A case study on marketing and business strategy for Sunsweet public company limited towards ready-to-eat products

Abstract

Sunsweet Public Company Limited has been in sweet corn and agricultural products export industry since 1997. Sweet corn export value of Sunsweet is contributed to 6,760.49 million baht or 23.66% of sweet corn export value of Thailand to overseas. This paper mainly focuses on marketing analysis of Sunsweet. It observes the decision in which Sunsweet has made to launch ready-to-eat products in Thailand. SWOT analysis is used to analyze the company’s strengths, weaknesses, opportunities, and threats. The results of this analysis, subsequently, explain how the company has come to this business decision. The research then proceeds to define Sunsweet’s current marketing mix – product, price, promotion, place, physical evidence, people, and process. The study found that Sunsweet has a strong base in resources and its weaknesses lie mostly in their branding. Aspects that Sunsweet can further explore or consider as opportunities include healthy lifestyle trend, higher profit margin of ready-to-eat products, and having their products sold in more channels. The results from findings also suggest there are several ways that the company can improve their marketing strategies. TOWS matrix – SO strategy and WO strategy is introduced to offer recommendations.