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Strategic Management

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final report of the same class, strategic management. i guess i really like my teacher Tony, that's why i paid 10 hours to do the ppt. haha. Mr. Tony like it a lot, but some of the students told me …

final report of the same class, strategic management. i guess i really like my teacher Tony, that's why i paid 10 hours to do the ppt. haha. Mr. Tony like it a lot, but some of the students told me they are scared by some of the ladys. by the way, strongly recommand: http://www.loriearley.com/

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Transcript

  • 1. Strategic Management Ibis
  • 2. Content Part 1 General Information of Ibis Huamark Hotel Background – Accor Group Location Major Product and Service Part 2 Ibis Huamark Hotel Business Description Vision & Mission Market Segmentation Marketing mix Part 3 Analysis OT/SW Analysis Five Forces Analysis 3 Generic Strategies Matrix Analysis Firm’s Capabilities Part 4 Recommendation Part 5 Conclusion
  • 3. Part 1 General Information of Ibis Huamark Bangkok Hotel
  • 4. Background – Accor Group 2347 hotels 1186 hotels 169 hotels 160 hotels 153 hotels 135 hotels 21 hotels
  • 5. Hotel Brands – Accor Group Etap ibis All seasons Suitehotel Mercure Novotel Sofitel
  • 6. Location 30 min Concept Comfortable, reliable and affordable! Simple Ibis, think Ibis!
  • 7. iCafe Meeting Room Swimming Pool Bar Major Product and Service Standard Room Superior Room
  • 8. Part 2 Ibis Huamark Hotel Business Description
  • 9. Business planning Vision Mission Core competency value of money cleanness of rooms Competitive Advantage strong distribution channels & brand value
  • 10. Market Segmentation
    • Thailand 32%
    • Japan 11%
    • Malaysia 8%
    • Taiwan 6%
    • Singapore 4%
    • Thailand 90%
    • U.S.A
    • Singapore
    • Thailand 24%
    • U.S.A 10%
    • Singapore 5%
    • Australia 4%
    • Korea 4%
    • China 30%
    • Korea 25%
    • Taiwan 20%
    • India 10%
    • Hong Kong 5%
    • Total Market
    • China 21%
    • Korea 18%
    • Taiwan 14%
    • Thailand 13%
    • India 7%
  • 11. Marketing mix
    • Distribution
    • P owerful internet booking system
    • direct contract to oversea agents
    Promotion The first booker gets the cheapest rate. Cooperated with All Season Hotel Pattaya Accor members Price FIT 2200Baht BI 1500Baht BG 1300Baht LI 1200Baht LG 800Baht
  • 12. Part 3 Analysis
  • 13. OT
    • Opportunities
    • T o gain more market share due to the location and brand value
    • Strategy
    • B uild better CRM
    • Threats
    • More number of new hotels
    • S ubstitute
    • Unstable political situation
    • Strategy
    • Travel agent preference
    • Build better CRM
  • 14. SW
    • Strength
    • Cleanliness
    • CRM
    • Brand Value of Accor
    • Value of money
    • Prompt reply
    • Attractive packages and better relationship
    • Strategy
    • Maintain and improve 15 minutes service guarante e
    • Continuous training
    • Continuous employee motivation
    • Weakness
    • Lobby / breakfast area Limitation
    • Small Meeting Room
    • Swimming Pool
    • Lack of Twin rooms to feed travel agents’ needs
    • Strategy
    • Increase the size of the lobby, meeting room and swimming pool
    • Increase the number of twin rooms
  • 15. Porter’s Five Forces Analysis Pros Cons
    • New Entrants Barrier – Low
    • H otel operating license
    • C apital requirement
    • B uilding distribution network
    • H uman resource requirement
    • Rivalry – High
    • M any Competitors
    • E xit barrier
    • Bargaining Power of Suppliers – Low
    • M any suppliers
    • S witching cost of suppliers
    • Bargaining Power of Buyers – High
    • S witching cost
    • A dvance technology
    • Substitutes – Low
    • R eadily available and attractive priced
    • N ot comparable
    • S witching Cost
  • 16. 3 Generic Strategies
  • 17. Matrix Analysis Novotel Maxx Ibis Alexander Dynasty Royal Pacific
    • Novotel Suvarnahumi - biggest competitor in leisure FIT market
    • L ocation, airport hotel
    • U sing same marketing channel(Accor group website)
    • N ovotel has stronger brand awareness.
    • S tay over one or two night, there is not an absolutely amount of cost saving compare from these two hotels.
