Choix du sujet de recherche
In recent years, Vietnam's market economy has experienced significant growth, driven by rising population demands, particularly benefiting the tourism and hotel sectors In 2017, the country welcomed 12.9 million international visitors, marking a nearly 30% increase from 2016, and the tourism sector is expected to continue its robust growth into 2018 As the tourism industry develops, enhancing the quality of services and hotel facilities in Vietnam has become essential However, with a substantial increase in the number of hotels, competition within the sector has intensified To stay competitive, hotels are focused on improving their quality, and Melia Hotel is no exception to this trend.
The Meliá Hotel Hanoi, located at 44B Ly Thuong Kiet in the bustling business district of Hanoi, is conveniently situated near government offices, embassies, cultural landmarks, entertainment venues, and shopping areas This prime location offers easy access for tourists, making it a desirable choice among hotels in the area Alongside renowned establishments like Deawoo, Sofitel, and Hilton, Meliá Hanoi holds a prestigious 5-star rating The hotel also features an exciting nightlife with a variety of bars and entertainment services However, to remain competitive in the Hanoi hotel market, Meliá Hanoi faces challenges such as human resource limitations and the need to enhance its facilities and marketing strategies.
En reconnaissant le rôle important de la compétitivité dans l'industrie de l'hôtel et les limites restantes de l’hôtel , j’ai décidé de sélectionner le thème
"Amélioration la compétitivité de l'hôtel Melia Hanoi".
Situation générale de la recherche en rapport avec le sujet
Dans le monde
Micheal Porter a publiộ un livre intitulộ ôStratộgie de la concurrenceằ en 1996.
In this book, the author introduces three universal competitive strategies: cost leadership, differentiation, and focus, positioning these strategies within a structured framework He emphasizes the importance of defining competitive wishes and presents a fresh perspective on how to create and distribute profits effectively.
Au Vietnam
The book "Enhancing the Competitiveness of Textile Enterprises to Succeed in the European Market" by Dr NGUYEN Hoang from Thuongmai University explores the theories of competition and competitiveness, focusing on the current status of Vietnamese textile exports in the European market It offers strategic directions and measures to boost the competitiveness of businesses in this sector Additionally, Hoang Van Khue's thesis from 2013, titled "Improving the Competitiveness of SanNam Food Joint Stock Company," assesses the company's situation and proposes solutions to enhance its competitiveness.
In her 2014 article "Enhancing the Competitiveness of the Hospitality Industry," published in Finance Magazine, Hoang Thi Phuong Thanh discusses the challenges faced by hotels and proposes strategies to boost their competitiveness in the coming years.
Objectif de la recherche
- Systématiser la théorie de la concurrence et de la compétitivité
- Analyser et évaluer la compétitivité de Melia Hotel pour découvrir les insuffisances et les faiblesses de l’ hôtel.
- Proposer des prévisions et des suggestions pour améliorer la compétitivité deMelia dans le secteur de l'hôtellerie.
Objet et cadre de la recherche
- Objet de la recherche : L’ Hôtel Meliá Hanoi
Méthodologie de la recherche
Méthodes de collecte des données
5.1.1 Méthodes de collecte des données primaires
Méthode d’enquête par questionnaire : Nous réalisons une enquête pour les clients de l’hôtel Meliá pour collecter les informations qui concernent la compétitivité de cet hôtel.
Méthode d’enquête par entretien : Nous interviewons le directeur, le chef de service de marché pour recueillir des informations qui ne sont pas posée dans le questionnaire.
5.1.2 Méthodes de collecte des données secondaires
We utilize data from the hotel, including the organizational structure and financial reports, to complete this report This information is sourced from the hotel's finance department and human resources department.
Méthodes de traitement des données
Nous utilisons le logiciel spécialisé Excel pour recenser, comparer, calculer les résultats sous forme de numéros spécifiques ajoutés.
Structure du mémoire
Ce mémoire compte de 3 chapitres :
Chapter 1 explores the fundamental theories of competition and competitiveness Chapter 2 provides an analysis and assessment of the competitiveness status of the Meliá hotel Finally, Chapter 3 presents proposed solutions aimed at enhancing the competitiveness of the Meliá hotel.
TH ÉORIE FONDAMENTALE DE LA CONCURRENCE ET
Théorie concernant la recherche
According to the strategic management manual from the National University of Economics, competition refers to the struggle between individuals or groups to achieve survival, profit, status, pride, rewards, and other objectives The concept of competitiveness is applicable across various fields, including economics, commerce, law, politics, ecology, and sports.
