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Sales & Marketing Plan 2011

SALES & MARKETING PLAN April 12th Dec. 31, 2011 HOTEL SERI MALAYSIA KANGAR

Hotel Seri Malaysia Kangar

Sales & Marketing Plan 2011

Section One - Business Climate


The Economy As is recognized universally, emerging economies have represented the driving force of the post-crisis global expansion: strong domestic demand -- buoyed by an accommodative policy stance and renewed inflows of foreign capital -- has powered a very robust recovery, even providing some boost to advanced economies. Instead of facing the challenge of recovering pre-crisis output levels as is still the case in almost all advanced economies emerging economies are closer to facing risks of overheating and resulting hard landings. Global Economy High commodity prices and rising food prices have added complexity to the outlook, as both inflation and inflation expectations are beginning to accelerate. In fact, headline inflation already is above target in many emerging economies. While some central banks appear willing to accept a temporary rise in inflation (via a widening in inflation target bands), in other countries policy shifts are needed now in order to help keep the expansion within a sustainable pace. According to the latest International Monetary Fund (IMF) forecast, which will be released tomorrow, indicates that 2011 global growth is expected to be slightly slower than the 43/4% rate registered last year. Regional Economy Most of the 13 Asia-Pacific economies covered in a Reuters survey are expected to see growth cool in 2011 from 2010 as economic recoveries in the United States and Europe remain uneven and China steps up its efforts to fight inflation and asset bubbles. Higher prices for food to fuel mean governments and central banks in the region will have to tighten monetary policy further or take other measures even if it risks curbing growth, economists said. The prospect of further tightening is already spooking some foreign investors who flocked to the region last year, drawn by its robust growth and higher returns. Indonesian stocks have recoiled after a sizzling 46% gain in 2010, with selling attributed to profit taking and concerns that its central bank may be behind the curve in fighting price pressures. The regional economy had been affected by the general upward pressure on prices due to the: Unfavorable weather conditions. The rise in oil prices, energy prices. Rising food prices Malaysian Economy Malaysian Institute of Economic Research reported that economic recovery, which started in mid-2009, will continue in 2011. Developing Asia with better economic fundamentals and stronger domestic demand is set to lead global growth.

Hotel Seri Malaysia Kangar

Sales & Marketing Plan 2011

Developed economies will suffer from ongoing sovereign debt issue and deleveraging prospect. High growth economies of developing Asia will face rising inflationary pressures, leading to further policy tightening measures. Inflation will be contained in the developed nations, delaying interest rate hikes to possibly end-2011. Developing Asia currencies will appreciate against the USD, while other major currencies likely consolidate vis-a-vis the USD. In Malaysia, economic growth is projected to moderate to 5.2% yoy in 2011, before rising to 5.5% in 2012. Structural impediments in net exports will drag down overall GDP growth in 2011, while domestic demand likely strong due to supportive government policy measures. Moreover, this is also supported by the in-house CSI which surged to 117.2 in 4Q10. Other upward trending indices include CEO, RPI, and TMI. In contrast, AII, BCI, and RTI declined in 4Q10, possibly due to somewhat cautious outlook ahead. With GDP growth within the potential level of 5.0-6.0%, coupled with manageable CPI forecast of 2.8% yoy in 2011; the BNM is expected to lift the OPR marginally higher to 3.00% by end-2011. As the economy gathers momentum in 2012, CPI may breach BNM's implicit target of 3.0% prompting further hikes in OPR to 3.25%. The RM/USD is projected to hit 3.05 in 2011 on larger capital inflows. Improving macroeconomic fundamentals will see an average RM/USD of 2.95 in 2012.

Hotel Seri Malaysia Kangar

Sales & Marketing Plan 2011

Section Two - The Statements & Objectives


Mission Statement Objective HOTEL SERI MALAYSIA KANGAR SHALL BE EFFECTIVEL AND EFFICIENTLY MANAGED Y TO ACHIEVE AND PROVIDE HIGHEST LEVEL OF SERVICE POSSIBLE, AT PAR WITH INTERNATIONAL HOTELS STANDARD, TO CAPTURE THE LIMITED MARKET SHARE. ITS AFFORDABLE ROOM RATE SHALL POSE AS AN APPORTUNITY AGAINST THE MORE ESTABLISHED AND HIGHER RATING HOTELS WITHIN THE SAME LOCALITY . Definition of Statement Words and Phrases 1. EFFICIENTLY MANAGED

