báo cáo thực tập tốt nghiệp tiếng anh INTERNSHIP COMPANYINSTITUTION stella maris nha trang hotel

Chapter 2: Marketing activities of Stella Maris Nha Trang Hotel.. Chapter 3: Direct marketing strategy for organizational customers for StellaMaris Nha Trang Hotel.. Literature review...

GRADUATE INTERNSHIP REPORT

INTERNSHIP COMPANY/INSTITUTION: Stella Maris Nha Trang Hotel

Address: 57 Tue Tinh str., Nha Trang City, Viet Nam

Supervisor: PhD Nham Phong TuanStudent’s full name: Nguyen Ngoc AnStudent’s ID: 11071055

Major: International BusinessClass: IB2012B

Hanoi, March 2016

“Vietnam – Timeless charm” is the slogan of Vietnam tourism, which iseasily seen in every travelling destination of Vietnam The booming of tourism ofboth foreigners and local people promotes the remarkable growth of not onlyworldwide tourism, but also Vietnam travelling The natural resources in Vietnamdetermine the potential of tourism and make that industry become a key role ofVietnamese economic development

In tourism industry, one of the most important factors is hospitality Hotelbusiness activities provide huge benefits to Vietnam tourism and increase the value

of tourist products The appearance of hotel is inevitable due to tourismdevelopment It leads to the fierce competition among hotels to attract customers.Therefore, the success of a hotel depends considerably on the effectiveness ofmarketing programs implemented for the hotel services

During six-week internship in Stella Maris Nha Trang Hotel in term ofmarketing, I got experiences and lessons, which helps me complete my tactics ofmarketing needed for my future career The report is written to describe myinternship process and results Also, it includes my suggestion for direct marketingstrategy of organizational customers for the hotel

The content of report consists of 3 parts:

Chapter 1: Overview of Stella Maris Nha Trang Hotel

Chapter 2: Marketing activities of Stella Maris Nha Trang Hotel

Chapter 3: Direct marketing strategy for organizational customers for StellaMaris Nha Trang Hotel

I would like to show my appreciation to the enthusiastic support of PhD.Nham Phong Tuan for helping me complete the internship report; the hotelemployees for giving me good conditions in a whole internship period

