ESTABLECIMIENTOS DE COMERCIO Y SU PROTECCIÓN LEGAL

Marketing Analysis

 General Environment Analysis (PEST)

We use PEST analysis in order to analyze the external environment that may effect to our business. We have to know this thing because it let we know how to behave. PEST analysis includes 4 things which are Politic, Economic, Socio-cultural and Technology. We also analyze the environment as well.

Political Factors

In Thailand 2010-2012 the general political situation outlook. This hub takes a look at the political and economic outlook of Thailand for 2010-2011 and beyond. The main source of this outlook is the Economist Intelligence Unit (EIU). According to the Economist Intelligence Unit report filed September 2010, the following are the highlights of Thailand's political and economic outlook for 2010-2011:

• Even though Thailand currently enjoys a relative calm following the violent end to antigovernment protests in mid-May, Thailand’s political crisis does not appear to be nearing an end.

• Recently, Thailand’s current Prime Minister managed to strengthen his hand, but he does not appear willing to risk calling an early election.

• The government will continue to run a budget deficit for the next two years; the shortfall will average 2.8% of GDP. The Bank of Thailand (BOT, the central bank) will tighten monetary policy.

• Owing to the strong performance of the economy in the first two quarters of 2010, the Economist Intelligence Unit has revised up its GDP growth forecast for the year as a whole from 4.1% to 7%. Growth will moderate to 4% in 2011.

• Consumer prices will rise in 2010 after a year of deflation in 2009. However, inflation will not accelerate rapidly, partly because of the strength of the baht, which has appreciated sharply against the US dollar in recent months.

• Thailand exporters are enjoying a rapid increase in revenue as a result of the recovery of the global economy, and the current account will remain in surplus in 2010-11.

According to the general political situation outlook in Thailand, our business in Chiang Rai is not affected so much by the political crisis at this time. So, orchid supermarket is run the business in Chiang Rai with any problems directly. In the other hand, the orchid super market is promoted in public by giving a promotion to attractive the wholesaler or improves strategy for example our customer that buy our orchid they will receive member

card is free and member card can collection points for sale orchid or free transportation orchid it will help the studio run the business smoothly. The promotion and the service will help to promote and these will create new brand loyalty to wholesalers.

Economic Factors

We prove that we can produce more orchid than European zone, because we have enough the nature resources or green zone. So, it’s another way to make a lot of profit in Thailand or get the higher economic with Thailand. Chiang Rai province the rate of inflation in the year 2555 are expected to be 5.9 percentage per year (with a forecast of 3.5 to 8.2 per year) increased from the previous year 5.6 percent from the pressure of interest rates tend to be rise and the impact of natural disasters effective to the price of agricultural products is higher and output of economic plant are still flat compared with the previous year. Services increased slightly, resulting in the recovery of natural disasters is estimated that the economy will improve and result in the future is increasing in export orchid that advantage for our business.

Although, orchids are the flowers that important in foreign because revenue from exports is more than 2,000 million baht per year, a key factor that helps in strengthening the orchid Thailand industry. After recovery of natural disasters exportation will increasing that benefit for our business. We welcome you all wholesaler customers. Free Coffee and water are also available at all time.

Social and environment factors

Wholesaler in Chiang Rai and foreign country the orchid are very popular. So, you can see each flower store has sell orchid, such as a department store and so on. Some industry or restaurants are admired to use flower to decorate as beautiful place. There are also decorating for our business. However, Chiang Rai has a lot of traveler because Chiang Rai has many interesting places to attract tourists, beautiful resource, nice weather which is suitable for growing orchids. The most important with the business is about ASEAN that it can make a lot of profit for our business because easy and save cost of transportation to ASEAN member so; Orchid might not first thing that they want, especially in case of depressed economy but orchid not expensive. However, it depends on their opinion. There is possibility that orchid is the priority concern for consumer like fulfilling the last jigsaw. Someone very love orchid and orchid is very important for them because plant orchid get more benefit such as Helps to relax the stress, have a good mind, everybody can plant orchid, can buy for gift to yourself or someone, can use small place around home, and not much investment. These are the opportunity for jobs in each local or the Northern of Thailand. Moreover, there are potential markets for our orchid supermarket.

Technology factors

Nowadays, Thailand is the country that being development the technological and industrial which it’s completely apply with its business. Thailand has its own expertise and professional technology department which increase the value adding on every stage of Thai’s production. Thailand is also created, export and import technologies around the world. According to Ministry of Science and Technology of Thailand said the electrical, electronics, software and digital content industries (Ministry of Science and Technology, 2010). Thailand technology equipment is going developing and communicated faster because of the international competitive. However now the technology is distributed to Chiang Rai So, this is will be the advantage for the orchid supermarket and our use all the technology equipment to support our business such as biotechnology , flowcytometer (can temple the chromosome of orchids), automatic weather station (AWS), internet (for e-commerce) and other. So, there are enough for supported technology equipment for doing business and it will be deserved the customers satisfaction. Finally, all the technology equipment supported is going to create the competitive advantage for our business, when the orchid supermarket can apply the technology equipment to reach the customer needs. Orchid supermarket is not focused on supporting technology only, but also focused on to be a service leading in Chiang Rai. Sometimes, best service provider is not enough, but the orchid supermarket also needs good equipment to support out business.

Competition analysis

From the information of Department of Export Promotion, Ministry of Commerce, Royal Thai Government report that in the Thailand has many export orchid. The company did survey about possible competitors, we found that Thai orchid Co., Ltd, Air Orchid Supermarket, Pachara orchid intertrade Co., Ltd, Siam Flower 1985 Co., Ltd, and N & K Orchid Farm are the main competitors of business. The company analyzed the main competitor in Thailand for gathering their information and competitive edge. Those competitors will influence to price trending and market situations. The company would like

to hold the higher advantage competitive and also use their information to create the differentiation strategies.