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Submitted By hengzai96
Words 968
Pages 4
1.0 Company Background

Aitthipat Kulapongvanich and tob/top was his nickname.He is one of the youngest billionaire in world and he is CEO of TaoKaeNoi Food & Marketing Co.,LTD.When he was 16years old,he earned about 400000 baht by selling the equipment in online game and he use the money to buy a car and buy some CD player to sell but he those CD player had spoiled before he sell it. One day,he went to a business fair and he leased a chestnut cooking machine to start his business of selling chestnut in a shopping mall.Unfortunately,he was get kicked out the shopping machine because the smoke from the machine is not allowed.Then,he try to sell fried seaweed so he sell the chestnut machine in order to get the money to buy the seaweed but he failed to come out a delicious fried seaweed.Fortunately,he success to come out a delicious fried seaweed by using the last packet of seaweed which is a the corner.In order to clear the 40 million debt which his parent owed,he request to sell his product in 7-Eleven and 7-Eleven acept his request.After 2 years selling his in 7-Eleven, tob/top paid off the debt.Now he has about 2500 employees,selling his in about 6000 7-Eleven outlets and own a seaweed farm at Korea and export his product to 27 countries.During 2010 TaoKaeNoi sale revenue achieve 1500million Baht and TaoKaeNoi hold 70% share of seaweed market in Thailand.

2.0 Company’s achievement
The most famous fried seaweed snack brand in Thailand.TaoKaeNoi has about 2500 employees,selling fried seaweed in about 6000 7-Eleven outlets,export to 27 countries and own seaweed farm at Korea.During year 2010 TaoKaeNoi sale revenue reached 1500million baht and TaoKaeNoi hold 70% of seaweed market share in Thailand.

3.0 Analysis of external environment
3.1 Domestic Business Environment
At present, “Tao Kae Noi” brand’s product has been represented about 70% market

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