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Aplication Form Lefter Mocanu Raducu Stoian
Aplication Form Lefter Mocanu Raducu Stoian
Aplication Form Lefter Mocanu Raducu Stoian
Team members:
Lefter Ioana
Mocanu Florinela
Rducu Roberta
Stoian Andreea - tefania
A.
A.1
PROJECT OUTLINE
GENERAL INFORMATION
2 years
Title:
Project goal:
Coordinating institution
Mangalia Town Hall
Name and position of contact Florinela Mocanu Project manager
person:
Address:
27, Frunzelor
Mangalia, Constana
Telephone/Fax:
0727.938.683
E-mail:
florinela.mocanu@pmarena.ro
Other
institutions:
Other
institutions:
participating PerfectPR
Diana Macare PR Executive
Other
institutions:
Total budget:
108.380.000 RON
Grant requested from the 75.866.000 RON
World Bank:
% of total budget:
70%
Target sector(s)
Tourism
A.2
SUMMARY
4. Participating institutions
PR AGENCY it will develop the communication plan and it will implement it. It will assure the
presence in media of the hotel, it will organize press conferences and events when needed and it
will organize the training sessions for the employees.
MANAGEMENT TEAM it will collaborate with the PR agency for developing the
communication plan and it will also decide/ estimate the budget of the project.
DESIGN TEAM it will be responsible for the visual appeal of the hotel and also for the
efficiency of the available space.
CONSTRUCTION TEAM it will execute the rehabilitation plan developed by the design team.
5. Project Management and operational timetable
We will follow the logical track of the activities of the project to get to the final purpose:
transforming Vraja Mrii into one of the most interesting recreational hotel of the Romanian
seaside.
For this aim, the activities needed are:
STRATEGIC MARKETING. We will do a Market Research to find out the needs of the potential
customer, so that we offer the needed services and the wanted quality.
FESABILITY. We will develop a Feasibility Study and a Business Plan to gather the main
important information and also a Task Book to distinguish the required needs and the persons in
charge.
APPROVALS. We will require the necessary approvals to fulfill the legal part of the project.
PROJECTION. The projection is needed in order to point out the needed changes and also to be
able to note the evolution of the hotel after the changes are implemented
EXECUTION. The most complex part of the project and it involve the implementation of the
projection. It implies:
Construction building
Design developing
Backyard arrangement
TESTING. We will test the improvement ideas for the hotel after the execution is done.
DISSEMINATION. After the testing we will communicate the project so we will need to
disseminate the information through marketing activities:
Promotion strategy development
Promotion strategy implementation
RELEASE. The hotel is ready to be reopened.
PROJECT MANAGEMENT. Every activity is constantly managed by the person in charge of
that exact activity.
Activity chart
2016
Activity
1.
STRATEGIC
MARKETING
1.1. Market Research
2.
FESABILITY
2.1.
2.2.
2.3.
3.
4.
5.
5.1.
5.2.
5.3.
6.
7.
7.1.
7.2.
8.
Person in charge
Florinela Mocanu
2017
5
Florinela Mocanu
Andreea tefania
Stoian
Feasibility Study
Andreea tefania
Stoian
Business Plan
Andreea tefania
Stoian
Task Book
Andreea tefania
Stoian
APPROVALS
Ioana Lefter
PROJECTION
Ioana Lefter
EXECUTION
Ioana Lefter
Construction building Roberta Rducu
Design developing
Roberta Rducu
Backyard arrangement Roberta Rducu
TESTING
Roberta Rducu
DISSEMINATION
Roberta Rducu
Promotion
strategy Florinela Mocanu
development
Promotion
strategy Florinela Mocanu
implementation
RELEASE
Florinela Mocanu
9.
PROJECT
Ioana Lefter
MANAGEMENT
9.1. 1st Activity management Ioana Lefter
9.2. 2nd Activity management Ioana Lefter
9.3. 3rd Activity management Ioana Lefter
9.4. 4th Activity management Ioana Lefter
9.5. 5th Activity management Ioana Lefter
9.6. 6th
management
9.7. 7th
management
9.8 8th
management
10
11
12
13
14 15
16
17
18
B.
B.1.
PROJECT GOAL
JUSTIFICATION OF THE PROPOSAL
1. Background
Between 1960 and 1989 there were built, in various Romanian vacation resorts, 200 hotels that were
managed by the state. As private hotels were practically inexistent, these hotels were booked at full
capacity each season. In the Neptun resort there were built 7 such national hotels and all 7 hotels could
receive 2000 guests at once. One of these hotels is Vraja Mrii, the hotel we want to rehabilitate. The
hotel has 200 rooms that have the capacity to receive 200 families (approximately 400 adults plus
children).
