1、市场商务计划模板MARKETBUSINESS PLAN TEMPLATE SHANGRI-LA INTERNATIONAL Updated: 30.09.06 HOTEL MANAGEMENT LIMITED Marketing Plan Table of Contents PAGE OVERVIEW Executive Property Summary Situation Analysis 1.1 1.2-1.3 ORGANIZATION CHART 2 ROOMS Rooms Market Segment Situation Analysis & Strategies Rooms Tact
2、ical Actions Master plan Sales Trip, Sales Missions and Road show Schedule Hotel to RSO Communication Plans RSO to Hotel Communications Plans 3.1-3.n 4.1-4.n 5 6.1-6.n 7.1-7.n EVENTS Events Market Segment Situation Analysis & Strategies 8.1-8.n Events Tactical Actions Master Plan 9.1-9.n FOOD & BEVE
3、RAGE F&B Outlet Situation Analysis & Strategies Annual F&B Promotional Calendar F&B Key Tactical Actions Master Plan 10.1-10.8 11.1-11.n 12.1-12.n OTHER OPERATING DEPARTMENTS (*Optional) CHI Situation Analysis & Strategies CHI Key Tactical Actions Master Plan Health Club/Spa Situation Analysis & Str
4、ategies Health Club/Spa Key Tactical Actions Master Plan Service Apartment Situation Analysis & Strategies Service Apartment Key Tactical Actions Master Plan Serviced Offices Situation Analysis & Strategies Serviced Offices Key Tactical Actions Master Plan 13.1-13.n 14.1-14.n 15.1-15.n 16.1-16.n 17.
5、1-17.n 18.1-18.n 19.1-19.n 20.1-20.n COMMUNICATIONS Communications Situation Analysis & Strategies Rooms Tactical Advertising Plan F&B Tactical Advertising Plan CHI Advertising Plan * Service Apartment Tactical Advertising Plan* Serviced Offices Tactical Advertising Plan* 21.1-21.n 22 23 24 25 26 AD
6、VERTISING & BUSINESS PROMOTIONS EXPENSE BUDGET A&BP 27 Updated: 8 November 2006 Currency: US$/Local $ SHANGRI-LA INTERNATIONAL Template updated: 30.09.2006 HOTEL MANAGEMENT LIMITED OVERVIEW A. Executive Property Summary A.1. Quick/Brief Description of the Product (what we are) We are the first true
7、international luxury hotel in Guangzhou, and for a short period also the only one, located adjacent to the new Guangzhou International Convention Centre along the tree lined Pearl River. We will offer the most extensive meetings and banquet facilities available in the city and target becoming the pr
8、eferred business hotel and corporate meetings and events destination in Guangzhou. The food and beverage offering of 8 restaurants and bars, plus one leased out entertainment centre, is the most extensive and varied of any hotel among the current competition, which will allow us to be positioned as
9、the new dining destination in Guangzhou. The leisure element on offer with two swimming pools, two tennis courts, Health Club and the first CHI The Spa by Shangri-La in Southern China enable us to offer a complete package for both business and leisure guests. Throughout the hotel we will be introduc
10、ing a service standard and concept that until now has been seen nor experienced in Guangzhou, setting new standards of what a customer can expect from true international luxury and Shangri-La! A.2. Unique Selling Points (maximum three) Strategically located adjacent to the new Guangzhou Intl Convent
11、ion and Exhibition Centre, which will be the only exhibition and conference centre in Guangzhou by 2008. Our 6,000 sq.m of Event space, and Events, Meeting, Banquet and Function facilities will be the most impressive in South China, with abundant choices, demonstrating flexibility, reliability and t
12、op quality service. 704 luxurious and spacious rooms and suites in the city starting from 42sqm including 6 floors of Horizon Club with the most extensive and elaborate Club Lounge found in the Guangzhou today. A.3. Products and Services We offer: The most luxurious and the largest accommodation cho
13、ice in the city with rooms starting from 42sqm, including 6 floors of Horizon Club facilities. Largest and best equipped choice of meetings and events space with a total of 6,000sqm function space, the highest ceilings and rooms that offer daylight. Choice of 8 restaurants and bars operated by SLPG,
