Sie sind auf Seite 1von 26

I.

INTRODUCTION

The subject Management 42 not only focuses on the concept of business policy but also

on business strategy. With this regard, the subject also tackles the construction of a feasible

strategy for an establishment in order for it to operate effectively and efficiently despite of its

internal and external environment.

Blue Horizon Hostel, is an interesting establishment to give an analysis. Such study

requires to be analyzed with a tool that will comprehensively diagnose all the advantages and

disadvantages that the organization has disclosed and revealed.

Eventually, the economy rises and falls in a very abnormal rate. More houses and hotels

are built year by year. Such factors can be considered as a threat to the business if it is not given

adequate attention, it would be very risky not just competition-wise but also in trying to stay

afloat and kicking in the hotel-restaurant industry.

Blue Horizon Grand Residences Incorporated is the company behind Blue Horizon

Hostel that is located in Aldecoa Drive, Daro. Blue Horizon Residences, Inc. was incorporated

on April 20, 2017. Being the first business venture under Blue Horizon Residences, Inc., Blue

Horizon hostel aims to cater a higher demographic market of guest leaning towards cheaper

accommodation but not neglecting comfort and convenience. Blue Horizon Grand Residences

Incorporated was built by Jude Javier, Dorotea De Guia, Maria Antonia Balisbis, Alain Balisbis

and Daniel Scanella, individuals who are not new to business having background in the

merchandising business primarily located in General Santos City.

Blue Horizon Hostel is a hostel that operates 24/7 open to all especially for those who are

searching for a convenient position from which to explore Dumaguete City. The Hostel also

offers free Wi-Fi internet connection, and 24-hour reception to those who would avail to their

1
services. Apart from the reception, there is a travel and tour agency and a small restaurant where

guests can eat and drink.

II. COMPANY PROFILE

A. BLUE HORIZON HOSTEL

Blue Horizon Hostel is the right choice for guests who are searching for peace and a

convenient position from which to explore Dumaguete City. It is owned by a corporation named

Blue Horizon Grand Residences, Inc. Blue Horizon Hostel staffs offer an attentive, personalized

service and always available to offer any help to guest. The hostel building is comprised of four

floors. On the ground floor, apart from the reception there is a travel and tour agency and a small

restaurant where you can eat and drink. The rooms are arranged on the second and third floors.

On the fourth floor is the roof top which is used to do their laundries. The Hostel also offers free

Wi-Fi internet connection, and 24-hour reception to those who would avail to their services.

Tourists or anyone who would like to avail of the hostel need not to worry about the

capacity of the building since the Blue Horizon has twenty-two rooms available; in which 6

rooms are Deluxe twin type, which provides a bigger space such as two separate beds. There is

also a deluxe queen, which has a queen-sized bed. The hostel also caters to families; they have a

Family room; which offers three, queen size bed, and one single bed. The Blue Horizon also has

a dorm type rooms, which has four bunk beds, and lastly is the Standard room, which is only

good for one person.

The Blue Horizon can also provide transportation to its guest, and the location is

convenient since it is only a few minutes away from the downtown area of the city.

2
B. Nature of the Business

Blue Horizon Hostel is Dumaguete’s Brand New and affordable hostel. The hostel

provides a residential facility to guests who come across to Dumaguete City. The hostel provides

a service of 20 rooms to stay (1 standard room, 9 Deluxe Queen, 6 Deluxe Twin, 3 Family rooms

and 1 Dorm type) and a restaurant with affordable prices. The establishment provides them an

accommodation for one, two or more days as per requirement of individual.

III. Facilities and Amenities

Fully Air Conditioned Rooms with private bath, Bidet, hot and cold shower, 32′ Cable

TV, Free WIFI/Internet, Family Diner on site serving sumptuous meals daily. The establishment

is close to schools, shopping center, hospital etc. It is only a 15-minute travel from the Airport,

10 minutes from the Seaport; 5 minutes from City Proper and 10 minutes to the Boulevard.

IV. Capacity and Ambiance

The hostel provides a service of 20 rooms to stay (1 standard room, 9 Deluxe Queen, 6

Deluxe Twin, 3 Family rooms and 1 Dorm type). In standard room it can accommodate only one

person, Deluxe Queen and Deluxe Twin two persons; Family room can accommodate three

persons and Dormitory type four persons. The guest can only add only one extra bed in every

room except in Dorm type. The hostel can accommodate a total of 63 guests.

