foreign companies in Thailand, including accounting, legal, architectural, engineering, retail, wholesale, advertising, hotels, guided tours, food and beverage sales, and other service sectors A foreign company may participate in these restricted activities if at least 51% of its shares are owned by Thai nationals Conversely, companies with more than 50% foreign ownership must obtain an exception from the Ministry of Commerce through a Foreign Business License (FBL) application to engage in these activities.
Thailand lacks a national security screening process for investments, allowing investors to benefit from extra incentives and privileges when they invest in priority sectors, particularly in high-technology industries.
● Laws and Regulations on Foreign Direct Investment
The Foreign Business Act regulates the majority of investment activities conducted by non-Thai nationals, while the Alien Employment Act of 1978 and the Investment Promotion Act of 1977 are also essential laws that oversee foreign investment in Thailand.
● Competition and Anti-Trust Laws
The Office of Trade Competition Commission (OTCC) serves as an independent agency responsible for enforcing the Trade Competition Act B.E 2560 (2018) It is composed of seven members who are nominated by a selection committee and approved by the Cabinet.
Under the Price of Goods and Services Act, the government holds the power to regulate the pricing of certain products and services This regulation is overseen by the Department of Internal Trade within the Ministry of Commerce, which engages with the companies impacted by these pricing controls.
Thailand, the second largest economy in Southeast Asia after Indonesia, is projected by the IMF to experience moderate growth driven primarily by investment firms aligned with the country's infrastructure plans Bangkok, the capital, serves as the economic hub, contributing approximately 60% of the national GDP and competing with Singapore as a regional air travel center due to its robust infrastructure The economic relationship between Vietnam and Thailand is flourishing, especially in trade and commerce, with both nations participating in regional and international forums like ASEAN and APEC Notably, Thailand is Vietnam's largest trading partner within ASEAN, with Vietnamese exports to Thailand representing about 20% of its total exports to the region.
In 2019, inflation decreased to 0.7%, with projections indicating a drop to -1.1% in 2020 and a rise to 0.6% by 2021, according to IMF forecasts Public debt remained stable at 42.4% in 2019 but is expected to rise to 43% in 2020 and 43.8% in 2021 Despite this high debt level, household consumption, which accounted for 49% of GDP in 2019, is anticipated to remain robust, reflecting real income levels The National Strategic Plan (2017-2036) aims to enhance the business environment and improve the country's competitiveness and long-term economic efficiency.
TABLE 3.1- GDP Thailand https://www.nordeatrade.com/en/explore-new-market/thailand/economical-context
Competitor Analysis
Converse, an iconic American shoe company founded in 1908, is renowned for setting trends in footwear, apparel, and ice skates Since becoming a subsidiary of Nike in 2003, Converse has expanded its presence globally, including a significant footprint in Thailand.
20 stores concentrated in the big city of the Golden Temple country today.
The market is segmented demographically into four groups: individuals under 13, those aged 13-19, the 20-35 age range, and individuals over 35, encompassing both genders Income levels are categorized into no income (students) and middle to upper-class individuals Psychographically, Converse focuses on ambitious, materialistic, receptive, and visually-oriented consumers Additionally, the brand has identified behavioral segments by analyzing online activities, targeting enthusiasts of fashion and outdoor sports.
This brand embodies a retro modern subculture, appealing to the younger generation with its classic footwear Featuring high-quality materials and a thoughtfully selected price range, it has successfully established a strong presence in the minds of consumers.
Vans, an American brand based in Anaheim, California, specializes in skateboarding shoes and apparel and is owned by VF Corporation In addition to skateboarding, Vans actively sponsors teams in surfing, snowboarding, BMX, and motocross, showcasing its commitment to action sports culture.
Since the late 1960s, Vans has consistently focused on Core Sports athletes, enthusiasts, and followers Today, the brand has significantly diversified its product range while still targeting both males and females aged 15 and older.
