Your SlideShare is downloading. ×
Multifunctional center in carpiano  14th july presentation
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Multifunctional center in carpiano 14th july presentation

1,191
views

Published on

Business Plan edited by a group of students of MTM IULM.

Business Plan edited by a group of students of MTM IULM.

Published in: Real Estate, Business, Education

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,191
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Business PlanMultifunctional center in Carpiano Tutor: Professor Emilio Valdameri Antonelli Davide, Bekmurzayeva Aspet, Cusenza Simona, Georgieva Dilyana, Jurgembayeva Dinara, Perna Monica, Torricella Francesca Master in Tourism Management – VII edition – 2010-2011 1
  • 2. AKNO Business ParksFounded by Mr. Massimo Nouhi, AKNO Business Parks S.p.A. is the leader in theconstruction of industrial and logistic complexes as well as in the revitalizationand reconfiguration of forgotten areas.It first started its operations in a town close to Milan, Caleppio di Settala, whereits headquarters are still located today. Master in Tourism Management – VII edition – 2010-2011 2
  • 3. What is a BUSINESS PARK? A business park is an industrial complex with excellent functionality ofthe structures, respect of the environment and security and preservation of the properties typically protected by perimeter fences with a singular entrance with 24 hours surveillance. The business park is located in Carpiano. Master in Tourism Management – VII edition – 2010-2011 3
  • 4. The projectMaster in Tourism Management – VII edition – 2010-2011 4
  • 5. A closer focus….HOTELAREA Master in Tourism Management – VII edition – 2010-2011 5
  • 6. Methodologies1. Introduction to Carpiano2. Inventory of attractions3. Tourism trends and competitive set analysis4. Target market: survey outcome5. Analysis of the business tourism segments6. Promotional goals7. Evaluation plan and choice of the partner in management8. Sales and promotion campaign Master in Tourism Management – VII edition – 2010-2011 6
  • 7. 1. Introduction to Carpiano • Furthest Municipality in the province of Milan; • 3700 inhabitants; • 14 working farmsteads in 17 square kilometers; • Industrial firms and administrative offices;Master in Tourism Management – VII edition – 2010-2011 7
  • 8. 2. Inventory of attractions Attractions: Firms: Bars: Restaurants: Not provided - Carthusian - DHL Freight; - Benzoni - Bar - Pizzeria Dai Services: Monastery; - Volvo; Tabacchi; Pugliesi 3 Da -Supermarket; - Cathedral; - La Mantide; William; - Hospital; - GAMMA- Chiesa di San commercial; - A.S. - Ristorante - Pharmacies; Michele. Carpianese Lodigiani; - SDA; - Cinema; - Bar - Piemmea - HILTI ITALIA S.R.L. - Leisure SPA. Cavallino. facilities (gym, beauty centre). Master in Tourism Management – VII edition – 2010-2011
  • 9. Why Carpiano? Understanding our location Strengths: Weaknesses:- Position: near Milan, close to 2 highways - Carpiano is not a tourism destination- Multifunctional centre - Lack of services- 24 hour security of the center as a - Moderate involvement of the municipalityguarantee for drivers - The lack of transports’ connections- Local community involvement - Absence of tourism planning & promotion SWOT analysis Opportunities: Threats:- The international scenario and Expo 2015 - Competitive set- The position of Carpiano- The business and logistics environment - Seasonality- Presence of some cultural attractions - Lack of cooperation and collaboration- The great number of events- Brand new building Master in Tourism Management – VII edition – 2010-2011
  • 10. 3. Tourism trends World Tourism Trends Tourism flow in the world: UNWTO forecast International tourist arrivals by region (in millions), 1950 - 2020Source: UNWTO Master in Tourism Management – VII edition – 2010-2011 10
