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Đây là chiến lược marketing bằng tiếng anh mà mình làm cho Hoi An Beach Resort Nội dung cụ thể sẽ bao gồm : Giới thiệu, đối thủ, phân tích SWOT, Đề xuất chiến lược, khách hàng mục tiêu, ngân sách Tourism has become common needs of most strata of society. These promotion activities, promote tourism development has made dramatic changes in the tourism industry, tourists from aboard to Vietnam and more. Besides, locaol tourists come mainly from the need for travel, busimess, entertainment, … also significantly increased. Many hotel group world’s major investment intoVietnam like Sofitel, Park Hyatt, Inter Continental, Sheraton, … has created a large play ground, and aggressive than ever. Thus, the imposition of a marketing strategy is an extremely important task in the current period and future of the Hoi An beach resort. That is the main reason for the author selected research topics “Proposing Sales and Marketing plan for Hoi An beach resort” to help this resort can promote all of it’s strength before the end of competitive pressure strength from it fierrce rivals from home and abroad.
HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 INTRODUCTION Tourism has become common needs of most strata of society These promotion activities, promote tourism development has made dramatic changes in the tourism industry, tourists from aboard to Vietnam and more Besides, locaol tourists come mainly from the need for travel, busimess, entertainment, … also significantly increased Many hotel group world’s major investment intoVietnam like Sofitel, Park Hyatt, Inter Continental, Sheraton, … has created a large play ground, and aggressive than ever Thus, the imposition of a marketing strategy is an extremely important task in the current period and future of the Hoi An beach resort That is the main reason for the author selected research topics “Proposing Sales and Marketing plan for Hoi An beach resort” to help this resort can promote all of it’s strength before the end of competitive pressure strength from it fierrce rivals from home and abroad HOI AN BEACH RESORT SALES AND MARKETING PLAN Page HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 CONTENTS I/ Introduction about Hoi An Beach Resort: History of formation and development: .3 Business situation: a) Organization structure: b) Resort’s facility: .4 Hoi An Beach Resort Marketing Situation analysis: II/Marketing Strategy: An overview of competing area: Competitive analysis of each competitor: Competitive analysis of hotel: Forecast of future market conditions: .10 Plans relating to specific marketing strategies and budget: 12 Selection of measurement and evaluation tools: HOI AN BEACH RESORT SALES AND MARKETING PLAN Page HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 I/ Introduction about Hoi An Beach Resort: History of formation & development: Historic Hoi An has become a flourishing commercial port town, renowned for its gracious hospitality Four km from the town's ancient quarter, in between De Vong river and Cua Dai beach, is Hoi An Beach Resort – "An Oasis of Peace Where The River Meets The Ocean" One of the most established beach resorts in Hoi An, this hotel lives up to its fine reputation The resort is invested by Hoi An tourist joint stock company and came into operation in 2000 + Location: 35 kilometers from Danang International airport kilometers to Ancient Town Business situation: a) Organization Structure: DIRECTOR C.E.O secretary Sale Front House & Office Keeping Marketing F&B Human Safe & Financ Resouce Security e s HOI AN BEACH RESORT SALES AND MARKETING PLAN Maintenance & Engineering Page HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 b) Resort’s facility: Accommodation consists of 121 luxurious deluxe and Grand Deluxe rooms in which there are 48 rooms surrounded by the garden, 44 rooms have small garden with river views and large suites all of which evoke a traditional Vietnamese village style Riverview Suite features a living room, two bathrooms, a mini-kitchen, and balcony The well-appointed rooms include balconies with views across manicured gardens, beach, river and lush paddy fields Enjoy snacks or salads at the resort's breezy Sunshine Bar or relish a peaceful meal on River Breeze Restaurant's waterfront balcony Spectacular seafood barbecue parties are held on the nearby beach, and cooking classes are offered to demonstrate the intricacy of Vietnamese food preparation Wide-ranging facilities include two swimming pools, children's playground, tour desk, beauty salon, fitness centre, and variety of sports equipment for hire The resort's conference room includes slides and an overhead projector, LCD TVs A visit to Waterlily Spa is sure to help guests unwind after a jam-packed day exploring The spa, based on ancient Vietnamese practices (also known as Au Lac), uses herbal healing power to leave clients feeling invigorated One of the most established beach resorts in Hoi An, this hotel lives up to its fine reputation Hoi An Beach Resort Marketing Situation analysis: a) The vision and mission - Vision: "The choice of trust" - Mission: The mission of Hoi