THE FINANCIAL

UNIVERSITY OF FINANCE – MARKETING

FACULTY OF MARKETING

ANALYZE MARKETING MIX 7P’ STRATEGY OF

THE SHELLS RESORT AND SPA

Name class: Marketing Services

TEACHER GUIDELINES: ThS. Ninh Đức Cúc Nhật
Code: 2021702052708

Number of
Full name ID
members
1 Trương Thế Toàn 1921005709
2 Trương Tôn Anh Thi 1921005673
3 Bùi Trần Thảo Nguyên 1921005564
4 Phạm Trần Kiều Sương 1921005639
5 Đặng Văn Đăng 1921005381
Mục lục
 ANALYZE MARKETING MIX 7P’ STRATEGY OF
THE SHELLS RESORT AND SPA

Section 1: Introduce.
1.1 overveiw
The Shells Resort & Spa Phu Quoc, also known as The Shells Phu Quoc, is in Ganh
Gio, Duong Dong, Phu Quoc. Modestly located in the heart of Ong Lang, nestled on the
largest and most beautiful island in Vietnam, The Shells Resort & Spa beachfront resort in
Phu Quoc offers guests true relaxation and relaxation. Modern and minimalist design driven
by seashell concept, openness and harmony with nature, The Shells presents a peaceful and
peaceful setting where nature and people are one, the hustle and bustle and bustle is not in the
dictionary of guests. The Shells Resort & Spa - Phu Quoc is the ideal spot for travelers who
want to explore Phu Quoc Island. From here, guests can easily access the lively beauty of
the city from every angle. With a convenient location, the hotel offers easy access to the city's
popular tourist attractions. At The Shells Resort & Spa - Phu Quoc, every effort is made to
make guests satisfied. To do that, the hotel will provide the best service and facilities. A
rigorous selection of top facilities such as 24-hour room service, free Wi-Fi in all rooms, 24-
hour security, daily housekeeping, taxi service can be enjoyed at the hotel. hotel.
1.2 Development and development schedule
2013: Officially started construction and laid the first bricks for a high-class resort
named The Shells Resort & Spa - a large-scale resort project of Tran Thai Group with great
potential. There is a huge tourism potential in Phu Quoc island.
April 26, 2014: The Shells Resort & Spa Phu Quoc was officially opened by Tran Thai
Group and officially put into operation. This is one of the key projects of Tran Thai Marina
Resort & Villas.

In November 2015, The Shells Resort & Spa Phu Quoc excellently received the highest
award in the design category with the award for the hotel with the most beautiful architecture
(Best Hotel Architecture Design) awarded by the Group. Asia Property Award at the South
East Asia Property Awards.
On May 31, 2016, The Shell Resort & Spa Phu Quoc received the "Love by Guests
Award 2016". The "Guest Review Award" is an award chosen by Hotels.com to honor world-
class resorts and hotels. With a total score of 4.5/5 in 2016, The Shells Resort & Spa Phu
Quoc is highly appreciated by customers for the quality of service as well as the comfort and
convenience of staying here.
Up to now, the shells Resort & Spa Phu Quoc has been constantly growing and
developing, it always carries in it "The Flow of Nature" with a unique, classy and different
design structure from many other resorts. in Phu Quoc. Harmony with nature and improving
quality of life are the values that The Shells Resort & Spa Phu Quoc brings to customers.
1.3 Vision and misson
Vision: With pioneering aspirations and investment strategy - sustainable development,
the shell resort and spa Phu Quoc orients to develop into a large resort group not only in the
region but also in the whole world. in the world, constantly innovating and creating to create
an ecosystem of high-class products and services, contributing to improving the quality of
people's lives and raising the position of Vietnamese brands in the international arena.
Striving to become a tropical resort paradise in Asia. The Shells resort and spa will become
the leading luxury resort destination in Asia. Quality service, the advantage of a prime
location, infrastructure, and high-class facilities will be the foundation to bring great
experiences for your stay at The Shells resort Phu Quoc.
Mission: To bring visitors a true resort paradise, where they can immerse themselves
in the green of nature, live, experience and recreate themselves after busy periods of life.
daily life and work. This is thanks to the right investment in the landscape, infrastructure,
services and 5 -star amenities at the shell resort and spa Phu Quoc.

Section 2: Market & Competitors Analysis

2.1 Market analysis
2.1.1 Composition
In Phu Quoc, there are many types of resorts from medium to high-class, from 3 stars to
5 stars depending on the economy and needs of each visitor when coming here to visit and
relax. Coastal resorts account for the majority, in addition, there are other types of eco-resorts
of primeval forests, but they account for a small percentage.
Resorts in Phu Quoc have many different types:
- Resort resort
- Honeymoon Resort
- Resort travel
2.1.2 Location
The top hotels in Phu Quoc are concentrated on the west side of the island, while also
stretching across the island's main beach, Bai Truong. This part of the sea on this side of Phu
Quoc island is characterized by being very calm, clean and has a long stretch of white sand
along with warm water during the dry season (November-April), which is a very favorable
condition. ideal for travel. There are currently no hotels on the east side of the island,
although in this area there are also some of the most beautiful beaches of Phu Quoc island
such as Bai Sao, Bai Vong and Bai Khem.
2.1.3 Size
Most accommodation establishments in Phu Quoc are motels and small hotels. Out of
100 existing accommodation establishments with 2,900 rooms in Phu Quoc, only 15 hotels
with 952 rooms are of international standard by CBRE, including four luxury 4-star hotels
(206 rooms), six standard 4-star hotels (580 rooms) and five luxury 3-star hotels (166 rooms).
On average, each luxury hotel in Phu Quoc has only about 47 rooms.
Top 10 Resorts in Phu Quoc:
- Vinpearl Phu Quoc
- VinOasis Phu Quoc
- Salinda Phu Quoc Island Resort & Spa
- Novotel Phu Quoc Resort
- JW Marriott Phu Quoc Emerald Bay
- InterContinental Phu Quoc Long Beach Resort
- Fusion Resort Phu Quoc
- Premier Village Phu Quoc Resort
- Eden Resort-Eden Garden in the heart of Phu Quoc Phú
- Famiana Resort & Spa Phu Quoc

2.1.4 Trends
Phu Quoc is an island with 150km of coastline, 99 mountains and 62% of primeval
forests with potential for tourism development and possesses many natural resources that are
beneficial for attracting resort tourism. Typically, pristine beaches, rich primeval forest
ecosystems, beautiful landscapes, historical sites. Resorts in Phu Quoc began to design hotels
and restaurants in the direction of harmony with nature, hotels and restaurants were built
along the coast with border views. The entertainment and relaxation services are perfectly
optimized with many styles for visitors to choose from. To meet the higher demand, the
resort also has many other entertainment facilities such as gym, tennis court, spa, large
swimming pool, etc., along with play areas for children.
Food is also the most changed, the menu is changed to create a richness in the Asian
culture to help visitors experience the most perfect vacation.

