Course: Marketing Management

Course Lectures: Andrea Benedek PhD

Prepared by: Kollar Kíra- HCJ6VE

Palita Phaimany- L4PRJ2
Bui Ngoc Tuan Anh- P877OO
Trinh Huyen Anh- HF060J
Ouarzamne Anass - R7NCLO

Business Administration And Management ( Bachelor/BA)

Hungarian University of Agriculture and Life Sciences

25 April 2022
Table of Content:
1 Ocean Manor Hotel Goal Setting.............................................................................2

1.1 Hotel overview..................................................................................................2

1.2 Hotel's goal........................................................................................................2

1.2.1 For customers:...............................................................................................2

1.2.2 For shareholders and partners:.......................................................................2

1.2.3 For employees:..............................................................................................2

1.2.4 For society:....................................................................................................2

2 Analysis of the Canvas model..................................................................................2

2.1 Key Partners......................................................................................................2

2.2 Key activities.....................................................................................................3

2.3 Key Resources...................................................................................................3

2.4 Value Proposition..............................................................................................4

2.5 Channels............................................................................................................4

2.6 Customer relationship.......................................................................................5

2.7 Customer Segments...........................................................................................5

2.8 Cost Structure....................................................................................................6

2.9 Revenue Streams...............................................................................................6

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1 Ocean Manor Hotel Goal Setting
1.1 Hotel overview
The property is a few minutes’ walk from the beach. Surrounded by entertainment and
with direct access to a private beach, this Fort Lauderdale hotel features on-site dining
options, spacious accommodations, and easy access to local attractions.
Ocean Manor Beach Resort is having maintenance problems. The interior is very old, so
it needs to repaint the room to bring more impressive highlights to customers.
While staying at Ocean Manor, guests can relax with a tropical drink at the beachfront
Tiki Bar or lounge by the outdoor pool. The Tiki Bar is just a few steps from the beach, so
that's a huge plus.
The remodeled Ocean Manor Resort intends to offer guests a variety of
accommodations, including cozy hotel-style rooms and spacious suites equipped with fully-
equipped kitchens..
1.2 Hotel's goal
1.2.1 For customers:
We provide premium products and services with world-class quality. Besides the value
of outstanding quality, each product and service contains cultural messages in order to satisfy
the most legitimate needs of customers.
1.2.2 For shareholders and partners:
Upholding the spirit of cooperation and development, we are committed to becoming a
reliable companion of partners and shareholders, always increasing attractive and sustainable
investment values.
1.2.3 For employees:
Build a professional, dynamic, creative, and human working environment. Create
conditions for high income and fair development opportunities for all employees. Implement
satisfactory treatment in material and spiritual terms to encourage employees to create new
values for customers, shareholders, and society as a whole.
1.2.4 For society:
Balancing business interests with social interests; actively contributing to community-
oriented activities; demonstrating a sense of civic responsibility and national pride. Working
towards the conservation of the environment and nature.

2 Analysis of the Canvas model

2.1 Key Partners
As it can be seen, nowadays most people tend to find everything on the internet, and the
most popular are YouTube, Facebook, Twitter, and Google, where customers also provide
feedback based on their own experience.
Moreover, there are travel agents, such as online booking websites, that make it easier
for customers to choose and find the right product for them from the most popular websites of
all time, such as booking.com, Agoda, Airbnb, and so on.

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 In addition, one of our important partners is an airline, which can provide a better price
to customers with good deals or packages..
Renovation partners:
 Renovating the quality of the hotel's rooms, rearranging and rearranging the rooms,
cooperating with the construction company, consulting with its own architect to
make the bedroom the most comfortable and spacious space.
 Renovating the interior should cooperate with furniture brands for wooden tables
and chairs, repaint or switch to using PVC material that is both durable, beautiful,
luxurious, and, importantly, cost-effective.
To improve service quality, it is advisable to cooperate with entertainment companies:
organizers of programs and games, providing recreational facilities for outdoor activities like
windsurfing, skydiving, canoeing, volleyball,...
2.2 Key activities
The first thing is always to ensure the quality of the hotel. To do this, we need 2
activities:
1. Regularly asking customers' opinions about the quality of the room as well as the services
and needs of the customer.
2. Always check the facilities of every room on a daily basis to ensure that the room is always
in the best condition when delivered to guests.
 Revenue management is one of the tools to maximize profits for hotel assets.
 Always organize staff training to have good skills.
Online marketing like Facebook ads, YouTube, and having a team to write reviews
about the quality of the hotel rooms as well as the services in the hotel. Cooperation with
travel agencies and online booking sites.

Staff should have a hospitable and respectful attitude towards customers and need to be
enthusiastic about helping when customers need it with warm, happy attitudes without
showing discomfort or frowning.

2.3 Key Resources

Human resources play the most important role. There must always be a good
management and staff team.
 Invest in the marketing and communication of the hotel.
 Connect with tour operators as well as online booking sites.
Capital resources is divided into two parts: loan capital and investment capital.
 Before implementing the project, the charter capital of the company, loan capital,
and capital mobilized from individuals and organizations supporting the company
are prepared.
 Then it can be called by domestic investors or by foreign business investors by
making a plan and presenting it to them for approval, trust and clearly stating the
commission and percentage of interest you will receive when doing hotel business.