La concurrence peut être entre deux ou plusieurs forces, systèmes, individus, groupes, espèces, selon le contenu que ce terme est utilisé La concurrence peut conduire à des résultats différents.
1.1.2 Théorie de la compétitivité de l’entreprise
According to the strategic management manual from the National University of Economics, competitiveness refers to the unique skills that companies excel in compared to their rivals These strengths are difficult for competitors to replicate or adapt, giving the original companies a significant advantage in the market.
According to Michael E Porter (1985), competitiveness is defined as the ability to develop products using unique technological processes that generate significant added value in alignment with customer demand, resulting in high profitability at low cost.
According to Nguyen Van Thanh (2003), competitiveness refers to a company's ability to thrive in business and achieve desired outcomes such as profit, pricing, revenue, or product quality It encompasses the firm's capability to leverage existing market opportunities and innovate to create new markets.
Donc, la compétitivité d'une entreprise est sa capacité à utiliser ou à créer des forces, tout en tirant parti des possibilités qu'elle a de concurrencer ses concurrents pour les convaincre.
Competition in the hospitality sector involves hotel operators vying for customers by offering similar services while striving to enhance the quality of their offerings This competition not only aims to outperform rival hotels but also emphasizes the importance of establishing a two-way relationship with guests, fostering customer loyalty and securing the hotel's position in the market.
In any competitive environment, competition remains a fundamental characteristic and a driving force behind market economy development The outcomes of competition significantly influence a hotel's market position, prompting each establishment to seek an effective competitive strategy to achieve the highest possible standing.
A competitive advantage refers to the unique values that a company or country possesses, enabling it to capitalize on opportunities for profit It highlights the benefits that an entity has over its competitors, allowing for superior performance and market positioning.
According to Michael Porter, companies focus on growth and product diversification, which do not ensure long-term success It is crucial for any business to establish a sustainable competitive advantage Porter emphasizes that a sustainable competitive advantage requires companies to consistently deliver unique value to the market that cannot be matched by competitors.
Contenus théorique du problème de recherche
1.2.1 Types de concurrence 1.2.1.1 Sur la base des participants au marché concurrents, ils sont divisés en trois catégories
Concurrence entre les acheteurs et les vendeurs: Les vendeurs veulent vendre leurs produits au prix le plus élevé, et les acheteurs veulent les prix les plus bas.
Le prix final est formé après la négociation des deux parties.
The level of competition among buyers is influenced by market demand When supply falls short of demand, competition intensifies, leading to rising prices for goods and services As a result, buyers are compelled to accept higher prices to acquire the necessary products.
In a competitive marketplace, sellers strive to attract customers, resulting in lower prices and increased benefits for buyers This intense rivalry can lead weaker companies to exit the market, relinquishing their market share to stronger competitors.
1.2.1.2 .Sur la base des catégories économiques compétitives, ils sont classés en deux catégories
Competition within the industry involves businesses that produce the same products or services vying against each other This rivalry drives technical development and innovation, as companies strive to improve their offerings and gain a competitive edge.
Competition among businesses across various economic sectors drives the pursuit of maximum profit This competitive landscape leads to the investment of natural capital in these sectors, resulting in the establishment of average profit margins.
1.2.1.3 Sur la base de la nature compétitive, ils sont classés en trois catégories
Perfect competition is a market structure characterized by numerous sellers, where no single entity has significant control over market prices In this environment, the products offered are homogeneous, lacking differences in specifications or quality design To succeed in such a competitive landscape, businesses must focus on strategies to lower their costs or differentiate their products from those of their competitors.
Imperfect competition refers to a market structure where sellers offer non-homogeneous products, each possessing distinct images or prestige To gain a competitive edge, vendors employ various strategies, including advertising, promotions, service providers, and price incentives This form of competition is currently the most prevalent in today's market landscape.
Monopolistic competition occurs in a market where a single seller or a few sellers offer a product or service In this scenario, the price of the product or service is set by the seller, independent of the supply and demand dynamics.
1.2.1.4 Sur la base sur des astuces utilisées dans la concurrence
Concurrence saine: La compétition est légale, juste, équitable et ouverte.
Concurrence malsaine: Concurrence illégale, contraire aux normes sociales et condamnée par la société (comme la contrebande d'impôts, les pots-de-vin, le terrorisme, etc.).
1.2.2 Composants de la compétitivité 1.2.2.1 Compétitivité de Marketing
Marketing organization is the process of converting marketing strategies and programs into actionable marketing activities, aimed at achieving effective marketing objectives.
The marketing information system encompasses the individuals, equipment, and processes involved in the collection, processing, classification, analysis, evaluation, and distribution of essential, timely, and authoritative information needed by marketing decision-makers.
