CAPSULE on the beach

HOTEL

By: Hai – Quyen – Hang – Chanh

Supervised by Hans De Meyer

The Marketing Plan

Contents
INTRODUCTION

EXECUTIVE SUMMARY

HOTEL INFORMATION
Mission – Vision - Values
Location
Rooms
Restaurants & Bars
Entertainment Services
Souvenir Shop

MARKET ANALYSIS
PEST Analysis
Micro Analysis
Competition Analysis
SWOT Analysis
Segmentation
`
SALES OBJECTIVES

ACTION PLAN

FINANCES

CONCLUSION
 INTRODUCTION

Acknowledgement
We would like to take this
occassion to express our
gratitude to our teacher -
Mr. Hans De Meyer from
BBI for his enthusiasm to
guide us on this project.

This project is made with

the effort of all group
members, however,
shortcomings are not
avoidable. We would like
to receive suggestion and
contribution of the teacher
and all classmates to make A Member’s Story
our project more perfect.
"I was impressed by a range of containers used for offices and
accomodations in Hawaii during my internship when I was a
student majoring Tourism Management and Leisure Industry.
However, at that time, that impression was not strong enough to
Group member:
Ngo Thi Phuc Hai (Ms.) form a business idea although I had a chance to experience one
Tran Thi Hanh Quyen (Ms.) night in a hostel container.
Doan Le Diem Hang (Ms.)
Le Quoc Chanh (Mr.) After graduation, I started working in Hue Tourism College, 50km
away from home. I travel to work almost everyday and I start to
realize many old shipping ontainers have left uncontrollable on the
2 sides of the street. Some of them are used as shelters by
construction workers or homeless people. Their ugly outsides
totally ruin the beautiful scenery of the entrance to Hue City.

A thought has come over my mind to transform these containers

into tourism accommodations. This idea is definitely not a new one;
however, it is not quite popular in Vietnam as well as in Hue City.
The project aiming to create a hotel using old shipping containers
is economical, directly deals with environment and brings new
experience to customers."

by Le Quoc Chanh
 EXECUTIVE SUMMARY

The CAPSULE on the beach Hotel, in Canh

Duong Village, Thua Thien Hue Province, is a
leading hotel in using recycled shipping
containers and nature-friendly materials to
provide youth a special space by the beach.
This three star hotel can accommodate up to
200 guests; providing a wide range of
interesting outdoor activities and team building
services.

The CAPSULE on the beach property is

renowned for their convenient and strategic
locations within two major cities in the central of
Vietnam – Hue and Danang. The scenery is
vast with beach, mangroves, river, mountains
and reef – giving favourable conditions for
various dynamic activities.

The CAPSULE on the beach has two different

type of restaurants and bars, serving both
indoor and outdoor events. It has 34 exclusive
rooms and 30 camping tents and is targeting
young leisure guests with a one night stay
requirement. Target youth segments include
students at high school, colleges and univerity
as well as employees at companies in Hue and
Danang.

The CAPSULE on the beach staff are

professional, dynamic, friendly, and always
available to help, creating a family feeling for
guests – “A Home From Home”.
 “We provide youth with unforgetable
experiences by colourful fancy rooms,
MISSION vivid spectacular parties and interesting
dynamic outdoor activities.”

In five years, to become the first choice

for youth to enjoy outdoor activites at
VISION reasonable price; as well as to become the
master in using environment-friendly
products.

Vary to be DIFFERENT
A HOME from home
VALUES DyNaMic, CreaTiVe, EnThuSiasTic
Responsiblity to NATURE
Be FAIR with everybody
Think BIG

ENJOY
AS YOU’RE ALWAYS YOUNG
 HOTEL INFORMATION
Location
Capsule on the beach is
located on Canh Duong
beach of Canh Duong
Village, Loc Vinh Commune,
Phu Loc District, Thua Thien
Hue Province.

Canh Duong is the most beautiful

beach of Thua Thien Hue, about
60 km from Hue city and 50 km
from Danang city. With the length
of 8 km, 200m wide, bended in arc
shape, located between the two
mountains: Western Chan May
and Eastern Chan May, all those
create a very beautiful and
attractive landscape. Gradually
sloping beach, white and fine sand,
transparent and limpid sea water
and fairly windless.

