Developing marketing strategy for Hoang Anh Dalat resort period 2007 to 2010

I HC M TP. HCM UNIVERSITEÙ LIBRE DE RUXELLES UNIVERSITEÙ OUVERTE DE HCM VILLE ECOLE DE COMMERCE SOLVAY Ho Chi Minh City, Vietnam – 2007 I HC M - TP. HCM UNIVERSITE LIBRE DE BRUXELLES UNIVERSITEÙ OUVERTE DE HCM VILLE ECOLE DE COMMERCE SOLVAY Ho Chi Minh City, Vietnam – 2007 I would like to express my sincere thanks to Professor Doctor Bui Tuong Tri who serves as my local coach and guidance, support and comments on my research papers. Despite the complexity and scope of the topic, he convinces me with scientific instruction and valuable suggestions from the very beginning to the completion of this thesis. My great thanks also expressed to professors in the roles of arguments and defense for contributing valued ideas, science and practices, which much encourages me. I would also like to thank deeply Professors of thesis defense committee who spare their time to pay attention to my presentation, give comments and pose valuable questions, which help me to be more comprehensive of the topic of my thesis. My gratefulness extended to the two Directors of the MBA program, Lawyer Doctor Tran Anh Tuan and Prof. Nagel, Vietnamese and Belgian professors, coordinators of the MBA Vietnam – Belgium program that I am honored to follow during the past two years. Last but not least, I am grateful to the Management Board of Hoang Anh Gia Lai Group and Hoang Anh Dalat Resort, my classmate, colleagues and my beloved family members for providing me with time release to pursuit of the MBA program at Hochiminh City Open University and Solvay Business School/ University Libre of Brussel. This is my original work. Any data, result or quote in the project is clearly identified. NGUYEN QUYNH 1-1 The marketing environment 13 1-2 Matching product and customer 20 1-3 Product components 21 1-4 The possible pricing spectrum 24 1-5 Distributing channels 29 2-1 Lam Dong GDP chart 34 2-2 Annual temperature chart 38 2-3 Annual rainfall chart 38 2-4 Temperature comparison 39 2-5 Distance from Dalat City to several cities in Vietnam by land way 39 2-6 Chart of tourists to Lam Dong 2001-2006 40 2-7 Chart of foreigners to Vietnam and Lam Dong 2001-2006 41 2-8 Some current figures of the resort 48 2-9 List of hotels in Lam Dong 51 3-1 Marketing objectives 59 3-2 Revenue and GOP chart 2007-2010 59 3-3 Components of revenue 2007 60 3-4 Occupancy and average room rate chart 2007-2010 60 3-5 revenue of all outlet 2007-2010 61 3-6 Market value proposal 61 3-7 Market segments 64 3-8 Chart of marketing segment by sources 65 3-9 Chart of marketing segment by domestic and foreign guests 66 3-10 Chart of marketing segment by Objectives 66 3-11 Organization chart 67 3-12 Sales & marketing organization chart 68 3-13 Marketing budgeting 74 4-1 Accommodation categories 76 4-2 Conference 76 4-3 Public rates 80 4-4 Internet rates 80 4-5 Corporate rates 81 4-6 Travel agent rates 81 4-7 Industrial rates 81 4-8 Occupancy & average room rate 82 4-9 Conference rates 83 AFTA Asian Free Trade Area ASEAN Association of South East Asia Nations APEC Asia Pacific Economic Cooperation FOC Free of Charge FDI Foreign Direct Investment GDP Gross Domestic Products GDS Global Distribution System GOP Gross Operating Profit ISO International Standard Organization NA Not Available ODA Official Development Assistance SWOT Strengths, Weaknesses, Opportunities and Threats TA’s Travel Agencies WTO World Trade Organizati [...]... factor .35 2.1.5 2.2 Geographical factor .31 Cultural factor 36 Micro environment 37 2.2.1 2.2.2 Tourism development 39 2.2.3 Visitors to Lam Dong of the past several years 40 2.2.4 2.3 Dalat city, climate, rainfall and distance .37 Quick look at other provinces 41 The group and Hoang Anh Dalat Resort 45 2.3.1 Introduction to Hoang Anh. .. Phillip Kotler Tourism marketing is managerial philosophy by which researching, forecasting, selecting based on travelers’ demand can introduce suitable tourism products and services to the market in order to gain profit for that tourism organization Defined by World Tourism Organization Tourism marketing is a series of methods and techniques supported by special spirit and methodical manner to satisfy... smelt, felt or physical touch before buying Before stepping into an airplane or a bus, customers have nothing but just an airline paper ticket with a promise of good quality transport of you to your destination Sales staff of a hotel cannot carry the hotel room with him or her to show it to customers but they sell the right to use that room within a certain period When the customers leave, they will... market E= top end price in the market We definitely have to communicate information of our products and services to target customers who of course cannot be aware of if no communication is made since we know well that customers will not go to knock our company door to buy product Here the company needs to use variety method to communicate with customers such as multimedia, advertising, sales force, promotion... company wants to advertise its name or product brand name, the message content, for whom, when and where? What is the budget? By what mean or media? For tourism, we advertise to draw attention of current or potential customers, to 28 introduce new product or program, or to remind and convince them to come back to use our product or to build our brand name Besides advertising, one of the methods to convey... balance volume of sales by managing price and units of products sold to maximize revenue and maintain the market 26 In order to obtain objectives, a company should have effective tools to communicate information to current and potential customers Products can be introduced directly to them by face -to- face, sales force, personal selling, customer service center, distribution center, advertising, promotion,... through which customers satisfying and bring profit to our company to achieve objectives The product customer buy is exactly what they want and be ready to pay This is the most important factor Matching What a customer wants Product we sell Concerning service products such as consultation, banking, insurance, tourism and transportation, marketing for these services is nearly the same of marketing physical... willing to introduce this hotel to his friends, colleagues, relatives or family members to use, on the contrary if he is not happy with the hotel service he will surely talk badly to the others to spoilt our image Consequently he will never come back to use this hotel For all what we do is with the objectives to distribute our product, service to customers at the right time and right place to satisfy... 23 well developed buying patterns with customer loyalty In order to avoid to be declined from this stage, company does its best to maintain the volume of sales and starts to research and develop new ideas and products to continue its business It appears that the customers are tired of this product and turn away to find other product for substitution In this period, not many products are sold, volume... to satisfy profitably that is central to marketing management As we have already said, managing the marketing mix involves the use of the tools and techniques of marketing Thus, in order for the matching process t take place, we need information External and internal marketing information flows (market research) and database management in the following chapter Marketing mix consists of four basic elements . am grateful to the Management Board of Hoang Anh Gia Lai Group and Hoang Anh Dalat Resort, my classmate, colleagues and my beloved family members for providing me with time release to pursuit. 2.2.2 Tourism development 39 2.2.3 Visitors to Lam Dong of the past several years 40 2.2.4 Quick look at other provinces 41 2.3 The group and Hoang Anh Dalat Resort 45 2.3.1 Introduction to Hoang. REVIEW 1.1 Marketing and tourism concept 9 1.2 The roles of marketing in business 10 1.3 The marketing environment 11 1.4 Customer wants 13 1.5 Marketing mix 15 1.5.1 Elements of marketing