Strategic Plan for a Formal Wear Rental Business / Rattanakorn Nitkitsomboon=แผนกลยุทธ์สำหรับธุรกิจเช่าชุดออกงาน /รัตนากร นิตย์กิจสมบูรณ์
- หน้า, ตาราง
The purpose of this independent study is to develop a strategic plan for Rent Me, a formal wear rental business in Phuket in order to increase its sales revenue and strengthen its competitive position in the market. The business has the problem of gaining low brand awareness from potential customers. Additionally, the raising of new competitors causes more intense competition in the market. The study of this strategic plan is developed by examining environment, trends and other factors that affect the operation of formal wear rental business. The study explored the factors which influence customer decisions on purchasing by gathering information from questionnaires. In addition, the competitor environments were identified by surveying the market. The results were analyzed and used to create a strategic plan. This strategic plan covers the improvement of a marketing strategic plan, which focuses on building brand awareness and boosting customer base through the position to offer meticulous service and perfect fit guarantee together with improving the brand image by refining the marketing mix for product and service. For the operation plan, the company amends its operational and service processes, materials and inventory management and workforce plan in order to enhance the efficiency of operation. With the adoption of this strategic plan, the company is expected to achieve approximately 200 percent of the sales revenue within the next three years. Furthermore, strategy evaluation and control are incorporated in this strategic plan in order to ensure that the company achieves its goals and objectives.