MARKETING PLAN
Table of Content No. 1. 2. 3. 4.
Page
Hote Hotell Miss Missio ion n Sta State teme ment nt and and Pos Posit itio ioni ning ng Stat Statem emen entt Executive Su Summary Com Competi petiti tion on Anal nalysis ysis / S.W.O S.W.O.T .T.. Ana Anallysis ysis Stat Statis isti tica call Ana Analy lysi sis: s: Avail vailab able le / Sol Sold d Room Rooms, s, Fair Fair / Actual Market Share, Average Rate, RevPAR,
5. 6. 7. 8.
Occupancy. Geog Geogra raph phic ic Orig Origin in of Guest Guest and and Guest Guest Natio Nationa nali lity ty Room Se Segmentation Re Report Key Calendar Year 2004 Market Seg Segment Pr Productivity: Rooms (*based on five key room segments) Restaurants / Bars (*based on four rest / bars)
MARKETING PLAN 1.
HOTEL MISSION STATEMENT
MARKETING PLAN Our Hotel, being the first independent hotel that managed by a senior hotelier will position itself as the leading hotel in Tuban area, by offering some quality service and value of money, at the same time focusing on the needs of both overseas tourist and local tourist based the markets. For this this to achi achiev eve, e, we will will fost foster er an en envi viro ronm nmen entt in whic which h all all our our empl em ploy oyee ees s can can play play a part part thro throug ugh h cont contin inue ued d trai traini ning ng in ex exce cell llen ence ce,, emphasis on teamwork, effective communication communication and innovation in all areas of the hotel operation.
MARKETING PLAN 2.
EXECUTIV TIVE SUMMARY
A. Situation Overview
A.
Local situation Our location is the North of Kuta just 5 minutes drive from International Airp Airpor ortt Ngur Ngurah ah Rai Rai and Our Our Hote Hotell was loca locate ted d in fron frontt of Bigg Bigges estt and Famous Hotel, just walking to Shopping Center Kuta, Bowling Club, and Legendary Kuta Beach. Just only one hotel under development in surrounding our hotel, this hotel maybe will operate some times within the year 2009. Other development is shopping mal that still under construction in the area not far from our hotel. Kuta area is famous destination for Australian Tourist, but not only from Australia the other country i.e., Germany, Germany, Holland and domestic tourist now no w are starting to choose Kuta and Tuban area as their destinations. Kuta Beach is good place for surfing; body sun bake; relaxation with some fun games. The traditional masseur will to offer you for relaxation massage
MARKETING PLAN C.
Competition From the personal observation of hotels at Tuban area as follow:
General Competitor
Now the competitors was very dilate as an impact of pricing policy for five and four star hotel does not reflect to their class. Some five and four-star hotels are sold the room with very low price, so to analyze competitor as framer would be to consider also with hotel above Bali Rani Hotel Ho tel category. category.
Hotel Competitor1
The Competitor1 is located in ____________ and closed by ___________ distance ______ km from our hotel. The room available is 312 rooms and the rate as follow: PUBLISH
MARKETING PLAN Hotel Competitor2
The Competitor2 is located in ___________ and closed by _____________ distance ____km from our hotel. The room available is 243 rooms and the rate as follow: - Standard Room Single Single / Double Double US $ 00,00 00,00 / US $ 00,00 00,00 (50%) - Superior Superior Room Single Single / Double Double US $ 00,00 / US $ 00,00 00,00 (50%) - Delu Deluxe xe Room Room Sing Single le / Dou Doubl ble e US $ 00, 00,00 00 / US US $ 00 00,0 ,00 0 (50%) (50%) The above rates all was excluded 21% tax and service charge Not Compulsory Christmas Eve Diner Not Compulsory New Year Eve Dinner High Season Surcharge US $ 00,00 per room per night Peak Season Surcharge US $ 00,00 per rooms per night No Meeting Room
Hotel Competitor3
MARKETING PLAN D. Marketing Strategies
1.
Advertising Overseas advertising budget will be used to support the Travel Agents Brochures and produce some flyer for hotel packages. Local Local advert advertis ising ing budget budget will will be used used to suppor supportt the Travel ravel Agents Agents Brochures and produce some flyer for hotel packages.