3
V. Location

The establishment is located just beside the road at Aldecoa Drive, Barangay Daro,

Dumaguete City. The said location is in front as Department of Social Welfare and Development

(DSWD) which is also near shopping centers like Cang’s, Lee Plaza, and Robinson’s. It is 15

minutes away from Sibulan Airport and 10 minutes away from city proper, Rival Boulevard and

the city’s port which makes its location advantageous. While location is strategically near

opportunity-providing areas, on the other hand, Blue Horizon is not so conspicuous along the

main thoroughly ones of the city.

4
VI. ROOM RATES AND ADD-ON SERVICES

Tariff: Hostel Rooms & Prices per Night

Standard Room.........................................................₱999.00

Deluxe Queen….......................................................₱1,199.00

Deluxe Twin….........................................................₱1,199.00

Family Room............................................................ ₱1,599.00

Dorm Type ............................................................... ₱1,699.00

Add-on Services

These are the services they also offer:

1. Masaje de Lumad Kinaiyahan

Swedish… ....................................................................₱500.00/1 hour

Shiatsu… ..................................................................₱500.00/1 hour

Combination….........................................................₱500.00/1 hour

Traditional ................................................................₱500.00/1 hour

Thai Massage ...........................................................₱500.00/1 hour

2. Infinity Massage & Spa

Traditional ........................................................ ₱500.00/1 hour

Combination Massage ...................................... ₱500.00/1 hour

Swedish Massage .............................................. ₱500.00/1 hour

Cupping Massage.............................................. ₱700.00/75 minutes

5
Packages:

P1 (Facial, Foot Scrub & Body Massage)………………………..₱1,000.00/120 minutes

P2 (Body Scrub & Body Massage)………………………………. ₱1,000.00/90 minutes

P3 (Body Massage & Foot Reflex)… …………………………….₱800.00/90 minutes

3. Shuttle Services

From Seaport……………………………………...₱300*

From Airport………………………………………₱300*

*minimum of 4 passengers

*₱100 for each additional passenger

VII. BOOKING PROCEDURES

1. Browse travel websites

2. Take a look at cancellation policies

3. Read the reviews

4. Dig deeper on the deals that are too good to be true

5. Look up the location

6. Call ahead

7. Contact a travel agent for exotic or remote destination

6
VIII. 4P’s MARKETING MIX

1. Product

 Rooms

 Restaurant

 Express check-in checkout services

 Travel desk

 Parking Facilities

2. Place

It is 15 minutes away from airport. 10 minutes from the seaport and boulevard. 5 minutes

away from city proper.

3. Promotion

 Flyers

 Website

 Hotel Website

 Facebook page

 Printed posters

 Word of mouth publicity

7
4. Price

The hostel’s rates are reasonable enough for what the customer will be paying.

IX. EXTERNAL ENVIRONMENT

A. Vicinity Map

Blue Horizon Hostel is located in Aldecoa Drive, Barangay Daro, Dumaguete City. The

said location is infront as Department of Social Welfare and Development (DSWD) which is also

1-2 minutes or 350meters away from a shopping center, Cang’s Inc. It is 5-8 minutes or 1.5km

away from the downtown area and a 2.6km away from Robinsons. It is also 2.1km away from

Sibulan Airport and 1.5km away from Dumaguete Seaport.

8
9
10
X. COMPETITORS PROFILE

B. INDIRECT COMPETITORS

BETHEL GUEST HOUSE

Bethel Guest House offers a high quality feature in both its services and amenities. This

hotel has a business center ready to meet every traveler’s need, has an indoor and outdoor lounge

on the fifth floor that offers breathtaking views. Café Filomena serves Filipino and International

cuisine at a very affordable price. The hotel is located in Rizal Boulevard which makes it

accessible to the city center and nearby points of interest and a favorite venue for big events. The

hotel is family-friendly as it is smoke and liquor free with value for money accommodation.

