Ice-Fili is a Russian ice cream company evaluating its business model and competitive positioning. It faces challenges from increased competition and a shifting target market. The company considers strategy options like differentiation, market penetration, product development, and cost leadership. Its operational marketing plan focuses on impulse and in-home consumption channels. It aims to drive summer season sales and loyalty through promotions, packaging, pricing in line with competitors, and developing core brands.
The document summarizes Baskin Robbins' plans to expand into Singapore. It discusses BR's background, vision, global presence and competitors. It analyzes Singapore's market environment and identifies it as a good expansion target due to factors like GDP, infrastructure and tourism. The document outlines BR's entry strategies, including importing and franchising. It proposes short and long term plans, and discusses implications and controls for cultural differences, pricing resistance and building brand awareness.
The document summarizes the business plan of an ice cream company. The company aims to become the leading brand in the dairy industry in Singapore. Its goals are to achieve a 30% market share by 2011 and to produce healthier alternative ice cream products. The strategic plan involves hiring professionals and the financial plan outlines funding for research and development, new product launches, operating expenses, and potential sources of funds. The long term goals are to use the business to further peace and justice efforts and to promote global sustainable dairy practices.
The document discusses strategies undertaken by Nestle India Ltd. (NIL) to establish and sustain the Maggi brand in India. It describes how NIL initially targeted working women but later shifted focus to children and mothers through marketing Maggi as a convenient and fun product. NIL repositioned Maggi as a healthy product by launching whole wheat and pulse variants. The document also examines brand extensions and NIL's efforts to maintain Maggi's popularity through various promotional campaigns.
Ben & Jerry's is an American ice cream company founded in 1978 in Vermont. It manufactures ice cream, frozen yogurt, and sorbet. The document provides details about Ben & Jerry's history, mission, market segmentation, unique selling proposition, marketing mix, SWOT analysis, and plans for launching in India. It summarizes the company's founding in 1978, growth over the decades, acquisition by Unilever in 2000, and current operations in over 20 countries worldwide.
Nestle is a global food and beverage company founded in 1867. It has 449 factories in 86 countries and employs over 328,000 people worldwide. The company focuses on nutrition, water, and rural development through its Creating Shared Value approach. Nestle implements various CSR programs focused on environmental sustainability, employee safety, education initiatives, and supporting local communities and small farmers.
Marketing Campaign by Brandnow.asia 20May22 Thai Eng (1).pptxPacharee Pantoomano
Â
POWERFUL WAYS TO GROW YOUR BRAND AND BUSINESS ONLINE
Types of online media: own, earned, paid and shared
Know your audience: short and long form
Marketing activities suitable for your brand position/identity and targeted audience
B2C: How customers make decision getting on shopping list
B2B: (short intro about relationship building)
Useful tips: partnership program (credibility, halo effect), CSR, guerrilla marketing (phone in blender)
What your annual program calendar will look like
Ice-Fili is a Russian ice cream company evaluating its business model and competitive positioning. It faces challenges from increased competition and a shifting target market. The company considers strategy options like differentiation, market penetration, product development, and cost leadership. Its operational marketing plan focuses on impulse and in-home consumption channels. It aims to drive summer season sales and loyalty through promotions, packaging, pricing in line with competitors, and developing core brands.
The document summarizes Baskin Robbins' plans to expand into Singapore. It discusses BR's background, vision, global presence and competitors. It analyzes Singapore's market environment and identifies it as a good expansion target due to factors like GDP, infrastructure and tourism. The document outlines BR's entry strategies, including importing and franchising. It proposes short and long term plans, and discusses implications and controls for cultural differences, pricing resistance and building brand awareness.
The document summarizes the business plan of an ice cream company. The company aims to become the leading brand in the dairy industry in Singapore. Its goals are to achieve a 30% market share by 2011 and to produce healthier alternative ice cream products. The strategic plan involves hiring professionals and the financial plan outlines funding for research and development, new product launches, operating expenses, and potential sources of funds. The long term goals are to use the business to further peace and justice efforts and to promote global sustainable dairy practices.
The document discusses strategies undertaken by Nestle India Ltd. (NIL) to establish and sustain the Maggi brand in India. It describes how NIL initially targeted working women but later shifted focus to children and mothers through marketing Maggi as a convenient and fun product. NIL repositioned Maggi as a healthy product by launching whole wheat and pulse variants. The document also examines brand extensions and NIL's efforts to maintain Maggi's popularity through various promotional campaigns.
Ben & Jerry's is an American ice cream company founded in 1978 in Vermont. It manufactures ice cream, frozen yogurt, and sorbet. The document provides details about Ben & Jerry's history, mission, market segmentation, unique selling proposition, marketing mix, SWOT analysis, and plans for launching in India. It summarizes the company's founding in 1978, growth over the decades, acquisition by Unilever in 2000, and current operations in over 20 countries worldwide.
Nestle is a global food and beverage company founded in 1867. It has 449 factories in 86 countries and employs over 328,000 people worldwide. The company focuses on nutrition, water, and rural development through its Creating Shared Value approach. Nestle implements various CSR programs focused on environmental sustainability, employee safety, education initiatives, and supporting local communities and small farmers.
Marketing Campaign by Brandnow.asia 20May22 Thai Eng (1).pptxPacharee Pantoomano
Â
POWERFUL WAYS TO GROW YOUR BRAND AND BUSINESS ONLINE
Types of online media: own, earned, paid and shared
Know your audience: short and long form
Marketing activities suitable for your brand position/identity and targeted audience
B2C: How customers make decision getting on shopping list
B2B: (short intro about relationship building)
Useful tips: partnership program (credibility, halo effect), CSR, guerrilla marketing (phone in blender)
What your annual program calendar will look like
How SMEs in Thailand can take their businesses from offline to online. In-house workshop shared with TorYodonline in February 2019.
E: info@enablerspace.com | T: +662 297 0289
Design thinking presentation for SME small and medium enterprise.
āđāļāļāļŠāļēāļĢāļāļēāļĢāļāļĢāļĢāļĒāļēāļĒ Design thinking āđāļāļ·āđāļāđāļŦāđāļāļ§āļēāļĄāļĢāļđāđāđāļāđāļāļđāđāļāļĢāļīāļŦāļēāļĢāļāļīāļāļāļēāļĢ āđāļŦāđāļāļĢāļ°āļŦāļāļąāļāļāļķāļ āļāļ§āļąāļāļāļĢāļĢāļĄāđāļŦāļĄāđāļāļĩāđāļāļ°āļāļģāđāļŦāđāđāļāļīāļāļāļēāļĢāđāļāļĨāļĩāđāļĒāļāđāļāļĨāļāļāļđāļĢāļāļīāļāļāļĒāđāļēāļāļĢāļļāđāļāđāļĢāļ āļŦāļĢāļ·āļ Disruption
More information contract
Mr.Weera Chearanaipanit
https://oweera.blogspot.com
Lineid oweera_ksme
https://www.facebook.com/SMEnetworkingThailand/
Twitter @oweera
DAAT DAY : Digital Trend Spotting 2016 & Implication For BrandDAAT_TH
Â
Digital trend spotting 2016 & Implication for brand from 3 publishers in Thailand
Grow Organic Social Conversation â Thumbsup
Short-Form Content rules Social â BrandBuffet
Conversion, The New Currency â MarketingOops!
Market Automation, Art & Science of Modern Marketing -Thumbsup
Empowering Consumer â BrandBuffet
My Mobile, My Everything â MarketingOops!
