The Synergistic Effects of The CP Group’s Rice Noodles Project, The Belt and Road Initiative, and Thai Retail Terminals: A SWOT-AHP Analysis of Cross-Border Industrial Synergy and Retail-Driven Market Adaptation

Abstract

Background and Aims: This research examines the expansion strategy of the rice-noodle project within the CP Group (China Region) food industry chain in Southeast Asia, focusing on the synergistic effects generated by the Belt and Road Initiative (BRI) and Thailand’s retail terminal network. Against the backdrop of deepening China-Thailand cooperation and accelerating regional market integration, this research analyzes how the CP Group leverages policy advantages, full-chain industrial capacity, and Thailand’s 7–Eleven–centered retail ecosystem to enhance market penetration. However, existing studies on cross-border food expansion predominantly emphasize export-oriented logistics efficiency or single-channel market entry, while insufficient attention has been paid to how full value-chain coordination and retail-terminal-driven adaptation jointly shape competitive outcomes. This study addresses this gap by integrating global value chain theory, international marketing frameworks, and a quantitative SWOT-AHP approach. The study aims to clarify the mechanisms through which industrial chain coordination, localized marketing, and terminal channel efficiency jointly support Chinese food products’ entry into Southeast Asian markets.

Methodology: Drawing on marketing theory, international market expansion theory, value-chain theory, STP segmentation, 4P strategy analysis, and the SWOT-AHP mixed-method framework, the research systematically evaluates CP Group’s cross-border industrial deployment. Data sources include CP’s full-chain case in Central China, Thailand’s retail terminal structure, BRI policy documents, and quantitative weights derived through SWOT-AHP. The analysis identifies key stakeholders, CP China, CP Thailand, 7-Eleven, suppliers, regulators, and local consumers, and models their interactions in determining feasibility, cost efficiency, and market response.

Results: Findings indicate that CP Group’s “localization + standardization” dual strategy significantly enhances regional adaptability. Full-chain integration from China’s upstream agricultural base to Thailand’s terminal channels reduces logistics costs by 22% and shortens delivery time by up to 40% via cross-border railway logistics. Under the BRI framework, synergy between China’s production capacity and Thailand’s dense retail network accelerates market penetration; for example, 7-Eleven’s national network supports rapid testing, iteration, and diffusion of localized rice-noodle products. SWOT-AHP results show that opportunities (BRI policies, retail growth) and advantages (brand strength, full-chain control) account for 35.8% of the total weight, while threats (local competition, regulatory requirements) dominate with 50.9%, confirming the necessity of model innovation. By 2025, Chinese food sales in Thailand’s retail terminals are projected to exceed USD 1.5 billion, contributing to a 27% increase in China's ASEAN agricultural exports.

Conclusion: The coordination between the Belt and Road Initiative and Thailand’s retail terminals provides a strategic foundation for CP Group’s expansion into Southeast Asia. Full-chain industrial integration, localized product development, and terminal-oriented marketing jointly shape a replicable pathway for Chinese food brands’ internationalization. The study demonstrates that cross-border industrial synergy and retail-driven market adaptation can significantly reduce risk, enhance competitiveness, and promote sustainable regional economic linkage.