แผนกลยุทธ์สำหรับผลิตภัณฑ์บิสกิตของบริษัท สแน็คส์คิง จำกัด/ สุชา บุราภรณ์พงศ์ =Strategic Plan for Biscuit Product of Snaks King Company Limited /Sucha Burapornpong
The objective of this independent study project is to develop the strategic plan of Snaks King Company Limited, which is engaged in manufacturing and distribution of biscuit products, to increase the competitive advantage in the highly competitive environment in snack food industry. The author has studied related theories and made the analysis of business and industry environment, competitive environment and consumer behavior, to identify strategic plan and obtain the new product launching idea of multigrain cracker, the new line of trendy healthy product with good tastes. Moreover, the study includes other components of marketing mix comprising of appropriate pricing structure, potential distribution channels and effective integrated marketing communication methods.
The production plan for the new product is designed to utilize productivity from existing machines and labor resources. The plan includes additional investment and other plans to improve operational efficiency. As a result of the implementation in 2017, the expected sale revenue will increase 15 million baht and expected net profit will increase 5 million baht from the prior year. The internal rate of return (IRR) will be 64% and the payback period of new product launching project is just 1.98 years, which are worth for investing. In long-term, the company plans to increase proportion of multigrain cracker productivity and marketing budget for the purpose of profitable growth in the future.
