Sahapat launches regional strategy

Upcountry focus for Beyond sporting goods

Sahapat chairman Boonchai Chokwatana (centre) with senior vice-president Pasook Raksawonkse (left) and vice-president Vathit Chokwatana.

SET-listed Saha Pathanapibul Plc (SPC), the marketing arm of consumer goods giant Saha Group, has revised its business strategy in order to increase sales to 33 billion baht this year despite fierce competition.

Chairman Boonchai Chokwatana said the company, known as Sahapat for short, has been applying local marketing campaigns to fit consumers in each region, replacing a nationwide strategy, in a bid to enhance marketing efficiency and improve the bottom line.

Local marketing campaigns for Sahapat's distributed products will start in the Northeast before moving to other regions.

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