please answer the question for the following case.

Thai Food in Europe Three years after obeaining her MBA, Ampawan Benjathanarak was promoted to be the export manager of Sapanan Genceal Fond Co., lad., Thailand. The cont. Riving health concerns among Thai consumers helped pany's exporrs had grown at rates frem 20m40 perent gor the growth of functional products. The functional annually since 2009. Although the sevenue from expont- drink market was expanding rapidly and grew froms 800 ing ssill accounted for only 10 percent of total sales millica buhe in 2008 po four hillion tulur it 2010 . Intense volume, is was expected to reach 40 percent within a competition exised among both local and international Iew yeark. Ampawan anticipated that revenue from the companics. bes stations. In 2002 , the two brothers Adisak and strugole to launch a functional drink in this market. Amapsp Arivapong took over their tamily's operation. With a budget of 400 million bahe iapproximately While stodying in Japan, Adisak had noeiced a broader welection of beverages than those found in Thailand. US5:2 million). Peptein tricd to educate potential buyen Faced with declining saks of Sapanan's local snsck busa-. Tbout the tenctirs of soy prodacts for brain faination. ness, he searched for new product lines, Subvequently, a beand secall, and product trial rate. liecruse of poor Japanese-style fruit drink, Mogu Mogu, was lausched. Moge moge juice with nata de covol differed from other fruir drinks in Thailand bocause it contained cece- than any cmotional, bencfa. Consumen vicwed Peptein nut jelly. The product was so suecental that the two drinks. In consequense, Peptein did not gain suifticiens brothers set a poliey to Lanch only products that had market share and was still fighting to gain consumer market. As soon as they assumed control of the family bou. ners. Adisalk and Arbspap focused on building expons. The company expeited to more tham 30 countries in Asia, Furope, and the Middle East. In 2010, however, inconse from exports represented only 10 percent of overall_ptoductu.) EXHIBIT 1 Market Share of Functional Drinks in the functional drink catrgofy by 2008, (Vicw the ad at: in Thatianat www. youtuhe com'watehivnfde VIF6F6XI.) beverage distrihutot from Slovakia coetacted Sapanan Hungary had access to gas stations, and so Sappe was after buying Sappe drinks from a local comvenience sore. distributed mainly in these outlets. The inporter alwo When the prodect was widely distrituted is Hangary and displayed Sapp Aloe Vera drink on laminated stands. Slovakia, other importers visiting these countries became making floating culves inside the boetle dearly siakle in a interested in representing Sapp in their own countries.__dark ronm. Some importers apgresaincly promoted Sappe -already represented several products. Although Sappe prodects were distributed in numerous coantries in Europe, Fastern Europe repecsented the company's main markets, expecially Slovakia and Hunfrom Thailand rodoced copycats significantly. Sappe Aloe Vera drink was Sapanan's tist product in adjusted to thes new hackground. Sapanan aluo tricel to these markets. The company and its importers agreed that cootdinate other marketing activities. For example, the Sapp Aloe Vera drink te positioned not as an ultra- same televivion advertisement was broadcast in Slovakia bealhhy drink to avoid betng peroeived as having poot and Israch. This advertisemens portrayed Sappe Aloe bealthy drink to avoid beeng peroeived as having poot and Istach, lhis advertisemene portrayed Sappe Aloe they wanted Sappe to be viewed as a moders asd wolish ful transvecrite as the pesenter. The tone of the commer- brand foe those in the younger generaboe who were health cial was Leht-hearted, different, and modern. This The product benefit of Sappe Aloe Vera drink relied on coantries. Fecause of this saccesi, the company believed ing to the digestive and immune systems, reducing, blood watch?vaQRKNKoR4DA0.) sogre, relieving hangovers, and moisturizing the skin. Sapanag was expanding into ocher marketa in the soggr, relieving hangovers, and moisturizing the skin. Sapanag was eqpandiag into ocher marketa in the Since the importers were more familar with local region. In 2011, it vigned a poent venture with ite deenbutor, market conditions, Sapanan had to depend on them to leal Market Slovakia IMS), to prodace Sappe Aloe Vera and spirits as well as a concert and event organiser. So products to several importers but without an ealasivity Aloe Vera dritk was initially advertised by placing brand baiding as well as theit avallable revourcer, market its package on a dark background. The importer in knowledes, and accecs to extenive distributicat netwerks. 638 BAT roun - Case1 ENDNOTES 2. What challenges did the company face when expanding into other Eastern European markets? How should it deal with these challenges