2.2 Competitor
In Phu Quoc, there are many different types of room rentals and services as well as fierce
competition in offering strategies to meet the needs of customers. However, for here, we
focus on analyzing hotels with the same 5-star standard in Phu Quoc island - direct
competitors in the same segment:
1. Vinpearl Resort and Spa
This is the first high-end product of Vinpearl in Phu Quoc. The resort has bold Indochina
architecture with a typical red tile roof.
The resort is conveniently connected to 4 other Vinpearl resorts on Phu Quoc Island with
international standard 27-hole golf facilities, Vinpearl Land amusement park and the first
semi-wildlife conservation park. and the largest in Vietnam - Vinpearl Safari. Therefore, this
resort is popular with family, group of friends or couples.
The resort came into operation in November 2014 and is built and managed by Vingroup.

2. Salinda Premium Resort & Spa

Nestled on the beautiful beach of Duong Dong - Phu Quoc, Salinda Resort & Spa is a
design that blends indigenous culture and contemporary architecture. Every material inside of
this hotel exudes the elegance and luxury inherent in a 5-star resort on the island. However,
the areas still follow the close, warm wood tones. Room design focuses on the view with a
large balcony with delicate white colors. The lake area, outdoor hut has a large area, natural
decoration with stone background, brick wall, curtains to bring a relaxing and completely
quiet spa space.
Resort invested by Salinda Corporation and officially opened in October 2014.

3. InterContinental Phu Quoc Long Beach Resort

Belonging to a chain of luxury resorts of IHG Group in Vietnam in many famous
tourist destinations such as Da Nang, Hanoi, and Nha Trang, InterContinental Phu Quoc
Long Beach is a 5-star resort convering architectural beauty. Modern architecture blends
nicely with the irresistible hidden beauty of the beautiful paradise island.
The resort impresses me from the moment I step into the reception hall by decorated
basket boats on the ceiling. This is a means of attachment to the life of fishermen on the
island, so the hotel wants to honor and promote this unique historical culture. Not only that,
but this place also has an eye-catching wavy sand wall using completely natural sand of Phu
Quoc. This great combination still retains the elegance and elegance and creates an
unmistakable great highlight when it comes to InterContinental Phu Quoc Long Beach.
The resort was put into operation in June 2018, operated and branded by
InterContinental Hotels Group (IHG), branded InterContinental Hotels & Resorts - the first
international luxury hotel brand. In the world.

4. Muong Thanh Luxury Phu Quoc Hotel

Muong Thanh Luxury Phu Quoc Hotel is located in Sonasea Villa & Resort tourist
complex in Bai Truong complex, Duong to commune, Phu Quoc island. This is the first 5-star
standard hotel invested and built by Muong Thanh Group in Phu Quoc and officially
welcomed guests on December 24, 2016.

Some differences between hotels:

The Shells Vinpearl Resort Salinda InterContinental Muong Thanh

Resort & Spa and Spa Premium Phu Quoc Long Luxury Phu Quoc
Resort & Spa Beach Resort Hotel

Location It is about About 6.1km The resort is

17km from about 32.7 km from Phu about 11 km 8.3km from
Phu Quoc from Phu Quoc Quoc airport, from Phu Phu Quoc
airport, about airport, about 25.7km from Quoc airport, International
5-7km from 19.8 km from Vinpearl about 14 km Airport and
the center. Duong Dong Land Phu from Duong 12km from
The hotel is town and about Quoc and Dong town Duong Dong
located 5 km 22 km to Phu 29.2km from and Dinh Cau town.
from the city Quoc night Vinpearl night market.
center and market. Safari.
has easy
access to
other sites in
the city.
With a
convenient
 location, the
hotel offers
easy access
to the city's
popular
tourist
attractions.

Size  134 rooms  750 rooms  121 rooms  339 hotel  scale of 9
in and 4 villas and villas rooms, floors
Building  6 types of  4 types of 115 including
and Villa rooms rooms luxury 276 rooms
area. resort with 5-star
 5 types of apartment standard
rooms s and 5  4 types of
villas. rooms
 There are
4 zones,
each zone
has from 2
to 3 types
of rooms.

Free  Free in-room    Free of

Special breakfast minibar Free Free charge 2
Policy Free for 1 minibar breakfast breakfast children
child  Free tickets Free for 2 under 5
under 6 for Vin breakfast children years
years old Wonder for under 12 old/room
There are  Free for 1 children years old
cribs for child under 4 under 6
children years old years old

Differen  Has a  Internationa  Sauna  4  Bar near

t private l standard room swimming the pool
facilities beach golf course  Children's pools  There is a
 There is a  Auditorium play area  There is a VIP dining
garden to Children's  3 types of children's room
organize play area swimming play area Karaoke
events, pools: On-site room
meeting indoor, ATM available
services outdoor  Free
 Wave Spa and kids bicycles
and high with and tennis
quality aeration at the hotel
gym gym sục
 Private
beach

Design The back is elegant cross design Combining 1 building

leaning neoclassical between modern with luxurious
against the architecture. indigenous conveniences and modern
mountain, The harmonious culture and with island design
the face combination of contemporar charm, all of
facing the modern y architecture our rooms
sea is built in architectural offer stunning
the shape of style and views of the
a dome classical sparkling
based on the European style. ocean, vivid
idea that green
seashells mountains,
from the sea landscaped
embrace the gardens or
blue beach, lagoons.
white sand in
the heart.

