Chulalongkorn University Theses and Dissertations (Chula ETD)

Other Title (Parallel Title in Other Language of ETD)

การวิเคราะห์การตลาดและกลยุทธ์องค์กร: กรณีศึกษาบริษัท พานาคอฟฟี่ จำกัด

Year (A.D.)


Document Type

Independent Study

First Advisor

Chalaiporn Amonvatana


Faculty of Economics (คณะเศรษฐศาสตร์)

Degree Name

Master of Arts

Degree Level

Master's Degree

Degree Discipline

International Economics and Finance




Coffee business is extremely growth in last few years. Pana coffee company is a brand-new coffee business company. The company has been established for 4 years. There are lots of organization management that company needed to solid and make the strength on to go further in several years. One of the important managements in organization is marketing management which effect on brand and positioning of brand in market. So, the marketing strategies of company needed the improvement to compete and survive in the global growth business. This study aims to analyze organization resources by using SWOT analysis and 5P’s Marketing mix and suggest how to improve the organization in case of brand acknowledgement or brand profit gaining. To examine the organization marketing strategy, two well-known marketing model which are SWOT analysis and 5P’s Marketing Mix is used. By using SWOT analysis, it shows the strength and weakness to be internal factors of the company. Threats and Opportunities are considered external factor of the company. With 5P’s Marketing Mix to estimate parts of company and find the implement to develop marketing strategies with product, price, place, promotion, and people of company. The results showed every information needed to determine marketing strategies and how to achieve it for the company, for example, the best strength of business would be organic certified, etc. In conclusion, the concept of marketing model should be analyzed in any organizations. To improving marketing strategies, social network marketing is the important key to be considered and implement in this current world business.



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