Marketing dịch vụ khách sạn Mường Thanh, bài bao gồm phân tích 6 khoảng trống trong chất lượng của dịch vụ khách sạn Mường Thanh ( 6 gaps), phân tích đối thủ cạnh tranh và thị trường. Đồng thời đưa ra các kế hoạch Marketing Mix trong ngành dịch vụ, timetable và kinh phí.
Ho Chi Minh Open University JUNIOR GENERATIONS Ho Chi Minh City – 2021 MUONG THANH MARKETING SERVICE MIDTERM GROUP EXERCISES Major : Business Administration MEMBER: • • • • • TRAN NHUT THANH THIEN NGUYEN CONG HIEU NGUYEN HOANG MINH PHAM THI TO UYEN TRAN THI ANH TUYET Class : Q9D2 Lecturer: Nguyễn Trần Cẩm Linh Assignment Of Duties I Executive Summary Muong Thanh is the largest hotel group in Vietnam, Muong Thanh has been operating in the hotel industry since 1997, more than 24 years Muong Thanh Group is one of the prominent and pioneering groups in the field of accommodation services During its operation, Muong Thanh has contributed to improving the Vietnamese economy as well as making great contributions to building the face of the accommodation service industry In particular, Muong Thanh Da Nang is the first 5-star hotel of Muong Thanh Group established in 2017, is one of the outstanding hotels and is the accommodation choice of many tourists when visiting Da Nang The business market of the hotel industry and accommodation services in Da Nang is growing strongly and has many prospects That also means that in Da Nang there are more and more strong competitors compared to Muong Thanh such as Intercontinetal Da Nang, A Larcate Da Nang or Herriott Hotel So in the process of operation, it is noticed that the service quality of Muong Thanh Hotel currently declining and less capable than competitors, we recommend a Marketing plan to improve the service quality of Muong Thanh Luxury Hotel Da Nang Marketing Plan provides analysis and reasoning, as well as solutions to problems such as hotel service quality, hotel service gaps, Marketing Mix 7Ps plans to help hotels improve and promote Service that we will upgrade The plan also includes a notice of the cost and time to implement the specific plan The plan will be implemented from October 2021 and will last until May 2022 Based on the marketing plan and strategy that we propose, we believe that the service quality of Muong Thanh Luuxry Hotel will improved in the most effective way to enhance competitiveness with competitors in the same area, improve brand awareness and attract more customers interested in using services at Muong Thanh Luxury Hotel Da Nang Contents I Executive Summary II Background and Vision: III Industry Research General Market Information Competitors IV Service Quality Analysis 13 Tangibles: 13 Reliability: 16 Responsiveness: 16 Assurance: 17 Empathy: 17 V Service Quality Gap Analysis 18 Gap (Knowledge Gap) 18 Gap (Policy Gap): 18 Gap (Delivery Gap): 19 Gap (Communication Gap): 19 Gap (Perception Gap): 19 Gap (Service Gap) : 20 VI Gap Solution (Gap Solution): 20 Gap (Delivery Gap): 20 Gap (Perception Gap): 21 Gap ( Service Gap ): 22 VII Marketing Mix ( 7Ps) 22 Product: 22 Price: 24 Place: 26 Physical Evidence : 26 People: 28 Process: 31 Promotion: 33 ❖ Big Idea 33 ❖ PR 37 ❖ Action Plan and Budget 41 II Background and Vision: Muong Thanh Luxury Da Nang 5-star standard hotel was opened and put into operation to serve customers from May 15, 2017 The hotel was build with the desire to catch up with the general trend of the country Moreover, Vietnam's tourism industry has also transformed to catch up and harmonize with the development atmosphere with international trends The hotel belongs to Muong Thanh hotel group, recognized as "Vietnam's Largest Private Hotel Chain" This is the first 5-star hotel of Muong Thanh during its operation in the field of accommodation services At the same time, Muong Thanh Luxury Hotel is the second hotel of Muong Thanh Group in Da Nang city and is part of a chain of 53 hotels and hotel projects currently present throughout Vietnam Representative of the investor is Mr Le Thanh Than, the initial investment capital for the hotel was nearly 500 billion VND The hotel is built in a prime location, close to My Khe beach, on the right is Ngu Hanh mountain, on the left is Son Tra peninsula The familiar landmarks of the Marble Mountains such as Thuy Son, Hoa Son, Tho Son, Moc Son, Kim Son have been used by the hotel to name special areas inside the restaurant such as the bar, the campus with the desire to promote and preserve the cultural and geographical characteristics of the Da Nang area Muong Thanh Luxury is a 5- star luxury hotel erected in the central position of major metropolises across the country and notorious sightseer areas of Vietnam With longterm experience in hotel and human services, Muong Thanh is performing quite well its role and position in the accommodation service industry in Vietnam The mission of Muong Thanh Hotel Group is to promote and provide leading accommodation services and hotel products associated with the cultural values of the Vietnamese ethnic