TRM 472.01 PROJECT PRESENTATION
-
Upload
nese-roman -
Category
Documents
-
view
215 -
download
0
Transcript of TRM 472.01 PROJECT PRESENTATION
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
1/34
TRM 472
BUSINESS STRATEGY
Group Members:
Gnce Malan
Yasemin AksoyNee Roman
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
2/34
Contents
1.Introduction
2. External Environment
3. Internal Environment4. Identification of Problems and KeyOpportunities
5. Possible Strategies
6. Recommendation
7. Implementation
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
3/34
First hotel opened in 1961, Toronto, Canad Canadian based international luxury hotel
management company Located in Sultanahmet 65 guest rooms Luxury chain boutique hotel
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
4/34
External Environment
ECONOMIC ENVIRONMENT
International tourism had recovered with the
growth of 7% in 2010. Uncertainty in many economies to
unemployment and increasing energy prices.
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
5/34
External Environment
POLITICAL ENVIRONMENT
Policies, legislations, code of laws affect the
supply and demand in tourism. The political instability has negative impact on
hospitality. (Mavi Marmara Ship Case)
Legal forces on hospitality industry ( VAT 8%for accommodation, 18% alcoholic beverages)
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
6/34
External Environment
GLOBALIZATION
Business travel hasincreased
International
boutique hotel chains
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
7/34
External Environment
TECHNOLOGY
!Technology is life!
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
8/34
External Environment
INDUSTRY
Boutique hotel
categorization Tourism industry in
stanbul
Structural barriers(high capital costs, poorinfrastructure facilities,scarcity of land)
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
9/34
External Environment
TRENDS
Green Hotel Trend
Internal da sertifkadan bahsediliyor mu?
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
10/34
External Environment
COMPETITION
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
11/34
External EnvironmentExternal Evaluation Matrix
Key External Factors
Opportunities weight rating weighted score
The continuous growth trend in hospitality industry 0.27 2 0.54
International business 0.07 3 0.21
Growth in F&B 0.07 4 0.28
%8 in VAT 0.05 2 0.1
Istanbul as leading city in boutique hotels 0.11 4 0.44
Threats
Competition 0.1 2 0.22
Economic crisis in 2010 0.16 3 0.48
Instability in politics 0.07 3 0.21
Changes in consumer behavior 0.01 2 0.2
Total 1 2,18
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
12/34
External Environment
FS Sultan Ahmet Bestwestern Acropol WHotel
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
13/34
INTERNAL ENVRONMENT
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
14/34
MISSION AND VISION
Golden Rule to treat others as wed wish to betreated ourselves- as guiding principle.
The greatest asset and the key factor for theirsuccess is the people.
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
15/34
ORGANIZATIONAL CHARTGENERAL MANAGER
F&B EXECUTIVE
FRONT OFFICE MANAGER
SALES EXECUTIVE
BANQUET SALES EXECUTIVE
HOUSEKEEPING EXECUTIVE
TECHNICAL SERVICE EXECUTIVE
SECURITY EXECUTIVE
HUMAN RESOURCES EXECUTIVE
IT SUPERVISOR
ACCOUNTING MANAGER
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
16/34
HUMAN RESOURCES
- Diversity in the workplace-Training to employees at all levels to help allstaff reach their potential with the company
-Career growth opportunities and educationalassistance for its valued employees
-Annual party and sporting events, life insuranceand medical insurance, paid holidays, incentivebonus and employee service awards.
-Open Door Policy
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
17/34
FINANCE
Thanks to its worldwide brand name-Four
Seasons , the hotel has a good financial positionand Four Seasons Sultanahmet could cover itsworking capital and operational expenses.
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
18/34
MARKETING MIX
1- Product: The core product of the hotel is theaccommodation and the supplementary products arethe historic architecture, high technology equipmentsand SPA services.
2- Price: Yield Management and special promotionspeculiar to special occasions such as Valentines Day,Holiday Season or weekend promotional packages.
3- Place: Internet (Four Seasons hotels officialwebsite), computerized systems like CRS & GDS, andadvertising channels through media (i.e. magazines),PR activities, and barter agreements.
