Scribd
Upload
152 views2 pages

Capstoneobjective

1) Consumption of wheat-based products like bread and noodles is increasing in Asia as more people enter the middle class and adopt Western lifestyles. 2) The global economic slowdown has lowered purchasing power in Thailand's main rice export markets, declining export prices for Thai rice to their lowest in ten years. 3) Thai rice exports sharply dropped in 2012, declining over 3,900 tonnes from the previous year - the largest single-year drop in Thai rice exports since 1961.

Uploaded by

api-276904981
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
152 views2 pages

Capstoneobjective

1) Consumption of wheat-based products like bread and noodles is increasing in Asia as more people enter the middle class and adopt Western lifestyles. 2) The global economic slowdown has lowered purchasing power in Thailand's main rice export markets, declining export prices for Thai rice to their lowest in ten years. 3) Thai rice exports sharply dropped in 2012, declining over 3,900 tonnes from the previous year - the largest single-year drop in Thai rice exports since 1961.

Uploaded by

api-276904981
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Sumanas Chamneandamrongkarn (Punpun) 5761141

Capstone Projects Objective


In the present, there are less people consuming rice, while the number of people
consuming bread keeps increasing every day. Amount of people consuming wheat-based
products such as noodles and bread has been rising significantly over 10 years. Rabobank
consumer foods analyst, Haris Rahmanto stated that, The growing middle class and
changing lifestyles provide a big opportunity for bakery companies, as these consumers have
strong buying power, while they embrace modern, Western lifestyles. Moreover, according
to the Boston Consulting Group, more than 9 million people are tried to enter the middle
class every year (The Jakarta Post, 2016). Since 2008, wheat demand increased to
approximately twice the rate of rice consumption in Asia. Kim Geon-Hui, South Korean
working mother told that, "I am very busy in the morning because I have to drop my children
off at kindergarten. So, I have bread for breakfast. And I often meet up with my friends at a
cafe and enjoy bread with coffee over the weekends" (Ukraine Today, 2015.) This
demonstrates how wheat-product becomes popular throughout the world instead of rice.
Global economic slowdown also being another factor leads to a lower purchasing
power of Thailands main rice buyers. This declined the export price of Thai rice to the
lowest in ten years. Mr Charoen Laothammathat, president of Thai Rice Exporters
Association suggested that this situation caused the domestic prices of Hom Mali rice
dropping to 8,000 baht/tonne. While the FOB export prices of Hom Mali rice and parboiled
rice are dropped to US$700-720/tonne and US$350/tonne respectively. Thai rice stock is
loaded with 4-5 million tonnes of rice this year (Thai PBS, 2016).
In 2012, there was a sharp drop in the amount of Thai rice exported. The number
declined from 10,671.19 tonnes in 2011 down to 6,704.3 tonnes. This can be considered as
the biggest drop in Thai rice export since 1961, actually the biggest drop in the history
(Ricepedia, n.d.).

Sumanas Chamneandamrongkarn (Punpun) 5761141


References

Ricepedia, (n.d.). Thailand: Imports and exports. Retrieved from [Link]


Thai PBS. (January 28, 2016). Export prices of Thai rice the lowest in ten years. Retrieved
from [Link]
The Jakarta Post. (June 8, 2016). Bread gains popularity in rice state. Retrieved from
[Link]
Ukraine Today. (October 15, 2015). Bread consumption rises in Asia pushing rice off the
menu.
Retrieved from [Link]

[Link]
id=O1Ppx64riqQC&pg=PA225&lpg=PA225&dq=2016+rice+and+wheat+consumption+rate
&source=bl&ots=rSNZ9Q8g82&sig=HDfrmP9rBhIO3dFaCRi8xETaVM&hl=en&sa=X&ved=0ahUKEwjaps17oPPAhUGMY8KHWp6CNIQ6AEIQzAG#v=onepage&q=2016%20rice%20and%20wheat
%20consumption%20rate&f=false
[Link]

You might also like