Mixed marketing programs, also known as the marketing mix or the 4Ps, are essential marketing concepts that encompass a range of tools used by businesses to effectively target their market.
Produit: Un objet tangible ou un service invisible produit en masse ou produit à grande échelle avec un volume spécifique d'unité.
Price refers to the amount a customer pays for a supplier's product or service It is influenced by various factors, including market share, competition, material costs, product identification, and the customer's perceived value of the product.
Lieu (Distribution): représente l'endroit ó un produit peut être acheté.
Promotions: Le soutien aux ventes consiste à s'assurer que les clients sont au courant du produit ou service de l’entreprise, ils ont une bonne impression et offrent la vraie vente.
Leadership is a process where an individual influences others to achieve a common goal, serving as a guiding style that connects people for maximum effectiveness.
Human resources encompass the full potential of individuals within an organization, including business leaders and all employees This involves leveraging their knowledge, skills, behaviors, and ethical values to establish, sustain, and grow the business effectively.
R&D, which stands for research and development, plays a crucial role in the growth and sustainability of a business It involves investing in, conducting, and selling innovative research and technologies that drive progress and enhance competitive advantage.
1.2.3 Critères réflètant la compétitivité de l’entreprise 1.2.3.1 Critères quantitatifs
Revenue refers to the total amount of money earned by a business through the sale of goods or services As such, revenue serves as a key indicator of a company's competitiveness A business's competitive advantage lies in its ability to sustain and grow its profits over time.
Facteurs influencant la compétitivité de l’entreprise
Capital refers to a pool of money utilized for profit generation, often manifested in various forms Ultimately, capital is essential for acquiring materials, compensating personnel, and enhancing services or products, thereby adding value to the business This perspective highlights that management's goal is to effectively utilize capital, though it remains an abstract concept constrained by accounting, management, and operational limitations With substantial capital, companies can effortlessly invest in materials, marketing initiatives, and brand development, thereby establishing a competitive advantage in the market.
Human resources encompass the full potential of individuals within an organization, including company leaders This includes all employees who utilize their knowledge, skills, behaviors, and ethical values to establish, sustain, and grow the business Effective human resources lead to increased workplace efficiency, positively impacting customer satisfaction and fostering the development of high-quality products and services for the future.
Culture serves as a mirror of society, encapsulating and expressing the myriad facets of life throughout history and into the present Over the centuries, it has developed a traditional system that influences aesthetics and lifestyle, allowing each nation to assert its unique identity.
Corporate culture encompasses the collective cultural values developed throughout a company's existence and growth It manifests as values, concepts, and practices that become ingrained traditions within the organization, influencing the emotions, thoughts, and behaviors of all members as they strive to achieve the company's objectives.
Company culture plays a crucial role in making employees aware of their work, fostering a comfortable work environment It is a key factor in attracting talented individuals to the organization.
1.3.2 Facteurs externes 1.3.2.1 Environnement macrocosmique a L'économie est le facteur global de production, les conditions de vie humaines, les relations dans le processus de production et la reproduction sociale.
Dans l'économie, de nombreux facteurs affectent les entreprises sur le marché:
Le PIB : c’est la valeur marchande de tous les biens et services finaux produits sur un territoire donné (généralement un pays) au cours d'une période donnée (généralement un an).
The interest rate is the percentage charged to borrowers for the use of borrowed money from a lender When taking out a loan, borrowers must repay not only the principal amount but also an additional cost, which is the interest This interest represents the cost of utilizing funds that do not belong to the borrower and serves as income for the lender for the delayed payment.
L'inflation : c’est la hausse du niveau général des prix des biens et services au fil du temps et la dévaluation d'une monnaie.
Les impôts : sont le produit des citoyens, des activités et des objets destinés à mobiliser des fonds pour le gouvernement, à redistribuer les revenus ou à réguler les activités socio-économiques. b Politique
La stabilité politique : est la stabilité et l'intégrité d'un régime existant.
The stability of a society is influenced by the levels of violence and terrorism present within the country, as well as the engagement of its citizens with the state A stable society is characterized by citizens' satisfaction with the ruling party and the existing system, leading to a lack of interest in revolutionary ideas or autocratic governance.
The Vietnamese legal system is a comprehensive legal framework where principles, directives, and objectives of the law are closely interconnected and unified It is categorized into laws, which are legal documents issued by competent Vietnamese state agencies in various forms, aimed at regulating social relations occurring within Vietnam's territory.
