Marketing in tourism organization fortuna hotel hanoi

lOMoARcPSD|17917457 HANOI OPEN UNIVERSITY - FACULTY OF TOURISM - MARKETING IN TOURISM ORGANIZATION Lecture: Vu Huong Giang Group Hanoi, 2021 lOMoARcPSD|17917457 DUTY ROSTER Name Mission Nguyen Viet Linh Do the Written report Luong Minh Quang Collect information Tran Quoc Cuong Collect information Ha Phuong Linh Collect information Tran Tung Lam Collect information Pham Tuan Anh Collect information Bui Thi Kim Thu Collect information Chu Manh Cuong Collect information Nguyen Viet Dung Presentor Duong Bich Ngoc Collect information Kieu Thi Linh Collect information Tran Huu Phuc Do the Powerpoint lOMoARcPSD|17917457 INDEX ORGANIZATION INTRODUCTION I Overview of Fortuna 1 Brief history of Fortuna Hotel Hanoi Organizational chart .1 Business activities Product and Services 4.1 Room Service .2 4.2 Food Service .3 4.3 Conferences and Events 4.4 Entertainment, Health and Beauty Services .5 4.5 Other convenient services: II Business assessment Business results of the period of 2019 -2021 .6 Characteristics of the customer market Room capacity Accommodation service III Marketing assessment Marcom’s organization chart Marketing strategies of fortuna hotel 2.1 Promotion 2.2 Fortuna’s marketing strategies: Strengths and Weaknesses 10 CURRENT SITUATION ANALYSIS .12 IV Marco Marketing environment of tourism organization 12 Opportunities 12 Challenges 14 V Micro Environment of Tourism Organization 17 Organization’s resources 17 Tangible and Intangivle Elements 21 VI Competitor analysis .23 Identifying competitors 23 Competotors information 24 TARGET MARKET 27 VII Markets Analysis 27 Reviewing curent target Markets .27 Remarket Segmenting 27 Questionaire for guest 27 lOMoARcPSD|17917457 4.1 Strengths and weaknesses of the questionnaire survey method 27 4.2 New questionaire .28 OBJECTIVES .29 VIII Objective determing for 2023 .29 MARKETING STRATEGIES & TACTICS 30 IX Product Positioning 30 Strengths & Weaknesses 30 Product Strategies .32 X Discount strategies 34 Low season 34 Weekly 35 VIP guests 35 Corporate rate .36 Group rate 36 Daily rate 37 XI Advertising tools 38 New logo for hotel 38 Printing Ads 39 Tourist promotion video design 39 3.1 Current video 39 3.2 New video 41 XII Marketing strategies & Tactics 41 Place 41 People 42 2.1 Knowledge .42 2.2 Skills 42 2.3 Attitude 42 Process 42 3.1 Some process need to improve 42 3.2 Recommendation .43 IMPLEMENTATION PLAN 44 lOMoARcPSD|17917457 ORGANIZATION INTRODUCTION I Overview of Fortuna Brief history of Fortuna Hotel Hanoi On November 29, 1994, FORTUNA HOTEL HANOI LIMITED was established on the basis of a business contract between Thang Loi Investment Trading and Tourism Company Limited and CHNG HOLDINGS PTE LTD of Singapore FORTUNA HOTEL HANOI LIMITED was granted investment license by the State Commission on Cooperation and Investment No 1129/GD on February 9, 1995 with a term of 30 years and a legal capital of million USD The assignment started construction on February 9, 1995 and was put into operation in September 1998, up to now, it has been nearly 23 years In 2002, Fortuna Hanoi Hotel was recognized as a 4-star hotel standard In October 1998, Hanoi Fortuna Hotel Company Limited hired Key Hospitality Management LTD Company (a company specializing in the field of hotel management and entertainment services of Singapore to manage and operate building at 6B Lang Ha, Ba Dinh, Hanoi Organizational chart General Director General Manage FO Manager - SE Manager Housekeeper FB Manager Engineering r Finance HR S&M HC KTV JP General Director: The hotel owner or also known as the General Director The current General Manager of Fortuna is Mr Roger Chong - General Manager: Those who have the role of managing and operating the hotel's activities are usually the General Manager of the hotel or the Deputy General Director - FO Manager: Is the chief manager of the front office lOMoARcPSD|17917457 - SE Manager: Is the head of the security department for the hotel - Housekeeper: This is the room department of the hotel - FB Manager: Is the manager of the restaurant department in the hotel Fortuna Hotel has two restaurants, Tiffin and Lucky And each restaurant is administered by different managers - Engineering: This is the technical department of the hotel - Finance: This is the accounting department of the hotel - HR (Human resources): Human resources department - S&M (Spa and Massage) - HC (Health center): These are all departments related to health care for guests - KTV: Nightclubs (For foreign guests) - JP (Jackpot): Casino (For foreign guests) Business activities The hotel's target customer market mainly focuses on guests from Japan, Korea, Singapore, and several countries in Europe such as Germany, France, etc These are also countries with a large amount of investment in Vietnam Visitors to the hotel for official purposes account for a large number of guests, which is the main source of revenue for the hotel Business guests are also the types of guests with a high ability to pay and require high-class services This is the basis for the hotel to provide high-class services to meet the needs of customers However, the characteristics of official guests are that their stay is not long, their main consumption is usually fixed within the scope of the subsidy In addition, they not have much time to use additional services because most of their time is dominated by working Therefore, room service and food service are the two types of services that guests consume the most at the hotel Revenue from accommodation and food services still accounts for the majority of the hotel's total revenue in recent years Product and Services 4.1 - Room Service DELUXE ROOM Type Of Bed : King-size