Present āļāļĩāđāđāļāđāļ 1 āđāļ 12 Course āļāļĩāđāļāļĄāļŠāļāļāđāļĄāļ·āđāļāļāļĩāļāļĩāđāđāļĨāđāļ§ āļĄāļĩāļāļēāļĢāļāļĢāļąāļāļāļīāļāļŦāļāđāļāļĒ āđāļāđāļāđāļĢāļ·āđāļāļāđāļĢāļāļāļĩāđāļŠāļāļ āđāļāļāļļāļāđāļāļĩāđāđāļāļĄāđāļāđāļāđāļ Consult āđāļĨāļ° āļāļĢāļđāđāļŦāđ āļāļĩāđāđāļŦāđāļāļāļĩāđāđāļāđāļ Slide āļŠāļāļāļāļĩāđāļŠāļļāļāļāđāļēāļĒāđāļāļāļĩ 2557 āļāđāļēāļāļāļ°āļĄāļĩāđāļāļ·āđāļāļŦāļēāđāļāđāļēāļāđāļēāļāļāļēāļĄāļŠāļĄāļąāļĒ
āļŠāļģāļŦāļĢāļąāļāđāļāļ·āđāļāļŦāļēāļāļēāļĢāļŠāļāļ 12 āļāļĢāļąāđāļ āļĄāļĩāļāļąāđāļāđāļāđāļāļēāļĢāđāļĢāļ·āđāļāļāļāļēāļĢāļ§āļēāļāđāļāļāļāļēāļāļāļīāļāļīāļāļąāļĨ e-commerce āļāļāļāļķāļāļāļēāļĢāļāļģāđāļāđāļāđāđāļĨāļ°āļ§āļąāļāļāļĨ āļāļēāļāđāļĄāđāļāļĢāļāļāđāļ§āļāđāļāļ·āđāļāļāļāļēāļāđāļāļāļēāļĢāļŠāļāļāļĄāļĩāļāļēāļĢāļāļĢāļĢāļĒāļēāļĒāļāļāļāđāļŦāļāļ·āļāļŠāđāļĨāļāđāļāđāļ§āļĒ
-------------------------
This presentation was my 1st one(1 of 12 my courses) for every companies that I was both a consultant and in-house lecturer. It was used for the last company that I taught last year. It might be updated due to its time.
How SMEs in Thailand can take their businesses from offline to online. In-house workshop shared with TorYodonline in February 2019.
E: info@enablerspace.com | T: +662 297 0289
Design thinking presentation for SME small and medium enterprise.
āđāļāļāļŠāļēāļĢāļāļēāļĢāļāļĢāļĢāļĒāļēāļĒ Design thinking āđāļāļ·āđāļāđāļŦāđāļāļ§āļēāļĄāļĢāļđāđāđāļāđāļāļđāđāļāļĢāļīāļŦāļēāļĢāļāļīāļāļāļēāļĢ āđāļŦāđāļāļĢāļ°āļŦāļāļąāļāļāļķāļ āļāļ§āļąāļāļāļĢāļĢāļĄāđāļŦāļĄāđāļāļĩāđāļāļ°āļāļģāđāļŦāđāđāļāļīāļāļāļēāļĢāđāļāļĨāļĩāđāļĒāļāđāļāļĨāļāļāļđāļĢāļāļīāļāļāļĒāđāļēāļāļĢāļļāđāļāđāļĢāļ āļŦāļĢāļ·āļ Disruption
More information contract
Mr.Weera Chearanaipanit
https://oweera.blogspot.com
Lineid oweera_ksme
https://www.facebook.com/SMEnetworkingThailand/
Twitter @oweera
DAAT DAY : Digital Trend Spotting 2016 & Implication For BrandDAAT_TH
Â
Digital trend spotting 2016 & Implication for brand from 3 publishers in Thailand
Grow Organic Social Conversation â Thumbsup
Short-Form Content rules Social â BrandBuffet
Conversion, The New Currency â MarketingOops!
Market Automation, Art & Science of Modern Marketing -Thumbsup
Empowering Consumer â BrandBuffet
My Mobile, My Everything â MarketingOops!
Present āļāļĩāđāđāļāđāļ 1 āđāļ 12 Course āļāļĩāđāļāļĄāļŠāļāļāđāļĄāļ·āđāļāļāļĩāļāļĩāđāđāļĨāđāļ§ āļĄāļĩāļāļēāļĢāļāļĢāļąāļāļāļīāļāļŦāļāđāļāļĒ āđāļāđāļāđāļĢāļ·āđāļāļāđāļĢāļāļāļĩāđāļŠāļāļ āđāļāļāļļāļāđāļāļĩāđāđāļāļĄāđāļāđāļāđāļ Consult āđāļĨāļ° āļāļĢāļđāđāļŦāđ āļāļĩāđāđāļŦāđāļāļāļĩāđāđāļāđāļ Slide āļŠāļāļāļāļĩāđāļŠāļļāļāļāđāļēāļĒāđāļāļāļĩ 2557 āļāđāļēāļāļāļ°āļĄāļĩāđāļāļ·āđāļāļŦāļēāđāļāđāļēāļāđāļēāļāļāļēāļĄāļŠāļĄāļąāļĒ
āļŠāļģāļŦāļĢāļąāļāđāļāļ·āđāļāļŦāļēāļāļēāļĢāļŠāļāļ 12 āļāļĢāļąāđāļ āļĄāļĩāļāļąāđāļāđāļāđāļāļēāļĢāđāļĢāļ·āđāļāļāļāļēāļĢāļ§āļēāļāđāļāļāļāļēāļāļāļīāļāļīāļāļąāļĨ e-commerce āļāļāļāļķāļāļāļēāļĢāļāļģāđāļāđāļāđāđāļĨāļ°āļ§āļąāļāļāļĨ āļāļēāļāđāļĄāđāļāļĢāļāļāđāļ§āļāđāļāļ·āđāļāļāļāļēāļāđāļāļāļēāļĢāļŠāļāļāļĄāļĩāļāļēāļĢāļāļĢāļĢāļĒāļēāļĒāļāļāļāđāļŦāļāļ·āļāļŠāđāļĨāļāđāļāđāļ§āļĒ
-------------------------
This presentation was my 1st one(1 of 12 my courses) for every companies that I was both a consultant and in-house lecturer. It was used for the last company that I taught last year. It might be updated due to its time.
4. Strategic Solution
International
Copyright
13
 years
 with
 Nestle
Key account
supervisor
All Nestle
products
2 yearsAssistant Vice President
Regional sales manager - South
All Nestle products
4 years
Assistant Vice President
Regional sales manager-Key A/C
Nestle Ice Cream
5 years
Key account specialist
All Nestle products
2 years
Tanate Tangcharoenmankong
Thammasat
 University
 -Ââ Marketing
7. Strategic Solution
International
Copyright
Strategic Solution International
Co.,Ltd
âĒ Name:  Strategic  Solution  International  Co.Ltd
âĒ Service:  - Sales  Training  &  Development
- Business  Consultant  â Sales  &  Marketing Â
âĒ Company  Strength
â Focus  on  participant  implementation  after  class
â Experienced  in
âĒ Key  Account  Management
âĒ Sales  Management
âĒ Sales  Operation
âĒ Upcountry  Operation
âĒ Various  Channel
âĒTraditional  Trade Â
âĒ Retail  Store  Operation
âĒ Consumer  Product  Industry
âĒ Auto  Accessory  Industry
âĒ Training
29. Strategic Solution
International
Copyright
Channel  of  Distribution
Supplier
Manufacture
Importer
Distributor
Consumer
Wholesaler Retailer
RetailerWholesaler Semi  Wholesaler
Retailer
Concessionaire RetailerWholesaler
(Direct)
DC Retailer
Cash  Van Retailer
56. Strategic Solution
International
Copyright
MKT Job (āļāļēāļāļāļēāļāļāļēāļĢāļāļĨāļēāļ)
1 MKT Organization structure
āđāļāļĢāļāļŠāļĢāđ āļēāļāļāļĩ āļĄāļāļēāļāļāļēāļĢāļāļĨāļēāļ
2 MKT Plan / Strategy
āđāļāļāļāļēāļĢāļāļĨāļēāļ āđāļĨāļ°āļāļĨāļĒāļļ āļāļāđ
