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     Hotel-report-2009 kashif-final Hotel-report-2009 kashif-final Document Transcript

    • INSITITUTE OF BUSINESS AND TECHNOLOGY BIZTEK THE CHEF INN HOTEL Submitted To: Sir Imran Khan Institute of Business and Technology Gulshan Campus, Karachi Submitted By: MBA Ist semester Fahad Abbas Bm-25078 Noor-us-Saba Bm-25052 Zohaib Abbas Bm-25081
    • LETTER OF ACKNOWLEDGEMENT Dear Reader, We would like to thank ALLAH Almighty, for finally making our efforts worthwhile. We also like to thank Sir Ismat Hussain Course instructor, Research Project, Dadabhoy Institute of Higher Education, Karachi for his amiable support and guidance in completing this report. It is due to him that, we had the opportunity of learning how to carry out and conduct a research report. This report about THR CHEF INN HOTEL in Pakistan, this will help us in enhancing research and creative skills in the practical scenario. Sincerely, Fahad Abbas Noor-ul-Saba Zohaib Abbas
    • LETTER OF TRANSMITTAL Institute of Business and Technology (Biztek)Gulshan-e-Iqbal,Karachi, Pakistan To Whom It May Concern Dear Sir, Presented here is the report on THE CHEF INN HOTEL as a part of the requirement of the course research report M.B.A (Fall 2009) This report follows the guidelines given in the course outline provided by biztek it has been reviewed and duly approved our course instructor. Your feedback is vital for the credibility and worthiness of this research report. Please do not hesitate to contact us for any additional information or questions.00923452837521 Thank You Yours Truly Fahad Abbas Noor-us-Saba Zohaib Abbas
    • Teacher Comments
    • Table of Content 1.0 -The Chef Management 03 1.1 -Hotel Address……………………………………………………………………………..04 2.0 -Executive Summary…………………………………………………………….05 2.1 -Introduction…………………………………………………………………….06 3.0 -Purpose of Report………………………………………………………………07 3.1 -Method of Data Collection………………………………………………………………..07 3.3 -Survey Result……………………………………………………………………………...07 4.0 -Current Situation of Pakistan………………………………………………....08 4.1 -Value and Vision………………………………………………………………..09 4.1.1 –Mission………………………………………………………………………………….09 4.1.2Vision………………………………………………………………...……………….…..09 4.1.3 -Services Offering…………………………………………………..……………………09 4.1.4 –Positioning…………………………………………………………...………………….09 4.1.5 -Hotel Chef Inn Values…………………………………………………………………..10 4.1.6 -Total Customer satisfaction………………………………………………….………….10 4.1.7 -Business Excellence…………………………………………………….……………….10 4.1.8 -Trust and Relationship…………….…………………………………………………….10 4.1.9 -Corporate Local Responsibility……………..…………………………………………..10 4.2.0 -Objectives………………………………………………...…………………………......10 4.2 -About Market………………………………………………...…………………11 4.3 –Microenvironment……………………………………………………………..11 4.3.1 –Political………………………………………………………………………………….11 4.3.2 -Economical………………………………………………………………………………11 4.3.3 -Social………………………………………………………………….…………………11 4.3.4 -Technological…………………………………………………………..………………..11 5.0 -SWOT Analysis……………………………………………………………...….12 5.0.1 –Strength………………………………………………………………………………….12 5.0.2 –Weakness………………………………………………………………………………...12 5.0.3 –Opportunity……………………………………………………………………………...12 5.0.4 –Threats…………………………………………………………………………………...13 5.1 -Product Specification…………………………………………………………...13 5.1.1 -Benefits of Product………………………………………………………………………13 5.2 -Product life Cycle……………………………………………………………….14 6.0 -The Chef Market……………………………………………………………….14 6.0.1 -Total Market…………………………….………………………………………………14 6.0.2 -Total Available Market………………………………………………………………….14 6.0.3 -Actual Market Served……………………………...……………………………………14 6.1 -Market Segmentation……………….………………………………………….15 6.1.1 -Market Need…………………………………………………………………………….15 6.1.2 -The Market………………………………………………………………………………15 6.2 –Patterns of Marketing Segmentation………………………...………....…….16 6.3 -Major Competitors……………………………………………………………..16
