แผนการตลาดเชิงกลยุทธ์สถานีบริการน้ำมันปตท. ที่ อ.ถลาง จ.ภูเก็ต / ณัฐพล สุขโหตุ = Strategic marketing plan for PTT Gas station at Thalang, Phuket /Nuthapol Sukahotu
The purpose of this independent study is to formulate a marketing plan for PTT gas station in Thalang, Phuket. The company is facing a fierce competition from other competing PTT stations. Target markets are car and truck drivers who live in Phuket with a positioning of complete fully services. The main marketing strategy is to increasing repeat purchases. People strategy is using training. Pricing Strategy is to hedge fuel to maintain prices. Product strategy is to provide new products such as PTT Blue innovation gasohol. Place strategy is a renovation of the existing gas station to meet full standards. Integrated marketing communications strategy is to utilize public relations via radio and billboard and then using sales promotion such as co-promotion to achieve marketing target. Total marketing budget is 1.2 million Baht with a profit ratio of 0.87% of sales in 2014.
