...1. Problem statement Spanish tourism sector is on a downward trend due to the financial crisis. This is reflected in shorter stays (2.6% drop), and fewer foreign visitors (1.2% drop). However, there is growth in nights spent amongst Spanish tourists (1.5% growth), and the number of British, French and Italian tourists (2% growth). At the same time, Paradores has a 12% increase in capacity from recent investments. The challenge for Paradores is how to design and implement a marketing plan in order to adapt to the changing environment and achieve the high occupancy rate (particularly during weekdays) that senior management demands. 2. 5C analysis See Appendix I for more details – Marketing audit, which contains 5C analysis. 3. Alternative evaluation Alternative areas to target Pros Cons Conclusion Young market ( specifically the younger market in Spain) Broader customers portfolio; public characteristics fits with part of Paradores´ value proposition Reduced purchase power trigger price reduction; normally they prefer staying in hostels Target younger segment by providing trendier decor in the non-historical buildings. Offer special promotions and activities Active tourism New trend in travelling philosophy and demand, which is line with Paradores´ main competitive advantages Not too common yet and need a special attention and specific means of communication Promote active tourism by promoting and sponsoring cultural activities as well as adventures and ecotourism-related...
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... F/601/0556 The Extended Marketing Mix, Market Segments and Contexts Learner name: Laura Lee Assessor name: Joanne Martin Completion Date: 16th August 2013 Word Count: Contents Introduction 3 Micro and Macro Environment 4 Market Segmentation, Target Marketing and Positioning 6 Marketing Mix 9 Product 10 Price 12 Place 14 Promotion 15 Extended Marketing Mix 17 Business Development 18 Conclusion 19 Appendix 1 20 Appendix 2 21 Appendix 3 22 Appendix 4 23 Bibliography 25 Introduction This report is analysing The Kenbarry Hotel, giving marketing recommendations based on marketing theories and concepts that will be also be discussed. The Kenbarry Hotel is in the centre of Blackpool attracting tourists from all over the country. Blackpool is well known for its seaside resort and the Blackpool Tower – which the Kenbarry Hotel is situated close to. The hotel is run by brothers, Shaun and Rod Smallwood who do everything from the cleaning, running the restaurant, maintenance and reception themselves. The hotel has 30 bedrooms, a dining room seating up to 60 guests, 1 bar and hotel reception area. The hotel has been open for 32 years, and for a long period of time, have not being generating much income. Three of the main problems The Kenbarry Hotel is currently facing are: 1...
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...hospitality industry. Total Quality Management (TQM) methodology can help organizations to achieve business excellence by improving customer satisfaction, cost effectiveness and competitive advantage. This methodology is useful for the hospitality industry. In a hotel, any quality problem will encourage guest complaints. A hotel serves human beings and everyone has different preferences and requirements which makes it more difficult to control quality in a hotel. For successful TQM practice, organizations have to integrate the quality management into the business strategy and to align the goals both horizontally and vertically throughout the various levels within the organization. In a typical hotel, there are three vertical levels - the senior management level, the business level (middle management) and the functional level (shop floor). Horizontally, there are departments – front office, food and beverage (F&B), housekeeping, sales and marketing, human resources, accounting, engineering and culinary. The objective of this study is to provide the highest quality to hotel industry and achieve customer satisfaction. II. Process Mapping The flow chart below is about the registration in a hotel which is basically the most important factor for dealing with...
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...Myanmar Imperial College Marketing Principle Assignment front sheet Learner name Min Khant Aung Date issued 06.09.2013 Qualification Edexcel BTEC Level 5 HNC Diploma in Busin ess Completion date 10.10.2013 Assessor name Mr Ronnie Kywe Thiyan Submitted on 07.10.2013 Unit number and title Unite 1 – Marketing Principle F/601/0556 Assignment title Marketing Principle In this assessment you will have opportunities to provide evidence against the following criteria. Indicate the page numbers where the evidence can be found. Criteria referenc e To achieve the criteria the evidence must show that the student is able to: Task no. Evidence 1.1 Explain the various elements of marketing process Evaluate costs and benefits of a marketing orientation for a selected organization. Show macro and micro environmental factors which influence marketing decisions. Propose segmentation criteria to be used for products in different markets Choose a targeting strategy for a selected product/service Explain how buyers’ behavior effects on marketing activities for “Green Villa” hotel 1 7-9 1.2 2 10 2.1 3 11-13 2.2 5 15 2.3 5 16 2.4 4 14 MIN KHANT AUNG Pg.1 Myanmar Imperial College Marketing Principle 2.5 Propose new positioning for a selected product/service Explain how products are developed to sustain competitive advantage Explain how distribution is arranged to provide customer convenience Explain how prices...