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
19/34
MARKETING MIX
4- Promotion: Internet, sky magazines, and mediathrough brochures. Some travel agencies have alsopromotional agreements with Four Seasons
Sultanahmet. Facebook and Twitter5- People: Direct, personal interaction betweencustomers and employees
6- Process: FS Sultanahmet provides high level ofcontact and people-processing services by nature.
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
20/34
MARKETING MIX
7- Physical Evidence: The hotel was created from acentury-old neoclassic Turkish prison in the core ofthis fabled city steps from the Blue Mosque andTopkapi Palace. 65 guest rooms and an open
courtyard with full of colorful flowers.8- Productivity and Quality: The quality of the servicecreates productivity. Communication with customers
by internet and phone are being technologicallyimproved to keep quality high. Recognizable brandname provides sustainability.
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
21/34
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
22/34
MANAGEMENT INFORMATION
SYSTEMS
Systems are automated; they are using Operaprogram. All the systems they are using currentlyupdated from both Canada and Switzerland. Oneach Four Seasons property they are currentlyhaving Four Seasons RSS (Really SimpleSyndication) systems.
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
23/34
OPERATIONS
Rooms sold through travel agents includingwholesalers and tour operators. Other marketingactivities include Web sites, seminars and videos,
direct response marketing and international saleschannels.
Meeting facility is efficient. Since the hotel
has a limited number of accommodation facilitybut still can serve up to 275 people in terms ofmeetings.
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
24/34
IDENTIFICATION OFPROBLEM
Differentiation
in customer service quality by: brand name,
employee motivation,
high-quality service, good financial position.
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
25/34
Main threats :
C
ompetition, Similar offerings,
instability of politics,
economic situation.
KEY OPPORTUNITIES
continuous growth in hospitality industry,
discretionary income has been increasing,
more time to travel, more business requiretravel.
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
26/34
POSSIBLE STRATEGIES
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
27/34
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
28/34
POSSIBLE STRATEGIES Increase marketing activities + increases the number of guests
+ increases the brand value
_ marketing costs are high.
_as the product offered in the industry is same, reaching the right target is difficult.
Give monthly training to employees and test their interpersonal communication skills
+ having higher qualified employees
+ increase in customer satisfaction
+ increase in service quality
_ difficult to make employees attend trainings
_ training costs
_requires feedback and control mechanism
Increase the variety ofF&B products and offer catering service
+ increase in guest satisfaction
+
increase in revenue _ difficult to find qualified chefs
_high cost
_ managing different product lines are difficult
Invest in updated technology
+ opportunity to follow new trends
_ high cost
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
29/34
A SPACE MATRIX for Four Seasons Sultan AhmetFinancial Strength
F&B divisions profitability 4.0Low employee turnover 5.0
9.0Industry Strength
Growth trend in hospitality industry 2.0Profit potential 1.0Growth in F&B 4.0
7.0EnvironmentalStability
Technologicaladvances -5.0
Competitive pressure -4.0Effects of economic crisis on the range of competing services -3.0
-12.0Competitive Advantage
Customer loyalty -2.0Service quality in F&B facilities -1.0
Strong brand name-1.0
-4.0
ES Average is -123= - 4 IS Average is +73=2.33CA Average is -43= -1.33 FS Average is +92=4.5
Directional Vector Coordinates:x-axis : -1.33+(+2.33)= +1.00y-axis: -4+(+4.5)= +0.5
Four Seasons Sultan Ahmet should pursue Aggressive Strategies.
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
30/34
RECOMMENDATION
- Product development- Differentiation strategies
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
31/34
IMPLEMENTATION
Product development :
expand the variety of
F&B products that arecurrently offered,
invest in updated technological products,
increase number of rooms,
build off site recreation facilities
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
32/34
IMPLEMENTATION
Organic garden project
Expansion in the variety ofF
&B
products Invest in updated technological products,
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
33/34
FINANCE
Four Seasons brand hasan international budgetfor innovations in each
location all around theworld. Four SeasonsSultanahmet will use itsportion from this
international budget inorder to finance thisinnovation.
-
8/6/2019 TRM 472.01 PROJECT PRESENTATION
34/34