2.
Sales To identify and develop partnership alliance will major Tour Operator in Indonesia (Locally Bali, Surabaya, Bandung and Jakarta) and overseas. To iden identi tify fy and and ev eval alua uate te on em emer ergi ging ng marke markett opport opportun unit itie ies s with with Australia, Europe, Local and Asian Countries
MARKETING PLAN E.
Food & Beverage OUR HOTEL Food & Beverage Competitor Competitor Analysis A nalysis
Class of Restaurant Price
Restaurant 1
Restaurant 2
Restaurant 3
Restaurant 4
Our Restaurant
A
A
B
C
A
Value of Money
Value of Money
Value of Money
Moderate
Value of Money
Number of seats Menu & Drink List
Western Food, Chinese Food; Local Food; Beer, Wine & Soft Drink
Western Food, Chinese Food; Local Food; Beer, Wine & Soft Drink
Western Food, Chinese Food; Local Food; Beer, Wine & Soft Drink
Western Food, Chinese Food; Local Food; Beer, Wine & Soft Drink
Western Food, Chinese Food; Local Food; Beer, Wine & Soft Drink
Entertainment and Other Facilities
Special ial ev event on only
Live ive Mu Music & Special Event
Live Music on Special Event
Live Music once week
None
Other Features
Commission for guide and driver
Non Commissionable
Commission for guide and driver
Commission for guide and driver
Commission for guide and driver
MARKETING PLAN 3. COMPETITION ANALYSIS/ S.W.O.T. ANALYSIS OUR HOTEL Marketing Plan Competition Analysis Star Number of Rooms 1. Date Opened Major Renovation 2. Type of Hotel
Com petitor1 Competitor2 Competitor3 Our Hotel 4 3 3 3 312 Rooms 243 Rooms 137 104 Rooms Month, Year Month, Year Month, Year Month, Year ____________________ ____________________ ____________________ ____________________ _______________ _______________ _______________ _______________ • • • • _______________ _______________ _______________ _______________ • • • • •
Rate in General Special in Room Facilities
• • • • • • • • •
Swimming Pool & Other
•
______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________
• • • • • • • • • •
______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________
• • • • • • • • • •
______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________
• • • • • • • • • •
______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________
MARKETING PLAN
3. COMPETETION ANALYSIS / S.W.O.T. ANALYSIS STRENGTHS
WEAKNESSE S
Hotel 1 __________ _ __________ _ __________ _ __________ _ __________ _ __________ _ __________
Hotel 2 __________ _ __________ _ __________ _ __________ _ __________ _ __________ _ __________
Hotel 3 __________ _ __________ _ __________ _ __________ _ __________ _ __________ _ __________
Hotel 4 __________ _ __________ _ __________ _ __________ _ __________ _ __________ _ __________
Our Hotel ___________ ___________ ___________ ___________ ___________ ___________
___________
MARKETING PLAN _ __________ _ __________ _ __________ _
_ __________ _ __________ _ __________ _
_ __________ _ __________ _ __________ _
_ ___________ __________ _ __________ _ __________ _
MARKETING PLAN Actual Market Share Average Room Rate RevPAR
MARKETING PLAN 5. GEOGRAPHIC ORIGIN OF GUEST AND GUEST NATIONALITY OUR HOTEL Guest Profile Analysis Geographic Origin of Guest and Guest G uest Nationality Co u nt r y
Last Year 2007 Room Night
Australia New Zealand & South Pacific TOTAL AUSTRALIA/NEW ZEALAND Brunei Hong Kong India Indonesia Korea Malaysia Pakistan P.R. of China Philippines Singapore Sri Lanka Taiwan
%
Forecast R oo m Night
2 008 %
Budget 2009 Room Night
%
MARKETING PLAN
6. ROOM SEGMENT REPORT Market Segments Individual Business (IB) Rack Rate Corporate Rates Commercial Rates Unique Programs (Business) Hotel Packages (Business) Other
Group Business (GB) Air Crew
Definitions
Market Category
MARKETING PLAN
M O NT H
DATE
EVENT
% Occupancy
Target Market
MARKETING PLAN
Objectives Room nights 2007 2008 2009
Market Situation
% Change
Avg. rate
% Change
Revenue
% Change
MARKETING PLAN 8. MARKET MARKET SEGMEN SEGMENT T PRODU PRODUCTI CTIVIT VITY Y A.
