Global Foods - Chin

“You Work Hard, You Can Make it”

1) Chin needs to redirect the marketing to also promote its American products. The local newspapers are praising Chin’s store for its international products and now the message is lost that they also supply for the local community. More advertising or promotional campaigns could harness the American market to shop at Global Foods. Marketing Global Foods as a multicultural neighborhood grocery store could show the customers that there is something there for everyone and that is not just directed at a specific market.

Creating flyers that promote the American food essentials would remind customers that his store is not just directed at international foods. This would be a chance to show customers that Global Foods is a diverse organization that is aimed towards satisfying many kinds of customers. The main course of action would be to do anything to get the word out that Global Foods is a company that strives to provide a one-stop-shop for all cultures and that shopping there saves money as well as provides a multicultural experience for everyone.

2) The problem in this case is that Suchin Prapaisilp, or “Chin”, has the experience to provide a grocery service that is more attractive to the international community, rather than the typical American style. He is not fully experienced in how to market to the American lifestyle. The original business plan was for the store to sell half American and half international but is unintentionally being promoted towards the international market. This is causing the American market to be lost which is resulting in Chin not maximizing his profits. . Chin is struggling to make changes to attract several markets rather than just one and he needs help from an outside source.

3) Suchin was an entrepreneur. He took on a endeavour on his own and had to research an opportunity that would make him the proud owner of his own franchise grocery store.