Lansoprazole I.V is the latest proton pump inhibitor indicated for gastric hemorrhage and others. It can rapidly increase PH to more than 4 and maintain gastric PH more than 6 as long durable. The strategic plan for Lansoprazole I.V has been developed to enhance its competitiveness in the antacids market and achieve its goals. The analysis of external factors and competitiveness of antacids market as using 5 Forces Model showed that the level of interest of the market remains moderate to high. The analysis of internal factor of Takeda (Thailand) showed that the company’s ability to run the business and competitiveness was high. When incorporating the results of the analysis into the corporate strategy by using GE 9 Cells Model resulted as concentric growth strategy. For using market penetration strategy by increasing the used among physicians with previous product experience and using market development in new market among new potential users who never used the product before such as internists, general surgeons by utilizing internal growth. The results of market research to determine the customer value proposition found that high efficacy and good services are most desirable. Therefore, both value propositions have been applied in business strategic plan to enhance the competitiveness by creating superior product and service differentiation from competitors. Functional Strategic plan would come from marketing, operating, human resource, R&D and financing plan by using the balance score card for monitoring the result strategic plan as effectiveness.
