Heavenly Resort Business Plan

e at that placeal remedy seam formulateThe supernal go back, Puerto Princesa Palawan Philippines is a dress shop hotel at veget able marrow Palawan Island. celestial Resort is boutique hotel fling32 sole(prenominal) rooms.The heavenly Resortproperty is pleasant and strategic location within the urban center. Also with the laid-back level of personal armed swear out guests receive, create a memor equal experience and the extensive range of countrywide business facilitiesavailable in rummy settings.The Heavenly Resort has 32 exclusive rooms with a pool on the roof put across and is targeting bodied guests with a two to collar night stay requirement.Foreign retiree guest with a three to six months stay, impertinent and topical anesthetic vacationmaker with a one to two weeks stay requirement and family, scuba divers, backpackers, trekkers, annulus watchers, spelunkers, explorers and even honeymooners.Differentiating the type of business exhaustively offered, and sustainable green mental institution from that of the competition, exit assist not only in building the Heavenly Resort brand as a whole, only when go out solelyure stag tourertravellers, who require a higher levelof personal service and recognition than they croup receive at militant boutique hotel in Palawan. This pull up stakes run the Heavenly Resort with an opportunity to leverage its essence competencies as regards servicing the tourist traveller in a unique and groundbreaking environment.Description of the business conceptThe first Exclusive Business Boutique Hotel/Resort with restaurant is wholly managed with five teams. The teamspecializes in occupying strategic, inner city locations and serving primarily corporate clients, foreign and topical anaesthetic anaesthetic tourist. securities industry NeedsPalawan Island is one of biggest city in Philippines and the famous holiday destinations for foreign and topical anesthetic. Due to the influx of tourist i n the ara, in that respect is inadequacy of accommodation with little competition for a boutique hotel.The Heavenly Resort offers value and benefits to our clients, oer and above the standard of our facilities and affordable rates. We seek to fork out our guests with an exemplarypersonal service, and level of recognition that they contract come to commit upon. We interpret our guest with a relaxed environment which they cannot capture at larger, much impersonal competitors.Our guests request to know that they can develop a kind with the hotel that exit en trusted efficiency, value for theirmoney and reliability in proviso them with the support they need, when they needed it. The Heavenly Resort operates in a city with a very sloshed intelligence of community, and we want to stay an constituent(a) part of that community.The Target food commercialiseThe Heavenly Resort is a boutique hotel comprising 32 guest rooms, a pool,and restaurantand specializing in servicing corporate guest, foreign and local with the family.Our light upon clients be originating from both international and domesticated marketplaces from scuba divers, backpackers, trekkers, bird watchers, spelunkers, explorersand yes, even honeymooners. The strategic location of the property is the backbone to its succeeder in these aras due to the proximity of the nearby white sand beaches and resorts where guests can contemplate a plunge or bathe in the cheer and beautiful scenery.Key to our business success is the level of guest trueness and reiteratebusiness. We offer our guests unique ambience amenities,when styled in a boutique manner both inside the rooms and within the hotels conference facilities.Our guests chance that they can conduct their business from within a less hard atmosphere than can be experienced in our competitive properties, where there is less personal recognition. They appreciate being c anyed by name when they arrive, and having supply remember th eir specific requirements, time and again. This is the key in developing the consanguinity beyond an initial stay and evidences our added value in proportion to competitive properties in the vicinity.The belligerent Advantages (Innovativeness)(Arvind)The Team (April Chris) food market Research and AnalysisMarket AnalysisTable 1 Tourist Volume in study Destinations, January-whitethorn 2010/2009Destinations20102009 step-up RateMetro Manila848,518724,57217.11%Cebu734,531703,9654.34%Boracay Island378,694337,66412.15%Camarines Sur*348,139344,4591.07%Baguio metropolis318,677373,820-14.75%Davao city275,658273,4920.79%Zambales159,025157,5910.91%Bohol143,276139,1622.96%Camiguin Island105,26290,26916.61%Negros Oriental102,39498,7383.70%Cagayan83,82280,7393.82%IlocosNorte81,72488,366-7.52%Puerto Princesa City*73,98654,75435.12%Total3,653,7063,467,5915.37%* January-March data only. No data provided for April and MaySource of Data DOT Regional Offices/Local Tourism Offices/ readjustment Es tablishment.Market DemographicsMarket Geographics Puerto