The government is the highest administrative body of the Socialist Republic of Vietnam, exercising executive power as the executive organ of the National Assembly It is accountable to the National Assembly and operates under the oversight of the National Assembly's Standing Committee and the President.
The population refers to a group of individuals residing in a specific geographic area, serving as a vital source of labor for socio-economic development It is commonly assessed through census data and represented by an age pyramid.
Personal income in economics refers to the total earnings of an individual over a specific period, including wages, investments, and other income sources It represents the aggregate income received by all individuals or households Typically, personal income is subject to income tax.
La culture : est un concept large avec de nombreuses interprétations différentes, impliquant tous les aspects de la vie matérielle et spirituelle de l'homme.
The sector comprises a collection of companies that provide similar products or product categories, which can substitute for one another to meet the fundamental needs of customers.
Pour l'analyse du secteur et la concurrence dans l'industrie,nous utilisons le modèle de régulateurs compétitifs dans le secteur de M.Porter :
La menace de nouvelle de participation
Les concurrents potentiels : sont des entreprises qui ne sont pas actuellement en concurrence dans l'industrie mais qui sont susceptibles d'entrer sur le marché.
Barrières à l'entrée: économies d'échelle, différenciation des produits, cỏts, intégration dans le système de distribution
La menace de produits substitutifs
Ce sont des produits d'autres secteurs d'activité, mais ils peuvent satisfaire les mêmes besoins des clients.
Risques substitutif: Cỏts de conversion dans l'utilisation des produits, tendances de substitution des clients
Menaces prévisibles des produits de remplacement: Étudier l'utilisation fonctionnelle de chaque produit à l'échelle la plus large possible et contrôler l'avènement de la nouvelle technologie.
Le pouvoir de négociation des fournisseurs et des clients
Facteurs d'influence: orientation de l'industrie, caractéristiques des biens de service, différenciation des produits, cỏts de conversion des fournisseurs, intégration rétrospective.
Obstacles au retrait de le secteur.
Statut de dépistage dans le secteur.
ANALYSE ET ÉVALUATION DE L’ ÉTAT DE LA COMPÉTITIVITÉ DE L’ HÔTEL MELIA HANOI
Présentation de la société
- Nom de l'entreprise: Melia Hanoi Hotel.
- Nom de la transaction internationale de l'hôtel est: Melia Hanoi Hotel.
- Adresse du siège social: 44B La rue Ly Thuong Kiet, Tran Hung Dao, Hoan Kiem, Hanoi, Vietnam.
- Partenaire vietnamien: Hanoi Electromechanical Manufacturing (HEM).
- Site Web: www.melia.com
Previously known as the electromechanical manufacturing company CTAMAD, the firm is now operated by S.A.S - CTAMAD under the management of the Sol Meliá group Founded in Spain in 1956 by President Gabriel Escarrer, Sol Meliá has since established a significant presence in the industry.
33 pays avec plus de 400 hôtels.
L'hôtel Hanoi Meliá a été ouvert au 6 janvier 1999 et est également le premier hôtel à accueillir des visiteurs
Hanoi Meliá Hotel a été fondé par 3 partenaires:
L' entreprise électrique du Vietnam Propriétaire thạlandais
Et l’hôtel fonctionne sous les lois du Vietnam que l'État du Vietnam a permis aux entreprises étrangères.
L’hôtel Meliá propose aux clients des services hôteliers qui sont divisés en 3 types :
Séjour d'affaires: Le système de chambres d'hôtel est divisé en plusieurs types: chambre individuelle, chambre double; Classe 1, Classe 2, Classe 3 avec différentes installations.
The hotel offers 24/7 dining services to cater to the needs of its guests In addition to providing meals for hotel patrons, it also hosts wedding banquets and conference banquets, ensuring a versatile dining experience for all occasions.
Services d' ajouté: sauna, massage, conférence, séminaires, mariages
Figure 2.1: Structure organisationnelle de l’hôtel Meliá
The hotel director holds the highest level of authority, overseeing all hotel operations and activities The assistant director supports the director in developing the business plan and strategy while managing the hotel's daily functions.
Département de gestion Département d'exploitation
Directeur Général Adjoint Département financier Département de résidence
Service deProtection Service de formation
Service de la comptabilité Service d'achat
The finance department is responsible for managing the hotel's cash flow, monitoring income and expenses, handling all hotel invoices, and ensuring that financial statements are reported to the administrator when necessary.
The reception department is the most crucial part of the hotel, responsible for managing reservations and payments for guests It plays a key role in addressing customer inquiries and ensuring that all necessary arrangements are made for a seamless stay.