11
C&L BAY VIEW INN (2 STAR HOTEL)

C & L Bay View Inn in Dumaguete, you'll be within a 5-minute walk of Rizal Boulevard

and Bell Tower. This hotel is 0.5 mi (0.8 km) from St Catherine of Alexandria Cathedral and

Downtown area. Make yourself at home in one of the 43 air-conditioned rooms featuring LCD

televisions. Rooms have private balconies. Complimentary wireless Internet access keeps you

connected, and cable programming is available for your entertainment. Bathrooms have showers

and complimentary toiletries; make use of convenient amenities such as complimentary wireless

Internet access, concierge services, and a banquet hall.

Enjoy Filipino cuisine at Bay View Resto-Bar, a restaurant which features a bar, or stay in and

take advantage of the room service (during limited hours). A complimentary breakfast is

included.

Featured amenities include a business center, complimentary newspapers in the lobby, and dry

cleaning/laundry services. A roundtrip airport shuttle is complimentary (available 24 hours), and

a ferry terminal shuttle is also provided at no charge.

12
HOTEL ESSENCIA

Hotel Essencia is one of the biggest hotel in Dumaguete, 9-minute walk to Rizal

Boulevard and 8-minute walk to Dumaguete Belfry, featuring an on-site restaurant and bar, a spa

facility, and a 24-hour front desk.

Offering city views, air-conditioned rooms feature a flat-screen TV with cable channels, a

wardrobe, and a personal safe. An electric kettle and a minibar are also included in each room.

The bathroom comes with hot and cold shower facilities, toiletries, and a hairdryer.

La Essencia Cafe offers local and seafood favorites while other dining options are available

around the city. A la carte and buffet options are available.

Guests can head to the 24-hour front desk for assistance with airport shuttle, laundry, and

luggage storage services. Free private parking spaces are available.

Robinsons Mall is 1.3 km away and the nearest airport is Dumaguete Airport, 3.1 km from the

property.
13
SIERRA HOTEL

Sierra Hotel is one of the city’s luxurious hotels. Guests are warmly welcomed to ensure

a comfortable and wonderful stay in any of their 72 fully air conditioned rooms and suites. They

provide room service and valet parking. They also have an entertainment lounge, a coffee shop, a

cozy restaurant, and function rooms ideal for events, conferences and meetings.

14
ONE BETHANY PLACE

Guests staying in One Bethany’s different room categories will enjoy a cozy homey

feeling as all the rooms are comfortably furnished with shades of beige curtains and bedspreads

to blend with contemporary painted walls to enhance the coziness of the rooms. It offers spotless,

comfortable, appealing rooms manned by friendly and courteous staff.

15
B. DIRECT COMPETITORS

CHECK-INN PENSION PLAZA (3 STAR HOTEL)

They offer 50 spacious and clean rooms; function rooms, laundry and pressing service,

shuttle services to and from the airport and more. They also have a Foreign Currency Changer

and a coffee shop located at the ground floor of the hotel.

16
GRAND PENSIONNE PLAZA HOTEL

Service-minded staff will welcome and guide you at the Grand Pension

Plaza. Some of the well-appointed guestrooms feature television LCD/plasma 43

screen, internet access – wireless (complimentary), non-smoking rooms, air

conditioning, satellite/cable TV.

17
OK PENSION

OK Pensionne House is located in area of Dumaguete City. The hotel has a very

good location. There are plenty of tourist attractions nearby, such as The Dumaguete

Belfry within 0.22 km, and St. Catherine of Alexandria Cathedral within 0.25 km.

Travelers who wish to travel comfortably on a budget, OK Pensionne House is the

perfect place to stay that provides decent facilities as well as great services. OK

Pensionne House is the right choice for you who are looking for affordable

accommodation in Dumaguete City.

18
ASIA NOVOTEL

This is centrally located in downtown Dumaguete so it is very convenient

with regards to proximity to restaurants, shopping, transportation and even the

famous promenade in the city, Rizal Boulevard.

19
U-PENSION (2 STAR HOTEL)

Guests at U Pension will enjoy a warm atmosphere created by service

minded staff. This property is approximately 10 minutes’ walk from the center of

Dumaguete City. While staying at The U Pension guests can make use of free Wi-Fi,

climate control and a work desk provided in the rooms.

20
XI. External Marketing Forces

FINANCIAL ASPECT

The business is a corporation between the family members. Unfortunately, the

researchers were not able to obtain financial information because financial statements and

basic financial information was not made available to us by the owner and is kept

confidential for the establishment's good.

