1. Opportunities & threats
Factor Environment Opportunity Threat
Macro- Demographic High density ; Large customer Aged may not
environment Age pool be interested
Political Official license; Higher Minimum wage
Wage credibility increases costs
Economic Inflation rate Reasonable Frequency of
price attracts buying pattern
customers is unpredictable
Technological Diet website More Unpredictable
communication technical
with customers problem occur
Eco-logical Quality of food Organic raw Contamination
material can of food will
increase deteriorate
attractiveness reputation
Social-cultural Consumer Take away People might
lifestyle brings have healthier
convenience food

2. Opportunities & threats
Factor Environment Opportunity Threat
Micro- Supplier Wide range of Lower cost of
environment choice supplier raw material
Marketing Diet website Can help Can leave bad
intermediaries promotion comment
Publics All relate to our Many target Many
business customers competitors

3. Market objectives
• First three • 3%of total
months:3%
• Next three market in
months: 10% the first
• Last six months: year
stable sales
Marketing
Sales
shares
Image Awareness
• economic-friendly • around 80% of
image
customers are
• professional, helpful,
aware our brand
friendly, and customer-
oriented staffs

4. Target market- segmentation
Segmentation
Demographic Psychographic Behavioral
Segmentation segmentation segmentation
• Age • Own selling • Benefit sought
• Income point • Consumption
• Occupations frequency
Combinations of technique (Powers,1990)

5. Target market- positioning
Satisfactory quality with reasonable price

6. Price
Marketing
Product
Mix Promotion
strategy
(4Ps)
A tool for company to
consist of everything to
stimulate the demand for
Place its products.
(McCarthy, (1960, cited in
Gronroos, 2002)

7. Marketing Mix Four Ps –
Products
Thai-style barbecued food
2 categories Meat: beef ,pork,
chicken ,fish
Vegetable: eggplant, green
bell pepper

8. Three levels concept of
product
Augmented Guarantee
product and credit
Brand name
Actual product Quality
Packaging
Core product Food to fill their
stomachs
-- Kotler & Armstrong (2010)

9. Marketing Mix Four Ps – Price
Definition: amount of money charged for
exchanging the consumer benefits or use of
the product
pricing • buyer based (perceived-
methods value) Pricing
objectives of • Short term: penetrate
price setting the market

10. Marketing Mix Four Ps – Price
setting • attract the customers to buy
lower price other product series
for some • set a price lower than
product competitor
• price sensitive
price
• many substitution and
elasticity competitors