Aram Grand Suite Hotel

ARAM

Introduction & Executive Summary

Whether business or pleasure brings you to Canada’s Capital, the luxurious 5 star Aram Suite Hotel offers a wide variety hotel services and guest amenities designed exclusively for your benefit.

Each is provided to help transform your stay into an extraordinary hotel experience in downtown Ottawa.

Business Description

• 6 different rooms• Kitchen• LCD/ DVD/ CD players/Laptops• Marbled Bathrooms/ Hair Dryers/• Kitchen/ Cutleries/ Coffee Maker/ Microwave/ Fridge• 24 Hour Gift Shop• Two Storey Swimming Pool• 24 Hour Gym/ Squash Room• Meeting Centre• Restaurant/ Lounge/ Patio• Kid’s Club

Vision & Objectives

‘Downtown Toronto over viewing the skyline of Ottawasuiting feeling of being at home’ -Aram-

Management and Ownership

Ownership

Supervisorboard

Executiveboard

Hotel Organization Chart

GeneralManager

Sales & Marketing

Maintenance Chief

Resident Manager Controller Human

ResourceFood & Beverage

Director

Front Office Manager

ExecutiveHousekeeper

Marketing Plan

Since we took over the already existing Westin Hotel Ottawa,

• Within one year - Aggressive marketing campaign to attempt to penetrate the market and generate new business.

• focus on marketing by:

using benefits - already recognition among people, easier organizing, saving money and time to build up clients, do paper work for government approval.

analyzing and anticipation realistic expense plan in the future - tracking back at least one year or more.

quick adding or replacing planning that are needed to be improved

Marketing Plan (cont.)

• Focusing improvement on our restaurant, banquet, catering, and room service to satisfy customer. - Ottawa convention center is nearby.

• Covering our weakness and threat by word of mouth through our special service, advertisement, promotion, and many strategies - encouraging existing customers to keep returning to our hotel by various promotions.

WeaknessStrength

ThreatenOpportunity

SWOT Analysis

SWOT Analysis (cont.)Strength

• Upgraded Five stars opulent surroundings• Colonel, downtown in the central Ottawa • Connection with subway by the underground PATH

Walkway to approximately 1,200 shops, services and attractions

• A knowledgeable Concierge team• Fine dining(formal and informal)• State-of-the-art exercise facilities• Library• 24 hours business center• Shuttle transportation to the airport• Aram kid’s club• A Green / Sustainable Property – goal to get 5 green keys

from the Hotel Association of Canada

SWOT Analysis (cont.)

Weakness

• Limited range of customer --- High in prices

• Crowded and too much traffic

SWOT Analysis (cont.)

Opportunity

• Well recognition to people ( since we bought exist hotel)• Already having a customer list from the previous owner• Saving time and budget by changing only some parts that

need to be improved• Ottawa International Airport is 20 min from the hotel• Shuttle transportation to the airport• Easy access to the subway• Nearby points of interest include Rideau shopping center

and Ottawa Byward Market (for night ) as well as Parliament Hill, Ottawa Convention Centre, National Gallery of Canada, University of Ottawa and Supreme Court of Canada

SWOT Analysis (cont.)

Threat

• Task to change previous image since we bought exist hotel

• Making exist customer keep visiting due to new image

• management of exist employees

Market Research & Analysis

Location

• We are planning on buying the Westin Hotel located in 11 Colonel By Drive, Ottawa

• Walking distance of several attractions:

Airport, Government of Canada, the National Press Blog building , Embassy of Italy, Constitution Square, Currency Museum Bank of Canada, and British High Commission and the University Of Ottawa, Dominican University College, other businesses and banks, Saint Vincent Hospital, Parliament Pub near, Rideau Night Club, Sparks Street, subways stations.

Feasibility Report

Aram Suite Hotel

Convention Centre

Parliament Hill

Ottawa Byward Market

Supreme Court

Gallery

Uni. of Ottawa

Rideau shopping

center

Feasibility Report (cont.)

Access & Transportation

• Airport – Ottawa International airport - Approx. 7miles from the hotel

- Easy accessible via hotel’s shuttle bus or taxi within 20min

• Bus – Station within 1.3 Km from the hotel

• Highway 417 – within 2Km from the hotel

Feasibility Report (cont.)

Population

• The current population of the Ottawa – approx. 870,250

• Faster than Ontario’s rate – 6.2%

• Employment also slightly continues to remain growing in Ottawa

• Growing population will help the hotel development

Feasibility Report (cont.)

Competitive Market

• Sheraton of Ottawa • The Fairmont Chateau Laurier• The Marriott Ottawa• Lord Elgin Hotel• Capital Hill Suit and Hotel • Arc the Hotel Ottawa• Les suites hotel • Capital hill hotel & Suites

Key Project’s Schedule Dates

On TimeContractSigning

Paying for Start-up Cost

Managing Day-to day Activities & Operations

Marketing

Official Name

Change

Development Budget

Approx. $45 million to complete

Partial Improvement

Purchasing Westin Hotel

Update

Social Media

Twitter, Blog, Face Book

YouTube, Video, Photo

Wiki Travel, Trip Advisor,Virtual Tourist

Feedback, Google Alert

TV Flyer

Newspaper

Advertising & Promotion plans

Thank you

Afarin ShiraniAnthony PhaithDzyne

Mitzy Shim

designed by Mitzy