BaNANA IT, with its slogan “make IT easy”, is an IT retail store under ComSeven International Co., Ltd. It was founded in 1996. In the past ten years in the IT business, the Company successfully became the leader of IT importer in Thailand, wholesaler and retailer, in the name of BaNANA IT, IT, Stuff By BaNANA IT, iStudio By Comseven and iBeat By Comseven. Analysis of Thailand IT market, competitors and consumers were conducted to determine the market situation. Information for analysis was gathered through both primary and secondary information sources. The main objective of this independent study is to create the marketing plan for BaNANA IT in order to build the BaNANA IT brand to compete with Thai IT business by increasing brand awareness. Various maketing strategies are used in the marketing plan. Such as CEM, Integrated Marketing Communication (IMC) such as Advertising, Public Relations and Event marketing is applied to create good perception and image of BaNANA IT. In addition, this study also presents operation, key performance indicators, and contingency plan in order to ensure that BaNANA IT operates more efficiently and effectively.