groups,spreading on-cultural andnon-cultural values as well as the good rates of the Vietnamese nation Muong Thanh Hotel believes that any customer who sets foot in all parts of Vietnam, they deserve to experience, admire, and receive warm love from all Vietnamese people Sustainable development orientation will be the right goal for all business activities Therefore, Muong Thanh Hotel Group is always firmly convinced and consistent with the business philosophy associated with the mission of preserving and developing the culture and core values of Vietnam, along with implementing the development and promote programs of activities to preserve and introduce the unique beauties of the Vietnamese nation Contributing to the development of local economies through investment in regions with developing economies, reducing unemployment, training large human resources for the tourism sector Moreover, many more activities are organized for the community and other living environment Muong Thanh Hotel Group hopes to grow stronger and become one of the leading enterprises in Vietnam, thereby creating a solid foundation for employees, customers and contributing to the strong development of the economy country in the future III Industry Research General Market Information According to statistics in 2011, it is estimated that the whole city of Da Nang has about 260 accommodation establishments with the number of 8,736 rooms By 2017, accommodation facilities had been increased to 693 accommodation establishments with 28,780 rooms In 2019, according to a report by the Danang Department of Tourism, the total number of accommodation establishments as of June 2019 has increased to 820 accommodation establishments with 37,432 rooms Has increased by 100 establishments with 5,901 rooms compared to June 2018 And it is estimated that from 2020 - 2021 will grow strongly compared to the past years, with an average annual estimate of about 86 hotels appear with 6,000 rooms Along with the rapid development of tourist accommodation establishments, Da Nang also becomes one of the potential tourist destinations full of development Thereby, Muong Thanh Luxury Da Nang hotel needs to capture the travel needs of domestic and foreign customers Improve the quality in the hotel management process, monitor and apply new market trends, improve the quality of customer care services, understand and meet the needs of customers in and around the world foreign Da Nang city is one of the famous tourist destinations in Vietnam Tourists to Da Nang continuously increase and especially international tourists In 2017, Da Nang welcomed international tourists with the number of 2,030,000 tourists, helping the total number of domestic and foreign tourists to increase compared to 2016 by 69.39% In 2018, the international tourist market to Da Nang continued to increase by 23.3% compared to 2017 with 2,807,700 million arrivals, increasing the total number of domestic and foreign tourists to 38.31% tourists compared to 2017 In 2019, the number of international tourists increased by 3,190,000, increasing the number of domestic and foreign tourists to 13.6% compared to 2018 Lượt khách quốc tế 2016 1.198.393 2017 2.030.000 2018 2.807.700 2019 3.190.000 Tăng theo năm (%) 22,97 69,39 38,81 13,62 Based on statistics from the Danang Department of Tourism, the total number of tourists from domestic and foreign customers in June 2020 is estimated at 454,764 arrivals and has decreased by 48.8% compared to June 2019 However, the number of tourists in June 2020 has increased by 85% compared to May 2020 In 2021, it is estimated that in 11 months of the year, the number of tourists coming to accommodation establishments will reach about 1.12 million visitors In which, international tourists accounted for about 96,300 arrivals and domestic tourists accounted for nearly 1.03 million arrivals Da Nang stands out with its idyllic, simple, yet rustic features, but the beauty of Da Nang makes anyone who sees it flutter Da Nang is an ideal place for travel with a convenient location In addition, Da Nang is also an ideal location with a city with rivers, mountains and sea, along with harmonious and pleasant weather Food with an extensive menu is also an important part to add beauty to the culture of Da Nang It will make domestic and foreign diners feel excited and impressed Architectural works and monuments imbued with Vietnamese cultural identity are also highlights of the cultural beauty of Da Nang Famous pagodas in Da Nang: Linh Ung Bai But pagoda, Tam Thai pagoda, Linh Ung Ba Na, The people of Da Nang are associated with a spontaneous, idyllic, friendly and hospitable image The simplicity from the gestures and actions of the people to make domestic and foreign tourists feel loved Da Nang is a safe tourist destination, with high security Da Nang City has implemented and applied the "City of Security" Da Nang is proud to be a rich, beautiful, secure and civilized city, always raising the awareness of fighting strongly