Thailand: New CEO of Boon Rawd Trading International makes ambitious plan for Singha beer

The new chief executive officer of Boon Rawd Trading International Co has set an ambitious plan to raise the profile of the Singha beer brand internationally, with the aim of tripling exports to 25% of total sales over the next five years, Bangkok Post reported on March 29. Tom Kruesopon is the first outsider to run the 73-year-old operation, which until last month had been controlled by the founding Bhirombhakdi family.

He also was offered some shares in the company, but he declined to reveal the amount.''I am very proud to have a chance to work with Boon Rawd, which is well known for its long history. If I fail to achieve the sales target, I will consider resigning from the post. This is a self-imposed mission and Boon Rawd has never forced me to set any target,'' he said.

Last year, the brewer of the Singha, Leo and Asahi brands earned 30 billion baht in total sales. Over the next five years, the sales figure is expected to reach 50 billion baht.To achieve the target, Mr Tom said he would strengthen Boon Rawd's operation, which has suffered from the stagnation in the 80-billion-baht market at home, where competition has intensified with introduction of new beer brands from Chang and San Miguel.

But Mr Tom said Singha beer had a huge business opportunity abroad, especially in the United States where it is perceived as a premium brand. Worldwide, the key markets for Singha beer are neighbouring countries, Europe, North America, China and India.

Of the total, neighboring countries _ Singapore, Vietnam and Cambodia _ contributed 40% to export sales, and the US between 15% and 20%.India and China, the world's most populous nations, have potential to be the biggest export sales earners in the future.

In the second half of this year, Mr Tom will spend most of his time abroad clinching deals with strong distributors in several countries, starting with the US in May, the the United Kingdom later and Russia in September.Globally, 30% to 40% of export revenues are earmarked for marketing campaigns to position Singha as the Thai premium beer brand.

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