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 Foods and drinks for hotels has two options for implementation:
 The first option is to recruit chefs and provide ingredients for the main chef to cook,
followed by recruiting additional commis chefs and waiters.
 Option two is to cooperate with a restaurant and directly import food and drink
from that restaurant to serve customers.
2.4 Value Proposition
The hotel will provide customers with the most luxurious and cozy rooms. All rooms
are equipped with modern amenities such as a standing shower or a separate bathtub in each
room type. Besides, you can choose rooms with a sea view at preferential prices.

In addition, the hotel also provides food service at the restaurant in the hotel for
customers. Quality of food and service. The quality of the hotel's food is truly outstanding. It
not only attracts outside customers to use the hotel's services even if they do not use the
accommodation service.

There is a bar located next to the beach. It is a place for customers to relax, chat, and
enjoy great drinks.

The hotel has a private beach area for hotel guests. With the advantage of an endless
coastline and smooth white sand beaches, customers can lie down and sunbathe, participate in
deep diving courses to see coral, surf courses, boating, skydiving, and many other extreme
sports.

The hotel will service the four-season swimming pool. This is a place for guests to relax
and exercise.

The hotel has free parking for guests. If customers have needs, the hotel also provides a
shuttle service for customers from the airport to the hotel and from the hotel to the airport.

The hotel has a strong marketing team and is associated with many partners. Therefore,
customers can easily book a room in many different ways, such as directly on the hotel's
website, or through travel agencies or online booking sites.

The hotel offers a free laundry service to its guests at no extra charge as it is included in
the cost of the room..

2.5 Channels
The hotel directly distributes its products and services through the hotel's direct sales
staff. Travelers will go directly to the hotel to buy products or services, or call ahead to make
a reservation.

The hotel directly distributes its products and services through travel agencies. The
hotel will sign contracts with tour operators for room rental contracts in large quantities, and
the products and services provided by the hotel will become part of the package tour product.
They then distribute them to tourists.

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 Organize hotel advertising activities through social networking sites such as Facebook,
Twitter, and YouTube.

The hotel has a mobile app on both Android and iPhone. This app allows customers to
use their email or phone number to login. The function of the app is for guests to book rooms
in advance as well as order products and services provided by the hotel.

Link with today's most popular online booking channels such as Airbnb, booking.com,
Travel Agoda, and others..

2.6 Customer relationship

At the hotel, the staff will directly support customers, solve questions and requests from
customers, as well as make recommendations or incentives for customers.
The hotel needs to store reservation records as well as information when guests arrive to
check in. This data helps the hotel not only increase the security of customers but also ensure
the privacy of customers' key information and confirms it upon check-in. Therefore, we can
maintain relationships with customers and offer incentives to customers who have already
booked a room at the hotel. Customers who have made a reservation at the hotel will earn
points on the system. They can use those points to pay or buy entertainment services at the
hotel.
 There is always an online staff to answer customers' questions when booking
online.
 There are incentives for customers who call to make a reservation before coming.
2.7 Customer Segments
Currently, the hotel is targeting international and domestic guests as its customers.
Among the two types of visitors, they are divided into criteria such as: official visitors,
tourists, temporary visitors, other guests, and by nationality.

The international guest market is considered to be the most important for the hotel,
especially Canadian, UK, Korean, Japanese, Danish, and recently, Chinese guests. Other
guest markets hotels still focus on exploiting, but that is not the target market of the hotel.

The hotel always prioritizes the goal of developing the international guest market
because the world is globalizing now, and the demand for foreign guests will be huge.
Besides, foreign tourists almost always have a very high demand for food and entertainment
tourism. Their income is always at a stable level or higher.

It can be seen that the Ocean Manor hotel is one of the famous hotels where the traveller
can choose to stay and which can provide the customer with many types of rooms each with
their own speciality. Therefore, they might have a business associate who will
provide a discount or free stay for those who, according to the hotel task.

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2.8 Cost Structure
Fixed costs such as: land, premises rent, staff salaries, hotel staff insurance premiums,
annual maintenance contract fees for all equipment, machinery, hotel management software,
and the cost of electricity and water.
You need to put a lot of effort into building the image and advertising the brand. In
order for the hotel to be widely known, you need to invest a large amount of money in
communication and advertising.
 The cost of ingredients for the hotel's food and beverage service,
 Commissions paid to travel agents as well as to online travel agents.
Taxes: It can be said that the more we gain, the more we have to pay for the taxes when
it comes to a high cost of the room as well as a high price for taxes. However, most of the
hotels already included everything on the price list at their own original price.

2.9 Revenue Streams

Revenue from room rental services is the main and most important revenue source for
the hotel. Mainly, the hotel earns revenue from the accommodation of its guests, so when the
customer stays in the hotel, most of them expect to get good service, including good food and
drinks. If the hotel also served good food and the bar with a nice cocktail, it would be a bonus
for the hotel to gain more profit as well as improve its reputation.