Thai Coffee Brand 1.3 billion Budget challenges Starbucks' dominant position in China and the Middle East

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The Thai Amazon Coffee brand has launched a global brand expansion plan with a total budget of US $1.3 billion and challenged Starbucks' dominance in China and the Middle East. At present, the total number of coffee stores of this brand is 2300.

─ Cafe Amazon, a coffee brand owned by Thailand's PTT Oil Group, launched a five-year $1.3 billion global brand expansion plan. As an important step in realizing its brand internationalization strategy, speeding up the expansion of overseas stores is one of the important steps to promote its strategy. In addition to continuing to increase the number of stores and brand franchises in Thailand, Amazon Coffee will also enter the Chinese market to challenge Starbucks Coffee's dominance in China. China and the Middle East are the two main battlefields of Starbucks Coffee Asia Pacific.

Admittedly, the Amazon Coffee brand has become one of PTT's most profitable brands after the gas station business. After achieving great success in Thailand, he is also working hard to plan an international brand strategy to let more consumers know the Thai coffee brand and increase his international Pringles group. It is reported that Thai Petroleum Group also plans to list the brand independently. The five-year $1.3 billion global brand promotion strategy is also considered to be the preparatory work for its domestic listing. 1.3 billion dollars is about 42.9 billion baht. There is no denying that Amazon Coffee has become a chain coffee brand second only to Starbucks in Thailand.

Amazon Coffee hopes to build it into one of the top 10 international famous chain coffee brands in five years. At present, there are a total of 2300 stores in Thailand, Laos, Cambodia, the Philippines, Myanmar and Japan. In the future, we will focus on developing the markets in China and the Middle East.

In terms of global brand expansion strategy, Amazon Coffee will speed up store expansion through brand licensing, such as hierarchical brand licensing. Of course, in some countries, consideration will also be given to working with strategic partners to achieve the purpose of brand promotion.