Princesa, Philippines is a city centre in Palawan Island, with a population of 157,144. Overall Island population is 640,486.Market Demographics The community in Palawan are migrants from different regions in the Philippines and Foreigners who create business activities.Market Psychographics in that respect is a strong small business ethic in the community, and umpteen family-run enterprises bear been prospering for generations. There is also a strong retrieve of community and a high level of awareness as regards to sympathize with for the environment.Market Behaviours Businesses in the area choose to support one another(prenominal) wherever possible, be awaiting loyal to want standing relationships with customers and suppliers. This acts as a means of investing in, and sustenance the community structure.Market TrendsMarket trends can be categorized as fol slumps Foreign and Domestic tourist.Puerto Princesa City tour ist traffic grew by 21% with foreign and domestic visitors change magnitude at double digit level of 23% and 21%, respectively. The upgrading of Puerto Princesa airport paved the way to increase flight frequencies from Manila and other island destinations in Central Philippines. Likewise, the efforts of the City Government of Puerto Princesa to develop upstart tourist yields attracted to a greater extent visitors and enabled prolonged stays.By year 2010, total tourist traffic in the top destinations is forecast to grow by 15% as domestic travel movement continues to increase and international tourist markets recover from sparing slack.Market GrowthThe maturement rate of the target markets has been increasing over the past five years. The foreign tourist has grown at an honest of 12.81%, and the domestic tourist has grown at an average of 2.12%.Puerto Princesa City has 117,000 visitors annually. 41.78% are foreign and 35.4% are domestic. The tourist volume in 2009 is 54,754 an d in 2010 are 73,986. The overall emergence rate is 35.12% which is the highest among other tourist destination in Philippines.The CompanyThe Heavenly Resort, Puerto Princesa City, Palawan Philippines, is a Boutique Hotel and Restaurant. Offering 32 exclusive rooms with complementary breakfast,and offer an affordable signature cuisine local and continental.MissionThe Heavenly Resort is dedicated to providing its guests with the highest caliber of service and creates a memorable experience. We seek to deliver on our promise of value and quality above all else. We value our place in the community and volition educate to develop those relationships and to respect and protect our environment.We will continue to tense to create value for both owners and shareholders whilst honouring our brand values and encouraging our personnel department to develop themselves in an environment of trust, loyalty and encouragement. dish up OfferingService high-quality facilities accompanied by exe mplary individualised service, compared from competition in line with the overall brand strategy has proven to be a successful approach generating high levels of repeat business.PositioningThe Heavenly Resort is positioned as a unique boutique hotel, foreign and localtravellers strategically located and offer a high level of personalised service. Ourfocus is on whirl our guests value addedand differentiating ourselves in our levels of personalised service. We provide aquality hotel memorable experience where guests are valued, respected, delighted and their business is truly appreciated.SWOT abbreviationThe following analysis highlights the internal strengths and weaknesses of our organization and the opportunities and threats facing the company in our immaterial environment. We moldiness work to improve our areas of weakness. governanceal strengths must be leveraged in order to capitalize on external opportunities as they arise, and casualty plans formulated in order to dea l with threats presented by the environment. competencys dodging strong specialty strategy.Skills diverse range of service skills within management and provide. elbow room strong, participative culture.Staff specialized and experienced staff that is motivated and highly skilled. A well trained team who are proud of their hotel andrespect and sanction the brand values.Shared Values clear and well intercommunicated.Brand Strength brand values well represented engendering brand loyalty amongst active and new-made guests. composition a strong reputation within the local market and corporate and travel trade markets for reliability, exemplary service and quality.Weaknesses strategy differentiation strategy needs to be more clearly communicated externally, within local and national markets.Systems formal systems result from the detail oriented work and environment. Interdepartmental communications could be improved.Staff seasonal turnover requires on-going training and orientation of new staff.Facilities certain rooms require regaining and upgrade as regards technical equipment, such as high pelt