This Special Project is conducted Strategic planning of Loog Choob Hotel; a tiny boutique hotel of modern style. Nowadays, boutique hotel is becoming more popular and extremely competitive in Thailand. Loog choob boutique hotel as a new player of the market must be well prepared and formulate strategic planning to survive and become successful subsequently. After questionnaire and information compiling, Loog Choob hotel; in the corporate strategy level, should employ Intensive Growth Strategy to increase revenue and profit. In the business strategy level, Loog Choob hotel should use a Differentiation Focus strategy because Loog Choob hotel is a small family business and lacks of internal resource to compete with chained boutique hotels. In the functional strategy level; as marketing strategy, Loog Choob hotel should focus on creating customer awareness and activating customer purchase; as operational strategy, Loog Choob hotel should achieve an excellent service; as human resource management strategy, Loog Choob hotel should focus on developing service skill of employee and making employee flexible in the workplace; as financial strategy, Loog Choob hotel should has a systematic accounting system and make a financial planning. Finally, Loog Choob hotel have to use the Balance Scorecard to track and evaluate performance constantly to help reviewing that every strategy is suitable or must be changed.
