Taking Tsingtao Beer to Thailand

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SWOT Analysis

Strengths

• The company has a long tradition of beer making.
• The company has an international outlook in its operations owing to involvement of the Germans in its inception (Arson & Gray 2011).
• The company has a significant market share in China.
• The company has strong financial health that will make it easy to raise the capital for the expansion to Thailand (Bryman & Bell 2011).

Weaknesses

• The company has never done any production outside China. It lacks international experience.
• The company may have to pay heavy import duties if it does not manage to source all raw materials in Thailand.
• The company does not have any business relations in Thailand. This will increase the cost of establishing the company (Dalic 2007).

Opportunities

• The beer market in Thailand has several international brands such as Carlsberg this shows that the market welcomes foreign beer brands.
• Thailand is generally a tolerant society, there should be no cultural backlash against the company (Kerzner 2010).
• Production in Thailand is better that importing ready made beer in Thailand because of heavy import duties on imported beer.

Threats

• The company will be in direct competition with establishes beer manufacturers and brands in Thailand such as the Boon Rawd Brewery, makers of Singha beer.
• The company will be competing with other international brands that have established themselves in Thailand.
• The company risks making huge losses in Thailand if its market entry strategy flops because of the size of the investment it plans to make.
• The Beer market in Thailand is already very saturated, creating brand space will be challenging (Kerzner 2009).

Scope Statement

Project Justification

• Tsingtao Beer has an international appeal.
• Tsingtao Beer Co Ltd has the financial muscle to finance the expansion to Thailand.
• Thailand has the raw material needed to produce the Beer locally. Therefore the beer will not attract high import duty compared to exporting the brand to Thailand.
• The Beer will enjoy access to markets that have trade agreements with Thailand.

Scope

• The project will include the following elements:
  • The establishment of a brewery in Thailand.
  • The identification of sources of raw material and the securing of supply contracts with all the potential suppliers.
  • The development of a marketing strategy for market entry.
  • The securing of licenses, trade permits and all regulatory approvals for beer brewing and marketing in Thailand.

Deliverables

• A fully functional beer brewery in Bangkok.
• Service and maintenance contracts with suppliers.
• Product supply contracts with rice farmers.
• Marketing Strategy.
• Licenses, Permits and regulatory approvals necessary for brewing operations in Thailand.

Project Exclusions

• The Project will not include the following:
  • Marketing activities of the brand within Thailand (The project will only develop the marketing strategy, but will not implement it).
  • Land acquisition and servicing (The company will only start this project after leasing a site. This role will be managed independently of the project).
  • Construction of access roads (Thai authorities will be expected to handle this aspect as an FDI incentive).

Constraints and Assumptions

• The constraints facing this project are:
  • The project has a fixed budget.
  • The brewery must be operational before December 2013.
• The assumptions made in this project are:
  • The company will not experience lengthy delays in getting approvals from Thai authorities such as construction permits, business permits and other licenses.
  • The company will find all the raw materials it needs for beer production in Thailand.

Work Break Down Structure

• Brewery Construction:
  • This portion of the project will deal with the design, construction and commissioning of the brewery.
• Marketing Strategy development:
  • The marketing strategy will address the branding, market entry, and market sustainability.
• Business Processes Contracts:
  • This portion will address all supply side contracts, distribution contracts, licensing, and regulatory approvals.

Stakeholders

• Stakeholders Identification:
  • Tsingtao Beer Company Shareholders.
  • The Chinese Government.
  • The Thai Government.
  • The Bangkok Local Authority.
  • Beer Customers in Thailand.

Network Diagram

The network diagram below shows the critical path of the project.

Brewery Construction (Critical Path)

• (1) Start
• (2) Architectural Planning
• (3) Land Survey
• (4) Obtaining of Construction Permits and Regulatory Approvals
• (5) Retaining Contractors
• (6) Construction Phase
• (7) Handover of Construction Project to the Company
• (23) Finish

Marketing Strategy Development

• (1) Start
• (10) Marketing Research
• (11) Market Analysis
• (12) Market Segmentation
• (13) Branding Decisions
• (14) Development of Marketing Objectives
• (15) Action Plan
• (23) End

Business Process Contracts

• (1) Start
• (17) Identifications of Rice Suppliers
• (18) Identification of Product Distributors
• (19) Obtaining Trade Licenses from Government
• (20) Obtaining Permits from Alcohol Regulators
• (21) Environmental Assessment
• (22) Identification of Service Contractors
• (23) End

References

Arson, EW & Gray, CF 2011, Project Management: The Managerial Process, McGraw Hill International, New York, NY.

Bryman, A & Bell, E 2011, Business Research Methods, 3rd edn, Oxford University Press, Oxford.

Dalic, T 2007, Globalisation of Marketing Strategies in Light of Segmentation and Cultural Diversity, GRIN Verlag, Norderstedt.

Kerzner, H 2009, Project Management: A Systems Approach to Planning, Scheduling and Controlling, 10th edn, John Wiley and Sons, Hoboken, NJ.

Kerzner, H 2010, Project Management: Best Practices – Achieving Global Excellence (2nd Edition), Wiley, Hoboken, NJ.

Project Management Institute 2003, A Guide To The Project Management Body Of Knowledge, Project Management Institute, San Diego.

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