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1. Do Ngoc Nam – Developing serviced apartment building in Hanoi
MMSS Intake 10th
2015-2017
Develop Service Apartment
Building for Foreign Experts in
Hanoi
The Consultancy Project Defense
(Hanoi, March 2017)
Defendant: Do Ngoc Nam
Tutor: Pr. Jean-Piere Helfer

2. Do Ngoc Nam – Developing serviced apartment building in Hanoi
ACKNOWLEDGMENT
- My dear Tutor - My dear Family
- My Colleagues - CVFG & MMSS

3. Do Ngoc Nam – Developing serviced apartment building in Hanoi
SA definition:
•A serviced apartment is a fully furnished apartment available for both short-term as well as long-term stays,
providing all the hotel-like amenities
•A "serviced apartment" is any size space for residential living which includes regular maid and cleaning
services provided by the rental agent.
• Serviced apartments or serviced flats developed in the early part of the 20th century and were briefly
fashionable in the 1920s and 30s.
•They are intended to combine the best features of luxury and self-contained apartments, often being an adjunct
of a hotel. Like guests semi-permanently installed in a luxury hotel, residents could enjoy the additional facilities
such as house keeping, laundry, catering and other services if and when desired.
SA ‘s KSF
Big Apartments- usually have kitchens, living rooms, far more suitable for long term stay.
Less cost- Whole families can stay together in service apartments without paying extra per head.
Cook Own Food- Well equipped kitchens in apartments allow one to have home cooked food.
Flexibility- relaxed check-in times, free cancellation or extra beds.
Monthly rates- Most service apartments offer steep discounts for long term stays.
Personal- SA they are frequently smaller than Hotels, have a direct oversight of the management.
.
Literature review

4. Do Ngoc Nam – Developing serviced apartment building in Hanoi
SA investment consideration:
SA in comparison with key competitor: Hotel
Statement
Investment type Serviced apartment Condotel Offices Hotels
Yield/return 8% 7% 8.5% 12%
Performance measurement criteria Serviced apartments Hotels
Occupancy (%) 80% 60%
Average Daily Rate (ADR) 4,800 9,000
Revenue per available room (RevPar) 3,840 5,850
Operating expenses 40% 70%

5. Do Ngoc Nam – Developing serviced apartment building in Hanoi
Local situation: Hanoi capital of Vietnam
•Less new supplier
•2017 will be busy year
Statement

6. Do Ngoc Nam – Developing serviced apartment building in Hanoi
SA in Hanoi
Statement

7. Do Ngoc Nam – Developing serviced apartment building in Hanoi
Data collection
•Secondary Data
• Primary Data
Survey
•Qualitative Method: Questionnaire
•Quantitative Survey: Interview
Scope of Area: 5 main districts of HN which concentrate SA
buildings
Scope of time: 2 months: January and February
Methodology

8. Do Ngoc Nam – Developing serviced apartment building in Hanoi
Methodology

9. Do Ngoc Nam – Developing serviced apartment building in Hanoi
Analysis

10. Do Ngoc Nam – Developing serviced apartment building in Hanoi
Analysis
Marketing

11. Do Ngoc Nam – Developing serviced apartment building in Hanoi
Analysis
Location & Facilities

12. Do Ngoc Nam – Developing serviced apartment building in Hanoi
Analysis
Interview Result
 We are using facebook, but not enough to be worth the cost
Most clients for new SA buildings come from OTA
For 2-3 years, the WOM will be much more significant because of
saving the costs for finding client
E-marketing help to provide the relating information such as
map, picture, size and contact, but more important is the direct
sales.

13. Do Ngoc Nam – Developing serviced apartment building in Hanoi
Conclusion
Finding

14. Do Ngoc Nam – Developing serviced apartment building in Hanoi
Conclusion

15. Do Ngoc Nam – Developing serviced apartment building in Hanoi