An Beach Resort is to create the highest value for the customer and employee concentrations HOI AN BEACH RESORT SALES AND MARKETING PLAN Page HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 b) Bussiness goal: Hoi An Beach Resort frequently renew and sustainably develop to become the premier service provider in Hoi An and the region, aim at human factors, fostering and exploiting the capabilities of the resources the most effective, gradually establish corporate culture, contribute to build and enhance the brand image of Hoi An Beach Resort on the market c) Target Marketing: Providing international quality resort to domestic customers and international d) The orientation Resort: - Developing sustainably and agreeably the strategic of the unit - Exploiting effectively the potential advantages of natural resources, focusing on the key to attract guests and longer stays - Developing of new products suitable for many places than objects - Develop and promote the brand of scale and more widely on the international market - Conserving, constructing and developing sustainably the environment and tourism resources - Promoting the traditional and ethnic beauty of the local population - Organizing more and greater major holidays of the year II/Marketing strategy: An overview of competing area: Hoi An is an old town down the Thu Bon River, on the coastal plain of Quang Nam Province, about 30 km south of Da Nang City Hoi An used to be known on the international market with many different names such as Lam Ap, Faifo, Hoai Pho and Hoi An HOI AN BEACH RESORT SALES AND MARKETING PLAN Page HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 Hoi An has a lot of rivers, arroyos, mangrove palm forest, waterfront, All of them is beautiful river landscape.Hoi An is forming three distinct types of ecological landscapes: high mountains in the West, midlands in the Center and coastal plain It’s coast reach 7km with many nice beaches Hoi An ancient town is one of the World Heritage recognized by UNESCO at 4/12/1999 Until 2006, the hotel & resort business market have become an active market, most of competitor of Hoi An Beach Resort implemented flexible business strategy, improved quality of service, changed price strategy, increased advertising through websites , travel agents, to attract more guest Now, there are many resorts by the sea or rivers in Hoi An such as: Hoi An riverside Resort, Hoi An beach Resort, River Beach Resort, Hoi An Trails Resort, According to the MPC Hoi An (Quang Nam), as of 6/30/2014, Hoi An has 193 organizations and individual business establishments stay with 203, total 4967 rooms room accommodation types (excluding the communes of Tan Hiep Island ), including 4-star standard rooms or more accounted for 1,898 rooms, star standard with 956 rooms, the rest are standard rooms 1-2 star and motels, tourist villa Besides, thousands of types of room accommodation is also building, expected by 2015 will increase the total number of rooms available for visitors is 6393 rooms Competitive analysis of each competitor: Competitors Name Strengths Victoria Hoi An Beach +Private Beach Resort & Spa +Low cost +High quality of service +French, Japanese & Vietnamese style +Food for vegetarian +3 languages in use Hoi An Ancient House +The highest value level Village Resort & Spa in this area +Proffessional staff +Vietnamese traditional facility style +Beautiful grass and pool HOI AN BEACH RESORT SALES AND MARKETING PLAN Weeknesses + Limited room options type + the wifi signal oftens weak +Far away from ancient town +2 languages in use Page HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 Hoi An Silk Resort & Spa Marina +Great breakfast +Hard-to-find locations +Vietnamese food + Ideally located +3 languages in use +Room & Service for people with disabilities +Jacuzzi & hot bath +diet menu Anantara Hoi An Resort + Designed with French, +2 languages in use Dutch, Chinese and Japanese influences + Ideally located +Staff is very helpful & friendly +The room is bigger than the others Hoi An Historic Hotel + Ideally located + No undercover parking +4 languages in use +Limousine car for rent +Children service +Library Competitive analysis of hotel: (SWOT) a) Strengths analysis: Hoi An Beach Resort is one of the first stars resort in Hoi An This is member of Hoi An travel joint-stock company Thank to units business system, Hoi An Beach Resort have advantaged in shared management experience and guest situation Obviously, History of formation & development of Hoi An Beach Resort is more longer than the others So, it can lay up more experience in this major The highly appreciated location – Which is not only by the sea but also the river So that Hoi An Beach Resort have unique growth potential Specially, it can provide more services for satisfy guests A grand scale, modern facility: Total of areas is over and include 122 rooms, outside swimming pools, a tennis court, conference rooms and restaurant independently It’s also have modern facility for water sports HOI AN BEACH RESORT SALES AND MARKETING PLAN Page HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 Experience staff: Managers have a lot of