Price From From 2,960,000 From from from

 2,000,000vn VND 2,500,000 3.000.000 vnd 1.000.000 vnd
d VND

others Currency there is a Hot mineral Babysitting  There is a

exchange presidential bath service service presidentia
mansion. available l suite.
 Currency
exchange

Section 3: Target customers analysis & Positioning Strategy

3.1 Target customers analysis
The Shells Resort & Spa Phu Quoc is a 5-star resort with modern facilities that mainly serves
foreign guests, focusing on tourists in countries such as Eastern Europe, Western Europe,
Northern Europe and Northern Europe. inland. In addition, markets such as Northeast Asia,
ASEAN, especially Korea are potential markets and need to be further promoted and
promoted.
The target customers that The Shells Resort & Spa Phu Quoc targets are the following:
 Nationality: Most are foreign tourists and Vietnamese tourists
 Age: Middle-aged
 Occupation: office and merchant
 Income: Over 10 million / 1 month
 Education level: completed general education or higher
 Job Summary: Meeting, exchanging and working with customers or working in a
stressful, pressurized environment needs time to relax.
 Purpose of tourism: often traveling in groups or with families wishing to stay at places
near the beach for convenience to rest, relax and enjoy local specialties.
3.2 positioning Strategy
3.2.1 The Shells Resort & Spa hotel brand positioning
3.2.1.1 Identify the target market of The Shells Resort & Spa
Market Segmentation
 The main segmentation method used is: Sort by purpose of trip and by nationality.
 Market segmentation and target market selection

Segment:
- Segmentation by trip purpose: It is divided into 2 groups of tourists: domestic official
tourists and purely domestic tourists. In which, business guests are the main source of
guests of The Shells Resort & Spa.
- By nationality: Guests from Europe, America, Australia, Northeast Asia: China,
Japan, Thailand. The hotel is currently focusing on Korean guests.
Target market selection
According to CBRE's report, most tourists, especially foreigners on vacation, prefer to
stay at hotels that are close to nature and do not lose the natural landscape of the island.
Therefore, the target market that The Shells Resort & Spa needs to focus on exploiting are
market segments such as Eastern Europe, Western Europe, Northern Europe and the domestic
market. In addition, markets such as Northeast Asia, ASEAN, especially domestic service
guests and South Korea are potential markets and need to be further promoted and promoted.

3.2.1.2 Define positioning criteria

Identify competing hotel products and services:
 Each room at The Shall is like scallops facing the sea, with an open design, all rooms at
The Shell have sea views for guests to easily catch the sun and wind from nature. With a
convenient location, back against the mountain, facing the sea, creating a pre-squad position,
The Shells Resort & Spa is considered an ideal resort when fully converging prime
factors: mountains, forests, seas, lakes and even cliffs.
Define positioning properties:
Price - Quality & Abundance of Service
The hotel scale includes more than 40 rooms fully equipped with modern amenities.
The bungalows are divided into two types, including 19 beach bungalows with private pools
and 12 beach bungalows.
One of the remarkable services of The Shells Resort & Spa is Wave Spa - a special
treatment house with spa and beauty services made of 100% natural products, giving you
relaxing treatments. Effective physical and mental relaxation. Coming to this place,
customers can enjoy natural herbal teas with the gentle sound of the sea or the rustling sound
of the trees, which will surely help you find a calm and relaxed in my soul.

The resort also regularly offers you recreational activities during your vacation. You
can also participate in exciting sea games such as windsurfing, parachuting, canoeing, jet
skiing, golf screen, karaoke, mountain climbing.
Not only that, but The Shells is also an ideal place for business trips on the island, or
guests who need a place to hold important events.
Price - Quality & Unique Architecture
Based on the resort's main design concept in shell shape, 94 Courtyard Villa is the
perfect combination of architecture that harmonizes people with nature. Accordingly, each
villa has a maximum area of 250m2, is built towards the sea and is isolated from the
surrounding space by fences covered with flowers and trees.
The swimming pool is designed in a semicircle shape as if embracing the romantic
beach of Ong Lang beach. Unlike Phu Quoc resorts that create the green background effect of
the lake bottom, The Shells Resort & Spa's swimming pool is like a giant chess board with
black and white squares meticulously paved under the water. clear, cool. At The Shells
Resort & Spa's swimming pool, there is also a system of stone sun loungers designed to
match the color of the lake bottom.
 The restaurant's interior decoration with soft colors and warm lights brings a romantic
and sweet space in every party here. Especially the designs of the restaurant are mostly made
from natural materials such as wood, rattan, ...tissue.
3.2.1.3 Locate competitors on a navigation map
For the domestic public service customer market

For the intermediate market are travel agencies that send purely domestic tourists in groups
For the foreign market (Korea, Russia)

3.2.1.4 Analysis of demand distribution

For the target audience, based on analysis and evaluation, The Shell Resort & Spa will offer
suitable positioning options to maintain the source of visitors to the Resort.
3.2.2 Choosing a positioning strategy chiến
On the basis of identifying the target market, identifying the differences compared to
competitors, The Shells Resort & Spa will apply the specific positioning selection method as
follows:
For the public service market
Brand positioning through the hotel's rich service image and service quality
For the purely domestic tourist market in groups

Positioning the brand as a Resort is cheaper than other hotels of the same class in Phu Quoc.
For the foreign market (Especially Russian and Chinese customers)
For foreign tourists, they often prefer hotels with "unique" architecture and rich services, so
here, we will position the resort through its unique architecture and rich services.

Section 4: Analyzing the Marketing Mix (7Ps) Strategies

4.1 PRODUCT STRATEGY

4.1.1 Core products

A resort has many different activities and service chains, but core products usually only have
one. It is "the room". Rooms of The Shells Resort are divided into 5 categories.