CAPSULE on the beach

Hotel is ideal for staying
and enjoying all
activities of tourism and
outdoor events.
 Offering an elegant, stylish and cost-effective solution,
architect and designers have constructing alluring
CAPSULE on the beach Hotel that is nature-friendly,
ingenious, cool and full of surprises.

CAPSULE on the
Beach hotel can
accommodate up to
200 guests with a
variety of different
room types,
providing a unique
and special "Check -
in" venue for youth.
APSULE on the beach Hotel is
inspired from old containers painted
with various colors, equipped with
modern facilities and decorated with
nature-friendly items. The containers
are renewed using insulation material
with a transparent wall on one side,
giving guests the opportunity to enjoy
the view outside while lying inside.
Superior is a popular room type
of Capsule on the Beach Hotel
provided both twin and double
beds. A 40-feet-long container
includes 3 Superior rooms.
This room type is equipped with a
small table; a wardrobe with five
hangers, shoes box and safety box;
restroom; air-conditioner, two
free bottles of water, slippers and
free wifi.
Deluxe is larger than Superior with full equipments and facilities
as Superior type. A 40-feet-long container has 2 Delux rooms.
Besides, Deluxe rooms also have more attractive view in
comparison with Superior rooms.
Suite is the most
luxurious room type of
Capsule on the beach
hotel. This room type will
bring its accommodators
highest services and the
most modern quipments.
A luxurious living room
separated from the
bedroom and a nice
terrace makes Suite the
most comfortable and
relaxing room.
Dormitary has the most reasonable
price in Capsule on the beach Hotel.
Its target guests are usually groups
who want to minimize their budget
while receiving standard service level.
A dorm consists of 10 beds, 10 lockers
and a restroom.
Capsule on the Beach hotel
also offers Camping tents
for those who want to
experience a night on the
beach with the lowest cost.
 Capsule on the beach Hotel has two Restaurants
and two Bars, serving both in-house and walking guests.

Coral restaurant
and Container bar
are located right at the
Container hotel area,
providing easy access
to their in-house guests.

Especially, the Coral

restaurant can be
easily transfered into
meeting rooms
when needed.
Ocean restaurant by the
beach and the Beach bar
not only provide catering
services , but also creates
new space for guests to
relax while enjoying the
beach.
 Space Numberof Price Price
RoomType Number
(m2) person (1.000VND) (€)

Suite 5 29 2-3 600/R 25/R/N

Deluxe 16 15 2 400/R 16/R/N
Superior 9 10 2 320/R 13/R/N
Extra bed 1 1 120/bed 5/bed
Dorm 4 29 10 130/pax 5.5/pax/N
Tent 30 2-3 180k/tent 7.5/tent/N
 Outdoor Activities

We have a varied range of outdoor activities, plus a sports complex featuring,

volleyball, coral diving, kayaking, banana boating, jet-skiing available at The
Capsule on the beach along with additional activities out and about in the
surrounding area.

Service No. Price Price

Per (1.000VND) (€)
Beach visit 1 30/pax 1/pax
Kayaking 2 100/hour/boat 4/hour/boat
Banana boating 5 450/20mins 18.5/20mins
Jet-skiing 2 400/20mins 16.5/20mins
Volleyball 4 50/hour 2/hour
Scuba diving 1 400/hour 16.5/hour
Team building games
(including instructor, 04 games, 01 gift for the winning team)
- Less than 15 people: 9€/pax
- From 16 – 30 people: 7€/pax
- From 31 – 50 people: 5€/pax
- From 51 – 70 people: 3€/pax
- Over 70 pax: 3€/pax

Gala dinner
(sound and light system, stage with backdrop)
- Less than 100 people: 200€/group
- From 100 to 200 people: 320€/group
- More than 200 people: 400€/group
BBQ set menu (food, beverage, table, chair)
- Set menu 1: 8€/pax
- Set menu 2: 12€/pax
- Set menu 3: 16€/pax
DJ (maximum 3 hours): 80€/show

Capsule on the beach Hotel

has professional corporate
team building services
based out of the beautiful
and vast geographic
landscape. Our goal is to
provide your organization
with a seamless team
building experience from
start to finish, while
producing results for you
and your team!
Capsule on the beach Hotel proves its
responsibility to the nature by using
recyled products in most of its
amenities.

