Term Paper A Final

B Y : K A W I N , N E T I , A M O R N R A T, P A N U , P A T,
Industry Overview
INDUSTRY SIZE INDUSTRY GROWTH
Hotel & Resort Market 300 trillion baht (Kasikorn res.)
Expansion rates 20102011

35% 30% 25%
Market share contributors
20% 80%
SME-owned
Industry Background
20% 15% 10% 5% Non- SME

Company
29% 21% 15%
0% South
Customer & Competition Issues & Objectives
North
East
Recommendations
Thailand Tourism Market Value

600,000 600,000 432,000 500,000 400,000 300,000 200,000 100,000 411,429
17% 555,556 Growt h
5% 168,000 Growth
144,127
8% Growth
2010 Market Value 2011 Market value
2011 Market value 2010 Market Value Thai Foreign Travellers Travellers Total
Industry Background
Company
Customer & Competition
Issues & Objectives
Recommendations
Cost
Value
Product/ service differentiation
Koh Kood Cabana

Company Background
KOH KOOD CABANA

Founded in 1993 by Mr. Sommai P.
Located in Trat province

The first-ever resort on Koh Kood Island Koh Kood Island Recognized as one of Thailands most beautiful beaches Possesses authentic beauty and privacy
Mission Statement
Koh Kood Cabana offers one-of-a-kind relaxation and affordability to the adventurous, passionate, yet budget travelers who seek a real natural atmosphere.
Industry Background Customer & Competition Issues & Objectives
Company
Recommendations
SUSTAINABLE COMPETITIVE ADVANTAGE DISTINCTIVE COMPETENCY

Private atmosphere Long private Beach front
Very Natural
Food
Industry Background
Company
Issues & Objectives
Recommendations
SERVICE RECOVERING STRATEGIES
KKCs Goal
To satisfy customers by providing them exceptional service quality
- Cuisine freshly prepared by the in-house restaurant - An array of complementary services - Well-equipped facilities
Industry Background
Company
Issues & Objectives
Recommendations
A BOTTOM-UP APPROACH
Key to KKCs success: Providing a healthy service culture to keep up with the aggressive beach resort industry
Satisfying the guests with the promised level of service

Service feedback from front-line service staff Empowerment of employees Open discussions with the owner Employee training sessions
Industry Background
Company
Issues & Objectives
Recommendations
CORPORATE STRATEGY
Political situation (Red vs. Yellow shirts) Seasonality (low and high seasons)
Target more Thai customers
Train and recruit occasional employees
Increase customer Provide more and loyalty satisfactionrooms and tents
Low awareness level Where is Koh Kood?
Improve communication methods, emphasis: Increase awareness of KKC first-mover authenticity and competitiveness locationKoh Kood
Industry Background
Company
Issues & Objectives
Recommendations
Industry Background
Company
PRODUCT & PEOPLE

Issues & Objectives Recommendations
Accommodation
Activity
Employee
Industry Background
Company
Issues & Objectives
Recommendations
ACCOMODATION
Industry Background
Company
Issues & Objectives
Recommendations
Accommodation
Activity
Employee
Industry Background
Company
Issues & Objectives
Recommendations
ACTIVITIES
The Klong Chao Waterfall

Free transportati on back and forth By truck or speedboat.
Snorkeling
Speedboat accomodat ion 1.5 hours to dive Gears are provided.
Karaoke
Dinning zone mini stage with free of charge
Eating Experienc e
Thai cuisines: seafood for lunch and dinner and internation al breakfast
Issues & Objectives
Others
Kayak boats Beach chairs Beach football and volleyball Sand castle building
Recommendations
Industry Background
Company
Accommodation
Activity
Employee
Industry Background
Company
Issues & Objectives
Recommendations
EMPLOYEE
10 FULL-TIME EMPLOYEES
SEASONAL EMPLOYEES
High turnover rate
Inexperienced and unqualified
Industry Background
Company
Issues & Objectives
Recommendations
PLACE
Industry Background
Company
Issues & Objectives
Recommendations
KOH KOOD CABANA
84 km southeast of Trat
105 sq. km area
Second largest island of the Koh Chang Marine National Park

