Charoen Pokphand Foods SWOT Analysis, USP & Competitors

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SWOT Analysis of Charoen Pokphand Foods with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Charoen Pokphand Foods

Parent Company

Charoen Pokphand Group


Food Processing


Food and Beverages

Tagline/ Slogan

Kitchen to the World


Producing products that ensure customer satisfaction and are in sync with changing consumer behavior



CPF has been classified by the type of product business into three core businesses: 1) Feed 2) Service Animals (Farm) and animal breeding. 3) Food, including the production of semi-cooked and cooked meat & ready to eat food products.

Target Group

Housewives, new generation people, restaurants & retail stores


Maintaining the quality of the product and service consistently good

SWOT Analysis


1. Pioneer and leader in the production of various forms of livestock feed such as concentrate, powder and pellet
2. Production processes are computer controlled to ensure consistency in quality and specified standard
3. Leader in the research and development field of natural genetic selection. The objective is to produce quality breed that is healthy, sturdy and suitable to the farming condition of Thailand
4. The Company is the first company outside the European Union to be awarded with the Animal Welfare Standard, the most stringent standard to date for export chicken

5. One of the strongest players in Thailand with a strong brand presence


1.Prices of products fluctuate depending on the supply and demand
2.Limited global presence compared to market leaders is a concern
3.Disease outbreaks have caused panic and affected people’s confidence in meat consumption, resulting in reduced volumes of meat consumption


1.The Company is investing to expand distribution channels through its own outlets and retail shops, selling chilled and frozen ready-to-eat

products under the Five Star and CP brands
2.In the trading of processed food, there are good prospects in India, China and Indonesia
3.Implementing an eco-friendly policy would help reduce waste

disposal expenses, save production costs from the reuse of recycled

parts, increase earnings from the higher selling prices that consumers

are willing to pay for such products and promote the good image of

being an eco-friendly company


1.Impacts from the increasing economic uncertainty in the United States and the European Union, which may cause the global economy to slow down at a higher rate than expected
2.Changes in the population structure leading to fewer workers being available for production line adjustments
3.Unpredictable Weather and Environmental Conditions



1. China Resources Enterprise Ltd
2.Nutreco NV
3. Smithfield Foods Inc.

The table above concludes the Charoen Pokphand Foods SWOT analysis along with its marketing and brand parameters.


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