along Inter net access and laptop links.OpportunitiesMarket high growth since a huge influx of tourist.Competitors no direct competition exists at present, in terms of the boutique business property niche.Suppliers strong, long-term relationshipsestablished with suppliers.invitee Dependency repeat corporate clients based on personalised service and quality, in a small but unique and innovative environment.ThreatsMarket Entry potential for a competitive, global brand to enter the market with a similar product.Substitutes fully furnished and serviced business apartments offering start periodical rates.Economy recovery from slight recession may orchestrate time.CompetitionAlthough no direct competition exists, in terms of the boutique-style property, other five star hotels and serviced apartments, chalets do compete for the same business sector.Growth and Share (Ad am please produce a graph for this)Competitor valueGrowth RateMarket ShareCasa Puerte (BB)$60 figment Hotel (3star)$ one hundred fiftyAsturias Hotel(4star)$200Heavenly Resort$75 middlingTotalCompetitive Analysis1234CompetitorLegendAsturiasCasa PuerteHeavenlyProduct and/or ServiceLegendAsturiasCasa PuerteHeavenly look6748Selection5756Price6666Other0000Location and physical AppearanceLegendAsturiasCasa PuerteHeavenlyTraffic4577Appearance4768 profile7679Convenience Factors7668Other0000Added Value FactorsLegendAsturiasCasa PuerteHeavenlyPre and Post sales Service3547Experience7869Expertise6758Reputation5968Image6948Stability6849Strategic each(prenominal)iances0000Other0000Other market ActivitiesLegendAsturiasCasa PuerteHeavenlyEstablished gross sales Channels0000 publicize0000Post-purchase Support0000Incentives0000Loyalty Components0000Other0000Total729070101Marketing PlanMarketing StrategyOur selling strategys intent is to communicate the unique set of services that we offer to discern hotel guests. We adjudicate to direct the focus of our guests to the issues of quality and value for themoney as oppose to simply the bottom line costs associated with their stay.Our marketing strategy will allow us to communicate our brand values, develop close working relationships with our customers and suppliers and to identify the needs of our guests in an effective manner. awaitd differentiation and growth are two goals we have set for ourselves. Growth will take place by targeting Foreign and local tourist.Value PropositionHeavenly Resort offers the best, most personalized service for the corporate traveller, foreign and local. We provide nice ambience facilities in very room. We allow creative objective in every room, such as a unique amenity according their culture and nationalities. particular IssuesWe have much strength including our differentiation strategy, and highly skilled and well trained staff. Our weaknesses involve the need to communicate our stra tegy more clearly in the external environment, our high staff turnover and training requirements due to seasonal fluctuations.Although there is a low to medium threat of a competitive brand entering the market, there are also opportunities as regards the high level of dependency of our guests for our situation service and our strong position within the community with both customers and suppliers.Critical issues for the Heavenly Resort includeContinuing to differentiate from our competition and offering added value to our guests.Retaining our current levels of repeat business and developing further customer loyalty in a competitive market.Nevertheless, smart boutique hotels must continue to adapt to the incessantly changing needs, tastes, preferences, and fashions in order to extend competitive in the flourishing boutique hotel market.Financial ObjectivesIncrease overall room revenue.Accomplish growth within the given budget.Increase corporate contracted rates to reflect the return of confidence in the tourist travel market.Keep payroll expensesdownand reduce the level of overtime within the workforce.Marketing ObjectivesTo continue to communicate our strategic objectives to our target markets effectively.To provide a positive hotel memorable experience to all our guests.To accomplish our growth targets within the given time and budget.Expand our markets and identify new markets for our product and services.MessagingIt is critical to the success of the Heavenly Resort to make sure that the hotel is kept up to the highest level in order to keep the high quality service that Heavenly Resort properties are known for. Our put across will reflect this high standard that we want to be associated with. We need to print brochures from the recycled material to retain our green environment in forward of our customersBrandingThe Heavenly Resort, Puerto Princesa City, Palawan Philippines, is first boutique hotel in Palawan.Heavenly Resort is boutique properties, offe ring 32 exclusive rooms.The Heavenly Resortproperty is convenient and easy access locations within the city. Also synonymous with the brand are the high level of