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1、1 Executive SummaryThis report is a business plan about how to expand a hotel. It includes 7 parts and introduced the situation of hotel in through many ways, such as market, strategy, HR and so on. There is not a football theme hotel in the UK, therefore, here is a opportu to invest it. We invest 2

2、00,000 pounds and turn the old hotel into a football theme hotel.In this business plan, Goal Hotel aims to provide the comfortable and full of football elements rooms for customers who are interested in football. So the target people is football followers. The target market is football involvement.

3、This business plan outlines current position and the future of Goal Hotel. There are some analyses including Five forces, PESTEL, and SWOT to show a perfect future of Goal Hotel. Otherwise, the hotel existed before investment, all managers are expert at managing the hotel, which is beneficial to exp

4、anding and operating the hotel well.The marketing plan shows the operating of hotel, including BCG, E-marketing, and CRM. Also, the marketing plan is appropriate for Goal Hotel through the 7Ps analyses, which considerations are involved in different fields. In other hands, HR plan outlines internal

5、conditions of Goal Hotel in , including leadership, management team, employees, organizational structure, and rewards and incentives.There are 200,000 pounds invested, as can be seen in the final plan, the retained profit is 38,284 pounds totally in first year, the return rate is about 28.15%. The h

6、otel will continue to make a profit in second and third year, the return rate is about 30.56% and 63.01% respectively. And there are further 20,000 pounds invested for improving the facilities of hotel.2 Current position2.1 Company sOur company is a hotel, named Goal. The concept of our company is t

7、he football, a lot of football elements need to include in our hotel. So Goal can represent the image of football appropriately. This hotel existed previously and now we invest 20,000 to expand it, 5000 each one, 4s totally. Our company is Limited Liability Company. The location of our company is in

8、 Manchester which has United Manchester team and Manchester City team and there are clubs and coffee bars near our hotel. It is convenient for watching games. All of this is ly related to our theme hotel.2.2 Products and services offeredThere are 30 rooms including spacious room, standards room and

9、family suite, the price is 150 pounds, 150 pounds and 200 pounds respectively. The type of our organization is a service organization which is mainly about the hotel for football concept. There are many football elements in our rooms, such as football sculpture, the clothes and photos of football st

10、ars. Our hotel opens 24 hours from Monday to Sunday. We also offer fine breakfast and wake-up service. We can add beds if customers need.2.3 Fin al position from previous tradingGoal hotel purchases the fixed assets from the old hotel, including building and P&M. The initial investment is 20,000

11、 pounds and there will be another 20,000 pounds invested in second year. The way of fin ng is equity finng. The shares are 25% for each one and it decreases to 12.5% each.2.4 Industry and competitors - Porters five Forces(Resource: Mr Darren Sparkes Lecture week7)l Powerful buyer (-): The bargaining

12、 power of buyer is low.ü Price sensitivity: our organisation is an unique type hotel, so our customers are nositive to price.ü Buyer volume: the buyer volume is large because of because of location and possible buyer volumel Powerful r (+): The bargaining power of r is low.ü Different

13、iation of inputs: we need the differentiation products.ür concentration: there exits little rs in the industry, so we have limited choices.l Threat of substitutes (-): The threat of substitutes is low.ü Relative price performance of substitutes: the substitutes of convenient hotel can be s

14、ome cam tent for the backpackers. However, hotels are more comfortable than the tents.l Threat of new entrants (-): The threat of new entrance is low.ü Brand identity: the target customers of football follower usually care about typical experience. So its not easy for new entrants to gain custo

15、mers due to the built of customer loyalty.ü Capital requirements: investors will need to spend so much money on opening a unique hotel.l Competitive Rivalry (-): The competitive rivalry in the industry is low.ü Many competitors: there are little volume of typical or luxury hotels in the ma

16、rket.ü Low exist barriers: it is high cost to open a typical hotel, so the potential competitors are limited.2.5 PESTEL(Resource: Mr Darren Sparkes Lecture week 8)l PoliticalThere are good taxation policy and stable government in the UK, and it make the hotel operate safety and get more profit.

17、l EconomicNo inflation, no unemployment and the stable currency rate, interest rate keep the hotel develo stable.l Social-culturalPeople like the enjoyable and fashion lifestyle, they aappy to accept the football theme hotel.l TechnologicalThe Data-base system and Monitoring system was used by the h

18、otel, keep the customers safe all the time.l EnvironmentalGoal hotel observes the Environment Laws and do not pollute the environment.l LegalCompetition Law, Employment Law, Health and Safety Law was used by Goal hotel.2.6 SWOTStrengths:Ø High quality service and facilitiesØ Valuable price

19、Ø Experienced management teamØ Special room supplyWeakness:Ø Small scaleØ Simple customer typesOpportunities:Threats:Ø Low taxationØ High bargaining powerrsØ Newtechnologydiscovery(Data-base system)Ø Lifestyle & Fashion and taste(Resource: Mr Darren Sparke

20、s Lecture week 10)We identified following five very important points:By using the TWOS Matrix, we found these five points are really important. ExperiencedmanagementteamleadstoNewtechnologydiscovery. Experienced management team over comes High bargaining power rs. Lifestyle&Fashion and taste ove