experience and high background in the hospitality industry Most of staff have high level, enthusiastic, friendly Brand of Hoi An Beach Resort is going up b) Weeknesses: + Resort Facility has not reached international standards: Although Hoi An Beach Resort invested heavily in equipment for each room, the impact of the climate & beach have an bad influence on it To maintain the model tradition houses, the modern equipment isn’t used +The professionalism of the service isn’t high: The Hoi An Beach Resort has various service but it’s service is still not professional – showing at services provision process and guests relation such as: guest have to wait too long, some staff still not control their attitude, +Human resources have some limitations point: Languages skill or technology skill of staff still limited c) Oppotunities: Vietnam is a country with great potential for tourism development : a lot of landscape Vietnam is a country which has much rich potential tourism with a lot of beautiful and varied natural landscapes throughout all the country Thanks to that, it has been attracting a great number of tourists Moreover, there were many miraculous struggles that left magnanimous marks in Vietnam's history which appeal people who want to study about our history In particular, Vietnamese people have the tradition of hospitality This is one of the factors causing excitement for visitors At the present, the Party and State of Vietnam is always interested in creating an open environment of investment as well as favorable conditions to encourage the economic sectors in investing in the tourism field fairly and squarely The Party and State have been interested in developing economic and social infrastructure, especially transport infrastructure, communication, tourism, recreation, culture, .This interest creates necessary conditions to develop tourism HOI AN BEACH RESORT SALES AND MARKETING PLAN Page HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 The competition in the integration is an opportunity for business enterprises in the tourism sector to strongly assert and improve themselves and help them have higher sense of responsibility to improve service quality and diversification of tourism products to meet the needs of domestic and international markets International economic integration is also a chance for Vietnam to access other countries all over the world about human resources training of tourism at international level and meet the requirements of the domestic market and keep up with international level on tourism better Political situation continued unstable in Thailand, terrorism in India, Indonesia Tourists will tend to travel more to Vietnam if we have a reasonable stimulus policy The year 2009 is the one we hosted the international tourism fairs ATF Hanoi This is a good opportunity to promote Vietnam tourism Moreover, due to the economic crisis, a large number of workers who lost their jobs take advantage of this time to travel d) Threaten: H5N1 influenza, foot and mouth disease cause difficulties for the tourism industry and hotels across the country Some provinces in Vietnam still have to suffer these diseases which can spread to other areas This has made foreign tourists afraid when choosing Vietnam as a destination Safety is one of the most important criteria when traveling by European tourists, especially those are in the target market of the resort The increasing of number of luxury resorts in Hoi An makes competition becomes fiercer The competitors are Hoi An Riverside Resort, Hoi An Beach Resort, River Beach Resort, Hoi An Trails Resort These competitors are are also full of modern and luxurious facilities and competitive advantages of their own compared to Hoi An Beach Resort The construction of more and more luxury resorts in Hoi An also means that shortage of labour who are experienced and skilled, especially in the short term So HOI AN BEACH RESORT SALES AND MARKETING PLAN Page HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 employees of Hoi An Beach Resort can be attracted to places where offer higher wages and better working conditions Forecast of future market conditions: a Task enviroment: Customers & competitors: As assessed by the travel company, the number of tourists to Hoi An increase of 23.59% average over the years In 2014, Hoi An welcomed 2.81 million foreign visitors Just three international visitors to Vietnam, Hoi An is a selected first stopover This has created favorable conditions for investment in real estate development in the resort area A series of projects of real estate investment property is built and offered to the market in recent times is a testament to the warming of this product line According to real estate experts, real estate and resort will be one of the attractive investment channel in the next years Moreover, Association of Real Estate Viet Nam (VNREA) forecast 2016 will be the beginning of real estate back resort in Da Nang, Hoi An to the race of the big real estate mogul, promises to come back and explode in the future Clearly, It’s market will bring not only oppotunities but also threaten The more guests come, the more