LEGAL ASPECT

Blue Horizon Hostel required permits to run the business are complete like the

Mayor’s Permit, BIR Certificate and DTI Certificate.

SOCIO-ECONOMIC ASPECT

The business made an impact in the economy in the sense that it was able to utilize the

local materials and employ a modest number of people. It contributes to the additional

income in the city by paying taxes. Hence, blue horizon helps Dumaguete City’s

economic growth increase.

ENVIRONMENTAL ASPECT

Taking care of the environment is important not only for the area close to the

establishment but also for the environment as a whole. The hostel waste disposal is

properly managed. The Environmental and National Resources Office (ENRO)’s garbage

truck collects trash every night.


21
XII. TECHNOLOGY

Blue horizon uses technology for its convenience. The most apparent manifestation of

technology in the said establishment is hotel bookings wherein guests can book anytime

and anywhere in their convenient time. The business processes are more seamless and

effective. Also their daily records are easily tracked.

22
XIII. SWOT ANALSIS/MATRIX

STRENGTHS WEAKNESSES

 Provides Safe Abode Away  Location is not so


from Home conspicuous
 Affordable or budget-  Lack of facilities
INTERNAL friendly rates  The location of the
 The owners monitor every business is not easily
activity in the hostel and to be found
have a representative who  No direct online
manages the business booking in their
especially when they are website
out of town.
 Skill labor force
EXTERNAL  GRAAAB A PLATE

OPPORTUNITIES S–O W–O

 Increase of tourism in  Branch out  Provide distinct


Dumaguete City and its  Expand the signages
neighboring towns. establishment by  Offering free
 Growth in tourism is creating more rooms breakfast to check-in
beneficial for Blue Horizon  Offering seasonal or guests.
Hostel as it will provide new holiday promos  Promote the
potential customers that it  Guests with positive establishment through
can target in order to gain feedbacks social media
market share.
 Has a well-functioning and
interactive website that
draws a large number of
internet traffic and sales
 It has a strong presence on
social media.
 Grandeur Travel &
Tours is associated
with Blue Horizon
Hostel
THREATS S–T W–T

 Competing hotels are  Embark on aggressive  Close down the


more accessible. marketing campaign business.
 Other hotels offer  Taking advantage of its
cheaper accommodation. restaurant to promote the
 Technological hostel.
developments
by competitors. 23
XIV. CONCLUSION

Blue Horizon Hostel is Dumaguete’s Brand New and affordable hostel. In order to

improve performances, it must assess its external and competitive environment. This will reveal

the key opportunities it can take advantage of and the threats it must deal with. Blue Horizon

Hostel responds to both internal and external issues in a proactive and dynamic manner by using

its strengths and reducing its weaknesses. Through this, Blue horizon is able to generate the

strong growth it needs to retain a strong identity in the market. Growth opportunities and

technology advance need to be on the front end of the mind of. If blue horizon is not willing, nor

able to grow, the exit barriers are wide open. This is the same with technology. In technology era

that we live in, it is vital to Blue Horizon Hostel well-being to be able to use technology not only

to enhance the hostel on the inside, but to impress the guest to stay in each hostel on the outside.

If a hostel can do this, their likelihood of being a healthy competitor increases dramatically and

they will have a chance to go up against strong competitors.

24
XV. ALTERNATIVE COURSES OF ACTION

1. The business should offer seasonal or holiday promos that can help garner attention to
more customers.

Advantage:

These promos will help attract more customers.

Disadvantage:

These promos can lower profit margin.

2. The supervisors will evaluate its employees and look for areas that need improvement.

Advantage:

This will help the staff improve the quality of service.

Disadvantage:

This will consume more time and effort.

3. The business will include a free breakfast to check-in guests.

Advantage:

This will attract customers who are looking forward of breakfast inclusions.

Disadvantage:

This will increase the room rates.

25
4. The business can sponsor events that can help promote their business.

Advantage:

This is another way effective way for promoting the business other than social
media.

Disadvantage:

This will allow business to use its funds.

XVI. RECOMMENDATION

With the above analysis, we therefore recommend Alternative Course of Action Number

Two (2) that recommends supervisors to evaluate their employees and look for areas that

need improvement in order to improve the quality of their services.

26