    • 6.3.1 -Corporate Travel Polices………………………………………………………………..17 6.3.2 -Local Business Trends…………………………………………………………………..17 7.0 -Market Strategy………………………………………………………………...18 7.0.1 -Critical Issue…………………………………………………………………………….18 7.0.2 -Sales Plan………………………………………………………………………………..18 7.0.3 -Sale strategy……………………………………………………………………………..18 7.0.4 -Web Plan………………………………………………………………………………...18 7.0.5 -We Need………………………………………………………………………………...19 7.0.6 -Website Goals…………………………………………………………………………...19 7.1 -Marketing Objectives…………………………………………………………..19 7.2 -Target Market Strategy………………………………………………………..20 7.2.1 -Messaging ……………………………………………………………………………….20 7.2.2 -Key to Success…………………………………………………………………………...20 7.3 -Branding Strategy ……………………………………………………………...21 8.0 -Market Positioning ………………………………………………………….....21 8.0.1 -Attribute Positioning……………………………………………………………………..21 8.0.2 -Benefit Positioning ……………………………………………………………………...21 8.0.3 -Competitors Positioning…………………………………………………………………21 8.0.4 -Quality and Price positioning……………………………………………………………22 8.05 -Positioning Strategy………………………………………………………………………22 8.1 -BCG Matrix Analysis…………………………………………………………..22 9.0 -Marketing Mix…………………………………………………………….……23 9.0.1 –Place……………………………………………………………………………………...23 9.0.2 -Product Marketing………………………………………………………………………..23 9.0.3 –Pricing…………………………………………………………………………………....23 9.0.4 –Promotion………………………………………………………………………………...23 9.0.5 -Public Relationship……………………………………………………………………….23 10.0 -Advertisement and Promotion Plan………………………………………….24 10.1 -What’s New in Our Hotel?................................................................................25 11.0 -Product and Service…………………………………………………………...26 11.0.1 -Hotel Rooms……………………………………………………………………………..26 11.0.2 -Conference Room………………………………………………………………………..27 11.0.3 -Dining Hall………………………………………………………………………………27 11.0.4 -Product (Dishes)….....………………………………………………………………..27-33 12.0 -The Chef Inn Budget………………….………………………………………34 13.0 -Graphical Presentation………………………...……………………………..35 13.0.1 -Market Analysis…………………………………………………………………………35 13.0.2 -Market Analysis………………………………………………………...……………….35 13.0.3 -Market Analysis (Trends)………………………………………………………...……..36 14.0 –Questionnaire……………………………………………………………...37-38 15.0 –Recommendation……………………………………………………………...39 16.0 –Conclusion…………………………………………………………………….40 17.0 –Bibliography…………………………………………………………………..41
    • President and CEO Amjad Khan Chief Information Officer Tariq Hussain Vice President Human Resources, Administration & Security Ali Raza Mehdi Vice President Sales Miss Chin Wa Vice President Marketing Bilal Munir Sheikh Vice President Customer Services Mustafa Peracha Vice President & Head of Business Division. Naeem Zamindar Vice President Corporate Affairs Agha Qasim Chief Technical Officer Ramy Reyad Kamel Vice President/ Chief Strategy Officer Mr. Aamir Ibrahim
    • Head Office Karachi Address Jinnah International Airport, Karachi, Pakistan. Telephone +923-21- 2817533 - 40 Email customercare@th echefinn.net Web www.thechefinn. com.pk Help Line Number 111-222-333 Fax Number 0213-5407142
    • THE CHEF INN HOTEL The Riverview Hotel, Notown USA, is representative of the five star brand with the name of The Chef inn Hotel, Karachi airport, Pakistan, is representative of the five star brands within the 'Exclusive Business Hotels. The chef inn Hotels are, offering between 25 and 35 exclusive rooms. Riverview Hotel. The 'Exclusive Business Hotels of the World' group is the ninth largest International Hotel chain in the world, with over 320 wholly owned and managed properties. The group specializes in occupying strategic, inner city locations and serving primarily corporate clients The properties range from three to five star plus categories, and include the following brands: River Inns (3*), River Post Houses (4*), and Riverview Hotels (5*+). The group has a high instance of repeat business across all its brands, particularly the Riverview Hotels properties, which account for 68% of total revenue across the group. The chef inn Hotel, Karachi airport, latest venture in Pakistan. After the successful launching of a “hotel chef inn”, our aim is to become at he leading hotel in the different cities of Pakistan. The chef inn is your connection to a world of business, communities, trading, and anything that may require an entertainment Our brand is truly customer centric. We believe in understanding our customer’s needs and their desires which have been changed and are changing constantly therefore our product and services is different from others. The last 15 years have seen a huge growth in the industry of hotel and an equally rapid evolution of customer’s requirements. During the decade, on a global level, hotel chef inn has witnessed a massive growth in competition and an ever increasing focus on price. The target market for the product is all those customers who have been the part of travel industry, I.T industry and automotive. It includes those customers which are currently availing these facilities from others hotel. Our services are based on quality, reliability and affordability in the communication and the media sector. The hotel chef inn is committed to bring next generation service to your door steps today….
