HHM M6 Final Business PlanWord文档格式.docx
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Module6
Class
E206
Year
2006/2007
Period
2
TableofContent
GivenSituation4
1MarketingPlan5
1.1MarketDefinition
1.2ExternalFactors
1.2.1MacroEnvironment
1.2.1.1GuestsandConsumers
1.2.1.2Demographics6
1.2.1.3Law
1.2.1.4Economy
1.2.1.5Technology
1.2.1.6Socialelements7
1.2.2BranchEnvironment
1.2.2.1NumberofGuests
1.2.2.2Promotionandbooking
1.2.2.3Hotelchainsandfamilybusinesses
1.2.3MicroEnvironment
1.2.3.1Competitors
1.3InternalFactors8
1.3.1Product
1.3.2Price
1.3.3Personnel
1.3.4Place9
1.3.5Promotion
1.3.6Presentation
1.4SWOTAnalysis
1.4.1Opportunities
1.4.2Threats
1.4.3Strengths
1.4.4Weaknesses
1.4.5ConfrontationGrid10
1.4.6Interpretation11
1.5Whatwillthecompanydo?
1.5.1Goalsoncompanylevel
1.5.2Goalsonmarketinglevel12
1.5.3Mission
1.5.4Strategy
2OperationalMarketingPlan12
2.1Place
2.2Product13
2.2.1ChangestotheBuilding
2.2.2Rooms
2.2.3Food&
Beverages14
2.2.4Restaurant
2.2.5(Coffee-)Bar-,Lounge-Area
2.2.6Conferenceandmeetingrooms
2.2.7Wellness-Center15
2.3Price
2.3.1Rooms
2.3.2FoodandBeverages16
2.3.2.1Restaurant
2.3.2.1(Coffee-)Bar-,Lounge-Area
2.3.3Conferenceandmeetingrooms
2.4Promotion
2.5Personnel17
3ArchitecturalPlan17
3.1Currentappearanceofthehotel
3.2Desiredappearanceofthehotel
3.2.1ConsumersDemands18
3.2.2FunctionalDemands
3.2.3LegalDemands19
4PersonnelPlan19
5PromotionPlan21
5.1TargetGroups
5.2Message
5.3MarketingandCommunicationObjectives22
5.4MarketingandCommunicationTools
5.5Budget
5.6Evaluation23
5.7SamplePressRelease24
6InvestingandFinancingBudget25
7OpeningBalanceSheet26
8IncomeStatement27
9ForecastedBalanceSheet28
10CashBudget29
Appendix30
GivenSituation
Location
Thefuturehotel’spropertyissituatedclosetothecityofAmsterdam,nexttothemotorwayA2,specificallyontheBurgermeesterStramanweg,closetotheAmsterdamArena.
Thislocationwaschoseninparticular,duetoaveryattractivepurchaseofferofonly50%oftherealvalueofapropertyinanattractivelocation.ThelocationclosetotheAmsterdamArenaandtheeasyaccesstothepublictransportsaswellasbeingsituatednexttotheA2motorwayalsomakesthislocationverysuitableforaninvestment.
Building
Theformer3***HoteldeVliegerhasatypical1970’slow-risearchitecturewithatotalof60rooms.Thesizeofalltheroomsis24,6m²
.Thefacilitiesintheroomsarenotuptotoday’sstandardssinceforthelast5yearsthebuildingwasrentedoutentirelytothereceptioncentreforasylumseekers(COA)whichdidnotpayenoughattentiontotheconditionofthebuilding,inadditiontothatthearchitectureisoutdatedandthestyleofthewholehotelisoldfashioned.Allroomsareaccessiblefromamainbuildingthathasacellarinadditiontotwofloors.Thecellarcontainsthesanitaryfacilities(toiletgroup),theserviceandstorageareas.Itisaccessiblebystairsoragoodslift.
Atgroundfloorlevel,thecentralentrancelobbycontainsthereceptiondesk,whichleadstothetworestaurants.Thebiggeronehasatotalsurfaceareaof150m²
andaseparateentrance,whichwasusedbyroadusersinthepast.Thesecondonewithanareaof100m²
wasusedforthehotelguestsexclusively.Thetworestaurantsareseparatedbyacentralkitchenbetweenthem.
ThepropertyisaccessiblefromthemotorwayA2aswellasfromtheBurgermeesterStramanweg.Italsoincludesalargecarparkforapproximately120cars,whichcaneasilybedoubledinviewofthetotalavailablesurfaceareaof~6000m²
.
1MarketingPlan
ThefollowingchapterwillgiveanoverviewofthemarketingplanofHotellaChaussè
efortheyear2006.Informationwillbegivenonthecurrentstateofthehotel,andthemarketwherethehotelwilloperatein.
Inordertoprovidethisinformation,therewillbeanextensiveanalysiswhichwillincludeadefinitionofthemarket,includingahotelconcept,externalandinternalanalysisofthecurrentsituationandaSWOTanalysis.
Furthermore,aimsandobjectiveswillbesettled,whichthecorporationshouldachieveinordertobesuccessful.Toreachthoseobjectives,therewillbeastrategygivenintheend.