  • 11. 3. Tourism trends World Tourism Trends Inbound tourism: means of transportSource: UNWTO Master in Tourism Management – VII edition – 2010-2011 11
  • 12. 3. Tourism trends European Scenario Percentage Variation in International Arrivals100,0% 80,0% 60,0% 40,0% Spain 20,0% 17,00% France Italy 0,0% -20,0% -40,0% -60,0%Source: elaboration from Eurostat data Master in Tourism Management – VII edition – 2010-2011 12
  • 13. 3. Tourism trends Tourism in Italy Demand in Italy Arrivals for different categories 40.000.000 35.000.000 30.000.000 25.000.000 5 stars and 5* luxury 3 stars 20.000.000 4 stars 15.000.000 2 stars 1 star 10.000.000 5.000.000 - 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009Source: elaboration from Eurostat data Master in Tourism Management – VII edition – 2010-2011 13
  • 14. 3. Tourism trends Tourism in Italy: Demand in Italy in Business Travel Business travel in Italy Business travellers divided by profession Nord Italy Centre Italy Managers, enterpreneurs South Italy and freelance 13% Clerks 7% 28% 26% Working class 48% 54% Small 24% enterpreneursThe chart shows that one traveler out of two is a The main type of business traveler are clerks.business man. (That means great opportunitiesfor a business hotel in Carpiano). Source: Istat, quarter year survey -"Viaggi e vacanze“, 2009 Master in Tourism Management – VII edition – 2010-2011 14
  • 15. 3. Tourism trends Tourism in Lombardy: Tourists trend in Lombardy and arrivals composition in Milan35.000.00030.000.00025.000.000 Arrivals Overnights20.000.00015.000.000 PV MN SO VA 1% 2% 5% 7% BG10.000.000 7% MI 5.000.000 47% BS - 16% 2000 2001 2002 2004 2005 2006 2007 2008 2009 CO MB LO LC 8% CR 3% 1% 1% Source: Istat 2% Master in Tourism Management – VII edition – 2010-2011 15
  • 16. 3. Tourism trends Tourism in Milan: Tourism demand in Milan and Province 12.000.000 10.000.000 8.000.000 6.000.000 Overnights Arrivals 4.000.000 2.000.000 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009The trend is nearly constant during those 9 years, except for the period 2004-2005 that shows a little decrease and then comes back growing.Source: Istat Master in Tourism Management – VII edition – 2010-2011 16
  • 17. 3. Tourism trends The tourism offer Evolution of the offer capacity in Italy 2.500.000 2.000.000 1.500.000 Bedplaces 1.000.000 Rooms Total 500.000 0Source: Istat Master in Tourism Management – VII edition – 2010-2011 17
  • 18. 3. Tourism trends The tourism offer Evolution of the offer capacity in Italy30.00025.00020.00015.000 5 * - 4* 3* - RTA10.000 2* - 1* 5.000 0 1990 1993 1994 1995 1998 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009Source: Istat Master in Tourism Management – VII edition – 2010-2011 18
  • 19. 3. Tourism trends The tourism offer The accommodation offer in Milan 10.000 9.000 8.000 7.000 6.000 5.000 4.000 3.000 2.000 1.000 - 2002 2003 2004 2005 2006 2007 2008 2009 4 stars 5 stars - luxury 3 stars -RTA 2 stars 1 starSource: Istat Master in Tourism Management – VII edition – 2010-2011 19
  • 20. 3. Tourism trends The tourism offer Percentage composition of the bed offer in Milan in 2009 5 * - LUXURY 4* 3* 2* 1* 4,4% 2,2% 0,3% 32,9% 60,2%Source: Istat Master in Tourism Management – VII edition – 2010-2011 20
  • 21. 3.B Competitive set analysis NH Holiday Novotel Air Hotel INN ATA Hotel Crowne The One Plaza Residence Golf HotelATA Hotel Il Telegrafo OURRipamonti Hotel Master in Tourism Management – VII edition – 2010-2011 21
  • 22. 4. Target market: survey outcome One-day survey in Carpiano; More than 40 people asked to be interviewed, but only 25% agreed; Residents’ survey divided in two parts: - Socio Demographic Data; -AKNO Carpiano Project Awareness; Municipality’s interview with the participation of: - Mr Ronchi, Carpiano’s Mayor; - Mr Brocca, the architect responsible for the technical department of the Municipality of Carpiano.Master in Tourism Management – VII edition – 2010-2011 22