Nguyen Ngoc An

Table 1: Revenue of hotel rooms 2014-2015

Table 2: Arrivals by nationalities in 2015

Table 3: Hotel room prices

Table of Contents

ACKNOWLEDGEMENT 1

LIST OF FIGURES 3

LIST OF TABLES 3

CHAPTER 1: OVERVIEW OF STELLA MARIS NHA TRANG HOTEL 6

1 History and development 6

1.1 Company name and location 6

1.2 History and development 6

2 Organizational structure and Management 7

2.1 Organizational structure 7

2.2 Department function 7

3 Services 9

4 Business capabilities 9

4.1 Employees 9

4.2 Facilities 10

5 Business results 13

6 Strengths and weaknesses 15

6.1 Strengths 15

6.2 Weaknesses 16

CHAPTER 2: ACTIVITIES OF SALES – MARKETING DEPARTMENT IN STELLA MARIS NHA TRANG HOTEL 17

1 Literature review 17

1.1 Definition and function of Marketing in tourism 17

2.1 Characteristics of tourism marketing 18

2.2 Direct marketing in hotel business activities 21

1.4 Characteristics of organizational customers in hotel business activities 21

2 Activities of Sale – Marketing Department in Stella Maris Nha Trang Hotel 25

2.1 Department structure 25

2.2 Position functions 26

2.3 Marketing activities of Stella Maris Nha Trang Hotel 27

2.4 Role of organizational customers in Stella Maris Nha Trang Hotel 29

CHAPTER 3: DIRECT MARKETING PLANS FOR ORGANIZATIONAL CUSTOMERS OF STELLA MARIS NHA TRANG HOTEL 30

1 Environmental analysis 30

1.1 External environment 30

1.2 Internal environment 31

2 Direct marketing plans for organizational customers of Stella Maris Nha Trang Hotel 33

2.1 Objectives 33

2.2 Target segment 34

2.3 Direct marketing strategy 36

2.4 Evaluation 38

3 Implementation of direct marketing tools for Stella Maris Nha Trang Hotel 40

3.1 Catalogue 40

3.2 Direct mail 42

3.3 Other tools 43

4 Conclusion 44

Schedule of the graduate internship 46

Graduate Internship Evaluation (for Supervisor) 47

REFERENCES 48

CHAPTER 1: OVERVIEW OF STELLA MARIS NHA TRANG HOTEL

1 History and development

1.1 Company name and location

Name: Stella Maris Nha Trang Hotel

Address: 57 Tue Tinh str., Nha Trang City, Viet Nam

Tel: (+84-58) 3528 518

Email: sales@stellamarisnhatranghotel.com

Website: http://stellamarisnhatranghotel.com

1.2 History and development

Stella Maris Nha Trang Hotel is a four-star hotel, which is located in the heart

of the coastal city of Nha Trang They always commit to bring differentiation andsatisfaction to customers with high quality and various services in order to maketheir customers’ vacation memorable

Although it has been established for not a long time, Stella Maris Nha TrangHotel has approved itself to be a high-end hotel with professional and proactiveemployees; modern facilities and innovative management style Therefore, it isobvious that Stella Maris Nha Trang Hotel has achieved impressive results for itsfirst period of operation

Being a new comer of hotel market in Nha Trang has caused many challengesfor Stella Maris Nha Trang Hotel However, the hotel has gained customerawareness and royal customers thanks to the effective management of generalmanagers and professional employees These are reasons why the quantity ofcustomers coming to the hotel has grown recently

Stella Maris Nha Trang Hotel is next to shopping and lively nightlife area and isjust one block from beautiful beach Also, it offers international standard 4 star with

98 various types of rooms to meet all needs of customers; 2 restaurants which areable to accommodate over 200 guests; an outdoor pool bar that brings customers aviews across the city and the beautiful coastline of Nha Trang; conference rooms,

gym with modern equipment, the Spa, tour desk combined with transportation.These help the hotel to be considered as an ideal place for customers to have awonderful Nha Trang vacation.

2 Organizational structure and Management

2.1 Organizational structure

Structure of an organization is a coordinating and interactive form of allfacilities and employees to ensure that all resources are utilized effectively to reachthe target Like other hotels, Stella Maris Nha Trang Hotel chooses a model thatdivides the hotel into different departments with certain job assignment

Figure 1: Stella Maris Nha Trang Hotel organizational structure

(Source: Stella Maris Nha Trang Hotel)

- Sale & Marketing: They make market research that is used to conduct effectivebusiness strategy and advertisement in order to attract many kinds of customers.Also, they cooperate with other hotels and tourist agents in both domestic andforeign market by signing contract with them Consulting business strategy andbusiness operation with Deputy General Manager to maximize all capabilities andminimize the weaknesses

- Public relation: This department maintains the good relationship with customers

to create loyal customers for the hotel

- Human resources: They manage and analyze the workforce; recruit employees;pay salary; ensure the quantity of staff enough to operate business

- Accounting & Finance: This department includes cashier in the reception,restaurant, coffee lounge and bar; accountants for receivables or expenses; auditors;and so on They are accountable for managing capitals; invoices, cash inflow andcash outflow carefully

- Front office: They manage booking and payment of accommodation forcustomers Also, they cooperate with other departments to examine the availableroom condition, booking profile of customers; solve problems related to servicesfrom customers; provide information required by customers

- House keeping: They are responsible for the room cleanliness that is required tomeet the hotel standard in a certain period They have to examine the properties thatcustomers used or lost in the room when they check out in order to address to thefront office They also clean the work office and public locations in the hotel

- Fitness center: They provide spa and gym services to customers

- Food & Beverage department: They cooperate with other departments such asfront office, sale & marketing to understand the taste of customers for food anddrink so as to serve them well.