Efficiency in standards would lead the Seri Malaysia Hotels operations to effectively attain high product and service standards highlighting the cultural traditions of Malaysia with emphasis on the concept of 5Cs i.e. Cleanliness, Convenience, Comfort, Courtesy and Conformity. This along with other core values such as performance driven, trustworthiness and innovation will form the key drivers towards satisfying our guests! The local Malaysian courtesy will be the hallmark of our services to the domestic market in particular, and to foreign guests, in general. We will endeavor to create a reputation in serving sumptuous food with quality, and good variety of Malaysian dishes. Our asset will be our people. A career with the Seri Malaysia Hotels will reward individual effort and initiative, and will provide development through professional training. With the above in place and progressing into the future, we aspire to become a Malaysian Icon! The word home grown hotel chain represents Seri Malaysia Hotels origin and purpose in achieving the Malaysian Governments economic as well as socioeconomic objective. 2. INTERNATIONAL HOTEL STANDARDS

Seri Malaysia Hotels, although targeting mainly at the domestic market and at affordable rates, will ensure that the standards of hotel accommodation and facilities conform to the international hotel standards (e.g. the Days Inn and Red Roof in the United States of America) especially in terms of cleanliness and maintenance. Positioning Statement Objective HOTEL SERI MALAYSIA KANGAR POSITION ITSELF WITHIN THE MALAYSIA DOMESTIC MARKET AS A 2-STAR WELL MANAGED HOME GROWN HOTEL CHAIN OF INTERNATIONAL STANDARDS.

Hotel Seri Malaysia Kangar

Sales & Marketing Plan 2011

Definition of Statement Words and Phrases 1. 2 STAR Represents a level accorded by the Ministry of Tourism, Malaysia. 2. WELL MANAGED Represents a proven management system that has been measured against set Key Performance Indicators (KPIs). 3. HOME GROWN Denotes a hotel chain that the Malaysian Government has develops locally using local expertise. INTERNATIONAL STANDARDS HOTEL Represents the standards of hotel facilities and services that Seri Malaysia Hotel Chain provides that is on par with other international hotels (such as Days Inn and Red Roof in the United States of America) within the 2-star categories.
4.

5. MALAYSIA DOMESTIC MARKET Represents the local domestic market in which the Seri Malaysia Hotel Chain would sources and generates their business mix and revenue.

Hotel Seri Malaysia Kangar

Sales & Marketing Plan 2011

Section Three Business Objectives


Business Objectives Statement HOTEL SERI MALAYSIA KANGAR WILL ACHIEVE THE FINANCIAL OBJECTIVES AND MARKET SEGMENT OBJECTIVES FOR THE FINANCIAL YEAR 2011 (APRIL DECEMBER): Financial Objectives 1. Room Nights Budgeted
2. 3. 4.

26,761 61% RM 84.50 RM 3,875,798.00

Average Occupancy Rate (%) Average Room Rate (RM) Gross Operating Revenue (RM000)

Market Segment Objectives 1. FIT


2.

79% 21%

(RHSM group 2010 - 64.6%) (RHSM group 2010 - 35.5%)

GIT TOTAL

100% ====

Hotel Seri Malaysia Kangar

Sales & Marketing Plan 2011

Section Four The 5 Marketing Ps


Business Marketing Ps Objective Statement HOTEL SERI MALAYSIA KANGAR WILL UTILISE THE FOUR MARKETING Ps NAMELY, PRODUCT, PRICING, PROMOTION, PLACE AND PEOPLE, TO PROMOTE THE HOTEL. Product Strategy Objective Statement To maintain the overall physical product of the hotel in good condition through stringent and effective Management Operations Reviews (MOR) with close follow up of the Preventive Maintenance Plan Program (PMP) while enhancing the overall service standards of Seri Malaysia Hotels with the thorough follow through of an annual calendar training program. Product Tactical Implementation To continue with the implementation of an effective Preventive Maintenance Program (PMP) for the hotel buildings and equipments. To continue and complete the Annual Training Calendar programs for all departments. Pricing Strategy Objective Statement To strictly adhere to pricing policy as per attached price matrix. Pricing Tactical Implementation To further enhance the yield growth through increasing the Published Rates to promote the Minimum Selling Price (MSP) during Off Peak period P3 and restrict rates during the Peak periods of P1 and P2 depending on market demand in order to increase market share. To exercise effective energy saving without having to compromise the quality and the standard of service for the guests. Promotion Strategy Objective Statement To continue with the implementation of an effective promotional medium mix to promote the hotel further. To ensure Hotel Seri Malaysia Kangar advertising and promotions is consistent, aggressive, creative and ongoing in to further enhance Hotel Seri Malaysia well established branding. Promotion Tactical Implementation To create growth in FIT business through a year long special promotional campaign for 2011. The advertising and sales promotion will be focused on the seasonality period of P1, P2 and P3, through Print Media. To participate in the relevant trade / consumer fairs like MATTA and NATAS. To market Marketing. through selective internet reservations portals for Electronic