competitors So, the service will be main element decided success or failure of our resort The total number of tourists to Hoi An in 2015 reached more than million, an increase of 22.43% over the same period Among visitors to Hoi An in the past year, more than 876 thousand visitors have stayed back this city, up to 9.98% over the sam period While international visitors reached 710 thousand, up 11,27% over the same period; more domestic tourists reached 166 thousand, an increase of 4.79% over the same period HOI AN BEACH RESORT SALES AND MARKETING PLAN Page 10 HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 The asean tourist segment tend to more develop than the others Specially, the primarily tourist of Da Nang- Quang Nam are Korean, Chinese, Japanese Therefore, Hoi An Beach Resort should concentrate on Korean, Chinese, Japanese and domestic market It’s will be a perfect target market Distributors: There are many travel agents and websites are opened day by day Specially, the travellers tend to refer in different websites –is one of the cheapest & most convenience way to advertise & sell So, we can sell good & service more convenience and lower cost The General Enviroment: Economic Forces: b Recently, the General Statistics Office announced 7/2016 CPI to rise 0.13% from the previous month Calculated in the first months of this year, the CPI has increased by 2.48% compared with the figure 12/2015 At the conference announced Vietnam's economic report II / 2016 by the Institute for Economic Management Central (CIEM) held on 26/7 in Hanoi, experts also forecast third-quarter CPI / 2016 will be approximately 1.31% Inflation potentially unexpected developments, because from now until the end of 2016 there are many factors expected to put pressure on the CPI, particularly might have complicated coming from exogenous factors such as world markets and climate change (disturbance on the food market), the UK leave the EU , Donald Trump wins presidental election, and endogenous control as the ability of the central bank money supply and aggregate demand fluctuations If the adverse situation, would not rule out the inflation in 2016 exceeded 5% target by the Government The report of The Economist magazine about the situation in Vietnam in 2016 also gave remarks: Pressure Inflation in Vietnam is still hidden in this year.Prices will increase at a slightly faster pace Inflationary pressures from the demand side will also stronger However, the Economist said that the rate of inflation between now and 2018 will be moderate HOI AN BEACH RESORT SALES AND MARKETING PLAN Page 11 HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 Because, the inflation will be moderate so the interest rates will be increase The resort will face high pressure about interest So that, it have to make an effort to reach high performance Technological Forces: Demographic Forces: Political and Legal Forces: After 2020, the rotating labor agreement of ASEAN will be effective So that the resorts will have oppotunities to get high experience empolyees with lower cost It’s also challenge of the old staffs to try to compete their skills State Bank of Vietnam (SBV) has administered interest rates and flexible exchange rates in line with the macroeconomic situation Date 12/31/2015, State Bank of Vietnam issued Decision No 2730 / QD-NHNN dated 04.01.2016 effective from the publication of the central exchange rate of USD and VND with the trading band is + / -3%, under which the central exchange rate is adjusted daily, keep abreast of foreign currency supply and demand in the domestic and international, exchange rate fluctuations have increased the center, has decreased.With the way the new exchange rate, after months, the VND / USD on the market are much lower compared with the end of 2015 and the exchange rate relatively stable HOI AN BEACH RESORT SALES AND MARKETING PLAN Page 12 HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 The exchange rate differences will no longer be a burden for bussiness again Plans relating to specific marketing strategies and budget: To get high performance, we have to set out a clear and specific marketing strategy All of them have to depend on it’s availability Target Marketing: With the explosion of social media, such as Facebook , we’ve been given the opportunity to market the Hoi An Beach Resort in a whole new direction to a new consumer We continue to target international and domestic travelers but, in a variety of new ways • Target marketing key characteristics for Viet Nam domestic guests: +Leisure Traveler: - Families with children, couples, baby boomers, grandparents vacationing with grandchildren Honeymoon +Meetings, conferences purpose for medium corporations +Events: Wedding, party, +Household Income: 500$-2.000$ +Top Activities: - - Shopping Golf and sporting activities Culture Experience : Hoi An ancient town, Kim Bong Carpenter Village, Thanh Ha Ceramic Village, or the area having Champa cultural architecture of Quang Nam, Spa +Average Length of stay: nights +Transportation: Auto, Air • Target marketing key characteristics for International guests: + South East Asian, Western Europe + Leisure Traveler: HOI AN BEACH RESORT SALES AND MARKETING PLAN Page 13 HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 - Families with children, couples, baby boomers, grandparents vacationing with grandchildren Honeymoon +Household Income: 1.500$ - 3.000$ +Top Activities: - - Shopping Golf and sporting activities Culture Experience : Hoi An ancient town, Kim Bong Carpenter Village, Thanh Ha Ceramic Village, or the area having Champa cultural architecture of Quang Nam, Spa +Average Length of stay: nights +Transportation: Air On-property: Activity Contents Time Budget Advertise on Google Adwords is an From:1/1/2017 Google online advertising service 1/1/2018 that allows businesses to have their ads run on Google’s search results page The ads look almost identical to the normal search results, with the only difference being the small word “Ad” in green Google ads will show at the top and bottom of a search results page to 100$ / day =>100*365 = 36.500$ Advertise on + Viet Nam pocketguide – 1/1/2017 bookguide, which is provided for 1/1/2018 magazines tourist in the flights, airports, restaurants, taxi, +free map in the ancient town +rack card in the -> +12.000.000 vnd ~ 600 $ HOI AN BEACH RESORT SALES AND MARKETING PLAN +500$ +1.000$ +22.000.000 vnd Page 14 HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 restaurant and airport + Viettravel magazine Associate to +Connect with some travel agents famous agents: VietNam and websites airlines,Vietjetstar, Saigontourist, Viet travel, to help us sell goods & services They’ll combine with their products to sell +Transportation advertising: taxi pannel, +Discount for distributors in sites: http://www.trivago.vn/ http://www.booking.com/ http://agoda.com http://tripadvisor.com http://traveloka.com http://chudu24.com http://ivivu.com Site Tour Cooperation Conference +From 1/6/2017 to ~1.000$ 1/10/2017 +From 1/1/2017 to +discount 20% per 1/6/2017 total room sold through them +From 1/1/2017 to 1/1/2018 +Visit to Phuket, Thai Lan +In May 4D3N for staffs –Who are high appreciated in their job +Visit to Sapa 4D3N to +In Winter connect staffs together + Invite some famous agents in VietNam come +In June and leisure, use service such as: Lu Hanh Viet, Opentour Group, Hoang Viet Travel, Vietsuntravel, +Invite some magazines, travel blogs come this resort and supply sleeping rooms, F&B, and other service to they can write HOI AN BEACH RESORT SALES AND MARKETING PLAN + 2.000$/year +discount 15% per total room sold through them +120.000.000vnd ~6.000$ +100.000.000 vnd ~5.000$ +200.000.000 vnd ~10.000 $ +100.000.000vnd Page 15 HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 about our resort +In August +Invite the embassy of some country that is our target marketing visit and leisure Training Staff Sports +In May Train staff regularly to get +Each month high knowledge, work together more efficiency & effectiveness Provide some new game +1/1/2017 such as: billiards, table tennis, Golf Packages This packages include sleeping room, f&b, goft service, spa Down price In the off-season, we down in off-season price Gift for guest + Offer guests gift like flower, beakfast, if guest is staying resort +Give happy email or message and give discount for them ~5.000$ +200.000.000 ~10.000$ +5.000.000 /time 60.000.000 vnd ~3.000$ +billiards table: 28.000.000 for each 140.000.000vnd ~7.000$ +table tennis: 10.000.000 for each 100.000.000vnd ~5.000$ In summer and fall From October to 30-40% April +Guest birthday 200.000 vnd for one ~10$ Off Property: Activity Contents Time Attracting investment resources Local Goverment shoul Every season Attract investment resources to complete some essential infrastructure projects such as counseling centers HOI AN BEACH RESORT SALES AND MARKETING PLAN Budget 100.000.000vnd ~5.000$ Page 16 HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 Festival Program Enviroment and support information travelers in the old town, in Cham, tourist port of Cua Dai, parks, beaches coastal bathing in Cam An, Local goverment should maintain The unique festival program such as the festival “Cultural Exchange Hoi An – Japan”,held annually since 2003 in the city of Hoi An Local Goverment should Main tain and develop Program "Representing night Hoi An ancient town of the 20th century" was performed from 08.09.1998 Here, visitors can participate in many activities of traditional folk culture, such as playing cards hut, Chinese chess, chess village, beating pots and repartee Dating drilling, initiated street art poetry, traditional poetry groups, opera performances , traditional martial arts, traditional music performed, taught folk singing, calligraphy, singing classical music, chamber music, the night market, the river drop lights or music on the street Hoi An local goverment should solve the Cua Dai From 13/8/2017 to 16/8/2017 1.000.000.000vnd ~50.000$ Since then, more 200.000.000vnd than 200 old town ~10.000$ night is held periodically on the 14 lunar months earliest HOI AN BEACH RESORT SALES AND MARKETING PLAN At least Page 17 HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 Beach disappearing because of erosion They should build