EXPO营销策划书.doc

1 EXPO HOTEL Class Team Members CONTENT 1 Project Profiles 3 1 1 Why invest in this project 3 1 2 What kind of products we offer to consumers 3 1 3 When to achieve the aim 3 2 Introduction of Team 4 3 Market Background Analysis 4 3 1 Market analysis 4 3 3 Analysis of competitors in market 5 2 4 SWOT Analysis 6 4 1 Our Strengths 6 4 2 Our Weakness 6 4 3 Our Opportunities 6 4 4 Our Threats 6 5 Marketing Strategy 7 5 1 Product Strategy 8 5 1 1 The Basic Characteristics of Products 8 5 1 2 Main Products Introduction 8 5 2 Pricing strategies 9 5 3 Channel strategy 10 5 3 1 FRANCHISE STORES FOR SALE 10 5 4PROMOTION STRATEGY 11 6 Financial Analysis 12 6 1 Analysis and forecasting in future nine years 12 6 2 Financial Analysis 12 7 Appendix 13 1 Project Profiles 1 1 Why invest in this project With social economy s development the traveling will become one fashion in addition to the World Expo convenes will expand the traveling space therefore the expo hotel concept will arise at the historic moment 1 2 What kind of services we offer to consumers Mail service A one off total bill Checkout service To provide credit card services National tourism traffic maps city and national tourist attractions the various modes of transport schedules At least 40 suites available for rent rooms Have very effective noise abatement and noise measures 3 1 3 When to achieve the aim In the first year mainly in Huai an City and the surrounding areas for the pilot we will set up outlets in the huaian airline company besid The first year carries on view of the three star hotel scale at the beginning of moves in reality derives the experience because lacks the fund many equipment are unable to move in a short time the second year uses the funds expansion scale which in the first year foundation obtains The third year sets out to four star level hotels the stable transition the goal is in completes the five star hotel in eight years ten years in become the Huai An biggest international five star hotel 2 Introduction of Team Our team is composed of three people Everyone has her particular specialty and technical abilities according to which we have made clear and definite division of work General manager Zhang Lei in charge of the overall planning and ultimate goal to work out the strategic objective superintend the process of plan being carried out establish and cultivate corporate culture and to balance harmonize the relation between every department Financial department manager Dong Jian in charge of finance and accounting He is required to submit a financial report to the general manager at regular intervals analyze financial condition and offer suggestions for improvement HR manager Corporate HR objective is to better human resource development and planning HR system focused on achieving quality in staff management payroll management performance evaluation The management is concerned the following aspects Organizational Management Personnel Information Management Recruitment Management 4 Labor Contract Training Management Attendance Management Performance Management Benefits administration Salary management 3 Market Background Analysis 3 1 Market analysis According to the present hotel situation first sets up take the market as the forerunner take the sale as the main item thought For the better development sale work the formulation marketing plan the market introduction plan and implement gradually in the work 3 11 Forecast The new hotel starts doing business the team competition to be more intense one after another The conference market potential is very big 3 12 Newly renovated restaurant and renovated grade higher than other hotels rooms full range 3 13 Around the hotels surrounded by its own unique features facilities 3 14 Depth of mid range hotel development is not enough consumer items more monotonous lack of innovation 5 3 2 Analysis of competitors in market Trade monopoly The social hotel distributes in the Huai An quantity in whole city each corner is mainly the train station the motor station the scenic spot and so on The social hotel acts according to its guest room the different structure to be possible to divide into three kinds approximately Youth hotel the rooms feature a multi room shop indoor and no bathroom Holiday hotel which is the general standard rooms The economy hotel concentrates with emphasis the service in the guest room the additional simple dining the greatest degree province abandons other benefit low installed equipment hotel 6 4 SWOT Analysis Shapin 5 Marketing Strategy 5 1 Strategy 5 1 1 S W O T Analysis S 1 Location 2 Stable personnel structure 3 Bright market localization W 1 Experience based management team 2 Inefficient communication O 1 The organization of international activities 2 The introduction of the preferential policies 3 Shaping Cities Conference T 1 Star Sports made frequent 2 The international hotel hastens to ground the debarkation 3 Emerging hotel market position 7 5 Marketing Strategy 5 1Advertising strategies to achieve the implementation of advertising strategy specific means and methods and measures of strategic segments 5 1 1 The idea localization strategy The idea localization strategy is the prominent commodity new significance changes consumer s custom psychology to set up the new commodity idea the advertisement strategy Has two methods specifically Reversion localization and right and wrong localization 5 2 Pricing strategies 1 evades the strong fixed price Is avoids with the competitor direct conflict sets up own image rapidly in the customer mind 2 fixes a price directly Is treats with the competitor is doing the low scale s competition in a short time will only be effective must consummate the service rapidly will cause it evolution for the quality competition 3 fixes a price Is to the slow sales the market counter differential product carries on two fixed prices knows wrong changes The cooked food the guest room have the possibility to become the slow sales the product must be good at using the price release lever momentarily adjusts 5 3Promotion strategy 5 3 1 Appropriate products 5 3 2 Determine a reasonable price 5 3 3 Focus on quality service 5 3 4 Development of specific markets 5 3 5 Effective communication 8 6 Financial Analysis 序号序号 期间期间 项目项目 201020112012201320142015201620172028 合计 1 1 TotalTotal incomeincome 5 346 00 7 128 00 8 910 00 8 910 00 8 910 00 8 910 00 8 910 00 8 910 00 8 91 0 00 74 844 00 1 1 Rooms Revenu e 2 673 00 3 564 00 4 455 00 4 455 00 4 455 00 4 455 00 4 455 00 4 455 00 4 45 5 00 37 422 00 1 2 Food and bevera ge revenu e 1 603 80 2 138 40 2 673 00 2 673 00 2 673 00 2 673 00 2 673 00 2 673 00 2 67 3 00 22 453 20 1 3 Entert ainmen t Income 1 069 20 1 425 60 1 782 00 1 782 00 1 782 00 1 782 00 1 782 00 1 782 00 1 78 2 00 14 968 80 2 2 SalesSales taxestaxes andand surchasurcha rgesrges 427 68 570 24 712 80 712