Place Strategy Objective Statement

Hotel Seri Malaysia Kangar

Sales & Marketing Plan 2011

To continue to solicit and to secure business through business various intermediaries or channels. Place Tactical Implementation a) Government and Semi-Government Organizations
b)

Corporate and Commercial Companies / Clubs / Associations / NonGovernment Organizations (NGOs) Internet Travel Portal Direct Marketing

c)

d)

People Strategy Objective Statement Hotel Seri Malaysia Kangar will implement its people development strategy by providing a consistent training program targeting specific areas of hotel operations. People Tactical Objective Statement To implement an Annual Training Plan addressing the following areas Customer Service, Sales & Marketing, Maintenance, Accounts, Human Resources and TrainThe-Trainer provided at national level and the individual hotels to implement their own Annual Training Plan at their local level.

Hotel Seri Malaysia Kangar

Sales & Marketing Plan 2011

Section Five The Marketing Strategy


Marketing Strategy Objective Statement HOTEL SERI MALAYSIA KANGAR WILL ACHIEVE THE BUSINESS MIX OBJECTIVES AND MARKET MIX OBJECTIVES FOR THE FINANCIAL YEAR 2011 (MARCH DECEMBER ). Business Mix Objectives ROOM NIGHT 1. 2. BUSINESS FIT GIT LEISURE FIT : 4,015 16,869 : 5,877 TOTAL 3. 4. 5. 6. CORPORATE : FIT GIT GOVERNMENT: FIT GIT TRAVEL AGENTS: FIT GIT OTHERS : FIT TOTAL Market Mix Objectives ROOM NIGHT 1. DOMESTIC : 5,620 2,141 1,285 294 1,472 3,211 1,338 268 535 2,408 268 4,817 80 80 1.0 18.0 0.3 0.3 5.5 12.0 5.0 1.0 2.0 9.0 21.0 8.0 4.8 1.1 Wilayah Selangor Johor Pahang Perak Kedah Malacca Kelantan Negeri Sembilan Penang Terengganu Perlis Sarawak Sabah % 26,761 22.0 100.0 15.0 63.0 %

2,143 535 5,887 16,324 134 268 1,470 26,761

8.0 2.0 22.0 61.0 0.5 1.0 5.5 100.0

Hotel Seri Malaysia Kangar

Sales & Marketing Plan 2011

TOTAL 2. INTERNATIONAL: Singapore Asia Australia Europe U.S.A. Others TOTAL

23,817

89.0

2,087 321 27 27 27 455 2,944

7.8 1.2 0.1 0.1 0.1 1.7 11.0

GRAND TOTAL

26,761

100.0%

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Hotel Seri Malaysia Kangar

Sales & Marketing Plan 2011

Section Six The Sales Strategy Tools


1. i. ii. iii. Daily Sales System Chart Room Monthly Sales Action Plan Annual Sales Blitz Plan

2. 3.

Price Matrix 2010-2011 i. ii. P1, P2, P3 Chart Definition of P1, P2, P3

4. 5. 6. 7.

Food & Beverage Monthly Sales Action Plan Competitor Analysis SWOT Analysis Sales i. ii. iii. iv. Core Accounts Government Corporate Travel Agents Others

8. 9.

Local Advertising and Promotion Plan Operating Budget Departmental Profit & Loss Report

Appendix 1(i) HOTEL SERI MALAYSIA KANGAR

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Hotel Seri Malaysia Kangar

Sales & Marketing Plan 2011

DAILY SALES SYSTEM CHART

a. b.