on crime prevention and repelling, always ensuring security and order, and ensuring traffic safety , food hygiene and safety, improving the quality of social security Domestic and foreign tourists can rest assured when coming to Da Nang to enjoy the trip Competitors HOTEL HERRIOTT & SUITE HOTEL Herriott & Suite Hotel is a 3-star resort hotel located in Son Tra in Da Nang city With a convenient geographical location about 1.5 km from Song Han Bridge, 1.5 km from Indochina Riverside Mall and 800m from My Khe beach, it will be an ideal place for tourists to experience the beautiful scenery pretty The hotel is located near Vicom shopping center and Da Nang night market, making it easy for tourists to shop Herriott Hotel has an ivory white design as the main color tone, Herriott wants visitors to experience a living space that is a bit classic, luxurious, and brings a comfortable and cozy feeling The hotel has designed transparent glass doors so that customers can see the beautiful scenery of the city, the blue beaches, thereby creating a relaxing and comfortable space The hotel's rooms are fully equipped with modern facilities to help customers feel comfortable The hotel provides services such as free Wifi, in-room dining, 24-hour security, daily housekeeping, shuttle service, swimming pool, bar The hotel wants to let customers feel the care attentive, caring, enthusiastic and brings the feeling of home Front desk service is available 24 hours Reception staff can speak English and Vietnamese, always willing to provide information and support customers with the information that customers need The hotel's staffs are friendly, dynamic, enthusiastic, working professionally, fully and promptly meeting the needs of customers Advantages: The geographical location is convenient for traveling and exploring The room price is cheap but the quality is good compared to the common ground The hotel also provides facilities for people with disabilities or poor health Disadvantages : The cleaning service is not clean Meanwhile, the laundry service is not working well Some staff also have a lack of interest in customers The menu is not rich Rooms are not soundproof leading to disturbing customers A Lacarte Hotel Da Nang ( Main Opponent) A Larcate Hotel is a 4-star hotel, A Lacarte Danang hotel is highly appreciated by customers and reviewers for its view, luxurious rooms, convenient geographical location, and enthusiastic staff The hotel, located near Pham Van Dong beach and My Khe beach, is an ideal place for tourists who want to enjoy the beauty of the sea In 2013, A Lacarte Hotel officially opened to welcome and serve tourists A Larcate Danang Hotel was built with 24 floors, including 202 rooms, restaurants, The training and staff management department will open more training sessions on behavioral and professional skills for employees At the same time, it is necessary to have conversations between employees and managers to understand each other better, share experiences and shorten the gap Cleaning staff need to have more incentives for them, motivate them to well in cleaning rooms, corridors, and elevators regularly to improve the hotel's image Moreover, in order to make the kitchen of the restaurant more perfect, it is necessary to encourage the creative exploration of good chefs, recruit more skilled artisans and experts in the field of food and beverage Encourage and reward every month employees who have good attitudes, are praised and satisfied by customers, motivate them, and unrewarded employees will also strive for high productivity At the same time, issue specific disciplinary contents for individuals who are reported by customers, but only discipline in silence, not openly, so that employees can correct themselves, avoiding the case where employees are criticized for pressure Understand customers Hotels need to learn more about the cultural behavior of countries, learn about habits, psychology, preferences and taboos for domestic and foreign customers - maybe through the press, the internet Thereby communicating and re-training for employees, creating understanding between target customers and employees, and customers will also feel closer because of the behavioral culture, Organize surveys and find out the favorite dishes that customers love and want to enjoy during their travel in Da Nang city to understand more customers' habits and preferences, thereby converting to The hotel's dishes are suitable and meet the needs of customers Process: The processes according to the 5-star standard of Muong Thanh have been closely implemented, but there are still gaps in some processes, and it is these things that make customers unhappy After reviewing the overview and reviewing the customer's feedback, we have additional notes to improve these processes, creating a good customer experience: Recruitment process: Step 1: Apply Step 2: Receipt and screening of applications Step 3: Interview Step 4: The author agrees and invites the secretary