3 MKT Budget
āļāļāļāļĢāļ°āļĄāļēāļāļāļēāļĢāļāļĨāļēāļ
4 Brand Plan
āđāļāļāļāļēāļĢāļŠāļĢāđ āļēāļāļāļĢāļēāļĒāļĩ āđ āļŦāđ āļ
5 Channel Strategy
āļāļĨāļĒāļļ āļāļāđ āļāļēāļĢāļāļą āļāļāļģāļŦāļāđ āļēāļĒ
6 Pricing Strategy, Structure
āļāļĨāļĒāļļ āļāļāđ āđāļĨāļ°āđāļāļĢāļāļŠāļĢāđ āļēāļāļĢāļēāļāļē
7 Promotional Strategy
āļāļĨāļĒāļļ āļāļāđ āļāļēāļĢāļŠāđ āļāđāļŠāļĢāļī āļĄāļāļēāļĢāļāļēāļĒ
8 MKT Information
āļāđ āļāļĄāļđ āļĨāļāļēāļĢāļāļĨāļēāļ
9 Online MKT Plan
āđāļāļāļāļēāļĢāļāļĨāļēāļāļāļāļāđāļĨāļāđ
10 New product development
āļāļą āļāļāļēāļŠāļī āļāļāđ āļēāđāļŦāļĄāđ
11 Develop MKT material
āļāļą āļāļāļēāļŠāļ· āđ āļāļāđ āļēāļāļāļēāļĢāļāļĨāļēāļ
12 Media plan
āđāļāļāļāļēāļĢāđāļāđ āļŠāļ· āđ āļ
13 Research
āļāļēāļāļ§āļī āļāļą āļĒ
14 Work with Agency
āļāļģāļāļēāļāļĢāđ āļ§āļĄāļāļą āļāļāļĢāļī āļĐāļą āļ Agency
15 Cooperate with other functions
āļāļĢāļ°āļŠāļēāļāļāļēāļāļāļą āļāļŠāđ āļ§āļāļāļēāļāļāļ· āđ āļ
57. Strategic Solution
International
Copyright
MKT Job (āļāļēāļāļāļēāļāļāļēāļĢāļāļĨāļēāļ)
Implementation Evaulation&review Manage team
āļāļāļī āļāļą āļāļī āļāļĢāļ°āđāļĄāļī āļāļāļĨ āļāļĢāļī āļŦāļēāļĢāļāļĩ āļĄāļāļēāļ
1 MKT Organization structure
āđāļāļĢāļāļŠāļĢāđ āļēāļāļāļĩ āļĄāļāļēāļāļāļēāļĢāļāļĨāļēāļ
2 MKT Plan / Strategy
āđāļāļāļāļēāļĢāļāļĨāļēāļ āđāļĨāļ°āļāļĨāļĒāļļ āļāļāđ
3 MKT Budget
āļāļāļāļĢāļ°āļĄāļēāļāļāļēāļĢāļāļĨāļēāļ
4 Brand Plan
āđāļāļāļāļēāļĢāļŠāļĢāđ āļēāļāļāļĢāļēāļĒāļĩ āđ āļŦāđ āļ
5 Channel Strategy
āļāļĨāļĒāļļ āļāļāđ āļāļēāļĢāļāļą āļāļāļģāļŦāļāđ āļēāļĒ
6 Pricing Strategy, Structure
āļāļĨāļĒāļļ āļāļāđ āđāļĨāļ°āđāļāļĢāļāļŠāļĢāđ āļēāļāļĢāļēāļāļē
7 Promotional Strategy
āļāļĨāļĒāļļ āļāļāđ āļāļēāļĢāļŠāđ āļāđāļŠāļĢāļī āļĄāļāļēāļĢāļāļēāļĒ
8 MKT Information
āļāđ āļāļĄāļđ āļĨāļāļēāļĢāļāļĨāļēāļ
9 Online MKT Plan
āđāļāļāļāļēāļĢāļāļĨāļēāļāļāļāļāđāļĨāļāđ
10 New product development
āļāļą āļāļāļēāļŠāļī āļāļāđ āļēāđāļŦāļĄāđ
11 Develop MKT material
āļāļą āļāļāļēāļŠāļ· āđ āļāļāđ āļēāļāļāļēāļĢāļāļĨāļēāļ
12 Media plan
āđāļāļāļāļēāļĢāđāļāđ āļŠāļ· āđ āļ
13 Research
āļāļēāļāļ§āļī āļāļą āļĒ
14 Work with Agency
āļāļģāļāļēāļāļĢāđ āļ§āļĄāļāļą āļāļāļĢāļī āļĐāļą āļ Agency
15 Cooperate with other functions
āļāļĢāļ°āļŠāļēāļāļāļēāļāļāļą āļāļŠāđ āļ§āļāļāļēāļāļāļ· āđ āļ
Plan
āļ§āļēāļāđāļāļ
58. Strategic Solution
International
Copyright
MKT Job (āļāļēāļāļāļēāļāļāļēāļĢāļāļĨāļēāļ)
Implementation Evaulation&review Manage team
āļāļāļī āļāļą āļāļī āļāļĢāļ°āđāļĄāļī āļāļāļĨ āļāļĢāļī āļŦāļēāļĢāļāļĩ āļĄāļāļēāļ
1 MKT Organization structure
āđāļāļĢāļāļŠāļĢāđ āļēāļāļāļĩ āļĄāļāļēāļāļāļēāļĢāļāļĨāļēāļ
2 MKT Plan / Strategy
āđāļāļāļāļēāļĢāļāļĨāļēāļ āđāļĨāļ°āļāļĨāļĒāļļ āļāļāđ
3 MKT Budget
āļāļāļāļĢāļ°āļĄāļēāļāļāļēāļĢāļāļĨāļēāļ
4 Brand Plan
āđāļāļāļāļēāļĢāļŠāļĢāđ āļēāļāļāļĢāļēāļĒāļĩ āđ āļŦāđ āļ
5 Channel Strategy
āļāļĨāļĒāļļ āļāļāđ āļāļēāļĢāļāļą āļāļāļģāļŦāļāđ āļēāļĒ
6 Pricing Strategy, Structure
āļāļĨāļĒāļļ āļāļāđ āđāļĨāļ°āđāļāļĢāļāļŠāļĢāđ āļēāļāļĢāļēāļāļē
7 Promotional Strategy
āļāļĨāļĒāļļ āļāļāđ āļāļēāļĢāļŠāđ āļāđāļŠāļĢāļī āļĄāļāļēāļĢāļāļēāļĒ
8 MKT Information
āļāđ āļāļĄāļđ āļĨāļāļēāļĢāļāļĨāļēāļ
9 Online MKT Plan
āđāļāļāļāļēāļĢāļāļĨāļēāļāļāļāļāđāļĨāļāđ
10 New product development
āļāļą āļāļāļēāļŠāļī āļāļāđ āļēāđāļŦāļĄāđ
11 Develop MKT material
āļāļą āļāļāļēāļŠāļ· āđ āļāļāđ āļēāļāļāļēāļĢāļāļĨāļēāļ
12 Media plan
āđāļāļāļāļēāļĢāđāļāđ āļŠāļ· āđ āļ
13 Research
āļāļēāļāļ§āļī āļāļą āļĒ
14 Work with Agency
āļāļģāļāļēāļāļĢāđ āļ§āļĄāļāļą āļāļāļĢāļī āļĐāļą āļ Agency
15 Cooperate with other functions
āļāļĢāļ°āļŠāļēāļāļāļēāļāļāļą āļāļŠāđ āļ§āļāļāļēāļāļāļ· āđ āļ
Plan
āļ§āļēāļāđāļāļ
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Ideal Marketing Team
MD
Production
āļāļĨāļīāļ
Sales
āļāļēāļĒ
Marketing
āļāļēāļĢāļāļĨāļēāļ
F&A
āļāļąāļāļāļĩ āļāļēāļĢāđāļāļīāļ
HR
āļāļļāļāļāļĨ
Warehouse
āļāļĨāļąāļāļŠāļīāļāļāđāļē
60. Strategic Solution
International
Copyright
Ideal Marketing Team
MD
Commercial
āļŠāđāļ§āļāļāļļāļĢāļāļīāļ
Marketing
āļāļēāļĢāļāļĨāļēāļ
Sales
āļāļēāļĒ
Back
 office
āļŠāđāļ§āļāļŠāļāļąāļāļŠāļāļļāļ
Factory
āļāļĨāļīāļ
F&A
āļāļąāļāļāļĩ āļāļēāļĢāđāļāļīāļ
HR
āļāļļāļāļāļĨ
Warehouse
āļāļĨāļąāļāļŠāļīāļāļāđāļē
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Ideal Marketing Team
Corporate
 plan
āđāļāļāļāļļāļĢāļāļīāļ
Production
 Plan
āđāļāļāļāļēāļĢāļāļĨāļīāļ
Sales
 Plan
āđāļāļāļāļēāļĢāļāļēāļĒ
Marketing
 Plan
āđāļāļāļāļēāļĢāļāļĨāļēāļ
F&A
 plan
āđāļāļāļāļēāļĢāļāļąāļāļāļĩ āļāļēāļĢāđāļāļīāļ
HR
 Plan
āđāļāļāļāļēāļāļāļļāļāļāļĨ
Warehouse
 Plan
āđāļāļāļāļĨāļąāļāļŠāļīāļāļāđāļē
62. Strategic Solution
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Ideal Marketing Team
Corporate
 plan
āđāļāļāļāļļāļĢāļāļīāļ
Marketing
 Plan
āđāļāļāļāļēāļĢāļāļĨāļēāļ
Sales
 Plan
āđāļāļāļāļēāļĢāļāļēāļĒ
Production
 Plan
āđāļāļāļāļēāļĢāļāļĨāļīāļ
F&A
 Plan
āđāļāļāļāļēāļĢāļāļąāļāļāļĩ āļāļēāļĢāđāļāļīāļ
HR
 Plan
āđāļāļāļāļļāļāļāļĨ
Warehouse
 Plan
