The competitive situation in lady leather shoe product tends to increase continually from new domestic and international entrants; therefore, the bargaining power of customer becomes higher. The variety of brand and industry growth rate cause firms to attempt applying business plan and marketing strategies to manage business efficiency for enhancing their strong position and sustainable in the market. The objective of this special project is to set up business plan for lady leather shoe products. The main products are sandals, comfort sandal casual shoes, sandal fashion shoes and cut shoes. Lady leather shoe industry, competitors and Heel Care Company will be analyzed. Moreover, the survey of behavior and factors that affect the purchasing decision of lady leather shoe products for consumers in Bangkok and up country in order for understanding the current situation of lady leather shoes market. This Business plan aims at (1) increasing sales 15% per year, (2) increasing brand awareness of target market, (3) expanding customer bases. The plan presents business plan for market penetrate and market development to the new market segmentation, target market, positioning, marking strategies, and marketing plan that aim at product development for modern design. The plan will focus to expand product lines and combined marketing media to increase brand awareness, product value to target market, and purchasing in order to achieve expected goals.