The room division department is responsible for ensuring the complete availability of hotel rooms Daily cleaning must be performed meticulously, reporting on the condition, quality, and quantity of equipment and tools in the rooms, enabling other functional units to address them promptly.
Le département de cuisine: est responsable du traitement des plats suivant demandé par les clients
Le département du restaurant: servant les besoins des clients, servant des buffets pour les invités, et servant des banquets et des séminaires si nécessaire.
L’agent de sécurité: est responsable de la sécurité et de la sûreté de l'hôtel.
Le département technique: surveiller, réparer et réparer régulièrement les équipements électriques de l'hôtel 24 heures/ 24 heures il doit assurer l' éléctrique, l'eau dans l'hôtel.
Tableau 2.1 Résultat des affaires de l’hôtel dans la période de 2014-2016
In 2016, the company's revenue increased by 6% compared to 2015 and by 14% compared to 2014 Despite the high costs associated with business expenses, which accounted for 30% of the company's revenue, the annual revenue continued to rise year over year Additionally, the company's post-tax profit has consistently increased each year However, as a large enterprise, this growth is considered modest and requires improvement in the coming years.
Analyse et évaluation de l’état d’amélioration de la compétitivité de l’hôtel Meliá
2.2.1 Environnement d’ affaires de l’entreprise 2.2.1.1 Environnement macrocosmique
L'environnement macrocosmique est déterminé par les facteurs de base tels que: économie, politique, culture, société, technologie, population.
In 2017, Vietnam's economy experienced significant growth, with a GDP increase of 6.81% compared to 2016 This economic development positively impacted various industries, particularly tourism, which saw a remarkable 30% rise in foreign tourist arrivals compared to the previous year.
With the growth of the economy last year, Vietnamese individuals are increasingly seeking travel and exploration opportunities, which is expected to significantly boost the tourism industry in 2018.
Cultural and social factors significantly impact tourist behavior, as the sociocultural environment encompasses various elements such as lifestyle perspectives, population growth rates, average income, and educational levels Changes in any of these living conditions can influence businesses in the tourism sector, leading to new opportunities or potential risks.
Today, as material well-being and the spirit of the people rise, there is a growing desire to explore the nation's culture and the customs of each locality This exploration significantly contributes to the development of tourism.
Politique, Loi L'environnement juridique et politique comprend le système des politiques et directives du Parti et de l'État, le système juridique existant et les développements politiques nationaux et internationaux.
The political and legislative environment significantly influences businesses in the tourism industry, posing challenges that can hinder the growth of international tourism For tourism to flourish, it requires a foundation of peace and amicable relations among nations Conversely, conflict disrupts tourism activities by creating insecurity, complicating travel, and leading to destructive tourism projects that harm the natural environment.
Vietnam boasts a relatively stable political environment, which plays a significant role in the success of business tourism, especially amid the ongoing global political changes.
The integration of science and technology in the management of hotels, restaurants, and popular tourist businesses is becoming increasingly essential Most hotels are equipped with modern computers for their staff, enhancing operational efficiency However, the high costs of software and technology continue to require the hospitality industry to invest significantly in initial setup expenses.
The population serves as the driving force behind the market, consistently attracting the attention of businesses As residents balance work with the need for rest and travel, the improving living standards of Vietnamese people have led to a growing demand for diverse food options and services This shift creates significant business opportunities within the tourism sector, particularly for hotels The expansion of tourism has also resulted in the creation of numerous jobs, thereby contributing to a decrease in the unemployment rate.
The micro-environment encompasses factors that have direct effects and are within the control of the hotel Key elements of the micro-environment include current competitors, potential competitors, customers, distributors, suppliers, and internal clients.
Melia Hanoi faces stiff competition from other five-star hotels in the city, including Daewoo, Metropole, Hilton, and Pullman These hotels offer similar amenities, technological standards, and services that meet five-star criteria, contributing to a highly competitive hospitality market in Hanoi.
Pour réussir et gagner des parts de marché, les hôtels ont des politiques très différentes pour attirer les clients.
Potential competitors are existing companies that do not currently operate in the same industry but could become competitive if they choose to enter the market These companies are not on par with current businesses, as the barriers to entry are relatively low However, to achieve a five-star quality level and compete with Melia Hanoi, these competitors must invest significantly in facilities and services to meet customer demands.
Hotels always identify their specific target market to effectively meet customer needs Tourists have diverse and varied requirements, making it crucial for hotels to understand and capture the needs and goals of traveling clients This understanding is a key factor in fulfilling their expectations and ensuring customer satisfaction.
Cela lui donne l’efficace d’activités de touristique.