Step 5: Complete the profile after being recruited In the professional interview (step 3), the interviewers, in addition to asking questions, must pay close attention to the attitude, behavior and tone of the interviewer Because there are cases where candidates only have professional knowledge, but their attitudes and ways of working are very superficial and unprofessional, so it is necessary to observe clearly from the beginning, avoid hiring people who are difficult to train or attitude is not suitable for star hotel environment Adding step is the Review step after a 1-month probationary period to monitor the performance, as well as the attitude of the successful candidate This is the final screening step to see if the candidate is really effective or not Hotel reception and check-in procedures Step Greet the customer from the gate, refer to the customer's request Step Identify the type of customer Step Request guests to present documents related to check-in procedures: Passport/ID card (required) or other identification documents Customers will receive documents back when checking out and paying for the room Step Invite customers to wait for tea during the check-in process Step Notify relevant departments to prepare rooms and welcome guests Step Enter customer information into the system Step Confirm the information with the customer Step Announce and introduce the hotel's services: Dining, shuttle bus, spa, promotions that the hotel is applying for Step Ask the customer to fill in the information and sign the confirmation slip Step 10 Take the guest up to the room, complete the profile and update the information During the check-in process, in addition to a welcoming attitude, a neat manner and when customers arrive, the front desk staff must be flexible in understanding customers, making suitable suggestions for customers One important thing, in order for customers not to feel uncomfortable when having to pay extra late check-out costs, the staff must verify the guest's check-out time and if the guest check-out late, notify the guest to avoid causing inconvenience trouble or trouble for customers in the future So will add this to the check-in process, right after step During the reception process, in step 1, you must note the step of helping to transport the suitcase and observe if the customer needs any more help This will be an important point because winning the sympathy of guests as soon as they arrive at the hotel, they will see the dedication and focus in the customer experience This is also an advantage to compete with peers In the process of seeing off guests, it is also necessary to carry suitcases for guests and thank them with a grateful attitude, thank them for coming to experience the service at the hotel, and let customers remember the hotel even when they return home Promotion: ❖ Big Idea “Precious Moment” “Cultivating love - Filling with happiness” The covid 19 pandemic has caused so much loss to the world in general and every family in our small society in particular, never before have we witnessed so many losses in all aspects as in the last year There are families who have to suffer the loss of parents, children, wives, husbands, mothers, grandparents The loss and grief covered the entire society The Covid 19 Pandemic has caused each of us to slow down and think more about what is most precious in our lives Finally, it is surprising when we suddenly realize that family is what is most important to us, work and social relationships have inadvertently taken us too far away from our family Looking back, time has taken away so much Understanding those precious things, Muong Thanh Luxury Hotel offers customers a place to "cultivate love, fill family happiness" Muong Thanh Luxury Hotel Danang will be a perfect home to help customers and their families have the happiest and most comfortable times with the services that Muong Thanh has improved and provided, especially the Butler service package that takes care of children and the elderly, helps customers comfortably enjoy every moment, without having to worry about difficulties and obstacles in terms of family health Taking advantage of the attention from the public and international media for Miss Grand International 2021, Muong Thanh will combine with the new Miss Grand Nguyen Thuc Thuy Tien to promote the new image and quality of services that brand have improved brand through music video and Billboard in Da Nang OTA Adding new utilities to the information of Muong Thanh Luxury Hotel Da Nang on OTA (Online Travel Agent) pages Cooperate to promote GDN banner with OTA sites about the new campaign Instagram Because Instagram is currently one of the most used social networking sites by young people, especially those who love travel and take photos (who often use services at hotels), it is advisable to strengthen Update the beautiful image of the hotel regularly, advertise on Instagram through the form of single Picture Ads, Video Ads, Story Ads Billboard Traditional