The objective of marketing plan is to guide for executives of National Discovery Museum Institute Museum Siam, as well as other museums all over Thailand in order to develop and improve products and services for visitors satisfactions. The marketing plan is based on the survey “motivations, attitudes and opinions towards general museums and Museum Siam” including in-depth interview with Museum Siam manager. Internal and external industrial environment analyses are also included for marketing plan. According to study, found that Top 5 priorities of customers are Cleanliness, The beauty of exhibitions, New experiences with knowledge, Good atmosphere and Relaxation. According to this research, we can adapt and determine marketing plan for Museum Siam. The primary target are students in Bangkok Metropolitan Region who love traveling with friends or lovers and seeking for knowledge. The secondary targets are working people traveling for relaxation with friends or lovers and some with their own couples and children. Another group are retirees wo want to spend their time to do activities after retirements. The researcher has applied the results from survey to determine Marketing Mix Strategy to create more awareness in both primary and secondary targets, increase repetition to visit Museum Siam and generate income to Museum Siam. To achieve the objective, the researcher has determined control method and indicator as a performance control to achieve goal.