Besides, our Souvenir Shop is a place to

present hand-made products by the
Ophans and the Handicapeds. Being
sold at a very reasonable prices, the
revenue from selling these products
will be returned to help these
disadvantage people.

Guests can also buy tents, keychains

and other products with the hotel’s
logo as a souvenir.
 MARKET ANALYSIS
Vietnam is approximately 331688 km2 in
area and occupied the eastern coast of the
Southeast Asian peninsula. The northern
part of the country part consists mostly of
highlands and the Red River Delta. The
south is divided into coastal lowlands
and extensive forests.
During the winter or dry season
(November to April), the monsoon wind
brings considerably moisture.
Consequently the winter season in most
parts of the country is dry.
Major Vietnamese cities include Hanoi in
the north, Da Nang in the mid coastal
region, and Ho Chi Minh City (formally
known as Saigon) to the south.
Vietnam has considerable energy
resources such as oil, gas and coal and its
41,000 km long waterways provide the
basis for hydropower. The country is rich
in minerals such as bauxite, iron ore, lead,
gold, precious stones, tin, chromate,
anthracite, granite, marble, clay, white
sand and graphite. In addition, Vietnam
has a considerable fresh and saltwater
fauna, dense tropical forestry resources
and it possesses great agricultural
potential.

Communist Party – centralized

control over media, military,
Member of ASEAN
statte.
Doi Moi economic
Special unnerving with
reforms
government
Significant contribution by
Trade embargo lifted by the
private organizations
US in 1994
Joined APEC
Amended constittuion in 1992,
recognizing the role of private
sector in the economy

Young population Major industrial growth in

Hard working Oil&Gas, Power, Real
entrepreneus Estate, Hotels &
Socialist oriented market telecommunication
economy High internet use in Asia
Low per capita income Lack of communication
High demand of consumer channels (telephone,
High corruption television, etc)
Lack of distribution network
PACKO Hostel
Da Nang City
Add 44 Lam Hoang Str.
Da Nang City
Star Hostel
Room 3 eight-bed dorms
4 six-bed dorms
3 double rooms.
Price Double room 520.000vnd
Dorm 120.000vnd – 200.000vnd
Services Room division, outdoor activities such as BBQ on the garden,
team building with small group (under 20 people)

Strength
 The first container hostel in Da Nang City
 Located in the City centre
 Room rate is suitable with young people
Weakness
 Limited space
 Lack of activities for youth
 Less capacity

THANH TAM Resort

Thua Thien Hue Province
Add Phú Lộc, Thừa Thiên Huế
Star 3 stars hotel resort
Room 70 room including Bungalow,
Garden room, Superior room
Price from 1.000.000vnd to 2.700.000vnd
Service Restaurant, outdoor activities, swimming pool, Bar, pick-up Car

Strength
 One of the first 3 stars resort in Lang Co Beach
 Have more than 100 well-trained staff
 Has enough facilities of a 3 star hotel
Weakness
 The service and product are traditional
 Outdoor activities are not well-organized
 The price does not meet most young people
ncome
 Vast geography  Lack of adequate
with beach, infrastructure.
mangroves, river,  Lack of employees
mountains & reef. with high skill
 Various services,
 Difficult to
special product maintained of the
 Local people are
equipment
friendly .  Lack of investment
 Efficient transport
(money)
facilities.

 Big target market

from Hue and  Hurricane season
Danang cities lasts 4 months.
 Less competitive –  “ Fish die” crisis

providing from Formosa

professional messy
outdoor activities  Legal framework

services
 Summer lasts for

nearly 8 months
Segmentation
Structure of visitors
3%
Visitis from Da Nang City
16%
40%
Visitis from Hue City

Visits from TO TA Company

41%

Other

Our product focus on the young people form Hue and Da Nang city in
particular and in the Central of Viet Nam in general.
In Hue and Da Nang City, there are more than 60 universities, college
and high schools. Besides, the market is very open with hundreds of
young companies in both cities.
Following the data collection from Canh Duong Beach Camp, there were
41.4000 visitors from March to October 2014. In the same period in 2015,
the number has increased to reach 46.2000. From March to July 2016,
Canh Duong Beach Camp has welcomed 31.500 visitors., among which,
40% from Hue City, 41% from Da Nang City, 16% from TO TA companies,
3% others sources.
 MARKETING OBJECTIVES