Corporate & Business
Action
By Who
When
MARKETING PLAN B.
Leisure
Objectives: Room nights 2007 2008 2009
Market Situation:
% Change
Avg. rate
% Change
Revenue
% Change
MARKETING PLAN 8. MARKET MARKET SEGMEN SEGMENT T PRODU PRODUCTI CTIVIT VITY Y B.
Leisure
Action
By Who
When
MARKETING PLAN C.
Hong Kong Restaurant:
Objectives: # Of covers 2007 2008 2009
Market Situation:
% Of change
Avg. food check
% Of change
Total food revenue
% Of change
MARKETING PLAN Action
By Who
When
MARKETING PLAN # Of covers 2002 2003 2004
Market Situation:
% Of change
Avg. food check
% Of change
Total food revenue
% Of change
MARKETING PLAN
MARKETING PLAN Market Situation:
Key Strategies:
MARKETING PLAN 8. E.
MARK MARKET ET SE SEGM GMEN ENT T PROD PRODUC UCTI TIVI VITY TY
Sunken Po Pool Bar:
Action
By Who
When
MARKETING PLAN Objectives:
# Of covers 2007 2008 2009
Market Situation:
% Of change
Avg. food check
% Of change
Total food revenue
% Of change
MARKETING PLAN 8. F.
MARK MARKET ET SE SEGM GMEN ENT T PROD PRODUC UCTI TIVI VITY TY
Room Service:
Action
By Who
When
MARKETING PLAN Objectives:
# Of covers 2007 2008 2009
Market Situation:
% Of change
Avg. food check
% Of change
Total food revenue
% Of change
MARKETING PLAN 8. G.
MARK MARKET ET SE SEGM GMEN ENT T PROD PRODUC UCTI TIVI VITY TY
Bali Balin nese Co Coffee fee Shop: hop:
Action
By Who
When
MARKETING PLAN Overview
Objectives
MARKETING PLAN 9. PUBLIC RELATIONS RELATIONS Action
Action
By Who
When
MARKETING PLAN 10. COLLATERAL - PRINTING COSTS COSTS ITEM
Page:
PURPOSE
TARGET MARKET
DISTRIBUTION
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TOTAL QUANTITY
COST
TARGET DATE
MARKETING PLAN 11. ADVERTISING Objectives
MARKETING PLAN 12. SALES TRIPS TRIPS / TRADE SHOWS DATE
Page:
COUNTRY
SALES TRIP / TRADE SHOW
WHO IS ATTENDING
PU RP RPOS E / TAR GE GE T MA RK RKET
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B US US IN IN ES ES S P OT OT EN EN TI TIA L
C OS OS T
MARKETING PLAN 13. DIRECT MARKETING DATE
TARGET MARKET
OFFER
DISTRIBUTION
14. Organization Chart
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QUANTITY
COST
MARKETING PLAN
Managing Director
Resident Manager
Sales Manager
F.O Manager
Housekeeper
FB Manager
A. Managing Director
Chief Eng.
Director of Finance
HRD Manager
Chief Accountant
15. MARKETING BUDGET DESCRIPTIONS
Last Year Amount
2007 %
Forecast Amount
2008 %
PAYROLL - Salaries & Wages
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Budget Amount
2009 %
MARKETING PLAN - Other Benefits TOTAL PAYROLL OTHER EXPENSES Uniforms Laundry Uniforms Printing & Stationary Painting & Decorations Promotion Materials Telephone & Fax Transportations Data Processing Postage & Telegram Agents Entertainments Marketing Fees Advertising & Promotions Broadcasting & Televisions Traveling Expenses Commission Travel Agents Miscellaneous TOTAL OTHER EXPENSES TOTAL MARKETING
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MARKETING PLAN 16. 2009 Advertising Briefing Form 1.
Primary Marketing Objective(s)
I)
______ ___ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ ______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ ____ _
II)
_____________ ____________________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ___________ ____
III)
_____________ ____________________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ___________ ____
2.