  • 23. 4. Target market: survey outcome Interviewees opinion about theInterviewees satisfactionheard with Have interviewees ever degree Interviewees opinion about the project about AKNO services actual project? Municipality of Carpiano Where 90% 0% 0% “improvements” 10% High 30% 10% A good place where to live In favour Yes No is a synonym of Medium services to be Against Low 90% 90% 70% A place where Uninterested improvements are provided in needed Carpiano. 10% A place with a lack of opportunities Master in Tourism Management – VII edition – 2010-2011 23
  • 24. 4. Target market: survey outcome Primary services residents would like to have in Carpiano40% The absence of 30% supermarkets 20% and stores 10% really upsets the community of Carpiano.ATMs Grocery Banks/Post office Gym Activities residents would like to have in Carpiano The construction of the 100% multifunctional center should therefore take this 50% 40% into consideration. 10%Shops Cinema Supermarkets Restaurants Master in Tourism Management – VII edition – 2010-2011 24
  • 25. 4. Target market: survey outcome Kind of hospitality servicesinterviewees would expect to have in The choice of hotel Carpiano category has taken into 10% 10% consideration several Private B&B factors, among which the Boutique/Design residents’ perception hotel Service apartments about the kind of accommodation services 80% suitable for Carpiano. Master in Tourism Management – VII edition – 2010-2011 25
  • 26. 5. Analysis of the business tourism segmentsAfter the analysis of the needs of different possible types of segments, we decided to mainly focus on the following three targets: Clerks/ Sales Representatives and mid-scale Business Men Families and Group of Friends Young Couples Master in Tourism Management – VII edition – 2010-2011
  • 27. 5. Analysis of the business tourism segments The HOTEL STRUCTURE Ground floor: bar, reception, back- office with Management offices, a 70 sq meter equipped meeting room for1st, 2nd and 3rd Floor 40 people; First floor: 14 out of 30 connecting rooms for families Second floor: standard rooms for young couples with welcome gifts at Fourth Floor arrival: candies and wine bottle; Third floor: standard rooms for clerks; Fourth floor: EXECUTIVE floor with 1 suite and 28 rooms with free mini bar, higher quality furniture, 30 sq meter “private” equipped meeting room for 2-15 people and waiting room. Master in Tourism Management – VII edition – 2010-2011 27
  • 28. 5. Analysis of thebusiness tourism segments The HOTEL STRUCTURE The basement plan will provide: -parking for hotel guests; - a wellness center with swimming pool, Turkish bath and water massage.Master in Tourism Management – VII edition – 2010-2011 28
  • 29. 5. Analysis of thebusiness tourism segments HOTEL STRUCTURE: The current look and design…Master in Tourism Management – VII edition – 2010-2011 29
  • 30. 5. Analysis of thebusiness tourism segments HOTEL DESIGN: How it could look like ... The Room Room 4th floor wellness The hall type B type A center SuiteMaster in Tourism Management – VII edition – 2010-2011 30
  • 31. 6. Promotional goals Target Clerks, families, young couples, friends and professionalslooking for 3-4 stars hotel experience due to their success and hard work. Core strategy Modernity that will surprise you How? • Extensive menu Room service • All types of products that can be found at the hotel bar or can be ordered at the main restaurant • Different each day and tailored to individuals’ interests Surprise gifts • Food, candies and bottles of wine in the room Master in Tourism Management – VII edition – 2010-2011 31
