Beruflich Dokumente
Kultur Dokumente
Hilal Attar
MD Deputy MD
Al Hokair Hotel Division Al Hokair
From : Shaikh Mohammed Mubin Hotel Division
Admin/Sales Manager
TULIP INN YANBU
Subject : Buisness Plan TULIP INN YANBU 2010
1. Executive Summary
2. Positioning Statement
Existing Market Position
Positioning Statement
Unique Selling Propositions
3. Market Environment
Actual Market Trends
Local Environment
National and Global Environment
4. Competition Summary
5.Objectives (Key Goals)
6. Key Accounts and Prospects
7. Pricing – Rooms, F&B, Banquets
8. Advertising and Public Relations
Media and PR Plan.
Proceed by: Shaikh Mohammed Mubin (Sales Manager) TULIP INN YANBU 1
TULIP INN YANBU
1. Executive Summary
TULIP INN YANBU, which has been operating for almost FOUR
years are now under the process of “Re Birth” and implementation
of new strategic action, plans to relaunch and go INTERNATIONAL
in compliment to the Saudi government vision.
TULIP INN YANBU has all the facilities for accommodating either
Corporate, Commercial, Tourism, Governmental Calender events,
due to its strategic location on the outskirts of the Red Sea Yanbu.
YANBU
Yanbu is one of the oldest cities in the country with Lawrence of
Arabia's home located down town and King Solomon's mines close
by. Although Yanbu is clearly designed for business visits, with the
industrial area within 15 minutes, there are great deals of popular
sporting activities available, such as Red Sea diving, deep sea
fishing and snorkeling.
Proceed by: Shaikh Mohammed Mubin (Sales Manager) TULIP INN YANBU 2
Riyadh
Riyadh, the capital city of Saudi Arabia, is one of the richest oil-
producing metro poles in the world. The city influenced by the
Arabian Peninsula culture and Islamic tradition is still known for its
date palms and ancient ruins. Covering an area of 1600 sq . km,
Riyadh set amidst barren dessert glitters, in the fierce sun with its
towering skyscrapers. Being the epicenter of power, the city is also
a commercial hub that boasts number of shopping centres like the
bustling Olaya District, Al-Tamimi Shopping Centre and the Haif
Shopping Centre. Especially known for its fine architecture. Riyadh
hosts some major places of interest like Masmak Castle, the
Riyadh Museum of History and Archeology, Qasr Al-Hukm or the
Justice Palace, and Al-Mue Qila. Other attractions include some
ancient mosques and other remnants, original wadis ( dry river
beds ), recreational center mall.
Jeddah
Snuggled on the east cost of the Red Sea, Jeddah is a major
commercial hub of Saudi Arabia,. Jeddah is the main entrance to
Mecca. The coast side location has enriched the city with a number
of private beaches and marine life. Besides, the golden treasure of
Jeddah lies in various sights including Balad, Nassef House,
Floating Mosque, Old City, Eve Cave, Makkah Gate, Jeddah
Corniche, Durrat Al Arus, just to name a few. With various
shopping malls and complexes, travellers here can also find a wide
option to collect their souvenir. And for epicures, a number of
restaurant in Jedah can be a great pleasrure indeed.
Proceed by: Shaikh Mohammed Mubin (Sales Manager) TULIP INN YANBU 3
Al Khobar
Al Khobar is a large as well as a popular city in Saudi Arabia. As a
major tourist destination., Al Khobar gets some importance to the
traveller around the world. The sights like King Fahd Coastal City,
Corniche in Al Khobar, Half Moon Bay, Sunset Beach, Al Azizia
beach, are the key ingredients of Al Khobar vacation. Especially,
various recreational items at King Fahd Coastal City leave travellers
with myriad options of entertainments. Furthermore, several
shopping malls, supermarkets, and plazas in the city can easily
tickle your shopping desire.
Proceed by: Shaikh Mohammed Mubin (Sales Manager) TULIP INN YANBU 4
The main focus is on the local market with emphasis on the
international travellers and multinational companies located in
and around Saudi Arabian and surrounding cities such as Medina,
Mecca, Riyadh, Jeddah and all major cities. The Hotel primary
competitors are Internationally established and recognized
business hotels, Movenpick Yanbu, Holiday Inn, Radisson Hotel
and also other competitors.
Positioning Statement
Food and Beverage will be our core vision in positioning the TULIP
INN YANBU with diversifying our expertise and strengths.
Proceed by: Shaikh Mohammed Mubin (Sales Manager) TULIP INN YANBU 5
Unique Selling Propositions
To enhance the local business few unique selling propositions has
been arranged to implement shortly are as follows.
Service related
Bookers Incentive Program
New Food & Beverage promotion “double delighted” “One
meals on you – One meals on Us” will be implemented
shortly during low season term.
Room + One Meals or Room + Car promotion will be
implemented in other season
Training on above unique promotions will be conducted by
the F&B manager.
Kids Program
Weekender & Weekday Packages
Privilege Card Program for our business associate such as
airline, travel agents, associations, shopping centers,
telephone service providers, tour operators.
Internet marketing
Boarding pass promotion
Physical Product
We need to pay more attention on the standard of cleanliness
on all our guestrooms and details to attention in compliance
to our Brand Standards.
We need to initiate and execute the setting up of a
Restaurant due to market demands
We need to initiate and execute an Icon for our hotel with a
fashion Café bar and high end pastries and savouries.