- Purchasing: They buy materials for the hotel and ensure all inputs are highquality and sufficient

- Security: They protect the properties of the hotel as well as ensure the safety ofcustomers and employees

- Engineering: They are skilled workers who are able to fix quickly any problemshappened with the facilities and do the maintenance for them

- Kitchen: They are accountable for the quality of food and drinks

- Serve food and drinks via bars and restaurants, which provide various kinds ofdishes and beverages

- Offer gym & spa services with fully equipped rooms and skilled employees

4 Business capabilities

4.1 Employees

Because hotel services have specific characteristics, the workforce requires tooperate the hotel is huge and must work 24/7 Therefore, there are characteristics ofhotel staff as the following:

- The proportion of female employees is high due to services products

- High job specialization makes the hotel difficult to replace employees

- Working time depend on the consumption of customers

- Power of work is fluctuated and seasonal; various and complicated.

- Front-stage employees are young, good-looking and professional

- Stable salary is paid for employees

- Working time is divided mainly into 3 shifts

The recruitment process of the hotel is made carefully so as to employ goodstaff for the hotel After the profile is examined, the candidates whose selectedresumes are called for interview The language in the interview depends on thedepartments and positions Board of examiners includes human resourcesdepartment, head of the department that the candidates want to work for Selectedcandidates join internship before becoming the official employees of the hotel.The staff of Stella Maris Nha Trang Hotel is able to speak foreign languagesfluently such as English, Chinese, Japanese, and so on They have to take the annuallanguage tests and specification exams Also, the hotel holds an annual individualmeeting in which the employees can suggest their ideas to the managers and givefeedbacks from them There is a New Year Party, which is held annually for allemployees as the recognition of the General Manager to their hard working

4.2 Facilities

 Swimming Pool

There is a outdoor swimming pool which is located on the 10th floor of thehotel It has a unique and modern design, which makes customers not only enjoyfresh water and panoramic view of Nha Trang Bay, but also refresh yourselves withlight snacks and cocktails offered by the bar in the same location This place isperfect for all social and business meeting

 Gym & Spa

It is located in the 3rd floor of the hotel The gym center opens daily at 6.30 inthe morning and closes at 10 in the evening The gym room is furnished withmodern facilities There is also coach in the gym However, the spa providesservices from 9 a.m to 10 p.m every day It serves customers with various kinds ofmassages such as Shiatsu massage of Japanese, Vietnamese traditional massage

 Bar & Restaurant

There are 2 bars and 2 restaurants in the hotel

- Lobby lounge: It is located in the lobby area in the ground floor The Lobby Bar

is an ideal venue for travelers and business people to meet, socialize and relax in amodern atmosphere It opens from 7 in the morning to 10 in the evening

- Sky Pool Bar: It is located on the 10th floor Customers can enjoy snacks anddrinks as well as see the view of Nha Trang Bay Live music is performed at theweekends

- Octopus: The restaurant is located on the 2nd floor It serves buffet for breakfastfrom 6 a.m to 9 a.m European, Asian and À la carte menu is provided for lunchfrom 11 a.m to 2 p.m; for dinner from 6.30 p.m to 10.30 p.m Its capacity is 250guests

- VIP room: This room is used up to 50 guests with theatre design style It issuitable for family events and birthday party

Conference hall

- Liberty: The hall is served only for meeting conferences, wedding parties andreview ceremonies It is located on the 10th floor The operation time depends oncustomers’ request and its capacity is 200 guests

- Deluxe rooms: Room size is from 40 m2 Each room is elegantly styled withdark wood furnishing Features flat-screen TV, minibar & safe, individuallycontrolled air-conditioned system All Junior Deluxe Rooms have windows andexude an atmosphere of relaxed elegance

- Executive rooms: They are located on high floors The 45sqm Executive roomsbring convenience and comfort to guests entering the private balcony With high-speed in-room Internet access as well as the oversized writing desk, and multi-function phone with two IDD phone lines, Executive is an ideal businessaccommodation.

