Heavy equipments are manufactured to replace human labours. They are important for industrial uses of many kinds. These are many types depending on usage as follows: Excavators is an important machine used in basic development projects in Thailand. Its segmentation is considered one of the most important kinds in the heavy equipments market. Its popularity appeared in many industries such as Construction and Mining. Nowadays technologies have developed incredibly to improve the manufacturing of excavators to coincide with the market demand or end-users as it varies. Hitachi’s excavators are imported, and its good marketing strategy plan is introduced for this new product. Branding and marketing strategy will focus directly on end-users. With the aims that customers will be familiarize with the brand, increase product image, increase market shares, increase trust and quality of product to ensure long lasting profits for the company, and fulfill customers’ needs. It will stress on personal contacts, through sales representatives, through the media, advertisements and publicities, sales promotions and marketing budget. Marketing budget is estimated at 53.5 Million Baht and estimated income for 2012 is approximately 2,765 Million Baht.