This independent study is a strategic plan for “Sailuad Hua-Pla-Mor-Fai” restaurant. Currently, this typical restaurant experiences the downfall of sales due to the environmental changes over time in the area. As a result, this strategy will improve the sales of the restaurant, and potentially draw up the competition plan in order to build up the advantages of the restaurant. In term of marketing, the questionnaire survey has been given out to observe the different behaviors and responses of the participants, which the survey was passed out to the specific group of customers. After receiving all the feedbacks, the restaurant will start the new positioning of unique seafood menu and cozy atmosphere. Then, the constrained strategy can be used in the marketing mix. The product strategy is to remodel all kinds of the food in the restaurant and to develop service processes efficiently. The price strategy is to adjust the price base on awareness of customers. The channel strategy is to add up online channels. Lastly, the communication strategy is to increase awareness of consumers by using IMC and customer journey. In term of operation, the production capacity must be generated in a decent rate annually in order to ensure the acceptable capacity of customers in the certain period. Furthermore, the demand forecast will initially be calculated first, regarding to weekend and seasonal. Also, the use of technologies will greatly increase effectiveness and efficiency of the raw material plan of its operation Financially, the investment of this strategy is worth, and it will exactly cost invested capital of 3,474,680 baht. As in the consideration of 5 years plan, the Net Present Value (NPV) is 1,081,114.57 baht, and the Internal Rate of Return (IRR) is 20.66%. Generally, the speculation is clearly shown that it will only take 3 years, 9 months, and 25 days for payback that were spent on the investment.
