1. Thai Brand Development Centre Cape Town – South Africa

2. The Group - Cape Thai Holdings

3. Group Nature of Business: Formation: 1993 Directors :
Simply Asia Franchise Holdings (Pty) Ltd
Cape Thai Restaurant Holdings (Pty) Ltd
Simply Asia Kitchens (Pty) Ltd
Simply Asia Kitchens – Johannesburg (Pty) Ltd
Simply Asia Marketing (Pty) Ltd
Nature of Business:
Franchisor - Restaurants
Wholesaler
Agent
Formation: 1993
Directors :
C Lekcharoensuk (Thai)
T Schirduan (German)
P Chetty (South African)
S Jirachareonkul (Thai)

4. Planning & Forecasting
Divisions
Franchising
Wangthai
Chai Yo
Simply Asia
Development
Planning
New Business
Project Management
Manufacturing
Quality Assurance
Spices and Sauces
Production
Logistics
Procurement
Warehousing
Distribution
Corporate
Planning & Forecasting IT HR
Finance
Legal
Immigration

5. Competitive Advantage Authenticity
Brands
Wangthai – 4
Chaiyo – 2
Simply Asia – 25
Competitive Advantage
Authenticity

6. Group Performance Store growth – 14 planned Store performance - 26%
Turnover growth – 33%

7. Store & DC Network 3 DC + 5 DC + 23
Copyright 2009: Fernridge Consulting
Store & DC Network 3
DC + 5
DC + 23

8. Medium Term Strategy National Growth Business Diversification Organic
Existing stores
New Stores
Acquisitive
Business Diversification
Vertical integration
Backward - Manufacture
Forward - Retail and Wholesale

9. Proposed Store Network
Copyright 2009: Fernridge Consulting
Proposed Store Network
3 + 3
Total = 49
5 + 7
0 + 5
23 + 3

10. Current Thai Imported Product Range
Food & Related
Frozen
Ambient
Dry Goods
Herbs and Spices
Kitchen Equipment & Machinery
Liquor
Exclusive distributor of Singha beer

11. South Africa

12. Economic powerhouse of the African continent, with a Gross Domestic Product (GDP) of R1,9 trillion (US$283bn) - four times that of its Southern African neighbours, and comprising 30% of the entire GDP of Africa.
Highly developed first-world economic infrastructure and a huge emergent market economy has given rise to a strong entrepreneurial and dynamic investment environment.
Amongst the highest ranking developing economies and surpasses countries such as Hungary, Italy, Brazil.

13. Transport and Logistics Infrastructure
Boasts one of the most modern and extensive transport infrastructures in Africa.
Infrastructure plays a crucial role in the country's economy and is depended on by many neighbouring states.
Recent large-scale upgrading of the country's infrastructure, as well as investment in new infrastructure.
Costs of doing Business
Compares favourably to other emerging world markets.
Lowest electricity prices in the world and despite looming challenges in this sector
Labour costs are significantly lower than those of other key emerging markets.
Favourable corporate tax rate compared to other emerging markets.
Macro-economic stability
Level of macro-economic stability not seen in many years. Solid foundation for increased investment and growth
Financial Infrastructure
One of the world's favourite emerging markets, offering investors sophisticated financial infrastructures and exceptional investment opportunities.

14. Key Financial Indicators - SA
Prime
9.00%
Repo
5.50%
CPI
Feb %
PPI
Jan %
GDP
Dec 11 -3,20%
Outlook
Foreign investment – encouraged
Foreign Trade – Exchange control relaxation

15. Outlook 2012 Global recession compounds challenges Economic slowdown
Weaker commodity prices
Weaker external demand
Global trade – shrink by 2%

16. SA Imports/Exports from Thailand – All Products
Ranked – 13/204
Proportion: 2.3%
R000’s
SOURCE : DTI

17. PREPARED FOODSTUFFS; BEVERAGES, SPIRITS, &VINEGAR; TOBACCO & MANUFACTURED TOBACCO SUBSTITUTES
Country
IMPORT (R 000)
 R a n k
Proportion 2012
Annual Growth
2011
2010
2009
2008
2012
%Total
Cum.
 ARGENTINA
3,073,564
2,720,500
2,809,046
2,979,440 1
13.60%
-19.30%
 UNITED KINGDOM
2,216,404
1,907,539
1,641,614
1,849,259 2
10.00%
23.60%
-17.30%
 CHINA
980,223
840,148
796,559
614,971 3 4
9.20%
32.80%
70.90%
 THAILAND
831,786
851,300
1,138,527
907,807 6
6.60%
39.50%
45.80%
 BRAZIL
1,222,244
825,157
1,452,327
1,060,366 5
46.00%
-1.60%
 UNITED STATES
940,025
797,853
730,010
794,550
5.30%
51.40%
3.20%
 ITALY
622,313
471,119
477,976
487,107 7 10
4.80%
56.20%
41.50%