Briefing chaired by General Manager. Sales Manager to give necessary instructions to Sales staff. Daily sales visitations / calls by Sales Executive following schedule of Weekly Planner. Weekly Planner planned one week in advance. Sales Visitations / calls to focus on follow-up calls to companies with tentative bookings or inactive companies, active companies and new accounts. Average sales calls per day : 6 - 8. Sales Executive to update Daily Sales Report and Cardex cards. Sales Executive to do necessary administrative work on all follow up matters arising from sales calls. Daily afternoon sales briefing with General Manager, F&B Manager, F.O Manager / Executive to recap on sales calls done during the day. Update on sales cardex cards submitted and review of previous day sales visitations / calls done by Sales staff.

c.

d. e.

Appendix 1(ii)

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HOTEL SERI MALAYSIA KANGAR MONTHLY SALES ACTION PLANS FOR MONTH OF _________, 2011
COMMENCEM ENT DATE TRAVEL Sales Blitz To Penang / Kedah Date ACTI ON BY En x ACTIVITY & OBJECTIVE Sales visits to: 1) Bayan Lepas 2) Prai 3) Kulim HiTech MARKET SEGMEN TS Corp. BUDGE T (RM) RM0.00 REMARKS Telemarketin g targeting the Industrial estates and the State Government. .

TRADE SHOW

MATTA FAIR Date

En x

Leisure / Travel Agents / Corp.

RM0.00

DIRECT MAIL Perlis, Alor Setar, Sg Petani, Penang, Klang Valley OTHER PROMOTION S Perlis, Alor Setar, Sg Petani, Penang, Klang Valley (Date)

En x

Promotion of new seminar packages. Mailing List

Corp. / Tvl Agents

Mailing list from existing clients database.

En x

Promotion of new seminar packages. Telemarketin g exercises

Corp. / Govt

RM0.00

Telemarketin g targeting the Industrial estates and the State Government.

The following Room Packages have been fixed and ready for implementation; 1.1 Pre opening promotional rate has been set as follows; i. Promotional rate at RM100.00 per night; ii. Promotion valid for Standard Rooms only; iii. Promotion inclusive of breakfast for 2 persons; iv. Promotions is valid through 30th June, 2011.

1.2

Promotion Book 2 rooms and get 50% discount during the Fasting month; i. Valid for all room types booked at Published Rates ii. Second room at 50% discount from Published Rate. ii. All rates are inclusive of Breakfast or Sahur at Seri Inai Cafe for 2 persons

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Sales & Marketing Plan 2011

Appendix 1(iii) HOTEL SERI MALAYSIA KANGAR ANNUAL SALES BLITZ PLAN 2011
DATE Apr 12 & 13 NAME OF COMPANIES Sg Petani & Butterworth (Govt / Corp) CONTACT PERSON & ADDRESS As Per Sales REMARKS 2 sales personal involved in the sales blitz activities. 2 sales personal involved in the sales blitz activities. 2 sales personal involved in the sales blitz activities. 2 sales personal involved in the sales blitz activities. Conduct sale blitz for flyers distribution.

Apr 19 & 20

Butterworth, Penang & Kulim (Govt / Corp / Tvl Agents / Commercial) Bangi / Kajang / Putrajaya / Serdang (Govt / Corp / Commercial) Perlis / Kedah / Penang / Perak (Govt / Corp / Tvl Agents / Commercial) Perlis / Kedah / Penang / Perak (Govt / Corp / Tvl Agents / Commercial) -Ramadhan Promotion Perlis / Kedah / Penang / Perak (Govt / Corp / Tvl Agents / Commercial) Perlis / Kedah / Penang / Perak (Govt / Corp / Tvl Agents / Commercial) Bangi / Kajang / Putrajaya / Serdang (Govt / Corp / Commercial) Perlis / Kedah / Penang / Perak (Govt / Corp / Tvl Agents / Commercial) Perlis / Kedah / Penang / Perak (Govt / Corp / Tvl Agents / Commercial)

As Per Sales

May 10 - 12

As Per Sales

Jun

As Per Sales

Jul

As Per Sales

Aug

As Per Sales

2 sales personal involved in the sales blitz activities. 2 sales personal involved in the sales blitz activities. 2 sales personal involved in the sales blitz activities. 2 sales personal involved in the sales blitz activities. 2 sales personal involved in the sales blitz activities.

