BUSINESS PLAN FOR THE H.O.T.S SIMULATION HOTEL

Business Plan for the H.O.T.S Simulation Hotel

Business Plan for the H.O.T.S Simulation Hotel

Introduction

H.O.T.S Simulation Hotel is a small, family business hotel that started operating in June 2006. It is located in New York, which consists of 5 bungalows each with bedding capacities, a pool, mini bar and open garden areas to enjoy the ocean views. Despite being relatively new, the hotel has received a fair amount of business due to the popularity of this are as a tourist destination

Although H.O.T.S Simulation Hotel is a small business operation, it has ability to be innovative due to its stable financial situation. Realising the potential the Internet had to offer H.O.T.S Simulation Hotel decided to develop an Internet presence. In spite being aware of the benefits the Internet can be offered, there was no defined plan or strategies regarding internet within H.O.T.S Simulation Hotel. This was not only reflected in their website design but also on their entire Internet marketing operations, or should I say lack of. Such as little thought was put on how they would develop brand awareness of the site among their targeted market segments and potential customers. Evidently, sales did not go up, the number of customers contacting the hotel to make inquiries showed no increase and the number of increasing international customers was not existed too. Only a few customers who contacted H.O.T.S Simulation Hotel through the website's reservation form.

As a result, they saw the development of their website as being futile. There were not many benefits come out of their website in terms of sales, brand awareness, customer use of the site and the composition of internationals consumers. Consequently, an e-marketing plan is needed in dealing with these deficiencies of the existing web presence as well as the internet marketing operations.

In this e-marketing plan, a fully situation analysis regarding to micro-environment and macro-environment will be provided in order to develop a market opportunity analysis, and followed by identification of target stakeholders for H.O.T.S Simulation Hotel's website. Website audit as well as recommendations for H.O.T.S Simulation Hotel is also included in the plan. Additionally, e-marketing mix strategies will design to achieve the strategic objectives we set in the plan. At last, a brief budget will be given for improvement to the website, and the re-designed website attached too.

Situation analysis

Micro- environment analysis: The marketplace

~ Value chain

In today's hotel industry, the internet produces many opportunities for businesses in making potential profits through out the world. The benefits obtained from internet for both customers and hotels greatly over the costs they needed. Especially overseas people are unfamiliar the travel information regarding to accommodations, transports, attractions in other regions/ countries. Internet provides them a good option in achieving such needs. Hoteliers also can reach the potential target markets in an efficient way. Consequently, being able to access relevant information in the internet is important benefits from customer's perspective and provides a standard value to them, such as distance barriers can ...