Page 96 - 35 Year CPRAM

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Another important department is the sales and marketing department. Ms. Vipa Lertritpuwadol,
Vice President of the department, has shared the image that will occur in the 8 era in this
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department. “From the epidemic situation in the Nice & Smart Era, we can see that it is not
possible to continue only domestic business. In the said crisis, there is opportunity that we
didn’t expect. There have been many business contacts from Singapore, South Korea, South
America and even Middle East as the customers are considering more on the food security.
Customers are looking for external food source outside the country from the information research
and contacted us. This has reflected on the boundaryless era ever since the previous era.
When CPRAM is about to step into the boundaryless era, I see that this is the opportunity
for the business to expand. The fact is we already produce to export anyway but not in the
high proportion like domestic market. The word boundaryless means to step out of the box.
Besides export, on the contrary we can also import products for Thai people as well. Then
we need to consider how to do marketing on which group of consumers as an addition.
Ms. Vipa also shared that Thai society has tendency to consume health foods especially
after COVID-19 crisis. The scope of work in the future 5 years, CPRAM will focus more on
the health foods to respond to the specific consumer group according to the trend of future
foods that concern about health and environment.
“For 8 era, we will focus in the ready to eat health foods for specific groups such as low sodium
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foods, foods for some category of patients including the foods for NCDs patients from certain
habits or behavior. The products will be launched in the next era as people started to care
more about health and environment. After COVID-19 crisis, the sales with oversea customers
have shown us this future trend and this can be applied to domestic market framework
as well. For example, Switzerland customer asked about plant-based foods and previously we
have developed this group of products under VG for Love brand for plant-based consumers
but our raw materials will use soy protein and other type of protein such as mushroom which
is different from other factories. Switzerland customer has suggested to use raw materials
that we didn’t know before such as young jackfruit which had the texture like meat. We also
learned more and it opened the world to us. It turned out that other than doing business, we
could learn boundaryless from customers over the world to help us develop and improve our
business and our people. Moreover, we will focus to do business on the online platform more
which we already started.” Ms. Vipa also shared that once we enter fully into boundaryless
era, the sales and marketing department has to think outside the box to unlock ourselves to
find where the customers are.
“Our people must see that this is truly boundaryless. We must change the way we think
to plan the framework to create true boundaryless and not just physical boundary but also
other boundaries such as technology aspect. Marketer must understand how to use different
technologies and communication tools effectively. This is a social media era, media is all in
customers’ hands. We can do marketing throughout the world using these communication
tools. The use of all marketing tools must be changed. As long as the world is spinning and
the consumers’ behavior is changing, marketing and sales cannot stop.”
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Another important department is the support and strategy department overseed Mr. Satit
Saengruang-Or, the Vice President. The two significant factors that can create ecosystem in
CPRAM to drive boundaryless era into a more concrete action is the infrastructure within the
organization especially information technology and communication including human resource.
“In the next era, we can work anywhere anytime and not only limited in Thailand. I think for CPRAM,
the world will have no boundary. Therefore, the internal infrastructure within the organization is
considered very important. In the past, we have continuously built the infrastructure especially
COVID-19 has expedited the IT system and other process quicker. There is modern equipment
for online conference through video and application including the know-how about the system
and management. If we open the branch oversea, we can set up the infrastructure and expand
the work there immediately.
In the human resource part other than improving the digital skill set, we will also encourage the
language skill especially English for communication in doing business and learning the culture of
that countries. The company will support the expenses in reinforcing language skill knowledge for
employees. In addition, we want to emphasize on the laws, rules and regulation where we already
have government coordinating agency in the organization. When entering the boundaryless era,
employees must study the laws and more international rules. All these knowledges are created
under E-learning module for interested personnel to study and do research. Another part is the
legal binding contract form, we have created the platform in the system which can be downloaded
as e-Document to use.”
One more important matter that CPRAM has continuously doing is the knowledge management.
The Job Family is categorized into 13 groups and each member in the group can exchange the
knowledge. After that, each person can learn across the groups. We have created the platform to
gather the knowledge in the organization, from individual persons or documents and developed
in a systematic way for everyone in the organization to be able to reach the knowledge, develop
themselves and work more effectively.
All of these were the preparation into the boundaryless era where CPRAM will continue to be
the ready to eat foods industry leader while elevating Thai food industrial capability to respond
to the food stability and sustainability in the future.