Amor Bakery has been providing the premium market with high quality products at reasonable price. Having many branches in shopping malls makes it very accessible and affordable for customer to make frequent buying and consumption. Bakery Market in Thailand has been growing and will reach 9,500 Million Baht in 2014. However, the overall business environment has a negative effect on the business in terms of economic and competitiveness. Thus, the company needs to make a suitable strategy. The study has shown that the most important factors that affect buying decisions are good service, product taste and variety, and reputation and image of the store. And these are to be put in Amor Bakery improvement plan. In this study, a premium-mass market penetration strategy is suggested. The focus-cost leadership business strategy is put. And the operation strategy is to focus on marketing activities and efficiency in production line and resource management.
In this special project, the business plan’s objectives are to increase the revenue by 10% each year, to control the quality of the products and service, and to make the brand widely recognized by using penetration strategy focusing on premium mass market. Including in this plan are evaluation plan and KPI for controlling the execution to the planned objectives.
