This document provides an analysis for expanding the Impiana brand globally or regionally. It begins with background on Impiana Hotels & Resorts, which currently owns and manages hotels and resorts across Malaysia and Thailand. An analysis is then presented on the global hotel industry environment, and potential target regions/countries for expansion, including comparisons of Thailand, Vietnam, and Indonesia. The document outlines strategies for luxury market segmentation, positioning, and entry, addressing key challenges. It aims to establish Impiana as a global luxury boutique brand through regional expansion and developing country-specific marketing programs.
Hilton Hotels was founded in 1919 and was the first coast-to-coast hotel chain in the US. It now has over 4,000 properties across 91 countries. Hilton offers various brand types from luxury to extended stay. It has over 30 million members in its loyalty program. Hilton aims to provide high quality experiences for business and leisure travelers. It faces competition from other major hotel chains but maintains advantages through its global scale and consistency across brands.
Dokumen tersebut membahas tentang peran pemuda dalam perjuangan Islam menurut pandangan beberapa tokoh, yaitu Imam Hassan Al-Banna, Abul ‘Ala Al-Maududi, dan Fathi Yakan. Dokumen tersebut juga menyoroti pentingnya pemuda yang memiliki keyakinan dan semangat perjuangan untuk memajukan agama Islam.
This document provides an introduction to the hospitality industry. It defines hospitality and discusses the various sectors within the industry, including lodging, foodservice, travel and tourism. It outlines the different types of establishments within the foodservice sector such as cafes, cafeterias, restaurants and banquet facilities. It also distinguishes between commercial and institutional foodservice operations. Finally, it discusses the various ownership structures for commercial foodservice operations including independents, chains and franchises.
The document summarizes key aspects of the Philippine Psychology Act of 2009, which aims to regulate the practice of psychology and psychometrics in the Philippines. It establishes a Professional Regulatory Board of Psychology to oversee the registration and licensure of psychologists and psychometricians. It defines psychologists and psychometricians and their roles. It also outlines the requirements and subjects covered in the licensure examinations for psychologists and psychometricians, and states that the passing score is a general weighted average of at least 75% with no grade lower than 60% in any subject.
Memahami konsep kesepaduan sosial di malaysiaArie A Bakar
Dokumen tersebut membahas konsep kesepakatan sosial di Malaysia. Ia menjelaskan bahwa Malaysia memiliki masyarakat multiras dan agama. Dokumen tersebut juga mendefinisikan masyarakat sebagai komunitas manusia yang hidup bersama dalam waktu yang lama dengan aturan tertentu serta memiliki budaya tersendiri. Selain itu, dokumen tersebut membahas pentingnya memahami konsep masyarakat dan ciri-ciri utama masy
This document provides a business plan for a Secret Recipe franchise café in Perak, Malaysia. Five graduates are forming a company called Infinity Private Limited to obtain a franchise license and open the first Secret Recipe café in Perak. The café will be located in Kampar and the owners are seeking a loan of RM300,000 in addition to their RM150,000 investment. Secret Recipe is a successful café franchise known for quality food and service. The business plan outlines the company description, franchisor details, objectives, industry analysis, marketing plan, management structure, operations, implementation timeline, and finances.
Hilton Hotels was founded in 1919 and was the first coast-to-coast hotel chain in the US. It now has over 4,000 properties across 91 countries. Hilton offers various brand types from luxury to extended stay. It has over 30 million members in its loyalty program. Hilton aims to provide high quality experiences for business and leisure travelers. It faces competition from other major hotel chains but maintains advantages through its global scale and consistency across brands.
Dokumen tersebut membahas tentang peran pemuda dalam perjuangan Islam menurut pandangan beberapa tokoh, yaitu Imam Hassan Al-Banna, Abul ‘Ala Al-Maududi, dan Fathi Yakan. Dokumen tersebut juga menyoroti pentingnya pemuda yang memiliki keyakinan dan semangat perjuangan untuk memajukan agama Islam.
This document provides an introduction to the hospitality industry. It defines hospitality and discusses the various sectors within the industry, including lodging, foodservice, travel and tourism. It outlines the different types of establishments within the foodservice sector such as cafes, cafeterias, restaurants and banquet facilities. It also distinguishes between commercial and institutional foodservice operations. Finally, it discusses the various ownership structures for commercial foodservice operations including independents, chains and franchises.
The document summarizes key aspects of the Philippine Psychology Act of 2009, which aims to regulate the practice of psychology and psychometrics in the Philippines. It establishes a Professional Regulatory Board of Psychology to oversee the registration and licensure of psychologists and psychometricians. It defines psychologists and psychometricians and their roles. It also outlines the requirements and subjects covered in the licensure examinations for psychologists and psychometricians, and states that the passing score is a general weighted average of at least 75% with no grade lower than 60% in any subject.
Memahami konsep kesepaduan sosial di malaysiaArie A Bakar
Dokumen tersebut membahas konsep kesepakatan sosial di Malaysia. Ia menjelaskan bahwa Malaysia memiliki masyarakat multiras dan agama. Dokumen tersebut juga mendefinisikan masyarakat sebagai komunitas manusia yang hidup bersama dalam waktu yang lama dengan aturan tertentu serta memiliki budaya tersendiri. Selain itu, dokumen tersebut membahas pentingnya memahami konsep masyarakat dan ciri-ciri utama masy
This document provides a business plan for a Secret Recipe franchise café in Perak, Malaysia. Five graduates are forming a company called Infinity Private Limited to obtain a franchise license and open the first Secret Recipe café in Perak. The café will be located in Kampar and the owners are seeking a loan of RM300,000 in addition to their RM150,000 investment. Secret Recipe is a successful café franchise known for quality food and service. The business plan outlines the company description, franchisor details, objectives, industry analysis, marketing plan, management structure, operations, implementation timeline, and finances.
Peristiwa 13 Mei pada tahun 1969 adalah rusuhan kaum yang berlaku sebagai kemuncak masalah perpaduan di Malaysia. Tragedi ini yang mengakibatkan kehilangan nyawa serta harta benda dan mempunyai kaitan yang rapat dengan "Pilihan Raya Umum 1969" merupakan satu titik hitam dalam sejarah negara Malaysia.
Teori legalisme menekankan pemerintahan berlandaskan undang-undang ketat untuk menjaga ketertiban politik dan masyarakat. Aliran ini memperjuangkan kuasa mutlak bagi raja dengan menggunakan sistem undang-undang dan hukuman yang tegas.
Hospitality services / Marketing Mix of Hotel Taj Mumbai.Akshay Jain
The document provides details about the Taj Mahal Palace Hotel in Mumbai, India. It discusses the hotel's history, facilities, and services. [The Taj Mahal Palace Hotel is a historic five-star hotel located in Mumbai that first opened in 1903.] It then examines the hotel's marketing mix, known as the 8 P's, which are Product, Place, People, Promotion, Price, Productivity, Process, and Physical Evidence. [The summary analyzes each P as it relates to the operations and customer experience at the Taj Mahal Palace Hotel.]