Melia Hanoi Hotel collaborates with various travel companies, trading firms, and online booking platforms to enhance its room service offerings, ensuring a wide range of options and preferences for its guests.
In the hospitality sector, the hotel has established a procurement contract for standard raw materials to serve its clients, ensuring compliance with hygiene and food safety standards This strategy not only mitigates price fluctuations in the raw materials market but also allows for effective cost control in the processing of these materials.
2.2.2 Évaluation de la compétitivité de l’hôtel Meliá 2.2.2.1 À travers des indicateurs compétitifs
In the hospitality sector, five-star hotels remain the primary revenue source, with Melia consistently ranking among the top five hotels in Hanoi, alongside Deawoo, Pullman, Metropole, Pan Pacific, and Sheraton According to the hotel's marketing director, Melia Hanoi holds approximately 20% of the market share in the tourism industry, solidifying its strong position within the sector.
Conclusions sur les questions de recherche la compétitivité de l’hôtel Meliá Hanoi
Au fil des années, Melia Hanoi Hotel a connu le succès dans le développement de l'hôtel comme suit:
Melia Hanoi has established a strong market position, leading to increased company profits Over the years, the company's financial resources have grown significantly, with rapid revenue growth and highly effective capital utilization.
The quality of products at Melia Hanoi Hotel has enhanced its competitiveness against other hotels Conveniently located near Hoan Kiem Lake, the hotel frequently hosts major city events, making it a popular choice for tourists Additionally, it features a spacious meeting room that can accommodate over 1,000 guests, ideal for conferences and weddings.
Melia Hanoi has established a better and more comfortable work environment for its employees by organizing annual sports and entertainment competitions These activities provide a valuable opportunity for staff to unwind after work, ultimately enhancing their productivity and reducing stress levels.
- Melia Hanoi investit dans des machines et du matériel, construit un personnel jeune et enthousiaste pour améliorer progressivement la compétitivité de l'hôtel.
Despite annual renovations, the hotel's furniture and amenities, including televisions, minibars, and air conditioning, are showing signs of wear and require replacement, which negatively impacts customer service quality Established in 1999, the hotel has made significant investments in durable equipment and facilities, but as the years pass, the aging infrastructure fails to perform optimally Although the equipment remains available, the high costs associated with replacements lead hotels to prioritize cost-saving measures in order to maximize profits.
- La plupart des employés de l'hôtel ne parlent que l'anglais Beaucoup de clients ne connaissent pas l'anglais, il est donc difficile de communiquer avec le personnel de l'hôtel.
While English is a widely spoken language globally, it is not the only one Proficiency in languages such as French and Japanese is also valuable, yet many companies overlook the recruitment and training of employees in these languages.
The company's product prices are higher than those of its competitors, which poses a challenge for market competitiveness Additionally, the quality of Melia Hanoi's offerings is a limitation Located in the heart of Hanoi, the hotel's higher costs compared to competitors are not advantageous, highlighting the importance of location in pricing strategy.
PROPOSITION DES SOLUTIONS POUR AMÉLIORER LA COMPÉTITIVITÉ DE L’HÔTEL MELIÁ
Orientation des activités de Melia dans l’avenir
Melia Hotels currently serves a diverse clientele, including both international and domestic guests, making market share growth essential for the hotel's future In Hanoi, where competition among five-star hotels is intense, opening up to new market opportunities is crucial To attract new customers, the hotel must also focus on retaining existing guests through promotions, as long-time loyal customers have a strong connection to the brand.
The hotel is centrally located in the city, which may limit natural scenery and potentially impact tourism investment It should primarily target business travelers by offering facilities for conferences, awards, and exhibitions This focus will help define the hotel's expected customer segments in the coming years.
3.1.2 Amélioration de la qualité et diversification de la structure du produit
De nos jours, lorsque la demande des clients augmente, les hôtels doivent également améliorer la qualité de leurs produits pour répondre aux besoins des clients.
In addition to enhancing product quality, diversifying the product structure is crucial for providing customers with a fresh experience This approach ensures that guests consistently enjoy using the hotel’s products and services, leading to greater satisfaction and engagement.
The staff plays a crucial role in meeting customer needs, especially in the hospitality sector Therefore, hotels must enhance and develop their personnel, which is vital for success Improving employees' language skills, not only in English but also in foreign languages such as French and Japanese, facilitates better communication between staff and guests Additionally, seasonal staff can help hotels manage workforce demands effectively, preventing staff shortages during peak times and excess labor during the off-season.
Point de vue pour améliorer la compétitivité de l'hôtel
Human resources play a crucial role in the service industry, particularly in the hospitality sector, as they significantly differentiate hotels from one another Enhancing employee quality is essential for meeting customer needs and ensuring high service standards, which are vital for attracting guests To improve employee quality, several effective solutions can be implemented.
