Heavenly Resort Business Plan

Heavenly Resort Business PlanThe Heavenly Resort, Puerto Princesa Palawan Philippines is a dress shop hotel within Palawan Island. Heavenly Resort is boutique hotel whirl32 scoop rooms.The Heavenly Resortproperty is convenient and st directgic location within the city. Also with the high take of personal servicing guests receive, create a memor equal to(p) experience and the extensive range of comprehensive commercial enterprise facilitiesavailable inunique settings.The Heavenly Resort has 32 exclusive rooms with a pool on the roof top and is targeting corporal guests with a two to three night stay requirement.Foreign retiree guest with a three to six months stay, remote and local tourist with a one to two weeks stay requirement and family, scuba divers, backpackers, trekkers, bird watchers, spelunkers, explorers and even honeymooners.Differentiating the type of business service offered, and sustainable green innovation from that of the competition, will assist not only in bu ilding the Heavenly Resort brand as a whole, but will attract usual tourist hold uplers, who require a higher levelof personal service and recognition than they can receive at militant boutique hotel in Palawan. This will provide the Heavenly Resort with an opportunity to leverage its core competencies as regards servicing the tourist traveller in a unique and sophisticated environment.Description of the business conceptThe first Exclusive Business Boutique Hotel/Resort with restaurant is wholly managed with louver teams. The teamspecializes in occupying strategic, inner city locations and serving primarily incorporate clients, distant and local tourist. commercialise NeedsPalawan Island is one of biggest city in Philippines and the famous holiday destinations for impertinent and local. Due to the influx of tourist in the argona, there is lack of accommodation with little competition for a boutique hotel.The Heavenly Resort offers value and benefits to our clients, all(prenom inal)where and above the standard of our facilities and low-cost rates. We seek to provide our guests with an model(prenominal)personal service, and level of recognition that they throw away come to rely upon. We provide our guest with a relaxed environment which they cannot find at larger, more impersonal competitors.Our guests pauperisation to cognize that they can discipline a traffichip with the hotel that will en incontestable efficiency, value for their cash and reliability in supplying them with the support they expect, when they penuryed it. The Heavenly Resort operates in a city with a very strong sense of community, and we necessity to stay an integral part of that community.The Target food marketThe 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 reveal clients are originating from both inter internal and domestic trades from Scuba divers, ba ckpackers, trekkers, bird watchers, spelunkers, explorersand yes, even honeymooners. The strategic location of the property is the key to its triumph in these field of forces due to the proximity of the nearby white sand beaches and resorts where guests can take a plunge or bathe in the sun and ravishing scenery.Key to our business success is the level of customer homage and repeatbusiness. 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 feel that they can conduct their business from within a less austere atmosphere than can be experienced in our competitive properties, where there is less personal recognition. They appreciate being called by name when they arrive, and having staff remember their specific requirements, time and again. This is the key in developing the relationship beyond an initial stay and evidences our added value in relation to competitive properties in the vicinity.The Competitive Advantages (Innovativeness)(Arvind)The Team (April Chris)Market interrogation and AnalysisMarket AnalysisTable 1 Tourist Volume in Major Destinations, January-May 2010/2009Destinations20102009Growth rankMetro Manila848,518724,57217.11%Cebu734,531703,9654.34%Boracay Island378,694337,66412.15%Camarines Sur*348,139344,4591.07%Baguio city318,677373,820-14.75%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% follow3,653,7063,467,5915.37%* January-March data only. No data provided for April and MaySource of Data DOT Regional Offices/Local Tourism Offices/ try-on Establishment.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 co mmunity in Palawan are migrants from some other regions in the Philippines and Foreigners who create business activities.Market Psychographics There is a strong small business ethic in the community, and many family-run enterprises pay been lucky for generations. There is also a strong sense of community and a high level of awareness as regards to caring for the environment.Market Behaviours Businesses in the area choose to support one another wherever possible, be lodgeing loyal to long standing relationships with customers and suppliers. This acts as a means of investing in, and supporting the community structure.Market TrendsMarket trends can be categorized as look ons Foreign and Domestic tourist.Puerto Princesa City tourist traffic grew by 21% with foreign and domestic visitors increasing 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 Cen tral Philippines. Likewise, the efforts of the City Government of Puerto Princesa to develop newly tourist products attracted more 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 anticipates to increase and international tourist markets recover from economic slack.Market GrowthThe growth rate of the target markets has been increasing over the past five years. The foreign tourist has grown at an average of 12.81%, and the domestic tourist has grown at an average of 2.12%.Puerto Princesa City has 117,000 visitors one-yearly. 