  • 18. FIT Rate market share(%focus on leisure FIT) Price is important for FIT or not FIT didn’t care about little difference of price much Novotel Dynasty Royal Pacific Ibis Alexander Maxx
  • 19. Service Quality market share(%focus on leisure FIT) Service Quality is important for FIT or not Service quality is important for FIT guest. Novotel Dynasty Royal Pacific Ibis Alexander Maxx
  • 20. Service Quality FIT Rate Value of FIT guest Ibis has much better Value compare to other competitors. Novotel Royal Pacific Ibis Alexander Maxx Dynasty
  • 21. Group (same size) rate market share (%focus on leisure group) Price is important for group or not Price is a very sensitive factor of travel agent Novotel Royal Pacific Ibis Maxx Dynasty Alexander
  • 22. Service quality market share (%focus on leisure group) Service Quality is important for group or not Service quality is not a big issue of Leisure group market. Novotel Royal Pacific Ibis Maxx Dynasty Alexander
  • 23. Service Quality Leisure Group Rate Value of leisure group guest Ibis has much better Value compare to other competitors, which seems like not necessary for this market. Novotel Royal Pacific Ibis Alexander Maxx Dynasty
  • 24. Chinese market Ownership/management independent Who will prefer Chinese more Ibis is not really suitable in this particular market Novotel Royal Pacific Ibis Maxx Dynasty Alexander
  • 25. Brand Value market share (%focus on leisure group) Strong brand should focus more on group sales or not The brand value does not have big influence of travel agents, which is strength of Ibis. However, as we know, more than 60% of their business is Leisure Group. Novotel Royal Pacific Maxx Dynasty Alexander Ibis
  • 26. Thai people rate - foreign rate market segment(%focus on corporate group) How profitable of Thai guests Ibis set a big gap between Thai guest rate and foreign guest rate. Government officer Slow down cash flow Novotel Royal Pacific Maxx Dynasty Alexander Ibis
  • 27. International awareness market share (%focus on leisure FIT) How the international awareness help the leisure individual market Ibis has a definitely higher International awareness than other hotels. They have big potentials to develop Leisure individual market. Novotel Royal Pacific Dynasty Alexander Ibis Maxx
  • 28. Ibis hotel relies too much on Chinese tour groups to occupy their occupation Ibis hotel has higher service quality, guest satisfaction and strong brand value compare to other hotels. Ibis needs put more tactics to focus on FIT leisure travelers. Matrix Conclusion
  • 29. Analyzing the Firm’s Capabilities Functional Areas Value chain Benchmarking
  • 30. Ibis out sources food & beverage as well as laundry as a result major part of the supply chain is cut down. Hence the supply chain of Ibis is very small. Ibis revenue is around 5 to 7 million per month. There are no cash flow problems faced by Ibis unlike certain other hotels of the same standard. They may take less risk to develop the government officer market which may slow down the cash flow. W ord of mouth M aintain a personal relationship with the customers M aintain good relationship with the agents. Strong Brand Value People and companies are able to book their reservations via the internet. The employees are trained well hence the error is less than 1%. T he best value for money as well as for its cleanliness. S ervice guarantee 15 minutes On Thursdays it is set aside to handle the major complaints. Ibis keeps in contact with the guests in order to retain their customers. Value Chain Finance SCM Marketing & Sales Operations CRM & Services Value chain
  • 31. Functional Areas Functional Areas Promotion Sales and Distribution Information Management Corporate Management
  • 32. Benchmarking Need improvement SCM – They can make standard process Lobby – Extend space, Ibis may use indoor car parking areas to enlarge its lobby space F irms that are known to be at the leading edge of these functions Royal City Hotel, Royal River Hotel Benchmarking
  • 33. Part 4 Recommendation
  • 34.
    • F ocus more on business segment and individual traveler
    • E nlarge the lobby space
    • C hange the room design
    • O ne click Ibis service
    Recommendation
  • 35. Part 5 Conclusion
  • 36. Thanks for your attention Q & A