877 Hotel Marketing Plan Table of Content No. Page 1. Hotel Mission Statement and Positioning Statement 2. Executive Summary 3. Competition Analysis / S.W.O.T. Analysis 4. Statistical Analysis: Available / Sold Rooms, Fair / Actual Market Share, Average Rate, RevPAR, Occupancy. 5. Geographic Origin of Guest and Guest Nationality 6. Room Segmentation Report 7. Key Calendar Year 2004 8. Market Segment Productivity: Rooms (*based on five key room segments) Restaurants / Bars (*based on four rest / bars) 9. Public Relations: Overview / Objectives / Strategies / Action 10. Collateral: Printing Requirements / Costs 11. Advertising: Objectives / Strategies 12. Sales Trips / Trade Shows 13. Direct Marketing 14. Organization Chart 15. Marketing Budget 16. Advertising Brief
878 1. HOTEL MISSION STATEMENT OUR VISION Our Declaration OUR VALUES POSITIONING STATEMENT Our Hotel, being the first independent hotel that managed by a senior hotelier will position itself as the leading hotel in Tuban area, by offering some quality service and value of money, at the same time focusing on the needs of both overseas tourist and local tourist based the markets. For this to achieve, we will foster an environment in which all our employees can play a part through continued training in excellence, emphasis on teamwork, effective communication and innovation in all areas of the hotel operation.
879 2. EXECUTIVE SUMMARY A. Situation Overview A. Local situation B. Product and Services - Room Types: - Restaurants and Bars C. Competition General Competitors Hotel Competitor1 Location: Room Types and Rate: Dining Facilities: Meeting and Banquet Facilities: Other Facilities: Hotel Competitor2 Location: Room Types and Rate: Dining Facilities:
880 Meeting and Banquet Facilities: Other Facilities: Hotel Competitor3 Location: Room Types and Rate: Dining Facilities: Meeting and Banquet Facilities: Other Facilities: D. Marketing Strategies 1. Advertising Overseas advertising budget will be used to support the Travel Agents Brochures and produce some flyer for hotel packages. Local advertising budget will be used to support the Travel Agents Brochures and produce some flyer for hotel packages. 2. Sales To identify and develop partnership alliance will major Tour Operator in Japan and overseas. To identify and evaluate on emerging market opportunities with Australia, Europe, Local and Asian Countries To introduce “Conference Network” package to all corporate and commercial accounts overland and local, to catch the incentive market segment as well. Bonus Scheme Program, will be given directly to major supporter i.e., Wholesalers in Australia and Europe. To attend Overseas Sales Trip and Sales Blitz to Travel Agents and Tour Operator as per scheduled where prepared already as at the attachment.
881 3. Joint Marketing To arrange with Credit Card Company (BCA Card Center, Dinners Card Center and American Card Center) to get into there monthly magazines for free To continue with the Airline to feature our Hotel in the guide book to their Preferred Members Card Holder and also to feature in their in-flight magazine with special offer to some airlines passengers (i.e. Air Nippon), who show a boarding can pass within 48 hours will get a special rate. E. Food & Beverage OUR HOTEL Food & Beverage Competitor Analysis Restaurant 1 Restaurant 2 Restaurant 3 Restaurant 4 Our Restaurant Class of Restaurant A A B C A Price Value of Money Value of Money Value of Money Moderate Value of Money Number of seats Menu & Drink List ¾ Western Food, ¾ Chinese Food; ¾ Local Food; ¾ Beer, Wine & Soft Drink ¾ Western Food, ¾ Chinese Food; ¾ Local Food; ¾ Beer, Wine & Soft Drink ¾ Western Food, ¾ Chinese Food; ¾ Local Food; ¾ Beer, Wine & Soft Drink ¾ Western Food, ¾ Chinese Food; ¾ Local Food; ¾ Beer, Wine & Soft Drink ¾ Western Food, ¾ Chinese Food; ¾ Local Food; ¾ Beer, Wine & Soft Drink Entertainment and Other Facilities Special event only Live Music & Special Event Live Music on Special Event Live Music once week None Other Features Commission for guide and driver Non Commissionable Commission for guide and driver Commission for guide and driver Commission for guide and driver
882 3. COMPETITION ANALYSIS/ S.W.O.T. ANALYSIS OUR HOTEL Marketing Plan Competition Analysis Competitor1 Competitor2 Competitor3 Our Hotel Star 4 3 3 3 Number of Rooms 312 Rooms 243 Rooms 137 104 Rooms 1. Date Opened Major Renovation 2. Type of Hotel Month, Year ____________________ • _______________ • _______________ Month, Year ____________________ • _______________ • _______________ Month, Year ____________________ • _______________ • _______________ Month, Year ____________________ • _______________ • _______________ • Rate in General Special in Room Facilities • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ Swimming Pool & Other Sport Facilities • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ Parking • Good • Free • Good • Free • Good • Free • Good • Free City Center Transport None None None None Other Features • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ Food & Beverage • Nb of Restaurant • Weekender • Room Service • Nb of M.R • Min. Nb of Prs. • Max. Nb of Prs. • Banqueting Fac. ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ Sales & Marketing Hotel Package ____________________ • _______________ • _______________ • _______________ ____________________ • _______________ • _______________ • _______________ ____________________ • _______________ • _______________ • _______________ ____________________ • _______________ • _______________ • _______________
