แผนกลยุทธ์ธุรกิจบริษัท บริหารสินทรัพย์ กรุงเทพพาณิชย์ จำกัด (มหาชน) / ณัฐวุฒิ วัชรานุรักษ์ =Strategic Business Plan for BAM (Bangkok Commercial Asset Management Public Company Limited) /Natthawut Watcharanurak
The purpose of this independent study is to develop the strategic business plan of BAM (Bangkok Commercial Asset Management Public Company Limited) which has been in the market for almost 20 years. As the current environment has changed and competition in the industry has become more aggressive, it is necessary to develop strategic business strategies in order to compete with competitors in the market efficiently to have efficiency and the sustainable profitability. This strategic plan consists of the analysis of external macro environment, competitions and industry attractiveness, in order to evaluate the opportunities and threats.
The internal environment analysis is also included in order to evaluate the strengths and weaknesses that are useful for strategic planning. In addition, consumer research was conducted by questionnaire in order to understand consumer behavior and factors that have an impact on purchasing of real estate. The result from consumer research was used in strategic planning to increase its efficiency. Growth strategy and Broad differentiation strategy have been applied and can be used as business directions for Bangkok Commercial Asset Management Public Company Limited, to achieve company goals which are increasing customers’ satisfaction, brand awareness and sustainable competitive advantage and profitability.