PSIKOLOGI KAUNSELING teori dan pendekatan pengalaman dalam kaunseling perso...Amin Upsi
Person-centered theory is a humanistic approach to counseling that was founded by Carl Rogers. It emphasizes the therapeutic relationship and believes that people have an innate tendency towards self-actualization. The major roles of the counselor are to create an atmosphere of genuineness, unconditional positive regard, and empathic understanding. The client's role is to openly express their thoughts and feelings in the present moment. Gestalt therapy, founded by Fritz Perls, focuses on experiencing thoughts and feelings in the present. It believes that people often fragment their lives and that healthy behavior occurs when people act as total organisms in the moment.
Dokumen tersebut membahas tentang konsep akhlak dalam Islam. Ia menjelaskan definisi akhlak, jenis akhlak yang baik dan buruk, serta kepentingan akhlak. Dokumen tersebut juga membandingkan perspektif akhlak dalam Islam dengan pandangan sekular, serta menjelaskan nilai-nilai perbuatan manusia menurut ajaran Islam.
Teks tersebut membahas tentang beberapa aspek penting tamadun Cina, termasuk:
1) Asal-usul tamadun Cina yang bermula sejak 2000 SM
2) Nilai-nilai Konfusianisme yang mempengaruhi masyarakat Cina
3) Sumbangan-sumbangan penting tamadun Cina seperti sistem tulisan Hanzi
Penyimapangan seksual merupakan bagian penting dalam diskursus pidana Islam. sehingga para sarjana hukum Islam dari kalangan empat mazhab terlibat secara utuh untuk memberikan pandangan hukumnya.
Dokumen ini membahas sejarah dan konsep sekularisme di Barat, terutama bagaimana gerakan ini muncul sebagai tanggapan terhadap penyalahgunaan kekuasaan dan penindasan oleh Gereja Katolik Roma pada Abad Pertengahan. Sekularisme memisahkan urusan agama dari urusan duniawi untuk mencegah penyalahgunaan kekuasaan oleh institusi agama.
Dokumen tersebut membahas tentang pentingnya melestarikan budaya dan warisan bangsa di Brunei, khususnya lagu dan musik tradisional tujuh suku bangsa Melayu di Brunei. Lagu dan musik tradisional ini merupakan identitas dan khazanah warisan bangsa yang perlu dipertahankan karena mencerminkan ekspresi budaya dan kreativitas peradaban suatu bangsa.
What does the content of your marketing communications say about how much your company values its current customers? Interactions with existing customers tend to fall into one of the following categories: a bill, an up-sell offer, a cross-sell attempt, or a renewal offer. There may be some customer value in these actions, but they tend to benefit the company more than the customer.
Kemoralan sosial dan etika keperibadian muliaAkhy Sham
Dokumen ini membahas tentang kemoralan sosial dan etika keperibadian mulia. Kemoralan sosial menekankan peraturan yang ditentukan masyarakat untuk mencapai tujuan kolektif, sedangkan etika keperibadian mulia lebih menitikberatkan pada sifat-sifat mulia seperti keberanian dan kemurahan hati yang dapat dikembangkan seseorang untuk mencapai kehidupan yang baik.
Marriott International is a global hospitality company founded in 1927 with its first hotel in Washington D.C. It now has over 6,500 properties in 127 countries with more than 1.2 million rooms. Marriott offers a wide range of hotel brands from luxury to economy tiers and was ranked the 33rd largest company by Fortune in 2018. The company aims to be the world's favorite travel company through providing high quality services across its portfolio of hotel brands.
Pos Malaysia Berhad is a post services company in Malaysia. The organisation was restructured in 1992 from being a governmental owned Malaysian Postal Services Department or Jabatan Perkhidmatan Pos Malaysia into a business corporation.
Pos Malaysia provides postal and related services, transport logistics, printing and insertion, counter collection and payment agency services for a range of financial transactions, such as bill payments, remittance, insurance and unit trusts.
The company holds an exclusive concession to provide mail services through its network of over 850 branches and mini post offices in Malaysia.
Sponsoring a particular charity provides countless benefits to businesses and is a great way to support worthy causes. Finding a charity that will aligned with your business could be one of the greatest relationships you develop.
Peristiwa 13 Mei pada tahun 1969 adalah rusuhan kaum yang berlaku sebagai kemuncak masalah perpaduan di Malaysia. Tragedi ini yang mengakibatkan kehilangan nyawa serta harta benda dan mempunyai kaitan yang rapat dengan "Pilihan Raya Umum 1969" merupakan satu titik hitam dalam sejarah negara Malaysia.
Teori legalisme menekankan pemerintahan berlandaskan undang-undang ketat untuk menjaga ketertiban politik dan masyarakat. Aliran ini memperjuangkan kuasa mutlak bagi raja dengan menggunakan sistem undang-undang dan hukuman yang tegas.
Hospitality services / Marketing Mix of Hotel Taj Mumbai.Akshay Jain
The document provides details about the Taj Mahal Palace Hotel in Mumbai, India. It discusses the hotel's history, facilities, and services. [The Taj Mahal Palace Hotel is a historic five-star hotel located in Mumbai that first opened in 1903.] It then examines the hotel's marketing mix, known as the 8 P's, which are Product, Place, People, Promotion, Price, Productivity, Process, and Physical Evidence. [The summary analyzes each P as it relates to the operations and customer experience at the Taj Mahal Palace Hotel.]
PSIKOLOGI KAUNSELING teori dan pendekatan pengalaman dalam kaunseling perso...Amin Upsi
Person-centered theory is a humanistic approach to counseling that was founded by Carl Rogers. It emphasizes the therapeutic relationship and believes that people have an innate tendency towards self-actualization. The major roles of the counselor are to create an atmosphere of genuineness, unconditional positive regard, and empathic understanding. The client's role is to openly express their thoughts and feelings in the present moment. Gestalt therapy, founded by Fritz Perls, focuses on experiencing thoughts and feelings in the present. It believes that people often fragment their lives and that healthy behavior occurs when people act as total organisms in the moment.
Dokumen tersebut membahas tentang konsep akhlak dalam Islam. Ia menjelaskan definisi akhlak, jenis akhlak yang baik dan buruk, serta kepentingan akhlak. Dokumen tersebut juga membandingkan perspektif akhlak dalam Islam dengan pandangan sekular, serta menjelaskan nilai-nilai perbuatan manusia menurut ajaran Islam.
Teks tersebut membahas tentang beberapa aspek penting tamadun Cina, termasuk:
1) Asal-usul tamadun Cina yang bermula sejak 2000 SM
2) Nilai-nilai Konfusianisme yang mempengaruhi masyarakat Cina
3) Sumbangan-sumbangan penting tamadun Cina seperti sistem tulisan Hanzi
Penyimapangan seksual merupakan bagian penting dalam diskursus pidana Islam. sehingga para sarjana hukum Islam dari kalangan empat mazhab terlibat secara utuh untuk memberikan pandangan hukumnya.
Dokumen ini membahas sejarah dan konsep sekularisme di Barat, terutama bagaimana gerakan ini muncul sebagai tanggapan terhadap penyalahgunaan kekuasaan dan penindasan oleh Gereja Katolik Roma pada Abad Pertengahan. Sekularisme memisahkan urusan agama dari urusan duniawi untuk mencegah penyalahgunaan kekuasaan oleh institusi agama.