advertising is somehow still easy to enter the minds of customers, despite modern technology, but Billboard still exists and proves its influence Billboard ads are always active every day That helps the image and communication message of the business to easily reach the vision of the participants on the road, thereby helping the brand accidentally but intentionally create good impressions deeply imprinted in the mind their mind, strongly influence the Brand Awareness and Brand Recall process Therefore, the outdoor Billboard advertising campaign will be a part of this campaign of Muong Thanh Billboards are designed as follows: • Billboard introduces the 24-hour butler service: Billboard in the form of a large building wall in the city center, attracting attention because of the superiority of the hotel's services • Billboard introduces the image of Muong Thanh facilities after renovation: Using Billboard Vinyl located in the suburbs of Da Nang Because this is a large area, tourists come in and out often Attracting attention from tourists during the period of moving to the inner city of Da Nang • Billboard introduces the PRECIOUS MOMENT: Billboard campaign in the form of electronic billboards placed in downtown areas such as Saigon, Danang, and the airport Because this is a key image closely related to the war Precious Moment translation, at the same time the image of the new Miss will win the sympathy and attention of guests at the airport Music Video Following the previous successful MV "Love Journey" of Muong Thanh Hotel The message this time in the campaign Muong Thanh Luxury Da Nang wants to send to potential customers is family warmth Therefore, the content of the MV is the experiences of Miss Thuy Tien and her family after being crowned with the voice of singer Thuy Chi The little girl representing a country went to a competition in the international beauty arena and won glory for her country, becoming a great achievement and being praised by everyone, but when she returned home, she still be a little daughter of her mother, she also needs the love and warmth of her family after a long tiring journey Muong Thanh is pleased to be a place to "cultivate love and fill with happiness" with Thuy Tien's family and Thuy Chi singer At the same time, the MV also conveys to customers images of the improved service of Muong Thanh Luxury Da Nang, attracting customers to experience The MV will be shown at the airport led board, advertised on Youtube Figure : MV Ads Figure 9: Thumbnails ❖ PR Introducing new services that the hotel has improved by cooperating with famous KOLs such as Youtuber Khoai Lang Thang, Quang Vinh KOL will experience and record an experience vlog at the hotel to indirectly introduce to viewers the improved and new services that the hotel provides Influencer Youtuber, Singer, Vlogger - Khoai Lang Thang : Khoai Lang Thang is the owner of the Vlog Khoai Lang Thang - Food and Travel, he is a contributor and supporter to more than 30 primary schools in disadvantaged areas across the country Khoai Lang Thang is one of the most famous Vloggers in Vietnam about travel and food, he is widely known for his friendly, approachable, spontaneous image and has a great influence on passionate tourism and Vietnamese cuisine We believe that with the influence and love of the audience for this vlogger, Muong Thanh Luxury Hotel Da Nang will be able to capture the love and interest of tourists for the services that i have improved Singer, Youtuber, Blogger - Quang Vinh : Quang Vinh is known as a Vietnamese singer However, in recent times, his personal page has become a prestigious reference page that travel enthusiasts cannot ignore Sometimes his photo frames are very simple but still very attractive and give a travel touch to everyone Not only is he a famous singer, Quang Vinh is also known as the Prince of Tourism, showing his influence on the Vietnamese tourism community and their excitement for each of Quang Vinh's trips In terms of Target Customer The style and audience of Quang Vinh's channel are completely consistent with the target customer of Muong Thanh Luxury Hotel, which is the customer who likes to enjoy, enjoy life, like luxurious and classy places Therefore, combining with Quang Vinh PR for Muong Thanh Hotel is an option that we believe is completely appropriate and correct, although the cost can be quite high Magazines : Collaborate with international magazines to write articles introducing new services and improvements in services of Muong Thanh to foreign guests such as National Georaphic, Wanderlust In addition, you can register to advertise magazines on flights of Vietnam Airlines through Heritage National Geographics : National Geographic Traveler Magazine is the leading prestigious travel and geography magazine in Southeast Asia and one of the top prestigious worldwide The content of this leading prestigious magazine site covers particularly interesting national and international destinations Introducing