bed lOMoARcPSD|17917457 Room Area : 25m2 lOMoARcPSD|17917457 The Deluxe Room system, including Deluxe King and Deluxe Double, is designed in harmony, sophistication and uniqueness Our rooms make sure that customers will feel comfortable - GRANDE ROOM Type Of Bed : King-size bed Room Area : 32m2 With luxurious design and sophisticated furniture, our Grande Room system brings to our customers space to relax after a busy day Each room is equipped with table work, TV LCD with flat screen and other modern furniture , our Grande Room will satisfy every need for working and relaxing - PREMIER ROOM Type Of Bed : King-size bed Room Area : 40m2 Enjoying the relaxed feeling in the room with contemporary design and spacious, comfortable space - SUITE ROOM Type Of Bed : King-size Bed Room Area : 40m2 Experiencing the real class with the Suite Room system of Fortuna Hotel A spacious space with a bedroom, a living room and luxurious, classy and modern furniture Our Suite Room is the perfect choice for a long-day trip 4.2 Food Service Fortuna Hotel always offers excellent culinary experiences with multi-color and multi-sensory experiences A journey of color with fresh flavors awaits customers - Tiffin Restaurant – Fortuna Hanoi Hotel: located on the Hotel lobby and served with European and Asian dishes, the charm of Asian cuisine with impressive Vietnamese flavors, Singaporean specialties and mouth watering Japanese dishes Buffet breakfast available from 6:00 – 10:00 Lunch and dinner are a la carte menu from 11:00 – 22:00 - May Man Restaurant: located on the 2nd floor with a luxurious space and separate living rooms Lunch is served from 11:00 to 14:00 Dinner from 18:00 to 22:00 and the restaurant especially has a Dimsum Party from 11:00 to 14:00 lOMoARcPSD|17917457 May Man Restaurant offers the delicate flavors of Chinese cuisine, along with the distinctive features of Yum Cha breakfast dishes The restaurant is known as a gift from the heart and is associated with the tradition of enjoying Yum Cha tea, and experiencing and feeling the delicate Cantonese culture in every perfect piece of Dim Sum Dim Sum's charming signature flavor will surely satisfy all diners - Emperor Restaurant: located on the 2nd floor is designed with a delicate combination of traditional and modern cultural features With separate dining rooms, this is the ideal place for parties, meetings and business Price from VND 420,000/person Lunch is served from 11:00 - 14:00 and Dinner from 18:00 - 22:00 4.3 - Conferences and Events Event Center: Fortuna Hanoi owns a luxurious and spacious space suitable for many types of events, be it a year-end party, customer appreciation or simply a small corporate or family party With a wealth of experience and thoughtfulness, enthusiasm and meticulousness, our party specialists will accompany you to organize a perfect party with many different themes and styles - Conference Center: With a variety of conference packages, Fortuna Hotel will be the perfect choice for all types of conferences, press conferences, events The hotel impresses customers with a seriously organized event Dedicated and professional, with a team of experienced professionals will assist customers in planning and executing important conferences with meticulous attention to detail to ensure the success of the event Besides, modern equipment with international standards will make the conference go better: o High speed internet o Smart lighting system o Modern sound and image system o Flat Screen LCD TV, Socket, Micro - Banquet and Conference Room: Fortuna Hanoi has long been an ideal venue for meetings, conferences and events with spacious and modern rooms Owning 2500m2 of indoor and outdoor space, including large banquet rooms and multi-function meeting rooms, all supported with international standard lOMoARcPSD|17917457 equipment, conference and banquet rooms of the hotel suitable for all types of events and conferences 4.4 - Entertainment, Health and Beauty Services Only underground nightclub in Hanoi: with more than 100 attentive receptionists, over 1000 selected latest international songs, spacious underground parking There are 30 theater rooms with modern sounds, live music and dance o The Millionaire Club is open from 10:30 - 6:30 the next morning o KTV is open from 19:00 - 02:00 the next morning - Spa De Palace: located on the 17th floor of Penthouse, is a complete spa room with available shower, jacuzzi pool, sauna This is a quiet and peaceful place for you to relieve fatigue after a hard – working day Experienced therapists with unique treatments will bring guests the most comfortable relaxing moments Opening hours are from 09:30 - 24:00 - Hair Salon: located on the 5th floor, open from 10:00-18:00, Tuesday-Sunday Salon has a hair stylist who will make customers completely satisfied with trendy hairstyles - Fitness One Fitness Center: located on Level with opening hours from 6:00 22:00 This is the ideal place for those who want to practice comprehensively and develop bodybuilding Fitness One Center offers you a professional training program with state-of-the-art equipment and modern exercise machines, classes of Zumba and Yoga suitable for all ages and needs, sports lovers 4.5 - Other convenient services: Business Center: has facilities available 24h to meet all your needs Utilities include: Meeting, computer with Internet access, copying, faxing, printing, scanning, translation services, courier services, Vietnamese and International newspapers and magazines - Concierge Level: The Concierge counter located in the hotel lobby is always ready to serve you with the following services: Transport, provide information about Golf, provide tourist information in and out of Hanoi, ticket booking