14、 plus an outsourced entertainment centre. Indoor and outdoor swimming pools, tennis courts and a fully equipped health club and recreation centre. Introducing CHI The Spa by Shangri-la to South China. Exceptional location adjacent to Guangzhou Convention and Exhibition Centre within an area offering
15、 easy access and without any traffic congestions. A.4. Hotel Positioning Statement (one sentence) We are the first true International Luxury Hotel in Guangzhou Page 1.1 Updated: 8 November 2006 Currency: US$/Local $ SHANGRI-LA INTERNATIONAL Template updated: 30.09.2006 HOTEL MANAGEMENT LIMITED B. Si
16、tuation Analysis B.1. Market Update and Outlook B.1.1 Economy and Political Outlook Guangzhou is the Centre of the “Pan Pearl River Delta Region” (PPRD), playing an important role in PPRD cooperation, acting as locomotive for economic growth in PPRD. Capital of Guangdong province and one of the thre
17、e major gateway cities in China. Manufacturing centre and major international commercial destination for South China. Guangzhou is Chinas Biggest Consumer Market & Goods Distribution Centre, with 14.2% of Chinas total banks deposits, an average of 50,000yuan Savings Deposit per family. B.1.2 Arrival
18、s / Air Accessibility The newly built Bai Yun International Airport accommodates a passenger load of 9,300 passengers or 90-100 planes per hour and is one of very few gateways capable of handling the new Airbus 380 without major modification. In 2006 the official estimate is that 27 million passenge
19、rs will travel through this important gateway which currently handles 110 airlines from more than 100 destinations domestically and internationally. In 2006, 34 international airlines utilize Bai Yun Intl Airport, including Al Nippon Airways, Northwest Airlines, Air France, Singapore Airlines, Thai
20、Airways, Finair and Lufthansa while being the national hub of China Southern Airlines adding destinations such as Australia, USA and Holland among the many destinations reachable through this important hub. More international airlines are considering commencing servicing Bai Yun Intl Airport. The nu
21、mber of runways will increase from 2 to 3 in 2009 after the second phase of airport development, yet another two runways will be added during a third phase with completions scheduled in 2015. B.1.3. Corporate Industry Development Guangzhou is the host city of 120 Fortune 500 companies with investmen
22、ts totaling over US$6 Billion. Some of the most prominent companies include: General Electric; Exxon Mobile; Toyota; Honda Motor; HSBC; Sumitomo Industries, etc. The city is a business destination and records higher occupancy on weekdays and lower business on weekends and public holidays. Long Stay
23、guests who have higher budget prefer hotel accommodation, due to security and better service. Local regular apartments are improving facilities and service to attract the high profile guests. Within the city there are opportunities to attract guests to stay in serviced apartments with greenery, delu
24、xe and relaxed environment. Page 1.2 Updated: 8 November 2006 Currency: US$/Local $ SHANGRI-LA INTERNATIONAL Template updated: 30.09.2006 HOTEL MANAGEMENT LIMITED B.1.4. Leisure and Holidays Trends Guangzhou is not a major tourist destination, thus hotels have a low percentage of tour groups. The Av
25、erage length of stay was 2.09 days in 2005, an increase of 1.95% from 2.05 in 2004. Numbers of visitors from Hong Kong and Macao increased by 12.29% in 2005 compared to 2004. Tourism Administration of Guangzhou is enhancing cooperation with Hong Kong travel agencies and Hotel Association to increase