 Premium Deluxe Ocean View

Located on the main building, equipped with modern furniture, the room has a large view of
the sea and the main swimming pool area. There is no elevator connecting the floors and the
room cannot accommodate an extra bed.
o King 2m x 2m
o Twin 1m x 2m
o Sofa bed 0.5 – 0.8m x 2m
o Area 75 m2.
o Balcony with sea and pool view
o 01 large bed or 02 single beds depending on room availability.
o Room does not have extra bed, only Sofa bed.
o Bathtub
o Welcome drink at reception
o Free Wifi
o Free tea, coffee and mineral water every day
o Free airport shuttle, book 72 hours in advance

 Luxury Villa Garden View

Located in the Villa area, behind the main house. Villa with unique design has a spacious
garden outside for private space.
o King 2m x 2m
o Twin 1.2m x 2m
o Extra bed 1m x 2m
o Area 80 m2.
o Balcony overlooking the garden
o 01 large bed or 02 single beds depending on room availability.
o Up to 01 extra bed can be added.
o Bathtub
o Welcome drink at reception
o Free Wifi
o Free tea, coffee and mineral water every day
o Free airport shuttle, book 72 hours in advance

 Luxury Villa Poolside

Located in the Villa area behind the main building, all Villa rooms are designed in a modern,
luxurious and private style with a spacious garden area located near the swimming pool area.
Convenient for swimming pool access at all times.
o King 2m x 2m
o Twin 1.2m x 2m
o Extra bed 1m x 2m
o Area 80 m2.
o Balcony overlooking the garden
o 01 large bed or 02 single beds depending on room availability.
o Up to 01 extra bed can be added.
o Bathtub
o Welcome drink at reception
o Free Wifi
o Free tea, coffee and mineral water every day
o Free airport shuttle, book 72 hours in advance

 Luxury Suite Ocean View

Located on the main building, the room features a spacious balcony with panoramic views of
the beach and main swimming pool. Elegant and luxurious design with full amenities.
o King 2m x 2m
o Sofa bed 0.5 – 0.8m x 2m
o Area 80 m2.
o Balcony with sea and pool view
o 01 large bed or 02 single beds depending on room availability.
o Room without extra bed
o Bathtub
o Welcome drink at reception
o Free Wifi
o Free tea, coffee and mineral water every day
o Free airport shuttle, book 72 hours in advance

 Family Suite Ocean View

Located on the main building, the room features a spacious balcony with panoramic views of
the beach and main swimming pool. Design 02 bedrooms suitable for families with young
children.
o 1 King 2m x 2m
o 1 Twin 1m x 2m
o Sofa bed 0.5 – 0.8m x 2m
o Area 80 m2.
o Balcony with sea and pool view
o Room does not have extra bed, only Sofa bed.
o Bathtub
o Welcome drink at reception
o Free Wifi
o Free tea, coffee and mineral water every day
o Free airport shuttle, book 72 hours in advance

4.1.2 Supplementary Services

 Facilitating Services
 Information:
Resort through many means of providing information to customers such as through the
Internet, web and reception
+ Prices are published and given on most websites, customers can refer and choose according
to their needs. In addition, customers can call directly to receive advice from staff 24/7. In
addition, the resort's official website also has 6 languages: English, Vietnamese, Japanese,
Korean, Russian and Chinese to serve foreign tourists.
+ In addition, one of the information that customers want to be provided most is in the resort,
including services such as spa, restaurant, private beach, gym, conference room, airport
shuttle, car electricity in the resort's premises,...
+ about the warnings. When there are dangers as well as problems, the company always gives
warnings as well as reminds customers of the bottle to avoid bad consequences. For example,
due to the impact of the Covid epidemic, some services such as large wedding parties will not
be served and passengers will be required to have their temperature checked when entering
the resort. This information is brought to customers through many means so that customers
can timely grasp and have a good experience.
+ All conditions to use the service are also consulted and brought to customers so as not to
affect their trip as only 1 child under 6 years old is free when traveling with parents. Only
customers over 16 years old can use some Spa services with parental permission.

 Other-Taking
with the development of the Internet as well as electronic devices. Customers can order
services through many ways
+ Applications: can register for membership card to receive many incentives. Booking
through it comes with some membership requirements
+ Other Entry: can book through intermediaries, on the company's website, by mail or after
being consulted remotely by staff
+ Reservations and Check-in: Customers can come to the place. Visit the site then book
directly through a consultant or reception
There are also some other types of services such as motorcycle on rent, etc.

 Billing 

Depending on the needs of customers, the company can provide a number of invoices
according to their requirements such as:
+Invoices for individual transactions
+ VISA cards
+ Self-billing, etc

 Payment
With modern equipment as well as flexibility in capturing the needs of customers. Currently,
customers can pay in many ways:
+ Self-service: Insert card, cash, token into machine.
+ Direct to payee or Intermediary: because it is possible to book through many different
means, the company allows payment through a 3rd party before using the service.
+ There is also a foreign currency exchange for the convenience of foreign tourists.

 Enhancing Services
- Consultation
Since customers are received by employees in the company, there is always a team of
professional receptionists and consultants to explain to customers most of the functions as
well as advise on issues that customers are interested in. In addition, when there is a problem
with the equipment in the room, the technical team will send technicians to support customers
when required. In addition, there are flexibly supported services such as Doctor on call or
mini bar.

 Hospitality
As a most modern 5-star resort, inside the company is also fully equipped with waiting
areas for customers. where customers are served water, newspapers,etc.
Customers coming to the resort are always warmly greeted and cared for by the staff,
with luggage transport and valet parking.
Security is always the company's top priority. There is always a security team on patrol
to ensure the safety of customers and help them when needed. This is subtly assigned so as
not to affect the client.
  Safekeeping
The company has a bus to take passengers to the hotel. Provide several services to each
launcher. In addition, before customers use the room, the company always assigns people to
check the room and clean the room so that customers always have the best experience.
A special feature is that the company provides a crib for the baby if the customer needs
it. This gives parents peace of mind with their children.
With the use of magnetic cards, the company also meets the convenience and personal
safety of customers.
 Exceptions
Hotels coming to the resort will enjoy many other services without having to go out
such as bathing at the private beach, gym, spa, restaurant, conference room, party
organization, souvenir shopping area, boating, etc. Internet, transfer by tram in the resort and
many other services with high standards optimized for customers

