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The amount of milk consumed in Thailand has trebled since 1987 Anonymous 1993 p73 The Thai government has increasingly encouraged young Thais to drink milk and other dairy products thus Thais have increased their consumption of coloured and sweetened milk Additionally they have started educational programs that emphasize the goodness of milk Tasker 1997 p46 Our group decided to select a joint venture providing flavored milk as there presently is limited flavored milk in Thailand thus indicating to us that this would be a good opportunity for this product With the right marketing strategy its highly likely that we could dominate the flavored milk market in Thailand Australian dairy product exporters have significant opportunities within Thailand which is the biggest importer of food and beverages in South-East Asia with a total market value of dairy products reaching A2 billion in 2000 This is expected to increase by approximately five per cent in 2001 wwwaustradegovau Although milk production in Thailand commenced in 1961 the real expansion of this industry started in 1983 Thai milk production is anticipated to grow steadily over the next few years but is not expected to match the rate of growth in overall demand As a result there is increasing opportunities for dairy products Skim milk powder is the major dairy export from Australia to Thailand There are also niche markets for products such as 1Premium ice cream 2Cheese 3Basic dairy ingredients such as skim milk powder whole milk powder and whey wwwaustradegovau The strong growth in the UHT and liquid milk sectors presents significant potential for Australian investment in terms of joint ventures in existing manufacturing or farming facilities wwwaustradegovau Thailand is a net importer of dairy products Local milk production is not sufficient to meet consumer needs falling short of demand by about 60 percent Demand has increased due to strong continuing government support for a general public awareness program and a school milk program The
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