26、 the visitors from H.K. B.1.5. Mega Events Guangzhou is the host to two of the most important trade fairs within China, the Canton Commodities Fair taking place from 15-30 April and 15-30 October respectively every year since April 1957. Additional events include: Guangzhou International Beauty Fash
27、ion (March+September); China International Furniture Fair (March) while the list in continuously growing as Guangzhou has been earmarked as the future events destination of China. Guangzhou will be the host city for the Asian Games 2010 (12-27 November). B.1.6. Trends Expenditure of visitors in 2005
28、 has improved as business sentiments continues to improve and the employment rates are reversing, thus people are more willing to spend & invest again. Visitors from Hong Kong are willing to visit Guangzhou and Shenzhen during weekends and public holidays due to food, shopping and accommodations are
29、 available at great discount and good value. As a historical and economic centre for trading in South China, Guangzhou attracts visitors from the outlying provinces and peripheral cities in the southwest to visit for trading purposes. B.2. Competition Currently there are a total of seven 5-star hote
30、ls operating in Guangzhou. They are: White Swan Hotel; China Hotel by Marriott; The Garden Hotel; Dong Fang Hotel; Guangdong Intl Hotel; Guangdong Asia Intl Hotel; and Guangzhou Phoenix City Hotel. Among which the first four hotels are within our Competitive Set. Future additional supply of Internat
31、ional 5-star hotels will include: Novotel Airport (2006); The Westin Guangzhou Hotel (2007); Crowne Plaza Hotel Harbourview Guangzhou(2007); Sofitel Guangzhou Hotel (2007); R&F Ritz-Carlton (2008);Zhengjia JW Marriott Hotel (2008); Sheraton Hotel (2008); R&F Grand Hyatt Hotel (2008 or 2009); Mandari
32、n Oriental Hotel (2009). Guangzhou is within China competing with Shanghai and Beijing for the business travelers through its efforts to become a business friendly city as well as a preferred destination for expatriates. Page 1.3 SLPG SALES & MARKETING DIVISION ORGANISATION CHART Ofelia BlancoDir. o
33、f Revenue MgmtVicky PanDivision SecretaryAlan WangAngelina Law Joan Dai MingReservations ManagerDir of Events ManagementDirector of SalesConnie YanAsst Res MgrEvents Management:Marketing:M.I.C.E:Corporate and T&T Sales (incl. DOS):Communications:Budgeted:91136155Actual:893195Variance:120560* Payroll
34、 under Rooms Div.* Budgeted head count including reservations:* Budgeted head count excluding reservations:* Pre-Opening Budgeted head count excluding reservations:* Actual head count including reservations:* Actual head count excluding reservations:* Actual head count excluding reservations:* Vacan
35、cy:* Vacancy:* Vacancy:* Approved number of head count over budget* Approved number of head count over budget* Approved number of head count over budget* Vacancy of head count below budget* Vacancy of head count below budgetDate : * Organization Chart is contained within one page for entire SLPG Sal
36、es & Marketing DivisionWenna Cai / RARobin xxx / EM (13 Nov)1 Vacant Position#DOCS / DOBD M.I.C.E1 Vacant PositionMICE Co-ordinatorBeata LvEvent CoordinatorAdy Lai / Sr EM(Event Sales)%23-Oct-2006141329%33%3527*Reservations:4940Wing ZhaoSales Co-ordinatorVacant / RASE M.I.C.EEvent ManagerPhillip Lu
37、/ SM38Sales Co-ordinatorSales Co-ordinatorArtistSales Co-ordinatorSusan SongCommunications MgrAnn LiangComm Co-ordinatorSSM / SM / SESuki Shi / EcoEmily Cai / EcoCeline LiuSr EM / EM / EE / ECoSE CorpMaggie LiuSr R. Agent/R. AgentLouis Lv / SSMSM ConsulatesRachel Li / SMSM GovtOlivia Xian / RASSM /
38、SM / SE(Reservations)Candy Yeung/Sr EM (13 Nov)Ivy Liang / Eco(M.I.C.E.)Winnie Chen / RAEvent ManagerCaryn Chen / RAChristina Lin / Sr EMCiCi Tang / RAChristine He / RA(Corporate)SSM M.I.C.ESM M.I.C.EJun Shinohara / JSMSE CorpSE CorpAssistant Com. ManagerSSM / SM / SEMing Cheung/SM (Dec 1)(Communica
