Adding Value to Frozen Food from Thailand

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Recommended: global branding strategies

Theoretical aspect

Why value added is important for any company. Similarly, value added is also important for frozen food industry. This paperwork would be investigating about how to add value in marketing area of frozen food. The reasons are, to understand the market environment of frozen food market, the strategy which the company used to entry to the new markets in UK, cost effectiveness which how to keep the level of costs in investment and help the company not behind its competitors in this field, how to retain the company’s customers and how to make the brand awareness to its’ customers. These things are important depending on the business to expand into the international market.

Frozen food means the food which had preserved by freezing process. Freezing process is how to keep the food safe which used generally by allowing the water in food turn into ice. That can be effective in suppressing the growth of bacteria and makes various chemical reaction slow down (Wikipedia: http://en.wikipedia.org/wiki/Frozen_food).

Food industry is a low cost industrial which using the high raw material in domestic area and can bring an abundance of resources in country to develop for advantage in country’s industrial. This makes it easy to develop for investment. In addition, the food industry also causing the bridge to other production activities which are industrial support such as production of canned and plastic products which will lead to employment and increase the national income.

In addition, this paper of work would be investigating on the number of competitors in frozen food market. Although there are 201 frozen food companies in Thailand (http://www.thai-frozen.or.th/member.asp?alphabet=1#) but, it has 1 company which ha...

... middle of paper ...

... Management, Emerald Group Publishing Limited, Vol. 18, No. 1, pp. 4-16.

• Gehlhar, M.J., Regmi, A., Stefanou, S.E. and Zoumas, B.L. (2009), “Brand leadership and product innovation as firm strategies in global food markets”, Journal of Product & Brand Management, Emerald Group Publishing Limited, Vol. 18, No. 2, pp. 115-126.

• Goldsmith, R.E., Frieden, J. And Henderson, K.V. (1997), “The impact of social values on food-related attitudes”, British Food Journal, Vol. 99, No. 9, pp. 352-357.

• Palmer, A. and Hartley (2009), The Business Environment, 6th Edition, McGraw-Hill I Education (UK) Limited.

• http://www.caterer-directory.com/gb-product-510.html [Accessed: 14 Nov. 2009]

• http://www.cpfoods.co.uk/ [Accessed: 14 Nov. 2009]

• http://www.cpthailand.com/ [Accessed: 14 Nov. 2009]

• http://www.thai-frozen.or.th/member.asp?alphabet=1# [Accessed: 14 Nov. 2009]

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