1.1MarketDefinition
HotellaChaussè
ewillberated3***.Itwilloperateinaninternationalmarket,attractingguestsfromallovertheworld,butmainlyfromEurope.Theproductswillinclude60rooms,anopenreception24hoursaday,tworestaurantsofwhichonecanbeusedforconferencesandbanquets,agamingroomandasaunainthebasement.
1.2ExternalFactors
Tocoverallexternalfactorshavinginfluenceonthefuturehotel,specialinterestwillbepaidtothemacro-,branch-andmicroenvironmentconcerningthelocation.
1.2.1MacroEnvironment
1.2.1.1GuestsandConsumers
Amsterdamisvisitedbypeopleofdifferentnationalities,thegreatestnumberofvisitorscomefromtheU.KandU.S.Awithatotalpercentageof36.2%together.ThethirdbiggestrepresentedcountryistheNetherlandsthemselveswith13.7%.(SeeAppendix1–OriginofGuestscomingtoAmsterdam).In2005themostcommonpurposeofvisitingAmsterdamwasforbusinessandconferenceswithatotalpercentageof54%.Thisnumberhasincreasedby7%comparedtothepreviousyear.Incontrastthepercentageofthetouristshasdecreasedfrom44%in2004to39%in2005.Thesenumbersshowopportunitiesontheaccommodationforbusinessguestsandathreatonthetouristaccommodation.
Whenopeningahotelitisofgreatimportancetofindouttheneedsandwantsofthegueststobeabletoreachtheirexpectationsandtosatisfytheminthebestpossibleway.
Businessguests,ingeneral,havedifferentneedsandwantsthantouristguests.Businessgueststayinthehotelusuallyduringtheweek,whiletouristsnormallyappearduringthewholeweek,butmorefrequentlyintheweekends.Theyaremostlyinterestedinaneasystaywithoutalotofbureaucracy.Theyprefershortcheckintimes,asmoothtransfertoandfromthehotelaswellasbeingtreatedinaformalway.Theyexpectcleanroomswithallthestandardamenities,includinganinternetconnectionandtheyespeciallyrequestsilencesothattheycanconcentrateontheirwork.Tourists,ontheotherhand,donotmindifthecheckinproceduretakesalittlebitlongerbecausetheydonothavetimepressureandliketobetreatedinamorefamiliarwaybeingwelcomedbythereceptionofthehotel.Theydonotneedinternetconnectionsasmuchasthebusinessguests,butmightforexampleneedotheramenitiessuchaspooltableorothergamessotheycandosomethingextraapartfromjuststayingintheroom.
DuetodifferentnationalitiesamongthepeoplevisitingAmsterdam,therearedifferentneedsandwantsconcerningthefood&
beverageproductsahotelcanoffer.Americansforexamplearemuchinfavorforquantitybasedoffers,suchasall-you-can-eatbuffets,whileEuropeansareusedtoorderingalacarté
.
1.2.1.2Demographics
ThecurrentpopulationofAmsterdamisof744.000inhabitants.About68%ofthetotalpopulationisagedbetween16and64years.Amsterdamhasareasonablylowpercentageofunemployedpeoplewhichreachesthe5.5%percent.
AstheNetherlandsarepartoftheEuropeanUnion,companiesoperatingtherehavetofollowtheregulationsgivenbytheEU.Forthehotelsectorthemostimportantonescoverhealth-andhygienesuchasHACCP(HazardAnalysisandCriticalControlPoints)regulations,aswellasenvironmentprotection.Everybusinessoperatinginthehospitalitybranchhastohavecertainlicenses,tobeauthorized.Notfollowingtheregulationsisprosecutedbythestateandcanleadtoclosingthebusiness.Attendingtheregulationsisoftenverycost-intensive.
AswellastheotherEUmemberstates,theNetherlandshavestrictjobprotectionlaws,whichmakeitdifficulttodismissstaffifnecessary.
AtthemomenttheNetherlandshavethe16thlargesteconomyoftheworld.Between1998and2000annualeconomicgrowth(GDP)averagednearly4%,wellabovetheEuropeanaverage.For2006and2007itisforecastedtobearound3%.
Thecountry’sunemploymentrateiswithonly3.8%thelowestofallEUmemberstatesandtheinflationrateof1.7%isexpectedtostaylowaswell.
ThecountryisoneoftheleadingEuropeannationsforattractingforeigndirectinvestment.Theeconomyitselfisopen,heavilydependingonforeigntrade–itisnotedforstableindustrialrelations.GermanyisbyfarthemostimportanttradingpartnerofTheNetherlands.(Source:
“”)
TheNetherlandsaremakinguseofhighlydevelopedandwellmaintainedcommunicationsystems.In2004therewere10.806.328internetusers,whichis~65%ofthetotalpopulation.Thepercentageofmobilephonesamongthepopulationiswith~95%evenhigher.Thesemoderntechnologiesmaketheinternalandexternalcommunicationofabusinessveryeasyandefficient.(Source:
“www.cia.gov/cia/publications/factbook/index.html”)
1.2.1.6Socialelements
TheDutchpeopleareknownforbeingverydirectandopenminded.TheirlevelofEnglishandotherforeignlanguagesisconsideredasbeingveryhighcomparedtomostoftheotherEUmemberstates.Thisa