Sept

As Per Sales

Oct

As Per Sales

Nov

As Per Sales

Dec

As Per Sales

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Hotel Seri Malaysia Kangar

Sales & Marketing Plan 2011

Appendix 2 SERI MALAYSIA KANGAR F.I.T. PRICE MATRIX 2010-2011


TYPE OF RATE [1] PUBLISHED RATE Standard Family Suite MINIMUM SELLING PRICE Standard Family E-BIZ RATE [INTERNET] Rates for Seri Malaysia Hotels official website. Standard Family CORPORATE RATE CATEGORY A SMSBN, SMGEN, SMPDI, SMKLM Standard Family Suite CATEGORY B SMPEN, SMJHB, SMTGG, SMIPH, SMROM, SMSPE, SMBGL, SMAOR, SMKUA, SMTML, SMMEP, SMMAR, SMTPG, SMMKZ Standard Family TRAVEL AGENT RATE Period: Mar. 14 2011 Dec. 31, 2011 Standard Family GOVERNMENT RATE Standard Family Suite SENIOR CITIZEN RATE Standard Family SMHs EMPLOYEE/RHSM/GWI STAFF RATE Standard Family RM120.00 RM140.00 RM285.00 RM110.00 RM130.00 ALL OTHER HOTELS RM140.00 RM160.00 RM330.00 RM90.00 RM110.00 RM140.00 RM160.00 SMGEN & SMMKZ RM170.00 RM200.00 RM0.00 (RM325.00) RM95.00 RM115.00 RM170.00 RM200.00

[2] [3]

[4]

RM100.00 RM130.00

RM110.00 RM130.00

[5]

RM110.00 RM130.00 RM110.00 RM130.00 RM275.00 RM90.00 RM110.00 RM80.00 [Run of the house on room only]

RM110.00 RM130.00 RM110.00 RM130.00 RM90.00 RM110.00 RM80.00 [Run of the house on room only]

[6]

[7] [8]

Prices are nett (10% Service Charge and 6% Government tax inclusive) and include breakfast for 2 people in Standard Room and for 3 people in Family Room.

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NOTES 1. Price Matrix Objective - To increase the Average Room Rate (ARR) for the year 2011 inorder to enhance Seri Malaysia Hotels healthy financial bottomline. 2. Surcharges There is a RM30.00 surcharge for SMPDI and SMMKZ; and RM50.00 surcharge for SMGEN on Weekends, Eve of & on Public Holidays, School Holidays. All other hotels can utilise the published rates during these periods. 3. Minimum Selling Price - MSP is the minimum selling price that a hotel needs to hard sell inorder to secure a base occupancy of up to 20% of the room inventory. 4. E-Biz Rate - These rates are rates that are chargeable for reservations coming from Seri Malaysia Hotels official website. 5. Corporate Rate These rates are rates which are applicable to corporate companies, privatised government agencies such as TNB, Telekom, etc as well as corporate companies, associations, clubs that offered membership cards to their members for special privileges like hotel discounts. AAM and MAS Grad cards are such examples. 6. Government Rate All hotels must honour the Government Rates throughout the year irrespective of school holidays or public holidays. To enjoy this rate, the guest must produce their official government card. 7. Senior Citizen Rate Applicable to only Malaysian citizen upon reaching age 55 and for those above 55 years old. Presentation of a valid Malaysian Identity Card is required. 8. Travel Agent Rate - There will no longer be any Wholesale Travel Agent rate. All travel agent irrespective of wholesaler or not, a single rate structures will be adopted. 9. Suite Room Rate - Suite Room will comprise of two rooms - one sitting room and one bedroom. Rates will not be published in Seri Malaysia Hotels official tariff sheet or website. Those rates are for internal usage only. 10.VIP Room Rate VIP Room is an upgraded Standard or Family guestroom - one room only. The chargeable rate is RM150.00 nett as guideline only. 11.Quadruple Room Rate - In the event that the hotel need to sell a quad room, the rate to charge is RM150.00 nett plus 01 additional breakfast charges; i.e., RM160.00 nett. 12.Group Rate - GIT rates will remain unchanged. However, these rates remain as guideline only. The hotel may sell at a higher rate depending on the budget of the client.

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Sales & Marketing Plan 2011

13.Family Room Rate -

Breakfasts are for 3 people.