Dokumen tersebut membahas tentang pentingnya melestarikan budaya dan warisan bangsa di Brunei, khususnya lagu dan musik tradisional tujuh suku bangsa Melayu di Brunei. Lagu dan musik tradisional ini merupakan identitas dan khazanah warisan bangsa yang perlu dipertahankan karena mencerminkan ekspresi budaya dan kreativitas peradaban suatu bangsa.
What does the content of your marketing communications say about how much your company values its current customers? Interactions with existing customers tend to fall into one of the following categories: a bill, an up-sell offer, a cross-sell attempt, or a renewal offer. There may be some customer value in these actions, but they tend to benefit the company more than the customer.
Kemoralan sosial dan etika keperibadian muliaAkhy Sham
Dokumen ini membahas tentang kemoralan sosial dan etika keperibadian mulia. Kemoralan sosial menekankan peraturan yang ditentukan masyarakat untuk mencapai tujuan kolektif, sedangkan etika keperibadian mulia lebih menitikberatkan pada sifat-sifat mulia seperti keberanian dan kemurahan hati yang dapat dikembangkan seseorang untuk mencapai kehidupan yang baik.
Marriott International is a global hospitality company founded in 1927 with its first hotel in Washington D.C. It now has over 6,500 properties in 127 countries with more than 1.2 million rooms. Marriott offers a wide range of hotel brands from luxury to economy tiers and was ranked the 33rd largest company by Fortune in 2018. The company aims to be the world's favorite travel company through providing high quality services across its portfolio of hotel brands.
Pos Malaysia Berhad is a post services company in Malaysia. The organisation was restructured in 1992 from being a governmental owned Malaysian Postal Services Department or Jabatan Perkhidmatan Pos Malaysia into a business corporation.
Pos Malaysia provides postal and related services, transport logistics, printing and insertion, counter collection and payment agency services for a range of financial transactions, such as bill payments, remittance, insurance and unit trusts.
The company holds an exclusive concession to provide mail services through its network of over 850 branches and mini post offices in Malaysia.
Sponsoring a particular charity provides countless benefits to businesses and is a great way to support worthy causes. Finding a charity that will aligned with your business could be one of the greatest relationships you develop.
Why Sponsorship Is More Effective Than Traditional Marketingdanbeeman
Traditional advertising is becoming less effective due to audience fragmentation, rising costs, and consumers tuning out ads. Sponsorship is a better alternative as it allows for dialogue with consumers rather than a monologue, taps into passions through association with events and causes, and reaches consumers in relevant settings through multiple touchpoints. Sponsorship benefits include lead generation, new business development, increased brand loyalty, awareness and visibility, and helping achieve multiple marketing objectives through a single sponsorship.
Dusit International is a Thai hotel group founded in 1948 to provide gracious Thai hospitality. It operates several brands including Dusit Thani luxury hotels, Dusit Devarana intimate boutique hotels, dusitD2 contemporary hotels, and Dusit Princess mid-scale hotels. The company has over 30 properties across Asia, the Middle East, Africa, the United States, and Philippines, with several new properties planned in countries like Vietnam, India, and Singapore. Dusit International aims to deliver personalized experiences that showcase the best of Thai culture and values to guests worldwide.
The document outlines Dusit International's succession planning process. It discusses the business case for succession planning and key concepts. It then describes Dusit's approach, which includes succession planning at the corporate, property senior executive, and property management levels. The process involves assessing talent and identifying candidates for development in order to fill critical roles now and in the future. Responsibilities are assigned and tools like a succession planning matrix are utilized.
Hotel management contracts trends hotelsAnil GROVER
This report identifies the main commercial
trends and conditions contained within a
selection of Hotel Management Contracts
(HMC’s) across India by JLL. JLL comments
are based on a review of 42 management
contracts for properties across various
segments, located in the primary and
secondary cities of India. The review
highlights key trends pertaining to fee
structures and important clauses in Hotel
Management Contracts and aims to reflect
current trends in the industry.
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/
The document discusses the major global hotel chains including Starwood, Marriott, Hilton, Intercontinental, and Hyatt. It then focuses on Starwood hotels, providing details on their headquarters, brands, segmentation of hotels, market share, and marketing mix. Next, it discusses Marriott International, providing information on their headquarters, size and position, brands, competitors, market, branding techniques, and marketing mix. Finally, it covers the Carlson group which owns hotel brands such as Radisson, Country Inn and Suites, Park Plaza, and Park Inn.
SmartOtels presents luxury, boutique resorts and hotels in exotic, exclusive destinations. SmartOtels are resort and hotel sales representatives in the UK for resorts and hotels in South East Asia including:
Elements Boutique Resort & Spa Hideaway, Koh Samui, Thailand
Montigo Resorts Nongsa, Batam, Indonesia (30 minutes from Singapore)
Sheridan Beach Resort and Spa, Palawan, the Philippines
Hotel Penaga, George Town, Penang, Malaysia
Luang Prabang View Hotel, Luang Prabang, Laos
Uppala Villas & Spa Umalas, North Kuta, Bali, Indonesia
Uppala Villas Seminyak, Bali, Indonesia
Bai Tram Hideaway Resort, Phu Yen, Vietnam
Service Experience Dimensions in Asian Hospitality: A Case Study of Hotels in...Manisa Piuchan
This was a conference paper presented at Experience EuroCHRIE 2015 Conference during 15-17 October 2015 at Lowry Hotel, Manchester UK
ประสบการณ์บริการในการให้บริการแบบเอเซียน กรณีศึกษาประเทศไทยและฮ่องกง
This document discusses STP marketing, which is a three step approach involving segmenting, targeting, and positioning. It describes segmenting a market into smaller homogeneous groups based on demographics like age, income, gender; psychographics like tastes and opinions; geography like rural vs urban areas; and behavioristics like brand loyalty. Targeting involves choosing which customer segments to focus marketing efforts on. Positioning establishes a company's product within a customer's mind relative to features, benefits, and competitors. Developing an effective positioning statement involves understanding what customers want to buy, how the product differs from competitors, and unique selling propositions.
The document provides recommendations for two hotel brands - Oriental Express and Pan Pacific - to improve their digital marketing strategies and move up in brand rankings.
For Oriental Express, it recommends leveraging user reviews on TripAdvisor, developing a loyalty program, and allowing non-members to view experiences on its forum to better promote unique local experiences.
For Pan Pacific, it suggests repositioning the brand to target business travelers by focusing on relaxation, consolidating its digital presence on websites, social media, and YouTube, and establishing a presence on LinkedIn and Pinterest.
It also recommends both brands invest in digital marketing for the growing Chinese and Indian markets through platforms like Baidu, QZone, and search on Google
The document discusses the topic of sponsorship in sports. It provides information on what sponsorship is, the reasons why companies pursue sports sponsorship, and the advantages and disadvantages of sponsorship for both the sponsoring companies and the sports organizations. It notes that sponsorship is a business relationship that can provide benefits like increased brand awareness, sales, and goodwill for companies, while giving sports additional income, raising standards, and increasing status. However, sponsorship also carries risks like poor publicity returns or being associated with teams that fail to succeed.
