กลยุทธ์การจัดทำแผนการตลาดเพื่อเพิ่มมูลค่าคลังสินค้าในเขตปลอดอากร / ณรงค์ ทำประโยชน์=Marketing strategy plan for value added free zone warehouse / Narong Tumprayoth
This project was created for the purpose of developing Lenotre’s Marketing Plan. The researcher started from studying Lenotre customer’s opinions and needs in order to use this information to increase customers’ satisfaction and to increase sales volume of the bakery shop, Lenotre. The study was conducted with the sample size of 200 people, who are Le Notre customers and non-Le Notre customers, with non-probability sampling method. The researcher used his own intuitiveness and an in-depth interview method with 10 people from the respondent group. From this research, the top three decision-making factors are taste, price, and convenience of purchase. Moreover, the research results can be applied to the Lenotre’s marketing plan. Also, the main target groups of Lenotre are regular customers and corporate customers. The characteristics of regular customers are people who are least 30 years old with a monthly income of 40,000 bahts or more. The corporate customers buy Lenotre products for their customers and partners in special occasions. In the marketing plan, the researcher emphasizes on several strategies such as Market Penetration Strategy, Product and Service Development Strategy, customer relationship management, and customer experience management strategy. Lenotre marketing plan is designed to launch IMC acticities in order to create awareness and clearer image in customers’ minds which ultimately leads to an increase of 15% sales volume from those of last year.