24 years who have an interest in action sports and lifestyle fashion.
Vans offers a diverse range of over 200 shoe styles, catering to all age groups from infants to adults, along with a variety of apparel and accessories such as watches, belts, hats, bags, and clothing Their strong presence in the youth music scene, particularly through the Vans Warped Tour, has expanded their target market while continuing to embrace the essence of youth culture and style.
Rompboy, established by Tanan Boonyatanapiwa, began as a clothing label before successfully transitioning into the streetwear scene Drawing inspiration from 1960s tennis and badminton shoes, Tanan crafted his first handmade pair of shoes in 2015, marking the brand's innovative entry into the footwear market.
Each pair highlights the vintage-inspired design made by hand from high-grade material and the craftsmanship of the team of experienced shoemakers.
Initially, the brand launched a select range of shoes exclusively in its online store The combination of vintage design and minimalist aesthetics, enhanced by unique details on each pair, captivated sneaker enthusiasts, leading to rapid sellouts and establishing the brand’s strong reputation in the sneaker community.
Building on their success, Rompboy now has its outlet and new product lines in fashionable leather shoes and student kicks.
Mitzahai, meaning friends or companions in Thai, is a unique footwear brand that specializes in vintage-style sneakers inspired by 1940s World War 2 events Initially focused solely on sneakers, Mitzahai has broadened its product line to offer comfortable tees, shirts, and hats, catering to a diverse audience.
Mitzahai’s footwear and apparel are sold at CAZH outlets in Siam Discovery and ICONSIAM It also offers worldwide shipping for purchases made via its online store.
Mitzahai shoes offer a diverse range of color options, making it easy to pair them with any outfit Their collection includes various styles, from classic running shoes to trendy high-tops Each pair features a distinctive wavy pattern on the rubber toe cap, crafted from lightweight and durable materials for easy wear Additionally, the designs prominently showcase the brand name in a unique Thai-style font on both the upper and soles, adding a signature touch to each creation.
Introducing a sneaker brand designed for stylish men, Truly emphasizes foot health with its innovative design Featuring a unique yellow sole for one foot and a red sole for the other, this creative approach ensures maximum comfort and continues to spark conversation in the fashion world.
The GUM collection features high-quality materials, including pure Para rubber and unbleached canvas, which provide exceptional softness and flexibility, minimizing foot stress and enhancing shock absorption Each collection is crafted from locally sourced materials, with a careful production process that guarantees every pair meets international quality standards.
SWOT Analysis
- 20 years experience of the shoe factory has cooperated with many famous brands such as Puma,
- Ananas flagship product is the vulcanized shoe with a minimalist design that is easily combined with many different types of outfits.
- Website with many eye-catching colors, bringing a youthful and dynamic look
- Colors range from monochrome to ombre This makes Ananas no need for sophisticated motifs but still able to conquer the most demanding customers.
- Lack of experience in new markets, especially international (Thailand) markets.
- A new brand in customer's perception
- Ananas has yet to build relationships with partners in Thailand
- Thailand has undergone rapid urbanisation with a sustained improvement in household incomes, this will support the growth of consumer spending on discretionary items, such as lifestyle products and services
- Concentrated spending patterns due to high household debts and a slow recovery of household income
- Uncertainties from the upcoming national election which will significantly affect consumer and investor confidence as well as future
- The rapid adoption of e-commerce in Thailand help the company reach target customers more easily and less costly
- Thai society maintains good values and culture These factors contribute toward social cohesion and reduce the negative influences of modernization and conflicts in
- Various problems of national security have been increasing at an alarming rate due to political unrest, terrorism, economic crisis and international competitions
- There is still a lack of law enforcement to prevent piracy.
- Thailand is becoming an ageing society due to changes in population structure, characterized by the increase of older persons while the size of younger population and workforce decrease
- Severe natural and man-made disasters are likely to have greater impacts in the future.
