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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 Another important department is the support and strategy department overseed Mr. Satit
we need to consider how to do marketing on which group of consumers as an addition. Saengruang-Or, the Vice President. The two significant factors that can create ecosystem in

Ms. Vipa also shared that Thai society has tendency to consume health foods especially CPRAM to drive boundaryless era into a more concrete action is the infrastructure within the
after COVID-19 crisis. The scope of work in the future 5 years, CPRAM will focus more on organization especially information technology and communication including human resource.
the health foods to respond to the specific consumer group according to the trend of future “In the next era, we can work anywhere anytime and not only limited in Thailand. I think for CPRAM,
foods that concern about health and environment. the world will have no boundary. Therefore, the internal infrastructure within the organization is

“For 8 era, we will focus in the ready to eat health foods for specific groups such as low sodium considered very important. In the past, we have continuously built the infrastructure especially
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foods, foods for some category of patients including the foods for NCDs patients from certain COVID-19 has expedited the IT system and other process quicker. There is modern equipment
habits or behavior. The products will be launched in the next era as people started to care for online conference through video and application including the know-how about the system
more about health and environment. After COVID-19 crisis, the sales with oversea customers and management. If we open the branch oversea, we can set up the infrastructure and expand
have shown us this future trend and this can be applied to domestic market framework the work there immediately.
as well. For example, Switzerland customer asked about plant-based foods and previously we In the human resource part other than improving the digital skill set, we will also encourage the
have developed this group of products under VG for Love brand for plant-based consumers language skill especially English for communication in doing business and learning the culture of
but our raw materials will use soy protein and other type of protein such as mushroom which that countries. The company will support the expenses in reinforcing language skill knowledge for
is different from other factories. Switzerland customer has suggested to use raw materials employees. In addition, we want to emphasize on the laws, rules and regulation where we already
that we didn’t know before such as young jackfruit which had the texture like meat. We also have government coordinating agency in the organization. When entering the boundaryless era,
learned more and it opened the world to us. It turned out that other than doing business, we employees must study the laws and more international rules. All these knowledges are created
could learn boundaryless from customers over the world to help us develop and improve our under E-learning module for interested personnel to study and do research. Another part is the
business and our people. Moreover, we will focus to do business on the online platform more legal binding contract form, we have created the platform in the system which can be downloaded
which we already started.” Ms. Vipa also shared that once we enter fully into boundaryless as e-Document to use.”
era, the sales and marketing department has to think outside the box to unlock ourselves to
find where the customers are. 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
“Our people must see that this is truly boundaryless. We must change the way we think knowledge. After that, each person can learn across the groups. We have created the platform to
to plan the framework to create true boundaryless and not just physical boundary but also gather the knowledge in the organization, from individual persons or documents and developed
other boundaries such as technology aspect. Marketer must understand how to use different in a systematic way for everyone in the organization to be able to reach the knowledge, develop
technologies and communication tools effectively. This is a social media era, media is all in themselves and work more effectively.
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 All of these were the preparation into the boundaryless era where CPRAM will continue to be
the consumers’ behavior is changing, marketing and sales cannot stop.” the ready to eat foods industry leader while elevating Thai food industrial capability to respond
to the food stability and sustainability in the future.