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...Ahmed Hossam Ghaleb Mahmoud 23 montaser buildings, El-Haram Giza, Egypt Tel: 02-35874006 Mobile: 01003419847 Ahmedhossam201@hotmail.com OR Ahmedhossam202@hotmail.com | |[pic] Objective : Seeking a position in a leading organization, that would utilize and develop my knowledge in the field of Portfolio Management, as well as make use of, and enhance my academic background and interpersonal skills. Education : University: ▪ Bachelor of Commerce (2005) - Cairo University. ▪ Major: Accounting. Languages Skills : English: Very Good Arabic: Mother Tongue Positions Held : Dec 2007 – Present: ▪ Auditor at Deloitte (Saleh, Barsoum, Abdel Aziz & Co-Egypt). Job Description: - Examine and analyze accounting records to determine financial status of establishment and prepare financial reports concerning operating procedures. - Review data regarding material assets, net worth, liabilities, capital stock, surplus, income, and expenditures. - Inspect items in books of original entry to determine if accepted accounting procedure was followed in recording transactions. - Verify journal and ledger entries of cash and check payments, purchases, expenses, and trial balances by examining and authenticating inventory items. - Good understanding of IFRS...
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...HBR SPOTLIGHT Assets like leadership, talent, and speed are what produce superior market value. A capabilities audit can show you how you measure up-and how to build on your intangible strengths. Capitalizing on Capabilities by Dave Ulrich and Norm Smallwood they admire, people quickly point to organizations like General Electric, Starbucks, Nordstrom, or Microsoft. Ask how many layers of management these companies have, though, or how they set strategy, and you'll discover that few know or care. What people respect about the companies is not how they are structured or their specific approaches to management, but their capabilities an ability to innovate, for example, or to respond to changing customer needs. Such organizational capabilities, as we call them, are key intangible assets. You can't see or touch them, yet they can make all the difference in the world when it comes to market value. These capabilities - the collective skills, abilities, and expertise of an organization - are the outcome of investments in staffing, training, compensation, communication, and other human JUNE 2004 I F YOU ASK THEM WHICH COMPANIES resources areas. They represent the ways that people and resources are brought together to accomplish work. They form the identity and personality of the organization by defining what it is good at doing and, in the end, what it is. They are stable over time and more difficult for competitors to copy than capital market access, product strategy...
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...Marketing Principles Task I Marketing is a process. where businesses focus on the demands of the customers on the market by planning and achieving the needs of the customers. "Marketing is the process of planning and executing the conception. pricing. promotion, and distribution to ideas, goods. and services to create exchanges that satisfy individual and organizational goals" (BPP Learning Media, 2010). "The marketing process is about strategy and planning ... Four questions to be addressed are where are we now? Where do we want to be? How are we going to get there? And how do we know we have got there? (BPP Learning Media, 2010). Situation analysis requires a thorough study of the broad trends within the economy and society, as well as a detailed analysis of markets, consumers and competitors (BPP Learning Media, 2010). Strategy development links corporate and market level plans. Implementation requires an identification of the specific tasks, allocation of responsibility for those tasks and a system for monitoring their implementation" (BPP Learning Media, 2010). Marketing satisfies the needs of the customers which will be profitably for your company. Whereas we see in the Case study on More Tourism than rooms, they need ...
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...assist them in making a decision to purchase a product or service. The razzmatazz, pace and creativity of some promotional activities are almost alien to normal business activities. The cost associated with promotion or advertising goods and services often represents a sizeable proportion of the overall cost of producing an item. However, successful promotion increases sales so that advertising and other costs are spread over a larger output. Though increased promotional activity is often a sign of a response to a problem such as competitive activity, it enables an organisation to develop and build up a succession of messages and can be extremely cost-effective. The importance of a marketing mix is to make businesses or organizations meet the needs of customers and to satisfy them. The marketing mix is made up of four P's which are promotion, price, product and place. This means the goods...
