Major Issues

  • Inconsistencies among the management systems of the four key firms
  • Rationalization of order acceptance, stock and budget management
  • Limited sales activities due to inconsistent report formats, etc.

Replacing business infrastructure systems of four key firms
to improve business processes

Boon Rawd Brewery Co., Ltd. was founded in 1933, and was Thailand's first brewery. It is known in Japan as the producer of Singha beer, which is sold in more than fifty countries around the world. The company also manufactures and sells non-alcoholic beverages, such as soda water, mineral water and health beverages, and even retorts pouch food and snacks.
Boon Rawd has three breweries, seven plants and approximately fifty subsidiaries in Thailand, as well as many distributors inside and outside the country. It employs a workforce of approximately 6,000. Its business is not limited to the food and beverage industry, but also includes real estate and packaging industry. A blue chip company with consolidated group revenue exceeding 4 billion U.S. dollars, the company has been implementing the six policies recommended by the government of Thailand concerning: quality, food safety, social responsibility, energy conservation and ecology, as well as labor health, safety and work environment. Sponsoring two world-famous soccer clubs, Manchester United and Chelsea, it is a global enterprise that is seen as representative of Thailand. Boon Rawd is growing rapidly, developing new enterprises as well as its existing business.
However, its utilization of systems and human resources was limited. Specifically, the legacy ERP system, which was implemented about 20 years ago, had become undeniably dated. Accordingly, the decision was made to implement a new management platform system responsive to the ever-accelerating developments on the IT front, and to apply global standards to organization-wide business processes.
Mr. Palit, CEO of Boon Rawd Trading, revealed his ambition, saying “We aim to double the current revenue in the next five years. That means we need to implement best practices based on international benchmarks. We are going to employ an advanced ERP system and work as a group to become the most admired company in Asia.”
Boon Rawd consists of four key firms: Boon Rawd Trading, which deals in the alcohol business within Thailand, Boon Rawd Asia, which deals in non-alcohol business within Thailand, Boon Rawd Trading International, which handles international markets, and Leo Links, which handles logistics and stock management.
The plan was called for the development and implementation of an ERP system that would improve and integrate the various business processes of the four companies, such as sales and distribution systems, budgeting systems and other areas of accounting, as well as logistics systems including transportation and material management. Accordingly, a largescale project was initiated involving external stakeholders and a large number of staffs from various internal sections.

SAP Implementation Project Background

SAP Implementation Project Background

ABeam was selected unanimously for its extensive past
success and its proven management methodology

Boon Rawd Brewery Co., Ltd. invited bids for the project from at least six consulting firms, both international and 100% Thai. Via demonstrations, the assessment panel examined the various capabilities and experience of each firm, and unanimously selected ABeam to be Boon Rawd Brewery’s partner.
There were several reasons for this selection. First, the assessors appreciated ABeam’s abundant experience with global enterprises. In addition, ABeam has successfully developed and implemented many SAP® ERP systems for Thai companies similar to Boon Rawd. Another advantage for ABeam was its thorough knowledge of the food and beverage industries. In addition, ABeam has delivered excellent performance over many years in customizing, analyzing and improving the effectiveness of ERP applications.
Furthermore, ABeam possesses strong managerial skills cultivated through experience on many large-scale projects. The project was going to involve many stakeholders of Boon Rawd, so it was beneficial to have ABeam’s unique wealth of experience and expertise in such areas as people relationship and leadership to ensure the project proceeded smoothly.

User Profile

Client Outline
Company name: Boon Rawd Brewery Co., Ltd.
Location: 999 Samsen Road, Thanon Nakhon Chaisi, Dusit, Bangkok, Thailand
Established: 1933
Business Activities: Manufactures and sells alcohol and non-alcohol beverage (namely Singha, Leo, B-ing, Purra, Sanvo, Syder Bay, Boonrawd Farm, Pundee and Masita trademarks)
Project Outline
Outline: In order to streamline the business, an integrated system was developed and implemented by improving business processes related to accounting and logistics of the four key firms.
Software: SAP® ECC 6.0 EHP6