    • THE CHEF INN HOTEL The Chef inn Hotel, Karachi airport, Pakistan is representative of the five star brands within the 'Exclusive Business Hotels of the World' group. Offering between 25 and 35 exclusive rooms. The chef inn Hotel, Karachi airport, latest venture in Pakistan. After the successful launching of a “hotel chef inn”, our aim is to become at he leading hotel in the different cities of Pakistan. The chef inn Hotel properties are renowned for their convenient and strategic locations within major cities throughout the Pakistan. Also synonymous with the brand are the high level of personal service guests receive, and the extensive range of comprehensive business facilities available in luxurious settings. The chef inn Hotel, Karachi airport has 35 exclusive rooms and is targeting corporate guests with a two to three night stay requirement. Target business segments include the IT sector, the automotive industry in order to capitalize on the strategic location of the hotel in relation to the Overall Motors Plant and travel trade guests attending National and International Travel Fares at the AIRPORT Exhibition Halls. Differentiating the type of business service offered, from that of the competition, will assist not only in building The chef inn Hotel brand as a whole, but will attract frequent business travelers, who require a higher level of personal service and recognition than they can receive at competitive five star properties in AIRPORT AREA This will provide The chef inn Hotel with an opportunity to leverage its core.
    • THE CHEF INN HOTEL Our aim is to find out the causes of why hotel organizational cultural is to be change, we found some results is because of adoption of western cultural, society impact, international relationship. We saw that Pakistan in future hotel industry and organization sector at a high growth rate. We collect Primary data by questionnaires by observing human behavior interest. We collect Secondary data from Internet, Newspaper, and Books. We conduct a survey to get or find the market position & demand of a product & customer orientation. & we survey on belonging class of our customer & their age. We extracted from hotel survey is that the majority of people enjoy low rate services, and facilities but standardize; we can market at a large scale of business technology. We find that price gets less important and the emphasis given to the quality of food and services, our purpose is to find consumer behavior, and consumer needs and wants where our consumer attracts most. Our survey result show shows that we can easily enter in hotel market and earned maximum profit & provide job facilities. We used research instrument observational and behavioral.
    • THE CHEF INN HOTEL Pakistani is a Islamic country after 1970 Pakistani people move towards cultural changes Now the trend is change Pakistan moving towards adoption of new fashion ,western life style, high living standard ,these thing happen due to media causes, international relationship TV dramas ,Indian films. New generation wants to change in life style, living standard; they don’t want to follow the tradition. In Pakistan we have a lot of hotel industry, institute, and hotel industry that promote modernism and hotel industry; people of Pakistan adopt new cultural values That is benefit for us because it is requirement of any nation to change there life style with the change of global world In future Pakistan hotel industry growth rate is much higher and conservative mind people also move to adopt modern culture.