āđāļāļāļāļĨāļąāļāļŠāļīāļāļāđāļē
63. Strategic Solution
International
Copyright
Ideal Marketing Team
Corporate
 plan
āđāļāļāļāļļāļĢāļāļīāļ
Marketing
 Plan
āđāļāļāļāļēāļĢāļāļĨāļēāļ
Sales
 Plan
āđāļāļāļāļēāļĢāļāļēāļĒ
Production
 Plan
āđāļāļāļāļēāļĢāļāļĨāļīāļ
F&A
 Plan
āđāļāļāļāļēāļĢāļāļąāļāļāļĩ āļāļēāļĢāđāļāļīāļ
HR
 Plan
āđāļāļāļāļļāļāļāļĨ
Warehouse
 Plan
āđāļāļāļāļĨāļąāļāļŠāļīāļāļāđāļē
A
B
A
B
A
B
A
B
A
B
A
B
A
B
64. Strategic Solution
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Ideal Marketing Team
MD
Marketing
 Director
āļāļđāđāļāļģāļāļ§āļĒāļāļēāļĢāļāļēāļĢāļāļĨāļēāļ
Category
 A
āļāļĨāļļāđāļĄāļŠāļīāļāļāđāļē A
Product#1
āļŠāļīāļāļāđāļē#1
Product#2
āļŠāļīāļāļāđāļē#2
Category
 B
āļāļĨāļļāđāļĄāļŠāļīāļāļāđāļē B
Product#4
āļŠāļīāļāļāđāļē#4
Product#5
āļŠāļīāļāļāđāļē#5
Category
 C
āļāļĨāļļāđāļĄāļŠāļīāļāļāđāļē C
Product#6
āļŠāļīāļāļāđāļē#6
65. Strategic Solution
International
Copyright
Ideal Marketing Team
MD
Marketing
 Director
āļāļđāđāļāļģāļāļ§āļĒāļāļēāļĢāļāļēāļĢāļāļĨāļēāļ
Consumer
 MKT
āļāļēāļĢāļāļĨāļēāļāļāļđāđāļāļĢāļīāđāļ āļ
Category
 A
āļāļĨāļļāđāļĄāļŠāļīāļāļāđāļē A
Product#1
āļŠāļīāļāļāđāļē#1
Product#2
āļŠāļīāļāļāđāļē#2
Category
 B
āļāļĨāļļāđāļĄāļŠāļīāļāļāđāļē B
Product#3
āļŠāļīāļāļāđāļē#3
Trade
 MKT
āļāļēāļĢāļāļĨāļēāļāļāđāļāļāļāļēāļāļāļģāļŦāļāđāļēāļĒ
Channe#1
āļāđāļāļāļāļēāļ#1
Channel#2
āļāđāļāļāļāļēāļ#2
79. Strategic Solution
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P&L
General
Amount % Â change % Â change % Â change
Sales No.unit 10 10 0 11.77 17.65 10 0
Price/unit 10 9 -Â10 8.5 -Â15 10.5 5
Total  Sales 100 90 -Â10 100 0.0 105 5
COGS 40 40 0 40 0.0 40 0
Gross  profit 60 50 -Â17 60 0.0 65 8.3
Expense/Overhead Fixed 40 40 0 40 0.0 40 0
Variable 10 9 -Â10 10 0.0 11 5
10 1 -Â90 10 0.0 14.5 45
A B C
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Marketing Budget
1 2 3 4
Sales  āļĒāļāļāļāļēāļĒ 100 100 130 115.6
COGS Â āļāđ āļāļāļļ āļāļāļēāļĒ 60 60 78 69.4
Gross  Profit  āļāļģāđāļĢāđāļāļ· āđ āļāļāļāđ āļ 40 40 52 46.3
Expense  āļāđ āļēāđāļāđ āļāđ āļēāļĒ Fixed  āļāļāļāļĩ āđ MKT  budget  āļāļāļāļĢāļ°āļĄāļēāļāļāļēāļĢāļāļĨāļēāļ 0 5 5 5
Other  āļāļ· āđ āļāđ 20 20 20 20
Variable  āđāļāļĢāļāļą āļ 8 8 10.4 9.3
Profit  āļāļģāđāļĢāļŠāļļ āļāļāļī 12 7 16.6 12.0
1 2 3 4
Sales  āļĒāļāļāļāļēāļĒ 100 100 130 115.6
COGS Â āļāđ āļāļāļļ āļāļāļēāļĒ 60 60 78 69.4
Gross  Profit  āļāļģāđāļĢāđāļāļ· āđ āļāļāļāđ āļ 40 40 52 46.3
Expense  āļāđ āļēāđāļāđ āļāđ āļēāļĒ Fixed  āļāļāļāļĩ āđ MKT  budget  āļāļāļāļĢāļ°āļĄāļēāļāļāļēāļĢāļāļĨāļēāļ 0 5 5 5
Other  āļāļ· āđ āļāđ 10 10 20 20
Variable  āđāļāļĢāļāļą āļ 18 18 23.4 20.8
Profit  āļāļģāđāļĢāļŠāļļ āļāļāļī 12 7 3.6 0.4
1 2 3 4
Sales  āļĒāļāļāļāļēāļĒ 100 100 175 168.2
COGS Â āļāđ āļāļāļļ āļāļāļēāļĒ 60 60 105 100.9
Gross  Profit  āļāļģāđāļĢāđāļāļ· āđ āļāļāļāđ āļ 40 40 70 67.3
Expense  āļāđ āļēāđāļāđ āļāđ āļēāļĒ Fixed  āļāļāļāļĩ āđ MKT  budget  āļāļāļāļĢāļ°āļĄāļēāļāļāļēāļĢāļāļĨāļēāļ 0 5 5 5
Other  āļāļ· āđ āļāđ 10 10 20 20
Variable  āđāļāļĢāļāļą āļ 18 18 31.5 30.272
Profit  āļāļģāđāļĢāļŠāļļ āļāļāļī 12 7 13.5 12
A
B
C
81. Strategic Solution
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Marketing Budget
1 2 Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â 3 Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â 4 Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â
Sales  āļĒāļāļāļāļēāļĒ 100 100,000,000    50,000,000      300,000,000   Â
COGS Â āļāđ āļāļāļļ āļāļāļēāļĒ 60 60,000,000 Â Â Â Â Â 30,000,000 Â Â Â Â Â 180,000,000 Â Â Â
Gross  Profit  āļāļģāđāļĢāđāļāļ· āđ āļāļāļāđ āļ 40 40,000,000      20,000,000      120,000,000    40.0  Â
Expense  āļāđ āļēāđāļāđ āļāđ āļēāļĒ Fixed  āļāļāļāļĩ āđ MKT  budget  Brand  building  āļŠāļĢāđ āļēāļāļāļĢāļēāļĒāļĩ āđ āļŦāđ āļ 2 2,000,000       1,000,000       6,000,000       2.0    Â
āļāļāļāļēāļĢāļāļĨāļēāļ To  generate  Sales  āļŠāļĢāđ āļēāļāļĒāļāļāļāļēāļĒ 3 3,000,000       1,500,000       9,000,000       3.0    Â
Other  āļāļ· āđ āļāđ 17 17,000,000      17,000,000      17,000,000      5.7    Â
Variable  āđāļāļĢāļāļą āļ 8 8,000,000       4,000,000       24,000,000      8.0    Â
Profit  āļāļģāđāļĢāļŠāļļ āļāļāļī 10 10,000,000      3,500,000-       64,000,000      21.3  Â
D
82. Strategic Solution
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Marketing Budget
1 MKT Organization structure
āđāļāļĢāļāļŠāļĢāđ āļēāļāļāļĩ āļĄāļāļēāļāļāļēāļĢāļāļĨāļēāļ
2 MKT Plan / Strategy
āđāļāļāļāļēāļĢāļāļĨāļēāļ āđāļĨāļ°āļāļĨāļĒāļļ āļāļāđ
3 MKT Budget
āļāļāļāļĢāļ°āļĄāļēāļāļāļēāļĢāļāļĨāļēāļ
4 Brand Plan
āđāļāļāļāļēāļĢāļŠāļĢāđ āļēāļāļāļĢāļēāļĒāļĩ āđ āļŦāđ āļ
5 Channel Strategy
āļāļĨāļĒāļļ āļāļāđ āļāļēāļĢāļāļą āļāļāļģāļŦāļāđ āļēāļĒ
6 Pricing Strategy, Structure
āļāļĨāļĒāļļ āļāļāđ āđāļĨāļ°āđāļāļĢāļāļŠāļĢāđ āļēāļāļĢāļēāļāļē
7 Promotional Strategy