21、rcomes Simple customer types.(1) Experienced management team(2) Simple customer types(3) Lifestyle&Fashion and taste(4) New technology discovery (Data-base system)(5) High bargaining power rs3. The future3.1 Stakeholder AnalysisA key aspect of formulating corporate strategy is understanding key

22、stakeholders (Mendelow, 1983). And the objectives of a company will be governed by its key stakeholders. Mendelows matrix divided the stakeholders into four types A. Minimal Effort; B. Keep Informed; C. Keep Satisfied; D. Key Players. The Figure 1-1, 1-2 and 1-3 demonstrate the analysis about differ

23、ent types of stakeholders of Goal hotel.l Keep InformedStakeholdersHigh InterestLow PowerCompetitorsü Get potential customers from Goal Hotelü Absorb advanced creativeideas from Goal Hotel.ü Stimulate competitive power to some extent.Employeesü Get higher salariesü Adequate

24、training opportunitiesü Promotion chancesü Employees will be easily asked to improve their working efficiency.rsü Long-term relationshipü More profits.ü Face with strong competition with otherrs.Customersü Enjoy their living experience in Goal Hotelü High quality s

25、erviceü Reasonable price.ü Limited power to control the price(1-1)l Keep SatisfiedStakeholdersLow InterestHigh PowerGovernmentü Get tax from Goal Hotelü Know the employment rate.ü Offer a stable social environment (rarely accidents) to company.ü Policy support(1-2)l Key

26、 PlayersStakeholdersHigh InterestHigh PowerInvestorsü Get more final returnsü Investors has 50% ofsharesManagementü High salariesü Career developmentü Self-achievement.ü Control all aspect of the company directly.(1-3)3.2 CSR and EthicsGoal Hotel will take responsibilit

27、y of legitimate business in creating profit. Protecting laborers' legitimate rights and interests, non-discrimination, no child labor. And we will provide a safety and healthy working environment and system. We will also try our best to protect the environment, such as waste separation.3.3 Missi

28、on statement and ObjectivesGoal Hotel will create high investment returns for shaolders through efficient strategies. To attract more customers, Goal Hotel will provide high quality and football related service; to extend the market share, Goal Hotel will build the positive company image and to main

29、tain the customer loyalty (membership system). We promise that we will do right things based on the government policies.The objective of Goal Hotel is that the retained profit in the third year must reach to £ 150,000.4. Market and Customers4.1 Qu fy MarketIn order to qufy our market, we interv

30、iewed some people in Manchester. The question is about the peoples perspective of Football Theme hotels and price of rooms. According to the result of the interview, more than 81% of interviewees state that they are willing to have a special experience in a football theme hotel before or after the f

31、ootball games. Nevertheless, 59% of them do not care about the price of the hotel. Moreover, according to the Statistic Portal, the occupancy rate of the hotel industry in Europe is 68.8%. Therefore, we can estimate that the first year of occupancy rate in our hotel is about 40%.4.2 Market ShareThe

32、main competitor of Goal Hotel is Holiday Inn, because Holiday Inn has variety of levels of hotels, and their hotels can be found everywhere in UK. Based on the annual report of Holiday inn, their market share in Manchester is about 30%. Considered about our limited capital, we can just invest 30 roo

33、ms for our hotel. So the estimated market share of Goal Hotel is 2%.4.3 Target MarketThe types of renovating room are mainly focus on football concept. The Graph 1-4 shows the target market of Goal Hotel.Target MarketAge20 35IncomeOver £2,000 per monthLifestyleFootball followerPrice PreferenceN

34、ever mind the priceQualityClean, convenient, better and unique service(1-4)We want to target the young people (about 20 35 years old) who has stable income and with out fin al pressure from family. They will be real football followers and just want to enjoy a better and unique experience from our th

35、eme rooms, so they will focus less on the hotel price.4.4 Product Life cycleProduct life cycle of Goal Hotel(1-5)(1) Introduction: sales grow slowly, profit are nonexistent. Little competition for totally new product. Promotion costs are very high.(2) Growth: the product has reliable quality in mark

36、et. Sales and profits rise at a rapid rate. The “theme concept” rooms are easy to imitate, so there will exist a large numbers of competitors in this stage.(3) Maturity: our product and service has been accepted by most customers in this stage, the profits stabilize or decline. The increasing sales

37、are at a decreasing rate, and fierce competition with large amount of similar products.(4) Decline: sales of the products decrease and the profits erode quickly. The competitors become withdraw.5. Strategy5.1 HRM StrategyFaced with rapid change Goal Hotel need to develop a more focused and coherent

38、strategy to managing people. Graph (1-6) is the HRM strategy of Goal Hotel.4 FieldsHRM StrategyCultureü Our company culture is to foster a circumstance whereemployee enjoy working and appreciate.Peopleü Hire and retain the top talent staffsOrganisationü Functional organisation structu

39、re: Goal Hotel hasdifferent departments (Marketing, production, finance customer service, etc.)Human Resource systemsü Build the training, rewards and career development system for the superior staffs.ü Set the performance appraisal system to improve theworking efficiency of staffs.(1-6)5.

