The bakery industry is getting more competitive as the market is attractive and easy to enter. Many new small and medium size bakery shops are established and try to offer the producted and service to satisfy the customers’ expectations and needs that change over time. Panlee bakery is a medium-size family operated bakery shop in Bangrak District, Bangkok, which is manufactures and retails its own-recipe-bakery products. The shop has been in industry for more than 50 years. But recently, sale growth has been slow down; as a result of the decrease in consumption rate of current customers who are old people who grow older and concern about their health. This independent study aims to create a marketing plan for help Panlee bakery to boost it sales growth. The marketing objectives are to expand market into new segment by repositioning its brand and to increase 20% sales in 2013 by employing integrated marketing strategies such as product development, market development, market penetration, advertising, public relation and sales promotion to help the Panlee bakery accomplish the objective.