The document is based on findings from an analysis of over 85 management contracts compiled by TRI, as well as executive level interviews with hospitality professionals. The survey is an update of TRI's 2006 analysis of hotel management contracts covering Bahrain, Kuwait, Qatar, Oman, Saudi Arabia, and the United Arab Emirates.
Introduction of Hospitality Management
An overview about ACCOR HOTELS.
If you would like to download these slides, send me via: nguyenpuyen91@gmail.com with your purpose of download.
MGT162 Assignment (POS Malaysia presentation)Adlina Zainuri
Prepared by students. Sorry if there are any mistakes regarding POS Malaysia. We just do it based on the information from the internet and with the help of lecturers.
Alternaty - Hotel operator selection process - Jan 2013Alternaty
Before considering a management company, developers should be aware of all the possible options and alternatives that match their investment strategy.
Alternaty is a boutique real estate firm providing a suite of consulting services throughout the development lifecycle. We are headquartered in HCMC Vietnam, with associates in Thailand, Myanmar and Indonesia.
Hope to see you at http://blog.alternaty.com/
Vai al mio blog TSM CONSULTING TOURISM DISCUSS
http://discuss.tsmconsulting-barcelona.com
Hotel Branding Strategy: Powerfun tool to position hotel effectively in the market
Strategie di branding alberghiero: Potente strumento per il posizionamento dell'albergo sul mercato
Estrategia de branding hotelero: herramienta eficaz de posicionamiento del hotel en el mercado
International seminar in Tourism Branding Strategy - Tehran, June 9-10, 2010 - Tehran Trading Center
Organized by: Marcopolo Tourism Training Center
An Analysis Of Marketing Strategies Of Boutique Hotels In ThailandMiranda Anderson
This document analyzes the marketing strategies used by boutique hotels in Thailand. It interviewed 35 hotel personnel from boutique hotels in various Thai provinces. The results found that these hotels commonly adopt strategies like product differentiation, high service quality, quick responsiveness, partnerships, pricing, e-marketing, advertising, corporate social responsibility, promotion, and customer relationship marketing. Further research should evaluate the effectiveness of these marketing strategies for boutique hotels in Thailand.
This document provides an overview of the hospitality industry and hotel industry. It discusses the history and evolution of hotels from early inns and taverns to modern international hotels. It also defines different types of hotels and classifications based on size. Finally, it describes guest profiles and the functional aspects of front office operations in serving guests.
New microsoft power point presentation on lemon tree hotelsVineeth Kumar
Lemon Tree Hotels is an Indian hotel chain founded in 2002 that currently owns and operates 21 hotels across 14 cities with over 2600 rooms. The company was founded by Patu Keswani and opened its first hotel in Gurgaon in 2004. Lemon Tree Hotels owns three hotel brands - Lemon Tree Hotels, Lemon Tree Premier, and RedFox Hotels. The company focuses on the mid-market segment and positions itself as providing a fresh, fun, and refreshing experience for travelers. It has received investments from private equity firms to support its continued expansion across India.
Presentation covered :
1. Introduction
2. SWOT Analysis
3.Strategic Planning Process
4.Structure of the Organization
5.Control Mechanism
6.Leadership Style that I observed
7.Various strategies which incorporate in order to get listed in the list of best places to work.
The document provides an analysis and suggested strategic planning model for Marriott International.
1. It begins with an environmental analysis of Marriott which identifies strengths like its leading position in the industry, weaknesses like targeting a limited number of markets, and opportunities in emerging markets.
2. A 5-step strategic planning model is then proposed: assess the current situation, establish a baseline, identify key components, develop specific strategies, and evaluate outcomes.
3. Relevant theories on innovation, product quality, and market pioneering are discussed in relation to Marriott's strategic formulation. Developing new products/services and being a first mover are emphasized.
The document summarizes a market research study conducted by Renaissance Hotels to evaluate expanding into India. Key findings include:
- Tourism in Kerala is growing significantly each year. Kochi is an important destination and is experiencing a shift to business travel.
- The hotel market in Kochi is undersupplied, especially in premium categories. International chains are adding many new rooms.
- Renaissance conducted analyses of the Indian hotel industry, Kochi region, and economic indicators that show potential for growth.
- The research concludes Kochi represents a good opportunity for Renaissance to enter the Indian market due to expected tourism and business travel growth.
The document discusses Singapore's tourism and hospitality industry. It notes that the industry is a major economic contributor, employing over 150,000 people and accounting for 12% of GDP. Singapore's government aims to double visitor arrivals to 17 million and triple tourism receipts to $30 billion by 2015. The tourism and hospitality sectors work closely together and include accommodations, food services, attractions, transportation and other areas.
The document discusses the hotel industry in the Philippines and provides an analysis of The Manila Hotel. It finds that the hotel industry is expected to see continued growth over the next five years. It analyzes factors like the competitive landscape, key players, consumer spending, production costs, and pricing strategies. Specifically for The Manila Hotel, it outlines the company's background, facilities, target markets, marketing strategies, and main competitors. Interviews with staff find consumers are not highly price sensitive given the hotel's luxury positioning and clientele.
The Taj Group of Hotels is the longest running hotel chain in India and abroad, with over 62 hotels across 43 locations worldwide. Founded in 1902, Taj opened India's first hotel, The Taj Mahal Palace in Mumbai. Taj is known for luxury hotels, palaces, and beach resorts that offer high-end accommodations and service excellence. Their vision focuses on environmental stewardship and sustainability. Taj caters to high-income customers and continues expanding domestic and international markets while managing risks like economic/political instability.
The document outlines an assignment for a hospitality course. It includes instructions for the assignment which involves exploring various aspects of hotel room management, including the growth of the hotel industry, front office services, and the role of housekeeping. It provides background on the learner's role as a front office assistant and poses several questions for the learner to answer regarding renowned hotel chains, how housekeeping earns revenue, and amenities provided in a standard hotel room.
Feb 2011 white paper 2010_tns_survey_internationalbirodri
Taylor Nelson Sofres conducted a survey of 181 senior managers from top international hospitality companies to rank international hospitality management schools. The top 4 schools were Ecole Hôtelière de Lausanne, Les Roches International School of Hotel Management, Glion Institute of Higher Education, and Cornell University. Six of the top 10 schools were located in Switzerland, demonstrating Switzerland's leadership in international hospitality management education. The survey respondents were distributed across various regions, with the largest portions from Asia Pacific, Europe, and North America.
The document discusses the types and classifications of hotels in India. It covers the major categories that hotels can be classified under such as location, size, services offered, target markets, and ownership structures. It also outlines the key departments in a hotel's operations as well as challenges and opportunities for the growing hotel industry in India, which includes a lack of infrastructure, intense competition from international brands, and Indian companies now looking to expand overseas.