āļāļĨāļĒāļļ āļāļāđ āļāļēāļĢāļŠāđ āļāđāļŠāļĢāļī āļĄāļāļēāļĢāļāļēāļĒ
8 MKT Information
āļāđ āļāļĄāļđ āļĨāļāļēāļĢāļāļĨāļēāļ
9 Online MKT Plan
āđāļāļāļāļēāļĢāļāļĨāļēāļāļāļāļāđāļĨāļāđ
10 New product development
āļāļą āļāļāļēāļŠāļī āļāļāđ āļēāđāļŦāļĄāđ
11 Develop MKT material
āļāļą āļāļāļēāļŠāļ· āđ āļāļāđ āļēāļāļāļēāļĢāļāļĨāļēāļ
12 Media plan
āđāļāļāļāļēāļĢāđāļāđ āļŠāļ· āđ āļ
13 Research
āļāļēāļāļ§āļī āļāļą āļĒ
14 Work with Agency
āļāļģāļāļēāļāļĢāđ āļ§āļĄāļāļą āļāļāļĢāļī āļĐāļą āļ Agency
15 Cooperate with other functions
āļāļĢāļ°āļŠāļēāļāļāļēāļāļāļą āļāļŠāđ āļ§āļāļāļēāļāļāļ· āđ āļ
84. Strategic Solution
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Business
 Plan
 Development
 Process
Â
Understand Ourselves / Market / Trend
Corporate Long Term Business Plan
Vision
 /
 Mission
Long
 Term
 Business
 Objective
 â 5
 Years
Long
 Term
 Business
 Strategy
 â 5
 Years
Long
 Term
 Working
 Target
 â 5
 Years
Corporate Short Term Business Plan
Business
 Objective
 â 1
 Year
Business
 Strategy
 â 1
 Year
Working
 Target
 â 1
 Year
85. Strategic Solution
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Business
 Plan
 Development
 Process
Understand Ourselves / Market / Trend
Functional Long Term Business Plan
Long
 Term
 Business
 Objective
 â 5
 Years
Long
 Term
 Business
 Strategy
 â 5
 Years
Long
 Term
 Working
 Target
 â 5
 Years
Functional Short Term Business Plan
Business
 Objective
 â 1
 Year
Business
 Strategy
 â 1
 Year
Working
 Target
 â 1
 Year
86. Strategic Solution
International
Copyright
Business
 Plan
 Development
 Process
Understand Ourselves / Market / Trend
Corporate Long Term Business Plan
Vision
 /
 Mission
Long
 Term
 Business
 Objective
 â 5
 Years
Long
 Term
 Business
 Strategy
 â 5
 Years
Long
 Term
 Working
 Target
 â 5
 Years
Corporate Short Term Business Plan
Business
 Objective
 â 1
 Year
Business
 Strategy
 â 1
 Year
Working
 Target
 â 1
 Year
Understand Ourselves / Market / Trend
Functional Long Term Business Plan
Long
 Term
 Business
 Objective
 â 5
 Years
Long
 Term
 Business
 Strategy
 â 5
 Years
Long
 Term
 Working
 Target
 â 5
 Years
Functional Short Term Business Plan
Business
 Objective
 â 1
 Year
Business
 Strategy
 â 1
 Year
Working
 Target
 â 1
 Year
Understand Ourselves / Market / Trend
Functional Long Term Business Plan
Long
 Term
 Business
 Objective
 â 5
 Years
Long
 Term
 Business
 Strategy
 â 5
 Years
Long
 Term
 Working
 Target
 â 5
 Years
Functional Short Term Business Plan
Business
 Objective
 â 1
 Year
Business
 Strategy
 â 1
 Year
Working
 Target
 â 1
 Year
Understand Ourselves / Market / Trend
Functional Long Term Business Plan
Long
 Term
 Business
 Objective
 â 5
 Years
Long
 Term
 Business
 Strategy
 â 5
 Years
Long
 Term
 Working
 Target
 â 5
 Years
Functional Short Term Business Plan
Business
 Objective
 â 1
 Year
Business
 Strategy
 â 1
 Year
Working
 Target
 â 1
 Year
87. Strategic Solution
International
Copyright
Long term Business Plan
5 years
Year#0 Year#1 Year#2 Year#3 Year#4 Year#5 Year#6 Year#7 Year#8 Year#9 Year#10
Long  term  business  plan#5
Long  term  business  plan#1
Long  term  business  plan#3
Long  term  business  plan#4
Long  term  business  plan  #2
89. Strategic Solution
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Copyright
Long term Business Plan
5 years
Q3 July
Q3 Aug Q4 Nov
Q3 Sept Q4 Nov
Q4 Oct Q4 Nov
Long  term  Plan
next  3-Â5  years
Next  year  Plan
12 Â months
āđāļāļāļĢāļ°āļĒāļ°āļĒāļēāļ§ āđāļāļāļāļĩ āļŦāļāđ āļē
91. Strategic Solution
International
Copyright
āđāļāđāļēāļŦāļĄāļēāļĒ āđāļĨāļ°āļāļĨāļĒāļļāļāļāđ (āļāļ + āļ§āļīāļāļĩāđāļāļāļķāļāļāļ)
Objective
 &
 Topline Strategy
āļ§āļīāļāļĩāđāļāļāļķāļāļāļ
1. _________________ ________
2. _________________ ________
3. _________________ ________
4. _________________ ________
5. _________________ ________
āļāļ
A. __________________ _____
B. __________________ _____
C. __________________ _____
92. Strategic Solution
International
Copyright
āđāļāđāļēāļŦāļĄāļēāļĒ āđāļĨāļ°āļāļĨāļĒāļļāļāļāđ (āļāļ + āļ§āļīāļāļĩāđāļāļāļķāļāļāļ)
Objective
 &
 Topline Strategy
āļāļĩāļāļĩāđ 1
āļāļĩāļāļĩāđ 3
āļāļĩāļāļĩāđ 5
āļāļ
A. ______________ _____
B. ______________ _____
C. ______________ _____
āļ§āļīāļāļĩāđāļāļāļķāļāļāļ
1 _____________________
Â
Â
Â
 ______
2 _____________________
Â
Â
Â
 ______
3 _____________________
Â
Â
Â
 ______
4 _____________________
Â
Â
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 ______
5 _____________________
Â
Â
Â
 ______
āļ§āļīāļāļĩāđāļāļāļķāļāļāļ
1 _____________________
Â
Â
Â
 ______
2 _____________________
Â
Â
Â
 ______
3 _____________________
Â
Â
Â
 ______
4 _____________________
Â
Â
Â
 ______
5 _____________________
Â
Â
Â
 ______
āļ§āļīāļāļĩāđāļāļāļķāļāļāļ
1_____________________
Â