Appendix 3(i) SERI MALAYSIA KANGAR P1,P2 & P3 CHART


M T D JAN P $ D FEB P $ D MAR P $ D APR P $ D MAY P $ D JUN P $ D JUL P $ D 1 AUG P $ D SEP P $ D OCT P $ D NOV P $ DEC D P 1 P 1 2 P 1 3 P 1 4 P 1 5 P 1 6 P 1 7 P 1 8 P 1 9 P 1 1 0 P 1 1 1 P 1 1 2 P 1 1 3 P 1 1 4 P 1 1 5 P 1 1 6 P 1 1 7 P 1 1 8 P 1 1 9 P 1 2 0 P 1 2 1 P 1 2 2 P 1 2 3 P 1 2 5 P 1 2 6 P 1 2 7 P 1 2 8 P 1 2 9 P 1 3 0 P 1 3 1 P 1 1 P 3 2 P 3 3 P 3 4 P 3 5 P 1 6 P 1 7 P 1 8 P 3 9 P 3 1 0 P 3 1 1 P 3 1 2 P 2 1 3 P 2 1 4 P 3 1 5 P 3 1 6 P 3 1 7 P 3 1 8 P 3 1 9 P 1 2 0 P 1 2 1 P 1 2 2 P 1 2 3 P 1 2 4 P 1 2 5 P 1 2 7 P 1 2 8 P 1 2 9 P 1 3 0 P 1 1 P 2 2 P 2 3 P 3 4 P 3 5 P 3 6 P 3 7 P 3 8 P 2 9 P 2 1 0 P 3 1 1 P 3 1 2 P 3 1 3 P 3 1 4 P 3 1 5 P 2 1 6 P 2 1 7 P 3 1 8 P 3 1 9 P 3 2 0 P 3 2 1 P 3 2 3 P 2 2 4 P 3 2 5 P 1 2 6 P 1 2 7 P 3 2 8 P 3 2 9 P 2 3 0 P 2 3 1 P 3 1 P 1 2 P 1 3 P 1 4 P 1 5 P 3 6 P 3 7 P 3 8 P 3 9 P 3 1 0 P 2 1 1 P 2 1 2 P 3 1 3 P 3 1 4 P 3 1 5 P 1 1 6 P 1 1 7 P 2 1 8 P 2 1 9 P 3 2 0 P 3 2 1 P 3 2 2 P 3 2 3 P 3 2 5 P 2 2 6 P 3 2 7 P 3 2 8 P 3 2 9 P 3 3 0 P 3 P 3 2 P 3 3 P 3 4 P 3 5 P 3 6 P 2 7 P 2 8 P 3 9 P 3 1 0 P 3 1 1 P 3 1 2 P 3 1 3 P 2 1 4 P 2 1 5 P 3 1 6 P 2 1 7 P 1 1 8 P 3 1 9 P 3 2 0 P 2 2 1 P 2 2 2 P 3 2 3 P 3 2 4 P 3 2 5 P 3 2 6 P 1 2 8 P 1 2 9 P 1 3 0 P 1 3 1 P 1 1 P 3 2 P 2 3 P 2 4 P 3 5 P 3 6 P 3 7 P 3 8 P 3 9 P 2 1 0 P 2 1 1 P 3 1 2 P 3 1 3 P 3 1 4 P 3 1 5 P 3 1 6 P 2 1 7 P 2 1 8 P 3 1 9 P 3 2 0 P 3 2 1 P 3 2 2 P 3 2 4 P 2 2 5 P 3 2 6 P 3 2 7 P 3 2 8 P 3 2 9 P 3 3 0 P 2 3 1 P 2 1 P 1 2 P 1 3 P 1 4 P 1 5 P 1 6 P 1 7 P 1 8 P 1 9 P 1 1 0 P 1 1 1 P 1 1 2 P 1 1 3 P 3 1 4 P 3 1 5 P 3 1 6 P 3 1 7 P 3 1 8 P 2 1 9 P 2 2 0 P 3 2 1 P 3 2 2 P 3 2 3 P 3 2 4 P 3 2 6 P 2 2 7 P 3 2 8 P 3 2 9 P 2 3 0 P 3 1 P 1 2 P 3 3 P 2 4 P 3 5 P 3 6 P 2 7 P 1 8 P 2 9 P 3 1 0 P 3 1 1 P 3 1 2 P 3 1 3 P 3 1 4 P 2 1 5 P 2 1 6 P 2 1 7 P 1 1 8 P 3 1 9 P 1 2 0 P 1 2 2 P 2 2 3 P 3 2 4 P 3 2 5 P 1 2 6 P 2 2 7 P 3 2 8 P 1 2 9 P 1 3 0 P 1 3 1 P 1 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 P 3 1 3 P 3 1 4 P 3 1 5 P 3 1 6 P 2 1 7 P 2 1 8 P 3 1 9 P 3 2 0 P 3 2 1 P 3 2 2 P 3 2 4 P 2 2 5 P 3 2 6 P 3 2 7 P 3 2 8 P 3 2 9 P 2 3 0 P 2 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5 1 6 1 7 1 8 1 9 2 0 2 1 2 2 2 3 2 4 2 5 2 7 2 8 2 9 3 0 3 1 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5 1 6 1 7 1 8 1 9 2 0 2 1 2 2 2 3 2 4 2 5 2 7 2 8 W T F S S M T 1 2 3 4 W T 5 6 F 7 S S M T 8 9 1 0 1 1 W T 1 2 1 3 F 1 4 S S M T 1 5 1 6 1 7 1 8 W T 1 9 2 0 F 2 1 S 2 3 M T 2 4 2 5 W T 2 6 2 7 F 2 8 S S M T 2 9 3 0 3 1

