Akjaroen Rice “TRIPLE A report” The Royal Chitralada Projects

BEST PRACTICES ORGANIZATION STRATEGIES FOR BUSINESS SUSTAINABILITY NTN MEDICAL TEAMAKJAROEN RICE ROYAL CHITRALADA PROJECTS Focus on foreign markets (not only domestic) Focus in a majority of population: farmers Low labor cost (localization) The only company with a Fair Trade Certificate There are connectivity between many of the projects or activities Marketing strategies: Product => special design, quality – ISO 9001:2008; Prices => 3 level; Promotion=> distributors with good relation with hospital, exhibitions Insurance quality to its customer, competitive price and without chemicals Long term political support, it is The King project Low cost of production: Machine design by himself, work at night Use natural resources effectively and healthy way German experts in marketing and production areas Experience working as engineer in big companies Technical support Promotion of creativity, trainingLong term and strong relation with farmers: back money, training, meetings, provide seed “R&D” of the farmers (experimentation and demonstration purposes)

ORGANIZATION STRATEGIES FOR HUMAN RESOURCES NTN MEDICAL TEAMAKJAROEN RICE ROYAL CHITRALADA PROJECTS Promotion of creativity, training Long term and strong relation with farmers: back money, training, meetings, provide seed One department “Give the people what the people want” (Owner ‘s words)

MECHANISM FOR BUSINESS COMPETITIVENESS NTN MEDICAL TEAMAKJAROEN RICE ROYAL CHITRALADA PROJECTS Received support from Government Give support in R&D for farmers Low labor cost (localization)The only company with a Fair Trade Certificate Differentiation in quality To have a vision of the future

INCORPORATION OF BUSINESS ETHNIC CONCEPT AND CSR NTN MEDICAL TEAMAKJAROEN RICE ROYAL CHITRALADA PROJECTS No explicit policyNo explicit policy but in facts benefit farmers in many ways Focus in farmers Incorporate foreigner workers DEVELOPING / STRENGTHENING BUSINESS TO BUSINESS NETWORKS NTN MEDICAL TEAMAKJAROEN RICE ROYAL CHITRALADA PROJECTS Works only with distributors Long term and strong relation with the main suppliers – the farmers: back money, training, meetings, provide seed There are connectivity between many of the projects or activities

RECOMMENDATION AND COMMENTS AKJAROEN RICE Diversify risk by expanding to others farmers in different regions What will happen when other companies get the Fair Trade Certificate ? RECOMMENDATION AND COMMENTS NTN MEDICAL TEAM Look for partners for new markets Obtain the ISO 13485

LESSONS LEARNED NTN MEDICAL TEAMAKJAROEN RICE ROYAL CHITRALADA PROJECTS Experience is needed (to trade to produce) Experience is needed (from being an engineer to being the manager) Long term policies is required Is the stage of life important? The owner wants to grow up the company Is the stage of life important? The owner wants to keep things in the short time and focus in his family Makes your company looks as international company Obtain all the certificate you can (if you are the only one, BETTER!)

THANK YOU!