the underground dikes, underground bands jamming, additional sand shortage Selection of measurement On property: 1.000.000.000.000 vnd =>51 milion dollars and evaluation tools: Nowadays, the internet become more and more popular and it also high affect to our life Specially, the Internet is the leading source for travel planning information So that, concentrating on internet marketing is the right way to advertise and sell effectively +Google is the most popular website to looking up information Evaluate How Your Google Ads are Performing: Is It Worth it for Your Business? HOI AN BEACH RESORT SALES AND MARKETING PLAN Page 18 HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 An important aspect of advertising on Google is tracking how your ad is doing When you are first starting, you should log into your account about once a week in order to make sure your ad is performing well Google will assign a quality score to each of your keywords based on: • Expected click-through rate – How likely someone is to click on your ad after searching for the keyword • Ad relevance – How closely the keyword is related to your ad • Landing page experience- How closely the keyword is related to the landing page your ad link to You can check the quality score of your keywords by clicking on the keywords tab on your account and hovering over the white bubble in the status column So, you can know how many people access your page + The traveller usually visit different websites –which connect with the previous guest –to read experience and make a choose It’s the words of mouth advertising affect like family, friend and colleagues So that, we decide to Associate to famous HOI AN BEACH RESORT SALES AND MARKETING PLAN Page 19 HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 travel websites like booking, agoda, ivivu, to attract their mind, increase believing and increase the probability is found ->sell more +The No.3 of the rankings is the magazines and information brochures It’s also mean that advertising in the magazines and bookguides, free maps is amazing way to attract the guest + Connect to the travel agents is the simplest and the most certain to accost guests The tour operators will bring guest to us The fly agents help us to give the rack cards or the bookguides If we advertise in the transportation like taxi, it’ll help increase brand awareness + We invite some famous agents in VietNam come and leisure, use service such as: Lu Hanh Viet, Opentour Group, Hoang Viet Travel, Vietsuntravel, If the bid is accepted, the hotel will issue the client a contract detailing the agreement made between the hotel and the client So that, they will become ours distributors +We invite some magazines, travel blogs come this resort and supply sleeping rooms, F&B, and other service Maybe, they can write about their feeling, their experience our resort +We invite the embassy of some country that is our target marketing visit and leisure + If we celebrate guest memory like birthday, wedding day, The guest will happier and more satisfied with us It’s a WOW Factor help to increase level guest return with us + In the off-season –which season less guest than the other season In Hoi An, It’s usually from October to May In this season, it’s usually raining and cold So, the tourist is less To attract guest ,we should down –price and have low inclusive +The service is one of the most important element Therefore, We have to make our goods and services more diversity, exciting.The guests can spend time on it By the way enrich sports like billiards, table tennis, We also have to improve the quality of the service by training staff, site tours, The staff will work-together better and learn more expertise HOI AN BEACH RESORT SALES AND MARKETING PLAN Page 20 HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 +The goft pack should be maintained because golfers usually have high affordability If we have suitable cost with the same quality than the others They’ll choose us Off-property: Community mobilization, participatory enterprises cultural events, art, became regular employment and of TP.Hoi An efficient, contributing to create special tourism products for visitors + It can be said, the festival has contributed to the special cultural colors for Hoi An, attracting visitors from all over the world looking on, of which 2015 has attracted more than million tourists And Hoi An has won the hearts of many travelers called “ Festival City” – instead of the confirmation of the success and vitality that the festival has to offer So that, we should maintain the festival, events, programs like: Cultural Exchange Hoi An – Japan, Program "Representing night Hoi An ancient town of the 20th century", + Mr Nguyen Van Son - Vice Chairman TP.Hoi An said that in the city's budget situation is still limited, the companionship of the business and the community, especially the companionship is have most meaning Local Goverment should Attract investment resources to complete some essential infrastructure projects such as counseling centers and support information travelers in the old town, in Cham, tourist port of Cua Dai, parks, beaches coastal