39、tions)Veronica CaiSSM T&TTina Tan JieFendi QianRichard Wang%Mkt Serv Co-ordinatorJrgen Christensen Director of Marketing* Reports Directly to GMDonald Zhang(Tour & Travel)2711Updated : _ SHANGRI-LA INTERNATIONAL Template updated: 30.09.2006 HOTEL MANAGEMENT LIMITED ROOMS MARKET SEGMENT SITUATION ANA
40、LYSIS AND STRATEGIES (Mandatory for segments representing 10% or more of Rooms Revenue) MARKET SEGMENT: Volume Corporate % OF TOTAL REVENUE: % YTD % to Budget % Year End Forecast to Budget % Room Nts. % Var. ATR % Var. Total Rev. % Var. 2006 Budget 2006 Actual/Forecast 2007 Budget SITUATION ANALYSIS
41、: Example: Corporate Accounts expected to grow as a result of new industrial park established in Q1 2005. Hotel runs a bookers Club programme with total of 300 members of which only 175 are active. Due to increased flights to China, average length of stay will decrease. OBJECTIVES Please ensure all
42、objectives are S.M.A.R.T. They should be based on the Situation Analysis and should address short, mid, and long term objectives. Example: To increase the number of active members in bookers club to 250. To develop 30 new accounts from new industrial park with 50 room nights each. YIELD/PRICING STRA
43、TEGY: Example: To increase flat rate accounts rates by 10% in January. To contract four room categories for flat rate accounts instead of three to improve yield opportunities during high season. Reduce percentage of flat rate accounts room nights from presently 65% to 50%. KEY COMPETITION: Should va
44、ry from segment to segment. Please also outline any specific competitor that may present difficult challenges. Example: Peninsula All volume corporate rates are inclusive of full American breakfast. Grand Hyatt New hotel opening in March and offering special opening discount of 40% until August. Upd
45、ated : _ SHANGRI-LA INTERNATIONAL Template updated: 30.09.2006 HOTEL MANAGEMENT LIMITED Page 3.1 Updated : _ SHANGRI-LA INTERNATIONAL Template updated: 30.09.2006 HOTEL MANAGEMENT LIMITED ROOMS MARKET SEGMENT SITUATION ANALYSIS AND STRATEGIES (Mandatory for segments representing 10% or more of Rooms
46、 Revenue) MARKET SEGMENT: Wholesale % OF TOTAL REVENUE: % YTD % to Budget % Year End Forecast to Budget % Room Nts. % Var. ATR % Var. Total Rev. % Var. 2006 Budget 2006 Actual/Forecast 2007 Budget SITUATION ANALYSIS: Example: Increase in Australian market contribution is a result of charters that ha
47、ve evolved as of June 2004. Trend of internet wholesaler bookings increasing, from 2% to 3.5% in 2004. Regained Kuoni UK support from Q2 2004. OBJECTIVES Please ensure all objectives are S.M.A.R.T. They should be based on the Situation Analysis and should address short, mid, and long term objectives
48、. Example: To increase Australian Geographic Country of Residence from 6215 to 7000 room nights. To increase internet wholesaler room nights from 5000 to 5700. YIELD/PRICING STRATEGY: Example: Budgeted weighted increase in wholesale rates by 8% in April. To maximize yield from internet bookings by i
49、ncreasing high season supplement from US$35 to US$45. KEY COMPETITION: Should vary from segment to segment. Please also outline any specific competitor that may present difficult challenges. Example: Park Hyatt Very strong reputation in the Japanese market. Conrad Attached to the biggest shopping ma
50、ll in town. Updated : _ SHANGRI-LA INTERNATIONAL Template updated: 30.09.2006 HOTEL MANAGEMENT LIMITED Page 3.2 Updated : _ SHANGRI-LA INTERNATIONAL Template updated: 30.09.2006 HOTEL MANAGEMENT LIMITED ROOMS MARKET SEGMENT SITUATION ANALYSIS AND STRATEGIES (Opportunity Segment) MARKET SEGMENT: Corp
