project I't me ^^: กันยายน 2013

Cause&Effect

OISHI VS ICHITAN

STRENGTHS OF OISHI

Power network

The network delivery and shops selling a range of drinks under the same company of Thai beverage to distribute products quickly and evenly and have the power to bargain with the shop, it is beneficial to drive sales Oishi more.

Diversity

Advantage of Oishi is to be number one in the market resulting Oishi has featured a variety of products flavors, size packages and prices to suit each client group.

Power of capital funding.

Business network of Thailand Beverage covering the whole drinks, realty and endowment has more capital.

STRENGTHS OF ICHITAN

More employees

The new company is small. So I have to buy a team by creating business colleagues with both employees and partners.

People are friends

While Thai beverage general business system, But ichitan make a difference in terms of the disclosure assertive both successful and failed to public perception. The public as a friend This group also received the news. One side is ready to support ICHITAN.

Brand power of Ton

Anyone remember Oishi both name and taste was recognized as the Mr.Tons Passakornnatee because he is the creator of Oishi the consumer engagement with the brand. It is likely that consumers will switch from drinking Oishi. Drink ICHITAN when thinking about green tea.

Powerful followers in social media

Tons Passakornnatee learn to use the power of social media like facebook and link him and the target audience is the younger generation that ICHITAN is more interesting.

Chronological

HISTORY AND SIGNIFICANT DEVELOPMENT

On September 9, 1999, Mr. Tan Passakornnatee started the first ever Japanesebuffet restaurant in Thailand under the brand “Oishi” at Sukhumvit 55 (Soi Thonglor) with the aim to bring the new and difference both in terms of servicing style and pricing into the market. From that date, the name Oishi skied rocket and have become a very popular brand for Thai customer. In 2000, Oishi Restaurant Company started its operation with 10 million baht investment (The company has changed the name, thereafter, to be Oishi Group Plc. Ltd.). As being very well receptive, the business has expanded dramatically within Bangkok area. With the vision about the business potential, the company has enlarged its base by increasing number of outlet and brands of food and bakery to fulfill different market needs. The chronological history is as the following

THE GROUP’S BUSINESS DEVELOPMENT

1999

-Started Japanese restaurant operation under the brand “Oishi”, the first branch is at Sukhumvit 55 (Soi Thonglor)

2001

-Started Japanese noodle restaurant operation. With mouth watering Japanese noodle in modern style, the business is run under the brand “OishiRamen”

-“IN&OUT The Bakery Café”, the healthy bakery brand entered the market.

2002

-Started Japanese food on the food line, under the brand“Shabushi”

-The Japanese Deli, namely “Oishi Sushi Bar” firstly opened.

-“Log Home”, the dining complex, started to service.

2003

- Operated new central kitchen at Nawanakorn factory, food and beverage production to support the selling of company shops

- “Oishi Green Tea” was launched into the market.

- “OK Suki and BBQ” was opened to service

- Franchise business for Oishi Ramen and IN&OUT was started

2004

- Oishi Group has become a public company since March 3, 2004

- Started trading in SET under the name “OISHI” on August 25, 2004

- Oishi Buffet Franchise began operated

- “Oishi Grand” has opened to service at Siam Discovery with modern Japanese buffet style and luxurious image. There is variety of rare and premium food.

2005

- Produced and distributed fruit juice mixed Amino under the name “Amino OK”

2006

- Amata Nakorn plant started its operation in June, 2006

- New orange drink under the brand, “Seiki Super Orange”was introduced to the market in November, 2006.

2007

- Chaitalay” restaurant was launched

- Seiki Pomegranate was launched

- Oishi Black Tea was launched

2008

- March 2008, Oishi launched a new RTD product namely,“Coffio”.

- Maido Ookini Shokudo, a Japanses franchise restaurant was launched.

Indirect-inductive

In year 2555 Oishi Group's revenue increased 22% to 11,634 million line of beverage business grew 18% and line business grew 29%, net income decreased by 654 million since the company was affected impact of the floods on the year 2554, causing a loss of sales opportunities.

Oishi year 2556 sales growth forecast to increase by 32%, the company will focus on creating growth through a variety of marketing activities to expand market coverage in both domestic and international.

Line of business for a drink aims to grow by 33% as the market leader. It is geared to the international market. The company continues to grow with product development strategy that covers all targets and all opportunities to drink continued to drive the market.

The line of business Oishi is expected to generate sales have increased 30% by using a more comprehensive strategy to expand the market. Oishi plans to open an additional 50 new restaurants, stores, focusing on brand "Shabushi" "Niku Yah" and "Kakashi" which is a restaurant type food.

Direct-deductive

Marketing strategy

1. Targeted age group 15-40 years old, both men and women.

2. Market positioning is the Green Tea Organic Green Tea 100% to meet the current health across the world organic and trends that are gaining popularity.

3. Use package 420 ml. in the middle between the two packaging sizes that are used most of the market is 500 ml, which is a disadvantage for women and children too much and too little volume of 350 ml. for men.

4. Sale price 16.00 baht. Oishi believes that the price is worth compared to 350 ml and price lower than sizes 500 ml. of market retail price 18.00 to 20.00 baht.

5. Choose a package designed to look stylish compared to the other competitors in the market.

6. Started selling Seven Eleven or restaurants and shopping malls.

Clarity

OISHI GROUP STRUCTURE

OVERALL BUSINESS OPERATION

1. Business operations consist of two categories

Oishi Grand (1 Store)

A distinctive and luxurious buffet atmosphere

Oishi Buffet (17 Stores)

Japanese food buffet style with a limited time of 1 hour and 45 minutes

Shabushi (64 stores)

Shabu buffet style with the ingredients served along a conveyor (kaiten) together with assorted sushi. Price per head is Baht 319 with a limited time of 1 hour and 15 minutes.