Introduction & Executive SummaryWhether business or pleasure brings you to Canada’sCapital, the luxurious 5 star Aram Suite Hotel offers awide variety hotel services and guest amenitiesdesigned exclusively for your benefit.Each is provided to help transform your stay into anextraordinary hotel experience in downtown Ottawa.
Business Description• 6 different rooms• Kitchen• LCD/ DVD/ CD players/Laptops• Marbled Bathrooms/ Hair Dryers/• Kitchen/ Cutleries/ Coffee Maker/ Microwave/ Fridge• 24 Hour Gift Shop• Two Storey Swimming Pool• 24 Hour Gym/ Squash Room• Meeting Centre• Restaurant/ Lounge/ Patio• Kid’s Club
Vision & Objectives‘Downtown Toronto over viewing the skyline of Ottawasuiting feeling of being at home’ -Aram-
Management and Ownership Ownership Executive Supervisor board board
Hotel Organization Chart General Manager Sales & Maintenance Resident Human Food & Beverage Controller Resource DirectorMarketing Chief Manager Front Office Executive Manager Housekeeper
Marketing PlanSince we took over the already existing Westin Hotel Ottawa,• Within one year - Aggressive marketing campaign to attempt to penetrate the market and generate new business.• focus on marketing by: using benefits - already recognition among people, easier organizing, saving money and time to build up clients, do paper work for government approval. analyzing and anticipation realistic expense plan in the future - tracking back at least one year or more. quick adding or replacing planning that are needed to be improved
Marketing Plan (cont.)• Focusing improvement on our restaurant, banquet, catering, and room service to satisfy customer. - Ottawa convention center is nearby.• Covering our weakness and threat by word of mouth through our special service, advertisement, promotion, and many strategies - encouraging existing customers to keep returning to our hotel by various promotions.
SWOT Analysis (cont.) Strength• Upgraded Five stars opulent surroundings• Colonel, downtown in the central Ottawa• Connection with subway by the underground PATH Walkway to approximately 1,200 shops, services and attractions• A knowledgeable Concierge team• Fine dining(formal and informal)• State-of-the-art exercise facilities• Library• 24 hours business center• Shuttle transportation to the airport• Aram kid’s club• A Green / Sustainable Property – goal to get 5 green keys from the Hotel Association of Canada
SWOT Analysis (cont.) Weakness• Limited range of customer --- High in prices• Crowded and too much traffic
SWOT Analysis (cont.) Opportunity• Well recognition to people ( since we bought exist hotel)• Already having a customer list from the previous owner• Saving time and budget by changing only some parts that need to be improved• Ottawa International Airport is 20 min from the hotel• Shuttle transportation to the airport• Easy access to the subway• Nearby points of interest include Rideau shopping center and Ottawa Byward Market (for night ) as well as Parliament Hill, Ottawa Convention Centre, National Gallery of Canada, University of Ottawa and Supreme Court of Canada
SWOT Analysis (cont.) Threat• Task to change previous image since we bought exist hotel• Making exist customer keep visiting due to new image• management of exist employees
Market Research & AnalysisLocation• We are planning on buying the Westin Hotel located in 11 Colonel By Drive, Ottawa• Walking distance of several attractions: Airport, Government of Canada, the National Press Blog building , Embassy of Italy, Constitution Square, Currency Museum Bank of Canada, and British High Commission and the University Of Ottawa, Dominican University College, other businesses and banks, Saint Vincent Hospital, Parliament Pub near, Rideau Night Club, Sparks Street, subways stations.
Feasibility Report Gallery Ottawa Byward Market Rideau shopping center Aram Suite Hotel Supreme Court Uni. of Parliament Convention Ottawa Hill Centre
Feasibility Report (cont.)Access & Transportation• Airport – Ottawa International airport - Approx. 7miles from the hotel - Easy accessible via hotel’s shuttle bus or taxi within 20min• Bus – Station within 1.3 Km from the hotel• Highway 417 – within 2Km from the hotel
Feasibility Report (cont.)Population• The current population of the Ottawa – approx. 870,250• Faster than Ontario’s rate – 6.2%• Employment also slightly continues to remain growing in Ottawa• Growing population will help the hotel development
Feasibility Report (cont.)Competitive Market• Sheraton of Ottawa• The Fairmont Chateau Laurier• The Marriott Ottawa• Lord Elgin Hotel• Capital Hill Suit and Hotel• Arc the Hotel Ottawa• Les suites hotel• Capital hill hotel & Suites
Key Project’s Schedule Dates Managing Day-to day Activities & Operations Paying for Start-up Cost Marketing On Time Official Contract Name Signing Change
Development Budget Partial Update Improvement Purchasing Westin Hotel Approx. $45 million to complete
Advertising & Promotion plans TV Twitter, Blog, Face Book Flyer Newspaper YouTube, Video, PhotoSocial Media Wiki Travel, Trip Advisor, Virtual Tourist Feedback, Google Alert
Thank you Afarin ShiraniAnthony PhaithDzyne Mitzy Shim designed by Mitzy