Objectives
As a new foreign product entering the Thai market, Ananas aims to enhance market penetration and boost product awareness amidst established local and international competitors The primary objective is to attract new consumers through robust and consistent communication strategies.
Recommended Marketing Strategy
Target Marketing Identification and Segmentation Strategy
● Gender: Both male and female
● Income: >= 2604.27 THB/month (86.30 USD/month)
● Occupation: College students and newcomers to the workforce
● Personality: Youthful, dynamic and active
● Lifestyle: Extrovert, enjoying experiences and participating in outdoor activities, having a healthy lifestyle
● Buying places: supermarkets, shopping centres, online
- Regular occasion: go to school, work or hanging out
- Special occasion: As gifts on important occasions such as birthdays, anniversaries,
- Looking for a shoe that is comfortable and suitable for school, work or hanging out.
- Easy to slip on and off
● Usage rate: medium or heavy (use everyday)
Marketing positioning
Reasonable price - Good quality; Good customer service
Market Entry Strategy
● Use of an intermediary (retailers)
Marketing Mix Strategies and Tactics
Product
Vulcanized shoes consist of two primary components: the Upper and the Sole The Upper encompasses all elements found in the shoe's upper section, while the Sole serves as the rubber foundation situated beneath.
(1) Vamp: toe box - the front part of the shoe, a hard covering to protect the toes in a shoe
The shoe tongue is a crucial component, made of leather or other materials, positioned beneath the laces at the top center of the shoe It rests on the bridge of the foot and is securely attached to the vamp, extending up to the throat of the shoe.
(3) Stamp: The pineapple logo stamp is sewn or heat-pressed directly on the tongue.
(4) Eyestays: is the part that contains 2 rows of shoelace holes Shoes may or may not have these depending on the intentions of the design.
Eyelets are essential components of shoes, typically functioning as holes where shoelaces are threaded to secure a snug fit Located at the throat of the shoe, which runs along the top of the foot, eyelets play a crucial role in adjusting the tightness of footwear for enhanced comfort and support.
(6) Stitching: decorative stitches used to attach discrete parts together
(7) Laces: shoelace - the composition is familiar and can be changed easily.
(8) Aglets: a metal or plastic tube fixed tightly around each end of a shoelace.
(9) Heel counter: heel counter - heel fixer for the shoe (inside) and heel decoration (outside).
The heel strap, also referred to as a rear brace, primarily serves to enhance the aesthetic appeal of footwear However, it is important to note that this component may be absent in certain shoe styles and designs.
(11) Lining: also known as the body lining - the inner lining of the shoe body.
The insock is the initial layer that comes into contact with your foot when wearing shoes In various shoe models, insocks serve multiple purposes: they can provide warmth and odor control, or they may be designed to enhance comfort and reduce friction with the sole.
(13) Insole: insole - the part below the Insock, not visible from the outside because it is hidden.
The outsole is the sole component of a shoe that directly interacts with the ground, making it crucial for performance Given its role in enduring significant friction during use, the material chosen for the outsole must possess high durability to ensure longevity and reliability.
Foxing refers to the rubber that is glued to the shoe for reinforcement, effectively connecting the upper and sole This distinctive feature helps you easily identify vulcanized shoes and distinguish them from cold cement shoes.
Bumpers are commonly utilized to enhance the stability of foxing, and their material and color can vary based on decorative intent This variation is evident in the recently launched Basas Bumper Gum set by Ananas, showcasing distinct designs that complement the overall aesthetic.
(17) Heel label: the heel stamp - the highlight is no less important because it conveys the message of the brand.
Ananas is set to export four popular shoe lines—Basas, Vintas, Urbas, and Pattas—to Thailand, targeting the middle-income segment The Basas line offers a basic design, while Vintas features a vintage aesthetic with a yellowish sole Urbas showcases a modern youthful style, highlighted by a decorative horizontal line on the sole In contrast, Pattas maintains its foundational design but introduces carefully crafted graphic elements to replace the monotonous color schemes Looking ahead, Ananas aims to expand the Pattas line with products tailored specifically for the Thai market.
