Nowadays, business about hotel at Samui Island, Surathani Province are in growth stage (nearly maturity stage) that affect from factors such as high intensity of rivalry, price pressure and booming of hotels or small resorts. Moreover tourists also lack understanding about Al’s Laemson Resort that had executed for few years ago (since 2010). As a result the overall performance, revenue from rooms and restaurant is not satisfied. Therefore, this special project is to understand market environment, competition, target customer behavior and to formulate a strategic marketing plan for the hotel. The result of studying found that target group of Al’s Laemson Resort is European tourists who came to have a holiday by themselves, satisfied with the convenience, quiet and private location. The strategic marketing plan is to employ growth strategies by moving and clearing the position including market penetration, product and service development and differentiate strategies are used to increase sales, build brand awareness and maintain the old customers to come back to hotel again. Pricing strategy is to satisfy the target customers with flexible and value-based rate. For distribution strategy, focuses on sales via agent and online channel. Integrated marketing communication strategy emphasizes on promoting via travel magazine and both domestic and international event. The total marketing budget is 1.50 million baht with an expected sale of 31.92 million baht in 2014.
