S.B. Printing Limited Partnership was founded in 1989 as a family business. The business concentrated on an offset printing and a box packaging business. The company has mainly been focusing on packaging for the picture frame industry e.g. picture frame boxes. However, the picture frame industry has steadily declined in the last 5 years, resulting in declining of sales revenue. To increase sales revenue back to the normal condition or make it higher, the company has to find new opportunities on printing and packaging businesses in other industries. An opportunity has come to light that the paper packaging for bakery market is growing progressively.
Therefore, this independent study aims to develop strategic plans in every marketing aspect for the company, focusing on increasing of sales revenue in paper packaging for bakery products. The expected results to achieve always come with proper strategic plans and factors to be analyzed for the right strategies are overall market conditions, competitive analysis and customer behavior studies. Other objectives of this study are to increase brand awareness, find a new target market in the bakery industry, including improving customer loyalty by developing operations, production human resources and financial planning to achieve those in the long run.The target income sales are expected to be 9 million Thai Baht in 2018 with an increase of 25% in 2019 and the target profit would not be less than 15% and 21% in 2018 and 2019 respectively.