personalised service guests receive, with its unique architecture and externalise of every rooms.Strategy PyramidsOur marketing strategy is to focus customers attention on the high quality of the services we offer. Within this strategy are three main points aimed at different market segments.We will provideThe better and affordable facilitiesPersonalized ServicesUnique and innovative AmenitiesMarketing MixPlace product and service informationare change to the guest via personal selling, direct marketing, advertisingand the Internet. Delivery channels include travel agents and internationalreservations systems.Product MarketingProduct green founding with high quality ambience facilities accompanied by exemplary personalised service, differentiated from competition quality with the overall brand strategy to be a successfu l approach generating high levels of repeat business.pricePricing strategy has been consistent with the differentiation objective, to provide added value for a middling rate as opposed to discounting and de valuing our products and services.Room rates quoted are net of tax and service, are per night, per room with local and continental breakfast includeSingle $65.00Double $75.00Family $75++ exalted $ 95.00 retinue $125 (maximum line 2 persons).PromotionPromotion primary focus will remain on mass communication via print ads in trade publications and on the Internet. Direct mail campaigns to existing and prospective clients will increase as a cost effective means of targeted campaigning.Personal selling in the local market will remain an important element of the strut in order to continue to build long-term relationships within the local region and generatehigh levels of corporate activity.Public relations activities will continue to play an important role in the marketing mix , presenting the hotel as a supportive member of the community andparticipating in noteworthy local events.AdvertisingDirect MarketingOur direct marketing will be handled by our PR agency. We will buy select targeted name of corporate companies and station them information around Heavenly Resort. We know that we are no experts in direct marketing so it will be important that our PR agency handles every aspect of direct marketing for us.Web Plan NeededNew home page visualise and navigationOnline reservationscapabilityPrintable brochureWebsite GoalsOur website needs to be able to do the followingConvey our messaging of high quality, unique and innovative accommodationsBe indexed on major travel websites so that people find usBe able to take reservations online and make changes to reservations onlineWebsite Marketing StrategyOur main website marketing strategy hinges upon making sure all major travel sites such as Expedia.com, Orbitz.com, and Hotels.com list our hotel when custom ers search for hotels in our area. study RequirementsTo attain the level of interactivity we want in our design, we need to increase the features allowed (security forreservations and credit-card processing, daily back-ups, and real-time database linking) and service-level of our hosting service. This will slightly increase our monthly hosting fee.ServiceOur hotel provides guests with an pick to the impersonal, boutique hotel properties in the city. Strategically located, our property enables our guests to be at the heart of the city and yet in an environment of calm, serene and professionalism. We seek to differentiate our product and services in the following areasPersonal recognition of our frequent travellers who return time and again.Unique rooms that offer a sense of relaxing and memorable experience.Staff that have a strong customer-service ethic. parking area Innovation amenities second to none in town.Sales PlanOur sales plan hinges upon our sales strategy, sales process a nd, prospecting plan. As long as we follow the plans laid below we should be in good shape.Sales StrategyRiverview Hotels sales strategy hinges upon repeat visits by key corporate accounts. We need to develop a relationship with the companies listed in our Sales Account Plan, as well as actively generate new accounts by soliciting first time corporate, foreign and local visitors.It will be important to remain competitive on price, as well as amenities. The corporate accounting department wants to make sure they limit the measuring of money spent per night per employee on a business trip, but the foreign/local traveller will be able to acquit preference. If the price is right, and the foreign/local traveller knows that they will have all amenities they need while at the Heavenly Resort, we will be assured of keeping and attracting key accounts.Sales ProcessWe will be sure to mail out corporate packets every 6 months to our key accounts, as well as any new accounts we acquire. The p ackets will have information about corporate pricing and discounts, as well as information about rooms and amenities for the companies to share with business travellers.The biggest turn of our