41.78% are foreign and 35.4% are domestic. The tourist volume in 2009 is 54,754 and in 2010 are 73,986. The overall growth 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 complementa ry breakfast,and offer an affordable signature cuisine local and continental.MissionThe Heavenly Resort is dedicated to providing its guests with the highest quality of service and creates a memorable experience. We seek to deliver on our call off of value and quality above all else. We value our place in the community and will work to develop those relationships and to respect and protect our environment.We will continue to strive to create value for both owners and shareholders whilst honouring our brand values and encouraging our personnel to develop themselves in an environment of trust, loyalty and encouragement. religious service OfferingService high-quality facilities accompanied by exemplary personalised service, differentiated from competition in line with the overall brand strategy has proven to be a fortunate approach generating high levels of repeat business.PositioningThe Heavenly Resort is positioned as a unique boutique hotel, foreign and localtravellers strategicall y located and offering a high level of personalised service. Ourfocus is on offering our guests value addedand differentiating ourselves in our levels of personalised service. We provide aquality hotel memorable experience where guests are valued, respected, smiling and their business is truly appreciated.SWOT SummaryThe following analysis highlights the internal attitudes and weaknesses of our organization and the opportunities and threats facing the company in our international environment. We must work to advance our areas of weakness.Organizational strengths must be leveraged in order to capitalize on external opportunities as they arise, and contingency thinks formulated in order to deal with threats presented by the environment. efficacysStrategy strong differentiation strategy.Skills diverse range of service skills within management and staff.Style strong, participative culture.Staff specialized and experienced staff that is motivated and highly skilled. A well trained t eam who are proud of their hotel andrespect and promote the brand values.Shared Values clear and well bringd.Brand Strength brand values well represented engendering brand loyalty amongst vivacious and new guests.Reputation a strong reputation within the local market and corporate and travel trade markets for reliability, exemplary service and quality.WeaknessesStrategy 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 current training and orientation of new staff.Facilities certain rooms require renovation and upgrade as regards technical equipment, such as high speed Internet 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, semipermanent relationshipsestablished with suppliers.Guest Dependency repeat corporate clients found 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 trim daily rates.Economy recovery from slight recession may take 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 (Adam please produce a graph for this)CompetitorPriceGrowth RateMarket ShareCasa Puerte (BB)$60Legend Hotel (3star)$150Asturias Hotel(4star)$200Heavenly Resort$75AverageTotalCompetitive Analysis1234CompetitorLegendAsturiasCasa PuerteHeavenlyProduct and/or ServiceLegendAsturiasCasa PuerteHeavenlyQuality6748Selection5756Price6666Other0000Lo cation and Physical AppearanceLegendAsturiasCasa PuerteHeavenlyTraffic4577Appearance4768Visibility7679Convenience Factors7668Other0000Added Value FactorsLegendAsturiasCasa PuerteHeavenlyPre and Post Sales Service3547Experience7869Expertise6758Reputation5968Image6948Stability6849Strategic Alliances0000Other0000Other Marketing ActivitiesLegendAsturiasCasa PuerteHeavenlyEstablished Sales Channels0000Advertising0000Post-purchase Support0000Incentives0000Loyalty Components0000Other0000Total729070101Marketing PlanMarketing StrategyOur market strategys objective is to communicate the unique set of serve that we offer to discern hotel guests. We attempt to direct the focus of our guests to the issues of quality and value for themoney as irrelevant 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 secernate the needs of our guests in a n effective manner. Continued 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 good ambience facilities in very room. We include creative design in every room, such as a unique amenity according their culture and nationalities. life-sustaining IssuesWe have much strength including our differentiation strategy, and highly skilled and well trained staff. Our weaknesses involve the need to communicate our strategy 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 submission the market, there are also