  • 32. 6. Promotional goals Core strategyProject unwavering dedication to the mission and surprise visitors with services Focus on the staff members • New techniques in hiring new staff looking at One their creativity and ethics • Staff will be trained to seek out new ways to Two surprise and excite customers • The results of the training will be measured Three through customer ratings and customer reviews Master in Tourism Management – VII edition – 2010-2011 32
  • 33. 6. Promotional goals Services offered in the hotel - Room service - Free Wi FI in the whole hotel -12 hour bar - Everyday newspaper -Internet corner in the - 4 self-service machines reception with 2 computers - happy hours - Late check-in for business men and late check-out for - Meeting rooms with video- free breakfast for children up couples equipment, copy/print service, to 12 years old fax machine, international - Shuttle service upon request calls, computer to project - High chairs and bottle from/to Linate airport and San warmers presentations, stationery Donato Station (branded blocks and pens) - Topolino menu for kids - Parking Master in Tourism Management – VII edition – 2010-2011 33
  • 34. 6. Promotional goals Services offered in the multifunctional centerLaundry Road House Supermarket Parking Room Restaurant Master in Tourism Management – VII edition – 2010-2011 34
  • 35. 7. Evaluation plan and choice of the partner in management Considerations on the Italian market and its composition Foreign chainsItalian chains Aggregations Generally Working all across Companies that, on medium or small the world, usually the national or size. providing international base, managing or represent franchising independent contracts. hotels. Master in Tourism Management – VII edition – 2010-2011 35
  • 36. 7. Evaluation plan and choice of the partner in management Considerations on the possible brands And the final decision: Affiliation contract; Long- term strategy; Coherence with our philosophy; Less binding contract; BW presence in the business area of Milan and brand recognition; Possibility to receive reservations from all over the world; Possibility of offering staff training; Special treatments to Cluster Business and Cluster Kids segment, as well as women. Master in Tourism Management – VII edition – 2010-2011 36
  • 37. 7.B Economic AnalysisREVENUES 2012 2013 2014 2015 2016Rooms Revenues (VAT excluded breakfast excluded) € 1.037.564,70 € 1.226.515,07 € 1.431.259,98 € 1.657.592,57 € 1.799.716,43 % TOTAL REVENUES 67% 69% 70% 70% 70%Average Price for Breakfast (VAT included) € 7,00 € 7,00 € 7,00 € 8,00 € 8,00Revenues for Breakfast (VAT included) € 187.879,36 € 204.463,64 € 221.047,91 € 276.318,00 € 300.009,82 % TOTAL REVENUES 12% 11% 11% 12% 12%Total Rooms Revenues € 1.225.444,07 € 1.430.978,70 € 1.652.307,89 € 1.933.910,57 € 2.099.726,25 % TOTAL REVENUES 79% 80% 81% 81% 82%% of presence of guests in the bar 35% 35% 35% 35% 35%Average price for meal (VAT included)* € 7,50 € 7,50 € 7,50 € 7,50 € 7,50Revenues for Bar (VAT excluded) € 70.454,76 € 76.673,86 € 82.892,97 € 90.666,84 € 98.440,72Revenues for Banquets/Seminars (VAT excluded) € 35.500,00 € 36.000,00 € 37.500,00 € 38.500,00 € 40.000,00TOTAL REVENUES FOR BREAKFAST, BAR AND BANQUETS € 293.834,13 € 317.137,50 € 341.440,88 € 405.484,84 € 438.450,54 % TOTAL REVENUES 19% 18% 17% 17% 17%REVENUES for INTERNATIONAL CALLS*** € 25,00 € 25,00 € 25,00 € 25,00 € 25,00REVENUES for MICE FACILITIES**** € 12.000,00 € 12.000,00 € 12.000,00 € 12.000,00 € 12.000,00REVENUES for WELLNESS CENTER (VAT excluded)***** € 20.000,00 € 25.000,00 € 25.000,00 € 25.000,00 € 25.000,00TOTAL OTHER REVENUES (VAT excluded) € 32.025,00 € 37.025,00 € 37.025,00 € 37.025,00 € 37.025,00 % TOTAL REVENUES 2,1% 2,1% 1,8% 1,6% 1,4%NET REVENUES VAT Excluded € 1.551.303,19 € 1.785.141,20 € 2.030.773,76 € 2.376.420,41 € 2.575.201,79OPERATING COSTS******TOTAL PERSONNEL Total employees 17 18 18 22 23 Value € 597.251,47 € 628.015,56 € 658.204,80 € 728.991,36 € 759.342,98 % of Revenues 38,5% 35,2% 32,4% 30,7% 29,5%VARIOUS COSTS for ROOMS (roomsupplies+laundry+linen) % of Room Revenues 6% 6% 6% 6% 6% Value € 62.253,88 € 73.590,90 € 85.875,60 € 99.455,55 € 107.982,99 % of Bar Revenue (seeVARIOUS COSTS for BAR table specifications) 33,2% 33,5% 33,9% 30,8% 30,7%(food for breakfast, bar, banquets, minibar) Value € 97.501,54 € 106.121,25 € 115.606,57 € 124.925,71 € 134.547,36ADMINISTRATION COSTS Value € 30.000,00 € 30.000,00 € 30.000,00 € 30.000,00 € 30.000,00 Per Room € 252,10 € 252,10 € 252,10 € 252,10 € 252,10COMMERCIAL COSTS Value € 177.158,54 € 143.046,91 € 159.221,57 € 178.269,79 € 189.882,64 Per Room € 1.488,73 € 1.202,07 € 1.338,00 € 1.498,07 € 1.595,65Best Western Fees € 30.089,38 € 35.568,94 € 41.506,54 € 48.070,18 € 52.191,78OLTA fees (on revenues from rooms booked through OLTA) € 55.161,16 € 64.648,97 € 74.886,04 € 87.370,60 € 94.861,86MAINTENANCE COSTS Value € 30.000,00 € 32.000,00 € 35.000,00 € 37.000,00 € 37.000,00 Per Room € 252,10 € 268,91 € 294,12 € 310,92 € 310,92ENERGY COST Value € 100.000,00 € 100.000,00 € 100.000,00 € 100.000,00 € 100.000,00 Per Sold Room 5,08 4,67 4,32 3,95 3,64VARIOUS COSTS % of Revenues 3% 3% 3% 3% 3% Value € 44.987,79 € 51.769,09 € 58.892,44 € 68.916,19 € 74.680,85PRE-OPENING COSTS Value 0,00 0,00 0,00 0,00 0,00TOTAL OPERATING COSTS Value € 1.139.153,23 € 1.164.543,72 € 1.242.800,98 € 1.367.558,61 € 1.433.436,81 % Total Revenues 73,4% 65,2% 61,2% 57,5% 55,7%GROSS OPERATING PROFIT Value € 412.149,97 € 620.597,49 € 787.972,78 € 1.008.861,81 € 1.141.764,98 % Total Revenues 26,6% 34,8% 38,8% 42,5% 44,3% Master in Tourism Management – VII edition – 2010-2011 37
  • 38. 7.B Economic Analysis1. Direct mangement? 2. Lease contract? 3. Management contract? GOP Value € 412.150 € 620.597 € 787.973 € 1.008.862 € 1.141.765 % Total Revenues 28,1% 36,1% 40,0% 44,5% 46,2% Forecasted Investment € 10.000.000 € 10.000.000 € 10.000.000 € 10.000.001 € 10.000.002 Direct management ROI 4,1% 6,2% 7,9% 10,1% 11,4% good/average Lease contract 60% of GOP 60,0% 60,0% 60,0% 60,0% 60,0% € 247.290 € 372.358 € 472.784 € 605.317 € 685.059 ROI 2,5% 3,7% 4,7% 6,1% 6,9% % of revenues 15,9% 20,9% 23,3% 25,5% 26,6% too much!! 20,0% 20,0% 20,0% 20,0% 20,0% € 277.675 € 321.612 € 368.308 € 431.033 € 467.493 not enought !! Management contract Management fee 10% 10% 10% 10% 10% € 155.130 € 178.514 € 203.077 € 237.642 € 257.520 New GOP € 257.020 € 442.083 € 584.895 € 771.220 € 884.245 New ROI 2,6% 4,4% 5,8% 7,7% 8,8% good/average Master in Tourism Management – VII edition – 2010-2011 38
  • 39. 8. Sales and promotion campaign Product: Placement:- 4 floor hotel - South part of the province of Milan- 119 rooms - Mid scale market- 2 congress rooms - Focused on people who travel for work,- Basic and extra services families and couples- MICE facilities Marketing MIX Price: Promotion:- High season best rate : 85€ - Billboards and branded merchandise- Low season best rate : 75 € - Press conference, social networks and- Discounts for fully prepaid advanced newslettersbooking - Partnerships with OLTA, packages for niche- Charges based on variations and extra marketsservices - Reward program and CRM Master in Tourism Management – VII edition – 2010-2011 39
  • 40. 8. Sales and promotion campaignOur Hotel will use a professional photographer and design firm to produce the following materials: http://venice.arounder.com /it/hotel-4-stelle/best- western-hotel-la-di- moret/suite-1.html Master in Tourism Management – VII edition – 2010-2011 40
  • 41. Find your home on your way home: stay at Best Western Carpiano!Thank you for your attention Master in Tourism Management – VII edition – 2010-2011 41