    • THE CHEF INN HOTEL 4.1.1 Mission The chef inn Hotel is dedicated to providing its guests with the highest quality of service and standards. We seek to deliver on our promise of value and quality above all else. We value our place in the community and will work to develop those relationships and to respect and protect our environment. We will continue to strive to create value for both owners and shareholders whilst honoring our brand values and encouraging our personnel to develop themselves in an environment of trust, loyalty and encouragement. 4.1.2 VISION "To be the leading hotel Services Provider in Pakistan by offering entertainment for our Customers while exceeding Shareholder value & Employee Expectations". 4.1.3 Service Offering High-quality facilities accompanied by exemplary personal service, differentiated from competition in line with the overall brand strategy has proven to be a successful approach generating high levels of repeat business. 4.1.4 Positioning The chef inn Hotel is positioned as a five star plus, business traveler's hotel, strategically located and offering a high level of personal service. Our focus is on offering our guests added value and differentiating ourselves in our levels of personal service. We provide a quality
    • THE CHEF INN HOTEL 4.1.5 Hotel Chef Inn Values 4.1.6 Total Customer Satisfaction Customers are at the heart of our success. They have placed their trust and confidence in us. In return, we strive to anticipate their needs and deliver service, quality and value beyond their expectations. 4.1.7 Business Excellence We strive for excellence in all that we do. We aspire to the highest standards and raise the bar for ourselves everyday. This commitment to delivering world-class quality translates into unmatched service and value for our customers and all stakeholders. 4.18 Trust & Relationship The hotel chef inn, we take pride in practicing the highest ethical standards in an open and honest environment, and by honoring our commitments. We take personal responsibility for our actions, and treat everyone fairly, and with trust and respect. 4.1.9 Corporate Social Responsibility As the market leader, we recognize and fulfill our responsibility towards our country and the environment we operate in. We contribute to worthy causes and are dedicated to the development and progress of the society. 4.2.0 Objectives:  To provides entertainment, good and healthy food.  To gain market shares.  To provide high quality product and service focusing on customer satisfaction.  Our object is to create life time customer ship in all over the world.  Our aim is to provide maximum services to our customers.  Our purpose is to generate Profitability.
    • THE CHEF INN HOTEL Market Trends Market trends can be categorized as follows: o Corporate Travel Policies, o Local Business Trends, o Economic Cut Backs. 4.3.1 Political: An unstable environment where little affects our ability to generate revenue. 4.3.2 Economic: The recent recession has seen many smaller business-oriented hotel chains go into liquidation, as they do not possess the infrastructure to support underperforming properties as the larger chains do. Although recovery is beginning, it may take some time before corporate travel policy restrictions are fully lifted and business travel returns to the same levels of the past three years. 4.3.3 Social: The trend towards cost effective business travel leads hotel guests to seek more value for money, which is where our added value differentiation strategy comes into play. 4.3.4 Technological: The installation of 'on board' room reservations systems on certain aircraft will require a systems integration with the hotel group's own central reservation system. This will require a high level of investment.
    • THE CHEF INN HOTEL SWOT Summary The following analysis highlights the internal strengths and weaknesses of our organization and the opportunities and threats facing the company in our external environment. We must work to improve our areas of weakness. Organizational strengths must be leveraged in order to capitalize on external opportunities as they arise, and contingency plans formulated in order to deal with threats presented by the environment. 5.0.1 Strengths • Strategy: established differentiation strategy. • Structure: flat, decentralized structure. • Skills: diverse range of service skills within management and staff. • Style: strong, participative culture. • Staff: specialized and experienced staff that are motivated and highly skilled. A well trained team who are proud of their hotel and respect and promote the brand values. • Shared Values: clear and well communicated. • Brand Strength: brand values well represented engendering brand loyalty amongst existing and new guests. • Reputation: a strong reputation within the local market and corporate and travel trade markets for reliability, exemplary service and quality. 5.0.2 Weaknesses • Strategy: differentiation strategy needs to be more clearly communicated externally, within local and national markets. • Systems: formal systems result from the detail oriented work and environment. Interdepartmental communications could be improved. • Staff: seasonal turnover requires ongoing training and orientation of new staff. • Facilities: certain rooms require renovation and upgrade as regards technical equipment, such as high speed Internet access and laptop links. 5.0.3 Opportunities • Market: returning growth after a period of slump. • Suppliers: strong, long-term relationships established with suppliers. • Guest Dependency: repeat corporate business based on personal service and quality, in a small but luxurious environment.