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 ______
2_____________________
Â
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 ______
3_____________________
Â
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 ______
4_____________________
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 ______
5_____________________
Â
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Â
 ______
āļāļ
A. ______________ _____
B. ______________ _____
C. ______________ _____
āļāļ
A. ______________ _____
B. ______________ _____
C. ______________ _____
93. Strategic Solution
International
Copyright
āđāļāđāļēāļŦāļĄāļēāļĒ āđāļĨāļ°āļāļĨāļĒāļļāļāļāđ (āļāļ + āļ§āļīāļāļĩāđāļāļāļķāļāļāļ)
Objective
 &
 Topline Strategy
3
 āđāļāļ·āļāļ
6
 āđāļāļ·āļāļ
12
 āđāļāļ·āļāļ
āļāļ
3A. ______________ _____
3B. ______________ _____
3C. ______________ _____
āļ§āļīāļāļĩāđāļāļāļķāļāļāļ
3.1 _____________________
Â
Â
Â
 ______
3.2 _____________________
Â
Â
Â
 ______
3.3 _____________________
Â
Â
Â
 ______
3.4 _____________________
Â
Â
Â
 ______
3.5 _____________________
Â
Â
Â
 ______
āļ§āļīāļāļĩāđāļāļāļķāļāļāļ
6.1 _____________________
Â
Â
Â
 ______
6.2 _____________________
Â
Â
Â
 ______
6.3 _____________________
Â
Â
Â
 ______
6.4 _____________________
Â
Â
Â
 ______
6.5 _____________________
Â
Â
Â
 ______
āļ§āļīāļāļĩāđāļāļāļķāļāļāļ
12.1_____________________
Â
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Â
 ______
12.2_____________________
Â
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 ______
12.3_____________________
Â
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 ______
12.4_____________________
Â
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 ______
12.5_____________________
Â
Â
Â
 ______
āļāļ
6A. ______________ _____
6B. ______________ _____
6C. ______________ _____
āļāļ
12A. ______________ _____
12B. ______________ _____
12C. ______________ _____
109. Strategic Solution
International
Copyright
Long term Plan 5 years āđāļāļāļāļļāļĢāļāļīāļāļĢāļ°āļĒāļ°āļĒāļēāļ§ 5 āļ
Year#-2 Year#-1 Year#0 Year#1 Year#2 Year#3 Year#4 Year#5
Current
Target āđāļāđ āļēāļŦāļĄāļēāļĒ Market size āļāļāļēāļāļāļĨāļēāļ Mio.baht
Market growth āļāļēāļĢāđāļāļī āļāđāļ %
Baht
Market share āļŠāđ āļ§āļāđāļāđ āļāļāļĨāļēāļ %
Sales āļĒāļāļāļāļēāļĒ Mio.baht
Growth āļāļēāļĢāđāļāļī āļāđāļ %
Baht
Profit āļāļģāđāļĢ %
Baht
110. Strategic Solution
International
Copyright
Long term Plan 5 years āđāļāļāļāļļāļĢāļāļīāļāļĢāļ°āļĒāļ°āļĒāļēāļ§ 5 āļ
Year#-2 Year#-1 Year#0 Year#1 Year#2 Year#3 Year#4 Year#5
Current
How to āļ§āļī āļāļĩ Sales āļĒāļāļāļāļēāļĒ Channe āļāđ āļāļāļāļēāļl#1
Channe āļāđ āļāļāļāļēāļl#2
Channe āļāđ āļāļāļāļēāļl#3
Channe āļāđ āļāļāļāļēāļl#4
Total 100%
Channe āļāđ āļāļāļāļēāļl#1 Mio.baht
Channe āļāđ āļāļāļāļēāļl#2 Mio.baht
Channe āļāđ āļāļāļāļēāļl#3 Mio.baht
Channe āļāđ āļāļāļāļēāļl#4 Mio.baht
Total Mio.baht
Sales āļĒāļāļāļāļēāļĒ Domestic āđāļāļāļĢāļ°āđāļāļĻ
International āļāđ āļēāļāļāļĢāļ°āđāļāļĻ
Total 100%
Domestic āđāļāļāļĢāļ°āđāļāļĻ
International āļāđ āļēāļāļāļĢāļ°āđāļāļĻ
Total Mio.baht
Sales āļĒāļāļāļāļēāļĒ Domestic āđāļāļāļĢāļ°āđāļāļĻ BKK āļāļĢāļļ āļāđāļāļāļŊ
Upcountry āļāļāļ§. North
South
NE
Central
Total 100%
Sales āļĒāļāļāļāļēāļĒ Domestic āđāļāļāļĢāļ°āđāļāļĻ BKK āļāļĢāļļ āļāđāļāļāļŊ Mio.baht
Upcountry āļāļāļ§. North Mio.baht
South Mio.baht
NE Mio.baht
Central Mio.baht
Total Mio.baht
Sales āļĒāļāļāļāļēāļĒ International āļāđ āļēāļāļāļĢāļ°āđāļāļĻ Country āļāļĢāļ°āđāļāļĻ#1
Country āļāļĢāļ°āđāļāļĻ#2
Country āļāļĢāļ°āđāļāļĻ#3
Country āļāļĢāļ°āđāļāļĻ#4
Country āļāļĢāļ°āđāļāļĻ#5
Country āļāļĢāļ°āđāļāļĻ#6
Total 100%
Sales āļĒāļāļāļāļēāļĒ International āļāđ āļēāļāļāļĢāļ°āđāļāļĻ Country āļāļĢāļ°āđāļāļĻ#1 Mio.baht
Country āļāļĢāļ°āđāļāļĻ#2 Mio.baht
Country āļāļĢāļ°āđāļāļĻ#3 Mio.baht
Country āļāļĢāļ°āđāļāļĻ#4 Mio.baht
Country āļāļĢāļ°āđāļāļĻ#5 Mio.baht
Country āļāļĢāļ°āđāļāļĻ#6 Mio.baht
Total Mio.baht
116. Strategic Solution
International
Copyright
Ideal Marketing Team
MD
Marketing
 Director
āļāļđāđāļāļģāļāļ§āļĒāļāļēāļĢāļāļēāļĢāļāļĨāļēāļ
Category
 A
āļāļĨāļļāđāļĄāļŠāļīāļāļāđāļē A
Product#1
āļŠāļīāļāļāđāļē#1
Product#2
āļŠāļīāļāļāđāļē#2
Category
 B
āļāļĨāļļāđāļĄāļŠāļīāļāļāđāļē B
Product#4
āļŠāļīāļāļāđāļē#4
Product#5
āļŠāļīāļāļāđāļē#5
Category
 C
āļāļĨāļļāđāļĄāļŠāļīāļāļāđāļē C
Product#6
āļŠāļīāļāļāđāļē#6
130. Strategic Solution
International
Copyright
Target group āļāļĨāļļāļĄāđāļāļēāļŦāļĄāļēāļĒ
Consumer āļāļđāđ āļāļĢāļī āđāļ āļ Primary Gender āđāļāļĻ Car āļĢāļāļĒāļāļāđ First use āđāļāđ āļāļĢāļąāđāļāđāļĢāļ Repeat āļāļ· āđ āļāļāđ āļģ
āļāļĨāļļāđ āļĄāļŦāļĨāļą āļ Age āļāļēāļĒāļļ House type āļāđ āļēāļ #1 #1
Education āļāļēāļĢāļĻāļķ āļāļĐāļē Single / Married āđāļŠāļ/ āđāļāđ āļāļāļēāļ #2 #2
Occupation āļāļēāļāļĩ āļ No.kid āļāļģāļāļ§āļāļāļļ āļāļĢ #3 #3
