MARKETING STRATEGY DEVELOPMENT, IMPLEMENTATION AND EVALUATION IN A FOOD SUPPLY COMPANY

Abstract

The dissertation studies a small food supply company in Bangkok to assess the available strategic growth options, to generate new marketing model and to implement the option for a short-term plan to increase revenue and net profit for sustainable growth. The method and the tools mainly rely on the point of view from the business and the customers. After the company background is analysed, TOWS matrix and Ansoff matrix are especially applied to create strategic growth alternatives for the company. Each of the strategic option is also assessed by SWOT analysis, TOWS matrix, and Competitive five forces analysis. The first marketing analysis is selecting the most suitable strategic growth option for the business environment, and recognising the needs of consumers. The second marketing analysis is measuring the result after implementing the new marketing model. The first marketing analysis suggests that the establishing a new restaurant to provide freshly cooked food is the most appropriate. It also recommends the marketing factors that the company needs to play attention to improve. The highest attention factors are packaging, promotion, physical evidence, the variety of advertising methods, the variety of ordering channels. The new restaurant has been successfully established and runs through the new marketing strategy. The results of this project are evaluated by the second marketing analysis. The key performance indicators and the payback period show that the satisfaction of the customers rise, the number of customers increases, and the revenue and net profit grows.