Room Service Division have to be strengthened with full
fledge service as comparable to International Hotel Standard
Catering Services had to be introduced to complete food and
beverage set up.
Proceed by: Shaikh Mohammed Mubin (Sales Manager) TULIP INN YANBU 6
TULIP INN YANBU
3. Market Environment
Local Environment
Proceed by: Shaikh Mohammed Mubin (Sales Manager) TULIP INN YANBU 7
Airlines, Meeting , Incentives, Conference and Exhibition should be
another source of business segment, Embassies and Consulates,
Commercial, Tour operators, Associations should also be focussed.
Aggressive promotion and marketing will show an incredible
jump in our source of market segment.
Oil and Gas, Agricultural Products, Dates & Food Industries, Strong
Financial Reserve, Stable economy all year round in all major cities
such as Riyadh, Jeddah and especially yanbu. Riyadh will remain
the capital of Saudi Arabia with large foreign business interest
playing a major role in the uplifting of economy.
Proceed by: Shaikh Mohammed Mubin (Sales Manager) TULIP INN YANBU 8
4. Competition Summary
Summary
Proceed by: Shaikh Mohammed Mubin (Sales Manager) TULIP INN YANBU 9
TULIP INN YANBU
Vision
Mission
Proceed by: Shaikh Mohammed Mubin (Sales Manager) TULIP INN YANBU 10
These Corporate Executives would be focusing on all the details
aspects of the functions of each individual categories in order for
us to maintain a professional approach in our business operation.
Proceed by: Shaikh Mohammed Mubin (Sales Manager) TULIP INN YANBU 11
The mission should also consider a comprehensive training,
employee recognition and satisfaction program for all our
employee. Performance Management system and Career
Development Plan would also be our focus.
Proceed by: Shaikh Mohammed Mubin (Sales Manager) TULIP INN YANBU 12
Marketing Objective
Key Strategies
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- We need to emphasize new strategies in our business
approach.
- We need to focus on training to our potential human
resources.
- To implement IT software in relation to hotel business
approach.
Major Goals
Proceed by: Shaikh Mohammed Mubin (Sales Manager) TULIP INN YANBU 14
Domestic Markets Leads
1. Bank and Financial Institutions
2. Oil and Gas
3. Telecommunication
4. Expatriates Association
5. Multi National Companies
6. Hospitals
7. EventManagement Companies
8. Pharmacies
9. Supermarket
10. Shopping Centre
11. Medical Institution
12. Dental Institution
13. In Bound Tour Operators
14. Out Bound Tour Operators
15. Institute of Education
16. International School
17. International Chamber of Commerce
18. International Ministry of Trade
19. Tourism Division
20. Islamic chamber of commerce
7 Prospects
Actions to be taken
Corporate
TULIP INN YANBU have not approached the most important segment
of our day to day business activities. Instead of focusing only on
industrial traffic, there is abundant opportunity to market and
reach out to the untapped market.
Travel Agencies
This is required to stimulate the local travel agent and tour
operators in all regions. It has generated a substantial amount of
revenue in the hospitality industry with a high presence of foreign
labours and by and large the local community.
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Embassy
The segment consists of all the embassies and consulates of the
Kingdom. It is one of the highest presence of Embassies and
Consulates. Consulates and Embassies are high in productivity in
terms of room accommodation, but very active in hosting different
functions and also due to the following reasons:
a. Bilateral ties between government to government
b. Trade
c. Economic cooperation
d. Conferences and Exhibition
e. Calendar Events
NGO ( Non Governmental Organisations)
The segment consists of local and foreign non-government
organisations, projects, Representative Offices.Mostly very active
in conferences, seminars and functions hosting. The budget for the
accommodation is limited.
Pharmaceutical Companies
It is one of the highest institution as compared to the neighbouring
countries, multi billion rials investment. This segment are of
foreign pharmaceutival institution and mainly contributing to the
food and beverage and mice program.
Government
a. Ministry of Sports and Culture
b. Ministry of Trade and Industries
c. Ministry of Information
d. Ministry of Foreign Affairs
e. Ministry of Defence
f. Ministry of Education
g. Ministry of Health
h. Ministry of sports
Proceed by: Shaikh Mohammed Mubin (Sales Manager) TULIP INN YANBU 18
TULIP INN YANBU
Proceed by: Shaikh Mohammed Mubin (Sales Manager) TULIP INN YANBU 19
Content: Advertising & PR Plan
Advertising
Identify and finalize advertising and media
agencies
Advertising and media agency induction to the
brand and hotel
Prepare advertising brief and secure
endorsement from GM and brand marketing
Hotel image ads
F&B Outlets
Room promotions
Brief Creative and media agency
Develop campaign and media schedule with
agencies
Familiarize with Brand Corporate Identity
Guest in room compendium
Logos and signage development
Proceed by: Shaikh Mohammed Mubin (Sales Manager) TULIP INN YANBU 21
Fact sheet
Brochures
Floor plan and room layouts
Sales kit
Determine operational sales and marketing
collateral needs
Fact sheet
Tariff
Rack brochure
MICE brochure
Image brochure
Floor plan and layouts
Sales kit
Public relations kit
Determine in room collateral needs
Determine f&B collateral needs
Commission photography
Local printer
Photographer
Advertising agency
Media agency
Graphic agency
Pragency
Thank you,
Shaikh Mohammed Mubin
Sales Manager
Tulip Inn Yanbu
Al-Hokair Hotel Division
Proceed by: Shaikh Mohammed Mubin (Sales Manager) TULIP INN YANBU 22