Income / mth āļĢāļēāļĒāđāļāđ / āđāļāļ· āļāļ Kid age āļāļēāļĒāļļ āļāļļ āļāļĢ #4 #4
BKK / Upcountry āļāļāļĄ. / āļāļāļ§. Hobby āļāļēāļāļāļāļī āđāļĢāļ #5 #5
Internet access āđāļāđ Internet
Estimated number
āļāļĢāļ°āļĄāļēāļāļāļēāļĢāļāļģāļāļ§āļ
Secondary Gender Car Key factor to select Brand
āļāļĨāļļāđ āļĄāļĢāļāļ Age House type First use Repeat
Education Single / Married #1 #1
Occupation No.kid #2 #2
Income / mth Kid age #3 #3
BKK / Upcountry Hobby #4 #4
Internet access #5 #5
Estimated number
131. Strategic Solution
International
Copyright
Target group āļāļĨāļļāļĄāđāļāļēāļŦāļĄāļēāļĒ
Customer āļĨāļđ āļāļāđ āļēāļāļāļāđ āļāļĢ Primary Company āļāļĢāļī āļĐāļą āļ Person āļāļļ āļāļāļĨ Key factor to select Brand
(Corporate) āļāļĨāļļāđ āļĄāļŦāļĨāļą āļ Business sector āļāļĨāļļāđ āļĄāļāļļ āļĢāļāļī āļ Department āđāļāļāļ First use Repeat
Business size āļāļāļēāļāļāļļ āļĢāļāļī āļ Function āļŠāđ āļ§āļāļāļēāļ #1 #1
Business type āļāļĢāļ°āđāļ āļāļāļļ āļĢāļāļī āļ Local / International Level āļĢāļ°āļāļą āļ Junior / Senior staff #2 #2
Location āļāļĩ āđ āļāļąāđ āļ BKK / Upcountry #3 #3
Current product use āļŠāļī āļāļāđ āļēāļāļĩ āđ āđāļāđ āļāļĒāļđāđ #4 #4
Estimated number #5 #5
āļāļĢāļ°āļĄāļēāļāļāļēāļĢāļāļģāļāļ§āļ
Secondary Company Person Key factor to select Brand
āļāļĨāļļāđ āļĄāļĢāļāļ Business sector Department First use Repeat
Business size Function #1 #1
Business type Local / International Level Junior / Senior staff #2 #2
Location BKK / Upcountry #3 #3
Current product use #4 #4
Estimated number #5 #5
142. Strategic Solution
International
Copyright
Positioning āļāđāļēāđāļŦāļāļāļāļēāļāļāļēāļĢāļāļĨāļēāļāļāļĩāđāļāļĩ
1. Our strength āđāļāļāļāļļāļāđāļāđāļāļāļāļāđāļĢāļēāļāļđāđāļāļāļāļēāļĄāđāļĢāļēāļĒāļēāļ
2. Key factor that Target group select Brand
āļāļāļāļąāļĒāļāļĩāđāļāļĨāļļāļĄāđāļāļēāļŦāļĄāļēāļĒāđāļĨāļ·āļāļ
- First use āđāļāļāļĢāļąāđāļāđāļĢāļ
- Repeat āļāļ·āđāļāļāđāđāļē
3. Room - Clearly different from other competitor
āļĄāļĩāļāļāļāļ§āļēāļāļāļĩāđāđāļāļāļāļēāļāļāļąāļāļāļđāđāļāļāļāļąāļāđāļāļ
4. Easy to present āļŠāļĢāļēāļāļ āļēāļāđāļāļāļēāļĒ / āļāļąāļāđāļāļ
5. Can be in very long term - 30 years āđāļāđāļāļāļēāļāļĄāļēāļāđ 30 āļ
6. Big enough for current and future business
āđāļŦāļāđāļāļĩāļĒāļāļāļāļŠāđāļēāļŦāļĢāļąāļāļāđāļēāļāļļāļĢāļāļīāļāđāļāļĢāļ°āļĒāļ°āļĒāļēāļ§
145. Strategic Solution
International
Copyright
Product Long term Plan 5 years āđāļāļāļŠāļīāļāļāļē 5 āļ
Year#-2 Year#-1 Year#0 Year#1 Year#2 Year#3 Year#4 Year#5
Current
Target āđāļāđ āļēāļŦāļĄāļēāļĒ Market size āļāļāļēāļāļāļĨāļēāļ Mio.baht
Market growth āļāļēāļĢāđāļāļī āļāđāļ %
Baht
Market share āļŠāđ āļ§āļāđāļāđ āļāļāļĨāļēāļ %
Sales āļĒāļāļāļāļēāļĒ Mio.baht
Growth āļāļēāļĢāđāļāļī āļāđāļ %
Baht
Profit āļāļģāđāļĢ %
Baht
146. Strategic Solution
International
Copyright
Year#-2 Year#-1 Year#0 Year#1 Year#2 Year#3 Year#4 Year#5
Current
How to āļ§āļī āļāļĩ Sales āļĒāļāļāļāļēāļĒ Channe āļāđ āļāļāļāļēāļl#1
Channe āļāđ āļāļāļāļēāļl#2
Channe āļāđ āļāļāļāļēāļl#3
Channe āļāđ āļāļāļāļēāļl#4
Total 100%
Channe āļāđ āļāļāļāļēāļl#1 Mio.baht
Channe āļāđ āļāļāļāļēāļl#2 Mio.baht
Channe āļāđ āļāļāļāļēāļl#3 Mio.baht
Channe āļāđ āļāļāļāļēāļl#4 Mio.baht
Total Mio.baht
Sales āļĒāļāļāļāļēāļĒ Domestic āđāļāļāļĢāļ°āđāļāļĻ
International āļāđ āļēāļāļāļĢāļ°āđāļāļĻ
Total 100%
Domestic āđāļāļāļĢāļ°āđāļāļĻ
International āļāđ āļēāļāļāļĢāļ°āđāļāļĻ
Total Mio.baht
Sales āļĒāļāļāļāļēāļĒ Domestic āđāļāļāļĢāļ°āđāļāļĻ BKK āļāļĢāļļ āļāđāļāļāļŊ
Upcountry āļāļāļ§. North
South
NE
Central
Total 100%
Sales āļĒāļāļāļāļēāļĒ Domestic āđāļāļāļĢāļ°āđāļāļĻ BKK āļāļĢāļļ āļāđāļāļāļŊ Mio.baht
Upcountry āļāļāļ§. North Mio.baht
South Mio.baht
NE Mio.baht
Central Mio.baht
Total Mio.baht
Sales āļĒāļāļāļāļēāļĒ International āļāđ āļēāļāļāļĢāļ°āđāļāļĻ Country āļāļĢāļ°āđāļāļĻ#1
Country āļāļĢāļ°āđāļāļĻ#2
Country āļāļĢāļ°āđāļāļĻ#3
Country āļāļĢāļ°āđāļāļĻ#4
Country āļāļĢāļ°āđāļāļĻ#5
Country āļāļĢāļ°āđāļāļĻ#6
Total 100%
Sales āļĒāļāļāļāļēāļĒ International āļāđ āļēāļāļāļĢāļ°āđāļāļĻ Country āļāļĢāļ°āđāļāļĻ#1 Mio.baht
Country āļāļĢāļ°āđāļāļĻ#2 Mio.baht
Country āļāļĢāļ°āđāļāļĻ#3 Mio.baht
Country āļāļĢāļ°āđāļāļĻ#4 Mio.baht
Country āļāļĢāļ°āđāļāļĻ#5 Mio.baht
Country āļāļĢāļ°āđāļāļĻ#6 Mio.baht
Total Mio.baht
Product Long term Plan 5 years āđāļāļāļŠāļīāļāļāļē 5 āļ
149. Strategic Solution
International
Copyright
Marketing Plan
āđāļāļāļāļēāļĢāļāļĨāļēāļ
āļ§āļīāļāļĩāđāļāļāļķāļāļāļ
1. Target
 group
 āļāļĨāļļāđāļĄāđāļāđāļēāļŦāļĄāļēāļĒ____________________
2. Positioning
 āļāļģāđāļŦāļāđāļāļāļēāļāļāļēāļĢāļāļĨāļēāļ_________________
3. Product
 āļŠāļīāļāļāđāļē_____________________________
4. Price
 āļĢāļēāļāļē________________________________
5. Distribution
 āļāđāļāļāļāļēāļ_________________________
6. Promotion
 āļŠāđāļāđāļŠāļĢāļīāļĄ__________________________
āļāļ
A. Sales
 āļĒāļāļāļāļēāļĒ _____
B. Profit
 āļāļģāđāļĢ _____
