The purpose of this independent study is to conduct a strategic plan for “Limsuwan 2 Gold Shop” to be in accordance with the vision, market and consumer behavior which has been changing all the time.
The study is executed by collecting the primary data through online and offline surveys, interviewing the business owner together with the employees, and observing competitors. Apart from this, the secondary data, brought from the records of the business, books and related websites, is used to analyze internal and external environment in order to set the business strategies in the future.
The result of the study shows that business should conduct corporate strategies for intensive growth which are “Market Penetration” and “Product Development”. Market Penetration will help increasing sales channels toward online platform and growing customer base. As for Product Development, the business will focus on developing services to meet customer needs. This is consistent with business strategy “Differentiation” in delivering the difference to customer. Moreover, operation strategy will be proceeded through online marketing and the service beyond expectation along with financing plan of the business. In order to achieve the objectives of this strategic plan, the evaluation and quality control will be regularly performed.
