This document analyzes the market for President Foods Public Company Limited's products. It finds that the total market potential is 221.77 billion baht based on the population. The current market size is 12 billion baht, resulting in a market penetration rate of 55.3%. The company's market share is 53%, giving it a demand of 6.36 billion baht. A sales forecast is provided along with analysis of products, pricing, distribution channels, salesforce needs, and promotion strategies. A projected income statement for 2022 is also included.

1. TTHHAAII PPRREESSIIDDEENNTT FFOOOODDSS
PPUUBBLLIICC CCOOMMPPAANNYY LLIIMMIITTEEDD
BY BIG MAMA
MKT 4829 MARKETING DECISION MAKING
SECTION 403

2. MMAARRKKEETT AANNAALLYYSSIISS

3. MMaarrkkeett PPootteennttiiaall
N= 51,841,675 people
Q= 42 packs/person/year
P= 10 baht
Market potential = n x q x p
= 51,841,675 x 42 x 10 = 2211,,777733,,550033,,550000 bbaahhtt

4. Market size = 12 billion baht
Market penetration = (Market Demand/Market Potential) x100
= 12/21.7 (billion baht) = 0.553 or 55.30%
Market share = 53%
Company demand = Market demand x Market share = 6.36 billion baht

5. MMaarrkkeett PPeenneettrraattiioonn PPeerrcceennttaaggee
25000
20000
15000
10000
5000
0
Market potential
Market demand
Company demand
Market penetration = Market Demand/Market Potential = 12/21.7 = 55.30%
Brand penetration = Company Demand/Market Potential = 6.3/21.7 = 29.03%
Penetration share = Brand Penetration/Market Penetration = 29.03/55.3 =
52.50%

6. MMaarrkkeett CChhaarrtt

7. SSAALLEESS AANNAALLYYSSIISS

8. TTrreenndd PPrroojjeeccttiioonn
Total =5812.25662 MB

9. TThhee bbeesstt mmeetthhoodd sseelleecctteedd

10. MMoonntthhllyy SSaalleess FFoorreeccaasstt

11. BBDDII AANNDD CCDDII

12. Problem Area
Opportunity Area

13. PPRROODDUUCCTT AANNAALLYYSSIISS

14. PPrroodduuccttss

15. PPoossiittiioonniinngg MMaapp

16. PPRRIICCEE SSTTRRAATTEEGGIIEESS

17. CCoosstt aanndd PPrriiccee SSttrruuccttuurree

18. SSKKUU

19. PPrriiccee PPrreemmiiuumm

20. CCHHAANNNNEELL SSTTRRAATTEEGGIIEESS

21. HHyybbrriidd CChhaannnneell

22. SSAALLEESS FFOORRCCEE
AANNAALLYYSSIISS

24. KKeeyy AAccccoouunntt MMaannaaggeerr
TToottaall == 1177 PPeeooppllee
7 1 6 3

25. Number of Sales force needed:
Bangkok 107
Central 213
North 213
Northeast 64
South 89
Total 682 people
SSaalleess FFoorrccee

26. Commission 1% on sales up to 1,000,000 Baht
1.5% commission on sales beyond that point
Salary of Key account: 22,000 Baht
Salary of Sales person: 15,000 Baht
Total Salary = (15,000 x 682) + (22,000 x 17)
= 10,230,000 + 374,000
= 10,604,000 Baht
Total commissions = 15,176 x 682
= 10,350, 032 Baht
CCoommmmiissssiioonn
So Total Salary and commission = 20,954,032 Baht

27. PPRRMMOOTTIIOONN SSTTRRAATTEEGGIIEESS

28. DDeettaaiill ooff RReeaacchh
R = 80%
Frequency = 5
GRPs = 80 x 5 = 400

29. AAddvveerrttiissiinngg GGrriidd
3,600 x 5,000 baht per GRP
*in thousand baht

30. PPrroommoottiioonn GGrriidd

31. PPRROOFFIITT AANNDD LLOOSSSS AANNAALLYYSSIISS

32. PPrroojjeecctt SSaalleess aanndd
IInnccoommee SSttaatteemmeenntt 22001122

33. PPrrooffiitt aanndd LLoossss aannaallyyssiiss

34. ……QQ&&AA……