The the customers` benefit and value. Company has been

marketing plan in this report is used especially for company long-term profit. Shining
Hope company is a large global company involved in a niche consumer product. The
marketing plans are used for various important topics that are key challenges
of external and internal factor. In report, the facts discussed about the
declines products and find out the strategies to solve that issue. And then,
situational analysis such as marketing audit will also have described. SWOT
analysis will be described for competitive advantages (internal and external)
factors. The current marketing strategies and plan are reviewed for decline
product. The source and issue of the decline statement are found by identifying
the environmental analysis PEST, competitor analysis and current activities.

the other part of marketing strategies, Segmentation, Targeting and Positioning
will be used for new product lines which are introduced to new market such as
Japan and China. Marketing Mix 4Ps (Product, Price, Place and Promotion) are
discussed for product introduction in the report. Some of management processes
and tasks as planning, implementation and control are described in motoring
session. Marketing strategies and programmes are proposed to board of
Asia-Pacific prior to execute the plan which are the strategies to maintain the
decline sales and new product development for new entrance. The strategies used
in report are two parts. One for decline product line and another one for new
products for new countries.

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SHINING HOPE BIRD’S NEST CO., LTD was established in 2000 in
Thailand. Good Manufacturing Practices (GMP) approved for cleaning
bird`s nest manufacturing factory. Company do not only earn profit from the
bird`s nest business, but also the keep and realizes the customers` benefit and

Company has been accredited by GMP which for a good standard in
food production and a quality management standard for food safety by HACCP. And,
company has been registered by (CNCA) china as an approved bird`s nest
enterprise. Company operating in 15 countries around the world.

Vision   – “To become the No-1 Innovation Company in
Global Market.”

Mission – “Designing, manufacturing and offering innovative
products to Globally.”