bathing in Cam An, They can improving traffic construction, conserve the old town, bridges, or celebrate more festival Make guests satisfy , increase lengh of stay, make difference +The enviroment is the hotest problems around the world The beach of Hoi An is facing with serious problem not only Cua Dai beach may disappear but also the near area While the beach is one of the main sources to attract tourist If it disappear, Tourism will be negative affect The landslide is also affect the accommodation establishments next to beach So the solution is very necessary If the beach is rehibilitate, the bussiness activity will not influence HOI AN BEACH RESORT SALES AND MARKETING PLAN Page 21 HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 HOI AN BEACH RESORT SALES AND MARKETING PLAN Page 22 [...].. .HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 The asean tourist segment tend to more develop than the others Specially, the primarily tourist of Da Nang- Quang Nam are Korean, Chinese, Japanese Therefore, Hoi An Beach Resort should concentrate on Korean, Chinese, Japanese and domestic market It’s will be a perfect target market Distributors: There are many travel agents and websites... centers HOI AN BEACH RESORT SALES AND MARKETING PLAN Budget 100.000.000vnd ~5.000$ Page 16 HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 Festival Program Enviroment and support information travelers in the old town, in Cham, tourist port of Cua Dai, parks, beaches coastal bathing in Cam An, Local goverment should maintain The unique festival program such as the festival “Cultural Exchange Hoi An – Japan”,held... way the new exchange rate, after 6 months, the VND / USD on the market are much lower compared with the end of 2015 and the exchange rate relatively stable HOI AN BEACH RESORT SALES AND MARKETING PLAN Page 12 HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 The exchange rate differences will no longer be a burden for bussiness again 5 Plans relating to specific marketing strategies and budget: To... HOI AN BEACH RESORT SALES AND MARKETING PLAN At least Page 17 HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 Beach disappearing because of erosion They should build the underground dikes, underground bands jamming, additional sand shortage 6 Selection of measurement On property: 1.000.000.000.000 vnd =>51 milion dollars and evaluation tools: Nowadays, the internet become more and more popular and... establishments next to beach So the solution is very necessary If the beach is rehibilitate, the bussiness activity will not influence HOI AN BEACH RESORT SALES AND MARKETING PLAN Page 21 HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 HOI AN BEACH RESORT SALES AND MARKETING PLAN Page 22 ... +Average Length of stay: 4 nights +Transportation: Auto, Air • Target marketing key characteristics for International guests: + South East Asian, Western Europe + Leisure Traveler: HOI AN BEACH RESORT SALES AND MARKETING PLAN Page 13 HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 - Families with children, couples, baby boomers, grandparents vacationing with grandchildren Honeymoon +Household Income:... source for travel planning information So that, concentrating on internet marketing is the right way to advertise and sell effectively +Google is the most popular website to looking up information Evaluate How Your Google Ads are Performing: Is It Worth it for Your Business? HOI AN BEACH RESORT SALES AND MARKETING PLAN Page 18 HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 An important aspect of advertising... experience and make a choose It’s the words of mouth advertising affect like family, friend and colleagues So that, we decide to Associate to famous HOI AN BEACH RESORT SALES AND MARKETING PLAN Page 19 HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 travel websites like booking, agoda, ivivu, to attract their mind, increase believing and increase the probability is found ->sell more +The No.3 of the rankings... from the demand side will also stronger However, the Economist said that the rate of inflation between now and 2018 will be moderate HOI AN BEACH RESORT SALES AND MARKETING PLAN Page 11 HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 Because, the inflation will be moderate so the interest rates will be increase The resort will face high pressure about interest So that, it have to make an effort to... success and vitality that the festival has to offer So that, we should maintain the festival, events, programs like: Cultural Exchange Hoi An – Japan, Program "Representing night Hoi An ancient town of the 20th century", + Mr Nguyen Van Son - Vice Chairman TP .Hoi An said that in the city's budget situation is still limited, the companionship of the business and the community, especially the companionship ...HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 CONTENTS I/ Introduction about Hoi An Beach Resort: History of formation and development: .3 Business... BEACH RESORT SALES AND MARKETING PLAN Page HOI AN BEACH RESORT SALE AND MARKETING PLAN 2017 I/ Introduction about Hoi An Beach Resort: History of formation & development: Historic Hoi An has