Fourth largest in Thailand
Tapow Beach on the west coast Long white sandy beaches approximately 800 m.
Industry Background Company Customer & Competition Issues & Objectives Recommendations
PLACE ADVANTAGES
Isolated island from city lights Boasts real relaxation atmosphere unlike Pattaya or Phuket
PLACE DISADVANTAGES
Electricity not serviced in the area Underground water insufficient during summer and for heavy consumption
Industry Background
Company
Issues & Objectives
Recommendations
PRICE
PRICE & PACKAGE TOUR

Initial pricing strategy based on land costs plus the expected profit/year divided by the forecasted customer demand INCREASE IN COMPETITORS
Pricing strategy based on competitor pricing
Current accommodation outdated versus that of competitors
Ranked rank as a 3star resort
Industry Background
Company
PRICE LOWER THAN COMPETITOR

Issues & Objectives
Recommendations
KOHKOOH CABANA 3 Day, 2 Night Pricing package

Air-condition Bungalow Air-condition Bungalow VIP Deluxe (Bungalow) Tent Car park Children: Age 4-6 years (discount 50%) Children: Age 7-10 years (discount 25%) 5,500 Baht/person 6,000 Baht/person 6,500 Baht/person 4,200 Baht/person 100 Baht/ 3 days 2 nights
The above charts are suggested package recommended by Koh-Kood Cabana. It includes Speedboat takes customer from Trat pier to KohKood. All you can eat breakfast, lunch, supper, dinner Snorkel diving, visiting Klong Chao waterfall, Karaoke singing Speedboat takes customer back to Trat pier
Company
Recommendations
PROMOTI KOH ON KOOD

CABANA
Industry Background
Company
Issues & Objectives
Recommendations
Clear blue sea, White sandy beach, Azure blue sky

Online reservations via the resorts Website Participation in travel fairs Limited marketing campaigns to advertise the resort No strategic marketing campaigns to directly capture the target group No supportive media to attract potential customers when exposed to competitors media in getting in touch with their customers
PROMOTION
PROCESS & PROGRAMMI NG
Industry Background
Company
Issues & Objectives
Recommendations
SERVICE BLUEPRINT
Physical Evidence Customer Actions Onstage Contact Backstage Contact employee employee actions actions
Make reservation for guests Carry guest bags and stuff to the boat - Driving boat -Prepare adequate amount of life jackets
Support Processes
Website/Advertising/ Make reservation Phone call/ Traveling Boots Parking spot Arrive at Trat koh Lobby Carts kood cabana pier Boat Life jackets Pier at koh kood cabana Carts Caf Lobby Travel to koh kood cabana by boat Arriving at koh kood cabana Relaxing while waiting for bags and stuffs at the lobby Check-in
Company
Reservation system
Demonstrate how to use a life jacket
Take guests to the Carry bags and stuff to lobby caf lobby Serving welcome drink Tell the day schedule Process registration Assign key
Prepare welcome drink Registration system

Desk lobby/keys
Industry Background
SERVICE BLUEPRINT
Physical Evidence Customer Actions
Getting lunch
Onstage Contact Backstage Contact employee employee actions actions

Serving food/ Taking order Give an instruction for snorkeling lesson Serving food/ take order Serving food Entertain guests by many activities Tell the schedule for the next day
Support Processes
Caf lobby Lunch Boats Snorkels Life jackets Food Caf lobby Dinner Karaoke Live music Caf Lobby
Snorkeling trip
Afternoon Meal
Prepared food Clean up -Prepare adequate amounts snorkel and life jacket -Clean up after done Prepared food Clean up -Prepared food -Clean up -Open music/karaoke
Dinner party
Industry Background
Company
Issues & Objectives
Recommendations
SERVICE BLUEPRINT
Serving food/ take orders
Serving food/ take orders Guide the way to water fall Explain the history of Klongchao water fall Serving food/ take orders Prepared food Clean up Prepared food Clean up Driving boats/cars Prepared life jackets Prepare food Clean up
Support Processes
Breakfast Caf lobby Lunch Caf lobby
Breakfast
Lunch
Boats/Cars Life jackets
Going to Klong chao water fall
Food Caf lobby