The document discusses the types and classification of hotels in India. It begins by providing an overview of the hospitality industry in India and notes that it is one of the fastest growing sectors. It then discusses the various types of hotels based on location, size, level of service, length of stay, theme, and target market. Some examples include city center hotels, motels, resort hotels, budget hotels, luxury hotels, suite hotels, and casino hotels. The major challenges facing the hotel industry are also summarized along with the competitive landscape and opportunities and threats for future growth.
Ashok hotel Bangloare. Presented by- Mr. Adarsh mishraAdarsh Mishra
ITDC was established in 1966 to promote tourism in India. It operates 8 Ashok Group hotels, 5 joint venture hotels, restaurants, transport units, and duty free shops. ITDC provides training in hospitality and tourism through the Ashok Institute of Hospitality & Tourism Management. It employs over 300 executives and staff across various hotel operations and sales roles. Standard room rates range from Rs. 4,500 for a single room to Rs. 17,000 for a presidential suite.
Business Fundamentals- Intercontinental Hotels Alex King
Intercontinental Hotels Group (IHG) is a multinational hospitality company that franchises 12 hotel brands with over 5000 hotels and 744,000 rooms worldwide. IHG operates under a franchise business model, deriving revenue from franchise fees and management contracts. It has major brands like Holiday Inn, Holiday Inn Express, Intercontinental, and Crowne Plaza. IHG aims to achieve sustained high quality growth through targeting attractive markets and segments, making a positive social impact, and strengthening its brands.
World Luxury Index™ Hotels : The Most Sought-After Luxury HotelsDigital Luxury Group
This study covers 70+ luxury hotel brands within 10 key luxury markets and provides insights on the interest coming from luxury consumers. The unbiased information is derived from 133 million + consumer online searches.
The hospitality industry in India is one of the fastest growing sectors and is expected to grow 8% annually between 2007-2016. India attracts many international hotel chains looking to expand due to growth opportunities. The hotel industry can be classified based on location, size, level of service, length of stay, theme, and target market. Some of the major challenges facing the industry are lack of infrastructure development, shortage of skilled labor, and intense competition from international brands. However, the industry also sees opportunities from rising incomes, business opportunities, and open sky policies. Large Indian hotel companies are also expanding overseas through acquisitions.
Mini project on motel araam , AthirapallyAbid Mohemmed
This document provides an overview of tourism and the hospitality industry in Kerala, India. It discusses how tourism has grown in Kerala due to its unique culture, traditions and natural attractions. The KTDC plays a major role in developing tourism infrastructure and facilities in the state. It operates many hotels, motels and resorts across Kerala, including Motel Araam near Athirapally waterfalls. The document outlines the objectives and methodology of studying Motel Araam to examine its SWOT analysis and identify areas for improvement. It also provides context on tourism and hospitality concepts, the roles they play in the economy, and classification systems for accommodation types.
Compitive analysis on Noise pvt Ltd.pptxSauravDey45
ChatGPT
Competitive Analysis: Noise Smartwatch
Overview
Noise is an Indian electronics brand that primarily manufactures smartwatches, wireless earphones, and other electronic accessories. Noise smartwatches have gained significant popularity due to their affordable pricing, feature-rich offerings, and stylish designs. The competitive landscape for Noise smartwatches includes both local and international brands that cater to various market segments. This analysis will focus on key competitors, market positioning, product features, pricing strategies, and consumer preferences.
Key Competitors
Amazfit (Huami):
Strengths: Known for excellent battery life, robust fitness tracking, and premium build quality.
Weaknesses: Slightly higher price points compared to Noise.
Products: Amazfit Bip U, Amazfit GTS series.
Realme:
Strengths: Strong brand presence, integration with Realme smartphones, and aggressive pricing.
Weaknesses: Limited variety in smartwatch models.
Products: Realme Watch, Realme Watch S.
Boat:
Strengths: Competitive pricing, appealing designs, and extensive marketing.
Weaknesses: Relatively new to the smartwatch market, which may affect consumer trust.
Products: Boat Storm, Boat Flash.
Samsung:
Strengths: High brand credibility, advanced features, and premium design.
Weaknesses: Higher price points make it less accessible to budget-conscious consumers.
Products: Galaxy Watch Active 2, Galaxy Watch 3.
Xiaomi:
Strengths: Strong ecosystem integration, affordable pricing, and extensive features.
Weaknesses: Less focus on premium design compared to some competitors.
Products: Mi Band series, Mi Watch.
Market Positioning
Noise positions itself as an affordable yet feature-rich alternative in the smartwatch market. Its target demographic includes budget-conscious consumers and fitness enthusiasts who seek value for money without compromising on essential features like fitness tracking, notifications, and battery life. Noise leverages its strong online presence and partnerships with e-commerce platforms to reach its audience effectively.
Product Features Comparison
Noise Smartwatches:
Key Features: Heart rate monitoring, SpO2 tracking, multiple sports modes, customizable watch faces, notifications, and music control.
Battery Life: Typically lasts 7-10 days on a single charge.
Build Quality: Focus on lightweight and comfortable designs with water-resistant capabilities.
Amazfit Smartwatches:
Key Features: Advanced fitness tracking, GPS, AMOLED displays, and long battery life (up to 20 days).
Battery Life: 10-20 days depending on the model.
Build Quality: Premium materials and durable designs.
Realme Smartwatches:
Key Features: Basic fitness tracking, SpO2 monitoring, and notifications.
Battery Life: Up to 9 days.
Build Quality: Sleek designs but slightly limited in variety.
Boat Smartwatches:
Key Features: Heart rate monitoring, multiple sports modes, and customizable watch faces.
This document was submitted as part of interview process for Content Strategist position at Viapulsa, an Indonesian tech company which offers service to convert/transfer mobile credits into bank account.
Boost Your Instagram Views Instantly Proven Free Strategies.pptxInstBlast Marketing
Join Performance Car Exclusive to drive the finest supercars, engineered with advanced materials and cutting-edge technology for peak performance.
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How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfSimpleMoneyMaker
Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
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With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
Title: Making Money the Easy Way: A Quick Guide to Generating IncomeWilliamZinsmeister
Welcome to "Making Money the Easy Way: A Quick Guide to Generating Income." This book is designed to provide you with practical, actionable strategies to generate income with minimal effort. Whether you’re looking to supplement your current income or create a full-time revenue stream, this guide covers a variety of methods to help you achieve your financial goals. We will explore opportunities available online, various investment strategies, profitable side hustles, creative approaches, and essential financial tips to ensure sustainable income growth.
Why bridging the gap between PR and SEO is the only way forward for PR Profes...Isa Lavs
The lines between PR and SEO are blurring. SEOs are increasingly winning PR briefs by leveraging data and content to secure high-value placements. In this presentation, I explore the merging of PR and SEO, highlighting why SEO specialists are increasingly taking ‘PR’ business. I uncover the hidden SEO potential using PR tactics and discuss how to identify missed opportunities. I'll also offer insights into strategies for converting PR initiatives into successful link-building campaigns.
What Software is Used in Marketing in 2024.Ishaaq6
This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms.
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In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
THE STORY COMMUNICATION Credential 2024.pptxhuyenngo62
The Story Communication là công ty quảng cáo truyền thông tích hợp (IMC) được xây dựng trên thế mạnh về Digital & Performance.