4.2.3 Delivery Processes

With professional professionalism and a qualified system, when customers have needs,
the reception will notify and arrange appropriate services, usually from 5 to 15 minutes to
solve problems as well as provide services. Possible services for customers
With a team of consultants working 24/7. The company always brings the fastest and
most timely services to the needs of customers.
To meet the safety needs of customers in the current pandemic situation, the resort has
done a good job of delivery such as:
- Maximize digital platforms.
Adjusting to the impacts of COVID-19 means beach resorts will have to maximize their
digital platforms. In addition to creating innovations that might fit their space, they will also
do well with improving their already existing digital channels.
In particular, beach resorts can create easy-to-use online forms with user-friendly
interfaces. Every time their customers request to bring a product or service to their room, they
don't have to use outdated technology like phones that can be faulty to some degree and
potentially risky to use. These forms or online platforms should be comprehensive enough
that they can fully list all of the beach resort's available products. From the comfort of their
own laptop or mobile phone, customers can access free meals, toiletries, or other items they
can use at their discretion.
- Provide personalized customer service
 Beach resort managers are well aware that they are accommodating a diverse range of
guests in their premises. Managers always consider the welfare and safety of people,
especially when it comes to improving their experience in the post-COVID-19
accommodation environment. Another way they can make room delivery better for customers
is to customize each service to meet their individual needs.
Guests need to feel valued by the resort. This can be done by investing in room delivery
services that are efficient and tailored to the specific needs of the customer.
By doing this, guests will be able to experience a more convenient method of accessing
everything the resort has to offer.
- Choose a cashless payment system
Cashless payments are sure to become the norm after COVID-19. Therefore, beach
resorts should not be left behind when it comes to applying this technology to their delivery
services. The cashless system is efficient, secure and widely available.
When ordering something from the convenience of their room, guests won't have to risk
their safety and the safety of their employees through traditional payment methods. Instead,
transactions can be made through secure, cashless routes that are transparent, seamless, and
require no direct contact with others.
- Improve in-room comfort
Managers regularly ensure that their facilities and amenities are up to standard and
improve amenities in every guest room.
Like a private Internet connection and strong enough to meet the needs of customers.
This can be one of the main methods by which they can take advantage of the many services
the resort has to offer. The Wi-Fi connection is reliable so guests will also be able to enjoy a
more comfortable stay in their room while staying connected with hotel staff should they
have any requests.
Besides the Wifi service, the resort always focuses on the cleaning and maintenance
services of each room are equal. This makes it easy for vacationers to understand that the
resort management is doing everything it can to provide them with an unforgettable
experience.
- Coordinate with in-house services
In-house services are valid for every beach resort. The resort has done a better job of
giving guests full access to these services than for the management to maintain a constant
flow of communication with these internal services.
 In-house restaurants are often the type of establishment available in beach resorts. They
are part of the beach resort experience, as they give guests a glimpse of what the resort has to
offer. Through freshly cooked meals containing only the finest ingredients, guests can truly
enjoy their experience.
Well-coordinated resort management and in-house staff means better room service and
a more fulfilling stay for guests.

4.2 VALUATION STRATEGY

4.2.1 Pricing target
In any industry or business field, price always plays a very important role, being the
deciding factor for customers to use your products and services or not. The same goes for the
hotel business, when there are too many competitors, from the "big guys" to hotels in the
same market segment, small hotels can adjust their pricing strategies accordingly to survive.
present and develop. Besides, the price level affects the business results of the business
because:
- Price affects the volume of product sold. The selling price is one of the
important criteria in the purchase and selection of customers.
- Price has a strong impact on earnings by affecting the profitability of the
business.
Pricing objectives must derive from the overall goals of the business and its product
positioning strategy and must be coordinated with other marketing mix strategies (product
strategy, distribution strategy, promotion strategy). up). The clearer the goal, the easier it is to
determine the price of the product.
4.2.2 Price Strategy Analysis of The Shell Resort & Spa Phu Quoc

TYPES OF ROOM AT The shell resort & spa Phu Quoc

Luxury Villa Poolside Villa Family Spa Offer -

Garden View (Villa Suite Luxury Villa Premier Deluxe
(Luxury Villa Poolside) Ocean Poolside (Spa Ocean View - Half
Garden View) View Offer - Luxury Board (Breakfast +
Villa Poolside) Lunch or Dinner)

- Price from 1.4 -Price from - Price - Price from 4 -Price 5 million-5.3
 million - 1.5 1.5 million-1.6 from 2.7 million-4.5 million / night
million / nightđê million / night million to million / night -1 Large bed
- 1 large bed and - 1 large bed 2.9 million -1 large bed
2 single beds and 2 single -2 large - View of the
- Room area beds beds and 2 terrace balcony
80m2 - Room area single beds.
-View direction: 80m2
Garden -View
- Roundtrip direction:
airport transfers Garden
- Roundtrip
airport
transfers

It can be seen that the shell resort & spa Phu Quoc applies a better pricing strategy than
its competitors. In this strategy, the price of the hotel will be at the price that the customer can
pay for the services at the hotel. So, the hotel can set the standard for its hotel that is 5 star
standard. At the same time, helping the hotel to compete well with hotels in the same 5-star
system right in Phu Quoc.
At The shells resort and spa, they always have rooms with mid-range prices and rooms
with high-end prices. To attract a diverse customer base of pay. Besides, they will have
rooms for customers who pay a high price to have a good view. This strategy makes the price
more reasonable to customers. However, hotels need to avoid the negative effects when
customers underestimate the quality of their services when looking at the price.
In the next year's general strategic plans, the hotel has focused on researching,
understanding the market, understanding competitors to set out a reasonable and effective
pricing policy. Shown in the price of bedroom rental, the hotel has applied reasonable price
policies based on the needs and ability of the hotel to pay.
Because the hotel's target market is foreigners and some people in the country have a
good income, the hotel has long-term business relationships with major reputable travel
agencies around the world. markets such as: vn TOURIST, Vinatour,... In order to be able to
do business in the long term, the hotel has calculated the percentage amount in the price to
divide the commission for those travel companies. Because according to calculations, the
number of guests is almost from travel companies, creating a huge source of revenue for the
hotel.
To set the optimal selling price, increase customer attraction; It is necessary to calculate
the total cost, considering the price of competitors and the market price. Then determine the
acceptable price range 23 for your business. From there, analyze and evaluate the break-even
point and expected profit; Establish the business structure and determine the optimal selling
price.