883 3. COMPETETION ANALYSIS / S.W.O.T. ANALYSIS Hotel 1 Hotel 2 Hotel 3 Hotel 4 Our Hotel STRENGTHS ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ WEAKNESSES ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ OPPORTUNITIES ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ THREATS ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________
884 4. STATISTICAL ANALYSIS OUR HOTEL Marketing Plan Statistical Analysis Hotel 1 Hotel 2 Hotel 3 Hotel 4 Our Hotel LAST YEAR Room Available Room Sold % Occupancy Actual Market Share Average Room Rate RevPAR MID YEAR ACTUAL Room Available Room Sold % Occupancy Actual Market Share Average Room Rate RevPAR
885 5. GEOGRAPHIC ORIGIN OF GUEST OUR HOTEL Guest Profile Analysis Geographic Origin of Guest and Guest Nationality Country Last Year 2007 Forecast 2008 Budget 2009 Room Night % Room Night % Room Night % Australia New Zealand & South Pacific TOTAL AUSTRALIA/NEW ZEALAND Brunei Hong Kong India Indonesia Korea Malaysia Pakistan P.R. of China Philippines Singapore Sri Lanka Taiwan Thailand Others TOTAL ASIA Bahrain Kuwait United Arab Emirates Others & Africa TOTAL MIDDLE EAST Austria Belgium Denmark Finland France Germany Italy Netherlands Norway Spain Sweden Switzerland United Kingdom Others TOTAL EUROPE Canada United States of America TOTAL NORTH AMERICA Argentina Brazil Mexico Others TOTAL CENTRAL & SOUTH AMERICA TOTAL AFRICA TOTAL JAPAN TOTAL PRODUCTION
886 6. ROOM SEGMENT REPORT Market Segments Definitions Market Category Individual Business (IB) Rack Rate Corporate Rates Commercial Rates Unique Programs (Business) Hotel Packages (Business) Other Group Business (GB) Air Crew Meetings/Incentives/Conventions Exhibitions Sport Events Individual Leisure (IL) Rack Rate Unique Programs (Leisure) Hotel Packages (Leisure) Contracted Leisure Rates Airline Related Group Leisure (GL) Series Ad Hoc Airline Delayed Complimentary Rooms Other
887 7. KEY CALENDAR YEAR 2009 MONTH DATE EVENT % Occupancy Target Market
888 8. MARKET SEGMENT PRODUCTIVITY A. Corporate & Business Objectives Room nights % Change Avg. rate % Change Revenue % Change 2007 2008 2009 Market Situation Key Strategies
889 8. MARKET SEGMENT PRODUCTIVITY A. Corporate & Business By Action Who When
890 8. MARKET SEGMENT PRODUCTIVITY B. Leisure Objectives: Room nights % Change Avg. rate % Change Revenue % Change 2007 2008 2009 Market Situation: Key Strategies:
891 8. MARKET SEGMENT PRODUCTIVITY B. Leisure By Action Who When
892 8. MARKET SEGMENT PRODUCTIVITY C. Restaurant: Objectives: # Of covers % Of change Avg. food check % Of change Total food revenue % Of change 2007 2008 2009 Market Situation: Key Strategies:
893 8. MARKET SEGMENT PRODUCTIVITY C. Restaurant: By Action Who When
894 8. MARKET SEGMENT PRODUCTIVITY D. Bar : Objectives: # Of covers % Of change Avg. food check % Of change Total food revenue % Of change 2002 2003 2004 Market Situation: Key Strategies:
895 8. MARKET SEGMENT PRODUCTIVITY D. Bar: By Action Who When
896 8. MARKET SEGMENT PRODUCTIVITY F. Room Service: Objectives: # Of covers % Of change Avg. food check % Of change Total food revenue % Of change 2007 2008 2009 Market Situation: Key Strategies:
897 8. MARKET SEGMENT PRODUCTIVITY F. Room Service: By Action Who When
898 8. MARKET SEGMENT PRODUCTIVITY G. Banquets and Conferences: Objectives: # Of covers % Of change Avg. food check % Of change Total food revenue % Of change 2007 2008 2009 Market Situation: Key Strategies
899 8. MARKET SEGMENT PRODUCTIVITY G. Banquets and Conferences : By Action Who When
900 9. PUBLIC RELATIONS Overview Objectives Strategies
901 9. PUBLIC RELATIONS Action By Action Who When
10. COLLATERAL - PRINTING COSTS ITEM PURPOSE TARGET MARKET DISTRIBUTION TOTAL QUANTITY COST TARGET DATE
902
11. ADVERTISING Objectives
903 Strategies
904
12. SALES TRIPS / TRADE SHOWS DATE COUNTRY SALES TRIP / TRADE SHOW WHO IS ATTENDING PURPOSE / TARGET MARKET BUSINESS POTENTIAL COST
905
13. DIRECT MARKETING DATE TARGET MARKET OFFER DISTRIBUTION QUANTITY COST
906
15. MARKETING BUDGET Last Year 2007 Forecast 2008 Budget 2009 DESCRIPTIONS Amount % Amount % Amount % PAYROLL - Salaries & Wages - Other Benefits TOTAL PAYROLL OTHER EXPENSES Uniforms Laundry
907 Uniforms Printing & Stationary Painting & Decorations Promotion Materials Telephone & Fax Transportations Data Processing Postage & Telegram Agents Entertainments Marketing Fees Advertising & Promotions Broadcasting & Televisions Traveling Expenses Commission Travel Agents Miscellaneous TOTAL OTHER EXPENSES TOTAL MARKETING
16. 2009 Advertising Briefing Form 1. Primary Marketing Objective(s) I) ____________________________________________________________________________________________________________ II) ____________________________________________________________________________________________________________ III) ____________________________________________________________________________________________________________ 2. What Are Your Key Selling Points?