The travel industry is characterized by seasonal and cyclical fluctuations, making staffing a challenging issue for managers During peak seasons, many hotels face a shortage of service personnel, which negatively impacts customer satisfaction Conversely, during off-peak times, an oversupply of staff can disrupt the company's structure Therefore, employing seasonal workers is essential for hotels to effectively manage high-season labor shortages while also addressing the needs of customers during low seasons.
3.2.1.2 Amélioration le niveau de personnel
Employees are the first point of contact for customers, shaping their initial impressions When an employee possesses strong language skills, a friendly demeanor, and enthusiasm, it significantly enhances the customer experience and leaves a lasting positive impression.
Many hotels focus solely on foreign language skills, neglecting the importance of employee attitudes Therefore, it is essential for hotels to consistently enhance both the knowledge and attitudes of their staff to ensure a better guest experience.
Managers need specialized training sessions, staff management skills, updated management standards, and effective communication with clients and employees to resolve issues between them Proper training allows managers to assign tasks appropriately, ensuring quality work and employee satisfaction Additionally, management should organize contests to recognize exceptional staff members monthly and annually, which helps motivate employees and encourages self-improvement and professional development.
Staff rotation between departments is crucial in the workplace, as it allows employees to discover the roles that best suit their skills and interests This practice not only helps them reach their full potential but also prevents boredom among staff, fostering a more engaged and productive workforce.
To enhance staff quality, hotel managers must prioritize the selection process It is essential for hotels to recruit qualified individuals from universities and colleges, ensuring access to abundant resources, particularly seasonal ones, when needed.
3.2.2 Produits de service 3.2.2.1 Termineration du processus de prestation de services
The service delivery process is essential for modern hotels, as it helps save time and labor while achieving optimal performance To ensure consistency in service style, hotels must clearly define processes for each department and individual.
Pour compléter le processus de prestation de services, l'hôtel doit:
- Affectation de travail pour chaque individu, département
The restaurant department must innovate by creating new products to meet the rapidly changing demands of customers This involves developing a new menu that combines traditional dishes with delicious offerings from around the globe For instance, introducing traditional Vietnamese cuisine during the Tết festival can provide a fresh and engaging experience for customers, enhancing their interest in the restaurant's offerings.
Le menu change chaque jour pour répondre aux besoins des clients Service de
24 heures pour les clients de ressentir le style professionnel de l'hôtel et toujours traiter le client est supérieur au meilleur service de qualité.
Créer les produits de la salle parfaite comme prévu par les clients, le style du personnel de la salle de service
Utiliser le service en chambre pour servir les clients rapidement,professionnellement, efficacement
Additionally, increasing the number of trees around the area can create a resort-like ambiance, allowing guests to experience the natural atmosphere at the heart of Hanoi.
Built in 1999, Melia Hotel Hanoi features modern amenities that cater to guest needs However, these facilities are showing signs of wear, necessitating upgrades and replacements to enhance the hotel's offerings Renovating outdated equipment is crucial for improving service quality and ensuring guest satisfaction Additionally, these enhancements will provide a competitive edge over other hotels in Hanoi.
The hotel maintains a reserve of raw materials to ensure high standards of hygiene and food safety, sourcing from major supermarkets like Big C and Metro, while securing long-term contracts for consistent supply This strategy minimizes reliance on product suppliers However, the hotel should consider establishing connections with farms outside the city to access fresher produce at lower prices than those offered by supermarkets.
3.2.5 Environnement 3.2.5.1 Assurance de l'environnement de prestation de services
The service environment for clients is crucial, especially in the hospitality industry Providing guests with a comfortable and relaxing space, equipped with modern amenities and facilities, is essential This experience should be complemented by a professional, enthusiastic, and friendly attitude from the staff Such an approach significantly enhances customer satisfaction with the hotel's quality and service.
In today's world, customers are increasingly drawn to natural spaces, making it essential for hotels to align with this trend By incorporating more greenery, such as planting trees on the hotel grounds and placing potted plants along stairways and corridors, the hotel can create an ecotourism atmosphere in the heart of the city This initiative will leave a positive impression on guests, helping to attract more customers in the years to come.
3.2.5.2 Assurance l'environnement pour les employés
A positive work environment is crucial for attracting and retaining talent in the hotel industry By providing a professional atmosphere that prioritizes the well-being of employees—offering benefits such as meals, accommodation, and opportunities for travel, conferences, and sports events—hotels can enhance staff morale This, in turn, leads to improved job performance and overall efficiency.