4.3 DISTRIBUTION STRATEGY

4.3.1 Tình hình kênh phân phối
4.3.1.1 Các hình thức đặt phòng
a) Book a room at the resort location: Ganh Gio Beach, Kien Giang
The Shells owns a convenient location when located at Ganh Gio beach, located on the
road to the North Island, only 10 minutes drive from the center of busy Duong Dong town.
Not only brings tranquility and privacy to a Phu Quoc vacation, but with this central location,
visitors can quickly move to famous attractions in Phu Quoc such as Dinh Cau, Dinh Ba,
Vinpearl Land and Safari Phu Quoc, …
b) Book at the website
The Resort's website offers 6 easy-to-use language options for visitors: English,
Russian, Korean, Vietnamese, Chinese, and Japanese. The quality of the website's form and
content is highly appreciated by Google for its convenience and useful information for
customers.
c) Put on social networking sites
Facebook is currently one of the most developed social networks both in Vietnam and
around the world. The growth of social networks is associated with an increase in the number
of users as well as the spread of information among users. Therefore, The Shells have used
them as a new information exchange channel between hotels and customers. Through this
channel, customers can find the latest information about the hotel, as well as give their
feedback to the hotel.
d) other forms of booking
Other distribution channels also used by The Shells are intermediaries such as travel
agencies, hotel-specific websites such as: Traveloka, Agoda, Trivago. Through intermediary
channels, the registration of customers, especially international guests, will be much easier
and more convenient than direct registration because the procedures are all explained by the
intermediary units. decided instead.
e) book tour
Through websites that help customers choose tours and hotel services they want to
experience.
4.3.1.2 Support activities for distribution channel
a) Advanced reservations
provide reservation service in advance to prevent overcrowding when too many customers
register at the same time to bring comfort and convenience to customers.
b) Seasonal difference pricing policy
The resort conducts discounts for customers who book in the off seasons, such as holidays,
Tet or weekends in order to minimize the overload at crowded times.
4.3.2 Evaluation of distribution channels (booking form)
a) Book a room at the resort location: Ganh Gio Beach, Kien Giang
The location of the resort is considered to be quite close to the airport, but the
deterioration of the road system adversely affects the movement of customers, especially
when The Shells is currently providing shuttle service customers from Phu Quoc airport to
the resort and vice versa. On the other hand, traffic congestion also negatively affects the
movement of customers, thereby reducing the competitiveness of The Shells.
b) Social networks/App booking forms
The Shells show their agility and wisdom when choosing social networks as well as
partners like Agoda, Traveloka becoming one of their information and distribution channels.
However, the content of The Shells' Facebook page is still unprofessional when there is no
uniformity in the language used.
4.4PROMOTION STRATEGY
4.4.1 Promotion target
The sell resort & spa Phu Quoc has implemented many promotional and
communication programs about resort form, service quality and many interesting experiences
for visitors to stimulate demand for experience and service use. at The sell resort & spa Phu
Quoc. With the goal of increasing the number of domestic and foreign visitors to 8000
visitors in 2020
4.1.2 promotional activities
The sell resort & spa Phu Quoc set up a website for guests to easily search for
information, book rooms, and expand domestic and foreign customer markets. In addition to
communicating on the website, The Sell Resort & Spa Phu Quoc brings its brand through the
press and television about the types of resorts and services of the resort to visitors.

In addition to promoting the brand, The sell resort & spa Phu Quoc also offers customers
incentives through 2 days 1 night resort vouchers at the shells resort & spa Phu Quoc
including:
02 nights in Luxury Villa Garden room for 02 people
- Energy-rich breakfast at the restaurant
- 40% off Spa from now - 31/3/2021 or until receiving notice to stop
- 20% off FB from now to March 31, 2021 or until you receive a stop notice
- Airport pick-up/drop-off for groups of less than 10 guests, time frame 8am - 6pm
daily
- Welcome drink upon check-in
- Sauna, steam unlimited
- Use the large swimming pool, private beach, gym in the Resort
- Free use of cocktails in the afternoons at the pool from Tuesday to Sunday, from
18:15-19:00
- Complimentary decoration of honeymoon rooms for standard guests with a stay of 2
nights or more
- Free birthday cake for guests whose birthday coincides with their stay
- Tea, coffee, filtered water in the room
- Free Wifi
- Taxes and service charges
In addition to the advantages of the tourist season, there are many daily offers for all visitors,

The promotion strategy through promotions is very successful for The sell resort & spa
Phu Quoc, not only helping to increase revenue and visitors but also affirming the position of
a 5-star standard hotel in the Phu Quoc Resort market. Country in general and competitors in
particular
4.5SERVICE PROCESS MANAGEMENT
Flowcharting Customer service processes
People processing: Stay at The Shells Resort & Spa Phú Quốc

Blueprinting
Services
Physical Contact Person Contact Person
Act 1 standards and
Evidence Visible actions Invisible actions
Scripts
 Response  Âm  Accept the  Check
time thanh reservation, availability,
Get booking
 Scenario for  Giai điệu confirm the insert
reservation của giọng date, time. booking.
nói
Take visitor Time Body Hello  Waiting time
at the • Pick-up scenario language • Guide guests, and
airport đón • Employee carry luggage preparing to
appearance and carry receive
• How to passengers guests
recognize
The staff  Time  Gestures  Hello
transports  Scenario and actions  Carrying
luggage into carrying luggage
the hotel luggage

 Time  Giọng nói  Hello  Enter

Meet the
 Script to  Tông giọng  Confirm information,
receptionist
communicate  Ngôn ngữ name, select the
and check
and greet  Dáng vẻ booking date appropriate
in
guests nhân viên and check-in room phòng

 Customer care  Lounge  Guest  Design and

Rest at the
scenario space relaxation decorate the
lobby
 How to room
waiting for
decorate the
check-in
room

 Time  Quality of  Hello  Prepare water

Serve cold  Water service water  Choose water,
towel and scenario  How to give water to
juice decorate a guests
glass of water

Complete • Time • Send the room

the • Quick working key
procedure script
and check
in.