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...MARKETING PLAN Table of Contents 1.0 Executive Summary 2.0 Corporate objectives 3.0 Marketing Audit 3.1 Market Needs 3.2 The Market 3.2.1 The Market geographic 3.2.2 The Market demographics 3.2.3 The Market behaviours 3.2.4 Market trends 3.2.5 Market growth 3.3 Macro Environment 3.4 Competition 3.5 Marketing mix 4.0 SWOT analysis 5.0 Key Assumptions 6.0 Marketing objectives and strategies 6.1 Mission 6.2 Challenges 6.3 Marketing objectives 6.4 Financial objectives 6.5 Target Marketing 6.6 Messaging 6.7 Branding 6.8 Marketing mix 7.0 Marketing programmes 7.1 Marketing activities 7.2 Public Relations strategy 8.0 Budget 9.0 Implementation 10.0 Control 10.1 Marketing activities 10.2 Critical Success factors 10.3 Marketing organization 10.4 Contingency planning 1.0 Executive Summary Constance Halaveli Resort (CHR), situated in the North Ari Atoll, Maldives, is an 86 keys villas resort with each villa featuring its own private pool located on the beach or over the water, with three restaurants, two bars, and an exclusive wine cellar, a 5 star PADI IDC diving center, a “Kuda Club” for children aged between 3 and 5 and Spa (1). The hotel started to operate in July 2009. Progression has been very good over the last years, and customers have been very well impressed with its high end product and services. Constance Halaveli Resort being a representative of Constance Hotels, a Mauritius based...
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...Peninsula Hotel Chicago A Marketing Plan • Executive Summary Set in the heart of the “Magnificent Mile”, The Peninsula Hotel Chicago is ideally situated for visitors to experience all that the city has to offer. On the doorstep of Chicago’s premier business and shopping district, the hotel is located in the center of the city’s most exclusive shops and steps from the historic Water Tower. The Peninsula Chicago has 339 luxurious and spacious guestrooms and suites furnished in a magnificent classical style. The Peninsula Hotel property is renowned for its convenient and strategic location within the city. Also synonymous with the brand are the high level of personal service guests receive, and the comprehensive business facility available in luxurious settings. The Peninsula Chicago is targeting rich businessmen, repeat executives and leisure travelers by offering them great discounts in order to bring the occupancy and revenue up for the second quarter of 2011. By analyzing the marketing environment and completing the SWOT analysis the hotel can create specific strategies in order to meet the marketing objectives. The action plan will organize and distinguish the activities during the second quarter within the marketing team. Our marketing plan is structured to enable us to achieve the strategic goals we have set for ourselves in terms of increasing overall revenue as a result of differentiating our products and services from the competition. Our marketing team will...
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...International Organisation for Standardisation (ISO) The ISO 9001 certificate is a proof that a company is functioning in compliance with all international and national quality standards and that it regularly surveys the quality system that have been included in its business practice. The implementation of Quality Management System ISO 9001 in a hotel demands a lot of paperwork; it is time consuming and increases additional costs. In a research carried out by Adanur–Allen (1995), he stated that the main advantages of a successfully implemented ISO 9000 are improved business efficacy, greater consumer satisfaction and improved competitiveness. Since customers are very demanding when it comes to the quality of service in the hotel industry, organisations are competing to become quality leaders through ISO. The adoption of a quality management system should be a strategic decision of an organization. The design and implementation of an organization's quality management system is influenced by * a) its organizational environment, changes in that environment, and the risks associated with that environment, * b) its varying needs, * c) its particular objectives, * d) the products it provides, * e) the processes it employs, * f) its size and organizational structure. This International Standard can be used by internal and external parties, including certification bodies, to assess the organization's ability to meet customer, statutory and regulatory requirements...
