The Italian Food Sector Future Growth in Thais Market

Abstract

The purpose of this article is to explore recent existing trends of opportunities in launching a new product in Thai#x2019;s market such as Italian Pasta. In addition, Bella Pasta Italiana is a fictitious company that introduces a SWOT analysis in the literature review that discusses, in depth, the main strategies of Bella Pasta Italiana doing business in Thailand. Moreover, Bella Pasta Italiana will adopt a marketing mix business strategy proposed by Griffin and Pustay (2015). Furthermore, from 2013 to 2020, the government of Thailand is willing to invest $67 billion in the country#x2019;s logistical infrastructure system (U.S. Commercial Service, 2014). For example, as The World Bank (2014) index indicates, it is very easy to do business in Thailand and the country index ranked Thailand as number 26 as compared to other populated countries in the Asian region. Therefore, from 2014 to 2018 the business environment in Thailand will improve its marginal and sustainability position (The Economist Intelligence Unit, 2014).