This independent study is created to plan an initiation of perfume business. The main purpose is to learn and analyze the feasibility of the business to determine the proper marketing strategy, operation strategy and financial strategy. All of those strategies have to be suitable and conform to meet the needs of consumers, and to assist considering the execution in revenue and investment risks. In terms of marketing plan, the business environment analysis and the primary and secondary consumer behaviors analysis which affect the consumer decision show that this project has a marketing feasibility. Due to the changing of marketing situation, perfume has now become a product for personal care that is necessary. Additionally, the behavior of target consumers who have turned to focus on personality and beauty has increased a lot. The results from the survey also show that consumers need a perfume which is unique and help enhancing their personality, confidence and identity. The researcher can use the survey results to develop a perfume product branded “Le Miroir.” Le Miroir is a perfume product that can be combined to suit personality and activities. Moreover, these perfume products will allow consumers to enjoy the creation of scents whether using only one scent or mix and match scents. Le Miroir’s products are sold in a total of 12 scents in 50 ml, with a price of 1,290 baht per bottle through online and eveandboy. By using a variety of marketing communications whether it's advertising, public relations, direct marketing communication, personal selling and appropriate sales promotion. In terms of operation plan, the study of operational feasibility is conducted in many different ways starting from supply chain management process, recruitment, selection and operation with supplier until the process of delivering products to consumers. It is found that this perfume business can be initiated and well managed. In terms of financial plan, THB 1,373,439 is required as an initial investment. Over the 5 year-period projects, the estimated internal rate of return (IRR) is 66% and the net present value (NPV) is THB 3,278,949. The discounted payback period of the project is within 2.77 years under the stated assumptions. Based on the estimated financial result, this project is consequently interesting to invest.