sales process will depend on personal relationships. We will need to make every foreign/local traveller feel like we remember them and we know their likes and dislikes. We also need to cultivate good relationships with the person at the company who makes travel arrangements.Prospecting PlanWhenever a new customer stays at our boutique hotel we need to be able to determine whether it is for leisure or business. If it is for business we need to make sure to get the customers business name and address so that we can send a corporate packet to the company letting them know about corporate pricing and special business amenities.Management TeamControlsOur marketing plan is structured to enable us to achieve the strategic goals we have set forourselves, in terms of increasing overall revenue as a r esult of differentiating our products and services from the competition.Our marketing team will hold back that the plan is lend oneselfed to the best of their ability and with the highest levels of efficiency and accuracy.ImplementationAll figures will be monitored on an ongoing basis in relation to projections versus actuals, and the ongoing plan will be altered or manipulated as necessary in order to react to and, wherever possible, anticipate external changes to the environment.Annual results will be evaluated at the Region General Managers concourse where the structure of the plan for the approaching year will also be established.Keys to SuccessContinue to develop ongoing relationships with frequent and new guests.Continue to develop and implement a strong communications plan in both national and international markets.Leverage our strength in the local market as a member of the community by supporting local events.Identify new markets for our services such as University-based target groups.Continue ongoing staff training and skill development to hear the highest standards of service.Contingency PlanningContingency plans have been made for the following unexpected developmentsA slower recovery from the recession than public opinion this has beenreflected in themoderate increase inlevels of corporate business expected.The entry into the market of a competitively aligned hotel differentiation would continue to be the strategic approach with the development of added value and benefits to leverage long standing relationships and repeat business based on familiarity and personal attention to detail.Marketing OrganizationOur marketing director, April Huang, leads our PR and marketing team offour in all advertising, promotional and public relations related activities. April works closely with the members of the team, to implement and monitor the effectiveness of the marketing plan and evaluate results.Design and learning Plans (Grace)Risks Management(Grace) R isk reduction(grace) Exit strategy(Grace)Financials (Sample Only for Adam)Our annual marketing budget is $100,000. Sales are anticipated to achieve revenue of $1,172,925. Our marketing expenses will touch to approximately 8.5% of the overall revenue.Break-even Analysis frosty livesCost carry or Lease$0Professional Services$1,000Payroll$10,000 stakes Payments$2,000Utilities Telephone$5,000Non-discretionary marketing expenses$0Other$0Total Fixed cost$18,000Break-even AnalysisMonthly units Break-even145Monthly Revenue Break-even$19,929AssumptionsAverage Per-Unit Revenue$137.14Average Per-Unit Variable Cost$13.28Estimated Monthly Fixed Cost$18,000Sales ForecastRoom revenue for this year is based on an average growth rate of 10%. This is based on the snatch of pre-contracted corporate rooms, and an anticipated return to business levels projected.Sales ForecastFY 2006FY 2007FY 2008Unit Sales corporate Single1,9252,1182,118 bodily Double3,6654,0324,032 integrated specious2,6952,9652, 965Corporate Suite268294294Total Unit Sales8,5539,4099,408Unit PricesFY 2006FY 2007FY 2008Corporate Single$95.00$95.00$99.00Corporate Double$125.00$125.00$135.00Corporate Deluxe$175.00$175.00$195.00Corporate Suite$225.00$225.00$240.00SalesCorporate Single$182,875$201,210$209,633Corporate Double$458,125$504,000$544,253Corporate Deluxe$471,625$518,875$578,175Corporate Suite$60,300$66,150$70,560Total Sales$1,172,925$1,290,235$1,402,620Direct Unit CostsFY 2006FY 2007FY 2008Corporate Single$7.86$11.00$11.00Corporate Double$13.92$13.50$13.50Corporate Deluxe$17.50$18.50$18.50Corporate Suite$0.84$0.00$0.00Direct Cost of SalesCorporate Single$15,138$23,298$23,293Corporate Double$51,033$54,432$54,425Corporate Deluxe$47,163$54,853$54,853Corporate Suite$225$0$0Subtotal Direct Cost of Sales$113,558$132,583$132,570Expense ForecastMarketing expenses are projected to be approximately 8.5% of overall annual revenue. The breakdown ofexpenditures is as followsMarketing Expense BudgetFY 2006FY 2007FY 2 008Print Advertising$10,600$11,600$12,826Internet Advertising$21,000$23,100$25,410Public Relations$6,000$6,600$7,260Other$21,000$23,100$25,410Total Sales and Marketing Expenses$58,600$64,400$70,906 per centum of Sales5.00%