1. Reach 80% average room occupancy in high season

and 30% in low season
2. Reach 6000EUR revenue per month in Ocean
Restaurant (200 seats)
3. Reach 3200EUR revenue per month in Coral
Restaurant (100 seats)
4. Get 4 meetings per month in Coral Restaurant in
low season
5. Get 9500EUR revenue per month on outdoor
activities
6. Hold at least 6
team buildings per month
7. Reach 1400EUR revenue per month in Container
Bar
8. Reach 2600EUR revenue per month in Beach Bar
9. Get 170 guests per day in high season
10. Get 60 guests per day in low season
 ACTION PLAN
JANUARY
No Action Obj # Channel Target Seg Details Cost
1 Upload image and all Website, Social All People
information on social network
network and website
2 Social Networks all Facebook, For all people, Fanpage, Ads on the €200
instagram, who use social social network
twitter,Zalo networks
3 E-Marketing all Google, online
newspaper,
tourist website,
OTA
Google All people Key world for Google
searching
Online All people Establishment on the €400
newspapers online newspapers
(kenh14.vn, zing.vn)
Tourist website All tourists Rent the banner on the
tourists website
(Traveller. com.
chudu.com)
OTA All tourists Agoda.com, Tripadviser. commissi
com on
4 App for Android and IOS all App All people Appstore. Marketplay €600
5 Print advertising all Newspapers Thua Thien 2 Newspaper offices: €1.000
Magazines Hue, Da Nang ThanhNien, TuoiTre (per
week), Economic (per
month)
6 Print collateral material all Flyers Universities, 1000 €120
Brochure Colleges,
Business card Company in
Hue and
Danang
7 Printing outdoor all Signs From Hue to 2 €200
advertising CanhDương
Direction
From DN to
CanhDuong
Direction
8 Send out News letters all Mail, email Universities, 100
Colleges,
Company in
Hue and
Danang
Total €2,520
 FEBRUARY
No Action Obj # Channel Target Seg Details Cost
1 Upload image and all Website All People
information on social Social network
network and website
2 Create Hotel website all Digital €1,200
advertising
3 Farm trip all Invited letter TA, TO 5 TA, TO in Hue City
5 TA, TO in Da Nang
4 Invite local people to stay all Invited letter 10
inCapsuteHotel
5 Invite some leader of all Invited letter 30
Youth Group from
Universities,Collge sand
Company to stay in
CapsuteHotel
6 Press release all 10 Newspaper €500
offices
7 Pre-openningceremony all ThuaThienHue €500
DaNang
8 Staff meeting to aware all Internal
Hotel’s products marketing
9 Relationship with 60 all Directly ThuaThienHue €200
Universities, Colleges and DaNang
Companies
Total €2,400

MARCH
No Action Obj # Channel Target Seg Details Cost
1 Upload image and all Website, Social All People
information on social network
network and website
2 Promote all Website ThuaThienHue Mass media €2,400
foropenningceremony Newspapers DaNang
Magazines
Bus side
Taxi
Social Network
3 Promote for Youth Day’s 1,2,5,6, Website Universities, ThuaThienHue €200
package 9 Email Colleges, DaNang
TV Company in
Flyer Hue and
Danang
4 Promote for 1,2,5,6, Website Universities, €200
Hue’sliberatyevent 9 Email Colleges,
package Company in
Hue and
Danang
5 Event: Grandopenning Free mail 100 guests €1,000
Collaterials
Gift
Total €3,800
 APRIL
No Action Obj # Channel Target Seg Details Cost
1 Upload image and all Website All People
information on social Social network
network and website
2 Promote for 1,2,5,6, Website ThuaThienHue €200
HungVuong’saniversary’sp 9 Email DaNang
ackage Social Network
Mass media
3 Promote for Independence 1,2,5,6, Website ThuaThienHue €200
Day event’s package 9 Email DaNang
Social Network
Mass media
4 Invite some leader of all Invited letter 30 guests €300
Youth Group from
Universities, Collges and
Company to stay in
Capsute Hotel
Total €700