C. Market
 Share
 āļŠāđāļ§āļāđāļāđāļāļāļēāļĢāļāļĨāļēāļ_____
D. Brand
 awareness
 āļāļĢāļēāļŠāļīāļāļāđāļē _____
158. Strategic Solution
International
Copyright
Target P & L
āļāļāļāļģāđāļĢāļāļēāļāļāļļāļāđāļāđāļēāļŦāļĄāļēāļĒ
5 years
Sample Current Target  5  years Target  1  year
Sales  āļĒāļāļāļāļēāļĒ 100
COGS Â āļāđ āļāļāļļ āļāļāļēāļĒ 60
Gross  Profit  āļāļģāđāļĢāđāļāļ· āđ āļāļāļāđ āļ 40
Expense  āļāđ āļēāđāļāđ āļāđ āļēāļĒ Fixed  āļāļāļāļĩ āđ MKT  budget  Brand  building  āļŠāļĢāđ āļēāļāļāļĢāļēāļĒāļĩ āđ āļŦāđ āļ 2
āļāļāļāļēāļĢāļāļĨāļēāļ To  generate  Sales  āļŠāļĢāđ āļēāļāļĒāļāļāļāļēāļĒ 3
Other  āļāļ· āđ āļāđ 17
Variable  āđāļāļĢāļāļą āļ 8
Profit  āļāļģāđāļĢāļŠāļļ āļāļāļī 10
Total
 Company
Â
159. Strategic Solution
International
Copyright
Target P & L
āļāļāļāļģāđāļĢāļāļēāļāļāļļāļāđāļāđāļēāļŦāļĄāļēāļĒ
5 years
By
 product
Sample Product#1 Product#2 Product#3 Product#4 Product#5
Sales  āļĒāļāļāļāļēāļĒ 100
COGS Â āļāđ āļāļāļļ āļāļāļēāļĒ 60
Gross  Profit  āļāļģāđāļĢāđāļāļ· āđ āļāļāļāđ āļ 40
Expense  āļāđ āļēāđāļāđ āļāđ āļēāļĒ Fixed  āļāļāļāļĩ āđ MKT  budget  Brand  building  āļŠāļĢāđ āļēāļāļāļĢāļēāļĒāļĩ āđ āļŦāđ āļ 2
āļāļāļāļēāļĢāļāļĨāļēāļ To  generate  Sales  āļŠāļĢāđ āļēāļāļĒāļāļāļāļēāļĒ 3
Other  āļāļ· āđ āļāđ 17
Variable  āđāļāļĢāļāļą āļ 8
Profit  āļāļģāđāļĢāļŠāļļ āļāļāļī 10
166. Strategic Solution
International
Copyright
Target P & L
āļāļāļāļģāđāļĢāļāļēāļāļāļļāļāđāļāđāļēāļŦāļĄāļēāļĒ
5 years
Sample Current Target  5  years Target  1  year
Sales  āļĒāļāļāļāļēāļĒ 100
COGS Â āļāđ āļāļāļļ āļāļāļēāļĒ 60
Gross  Profit  āļāļģāđāļĢāđāļāļ· āđ āļāļāļāđ āļ 40
Expense  āļāđ āļēāđāļāđ āļāđ āļēāļĒ Fixed  āļāļāļāļĩ āđ MKT  budget  Brand  building  āļŠāļĢāđ āļēāļāļāļĢāļēāļĒāļĩ āđ āļŦāđ āļ 2
āļāļāļāļēāļĢāļāļĨāļēāļ To  generate  Sales  āļŠāļĢāđ āļēāļāļĒāļāļāļāļēāļĒ 3
Other  āļāļ· āđ āļāđ 17
Variable  āđāļāļĢāļāļą āļ 8
Profit  āļāļģāđāļĢāļŠāļļ āļāļāļī 10
Total
 Company
Â
167. Strategic Solution
International
Copyright
Target P & L
āļāļāļāļģāđāļĢāļāļēāļāļāļļāļāđāļāđāļēāļŦāļĄāļēāļĒ
5 years
By
 product
Sample Product#1 Product#2 Product#3 Product#4 Product#5
Sales  āļĒāļāļāļāļēāļĒ 100
COGS Â āļāđ āļāļāļļ āļāļāļēāļĒ 60
Gross  Profit  āļāļģāđāļĢāđāļāļ· āđ āļāļāļāđ āļ 40
Expense  āļāđ āļēāđāļāđ āļāđ āļēāļĒ Fixed  āļāļāļāļĩ āđ MKT  budget  Brand  building  āļŠāļĢāđ āļēāļāļāļĢāļēāļĒāļĩ āđ āļŦāđ āļ 2
āļāļāļāļēāļĢāļāļĨāļēāļ To  generate  Sales  āļŠāļĢāđ āļēāļāļĒāļāļāļāļēāļĒ 3
Other  āļāļ· āđ āļāđ 17
Variable  āđāļāļĢāļāļą āļ 8
Profit  āļāļģāđāļĢāļŠāļļ āļāļāļī 10
174. Strategic Solution
International
Copyright
Trend in my industry āđāļāļ§āđāļāđāļĄāđāļāļāļļāļāļŠāļēāļŦāļāļĢāļĢāļĄ
- 0 + Identified Opportunity āđāļāļāļēāļŠ Possible Obstracle āļāļļ āļāļŠāļĢāļĢāļ Strategy āļāļĨāļĒāļļ āļāļāđ
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
175. Strategic Solution
International
Copyright
Long term Plan 5 years āđāļāļāļāļļāļĢāļāļīāļāļĢāļ°āļĒāļ°āļĒāļēāļ§ 5 āļ
Year#-2 Year#-1 Year#0 Year#1 Year#2 Year#3 Year#4 Year#5
Current
Target āđāļāđ āļēāļŦāļĄāļēāļĒ Market size āļāļāļēāļāļāļĨāļēāļ Mio.baht
Market growth āļāļēāļĢāđāļāļī āļāđāļ %
Baht
Market share āļŠāđ āļ§āļāđāļāđ āļāļāļĨāļēāļ %
Sales āļĒāļāļāļāļēāļĒ Mio.baht
Growth āļāļēāļĢāđāļāļī āļāđāļ %
Baht
Profit āļāļģāđāļĢ %
Baht
176. Strategic Solution
International
Copyright
Long term Plan 5 years āđāļāļāļāļļāļĢāļāļīāļāļĢāļ°āļĒāļ°āļĒāļēāļ§ 5 āļ
Year#-2 Year#-1 Year#0 Year#1 Year#2 Year#3 Year#4 Year#5
Current
How to āļ§āļī āļāļĩ Sales āļĒāļāļāļāļēāļĒ Channe āļāđ āļāļāļāļēāļl#1
Channe āļāđ āļāļāļāļēāļl#2
Channe āļāđ āļāļāļāļēāļl#3
Channe āļāđ āļāļāļāļēāļl#4
Total 100%
Channe āļāđ āļāļāļāļēāļl#1 Mio.baht
Channe āļāđ āļāļāļāļēāļl#2 Mio.baht
Channe āļāđ āļāļāļāļēāļl#3 Mio.baht
Channe āļāđ āļāļāļāļēāļl#4 Mio.baht
Total Mio.baht
Sales āļĒāļāļāļāļēāļĒ Domestic āđāļāļāļĢāļ°āđāļāļĻ
International āļāđ āļēāļāļāļĢāļ°āđāļāļĻ
Total 100%
Domestic āđāļāļāļĢāļ°āđāļāļĻ
International āļāđ āļēāļāļāļĢāļ°āđāļāļĻ
Total Mio.baht
Sales āļĒāļāļāļāļēāļĒ Domestic āđāļāļāļĢāļ°āđāļāļĻ BKK āļāļĢāļļ āļāđāļāļāļŊ
Upcountry āļāļāļ§. North
South
NE
Central
Total 100%
Sales āļĒāļāļāļāļēāļĒ Domestic āđāļāļāļĢāļ°āđāļāļĻ BKK āļāļĢāļļ āļāđāļāļāļŊ Mio.baht
Upcountry āļāļāļ§. North Mio.baht
South Mio.baht
NE Mio.baht
Central Mio.baht
Total Mio.baht
Sales āļĒāļāļāļāļēāļĒ International āļāđ āļēāļāļāļĢāļ°āđāļāļĻ Country āļāļĢāļ°āđāļāļĻ#1
Country āļāļĢāļ°āđāļāļĻ#2
Country āļāļĢāļ°āđāļāļĻ#3
Country āļāļĢāļ°āđāļāļĻ#4
Country āļāļĢāļ°āđāļāļĻ#5
Country āļāļĢāļ°āđāļāļĻ#6
Total 100%
Sales āļĒāļāļāļāļēāļĒ International āļāđ āļēāļāļāļĢāļ°āđāļāļĻ Country āļāļĢāļ°āđāļāļĻ#1 Mio.baht
Country āļāļĢāļ°āđāļāļĻ#2 Mio.baht
Country āļāļĢāļ°āđāļāļĻ#3 Mio.baht
Country āļāļĢāļ°āđāļāļĻ#4 Mio.baht
Country āļāļĢāļ°āđāļāļĻ#5 Mio.baht
Country āļāļĢāļ°āđāļāļĻ#6 Mio.baht
Total Mio.baht