After the fall of the communist regime, the management of the hotel was changed and the hotel begun to
be administrated by THR (Tourism, Hotels and Restaurants). The new management that didnt invest in
the renovation or the promotion of the hotel and also the high number of private hotels what were open
in Neptun resort led to a gradually decrease in the number of tourists of Vraja Mrii hotel. The
consequences of the decrease number of tourists are: a high number of layoffs and a significant decrease
in the hotels profit.
The Vraja Mrii hotel has economic potential as it is the largest hotel in Neptun resort, it is the hotel that
needs the least structural changes compared to the other existing ones and it is the only hotel from
Neptun resort that has its own restaurant. Vraja Mrii hotel is also one of the few remaining hotels that is
still open, as in 2014 the National Institute of Statistics revealed that 4 out of the 7 hotels of Neptun
resort are closed.
2. The problems addressed by the project and the means of identifying them
The revenue of Mangalia City Hall used to receive 15% from the Vraja Mrii hotel, which made the
hotel one of the main revenue resources for the City Hall. The decrease number of revenue from the
hotel is revealed by the City Hall Annual Revenue Registers. Starting with the year 2005, the revenue
amount decreased by 1% each year, the 2014 Mangalia City Hall Annual Revenue Register revealing that
the revenue received from the Vraja Mrii hotel was only 5%.
The hotels Annual Bookkeeping Reports indicate the decrease of the profit. In 2004 the hotels profit
was 80.000.000 lei and it gradually dropped each year. In 2014 the profit of the hotel was 30.000.000 lei.
At the same time, the decreased number of tourists can be observed by analyzing the hotels Annual
Check-In Reports. The last time when Vraja Mrii hotel was fully booked was August 2004. The
following years only half of the hotels rooms were booked and in 2013 only 30% of the rooms were
booked. In 2014 there was registered the lowest number of booked rooms only 20%.
In order to identify the causes of the hotels decrease number of tourists and profit, the hotels
management initiated both a qualitative and a quantitative research. There were analyzed the online
travelling forums, the online tourism blogs, the social media reviews of the hotel, the hotels impressions
book and the media coverage of the hotel from the last 10 years. The results showed that the number of
tourists reduced because of the limited services the hotel offers, the poor quality of those services, the
lack of qualified employees and the lack of promotion of the hotel.
BREAKDOWN OF RESULTS
B.3.
IMPACT
10
c.
Permanence
The management of the hotel will be advised to support the development of a welcoming
website.
The online tourism websites that will partner with the hotel will be constantly monitored
for assuring that they respect the protocol decided by the PR and Marketing teams of the
project.
Both online and offline tourism agencies will be updated each second month regarding the
promotional packages that the hotel offers.
The hotel management will organize periodical surveys to identify the changes that need to
be made so that the tourists will be satisfied by the facilities the hotel offers.
B.4.
DISSEMINATION
1. Strategies and initiatives to ensure that the project has the desired impact
Create promotional packages for tourist groups.
Establish a partnership with the Education Ministry which will conclude that the hotel will offer
free accommodation for one month for 40 students each season.
Create partnerships with well known travel agencies, such as ChristianTour and Portvoyage.
Online campaign both on social media and travelling forums.
TV campaign
2. Dissemination during the project
A teasing online campaign that will rise the interest of the potential customers about the
transformation of the hotel.
3. Dissemination at the end of the project
Online campaign including an official website of the hotel, an official Facebook page of the hotel
with daily posts, Facebook Ads, Google Ads.
Endorsement projects with travel bloggers that will be invited to visit the hotel and to give a
feedback on their stay.
TV campaign that will increase brand awareness among potential customers.
Nation and international travel sites presence.
Presence on brochures, catalogs and flyers of the partner travel agencies (POSM).
Presence at national tourism fairs.
C.
C.1.
WORK PACKAGES
WP1: Strategic Marketing
Description identification of market opportunities, development and
implementation of the campaigns strategies, evaluation of external medium
Period first month of the project
Activities Market Research
11
12
PROJECT MANAGEMENT
1. Steering Committee
The Steering Committee is formed by experienced and capable management experts who will
guide the whole process so that will lead to a real success.
The Steering Committee has in its structure four managers:
Diana Pietreanu, vice-mayor of Mangalia.
Paul Dobrinescu, manager at Vraja Mrii hotel.
Mariana Coman, financial manager at Vraja Mrii hotel.
Adrian Marin, operational manager at Pro Team.
2. Organization and management structure
The structure will determine the percentage of responsibility of partners throughout the project,
with progressive changes that are necessary in order to avoid sudden changes in the overall
objective of the project. It will be developed the estimation of the necessary human resources for
the project, the analysis of quantitative and qualitative availability of personnel, the analysis of the
possibilities of providing human resources, establishing their insurance sources and the
development and implementation of the plan.
Sponsor
Project Management
Florinela Mocanu
Quality manager
Roberta Rducu
Crisis/financial
manager
Ioana Lefter
13
HR manager
Andreea tefania
Stoian
14
15
16