    • THE CHEF INN HOTEL 5.0.4 Threats • Market Entry: potential for a competitive, global brand to enter the market with a similar product. • Substitutes: fully furnished and serviced business apartments offering lower daily rates. • Economy: recovery from slight recession may take time. Competition Although no direct competition exists, in terms of the five star plus boutique- style property, other five star hotels and serviced apartments do compete for the same corporate business sectors. PRODUCT HOTEL SERVICE LOGO Product Name: THE CHEF INN Brand Name : THE CHEF INN Slogan Relaxed Environment 5.1.1 Benefits of Product:  Core Benefit: Entertainment with luxurious, relaxed environment  Actual Benefits: We offer entertainment plus healthy food for our customers; we delivered our diabetes patient, sugar patient, heart patient special food services.  Augmented Benefits: We are ready to serve our customer fell proudly and long relationship.
    • THE CHEF INN HOTEL THE CHEF INN RAPID SKIMMING HIGH PRICE HIGH PROMOTION 6.0.1 Total Market: All the people of Pakistan and foreigner who need to entertainment. 6.0.2 Total Available Market: The students or working, businessmen, traders, or professionals. 6.0.3 Actual Market Served: The businessmen and working people who wants facilities.
    • THE CHEF INN HOTEL Market consists of buyers, and buyers differ in one or more ways. They may differ in their wants, resources, and locations, buying attitudes and buying practices. Because buyers have unique needs and wants, each buyer is potentially a separate market. Market can be segmented on the basis of geographic, demographic, psycho graphic and behavioral trends. Our emphasis was on the demographic trends, which involves age, gender, income, occupation and family life cycle. 6.1.1 Market Needs The chef inn Hotel offers value and benefits to our clients, over and above the standard of our facilities and affordable rates. We seek to provide our guests with an exemplary personal service, and level of recognition that they have come to rely upon. We provide our guest with a luxurious, relaxed environment within which to conduct their business. An environment which they cannot find at our larger, more impersonal competitors. Our guests need to know that they can develop a relationship with the hotel that will ensure efficiency, value for their money and reliability in supplying them with the support they need, when they need it. 6.1.2 The Market The chef inn specializing in servicing business and corporate clients. It serves the business community, and visiting business traveler, in the Karachi city. Our key clients are contracted corporate clients originating from both international and domestic markets from within the travel trade, automotive and IT segments. The strategic location of the property is key to its success in these areas due to the proximity of the Exhibition Halls; Key to our business success is the level of customer loyalty and repeat business we receive on an annual basis. We offer our guests the most up-to-date technical business facilities, both inside the rooms and within the hotel's conference facilities. Our guests feel that they can conduct their business from within a less austere atmosphere than can be experienced in our competitive properties, where there is less personal recognition.
    • THE CHEF INN HOTEL 6.1.3 Patterns of Market Segmentation Homogenous Preference The Chef Inn hotel Focus on Relaxed Environment and Entertainment people must be attract t in our hotel due to entertainment because our competitor not provide these type of benefit • Marriott • Sheraton • Avari • Carlton • Pc Hotel
    • THE CHEF INN HOTEL 6.3.1 Corporate Travel Policies: As a result of various security issues, as regards travelling in both domestic and international markets, there has been a significant drop in corporate guests visiting the city. Although the level of corporate room business appears to be increasing again, it has had a significant affect on result and consequent projections for the future. 6.3.2 Local Business Trends: There has been a period of low activity in the area of conferencing and business catering with local companies electing to conduct meetings and seminars on their own premises in order to cost cut. This is changing however as group bookings, incoming visitors and day use of conference facilities is on the increase
    • THE CHEF INN HOTEL Marketing Strategy Our marketing strategy's objective is to communicate the unique set of services that we offer to discerning hotel guests. We attempt to direct the focus of our guests to the issues of quality and value for the money as opposed to simply the bottom line costs associated with their stay. Our marketing strategy will allow us to communicate our brand values, develop close working relationships with our customers and suppliers and to identify the needs of our guests in an effective manner. Continued differentiation and growth are two goals we have set for ourselves. Growth will take place by targeting new areas of business within both local and national communities. 7.0.1 Critical Issues We have many strengths including our differentiation strategy, our flat structure and highly skilled and well trained staff. Our weaknesses involve the need to communicate our strategy more clearly in the external environment, our high staff turnover and training requirements due to seasonal fluctuations. Although there is a low to medium threat of a competitive brand entering the market, there are also opportunities as regards the high level of dependency of our guests for our particular service. 7.0.2 Sales Plan Our sales plan hinges upon our sales strategy, sales process and, prospecting plan. As long as we follow the plans laid below we should be in good shape. 7.0.3 Sales Strategy We need to develop a relationship with the companies listed in our Sales Account Plan, as well as actively generate new accounts by soliciting first time corporate visitors. It will be important to remain competitive on price, as well as amenities. The corporate accounting department wants to make sure they limit the amount of money spent per night per employee on a business trip, but the business traveler will be able to express preference. 7.0.4 Web Plan Our website is already up and running, but needs to be revamped to give it an updated look and feel, as well as to add secure interactivity. The content is good -- it just need a little refresher.