- Suite rooms: They are elegant in 65 m2 to cater both business and leisuretravelers Guests can enjoy king-sized bed amidst our luxury and stylist décor All

of Suite rooms offer private balcony where customers can delight in splendid scenicviews of Nha Trang

- President Suite: It provides guests with luxury and comforts in space of 90 m2.Featuring a separate lounge area and spacious bedrooms where you can work ormeet your partners while travelling Besides, there is one kitchen with dining tablethat offers customers to cook their own delicious creations for their beloved ones,sipping wine and relaxing

Amenities in all rooms:

- Coffee & Tea

- Flower & Fruit Daily

- Private Safety Deposit Box

- Electronic Door Lock

in 2015 is lower than the revenue in 2014 It might be caused by the depression ofeconomy, which makes customers save more money instead of spending However,the business performance of the hotel in 2015 is still more than 50% In particular,the 2015 revenue accounts for nearly 90% of 2014 results, which means thebusiness activities of the hotel are excellent during poor economic period

ORD NATIONALITIES ARRIVALS

STAYING DATES

AVR STAYING DATES

a huge amount of Russian visitors Although the number of Vietnamese peoplestaying in the hotel is higher than Russian’s one, the staying dates and the averagedays of staying of Russian is considerably longer than Vietnamese figure Inparticular, it is 3 times higher and average figure is nearly 5 times longer These arethings that the hotel needs to consider to adjust its business strategy appropriately.

6 Strengths and weaknesses

6.1 Strengths

- Employees are skilled and professional They are enthusiastic in working andwilling to learn new things

- Elegant design of hotel rooms with modern facilities

- Ideal location of the hotel with Nha Trang panoramic view

CHAPTER 2: ACTIVITIES OF SALES – MARKETING DEPARTMENT IN STELLA MARIS NHA TRANG HOTEL

There is also another definition by Ray Freeman & Kelley Glazer It is definedthat “Marketing in the tourism and hospitality industry requires an understanding ofthe differences between marketing goods and marketing services To be successful

in tourism marketing, organizations need to understand the unique characteristics oftheir tourism experiences, the motivations and behaviors of travelling consumers,and the fundamental differences between marketing goods and services”

Therefore, it might be summarized that marketing tourism is a branch ofmarketing It is applied specifically for tourism agencies

1.1.2 Function

Because marketing in the tourism is a part of marketing as a whole, it has fourmain functions However, each function is determined specifically for a tourismcompany

 Adaptation

To ensure the products and services of the company to be caught up with thecustomer demands, market trends, marketing activities need to complete tasks as thefollowing:

- Build an information system to supply immediately needed data about thechanges of customer behaviors in terms of tourism products and services in the

market, the supply chain of that tourism products and their future development inorder to make the company and its services adaptable to the market.

- Orient the customer behaviors and expenses proportion of the consumers based

on the global consuming trends by researches and new products

 Distribution

This function is to assure the tourism products and services to be delivered tofinal consumers Because of tourism and hospitality characteristics, distributionfunction is shown as the following:

- The distribution of tourism services or in other word, the authority to use theseservices is performed mainly by exclusive agencies, tourist companies andintermediaries They are typical firms in the tourism industry to ensure tourismservices to be delivered to customers

- In tourism, short distribution channels are used and the services are perishable.There is not the services movement as tangible products

 Selling

- It includes all marketing activities related to transactions between company andcustomer in the market They are performed with price elasticity identification,discount program, payment criteria for customers

 Support

- Marketing chooses communications channels to advertise services of thecompany as well as increases brand awareness for customers about their servicesofferings