#Assemble #Integrity #Transformation #Initiative
3 Best “Add to Calendar” Link Generator Tools (2024)Y
“Add to Calendar” link generator tools allow users to create links that add events directly to digital calendars like Google Calendar, Apple Calendar, and Outlook.
These tools simplify event scheduling by generating short URLs or QR codes that, when clicked or scanned, automatically insert event details into a user’s calendar.
They are ideal for streamlining the promotion of events in emails, websites, and social media, enhancing engagement and ensuring attendees don’t miss important dates.
These tools are designed to cater to diverse needs, from personal event planning to professional event promotion, ensuring your attendees can easily add events to their preferred calendar.
Cal.et is a versatile and user-friendly tool that allows you to create “Add to Calendar” links for seamless event scheduling and promotion.
2. 1. Executive Summary
2. Background:
i. The Business
ii. The Brand to be Globalise/Regionalise
3. Analysis:
i. Global Environment
ii. Regional
iii. Potential Countries Comparison
iv. Destination Market
4. Strategies:
i. Luxury Segmentation & Positioning
ii. Luxury Market Entry
iii. Key Challenges
iv. Global Brand Objectives
v. Brand Pyramid
vi. Country Marketing Programmes
5. Budget and Schedule
6. Control Methods
7. Conclusion
3. 1. Executive Summary
1.
2.
3.
4.
5.
Impiana Hotels & Resorts is a Malaysian home grown
group established in 1994 by its chairman Datuk Seri
Ismail Farouk Abdullah.
The group currently owned and/or managed five in
Malaysia and three in Thailand
Created it’s latest business hotel, the Premiera brand
located at Menara Mara
Impiana is not yet truly a global brand in terms of
physical properties presence but a brand which known
globally in the travel and hospitality industry.
Thailand, in particular Phuket, is chosen as the
destination to regionalize the brand for the luxury
segment
4. 2. Background
- The Business
1.
Impiana Hotels & Resorts Management Sdn Bhd (IHRM), is Asean’s
leading luxury boutique and award winning 4-Star collection of hotels,
resorts and spas.
2.
The group first property was the Subang International Airport Hotel in
the 1980s. Today, the properties serves mid to top-tier travellers and is
defining a new standard in the hospitality industry.
3.
Under the brand name IMPIANA, the Group manages and owns three
city business hotels & a resort in Malaysia, two resorts (Patong, Phuket &
Koh Samui) and a Private Villas (Kata Noi, Phuket) in Thailand. The city
business hotels are set in premium business locations and the resorts, in
spectacular beach front.
4.
Impiana KLCC voted as “Top Customer Choice 2012 in Malaysia” in
HotelClub Hotel Award 2012
5. 2. Background
- The Business
Impiana Business Hotels
Kuala
Lumpur
Ipoh
• Impiana KLCC
• Premiera Hotel
• Impiana Ipoh
6. 2. Background
- The Business
Impiana Resorts & Villas
Cherating
Phuket
Koh
Samui
• Impiana Resort
• Impiana Resort Patong
• Impiana Private Villas Kata
Noi
• Impiana Resort Chaweng
Noh
7. 2. Background
- The Business
1.
The Group owns an award winning 5-star spa, namely Swasana
Spa. Swasana Spa well acclaimed plush wellness retreat
specializing in Asia’s treasure trove of spices to create a holistic
tranquil body and mind experience for guests.
2.
Swasana Spa are located in:
1. Impiana KLCC Hotel Kuala Lumpur,
2. Impiana Resort Chaweng Noi
3. Impiana Resort Patong
8. 2. Background
- The Business
1.
The group previously provided hotel development
consultancy services to 3 hotels in Putra Jaya until the
government decided not to proceed with the hotel
construction due to Asia Financial Crisis.
2.
The group also provided services that was the completion of
one hotel in Port Dickson and Kuala Lumpur that were
subsequently taken back by the property owners
3.
Hotel management team comprises of foreigners and locals,
led by the brand owner himself whose career began in the
hotel industry before becoming a businessman
9. 2. Background
- The Brand to Be Globalise / Regionalise
1.
The brand to be regionalized is IMPIANA a name derived from the Malay word
“Impian” which means dreams.
2.
Its first resort property is located in Cherating, Kuantan and hence it adopted a blue
color shell logo. The “shell” blue logo was changed to gold color in 2004 to reflect an
image of upmarket or premium for its city business hotels and resorts.
3.
As Impiana’s business is in hotels, resorts and spas, its services levels as well as its
properties offerings in terms of facilities, décor, and comfort are critical to its brand.
4.
Impiana first regional venture was the acquisition of a 2 star resort in 1995 that
subsequently was re-branded to be a 4 star resort property
10. 3. Analysis
- Global Environmental
Gannon and Johnson (1995) suggest expansion strategies of such global
chains falls into three main groups:
1. Asian hotel companies had relatively few properties
2. European Chains - more international than Asian
3. American Chains - least international
Internationalisation and size are not related. Some hotel chains have
decided to be represented outside their home country as a matter of
deliberate policy and others have concentrated on their home market.
Hotel Development in Southeast Asia and Indo-China / Aug 2000
http://www.hotelonline.com proposition:
1. Hotel chain penetration will be greatest by Asian chains, followed by
European, and then American.
2. Hotel chain market entry is most likely in those countries that provide
the highest potential return at the least perceived risk.
3. Hotel market entry mode will reflect the perceived level of return and
risk.
11. 3. Analysis
- Global Environmental
However, there is evidence to suggest that hotel companies do not rely
solely on these general criteria but take account of other specific factors.
For instance, hotels do not solely rely on internally generated demand:
1. Occupancies may be greatly influenced by international travel
behaviour.
2. It may also be the case that criteria used to determine general
market potential, such as market receptivity, are not deemed
significant for hotel market entry.
Dunning and Kundu (1995) identify a number of industry specific
variables such as size and nature of host city, availability of appropriate
inputs such as labour supply, and economies of supply.
Ref: Dunning, J.H. and Kundu, S.K. (1995) The Internationalisation of the Hotel
Industry, Management International Review, 35:2, 101 - 133 Dunning, J.H. and
McQueen, M. (1982) Transnational Corporations in International Tourism, UNTC:
New York
12. 3. Analysis
- Global Environmental
Other studies have adopted a qualitative approach to entry mode choice
by hotel chains:
1. Saunders and Renaghan (1992) investigated hotel development by
interviewing 28 hospitality executives working in Southeast Asia.
• They stress the potential importance of socio-cultural
difference.
• In their view, it is this factor that will ultimately ensure the success
or failure of an American or European chain's market entry
strategy.
2. Zhao and Olsen (1997) also identified socio-cultural concern as one of
eleven factors influencing entry mode choice.
• Other external (i.e. country specific) factors were political,
economic, technological, and ecological.
• They also found some factors, which they described as task
environmental factors, namely competitors, customer, property
location, partner characteristics and human factors.
13. 3. Analysis
- Regional
Hotel chains have to make a basic decision as to whether to have
representation in a country or not. There are a number of ways for
countries to be indexed in terms of their potential for market entry such
as The MSU-CIBER Index.