Dinner Karaoke Live music Caf lobby
Industry Background
Afternoon meal
Dinner party
Serving food Entertain guests by many activities

Prepare food Clean up Open music/karaoke

Company
SERVICE BLUEPRINT
Serving food/ take order Processing check out Carry bags and stuff to boats Prepare life jackets Prepared food Clean up Registration system
Support Processes
Breakfast Caf lobby Lobby desk Keys Carts Pier at koh kood cabana Boats Life jackets Parking spot
Breakfast
Check out
Back to Trat
Driving boat
Leave
Have a safe trip back and hope to see u again
Industry Background
Company
Issues & Objectives
Recommendations
SERVICE BLUEPRINT PROBLEMS
- Key man risk - No flexibility on to serve customers needs - Activities require a large number of staff for safety purposes - Both onstage and backstage operations require good communication skills
Industry Background
Company
Issues & Objectives
Recommendations
Convenience outgoing enjoy participating in all the activities
explore the beauty of nature adventurous
10%
Foreigners
90%
Thai
Decision-making Process
Travel Desire
Informatio n Search
Alternative Solutions
Decision
Advertising Promotional Pricing Marketing Promotion
Internet Travel Agency Peers and Families
Expectatio n Motivation Needs

Companies offers
VS
Issues & Objectives
Activities Seclusion Reputatio n Location
Industry Background
Company
Recommendations
CONSUMER EXPECTATION & MOTIVATION

Customer Expectation
Real nature Clean beach Nice weather Escape from their work
Customer Motivation
- Real nature Koh Kood Cabana could provide - Calm & Peaceful - Real escape from the work life and the light and sound of the city
CONSUMER NEEDS Resort Customer needs
Product: Accommodation
Acceptable room decoration Facility work well Convenience Good Facility maintenance Safety Private Activity offers -
Weaknes s
Issues & Objectives
Industry Background
Company
Service: Employee Treat customer in good manner Respond quickly to customer request Polite Consistence service quality Good service blue print On time service Understand your customers needs and be able to meet them Friendly Customer oriented
Recommendations
KOH KOOD CABANA CUSTOMER CHARACTERISTIC
Adventurous lifestyle Loves nature Budget travellers
Industry Background
Company
Issues & Objectives
Recommendations
FIT
Adventurous lifestyle Loves nature Budget travellers
Activity such as going to Waterfall, Snorkeling , climb mountain Thai style seafood which is only place available in Koh Kood
Nice, long beach for relaxation and seclusion
Prohibition of scooter, banana boat and any kind of vehicle to minimize pollution
Fixed pricing package with activities, food, and accommodation included at low price
Industry Background
Company
Issues & Objectives
Recommendations
Travel expectation, motivation, and needs
Self-esteem development Relationship Safety and Security Relaxation

MARKET SEGMENTATION
Industry Background
Company
Issues & Objectives
Recommendations
Market Segmentation and Targeting

Behavioral
Leisure holidays Businesses
Demographic
25 years old ++ Income: Middle class 40% : 10,000 to 50,000 35% : 50,000 to 100,000
Psychographic
Adventurous Save the Earth Experience-oriented
THE INDUSTRY TREND

Getting away from traditional model with
BUDGET & BOUTIQUE MODEL

Budget hotel
A hotel built with the most cost efficient way Value for money Functional benefit
Boutique hotel
Focus on delivering new experiences Luxury pricing Emotional side

THE INDUSTRY TREND

EXAMPLE. LUB D HOTEL
Industry Background
Company
Issues & Objectives
Recommendations
THE INDUSTRY TREND