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Appendix 3(ii) THE DEFINITION OF P1, P2, P3. All days within the year 2011 fall either under P1, P2 or P3. Depending on the expected market demand and relative previous history of the hotel's operational trends, it is possible to define the periods. 1. Definition of P1 - P1 is called PEAK PERIOD. 1.1 P1 is the period where the hotel is expected to achieve high occupancy; i.e. the demand is expected to exceed the supply of rooms inventory in the hotel. 1.2 The period is when the days fall on eves of public holidays, public holidays that fall on Fridays, Saturdays and Sundays; and also during weekends of Malaysia and Singapore school holidays. 1.3 The total number of days for P1 is 70 days. (Note: excluding school holidays) 1.4 It is during these periods that the hotel will be charging the full rates. Definition of P2 - P2 is called SHOULDER PERIOD. 2.1 P2 is the period where the hotel is expected to achieve a medium to high occupancy; i.e. the demand is average but may exceed the supply of room inventory in the hotel. The hotel may achieve "Full House" status. 2.2 The period is when the days fall on eves of public holidays, public holidays that fall on Mondays, Tuesdays, Wednesdays and Thursdays and all normal weekends. 2.3 The total number of days for P2 is 97 days. (Note: excluding school holidays) 2.4 It is during these periods that the hotel will charging discounted and/or rack rates. Definition of P3 - P3 is called LOW PERIOD. 3.1 P3 is the period where the hotel is expected to achieve a low occupancy; i.e. the demand is very sluggish and there will be a lot of empty rooms in the hotel. 3.2 The period is when the days fall on all other days and weekdays. 3.3 The total number of days for P3 is 198 days. (Note: excluding school holidays) 3.4 It is during these periods that the hotel will be charging MSP rates to discounted rates. Malaysia and Singapore School Holidays :
Mid Term Saturday 12 March 2011 Malaysia School to Holidays 2011 Sunday 20 March 2011 Mid Year Saturday 28 May 2011 to Sunday 12 June 2011 Mid Term Saturday 27 August 2011 to Sunday 04 September 2011 Year End Saturday 19 November 2011 to Sunday 01 January 2012

2.

3.

4.

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Saturday 12th March 2011 Singapore to School Holidays Sunday 20th 2011 March 2011

Saturday 28th May 2011 to Sunday 26th June 2011

Saturday 3rd September 2011 to Sunday 11th September 2011

Saturday 19th November 2011 to Saturday 31st December 2011

Appendix 4 HOTEL SERI MALAYSIA KANGAR FOOD & BEVERAGE MONTHLY SALES PROMOTION PLAN RESTAURANT AND BANQUET
MONTHS JANUARY FEBRUARY MARCH APRIL Not Applicable Not Applicable Not Applicable 1. 2. Seri Malaysia Standard Menu Preparation and selection of Specialty menu Selection of Menu Determine price Prepare flyers and distribution Seri Malaysia Standard Menu Seri Malaysia Kangar Specialty Review of sales and target Review of marketing plan PROMOTION DETAILS

MAY

1. 2.

JUNE

1. 2.