Ananas is set to expand its shoe collection by introducing Mulas, featuring a new type of footwear known as mules, tailored to the tastes of Thai consumers Mules are backless shoes that offer convenience, allowing wearers to effortlessly slide them on without the hassle of straps or buckles Their versatility makes them a favored choice among both men and women, as they can be paired with a variety of outfits for any occasion.
Width: 18cm Height: 11cm Box: 230g Box + shoes: 820g
All the information on the box will be translated to Thai except for the brand name
There is no adjustment for the heel stamp (Hình
Price
To sustain Vietnam's competitive price range in the Thai market, Ananas has opted for a cost-based pricing strategy, carefully evaluating all production expenses to determine the optimal product pricing.
In order to secure the company's profitability, Ananas will follow cost - plus pricing strategy.
All Ananas product lines are uniformly priced, reinforcing the perception of high quality among customers, which aligns with the company’s focus on delivering premium products.
Line product Price in Thai market
TABLE 7.1- Price for each line
The company operates under CIF (Cost, Insurance, Freight) delivery terms, ensuring that insurance is purchased for each order We will enter into a contract with Export Insurance Services to guarantee that any incidents occurring during transportation will be managed by the insurance provider, safeguarding our customers' interests.
● Customers can pay in many different forms such as cash, credit cards, COD (cash of delivery), etc
● At the store, the main forms of cash or credit card payment are.
● As for online, COD will apply, and delivery within 2-3 days depending on the region (may take longer).
Place
Ananas’s target customers are young, dynamic, trendy and diverse (aged 18-
Consumers increasingly prioritize trends and creativity in products and distribution channels Surveys indicate that many prefer purchasing sports goods from shopping centers, with 69% shopping online via mobile devices and 34% using computers The online shopping demographic includes 34.8 million individuals, contributing to a market size of 1.33 billion baht On average, each person spends approximately 3,844 baht annually on online shopping, which represents around 1.7% of Thailand's GDP of 22,600 baht (or 7,273.56 USD).
● Ensure product flow and product availability
● Product protection (for indirect channels)
● Reduce costs and maximize profits (for direct channels)
Ananas employs a selective distribution strategy, primarily utilizing direct channels such as Facebook, Instagram, LAZADA, and Shopee, alongside two indirect retail partners in Bangkok: Carnival Store and Outcast Store Over the next two years, the focus will be on enhancing online presence and leveraging intermediaries to reduce costs, mitigate risks, and boost brand awareness.
CARNIVAL Siam Square Soi 1 Pathum Wan
Siam Square Soi 7 Pathum Wan
District Central Ladprao Chatuchak District 332,877
KNOCK BKK Sukhumvit Soi 55 Wattana District 24,877
Fanpage (for Thailand): Facebook, Instagram
Promotion
Ananas encourages young people to "Discover You," emphasizing the importance of self-understanding in making informed decisions By gaining clarity on one's identity and desires, individuals can navigate their choices more effectively.
The company applies Push Strategy to promote the product
- Inform the customer about the brand and product and create brand awareness by 30% target audience in Bangkok in the 1st year
- Stimulate customers to purchase products through customer promotion activities and increase the number of products distributed by retailers via the trade promotion activities
- Create brand awareness by 30% target audience in Bangkok in the 1st year.
- Inform the customer about the product and persuade them to try it.
We selected Facebook and Instagram as our primary platforms due to their extensive reach and significant influence on the youth demographic Our content, including images and TV commercials, is tailored to align with the trends and preferences of the Thai market The TVC will employ both rational and emotional messaging strategies, showcasing the quality of our products through a detailed depiction of the meticulous production process in our Vietnamese factories Additionally, the campaign will convey the spirit of Ananas, a brand that inspires active young individuals, effectively promoting our products to this dynamic audience.