Type: Budget Boutique Hotel Location: Silom & Siam Square Targeting: Backpackers, Young Adults
Industry Background
Company
Issues & Objectives
Recommendations
THE INDUSTRY TREND

Focus on the design on most of services' elements
Industry Background
Company
Issues & Objectives
Recommendations
THE INDUSTRY TREND

Industry Background
Company
Issues & Objectives
Recommendations
THE INDUSTRY TREND

Industry Background
Company
Issues & Objectives
Recommendations
COMPETITOR ANALYSIS
Koh Chang
55 resorts and hotels Some of the beaches are rocky in parts Crowded tourist destination
Koh Mak
25 hotels and resorts Perfect for exploring and getting close to nature, bicycle through coconut plantations along the coastline
Koh Kood 9 resorts

Well preserved island Long beach front No electricity
COMPETITOR ANALYSIS
Chanta Resort Away Resort Peter Pan Resort Captain Hook Resort
Bai Kood Resort

Koh Kood Beach Resort
Competitive advantages: More modern designs and newer accommodations versus those offered by KKC
Competitor Pricing
Resort Name
3 days 2 nights package
Rating
TinkerBell (beachfront) Shantaa (2 queensize) Captain Hook (Delux Villa) Peter Pan (Delux Villa) Suanya (Standard) Cabana (Standard) Away Resort (Delux Villa) The Beach Natural (Garden view) Ao Phrao (Sea Beach)
8,453
7,458*
6,800
6,900
6,000
5,450
5,800
5,544*
4,296*
*Room rates per 2 nights Company Customer & Competition Issues & Objectives Recommendations
Industry Background
SITUATION ANALYSIS
Being the first mover on the island Satisfying target groups with outdoor, adventurous activities CRM: Owners (Mr. Sommai)s friendliness
W T
Poor infrastructure on the island (electricity) No marketing campaign Inefficient service blue-print
Capture the industry growth Increasing marketing communications to widen customer base
Competition rise of boutique resorts Natural disasters Fluctuation of currency Political instability
Industry Background
Company
Issues & Objectives
Recommendations
Where we are
1.
Where we want to be
The resort lacks qualified employees, causing customer dissatisfaction
Employee Service Improvement and Training Operational and marketing communication development
Empowered, competent staff, acquiring a serviceoriented perspective and managing problems athand without supervision needed.
Unable to retain customers or to attract new markets

Industry Background Company
Acquire a larger segment of the foreign market, while implementing backoffice procedures to better satisfy and retain.
Issues & Objectives
Recommendations
Recommendations
KOH KOOD CABANA
RECOMMENDATION I PROBLEM
EMPLOYEE SERVICE
CUSTOMER DISSATISFACTION
Industry Background
DECREASING IN OCCUPANCY RATE

Company Customer & Competition Issues & Objectives Recommendations
RECOMMENDATION I
OBJECTIV E
Increase the customer satisfaction Rate
IMPROVE SERVICE QUALITY

IMPLEMENTATION
Tracking customer satisfaction
- Interview customers to gain feedback on their satisfaction
Set up a supervisor team consisting of ull-time employees

- Responsible for training seasonal employees to perform quality at their best attitude
Intensive training On-the-job training Promoted to fulltime employees after three years of work at KKC
Industry Background Company
Retirement benefits Additional benefits Health insurance Increase employee Higher salary loyalty Compensation packages
Customer & Competition Issues & Objectives Recommendations
IMPLEMENTATION PLAN
Service Blueprint Improvements
Offer fixed schedules of activities and Enable guests to plan their time ahead meals
Set service standards for employees for th employees to work on timely basis
Work on a timely basis to achieve customer satisfaction
Provide discounts if unexpected things occur

Prevent bad impressions and possible negative WOM
Industry Background
Company
Issues & Objectives
Recommendations
RECOMMENDATION II
To attract new customers and increase the retention rate of existing guests
Industry Background
Company
Issues & Objectives
Recommendations
IMPLEMENTATION PLAN
Trave l Desir e
Information Search
Alternativ e Solutions
OBJECTIV E
Decisio n
Destination Promotions Pictures Testimonials
Develop an effective operational back office and enhance marketing communications
OPERATIONAL DEVELOPMENT
MARKETING COMMUNICATIONS
Industry Background
Company
Issues & Objectives
Recommendations
IMPLEMENTATION PLAN OPERATIONAL DEVELOPMENT ONLINE HOTEL BOOKING ENGINE

Upgrade

Direct contact
Efficient
Room availability checking Real-time updating occupancy and rates Electronic payment and receipts Customization of order Full search capability Reporting and sales analysis
Reduce service failures!