What Are Your Key Selling Points?
I)
______ ___ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ ______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _______ _____ __
II)
_____________ ____________________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ____________ _____
III)
_____________ ____________________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ____________ _____
IV)
_____________ ____________________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ____________ _____
V)
_____________ ____________________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ____________ _____
VI)
_____________ ____________________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ____________ _____
VII)
_____________ ____________________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ____________ _____
3A.
Page:
Please Provide A Breakdown Of Where Your Business Comes Comes From
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MARKETING PLAN Country
2008
Primary
I) __ ________ ______ II) __ ________ ______ III) __ ________ ______ Secondary I) __ ________ ______ II) __ ________ ______ III) __ ________ ______
2009
Business Traveler %
Ave. Length Of Stay
Leisure %
Ave. Le Leng th th Of Stay
Business Traveler%
____ __________ ___
_______ _______
___ __________ ____
______ ________
___ __________ ____
____ __________ ___
_______ _______
___ __________ ____
______ ________
____ __________ ___
_______ _______
___ __________ ____
____ __________ ___
_______ _______
____ __________ ___ ____ __________ ___
Ave. Length Of Stay
Leisure %
Ave. Length Of Stay
______ ________
_________ _____
_____ _________
___ __________ ____
______ ________
_________ _____
_____ _________
______ ________
___ __________ ____
______ ________
_________ _____
_____ _________
___ __________ ____
______ ________
___ __________ ____
______ ________
_________ _____
_____ _________
_______ _______
___ __________ ____
______ ________
___ __________ ____
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___ __________ ____
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___ __________ ____
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____________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________ Cont'd 3B.
Please Provide A Breakdown Of Of Where Your Business Business Comes From Airline Crew
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MARKETING PLAN 2008
2009
Airline
No. Of Rooms
I) II) III) IV) V) VI)
Airline
No. Of Rooms
I) II) III) IV) V) VI)
4.
Percentage of Repeat Guests __________ %
5.
Lead Times Times For Corporate Corporat e Bookings ______ Days; Leisure Bookings ______ Days.
6.
How Are Bookings Made At Your Hotel?
I) IV) V)
Page:
Internet _________ % Corporate _________ % Wholesalers / Inbound Operators
II)
Airlines (GDS) _________ % Local _________ % _________ % VI) Other
III)
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Travel Agents _________ % International _________ % _________ %
MARKETING PLAN 7.
Seasonality Of Your Business
Month/Year January ‘09 February ‘09 March ‘09 April ‘09 May ‘09 June ‘09 July ‘09 August ‘09 September ‘09 October ‘09 November ‘09 December ‘09 Year End*
Occupancy % % % % % % % % % % % % %
Special Reasons
Forecasted Occupancy 2008 % % % % % % % % % % % % %
(*Based on 8 months actual / 4 months forecast) Comments On When You Feel You Ought To Advertise And Why ____________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________
8.
What Type Type Of Advertising Advert ising Will You Require This Year?
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MARKETING PLAN
∗
Image Ad Meeting / Conference Ad Seasonal Tactical Offer
Yes / No Yes / No Yes / No
∗
Executive Club Floor Ad
Yes / No
∗ ∗
Fall 09
_________,
Spring 09 _________,
Winter 09
__ _________,
Summer 09 _________.
Other _____________ ____________________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ___________ ____ __________________________________________________________________________________________________________________
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MARKETING PLAN 9.
Will Will You You Want Want To Change Your Your Current Creative For Any Of T The he Above, And / Or Do You Need To Develop New Advertising? Advertising?
If Yes, Yes, Please Explain: ____________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________
10.
Key Messages To Business Travelers
To Leisure Market
_____________________________________________________
__________________________________________________________
_____________________________________________________
__________________________________________________________
_____________________________________________________
__________________________________________________________
_____________________________________________________
__________________________________________________________
_____________________________________________________
__________________________________________________________
11.
What Is The The Advertising Budget* For Fiscal 2009?
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MARKETING PLAN ♦ ♦ ♦
Image Tactical Total Budget
Page:
US$__________________________ US$__________________________ US$__________________________
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