Facebook ads and instagram Ads are used to run the advertisement
Execution techniques: Combination: Personality symbol and imagery
In Thailand, the MRT subway serves as a popular public transportation option, making it an ideal location for posting advertisements at busy stations to capture the attention of the target audience Retail stores like Carnival and Knock Bkk are strategically situated in major department stores, including Siam Square Soi 1, Siam Square Soi 7, Central Ladprao, and Sukhumvit Soi 55 By displaying our posters in high-traffic areas, we ensure maximum visibility and engagement with potential customers.
Objectives: Encourage customers to buy and drive sales
In the first 1 week of product launching, we’ll discount 20% for customers who purchase in both e-commerce (Shopee, Lazada) or in retail stores
In the annual discount festival in Thailand from June 15 to August 15, all products will be discounted up to 50% in both retail stores and online
- Premiums: There will be 2 premiums in 1 year
In June 2021, Ananas is set to introduce Mulas, a revolutionary shoe design featuring an open back and no heel constraint As a special promotion, customers who buy Mulas will receive a complimentary Summer Ananas face mask, available until the end of the month.
A week before Christmas, when buying a shoe product the customer will be given a pair of plain colored socks
When a price-off promotion occurs, we will deduct a commission for the retailer if the retail stores achieve the revenue targets established by the company.
Objectives: Create a good image in customers and increase the brand awareness
- Tham gia dựng booth bán hàng và quảng bá sản phẩm tại các hội chợ tại Thái Lan.
- Donating 100 pairs of shoes for poor students in Bangkok city in back-to- school season
Promotion Expenditures (in 1 year) 1st quarter 2nd quarter 3rd quarter 4th quarter Note
Sale-off festival (up to 50%):
Relation Trade-market 20000 baht 20000 baht 20000 baht
Sponsors 100 pairs of shoes (Batas line)
Planning Budget
Shipping Warehouse - Cat Lai Port 3,000,000 VND
Implementation and Control
Product - The product is damaged during transportation.
- Cancel all the defective items, fix the defective orders and after-sales to confirm the product's quality in the hearts of customers.
- Return policy according to company regulations when customers give feedback on defective products.
Financial - Exchange rate: the fluctuation of exchange rate in the place of production (Vietnam) against the place of consumption (Thailand) causes damage to the enterprise.
- Inaccurate financial planning causes damage to the business.
- Did not reach the target of the product.
- Flexibility with exchange rate policy to balance the devaluation of both domestic and foreign currencies.
- Financial calculation and planning should be done based on specific reports from previous product lines to avoid future losses.
- Find the cause and fix cash to avoid losing money of the business.
- It is necessary to have a contingency plan for situations in which product target is not met to respond promptly.
Distribution Indirect distribution through intermediary stores is limited in the exhibition space and limited in the centralized sales management for the brand.
Direct online distribution is passive in controlling to receive customers and strong competitive pressure from different brands.
Decorate a special display space for the brand to make an impressive difference to attract customers Planning for special sales "festivals,".
Detailed product description and customer feedback receiving policy to improve risks.
Strategires - Customers don't know / don't care about the product - Using a strategy to attract other customers, businesses change segment or can change target market.
- Threats caused by natural disasters, bad weather, epidemics
- Update situation quickly in time to prevent and overcome natural difficulties.
- Use marketing campaigns to attract customers to buy products on "topics towards a good future."
Politics - Changes in government policies, the influence of agreements that Thailand has signed with Vietnam.
(epidemics, protests, ) led to slowdowns in operations, loss of important assets, disturbance in the distribution system
(difficulties in importing goods on stock).
- Flexibility in host country policies and remote preparation for adaptive change minimizing risk.
- Calculate solutions to relieve customers in time when goods are late Establish a good support system when there are complicated developments that adversely affect the brand's reputation.