    • THE CHEF INN HOTEL 7.0.5 We Need: 1. New home page design and navigation 2. Online reservations capability 3. Printable brochure 7.0.6 Website Goals Our website needs to be able to do the following: 1. Convey our messaging of high quality, luxury business accommodations 2. Be indexed on major travel websites so that people find us 3. Be able to take reservations online and make changes to reservations online • Financial Objectives  • Increase overall room revenue by 10%.  • Accomplish growth within the given budget of. Rs 12,122,200/=  • Increase corporate contracted rates to reflect the return of confidence in the corporate travel market. Keep payroll expenses down and reduce the level of overtime within the workforce. • Marketing Objectives  • To continue to communicate our strategic objectives to our target markets effectively.  • To provide a positive hotel experience to all our guests.  • To accomplish our growth targets within the given time and budget.  • Expand our markets and identify new markets for our product and services.
    • THE CHEF INN HOTEL Target Market Strategy Our primary targets continue to be professional visitors to the region from the following industries, where annual corporate contracts can be entered into: • Travel trade; • IT industry; • Automotive. Local firms will be targeted for day use of conference facilities, room nights for visiting executives and long stay professional guests. 7.2.1 Messaging It is critical to the success of The Chef Inn Hotel to make sure that the hotel is kept up to the highest level in order to keep the high quality branding that. Our messaging will reflect this high standard that we want to be associated with. We need to print brochures with high quality photographs as well as on high quality paper. It will be important to spend a little bit extra on marketing materials to ensure that they keep our "high quality" message in front of our customers. 7.2.2 Keys to Success • • Continue to develop ongoing relationships with frequent and new guests. • • Continue to develop and implement a strong communications plan in both national and international markets. • • Leverage our strength in the local market as a member of the community by supporting local events. • • Identify new markets for our services such as University-based target groups. • • Continue ongoing staff training and skill development to ensure the highest Standards of service.
    • THE CHEF INN HOTEL The Chef Inn Hotel is representative of the five star brands within the 'Exclusive Business Hotels of the World' group. Chef Inn Hotel offering between 25 and 35 exclusive rooms.The Chef Inn Hotel properties are renowned for their convenient and strategic locations within major cities throughout the country. Also synonymous with the brand are the high level of personal service guests receive, and the extensive range of comprehensive business facilities available in luxurious settings. Market Positioning Statement • Large Networking. • Provide Entertainment. • Provide Customer orientation. • 8.01 ATTRIBUTE POSITIONING  Relaxed Environment • 8.0.2 BENEFIT POSITIONING  Service for the corporate traveler  Internet connection,  Meeting rooms with all audio-visual and technology needs as well as catering for longer meetings  Between 25 and 35 exclusive rooms  To provides entertainment, good and healthy food  • 8.0.3 COMPETITOR POSITIONING  Strategic locations  Targeting corporate guests  Travel trade;  IT industry;  Automotive.  Customers are at the heart of our success
    • THE CHEF INN HOTEL • 8.0.4 QUALITY AND PRICE POSITIONING Pricing strategy has been consistent with the differentiation objective, to provide added value for a reasonable rate as opposed to discounting and de valuing our products and services Room rates quoted are net of tax and service, are per night, per room with continental breakfast included: 8.0.5 Positioning Strategy Value Proposition The Chef Inn offers the best, most personalized service for the corporate traveler. We include business essentials in every room, such as a nice desk, internet connection, wireless access, and provide easy to access meeting rooms with all audio-visual and technology needs as well as catering for longer meetings. BCG Analysis We are standing on Question Mark we need to more investment in business.