2.1 Characteristics of tourism marketing

There are certain differences of marketing activities between tangible productsand intangible ones because of the characteristics of tourism and its products Theyare the following:

 Paying attention on making tourism products more tangible

The origin of tourism products is services or intangible Customers are not able

to see, touch and try before they decide to use these products However, customers

can see tangible factors related to tourism services Thus, the buying decision isrelied on these elements as well as they affect the quality and suitability of products

in the view of customers Tourism marketing needs to focus on these factors Theyare mentioned as the following:

- Physical evidences: It consists of design, facilities, decorations, logo and so on.They are used to affect the selection, expectation, satisfaction and consumingbehaviors of customers

- Price: It may create trust of customers on the products or services It alsoincreases or decreases the expectations of buyers these offerings For instance, theperceived values of the hotel services decrease on the customers’ perspectives due

to low price Nevertheless, if the hotel charges them high price, it will be considered

as an offensive behavior from the hotel because they think that they are not treatedwell and it may lead to the brand switching from customers

- Communications: This factor in tourism and hospitality industry is considered

as a promise of the services company and a source of increasing perceived valuesfrom customers Thus, the messages and communications channels selected mustencourage positive words of mouth about the services of that company as well asreduce the abstraction of advertising and increase the belief of customers as theywatch them

- Customers: Current consumers of the company will give signals for potentialcustomers The quantity, appearance and behaviors of current customers will affectthe recognition and imagination of services that will be offered for them

 People considered as the fifth P of marketing mix of services companies

- Services are performed by coordination among people, which affectsconsiderably the quality of services offered to customers Thus, apart from 4Psappeared normally on marketing mix of tangible products, services marketers have

to focus on employees, especially front stage staff who directly encountercustomers

 Focusing on word of mouth and emotional messages

- Intangible characteristic of services creates difficulties for both companies andcustomers For buyers, they cannot see, touch or try before purchasing, whichmakes them feel risky As the result, the buying decision of customers is based onthe review of people who used before as well as their emotion when they goshopping is an influence on their purchasing process For enterprises, thischaracteristic of services challenges them to execute successful advertisingcampaign These explain why word of mouth and emotional messages created forthe services play an important role of conducting effective marketing andadvertising plans.

 Augmented activities performed in off-peak season

- The seasonal characteristic of tourism and hospitality industry is also anobstacle for companies Travelling is non-essential demand because of some variousreasons Therefore, the hotel operation time is divided into 2 seasons; peak periodand off-peak one The peak season prefers to the number of customers is high andthe used capacity is usually higher than 70 percent or may be overloaded However,the rate is dramatically low in off-peak season The hotel cannot store theirofferings or stop its operation, which means marketing campaigns of both tourismcompanies and hotels assure enough customers to reduce overloading in peak periodand increase using capacity of the hotel in off-peak season

 Paying attention on intermediaries

- Instead of physical distributions, intermediaries including travel agencies cancooperate with tourism companies to offer lump-sum tours These tours provideservices of picking up customers from their home to the travel destinations, helpingguests enjoy the trips and bringing them back home Besides, the intangibility oftourism services makes customer difficult to determine prices and quality So,intermediaries play an important role in purchasing decision of customers Tourismmarketers must consider tourism intermediaries as a crucial part of the marketingstrategy

 Appreciating the cooperation in tourism marketing

- Tourism products are combination of many industries To provide completedservices requiring a tight cooperation among companies in both each stage ofproduction and launching products to the market An effective marketingcooperation brings benefits not only for enterprises but also customers

2.2 Direct marketing in hotel business activities

2.2.1 Definition

According to Phillip Kotler, direct marketing is an interactive marketing systemthat uses one or more advertising media to affect a measurable response and/ortransaction at any location (Marketing Management, 13th Edition, Philip Kotler andKevin Lane Keller)

2.2.2 Advantages

Using direct marketing makes both companies and customers beneficial

 For customers

- Being more convenient and less troublesome for customers

- Saving time for customers

- Making customers active to choose products with catalogue, advertising letters

 For companies

- Selecting more potential customers

- Product information delivered to interested customers

- Allowing tests of various media plans and messages to find the best ones

- Assuring the privacy of the company’s marketing campaigns because competitorsare not able to see the details of that strategy

- Marketers are capable of measuring the effectiveness of campaign through results

- Consumer market: It consists of people buying products and services to satisfytheir needs and the family’s ones.