China emerges as the most attractive country for hotel entry. Korea is an attractive country for
general investment, it is less attractive to hotel chains; whereas Thailand is more attractive to
hotel entry than general investors. Indonesia has the least potential in both cases.
MSU-CIBER = Michigan State University – Centre for International Business Education and Research
14. 3. Analysis
- Regional
Relationship between Entry Mode Choice and Country Risk and Return
High
RETURN
Low
Hong Kong
Malaysia
1 franchised
29 contracts
Singapore
South Korea
16 contracts
China
Thailand
1 owned
2 joint venture
3 franchised
36 contracts
India
Philippines
Indonesia
27 franchised
28 contracts
Low
RISK
High
• Management contracts are by far and away the most dominant form of entry.
• Franchising is significant in those countries that have the highest risk and
lowest return, which may reflect this mode's characteristics.
15. 3. Analysis
- Potential Countries Comparison
THAILAND
VIETNAM
INDONESIA
Population
66.72 million
87.84 million
73.6 million
GDP per capita
income
2698.41 USD
757.40 USD
1206.99 USD
Religion &
Cultural Forces
• 89% Thai/Thai • 86.2% Kinh
Chinese
(Viet)
• 34.2%
Northeastern
(Isan)
• 33.7% Central
• 18.8% Northern
• 14.0% Thai
Chinese
• 13.3% Southern
• 11% Other (incl.
Malay, Khmer,
“Hill tribes”)
•
•
•
•
•
•
•
•
1.9% Tay
1.7% Tai
1.5% Muong
1.4% Khmer
Krom
1.1% Hoa
1.1% Nung
1% Hmong
4.1% Others
16. 3. Analysis
- Potential Countries Comparison
THAILAND
Political
Stability or Risk
Crime Index
Safety Index
International
connectedness
(by major
airlines)
Language
Climate/
Tourist Months
Currency
Currency
Exchange Rate
1MYR
VIETNAM
INDONESIA
7.0
High Risk
4.3
Moderate Risk
6.8
Moderate Risk
40.53
59.47
53.02
46.98
40.49
59.51
Thai Airlines
Vietnam Airlines
Garuda Airlines
Good
Low
Fair
Thai
Vietnamese
Indonesian
Peak: Nov -Apr
Low: Jul-Aug
Peak: Jul-Aug,
Low: Nov-Mar
Peak: Dec-Jan &
Jul-Sep
Low: Feb-Jun
Baht
Dong
Rupiah
9.44334 THB
6,885.05 VND
3,197.63 IDR
17. 3. Analysis
- Potential Countries Comparison
THAILAND
Slogan
Number of
tourists between
2011 to 2012
Tourist spent/
day
Tourist length of
stay
Country Major
attractions
VIETNAM
INDONESIA
Amazing
Thailand
Vietnam
Timeless Charm
Wonderful
Indonesia
Increased by
16%
(22 million)
Increased by
13%
(6.84 million)
Increased by
9.24%
(7.65 million)
50 USD
105 USD
140 USD
9
6
3
Bangkok, Pattaya,
Chiang Mai, River
Kwai, Phuket
Island, Koh Samui
Island and Krabi.
Ho Chi Minh City,
Dalat, Nha Trang,
Danang, Hoi An,
Hue, Hanoi and
Halong Bay
Jakarta, Lake Toba,
Bali, Medan, Ubud,
Kuta, Seminyak,
Yogjakarta, Nusa
Dua, Bandung,
Medan
18. 3. Analysis
- Impiana Regional Expension
—
—
—
—
—
—
—
2012 is the 5th year since the Global Financial Crisis (“GFC”) began
Although prices of hotel properties in many locations in Europe and
the USA have fallen, they remain unattractive to Impiana.
Impiana is concerned with the rate of return on its investment,
inability to manage faraway properties, declining global demand
which affect occupancy and other hotel revenue
Manpower issues- although most global countries face high
unemployment, the right talent is difficult to recruit.
As a result of the GFC, capital is still difficult to raise to partly fund
the new hotel
The political stability is uncertain if unemployment rate continue to
rise
Hence, Impiana chooses to expand in a growing market, ie. Phuket
19. 3. Analysis
- Destination Market : Phuket, Thailand
1.
Population of 503,000 million (as of 2013) local Thais.
2.
Highest per capital income in country
3.
Tourists growth in Phuket impressive over last 20 years (see chart
___)
4.
Tourist spent in dollars and length of stay highest in the region
(see chart ___)
5.
Religion & Culture: the majority of the population is Buddhist, but
there is a significant number of Muslims (30%). Buddhists –
moderate, caring, “sabai-sabai”, hospitable…
6.
4Ss attractions, liberal and tolerant government policies
20. 3. Analysis
- Destination Market : Phuket, Thailand
8.
Tourist arrivals in Phuket grew__% over the last __
years compared to other destinations in Thailand
(see chart ___)
9.
Despite no of rooms grew by___ over __ years,
occupancy remains attractive (see chart__)
10.
Average room rates for 5 star hotels and resorts
have grown from __ in 20XX to ___ in 20XX (see
chart__)
11.
Large pool of well-trained employees in the
industry
22. Phuket continues
to be an attractive
destination after
Tsunami because
it is politically
stable and
relatively safe
from compared to
Bali.
Phuket is well
known compared
to resorts in
Vietnam which still
lack depth and
variety in terms of
entertainment,
shopping and
services.
24. 3. Analysis
- Destination Market : Phuket, Thailand
Phuket has a wider range of liberal attractions compared
to Bali, offer fun to all segments of tourists.
Phuket is a strong brand known worldwide.
25. 3. Analysis
- Destination Market : Phuket, Thailand
Stronger growth in Phuket: 2010: 30% cf 2010 > 44% cf 2009
For Bali : YTD May 2012 growth rate of 8% year-on-year
Bali infrastructure problems have slowed its growth.
26. 3. Analysis
- Destination Market : Phuket, Thailand
Infrastructure
development
plays a very
important role in
making a
destination
attractive to
tourists.
The on-going
projects and
projects
proposed have a
direct positive
impact on the
tourists, thus
making Phuket
even more
accessible.
The value / size
of the projects
signify the
growing
importance of
Phuket as a
tourist
destination
27. 3. Analysis
- Destination Market : Phuket, Thailand
The GFC has affected /
reduced many tourists
from European
countries
China accounted for
22% of tourist arrivals
in Phuket.
There are 1,020,000
millionaires in China
(US$1.6M up) and
63,500 “super-rich”
Chinese (US$16M)
The average Chinese
millionaire is 39 years
old, and 60% of them
are male, 50% are
business owners, 20%
are professional
investors, and 15%
each are real estate
investors and highlevel senior executives.
28. Phuket
International
Airport,
gateway to
Phuket Island, a
paradise for
tourists in the
southern part of
Thailand.
10 airlines are
on service,
27,000 flights
and 12,000
tons of cargo
per year are
handled at the
airport.