18. SA Imports from Thailand – Food & Related
SOURCE : DTI

19. Exchange Rate

20. African Economy (USD)

21. Can we ignore a USD 4 trillion economy?

22. Thai Brand Development Centre

23. Executive Management :
Shareholding
Cape Thai Holdings
BYK Intertrade Co.,Ltd. (Thailand)
Formation: 2011
Executive Management :
C Lekcharoensuk (Thai)
T Schirduan (German)
P Chetty (South African)
S Jirachareonkul (Thai)

24. Objectives :
To leverage the existing internal and external relationships and infrastructure to improve Thai/SA trade
Provide access to the SA market for large , medium and small Thai companies
Establish a gateway to Africa for Thai suppliers

25. Partner Relationships
TBDC
Thai Govt Depts
Thai Suppliers

26. Proposed
Three Tiers
Large
Medium
Small

27. Research & Consultancy
MODUS OPERANDI
Research & Consultancy
Promotion and Market Access
Marketing
Supply Chain Management
Administration
Local Support
Brand Protection

28. Research – Proactive Research –SA/World Import Analysis
Category analysis
Product analysis
Demand indicators
Research – Asian/World Export Analysis
Regional
Thai
Thai/SA export evaluation
Category & Product Prioritisation
Category
Price
Product
Taxation & Regulatory Framework
Customs & Excise
Ad-valorem
Labelling
Manufac Stds
Partner Identification & Evaluation
Reputation
Quality
Global Footprint
Pricing
Supply consistency
Negotiation & MOU

29. Consultancy – Reactive
Negotiation & MOU
Research –SA/World Import Analysis
Category analysis
Product analysis
Demand indicators
Customer Identification & Evaluation
Market Size
Pricing indicators
Competition

30. MODUS OPERANDI Research & Consultancy Promotion and Market Access
- Existing network
- Sales Team
Marketing
TTDC
Supplier & Product Specific
Supply Chain Management
-Clearing & Forwarding
- Warehousing
- Distribution
Administration – from inventory control to collections
Local Support
Brand Protection

31. New Showroom, Offices & Warehouse - Aerial View
5 km from port
5 km from city centre
Close proximity to railways

32. New Showroom, Offices & Warehouse - Aerial View
Developing node
Off Main Traffic route
Vehicular
Pedestrian
Part of the broader City Improvement District

33. Model Marketing Fees Admin and support services to be provided by TTDC
Margin from product sales
Marketing –Thai Govt Depts TTDC and Suppliers

34. Proposal – New Showroom, Offices & Warehouse
Relocate from existing premises
Revamp, Renovate & Refurbish
Re-launch
TTDC
Showroom
Warehouse

35. Proposal – New Showroom, Offices & Warehouse - Aerial View
Adequate customer parking
Sufficient loading space
Warehouse facility and design is appropriate for intended TTDC activities

36. New Showroom, Offices & Warehouse

37. New Showroom, Offices & Warehouse
Good quality facility
Ideal branding and advertising opportunities
High visibility
Ancillary business opportunities

38. TTDC – Proposed Structure
MANAGING DIRECTOR - Chai Lekcharoensuk
FINANCE & ADMIN
T Schirduan
Finance HR
Admin IT
Legal
Planning & Forecasting
DEVELOPEMNT
Purshoth Chetty
Special Projects
New Business Development
Planning
Project Management
GENERAL MANAGER
Enzo Cocca
Operations
Marketing
Brand
LOGISTICS
Somchart Jirachareonkul
Procurement - Local & international
Warehousing
Distribution

39. TTDC – Staffing Structure
Somchart Jirachareonkul
Warehouse Supervisor x1
Despatch & Receiving x 1
Packers x1
Marketing & Sales x2
Admin & IT x2
Assistant

40. TTDC – Marketing Plan
Refer attached presentation

41. Guidelines – Contribution in ZAR
DEP
Suppliers
TTDC
Pre inception and establishment costs x
Set up and Development Costs
Rental per month - total aggregate contribution for all suppliers
Marketing X
Demo and display products
Stock
Showroom rental (based on sqm)
Supply Chain costs
Utilities
Opening Ceremony

42. Contact Details
Web:
Physical:
Unit 27bThe Waverly Business Park
Koetzee Rd, Observatory, 7700, Cape Town, south Africa
Ph:
Fax