908 I) _____________________________________________________________________________________________________________ II) _____________________________________________________________________________________________________________ III) _____________________________________________________________________________________________________________ IV) _____________________________________________________________________________________________________________ V) _____________________________________________________________________________________________________________ VI) _____________________________________________________________________________________________________________ VII) _____________________________________________________________________________________________________________ 3A. Please Provide A Breakdown Of Where Your Business Comes From
Country 2008 2009 Primary Business Traveler % Ave. Length Of Stay Leisure % Ave. Length Of Stay Business Traveler% Ave. Length Of Stay Leisure % Ave. Length Of Stay I) ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ II) ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ III) ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ Secondary I) ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ II)
909 II) ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ III) ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ____________________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________________ ____________________________________________________________________________________________________ Cont'd
3B. Please Provide A Breakdown Of Where Your Business Comes From Airline Crew 2008 2009 Airline No. Of Rooms Airline No. Of Rooms I) I) II) II) III) III) IV) IV)
910 V) V) VI) VI) 4. Percentage of Repeat Guests __________ % 5. Lead Times For Corporate Bookings ______ Days; Leisure Bookings ______ Days. 6. How Are Bookings Made At Your Hotel? I) Internet _________ % II) Airlines (GDS) _________ % III) Travel Agents _________ % IV) Corporate _________ % Local _________ % International _________ % V) Wholesalers / Inbound Operators _________ % VI) Other _________ %
7. Seasonality Of Your Business Month/Year Occupancy Special Reasons Forecasted Occupancy 2008 January ‘09 % % February ‘09 % % March ‘09 % % April ‘09 % % May ‘09 % % June ‘09 % % July ‘09 % % August ‘09 % % September ‘09 % % October‘09%%
911 October 09 % % November ‘09 % % December ‘09 % % Year End* % % (*Based on 8 months actual / 4 months forecast) Comments On When You Feel You Ought To Advertise And Why ____________________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________ 8. What Type Of Advertising Will You Require This Year?
∗ Image Ad Yes / No ∗ Meeting / Conference Ad Yes / No ∗ Seasonal Tactical Offer Yes / No Fall 09 _________, Winter 09 _________, Spring 09 _________, Summer 09 _________. ∗ Executive Club Floor Ad Yes / No Other ____________________________________________________________________________________________________________ __________________________________________________________________________________________________________________ 9. Will You Want To Change Your Current Creative For Any Of The Above, And / Or Do You Need To Develop New Advertising?
912 If Yes, Please Explain: ____________________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________ 10. Key Messages To Business Travelers To Leisure Market
_____________________________________________________ _____________________________________________________ _____________________________________________________ _____________________________________________________ _____________________________________________________ __________________________________________________________ __________________________________________________________ __________________________________________________________ __________________________________________________________ __________________________________________________________ 11. What Is The Advertising Budget* For Fiscal 2009? ♦ Image US$__________________________
913 ♦ Tactical US$__________________________ ♦ Total Budget US$__________________________
914 Accounting/Finance Department The accounting department is responsible for: ¾ Recording the results of all departments activities ¾ Maintaining the city ledger ¾ Accounting for credit card receivable(Accounts Receivable) ¾ Paying Suppliers and Vendors(Accounts Payable) ¾ Pay Salaries to Staff (Payroll) ¾ Preparing financial statements (Profit and Loss statement and balance sheet) ¾ Budgeting ¾ Other accounting functions(Licenses, Company Bank Account) The basic accounting activities include: 1. Recording business transactions: the procedure of entering the results of a transaction in an accounting document called the journal. 2. Classifying: assembling the numerous business transactions into related categories. 3. Summarizing: Preparation of financial information according to the formats of specific reports or financial statement. FINANCE DEPARTMENT STAFF 1 Financial Controller 2 Hotel Chief Accountant 3 Account Supervisor 4 Cost Controller 5 Account Receivable Officer 6 Account Payable Officer 7 General Cashier 8 Receiving / Storekeeping 9 Cashiers