1. Daiwa house group
Daiwa Resort Corporation
Daiwa Royal Hotels
system
(30 Royal hotels in
Japan)
Beppuwan
Royal Hotel
(BRH)

2. Beppuwan Royal hotel:
 300 room (with 30 different types)
 Location: Hiji City, Oita Prefecture
 Sightseeing: Jikokumeguri, Takazaki Monkey
zoo, Africa Safari National park.
 Traditional place: Yufuin district, Kitsuki district.
 Facilities: wedding chapel, open-air hot spring
baths, and conference rooms, garden pool, a full-
fledged golf course nearby and relaxation esthetics

3. Current market Target:
Wedding Services
Current economic recession Aim to new potential segment
Penetrating to
new potential
Sustaining the
segment which is
recent Wedding
APU
Service Segment
international
students

4. 1. Satisfaction of customer:
 Foreign languages support (English, Chinese,
Korean)
 Lovable-Sanrio themed room
 Thoughtful preparation (sink example)
 Good Comment from customers on Travel-
advisor Websites.

5. 2. Diverse Dishes
 Japanese, Chinese, Western Styled Restaurants
 6 Restaurants in total
 Serving diverse foods such as: baked meat, Beppu
special dishes and so on…

6. 3. Unforgettable Image
 Good Services’ Quality
 Luxurious facilities: outdoor pool, pool (seasonal
use), karaoke, and game center, LAN connectivity in
high speed, outdoor
baths, sauna, golf, tennis, chapel, bridal fair and so
on…
the hotel is high ranked in some famous Wedding
website such us zexy.net, mwed.jp, etc…

7. 1. High Operation Cost
 Operating a lot of services as referred above:
Tennis, Golf, Outdoor Pool, Cycling, Ocean seaside
Swimming, Fishing, Hiking, Hot Spring, Large
Baths, Relaxation Esthetics and so on…
 Unless it is a good business day when there are many
customers using those services, otherwise it really
costs a considerable amount of money to pay for
employees who work to maintain and operate those
services.

8. 2. Less competitive Location
Huge Ryokan BRH is far
System inside from center of
Beppu Beppu
Attractiveness of Fukuoka,
Shopping center of Commercial center
Hiji and Beppu of Kyushu Island

9. 3. Unaffordable Image
Direct Survey Result
5/40
Unaffordable
Acceptable
35/40

10. 1.Considerable Location
 Not near center of Beppu or Hiji
 One side is Beppu Bay, one side is Mountain
 Ideal and natural place for Wedding Ceremony

11. 2. Abundant part-time Working force
 Near Kamegawa area where is homing a lot of APU
international Students
 APU international Student’s feature:
 Foreign languages support capability
 Low wage cost, do not cost a lot of insurance fees
 Hiring APU Students will help to solve expenditure cut-
off problems, and improve many business.

12. 3. Internationalization
 By employing international Students from APU who:
 Will be potential customers with reasonable prices
 Will bring BRH brand name to the world
 Will bring foreign customers to the hotel in return

13. 1. Economic factor
 Current economic recession
 Expenditure cut-off although there were many
stimulus packages had been taken place.
 Yen-high
 Hotel industry become more and more risky,
and hard to develop sustainablely in this economic
circumstance.

14. 2. Wedding Segment becomes less potential
 Due to:
 Japanese modern lifestyle
 Japanese population is decreasing

15. Conclusion of SWOT
BRH is facing hard period. For a sustainable
development, the hotel had better make use of APU
international Students, who:
 As workers, they are an abundant part-time working
force with low wage.
 As customers, they are affordable with reasonable
price packages for middle class.

16. Current Target market: Upper Class,
Organizational entities.
 Wedding services
 Restaurant services The most beneficial
segments
 Leasing conference rooms

17. Product
 About 300 rooms in 30 different types
 Wedding services
 Restaurant services
 Other services: outdoor pool, pool (seasonal use),
karaoke, and game center, outdoor baths, sauna, golf,
tennis.

18. Place
 Location in Beppu bay
 Beautiful sightseeing
 Natural place for vacation (one side is Beppu bay and
one side is Mountain)
 Assessable
 5 minutes walking from Oita Koutsuu Bus Stop
 5 minutes by taxi from Kamegawa JR Station

19. Promotion
 Internet marketing websites (with foreign languages
support)
 Official hotel for guests of Harmony Land
 Room with adorable item of Sanrio such as Kitty
themed room and so on…

20. Price
 For single room per night: around 6000 to 30000
 Wedding party for 90 guests: around
2,375,800 (Includes: bridal fair, chapel and party with
Nomihoudai (drink for free))

21. Objective 1
the segment accounts for a high
market share (deduction from in low market growth rate
direct survey, the hotel wedding (current Japanese
services have a good position in
customer mind) economics)
Objective 2
Wedding Segment is a
Cash-Cow
penetrating to a new
strategic business unit potential segment
which is international
students
Maintaining market
Making improvements in the
dominance by being price
services
leader in this year (2012)

22. Objective 1 implementation
 Activities:
 promoting the advertisement to get those couples
awareness about our services in high-living standards cities
such as Osaka, Tokyo, and Kyoto, with an acceptable price
package.
 expanding the advertisement in those cities by Wedding
magazines fromリクルート (Recruit Commercial
Advertising Company)

23. Objective 1 implementation
 Timetable:
 According to Japanese culture, they often hold wedding
ceremony in May or December
before May or December 2-3 months, we will
intensively promote the advertising in those large cities.
 Budgets:
 Using recent profit of Wedding segment and
 asking subsidy from Mother Company
It is supposed to be around 2.500.000 to effort this
objective.

24. Objective 1 implementation
 Performance standards: As a result, we expect that
those couples from these large cite will supplement the
decreasing part of wedding segment in Oita region in
this year.
we can sustain this segment and wait for new chances
in the recovering economics in next year.

25. Objective 2 implementation
 Activities:
 Changing our employees systems so that international part-
time working students will account for 35%-40% of our
employee systems.
 providing special plans for APU students who are going to
graduate in April and September each year, so that the plans
are affordable and appeal to these students and their family to
have a tour in Oita after graduating from APU.
 being sponsor for APU cultural weeks, we will help them print
poster and in other PR activities of the cultural weeks so that
our brand will appear on those PR channels.

26. Objective 2 implementation
 Timetable:
 this objective is long-term target,
 Carrying out continuously the objective for 3 years, and intensively
in APU cultural weeks’ period and April and Septembers.
 Budgets:
 we will use the amount of money which was saved from hiring part-
time workers instead of Japanese employees to support for this
objective.
 Performance standards:
 in the next 3 years, we will be able to penetrate to this potential
segment and make it become more and more profitable during
graduate periods of APU.
 we are looking forward to possessing a young, willing and
enthusiastic working force without spending a lot of money and
time to find working force sources.