Staff carry •Time • Gestures and Hello

luggage on • Communication actions •Carry luggage
the tram and and passenger • Driving • Driver
take guests scenarios techniques
to their
rooms

Instruct  Concierge  Voice, o Hello  Prepare a

guests to scenario expression, • Tell guests script for
use the tone the instruction
equipment necessary
in the room information

Services
Physical Contact Person Contact Person
Act 2 standards and
Evidence Visible actions Invisible actions
Scripts
 Scenario  How to  Clean  How to
Guests of checking and decorate room and tidy change the
using room taking care of space,  Provide pillow, bed
service customers when equipment in necessary tools sheet and
using the service the room decoration

Serving Time Quality of Hello Prepare cocktails

Cocktails • Order accuracy, drinking water, • Serving drinks
for free in beverage serving decoration,
the scenario
afternoon

Miễn phí Kịch bản phục vụ Cung cấp đầy đủ  Chào Lau chùi và vệ
các dịch vụ khách và đảm bảo những trang  Phục vụ sinh các dụng cụ
vui chơi tại an toàn cho khách thiết bị, đồ dùng và cung cấp giải trí
biển (chèo cho việc giải trí những dụng
thuyền, lướt cụ vui chơi
ván) cho khách

Hồ bơi Kịch bản giám sát Không gian  Chào Thay nước và vệ
riêng để và hướng dẫn rộng rãi, lý  Phục vụ sinh hồ bơi
khách sử khách tưởng thức ăn cho
dụng khách hàng
 Thời gian Chất lượng món Dọn dẹp, sắp Chuẩn bị và chế
Phục vụ bữa  Kịch bản ăn, cách chế xếp ngăn nắp biến thức ăn
tối tại nhà cho cách phục biến và bày trí Chu cấp những
hàng của vụ bữa ăn dụng cụ cần thiết
khách sạn đúng cách
Act 3 Services Physical Contact Person Contact Person
 standards and
Evidence Visible actions Invisible actions
Scripts
 Thời gian Chất lượng món  Chào Chuẩn bị và chế
Phục vụ bữa  Kịch bản ăn, cách bày trí  Phục vụ biến thức ăn
sáng phục vụ bữa thức ăn cho
ăn khách hàng
 Thời gian Bill Đưa bill thanh Kiểm tra lại
 Kịch bản toán và lấy card/ phòng, nhập
để kiểm tra cash thông tin
Check out  Kịch bản
cho bản trình
bày, độ chính
xác của bill
 Thời gian Trả thẻ và biên
 Điều nhận
khoản thanh
Thanh toán toán
và trả phòng  Kịch bản
cho sự chấp
nhận

4.5 EQUIPMENT MANAGEMENT And HUMAN MANAGEMENT

4.5.1 People Management
4.5.1.1 Develop relationships between employees and customers
Front Office Department
Includes the following positions:
 Receptionist
 Reservations staff
 Call center staff
 Airport shuttle staff
 Doorman
For representative staff to pick up guests at the airport / drop off guests at the resort
The Shells Resort & Spa owns a representative staff to pick up / drop off guests at the airport.
The airport pick-up staff is very friendly, attentive and quick. Guests who have just stepped
off the plane will receive a warm welcome from the hotel staff, quick airport check-in only
10-15 minutes. When a traveler has a problem with luggage, the shuttle staff will quickly
help by contacting the airline directly to solve the problem for the customer.
For front desk staff:
The process at the reception department at The Shells is organized quite methodically and
thoughtfully in order to bring customers trust, peace of mind and satisfaction in all situations.
On peak days with a large workload, the staff in the reception department always try to give
customers the most polite, attentive, and prompt service possible.
In addition, staff at the reception department of The Shells resort are prescribed not to argue
with customers under any circumstances or show indifference to guests.
Equal treatment for all guests; Remember the room number, remember the guest's name
correctly, always use the guest's name during reception and service; Always respect guests;
Absolutely do not argue or have an indifferent attitude towards guests; Apologies if guests
have to wait and quickly deal with each guest.
4.5.1.2 Housekeeping Department
This department includes job positions such as:
 Room attendant
 Butler
 Assistant manager
Nhằm phục vụ tốt nhất cho khách hàng, bộ phận quản lý ở tại The Shells Resort & Spa
đã đề ra các kỹ thuật, trình tự và các bước nhất định có hiệu quả nhất. Nhân viên phục vụ
phòng phải tuân theo cách lau chùi cụ thể và các bước dọn phòng mà kinh nghiệm cho quản
lý thấy rằng “đó là các bước tạo nên cách thức làm việc tốt”. 
The Shells có yêu cầu rất khắt khe về chất lượng công việc và áp lực từ quản lý là
khách hàng sẽ thông báo nếu làm bất cứ việc gì sai. Tuy nhiên, nhân viên phục vụ phòng tại
The Shells rất lịch sự và nhã nhặn với khách. Họ luôn cố gắng chào hỏi khách theo tên họ
nhất là đối với những khách ở hơn một đêm trong resort khiến cho khách cảm thấy mình là
người khách được chú ý và quan trọng trong resort. Chính nhờ thái độ tốt cùng phong cách
làm việc chuyên nghiệp, chu đáo, bộ phận phòng tại The Shells đã góp phần không nhỏ tạo
nên thương hiệu The Shells uy tín về chất lượng dịch vụ, sự tận tình chu đáo, tốt nhất tại Phú
Quốc trong gần 20 năm vừa qua.
4.5.1.3 Food & Beverage Department
For each European and Asian dish, professional chefs in that field will take care of it.
These chefs are responsible for running and managing the breakfasts or culinary
programs at The Shells Resort & Spa's restaurants. The chefs of The Shells Resort & Spa are
all very talented chefs, coming from many famous restaurants around the world. Besides, the
resort also regularly recruits young and talented chefs across the country to bring customers
delicious and new flavors. In addition, the resort's high-class chefs provide a rich monthly
menu with special Western and Asian dishes..
Not stopping there, the chef here works with the motto of putting food safety first;
ready to serve diners all over the world.

Dishes made by professional chefs at The Shells

4.5.1.4 Other parts
 Waiters
 Spa staff, swimming pool
The staff in these positions are also rated as very friendly, hospitable, attentive and have a
very professional working style.
4.5.2 Ways to help employees be satisfied with their work
In order to promote the spirit of work as well as the cohesion in the team, The Shells
regularly organizes teambuilding activities for employees and the year-end closing ceremony
is extremely spectacular. These activities not only increase the spirit of solidarity and
cohesion among employees, promote work spirit, but also increase employees' awareness of
the environment, community and society, and develop both physical and mental performance
of employees.
5.5.3 Recruitment and training criteria
Like other 5* resorts, the resort's staff recruitment requirements are very high and strict in
order to have the best quality staff to serve customers.
5.3.3.1 Skill requirements
 - Good communication skills, know how to express problems clearly and coherently.
- Able to respond well, skillfully handle customer complaints and grievances, find the
best solutions for arising problems.
- Ability to pay attention to details when making reservations and calculating fees.
- Ability to organize work.
- Acquire computational skills. Office computer skills. The ability to remember details.