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...CHTP REVIEW: Hotel Technology Cihan Cobanoglu, Ph.D., CHTP University of South Florida SarasotaManatee May 5, 2011 HFTP What To Expect Multiple Choice and True/False 4 Sections 250 – Choose most correct answer 75% Passing grade in each section HFTP Review Topics General Technology: Network Administration Emerging Technologies Telecom System Architecture Hotel Technology: Accounting / Payroll / HR Food and Beverage Lodging Applications Targeted Technology: Facilities Club Applications Resort / Spa Marketing / Web Applications Managing Technology: Time and Attendance Systems General Management System Strategies System Analysis and Selection HFTP Hotel Technology Section Two HFTP POLL QUESTION How many systems are there in a full service hotel? a) Less than 10 b) 11-25 c) 26-50 d) 51-75 e) 75 or more TRAVEL AGENTS GLOBAL RESERVATION SYSTEM Hotel System Map Internet/ Intranet HFTP REMOTE SALES MARKETING FORECASTING & SCHEDULING SWITCH COMPANY TIME & ATTENDANCE CORPORATE GUEST HISTORY CORPORATE RESERVATION SYSTEM CREDIT CARD AUTHORIZATION & EFT PAY PER VIEW / CHECK OUT MAID DIAL-IN YIELD MANAGEMENT SALES & CATERING SYSTEM ELECTRONIC LOCK & SECURITY SYSTEM INROOM ENERGY CONTROL MAINTENANCE ENERGY FIRE & LIFE SAFETY CORPORATE ACCOUNTING SYSTEM PMS E-MAIL, WWW, DSS, EIS PURCHASING & INVENTORY FOOD & BEVERAGE INVENTORY SYSTEM ELECTRONIC BAR DISPENSER...
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...Capitalizing on Capabilities By Dave Ulrich and Norm Smallwood Assets like leadership, talent, and speed are what produce superior market value. A capabilities audit can show you how you measure up—and how to build on your intangible strengths. 1 [bio] Dave Ulrich, on leave from the University of Michigan, is currently mission president of the Canada Montreal Mission for the Church of Jesus Christ of Latter-day Saints; he can be reached at dou@umich.edu. Norm Smallwood is a cofounder of Results-Based Leadership; he can be reached at nsmallwood@rbl.net. Ulrich and Smallwood are coauthors of Why the Bottom Line Isn’t! How to Build Value Through People and Organization. When asked which companies they admire, people quickly point to organizations like General Electric, Starbucks, Nordstrom, or Microsoft. Ask how many layers of management these companies have, though, or how they set strategy, and you’ll discover that few know or care. What people respect about these companies is not how they are structured or their specific approaches to management, but their capabilities— an ability to innovate, for example, or to respond to changing customer needs. Such “organizational capabilities,” as we call them, are key intangible assets. You can’t see or touch them, yet they can make all the difference in the world when it comes to market value. The collective skills, abilities, and expertise of an organization, these capabilities are the outcome of investments in human resources—staffing...
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...August 2012) Please answer all three questions Question 1: The following are independent situations: (i) Bob is an audit assistant currently undertaking university studies. While auditing the books of Club Casino, he comes across certain financial information that he believes will assist him in completing one of his university assignments. He copies the information and uses it in his assignment, carefully removing all reference to Club Casino in order to preserve the client’s confidentiality. (ii) Wendy has been the engagement partner on the Ace Limited audit for a number of years. Some time ago, Ace’s long-standing company secretary retired and Ace took six months to find a replacement. At Ace’s request, Wendy performed company secretarial duties for this period of time. Required: For each of the above independent situations list any professional standards and regulatory requirements breached and discuss possible alternative courses of action the auditor should have taken in order to properly discharge their professional responsibilities. (Total 5 Marks) Marks breakdown: (i) Identification of breach(s) (1 Mark). Identification of alternative course of action: (1 Mark) (ii) Identification of breach(s) (2 Marks). Identification of alternative course of action: (1 Mark) Question 2: Consider the following independent situations, all of which apply to audits of entities for the year ending 31 December 20X7: (i) Slipway Limited, a listed company, has been experiencing declining...
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...FRONT OFFICE ORGANIZATION CHART AND THEIR DUTIES *Organization chart is on the paper Corporate Owner-The overall owner and head of all the hotel operations General Manager- The person in-charge of directing and leading the hotel staff in meeting the financial, environmental and community responsibility of the hotel. * He develops and stylizes organization charts that fit his or her plan to meet the goals of the particular company. Assistant General Manager- holds a major responsibility in developing and executing plans developed by the corporate owners, general managers, and other members of the management staff. Front Office Manager - The person responsible for leading the front office staff in directing hospitality -Reviews the financial draft of the night audit, daily review of the financial accounting procedures at the front desk and other guest service areas during the previous 24 hour period and an analysis of operating results Desk Clerk - verifies guest reservations - registers guests -assigns rooms -distributes keys -communicates with the house-attractions -accepts cash and gives change -act as a liaison between the lodging establishment and the guest as well as the community Cashier- processes guest checkouts and guest legal tender and provides change for guests. Reservations Manager - can be found in the many of the larger lodging establishments * Responsible for taking incoming requests for rooms and noting special requests for service ...
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