locations around the world, from the beaches of Costa Rica, the food streets of Italy to the pyramids in Egypt National Graphic also provides information on special hotels around the world, helping readers understand the latest travel trends National Geographic Traveler is the leading magazine for travel enthusiasts Wanderlust : Wanderlust is a magazine about travel, culture and traditions of countries around the world Wanderlust in Vietnam currently has English-Vietnamese bilingual publications Suitable for a wide range of readers Every year, Wanderlust compiles the best places for: Tourist attractions, interesting special tours, hot destinations and new routes At the same time, Wonderlust magazine also provides information about resorts, spas, resorts, hotels that visitors cannot ignore when experiencing in different countries Heritage Heritage is the magazine of Vietnam Airlines In addition, the airline also has other magazines such as Heritage, Heritage Korea and Heritage to serve tourists traveling on flights from Vietnam to these countries This is the only magazine listed on all seats of Vietnam Airlines Heritage Magazine introduces tourist attractions, hotels, landscapes, Vietnamese cuisine to passengers on flights of Vietnam Airlines The magazine will play an important role in promoting and introducing the image and improved services of Muong Thanh Luxury Hotel to target customers ❖ Action Plan and Budget Strategic Plan to improve service quality: The campaign is divided into phases, starting from November 2021 to May 2022 Phase (November, December, January) is the initiation phase This stage is mainly about campaign ideas, cost estimates, finding contractors to design and build Billboards, find MV filming crews and create ideas for MVs Phase (February) is the release of the MV “Precious Moment”, the content on Instagram will also be related to this campaign This is the phase of approaching and creating value for Muong Thanh in the minds of customers, we chose the topic of family because this topic is easy to create sympathy and understanding for customers At this stage, we reach customers via Instagram with content that creates value, shares helpful tips for the family At the same time, Youtube Ads will show 30s shortcut MV "Precious Moment" to bring Muong Thanh closer to customers, and will create family combo offers to promote family experiences during Tet Promoting the MV image at the airport led board attracts the attention of foreign guests Phase (March, April, May) is the final stage of the campaign This is the stage of implementing small campaigns, the Better Room Better Experience campaign and the Butler Service campaign In March, the first two weeks still responded to the Precious Moment campaign to promote families who have not yet experienced it The next two weeks of March is the time to promote the Better Room Better Experience campaign, reaching back to customers who have experienced the service at Muong Thanh, but are not completely satisfied This campaign further improves the image of Muong Thanh in the eyes of customers In April, Instagram content will be related to the changes of Muong Thanh for the better, share the feedback of customers who have experienced to increase customer trust, collaborate with international magazines to increase customer loyalty reputation of Muong Thanh in the eyes of international guests Bringing incentive campaigns to motivate customers to experience again to feel the difference, and collab Influencer, young influencers to promote young people's curiosity to try In May, will still belong to advertising platforms such as Instagram, GDN, Youtube Ads, international magazine collabs and community influencers But in May, Butler Service is prioritized for a campaign to show Muong Thanh's dedication to customers Besides, still sharing content related to customer experience, another view of Muong Thanh to create force for customers who have not experienced Strategic Budget of service quality improvement: The total cost of the Quality of Service campaign is 5,380,000,000 The biggest part of this campaign is the design and construction of Billboards, the cost of producing the new MV, and the cost of collaborating with international magazines The remaining costs of Instagram, GDN, and Youtube advertising are quite regular every month Costs are mainly in stage Details are in the table below: ... the service quality of Muong Thanh Hotel currently declining and less capable than competitors, we recommend a Marketing plan to improve the service quality of Muong Thanh Luxury Hotel Da Nang Marketing. .. Duties I Executive Summary Muong Thanh is the largest hotel group in Vietnam, Muong Thanh has been operating in the hotel industry since 1997, more than 24 years Muong Thanh Group is one of the... experience in hotel and human services, Muong Thanh is performing quite well its role and position in the accommodation service industry in Vietnam The mission of Muong Thanh Hotel Group is to promote