Industry Background
Company
IMPLEMENTATION PLAN
BENEFITS
Increase in direct sales from the Website Reduction in administration costs Maximize room yields Increase customer satisfaction and loyalty
Industry Background
World-wide focus to increase customer

Company Customer & Competition Issues & Objectives Recommendations
IMPLEMENTATION PLAN
OPERATIONAL DEVELOPMENT
Industry Background
Company
Issues & Objectives
Recommendations
MARKETING COMMUNICATIONS
Incentive to tour agency

Give more incentive to the agent if they could bring customer on week day (e.g., higher commissions) Above the standard percentage
Set up Special Activity and To make KKC more attractive in the eyes Event
of customer we A special event/activity during weekdays No repeat activity attract customers to come to KKC Mini concerts, special chef, spa, dive lessons, shows, etc.
Company
Recommendations
MARKETING COMMUNICATIONS - IMPLEMENTATION

Set up teams Responsible for organizing events Developing new events in response to market trends
Special events are limited to MEMBERS ONLY! Drives customers to establish membership with KKC Special rates for members Spend nights at KKC Occupancy increases
Industry Background
Company
Issues & Objectives
Recommendations
THANK YOU FOR YOUR ATTENTION!

Term Paper A Final

Hochgeladen von

Dokumentinformationen

Originalbeschreibung:

Originaltitel

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

Term Paper A Final

Hochgeladen von

Copyright:

Verfügbare Formate

B Y : K A W I N , N E T I , A M O R N R A T, P A N U , P A T,

Hotel & Resort Market 300 trillion baht (Kasikorn res.)

Expansion rates 20102011

Market share contributors

20% 15% 10% 5% Non- SME

29% 21% 15%

Thailand Tourism Market Value

17% 555,556 Growt h

2010 Market Value 2011 Market value

Customer & Competition

Issues & Objectives

Product/ service differentiation

Koh Kood Cabana

KOH KOOD CABANA

Located in Trat province

SUSTAINABLE COMPETITIVE ADVANTAGE DISTINCTIVE COMPETENCY

Customer & Competition

Issues & Objectives

SERVICE RECOVERING STRATEGIES

To satisfy customers by providing them exceptional service quality

Customer & Competition

Issues & Objectives

Satisfying the guests with the promised level of service

Customer & Competition

Issues & Objectives

Target more Thai customers

Train and recruit occasional employees

Increase customer Provide more and loyalty satisfactionrooms and tents

Low awareness level Where is Koh Kood?

Customer & Competition

Issues & Objectives

Customer & Competition

PRODUCT & PEOPLE

Customer & Competition

Issues & Objectives

Customer & Competition

Issues & Objectives

Customer & Competition

Issues & Objectives

The Klong Chao Waterfall

Customer & Competition

Customer & Competition

Issues & Objectives

High turnover rate

Inexperienced and unqualified

Customer & Competition

Issues & Objectives

Customer & Competition

Issues & Objectives

KOH KOOD CABANA

Second largest island of the Koh Chang Marine National Park

Customer & Competition

Issues & Objectives

PRICE & PACKAGE TOUR

Pricing strategy based on competitor pricing

Current accommodation outdated versus that of competitors

Ranked rank as a 3star resort

PRICE LOWER THAN COMPETITOR

Issues & Objectives

KOHKOOH CABANA 3 Day, 2 Night Pricing package

PROMOTI KOH ON KOOD

Customer & Competition