Direct flights
from Shanghai,
Beijing,
Guangzhou,
Chengdu to
Phuket
29. ARR in the luxury
segment held on
well in 2011 / 2012
and outperformed
the overall market
despite GFC
and fewer arrivals
from Europe.
Hence it seems the
luxury segment is
not that price
sensitive given the
limited number of
rooms in this
segment
( 9% of all
segment rooms
supply).
> This is the
segment targeted
by Impiana
30. 3. Analysis
- Destination Market : Phuket, Thailand
A healthy
growth rate of
9% between
2013-2016 .
However, the
luxury and
upscale
segment
account for 29%
and 9%
respectively only
It allows Impiana
an entry into the
luxury segment
of ARR between
US$300-US$400,
boutique resort
with 50 rooms,
costing some US
$400K (RM1.2M)
per room
31. 4. Strategies
- Luxury Segmentation & Positioning
Physical Positioning
Impiana aims to differentiate from its competitors by offering a smart mix of
conventional with minimalist cum modern in its designs and finishings used
for rooms, public areas, food & beverage outlets.
Each suite has its own spa and massage private rooms, and opens to a private
pool that is also connected to a larger pool should the guests like to swim full
length.
In-house dinning served from its own private kitchen that also house a
personal cigar and wine cellar. The suite is technologically advanced and
operable using tablet.
32. 4. Strategies
- Luxury Segmentation & Positioning
Perceptual Positioning
Excellent service is a subjective or relative matter. Impiana aims to
set a new bar for service standards.
All service staff (including an assigned butler on call 24 hours)
will be trained to serve every guests are royalty. The food and
beverage served will be of the highest quality (and famous luxury
brands). A selection of wines.
The suites will also be “oxygenised” to give it constant
freshness. Reserved the same suite for returning guests.
33. 4. Strategies
- Luxury Market Entry
The Entry Strategy is based on the following decisions:
1.
2.
3.
4.
Target Product – Product designed to redefine the
meaning of luxury resort and spa experiences
Target Market - Premium guests- individuals or
small corporate groups with a minimum stay of 3
nights and spend of US$300- US$400 per room night
Goals Of The Target Market - Guests seeking a
different hospitality experiences whether on holiday
and/or business
Mode Of Entry – Fully owned property for brand
and capital appreciation, with a hotel management
contract for operating performance delivery,
flexibility & control
34. 4. Strategies
- Luxury Market Entry
5.
6.
7.
Time Of Entry – Decision to enter is made after
qualitative and quantitative factors are met and
property can deliver brand promise. Target
opening early Q3 to target year end holiday
travelers (Q4) and corporate meetings at start of
new year (Q1)
Marketing-mix Plan - Pre-determined guest-mix
in terms of country of origin, Rooms revenue mix
and F&B spent
Performance Control Check – comparison of
marketing mix vs industry vs comparable
properties, qualitative and quantitative controls
(see PPT #14.)
35. 4. Strategies
- Key Challenges - Uncertainties
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
World Economies
Stability of Selected Country Political & Economy
Tourist Arrivals
Construction Cost & Completion Control
Funding availability - Capex, Pre- and Post-opening
Market-Mix, Revenue Forecast
Culture, Religion, Financial and Taxation system
Staff of different backgrounds, experience, core values
Recruitment & Training
Service Standards
Reshaping service delivery, sales & marketing mindsets
Delivering the brand physical and perceptual
positioning
36. 4. Strategies
- Global Brand Objectives
—
The company’s business depends on local and foreign
guests. Expanding globally allows it to enjoy economies
of scale, attract foreign and local talent (who are attracted
to chain properties) and diversify its business risks
—
The brand has to be recognized not by its logo but a clear
brand promise and tagline which are currently missing.
Previously, the brand promise and tag line was “Rest
Assured. Always”.
—
Rest Assured is a promise to the guest that no matter
what their needs are (sound sleep, fully equipped
meeting facilities, high service standards, delicious meals,
wide variety of beverages etc), they can be assured the
needs will be met always. It is fulfilling, coherent and
consistent delivery aimed at all points of guests contacts
37. 4. Strategies
- Brand Pyramid
The 5 steps to making the Impiana brand strong:
Likelihood to attract and
retain/repeat guests
HIGH
LOW
Bonding
Regular personalized follow up even after
guests checked out
Advantage
Offers product and emotional benefits –as
per physical and perceptual positioning
Performance
Strict measure of actual delivery. Extensive
use of testimonies of highly satisfied guests
and repeat guests
Relevance
Communicate only those who can afford to
indulge without asking price as luxury is
assured
Presence
Communicate only those who can afford to
indulge without asking price as luxury is
assured
38. 4. Strategies
- Country Marketing Programmes
Programs
PrePostOpening Opening
International Trade Shows & Travel Agents
Y
Y
Local (Thailand) Trade Shows & Travel Agents
Y
Y
Local Press Releases, Advertisements , Bill Boards
Y
Y
Foreign Advertisements
Y
Y
Guess & Be My Guests -Quiz on Air
Y
Y
Hotel Intimate Joy Hunt
Y
Hotel Opening Cocktails
Y
Corporate Sign Up Programs
Y
Happy Business Happy Family Membership
Y
Online Challenge Deals
Y
40. 6. Control Methods - Quantitative
ACTIVITY
BUDGET
BUDGET
RM
(MIL)
MAJOR COST COMPONENTS TO
CONTROL
(sub-budgets)
Feasibility
1.0
Internal, experts, travelling
Consultancy
5.5
Architects, M&E, C&S,
Land Acquisition
20.0
Acquisition cost, Authorities
Construction
50.0
Building development, ID, Landscape
FFOE
6.0
Furniture, fittings, operating equipment
Pre-marketing
2.5
Sales trips, collaterals, websites, agency,
advertising & promotions
Pre-opening
5.0
Staff, training, operating cost
Operating
5.0
Staff cost, selling cost Gross Operating
Profit (GOP)
Room Revenue &
Occupancy
Average Room Rate and Occupancy vs
Industry and comparable hotels
41. 6. Control Methods - Qualitative
FOCUS AREAS
PARAMETERS MEASURE &
CONTROL
Local Customs & Culture
Turnover rate,
Hotel Building & Facilities
Layout, easy access, completeness of
relevant facilities, operating efficiency
Customer Facing Staff – F&B,
Front Office, Housekeeping,
Recreation
Service standards , Communication
skills
F&B Outlets
Menu- variety of food & drinks, Interior
Designs, Layout,
Sales & Marketing
Guests -mix in terms of country of
origin, individual vs corporate mix,
efficiency response
On-line Booking
Social Media Tracker,
Tripadvisor
Reservation and paid bookings
Number of clicks, likes, posted
comments, compliments & complaints
Guests Satisfaction
Guest Satisfaction Survey
42. 7. Conclusion
—
Today’s environment is not static but highly dynamic.
—
GFC demonstrated the volatility of business and sociocultural implications might also affect entry mode decisions.
—
Hospitality industry specific variables such as size and
nature of host city, availability of appropriate inputs such
as labour supply, and economies of supply are equally
important for consideration
—
Hotel projects typically take three years from conception to
opening, during which time country and market conditions
may have changed dramatically.