3.2.6 Construction de la marque pour l'hôtel
Propositon pour améliorer la compétitivité de l’hôtel Meliá
To enhance competitive positioning, hotels should focus on improving quality and modernizing facilities This approach not only targets business development but also emphasizes environmental protection for sustainable growth Additionally, business development must prioritize the preservation of national cultural identity.
He should initiate English language training courses, as English is a widely spoken global language Additionally, he should consider teaching other languages such as French and Japanese to facilitate better communication with clients.
Il doit améliorer les installations de hôtel dans l’avenir mais il doit continuer les activités de l’hôtel Donc nous avons un processus pour remplacer les installations :
Replacing outdated equipment such as air conditioners, refrigerators, and televisions is essential for meeting customer needs and ensuring a five-star hotel experience Upgrading these appliances not only enhances guest comfort but also helps the hotel save on electricity costs Additionally, older equipment can generate disruptive noise, further detracting from the guest experience Therefore, equipment replacement is crucial for maintaining high standards and satisfying clientele.
- Suivant, il doit remplacer les lit, les oreiller Ceux-ci sont utilisés lorsqu'il est utilisé pour longtemps, déchiré et créer une mauvaise impression avec les clients.
Lorsqu'ils sont remplacés, les clients se sentiront plus à l'aise en découvrant les services de l'hôtel
- Enfin, améliorer les installations de l'hôtel pour améliorer la qualité du service
To foster a favorable environment for investors, it is essential to enhance tourism policies and legal documents, streamline administrative reforms, and simplify procedures related to tourism and business travel.
Il doit ouvrir de bureaux de représentation au Vietnam dans les pays du monde, afin de promouvoir l'image du pays.
It is essential to prioritize investment in, protection of, and enhancement of monuments, while also safeguarding the environment Attention should be given to preserving traditional festivals, folklore, and artisanal villages to foster tourism development.
Additionally, it is essential to develop and implement a plan focused on enhancing human resources through quality investments in universities and colleges By collaborating with businesses, universities can better prepare students for real-world challenges Consequently, companies adopt competitive compensation policies to attract top talent.
In recent years, the growing economy has led to an increase in tourist demand, presenting both opportunities and challenges for hotels The market is continuously evolving, requiring hotels to consistently strive to enhance their competitiveness against other businesses.
Following an examination of theoretical competitiveness methods, a study was conducted at the Meliá Hotel to assess its competitive standing The findings indicate that the hotel possesses competitive advantages such as a strong brand, skilled human resources, and high-quality service; however, it faces challenges like foreign language proficiency and facility limitations Consequently, I have made several recommendations for both the hotel and the state to enhance these areas I hope my suggestions will assist the Meliá Hotel in addressing its challenges and improving its competitiveness.
Despite our efforts, the limited timeframe and insufficient information have resulted in certain limitations in this thesis I hope that professors and jurors will provide valuable feedback and insights Additionally, these limitations also pave the way for new research opportunities for future scholars.
1 FRANCIS J.Gouillard, 1993, Stratégie pour une entreprise compétitive, Édition Économie.
2 LE The Gioi - NGUYEN Thanh Liem, 2011, Gestion stratégique, Ed.
3 MICHAEL E PORTER, 1998, Stratégie concurrentielle, Ed Jeunesse.
4 NGUYEN Hoang,2011, Renforcement de la compétitivité des entreprises de textile pour réussir sur le marché européen, Ed de l’Industrie et du Commerce.
5 HOANG Van Khue, 2013, Amélioration la compétitivité de la société anonyme d’alimentaire SanNam, Faculté de gestion des affaires, Université Thuongmai
6 HOANG Thi Phuong Thanh, 2014, Renforcement de la compétitivité de l'hôtellerie Finance Magazine n ° 3
7 Certains web sites et journaux en ligne : -https://voer.edu.vn
8 Société par action d’inverstissement Meliá, Rapport financier de la société par action d’inverstissement Meliá dans les années 2014, 2015, 2016
9 Société par action d’inverstissement Meliá, Rapport du service des affaires générales de la société par action d’inverstissement Meliá dans les années 2014, 2015, 2016.
10 Société par action d’inverstissement Meliá, Profit de la société par action d’inverstissement Meliá.
After my internship at the Melia Hanoi Hotel, I am conducting research for my final thesis titled "Enhancing the Competitiveness of Melia Hanoi Hotel." I hope you can assist me in answering some of the questions below.
1 Évaluation l'importance des critères qui constituent la compétitivité de l'entreprise: Éléments Très bon
2 Variété des produits et services