opportunities as regards the high level of dependency of our guests for our particular service and our strong position within the community wi th 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 remain competitive in the flourishing boutique hotel market.Financial ObjectivesIncrease overall room revenue.Accomplish growth within the given budget.Increase corporate contracted rates to invent 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 spot 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 time lag the high quality service that Heavenly Resort properties are known for. Our messaging 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 front of our customersBrandingThe Heavenly Resort, Puerto Princesa City, Palawan Philippines, is first boutique hotel in Palawan.Heavenly Resort is boutique properties, offering 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 design of every rooms.Strategy PyramidsOur marketing strategy is to focus customers attention on the high quality of the services we offer. Wi thin this strategy are three main points aimed at different market segments.We will provideThe Best and affordable facilitiesPersonalized Services odd and innovative AmenitiesMarketing MixPlace product and service informationare sold to the guest via personal selling, direct marketing, advertisingand the Internet. sales pitch channels include travel agents and internationalreservations systems.Product MarketingProduct green innovation with high quality ambience facilities accompanied by exemplary personalised service, differentiated from competition quality with the overall brand strategy to be a successful approach generating high levels of repeat business. setPricing strategy has been consistent with the differentiation objective, to provide added value for a reasonable rate as opposed to discounting and de valuing our products and services.Room rates quoted are net of taxation and service, are per night, per room with local and continental breakfast included angiotensin-convert ing enzyme $65.00 double over $75.00Family $75++Deluxe $ 95.00 cortege $125 (maximum occupancy 2 persons). progressPromotion 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 grievous element of the mix in order to continue to build long-term relationships within the local region and generatehigh levels of corporate activity. customary 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 significant local events.AdvertisingDirect MarketingOur direct marketing will be handled by our PR agency. We will buy select targeted joust of corporate companies and send them information some Heavenly Resort. We know that we are no experts in direct marke ting so it will be important that our PR agency handles every aspect of direct marketing for us.Web Plan NeededNew home page design and navigationOnline reservations contentPrintable brochureWebsite GoalsOur website needs to be able to do the followingConvey our messaging of high quality, unique and innovative accommodationsBe indexed on major(ip) 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 qualification sure all major travel sites such as Expedia.com, Orbitz.com, and Hotels.com list our hotel when customers search for hotels in our area.Development 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 alternative 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.Green purpose amenities second to none in town.Sales PlanOur sales programme hinges upon our sales strategy, sales process and, 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 fir st 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 amount of money spent per night per employee on a business trip, but the foreign/local traveller will be able to express 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 packets 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 piece 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 the ir 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 result of differentiating our products and services from the competition.Our marketing team will ensure that the plan is implemented 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 p lan 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 meeting 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 ensure the highest standards of service.Contingency PlanningContingency plans have been made for the following unforeseen 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 Development Plans (Grace)Risks Management(Grace) Risk 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 equate to approximately 8.5% of the overall revenue.Break-even AnalysisFixed be costRent or Lease$0Professional Services$1,000Payroll$10,000Interes t Payments$2,000Utilities Telephone$5,000Non-discretionary marketing expenses$0Other$0Total Fixed Costs$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 number of pre-contracted corporate rooms, and an anticipated return to business levels projected.Sales ForecastFY 2006FY 2007FY 2008Unit SalesCorporate Single1,9252,1182,118Corporate Double3,6654,0324,032Corporate Deluxe2,6952,9652,965Corporate retinue268294294Total 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$57 8,175Corporate 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 2008Print 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%