- Industrial market: It includes two minor classifications as the following:

+ Reseller market: individuals and organizations purchase goods and services

on the purpose of reselling to the third parties in order to get profits

+ Producer market: individuals and organizations purchase goods and services

on the purpose of producing other goods so as to supply or resell to the third parties.+ Government market: customers purchase goods and services to supportgovernance and public services

In tourism industry, its market is a combination of current and potential buyerspurchasing tourism products

- Reseller market: It includes tourism companies, tourism agencies, etc They buyproducts from tour services enterprises, hotels, restaurants, logistics firms to providesingle or full-packed services

- Producer market: Tourist services companies are in that market They buy singleproducts from accommodation providers, restaurants, and entertainment companies.Then, they coordinate these things into a completed tour and offer to tourismcompanies and customers

- Government market: It consists of organizations purchasing tourism productsfrom travel agencies for different using purposes

In summary, market of tourism is various and abundant Characteristics andpurposes are parts of criteria of market classification However, it still helpsmanagers find potential segmentation that is appropriate for organizational structureand marketing activities success

1.4.2 Characteristics of organizational customers

The characteristics of tourism and hospitality differentiate purchasing behavior

of not only organizational customers and consuming ones in that industry, but alsoindustrial ones of tourism and those of other industries

- In hotel business activities, organizational customers are various They might betravel agencies, event holders, state-owned companies or organizations and so on.Their needs are accommodation for the holiday Because of tourism characteristics,the services are not moved so that organizational customers of popular places can beboth domestic people and foreign ones

- The number of customers is small, but their purchasing capability is huge Thequantity of rooms booked by organizational customers is normally big and it is evenhigher than the hotel capacity For travel agencies and event holders, it is not alwaystrue because their demand is high and stable for hotels that are located in well-known travel destination

- Industrial customers are professional buyers It is shown on the way they choosetheir suppliers, transaction methods and signing contract They consider carefullythe services quality, contract terms and compensations due to the intangibility andperishability of tourism products

- The seasonality of tourism services and hospitality makes the demand oforganizational customers inelastic, but strong fluctuated In peak season, pre-booking rooms is high, but it is low when there are events affecting the rate or inoff-peak season In order to assure the full capacity of hotel to be used, hotelsusually offer high commissions for travel agencies or intermediaries in off-peakperiod

1.4.3 Purchasing process of organizational customers

According to Kotler (1997) and Vitale et al (2010), the process is divided into 4stages including 8 steps as the following

Figure 2: Buying process in business market

(Source: Vitale et al., 2010, p 58-60.) For any organizational customers, they always go through 8 stagesaforementioned However, it is not obligated for all circumstances for someaccepted reasons The purpose of buying products, the relationship betweensuppliers and customers may be caused to leave some steps in the process.Therefore, it is crucial for marketers to identify who their customers are, what thecustomers’ purchasing purposes are, where their customers are in the buyingdecision process in order to be successful with the marketing campaigns

1.4.4 Factors affecting purchasing decisions of organizational customers.

 Economics

This element is always considered first by industrial customers Apart fromgovernment, non – profit organizations, other remaining customer groups areinfluenced directly on their buying decisions with new economic regulations, politicsituations and competitions

Delevering solution stage

Decide/ buy ( make final choice and order routine)

Delevering solution stage Decide/ buy ( make final choice and order routine)

Endgame

Actual use Post-purchase evaluation

Endgame Actual use Post-purchase evaluation