แผนการตลาดเชิงกลยุทธ์ร้านกาแฟประเภทคาเฟ่ ระดับพรีเมียม: กรณีศึกษา “เดอะ คอฟฟี่ คลับ”/ พิมพ์พจี ธัชธรรมกุล=Strategic Marketing plan for Premium Café: Case Study “The Coffee Club”/Pimpachee Tuchtamakul
Strategic Marketing Plan for premium café and restaurant “The Coffee Club” is designed to provide a one year guideline from 1st January – 31st December, 2017 for business direction. This strategic marketing plan has focused on The Coffee Clun Ban Rajprasong store. This also has an objective to build Brand Awareness and increase sales volume and market share in a high competitive situation. The results of research “Attitude and Behavior that affect the decision to visit coffee café and restaurants” reveals that sampling consumer has a low brand awareness over The Coffee Club. Brand Positioning is lack of identity and the sampling consumer does not visit The Coffee Club.
Consequently, the company has to find out and use proper strategies for The Coffee Club’s marketing plan in order to increase brand awareness, sales volume and market share. They should apply focus and grow strategy, differentiation strategy and brand equity strategy to solve the pain points and deliver the value of the brand to their customers. The Coffee Club should also use marketing mix strategies such as Product and Service, Pricing, Place, Integrated Marketing Communication, People, Process and Physical Evidence. The budget of this strategic marketing plan is 6,500,000 baht approximately. It is expected to meet the objectives within one year.
