Leelawadee Boutique Resort Business Plan

Chiraphichet, Rapeephan (2009) Leelawadee Boutique Resort Business Plan. [Dissertation (University of Nottingham only)] (Unpublished)

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Company Summary

Leelawadee Boutique Resort is a start-up company that aims to be one of the finest stylish and luxurious boutique resorts in Thailand. Our resort will be situated in Ranong, an up-and-coming tourist destination, which is one of the southern provinces of Thailand. Our chosen location enables our residents to explore spectacular surrounding, sublime sea and numerous tourist attractions. Leelawadee Boutique Resort is a quality property that provides impeccable hospitality services at a competitive and affordable price.

Services Offerings

Leelawadee Boutique Resort intends to be an intimate sanctuary for worldwide tourists. We offer 24 spacious and elegant accommodations which include 11 Deluxe rooms (45 square meters each), 8 Grand Deluxe rooms (50 square meters each) and 5 Suites (65 square meters in size). All accommodations are furnished and decorated in a subtle blend of traditional and contemporary Thai style. Superior amenities are well-equipped in all residences. Our gentle staff members are specially trained and have customers’ interest at heart. Our restaurant delicately prepares delectable dishes for our precious patrons in a friendly atmosphere. In addition, Leelawadee will facilitate the ultimate experience through special spa treatments and traditional Thai massage. State-of-the-art exercise equipment will be provided for the well-being of our beloved customers. Furthermore, we offer various interesting outdoor activities in order to create delightful experiences and make the journey of our customers memorable. We strongly believe that the allure and serenity of our boutique resort will enable us to be an outstanding hideaway for travellers from every corner of the world.

Marketing Strategies

Our principal target group is middle and high income earners of both domestic and international tourists. Diverse promotion strategies will be adopted; for example, the website will be created and used to attract potential customers in every country. We will participate in travel exhibitions which are normally conducted in Thailand and other countries such as China and Japan. Several famous travel magazines will be approached by our sales and marketing team in order to put our advertisement in them. Moreover, we will make an agreement with travel agencies in order to select us as their first choice of accommodation for their package tours. Direct marketing and personal selling will be employed to disseminate information about our services offerings and create relationships with likely customers.


Total investment requirement for setting up Leelawadee Boutique Resort is 30,000,000 THB. Bank loan is one of our funding sources and Leelawadee is currently seeking for another 10,000,000 THB from Thai and/or foreign investors in order to be part of our profitable business. From our financial forecast, it can be concluded that our business is viable and will generate satisfactory profit within a short period of time. We strongly believe that the decision to invest in our boutique resort would be advantageous to investors who are interested in entering Thailand’s hotel industry.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 19 Mar 2010 15:20
Last Modified: 10 Jan 2018 15:06
URI: https://eprints.nottingham.ac.uk/id/eprint/22911

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