Rongthai International Company Limited is the Importer and Distributor of Branded Shoes "BAOJI" for more than 10 years and the company wants to increase sales and profits from the shoes business. Therefore, the company studies and adjusts the various strategies on the overall marketing planning as the following summary:- Corporate Strategy – The selected strategy is the expanded marketing penetration strategy that focuses on specific market segments, more marketing penetration and sales increasing from existing customers, that is, the Teenage Group and the Started Working Group. Business Strategy – The selected strategy is to seek the resources of the low-cost production in order to produce more products with the low costs to the Economy of Scale in the future including the development of inventory management at the appropriate level to reduce the storage costs, the lack stock of products and sales opportunity loss or the excessive products which are deteriorated and obsolete. While the Marketing Mix Strategy comprises of the Product Strategy that focuses on the design for comfortable wearing, and modern design with the affordable price, the Price Strategy under the Value-Based Pricing, the Place Strategy with improved decoration or prominent and categorized presentation, and the Promotion Strategy with the marketing system as advertising and sales promotion approaching the target groups thoroughly and continuously. To pursue the Marketing Strategic Planning, the company will take the marketing budgets by 10 percent of the revenue that is increased every year by targeting revenue from sales growth 60% and have a net profit per income not less than 15 percent.
