Retail Management Alegres Hotel & Resorts

Presenters

Haseeb Hamid Amna Endrabi Jawad Tariq Suleman Ali Azam Sidra Munir 2123285 2113103 2123286 2123334 2123241

Situational Analysis
A situational analysis defines and interprets the state of the environment of a person or organization. A situation analysis provides the context and knowledge for planning.

Internal Analysis Operationally very smooth Bookings are terribly down Low marketing budget at corporate level Unplanned Sales Promotions

 External Analysis

Alegre Hotel Popularity

Travel Agencies Loyalty Reward Program Unstable Economy

Diagnosis and Analysis of the Problem

Hotel bookings are down across the board Electricity and staff issue The problem is how to increase bookings and establishing the "loyalty" of the
customers with unlimited fund resources

Unplanned budget and barely having a marketing budget at the corporate level Apparently Alegre Hotels properties have nothing in common mostly

Derivation of Alternative Solutions

Customer segmentation Geographic segmentation of properties Separation/ bifurcation of properties on the basis of differential services and
facilities for target audience consideration

Formulating strategies while keeping certain segmented population into

New packages/ incentives that attract potential and current clients along with
creating competitive advantage

Effectiveness of local campaigns

Centralized database sharing of current and potential target audience

Global strategy requirements and viability Creating and maintain customer loyalty

Cross cultivation of knowledge and experience

Unified promotional campaign

Analysis of Alternative Solutions

For luring the customer, Fernando should provide new packages to the
customers.

This can initiate the optimal use of funds & create a better scope for
the hotel in upcoming time.

"Word of Mouth" by those customers who enjoyed the services of the

Hotel to the potential new customers of the Hotel.

Centralized Reservation System

Providing you a local cultural experience, while maintaining standard service quality
The company's most valuable competitive advantage is its decentralized form of business Promotional Strategy from a long-term perspective

Recommendations

Collaboration
Increase the Adaptability Customer Focus And Willingness To Exceed Customer Expectations

Customer Loyalty
Global Perspective

Implementation of the Chosen Solution

Strategies implemented poorly result in lack of synergy and dissatisfaction of

target audience with an unhappy workforce. Implementing any strategies or plans even at the grass root level requires motivated human resource.

The staff needs to be actively encouraged to take ownership of the

business in which they each have an essential role to play

Questions???