Due to the number of Japanese companies in Thailand, Japanese language became the one of the most popular language that Thai people is interested to study. Some Thai people study Japanese because of Japanese culture interest. But some want to promote their career and want to be able to communicate with Japanese. Besides, Ministry of Education (Thailand) has encouraged Japanese as the selective subject for university admission. Thus, there are plenty of Japanese schools all over Thailand especially in Bangkok and some provinces that there are many Japanese companies are located such as Chonburi. However, most of Japanese language schools offer the similar course. The main purpose of the paper is to build/create awareness by 50% of target group in first year and to create share of mind toward Majime Japanese language school as one of the customer choices. In addition, this study aims to help this business to get 300 customers in 1 year and develop them to be the most attractive Japanese language school for working people. The survey is used to study the customer behavior, attitude and the factor that would affect to the customer’s decision. This marketing plan determines a market positioning of Maimed Japanese Language School as a modern and simple specialty Japanese language school for work with minimalist brand image. Finally, integrated marketing communications is applied to build/increase brand awareness and perception, and encourages consumers to make purchase decision at Maimed Japanese Language School.