    • THE CHEF INN HOTEL 9.0.1 Place: product and service information are sold to the guest via personal selling, direct marketing, advertising and the Internet. Delivery channels include travel agents and international reservations systems. 9.0.2 Product Marketing Product: high quality facilities accompanied by exemplary personal service, differentiated from competition quality with the overall brand strategy has proven to be a successful approach generating high levels of repeat business. 9.0.3 Pricing Pricing strategy has been consistent with the differentiation objective, to provide added value for a reasonable rate as opposed to discounting and de valuing our products and services. Room rates quoted are net of tax and service, are per night, per room with continental breakfast included: • Corporate single – Rs: 15,000; • Corporate double - ;Rs: 25000 • Corporate double deluxe –Rs: 35000 • Corporate suite –Rs: 36,000(maximum occupancy 2 persons). Conference room rates are net of tax and service, quoted per day use with tea and Coffee breaks (2) included: • The Chef Inn Boardroom Rs: 15,000 • The Chef Inn Conference Hall Rs: 30,000 • The Chef Inn Ballroom Rs: 18,000 9.0.4 Promotion: primary focus will remain on mass communication via print ads in trade Publications and on the Internet. Direct mail campaigns to existing and prospective clients will increase as a cost effective means of targeted campaigning. Personal selling in the local market will remain an important element of the mix in order to continue to build long-term relationships within the local community and generate high levels of corporate activity. 9.0.5 Public Relations Activities will continue to play an important role in the marketing mix, presenting the hotel as a supportive member of the community and participating in significant local events.
    • THE CHEF INN HOTEL Direct Marketing Our direct marketing will be handled by our PR agency. We will buy select targeted list of corporate companies and send them information about THE CHEF INN, We know that we are no experts in direct marketing so it will be important that our PR agency handles every aspect of direct marketing for us.  ADVERTISMENT  Newspaper, Magazines  Billboards  Web sites  Radio  Television  PROMOTION  Sales discount  Special offers  PUBLIC RELATION  Employee promotions  Sponsorships
    • THE CHEF INN HOTEL . • Gaming Zone • Bowling Area • Swimming Polls • Mini Golf Course • Foods on Leaves • Internet Facility in every room • Tourist Guide • Cinema Hall • Doctor Online • Healthy Food Offer To Diabetes, Sugar Patient • 24 Hour Switchboard • Airport Shuttle • Baby Sitting • All Rounder Dishes • Coffee Maker • Dry Cleaning • Electric Locks • Elevators • Exercise Facilities, TV,Treadmill,StairClimber,Exercise Bike and Universal Weight Machine • Exterior Corridors • Free Deluxe Continental Breakfast • Free Newspaper • Interior Corridors • Pets Allowed • Non Smoking Room • Refrigerator • Sauna • Steam Room • Suites Available • Wake Up Service • Wheel Chair Access • Cable Channels/Direct TV • Hairdryer In Room • Work Desk
    • THE CHEF INN HOTEL Service Differentiation. Our hotel provides guests with an alternative to the impersonal, large five star properties in the Karachi city. Strategically located, our property enables our guests to be at the heart of the business community and yet in an environment of calm and professionalism. We seek to differentiate our product and services in the following areas:  • Personal recognition of our frequent travelers who return time and again.  • Luxurious rooms that offer a sense of doing business from 'home.'  • Staff that have a strong customer-service ethic.  • Business facilities second to none in town 11.0.1 Hotel Rooms
    • THE CHEF INN HOTEL 11.0.2 Conference Room 11.0.3 Dining Hall 11.0.4 Products( food that we offer)