40、2 LeadershipAccording to our HRM, its undeniable that he leadership style of Goal Hotel is “Team Management Leadership”. This type of leadership comes from the Managerial Grid (Blake&Bidwell, 1962), which means the organisation leaders concern both production and people. The graph 1-3 illustrate

41、s the 5 types of leadership in the Managerial Grid. (1-7)5.3 Methods and evaluationAccording to Ansoffs Matrix theory (Jason, 1998), Goal hotel is belong to the product development as new product types in the existing market. (See Appondix1) Goal hotell AllianceGoal hotel cooperates with other trave

42、ling agency. Besides, Goal hotel all cooperate with relative business website (Expedia) in a long term, In addition, hotel will also establish a good cooperation with local football club. Hotel provides unique discount to these people.l OrganicGoal hotel has a rich experienced CEO and rich experienc

43、e old staffs. Goal hotel will train them and give delegation to staffs to let the whole team growth and hotel will has a good operation. hotel will generally expand scale in next few years.l Evolutionü SuitabilityOur strategy is considered market share of leisuotel in Manchester. The hotel has

44、specific aim people. Our room designs according to their interest and needs so they would like to choose experience in our hotel.ü FeasibilityGoal hotel has a good CEO and experienced staffs. They have well reorganization about the customers need. Besides, hotel has much strong alliance like tr

45、aveling agency and football club which will ensure the occupancy ratio. In addition, hotel will make much promotion. The brand reputation will be established generally.ü AcceptabilityThe risk is not high. Hotel industry is not very competitive in Manchester, so our hotel has enough existing spa

46、ce. Government also gives our company some political supporting. Hotel also has experienced manager and experienced staffs. Although our rs have a higher bargaining power, our relationship with bargaining r will get better gradually. Our hotel will get more bargaining power.The rate is established t

47、o be 35 % in the first year which is easy to obtain.Return on investment will be 28.15% in the first year and the stakeholder5.4 Advantage, directionGoal hotel gain loyal customers by establishing VIP (very important people) system. We have four levels of VIP which are decided by expenditure in our

48、hotel. Different levels of VIP have different discount and allowance. The information can be seen in Appendix 1.6 Marketing plan6.1 BCGBCG portfolio matrix is helpful to analysis the importance of each products. Three products including in our business can be classified as follow: (NetMBA,n.d.)Stand

49、ard room is the most common choice occurring 15 rooms. Superior double listed successively with 10 rooms. Family suite is considered to be cash cow due to the low market growth rate in the industry. The tendency of being the Star is existed because it is a good choice for families and group of frien

50、ds to have this choice.6.2 E-marketing and CRM (customer relationship management)At first, the hotel will establish office website. There will be eight modules in the website (online booking, hotel category, goal hotel group, special offer, Goal hotel forum, my Goal hotel, taxi booking and group pur

51、chasing. All the room types and different room decoration can be seen on the website and all the pictures are real picture.And then, the company also promotes hotel by social tool. Hotel will be beneficial from some social tools (, , ) Hotel can make marketing investigation, answering question and r

52、elease promotional information by social tool.Finally, Goal hotel will strength the cooperation with other relative business websites. Hotel will cooperate will some traveling website (Expedia) about Manchester. From the platform of these traveling websites, Goal hotel will be known by more and more

53、 people. (See Appendix1)6.3 Marketing mix (400)l ProductGoal Hotel provides high quality accommodation with football theme rooms, good service, entertainmen se and food supplying to satisfy the need of customers and gives customer a new experience.There are three types of rooms in our hotel and each

54、 room has different decoration. It is suitable for different group of people to enjoy their leisure time. Hotel also provides entertainmen se for adult and children.l PriceThe price we set is very reasonable. The price for standard room is 150 one day with breakfast, while 150 one day and 200 one da

55、y for superior double and family suite respectively. The different price room has different level food supply and equipment. Our hotel provides very distinctive room decoration styles. Our hotel also provides some allowance, such as membership card (VIP). The group booking more than 15 rooms once ca

56、n enjoy 80% discount.l PromotionFirstly: Goal hotel will distributes leaflets and brochures outside the stadium before event start and Manchester train station and city center. Leaflets and brochures will add some real pictures which could directly show room of hotel. Secondly, Goal hotel will make

57、promoting hotel by social tool. Hotel also make promotion by , , to let people have more chance to know the hotel.Thirdly, people can book our hotel on out official website and they can also get some discount. From visiting out official website, they can get more information about our hotel.Fourth,

58、Hotel will cooperate will some traveling website(Expedia) and football club on Manchester.l PlaceGoal hotel is located in Manchester nearby City of Manchester Stadium. People walk to our hotel from stadium just 1 minute.l PeopleIn order to give a excellent experience for all the customers, the company employ a experienced CEO. Our company also provides period training to all staffs before staff working.The company requires all the staff wearing uniform and having good attitude when they work. Staffs are required trying their best to provide services. The company has harmoniou