5.3.1.2 Knowledge requirements

- For Receptionists: trained in receptionist skills; Basic knowledge of accounting,
payment, statistics, marketing and office administration; proficiency in office
computer; requires knowing 2 foreign languages (fluent in English, the remaining
foreign languages must be used); Basic knowledge of political, economic, social,
security, propaganda, advertising…
- For other departments: knowledge of the job applied for, proficiency in English, other
knowledge requirements
- Ability to communicate with customers and sales skills.
- Mastering the regulations and legal documents of the tourism industry and
management agencies related to guests and resort business
- Mastering the rules and regulations of resort management; regulations for employees
in the resort, in the reception department; Objectives, business directions, service
provision capabilities.
- Know the local attractions, tourist attractions, services for guests inside and outside
the resort.
- Understand some rules of diplomacy, etiquette, customs, and guest psychology of
some countries (main market of the resort).
5.3.3.1 Personality requirements
- Open, hospitable, polite, respectful and ready to respond to customer requests.
- Enthusiastic and sensitive at work
- Diligent and meticulous with a process-oriented working style, with high accuracy
and efficiency.
- Teamwork in work, always ready to support and help the staff in the department
5.3.3.4 Requirements on appearance and health
The Shells Resort & Spa has a number of requirements for appearance and health, such as:
 - Good healthy
- Balanced appearance, easy to see
- Have good communication skills
- Neat and clean clothes

Section 5: Evaluation & recommendation

5.1 Overall evaluation of The Shells Resort & Spa Phu Quoc's Marketing Mix
7P's strategy
In general, The Shells Resort & Spa has achieved a lot of success when implementing
the right marketing strategies. With favorable conditions such as: dynamic management
mechanism, fully equipped and modern facilities. Even so, The Shells has not really tried to
fully exploit all the strengths of its strengths, the Marketing-Mix strategy has been deployed
on the target market segment but has not yet brought high efficiency, the other divisional
strategies are still lacking. A lot of limitations need to be corrected.
 Regarding the organizational structure of the Marketing department, it is still quite
simple, there is no specialization of the marketing force directly participating in market
research.
The research on segmentation and identification of the target market only stops at the
level mentioned above in the hotel guest markets. The segmentation criteria are also found to
be less simple and not detailed. Therefore, it is not possible to determine which market is the
most adaptive and key market that the resort is able to penetrate and exploit effectively.
The Shells also depend on too many distribution channels, especially travel agencies,
leading to passive business, affecting the entire resort.
The above-mentioned limitations are the main reason why Marketing - Mix in
particular has not really promoted its role in business activities of enterprises.
5.2 Proposed target
- The Shells Resort & Spa Phu Quoc should cooperate with business trips of great tourism
historians and embassy officials of countries using the resort's services to promote the luxury
brand image among customers. target.
- In the low tourist seasons, especially during the Covid-19 epidemic, in order to attract more
guests, The Shells Resort & Spa Phu Quoc needs to have special discounts for families or
follow-ups. group.
- Should organize "Party" or outdoor music sessions on holidays or at the end of the year to
attract potential customers.
- Need to invest and constantly improve the rooms and infrastructure of the Resort.
- The difference in location, quality and image should be used to promote competitive
advantage for The Shells & Spa Phu Quoc.
- Constantly expanding joint venture relationships with business partners, on the basis of
mutual benefits. Promote the signing of contracts with major domestic and foreign travel
companies and tour operators.
- Strengthen the propaganda and advertising activities, information about the hotel's products
and services on a large scale. Through advertising means such as advertising in newspapers,
specialized magazines, travel guidebooks, brochures, open letters... or participating in
international tourism fairs.
- Developing human resources for the resort: improving the qualifications of the staff,
gradually rejuvenating and changing the structure towards maintaining and recruiting
qualified staff with formal training.
- It is necessary to pay attention in recruiting public relations managers and especially the
Marketing department (fluent in English or other common languages) to coordinate with
overseas advertising agencies and work with Journalists of specialized travel magazines and
journalists on tours survey to find new tourist destinations, or new travel suppliers.
5.3 Support measures
Attracting talents: The resort needs to have a special policy in treating talented people,
in order to attract this force from the outside, and at the same time encourage those with
internal capabilities to realize their potential. in devoting herself to the development of the
resort.
- Policies to keep talented people: There should be preferential policies for these
people, such as paying high salaries, arranging for important positions, sending to study to
improve professional qualifications.
- On-site human resource training: The resort needs to have a policy of fostering a set
of employees to create its own talented staff, specifically:
o Training management skills, professional skills, foreign languages for each leadership
position
o Boldly let a number of enthusiastic, capable and passionate employees go to school to
improve their qualifications and skills for long-term service.
- Developing services and serving customers:
o Coordinate with events about festivals and competitions of international as well as
local, organize more events to increase attractiveness and attract customers.
o Organize some new services in the service such as football, beach volleyball or
billiards...
o Develop more local souvenirs
o Develop more high-speed internet service rooms to serve visitors' access and
communication needs.
o Need to complete and strengthen the service process, one factor that is highly
reflective of the process is the corporate culture of The Shells Resort & Spa Phu Quoc.
Conclusion
The Shells Resort & Spa Phu Quoc 5 star standard, nestled on the largest and most
beautiful island in Vietnam, the seaside resort The Shells Resort and spa in Phu Quoc offers
guests a relaxing and relaxing space. real nourishment.
In the new and constantly changing economic situation, The Shells resort & spa has
been solving many management related issues, in which marketing strategy is the top issue.
Developing and planning a marketing strategy is very necessary not only for The Shells resort
and spa but also the hotel - resort industry as a whole. Especially in the context that the
traditional competitive advantages in the industry are gradually fading. Then creating value
for customers becomes a vital mission for The Shells resort & Spa.
Through research and practical analysis of 7P Marketing Strategy at The Shells Resort
& Spa with its own characteristics of resort services, combining theoretical issues about
marketing strategies in enterprises, the essay analyzed and offer a number of solutions and
marketing approaches applied in the field of 5-star resorts in the most effective way, creating
an outstanding advantage over competitors, contributing to the strong development of the
hotel. The Shells resort and spa.