    • THE CHEF INN HOTEL CHICKEN TIKKA QEMMA WITH RICE CHICKEN HOT
    • THE CHEF INN HOTEL FISH AND CHIPS FRIED QEEMA Chili Chatpata
    • THE CHEF INN HOTEL THAI FOOD FRIED RICE Spicy Mix SPICY SPEGATHY
    • THE CHEF INN HOTEL EGG PIZZA HEALTHY FOOD SWEET DISHIES
    • THE CHEF INN HOTEL JALEBEE SINDHI RASOI ICE CREAM AND JUICE CHOCLTAE WITH VANILA
    • THE CHEF INN HOTEL CHOCLATE HEART ICE CREAM MANGO JUICE STRABERRY JUICE RED WINE
    • THE CHEF INN HOTEL There are two main purpose of budget: to project profitability and to help managers plan for expenditures, scheduling and operation related to each action program. Marketing Budget Plan for The Chef Inn Category Quantity Cost Total ADVERTISEMENT Newspaper 8 Rs 120,000 Rs 960,000 Magazines 8 Rs 360,000 Rs 2,880,000 Billboards 4 Rs 800,000 Rs 3,200,000 Web sites 2 Rs 140,000 Rs 2,80,000 Radio 5 Rs 20,000 Rs 100,000 Television 5 Rs 910,000 Rs 4,550,000 Advertisement total Rs 11,970,000 PROMOTION Sales discount 40 Rs 100 Rs 4,000 Special offers 60 Rs 120 Rs 7,200 Promotion total Rs 11,200 PUBLIC RELATION Employee promotions 8 Rs 12,000 Rs 96,000 Sponsorships 3 Rs 15,000 Rs 45,000 Public relation total Rs 141,000 Estimated Grand Total Rs 12,122,200/=
    • THE CHEF INN HOTEL 13.0.1MARKET ANALYSIS 35 30 25 The Chef Inn 20 Avari Hotel 15 Sheraton Hotel Marriott Hotel 10 5 0 TRAVEL 45% IT 35% AUTOMOTIVE 25% TRAVEL IT INDUSTRY AUTOMOTIVE
    • THE CHEF INN HOTEL 13.0.3 13.0.4 Questionnaire Results 80 70 Q9 60 Q8 50 Q7 Q6 40 80 78 75 80 Q5 30 65 65 60 Q4 20 45 35 Q3 10 Q2 0 Q1 Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9
    • THE CHEF INN HOTEL Q1) what is the monthly expenditure of your family? a) 40,000 – 50,000 b) 51,000 – 60,000 c) 61,000 – 70,000 d) 71,000 – 80,000 e) 81,000 – Above Q2) How Many Family Members in your family? a) 1 To 4 b) 5 To 6 c) ________ Q3) where you go for hoteling Mostly? a) Marriott b) Sheraton c) Ramada d) Avari e) Carlton f) Others Q4) Which Kinds of food you like? a) Pakistani food b) Chinese Food c) Other Q5) What features do you like to see in hotel? a) Security b) Reliability c) Efficiency d) Taste of Food
    • THE CHEF INN HOTEL Q6) What Advantage do you want to see in any hotel? a) Wide Networking b) Entertainment c) Discount Rate Q7) Have you ever listen about THE HOTEL CHEF INN? a) Yes b) No Q8) If yes have ever visited it? a) Yes b) No Q9) What Feature Would you like to see in? a) Reliability b) Discount rate c) Customization d) If any other please specify ___________________ Q10) Do you have any suggestions? _______________________________________________________ _______________________________________________________ Q11) Personal Information Name: ____________ Sex: ______________ Age: _____________ Qualification: ____________ Marital status: ____________ HAVE A NICE DAY
    • THE CHEF INN HOTEL 15.0 - Recommendation  Hotel Industries in Pakistan now should move to improving the top priority of market.  Hotel Industries in Pakistan should work on improving its image and create market loyalty.  Hotel Industries can create a mental association with people.  Hotel Industries in Pakistan, The quality and service providing of the fast delivery process and reliability should be improved.
    • THE CHEF INN HOTEL 16.0 - Conclusion We would like to conclude on a special note regarding very keen and sharp completive environment in which Hotel Industries is placed in Pakistan. While the competitive pressure is likely to accentuate and, determined to convert this into a challenge and seek out opportunities for growth through customer focus and aggressive marketing of their products and services by Hotel Industries and we also conclude the future of Hotel Industries in Pakistan is become wide, vital and source of earning in the business world.
    • THE CHEF INN HOTEL 17.0- Biblography www.Scribd.com Data search from internet sources www.yahoo.com www.google .com