Business Improvement Plan

1. Business Improvement
Plan

2. Mohit Kumar
Trainee (Front Desk)
Student (Stenden University, Netherlands)

3.  External Analysis
 Internal Analysis
 Description of Situation
 Literature Review
 Research Framework
 Results & Findings
 Planned Interventions & Recommendations
 Conclusion

4.  Porter’s Five Forces:
1. Threat of entry
2. Threat of substitutes
3. Bargaining power of suppliers
4. Bargaining power of Buyers
5. Competitive Rivalry

5.  Internal Analysis:
S – Strengths
W - Weaknesses
O - Opportunities
T – Threats

6.  Winter (December – April)
 Spring (Mid April – Mid June)
 Summer (Mid June – September)
 Fall (October – November)
“Low Occupancy in Spring & Fall Season”

7.  Segmentation
 Adventure Tourism
 Declining market
 American culture and behavior studies

8.  Problem Statement:
“How and whom to attract during the low
season”

9. Research questions:
 Who is the target group in summer?
 Where are existing guests gone during the
low season? how can they be attracted to
come back?
 What are the competitors doing during low
season?

10. Conceptual model:

11.  Methodology
 Instrumentation
 Sampling Process

12.  Main Target Groups: Age 35-65
15- 24 25-34 35-44
45-54 55-64 65 over

13.  Purpose: Quality time with Family &
Friends
Close to Nature
Family Reunion/quality time with family
Sports/Adventure Sports
Close to Nature/Relaxing
Other

14.  Avg. Spending: $150 - $500 / day
Including Accommodation
$150 - $249 $250 - $499
$500 - $999 $1000 & Over

15.  Interests: Dining out, Spa treatments,
Hiking, Mountain Biking,
Balloon Ride
Hiking
Mountain Biking
Spa treatments
River rafting

16.  Competitors:
Vail Cascade Resort
Lodge at Vail
The Arrabelle Resort
The Four Seasons
Vail Marriott Mountain resort and Spa
Vail Cascade Resort
Lodge at Vail
The Arrabelle Resort
The Four Seasons
Others

17.  Effective Marketing Tools & Channels:
Internet
Magazines
Word to Mouth
Internet
Newspaper
Magazines
From a friend or family member
Others

18.  Repeated research in all four seasons
 Packages designed for Families & Couples
 Include the Popular Activities
 Innovative Strategies
 Psychological Approach
 Promotions

19.  Sanction of the Research
 Destination Marketing
 Motivating Innovative Ideas