Project helps firms improve marketing
Tariffs
no longer pose much of an obstacle for Thai small and medium-sized enterprises
(SMEs) wanting to export to other Asean countries, but impediments remain in
the form of foreign regulations, local culture and consumer behaviour.
For
this reason, the "SME Ton Kla to Goal" project has been designed to
help entrepreneurs improve their marketing, specifically those exporting food,
beverages and crafts.
The
programme, which is free of charge, is aimed at helping participants sharpen
business plans and revamp packaging designs to improve sales in the Asean
region, said Jirapaphan Malithong, director of the International Trade
Promotion Department's Office of SME Support Solutions.
The
department has developed the programme in cooperation with Thammasat
University's Research and Consultancy Institute.
Some 3
million Thai SMEs are involved in exports, last year accounting for 2 trillion
baht in export revenue or 30% of the total value of Thai exports.
Exports
to other Asean countries have been growing, both in terms of volume and as a
proportion of overall exports.
Last
year, exports to Asean markets totalled 1.64 trillion baht or 24% of total
exports.
With
the help of academics and specialists, the Ton Kla to Goal project selects a
handful of SMEs to attend intensive workshops about Asean Economic Community
(AEC) import procedures.
The
experts then provide individual companies with market analysis and help them
plan their marketing strategies and develop packaging.
"Experts
will give advice such as how to make their packaging more appealing to
consumers in particular countries _ for instance, advising which colours would
do well in Malaysia," said Ms Jirapaphan.
The
third stage involves business field trips in Thailand and abroad. Then
development prototypes are showcased at trade fair, such as the recent Thaifex
_ World of Food Asia held at Impact Muang Thong Thani.
The
programme began last year, and prototypes were showcased this past February.
More than 100 SMEs applied.
"What
makes this project different from other government-sponsored ones is we don't
help SMEs develop their products from scratch but instead require companies to
have already developed their products to some extent. We then help them with
their marketing strategies and product matching in the real market," said
Ms Jirapaphan.
This
fiscal year, 55 SMEs will be selected, with the number increasing to 150
companies next year.
"SMEs
don't usually have very clear business strategies when it comes to exports. We
have been lucky to join the programme, as it means we're not alone in our
endeavour," said Thitiwat Sirapantukul, the business development and marketing
manager for Nithi Foods Co.
Nithi
Foods makes fried-rice seasonings and was among the 20 SMEs selected in the
first year.
Exports
to Myanmar, China, Singapore and Japan account for less than 5% of the
company's total sales.
"We
hope this initiative will help us increase our exports to be equal to or more
than domestic sales in the near future," said Mr Thitiwat.
Monthon
Sattanon, general manager of The Waffle Supply Co, said the project was a
helpful first step for SMEs preparing for the AEC in 2015.
The
company has 200 kiosk franchisees in Thailand, and talks are being held to
enter Singapore, the Philippines, Vietnam and Malaysia.
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