“Let Them Eat Cake” is incorporated from an extensive knowledge and has accumulated a vast experience in cake shop business plus great market opportunity; hence it seems it is a prime time to start own-business. However, due to the intense competition, limitation of location and short Product Life Cycle, the marketing strategy and brand awareness are therefore strongly required. This project is to form a study and analysis on the marketing environment, competitors and target market in order to get the information for preparing the marketing strategy and building brand awareness. The study group of 202 samples of Thai men and women by non-probability sampling judge mental method, the studies showed the key factors affecting consumer behavior are the Product and Location. The marketing strategy has been developed from the research analysis and shall be used to identify the product positioning and target market group who are cake lovers (major target) and the consumer who eat for reflecting their life style (Eat for Cool as a secondary target). The goals of IMC plan are to attack the market and to create experience between consumers and the shop. This plan is created for achieving the objectives, to sell 1 million baht per month within end of 2012 and to expand the cake shop for more than 3 branches within 2014.
