Business Environment Analysis

Currently, Manah Orchid has a large storefront and offers sales both in-person and online. Most customers are retirees, government agencies, and private organizations. The shop provides basket arrangements, making it popular for gifting on various occasions. It also caters to international export companies.

Export Data of Orchids from Thailand

Thailand is currently among the top exporters of orchids. The suitable growing conditions allow for high-quality yields, and ongoing breeding improvements enhance diversity and beauty.

Market Competition

Market competition is increasing, particularly from neighboring countries that struggle with less favorable growing conditions. Although countries like China produce significant quantities, their higher production costs keep Thailand a prime target for buyers.

Target Group

The target demographic is individuals aged 35-60, who are either working or nearing retirement. In Thai culture, it’s common to give floral baskets on various occasions, making this age group particularly receptive. Additionally, many international investors are interested in importing orchids.

Opportunities

1. The brand can enhance packaging diversity to attract customers and improve usability.

Challenges

1. Domestic competitors include Thai Orchid, Uncle Nim's Orchid Farm, and Kalyan Orchid.
2. International competitors, especially in colder countries such as New Zealand, the Netherlands, Taiwan, and Malaysia, have advantages in exporting.

Additional Information

Thailand is the largest orchid-growing region in the tropics, especially for the Vanda genus, due to ideal weather conditions and diverse breeding. Thai orchids tend to be competitively priced compared to rivals, and domestic exports often focus more on price competition than on breeding development for international markets.

Brand Development Goals

1. Vision: “Just think of Manah Orchid, we’ll take care of it.” The brand aims to become synonymous with orchids and basket arrangements, ensuring customers think of it for all their floral needs.
2. The brand seeks to modernize its packaging to be more accessible and appealing, thereby expanding its customer base.