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The Potential Of Exporting Liquid Soap From The Uk Into Thailand's Market

3551 words - 14 pages

IntroductionIn this report we decided to explore the possibility of introducing Simple liquid soap from United Kingdom (fifth largest exporter) to Thailand. Although, the general soap market in Thailand is declining but the liquid soap market is growing continuously. For example, the leader of soap market; P&G had a 15 percent decline in its bar soap due to the consumers switching to liquid soap. It is a new style of soap and Thai people seem to appreciate it. Also the weather in Thailand is hot so Thai people pay careful attention in selecting skincare products especially liquid soap. In addition, Thai people always feel excited in new kind of product and they always try to use it. Therefore, the liquid soap market seems to have a good fortune in Thailand due to the good number of Thai population, GDP growth, inflation rate and growth rate of soap in Thai market.The scopes of this report are potential of liquid soap in Thai's market, Product strengths and weakness, positioning issues, timing, and entry method and mix tactics.Company BackgroundAccantia Health and Beauty Ltd. is a dynamic, "can do" company, which produces skincare and healthcare products. All head offices functions are based at Alum Rock, Birmingham. Accantia has subsidiaries in South Africa, Australia and New Zealand. The company formed as a result of a leveraged buys out of the consumer business from Smith and Nephew Plc. There are many skin care and skin care product under the Accantia Company, which is Lil-lets, Simple, Simple Skin Define, Cidal, Wrights and retail brands. The highly successful brand of the Accantia Company is Simple, Cidal and Wrights.Our report will emphasize on Simple liquid soap, which is a good quality product at a reasonable price. There are many product lines under Simple brand, which are skin care, oil control, sun care, toiletries, and soap skin defense.Country of choiceThe country which the company can expand the market would be Thailand. This part of report will be based on the factors below:·Economic factors·Demographic factors1. Economic factors.1.1 Gross Domestic Product (GDP)Source: the diagram illustrate above, Thailand GDP continued to increase in 2001-2003 from around $115 to $135, which demonstrates economic recovery in Thailand. Moreover, the goal of Prime Minister Taksin is developing the consumer finance to stimulate spending of the citizens by easy access to cheap credit and mortgage. Private consumption expanded 5.0 percent each year in the third quarter of 2002. In 2002, Thailand is one of the fastest growing economies in Asia, apart from Vietnam and China. The household debt stands at only 17 percent of GDP and 27 percent of disposal income, compare to household debt in South Korea of 69 percent of GDP and 105 percent of disposal income.Having a growing economy would be important for new products to be successful in Thailand. It means there will be a higher...

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