แผนกลยุทธ์การตลาดธุรกิจค้าปลีกประเภทร้านเพื่อสุขภาพและความงาม กรณีศึกษา ร้านวัตสัน ในอาคารสานักงาน / พีรศักดิ์ กลั่นหอม = Strategy marketing plan for health & beauty store case study Watsons Store in office building
Watsons is the number 1 specialty store for health and beauty products in Thailand is facing a fierce competition from Boots. In order to maintain its leading position in the market, a strategic marketing plan is formulated. Target markets are 18-39 years old female office workers in Bangkok area with a positioning of value and product variety that matches expectation. Pricing strategy is value pricing. Product strategy will focus on localized product assortment with full range of product and different merchandising. Integrated marketing communication strategy is to emphasize on customized offer and communication. The expected sales revenue is 1,419,980,000 Baht, an increase of 16% from the previous year. Total marketing budget is 1,838,000 Baht with profit ratio of 33%. Major
