HHM M6 Final Business Plan.docx

HHM M6 Final Business Plan.docx

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HHMM6FinalBusinessPlan

HOTELLACHAUSSÈE

BusinessPlan

By

LauraKokkiadi

ShaochenJi

AlejandroPerez-Evans

SimonSchoenwaelder

Tutor

Mr.Wehrens

Module

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.Thebiggeronehasatotalsurfaceareaof150m²andaseparateentrance,whichwasusedbyroadusersinthepast.Thesecondonewithanareaof100m²wasusedforthehotelguestsexclusively.Thetworestaurantsareseparatedbyacentralkitchenbetweenthem.

ThepropertyisaccessiblefromthemotorwayA2aswellasfromtheBurgermeesterStramanweg.Italsoincludesalargecarparkforapproximately120cars,whichcaneasilybedoubledinviewofthetotalavailablesurfaceareaof~6000m².

1MarketingPlan

ThefollowingchapterwillgiveanoverviewofthemarketingplanofHotellaChaussèefortheyear2006.Informationwillbegivenonthecurrentstateofthehotel,andthemarketwherethehotelwilloperatein.

Inordertoprovidethisinformation,therewillbeanextensiveanalysiswhichwillincludeadefinitionofthemarket,includingahotelconcept,externalandinternalanalysisofthecurrentsituationandaSWOTanalysis.

Furthermore,aimsandobjectiveswillbesettled,whichthecorporationshouldachieveinordertobesuccessful.Toreachthoseobjectives,therewillbeastrategygivenintheend.

1.1MarketDefinition

HotellaChaussèewillberated3***.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.

1.2.1.3Law

AstheNetherlandsarepartoftheEuropeanUnion,companiesoperatingtherehavetofollowtheregulationsgivenbytheEU.Forthehotelsectorthemostimportantonescoverhealth-andhygienesuchasHACCP（HazardAnalysisandCriticalControlPoints）regulations,aswellasenvironmentprotection.Everybusinessoperatinginthehospitalitybranchhastohavecertainlicenses,tobeauthorized.Notfollowingtheregulationsisprosecutedbythestateandcanleadtoclosingthebusiness.Attendingtheregulationsisoftenverycost-intensive.

AswellastheotherEUmemberstates,theNetherlandshavestrictjobprotectionlaws,whichmakeitdifficulttodismissstaffifnecessary.

1.2.1.4Economy

AtthemomenttheNetherlandshavethe16thlargesteconomyoftheworld.Between1998and2000annualeconomicgrowth（GDP）averagednearly4%,wellabovetheEuropeanaverage.For2006and2007itisforecastedtobearound3%.

Thecountry’sunemploymentrateiswithonly3.8%thelowestofallEUmemberstatesandtheinflationrateof1.7%isexpectedtostaylowaswell.

ThecountryisoneoftheleadingEuropeannationsforattractingforeigndirectinvestment.Theeconomyitselfisopen,heavilydependingonforeigntrade–itisnotedforstableindustrialrelations.GermanyisbyfarthemostimportanttradingpartnerofTheNetherlands.（Source:

“”）

1.2.1.5Technology

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