The purpose of this independent study is to develop a strategic plan for Meng Sae Tannery which produces leather for fashion and leather goods industry. This study focused on both internal and external factors which consist of Industry analysis, competitor analysis, and customer behavior analysis to find strengths, weaknesses, opportunities, and threats. With all information mentioned above, strategic plan can be set to be the operational direction for Meng Sae Tannery. From the study, better economic situation is the opportunity for growth of tannery industry.
Even though industry life cycle is in Decline stage which affects high level of competition among competitors, one with competitive advantage can sustainably survive in the industry. Thus, strategic plan is important for Meng Sae Tannery to survive in current situation. In summary, Intensive Growth strategy is selected as a corporate strategy for Meng Sae Tannery, including Market Development strategy and Product Development strategy. For business level strategy, Broad Differentiation strategy is selected by focusing both product quality and cost reduction. All strategies are proposed with the objective to create superior competitive advantage for Meng Sae Tannery in long run.