MAY
No Action Obj # Channel Target Seg Details Cost
1 Upload image and all Website All People
information on social Social network
network and website
2 Free 1cooktail“ Sky by 7,8 Website All people Apply for in house guest €50
night” at weekdays staying Social network
3 Promote for 1,2,5,6, Website ThuaThienHue €200
InternationalLabourDay’s 9 Social network DaNang
package
4 Promote for Ho Chi 1,2,5,6, Website ThuaThienHue €200
Minh’s birthday 9 Social network DaNang
5 Promotion price(room, All Website All people Apply for in house guest
service) for weekdays Social network
staying
Total €450

JUNE - SEPTEMBER
No Action Obj # Channel Target Seg Details Cost
1 Upload image and all Website All People
information on social Social network
network and website
2 Free 1cooktail“ Sky by 7,8 Website All people Apply for in house guest
night” at weekdays staying Social network
3 Promotion price (room) for All Website All people Apply for in house guest
weekdays staying Social network
4 Setup free for the birthday All Website All Apply for in house guest
guest on the restaurant Social network and out house guest
Total €100
 OCTOBER - DECEMBER
No Action Obj # Channel Target Seg Details Cost
1 Upload image and all Website All People
information on social Social network
network and website
2 Free 1cooktail“ Sky by 7,8 Website All people Apply for in house guest
night” at weekdays staying Social network
3 Promotion price(room, All Website All people Apply for in house guest
service) for weekdays Social network
staying
4 Setup free for the birthday All Website All Apply for in house guest
guest on the restaurant Social network and out house guest
5 Special price for All Website startup
meetingconference of Social network. company
startup company Email
Letter
Total €100
 FINANCES

Revenue Centers Jan Feb Mar Apr May

(in Euros) Cost Cost Revenue Cost Revenue Cost Revenue Cost
Room
Division/camp 4,320 1,985 4,880 2,684 4,400 2,640

F&B 12,960 9,072 13,600 9,072 12,600 8,800

Ocean Restaurant 8,480 8,800 8,400

Coral Restaurant 3,280 3,400 3,200

Beach Bar 700 700 700

Container Bar 500 500 500

Out Door Activities 8,160 2,720 10,160 3,520 9,200 3,220

Team Building 1,200 360 1,200 360 1,200 360

Souvernir Shop 1,400 840 1,800 1,080 1,600 960

Total 2,520 2,400 41,000 14,977 45,040 16,716 41,800 15,980

Revenue Centers Jun, Jul, Aug Sep Oct, Nov, Dec

(in Euros) Revenue Cost Revenue Cost Revenue Cost
Room
Division/camp 7,200 3,960 4,400 2,640 960 576

F&B 21,600 15,120 12,600 8,800 5,016 3,511

Ocean Restaurant 14,040 8,400 3,416

Coral Restaurant 4,800 3,200 1,000

Beach Bar 1,530 1,530 200

Container Bar 1,230 1,230 400

Out Door Activities 10,680 3,738 9,200 3,220 1,120 320

Team Building 2,400 560 1,200 360 600 360

Souvernir Shop 2,600 1,560 1,600 960 400 240

Total 66,080 24,938 43,360 15,980 13,112 5,007

 CONCLUSION

Capsule on the beach Hotel is build with the purpose to create an

entertainment place for young people and for those who love to experience new
things. This is the first enterprise in Thua Thien Hue Province in particular and in
the Centre of Vietnam in general has seriously developped tourism products and
services targeting young people.

Each product or service of Capsule on the beach Hotel is dedicated to

express the awareness towards environmental protection and social responsibility.
Accommodation service is the most remarkble feature by using recycled shipping
containers and turning them into modern and convenient place to rest. Outdoor
activities and team building services are the strong products of Capsule on the
beach Hotel. We commit to provide best service quality with most reasonable
prices.

Capsule on the beach Hotel treasures everymoment that the customers

spend with us, creating a family atmosphere among customers and staff member.
We respect each of the staff’s values and treat them the way that we want them to
treat our guests.