JULY

Seri Malaysia Standard Menu Seri Malaysia Kangar Specialty Review of sales and target Review of marketing plan 3. Preparation and selection of Ramadhan Buffet menu Selection of Menu Determine sales price, promotional cost and marketing strategies Prepare flyers and distribution 1. Seri Malaysia Standard Menu 2. Seri Malaysia Kangar Specialty 3. Distribution of Buffet Ramadhan Buffet flyers and marketing activities 1. 1. 2. 3. 1. 2. 3. Ramadhan Buffet Citra Rasa Satu Malaysia Bazaar Ramadhan Seri Malaysia Standard Menu Aidilfitri Gathering Promotion 11-11-2011 Wedding promotion Collaboration with Dewan Wawasan Perlis Seri Malaysia Standard Menu Steamboat Grill Promotion 11-11-2011 Wedding promotion Collaboration with Dewan Wawasan Perlis Setting up Banquet Kit and selection of Menu Determine sales price, promotional cost and marketing

AUGUST SEPTEMBER

OCTOBER

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Hotel Seri Malaysia Kangar

Sales & Marketing Plan 2011 strategies Prepare flyers and distribution

NOVEMBER DECEMBER

1. 2. 3. 1. 2. 3.

Seri Malaysia Standard Menu Weekend BBQ @ Poolside Steamboat Grill Promotion Seri Malaysia Standard Menu Weekend BBQ & Poolside Steamboat Grill Promotion

Appendix 5 HOTEL SERI MALAYSIA KANGAR COMPETITOR ANALYSIS


HSM KANGAR Star Rating Location 2 Star 1. Outskirt of Kangar town 2. No town bus plying 150 rooms - 89 Std - 59 Family - 2 Suites PUTRA PALACE 4 Star 1. Town Center of Kangar town HSM ALOR SETAR 2 Star 2 Star 1. Outskirt of 1. Town Center Kangar town. of Alor Setar 2. Next To Jetty to Langkawi 108 rooms 100 rooms - 99 Std x - 60 Std RM145 - 40 Family - 4 Dlx x RM165 - 5 Sut x RM245 - Coffee House - Coffee House - Terrace Corner with live band BRASMANA

Accommodation List room types

Dining Facilities ? List restaurants, etc

Services, Facilities ?

145 rooms - 70 Std x RM188 - 8 Sup x RM208 - 14 Dlx x RM293 1. Rest - 182 1.Coffee House pax 2.Santai Caf 2. Bqt - 350 pax ( with wide screen Sport channel) -Lounge -Minibar -Minibar -Coffee & Tea -Coffee/Tea making facilities facilities -Internet -safe deposit -Laundry box Services -Transfers - WIFI

-Minibar - WIFI

-Convenience Store -Fax Services -Laundry Service 24 Hours Reception& Message Services 24 hours reception service for our guests. Security 24 hours security Our hotel provides 24

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Hotel Seri Malaysia Kangar

Sales & Marketing Plan 2011 hours security to keep our guests safe.

Recreation? Attractions?

1. Swimming pool 2. Surrounded with greeneries

1.Swimming -OCEAN GLOW Near to Pekan Pool -Live band show Rabu 2.Karaoke Room Near to Airport 1 Ballroom 1.Ballroom 2.seminar room 2. 5 meeting room 1. Fair 1. Fair

5 Meeting Room -Ballroom 1000 Meeting Facilities? 1 Ball Room pax - 3 seminar rooms 1. Newest hotel 1. Very runBuilding Physical in town down Condition? Marketing 1 JSE Approach including 1 Coordinator market mix, sales force, etc? What is your hotels position among the competitors listed here? We could cater and provide all the services required and more 2 Coordinator 1 Clerk

1 Sales Executive 3 Sales Coordinator N/A

N/A

1.Sales & Marketing Executive 1.Sales Assistant N/A

Appendix 6 HOTEL SERI MALAYSIA KANGAR S.W.O.T ANALYSIS

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Hotel Seri Malaysia Kangar

Sales & Marketing Plan 2011

STRENGTH 1. Established brand name 2. New building and amenities 3. Highest total of rooms 4. Has the highest capacity banquet hall in Perlis 5. Support from RHSM in Marketing tools

WEAKNESS 1.Localities is away from town and jetty 2. Most of the staff are new thus may not be sufficiently trained, during the first few months of business. 3. Insufficient directional signage to hotels location.

OPPORTUNITY 1. Hotel Putra Palace, the most established hotel in town, is a run-down property. 2. Dewan Wawasan Perlis, adjacent to HSM Kangar, has a dining capacity of 1000 pax. Collaboration could utilize and market her as our additional facilities. 3. Abundant recreational activities available and more could be created, to be marketed along in room package. 4. Fresh new staff could be groomed and trained to achieve the service standard required

THREAT

1. Carries bad reputations from


other hotel in the chain. 2. Unable to maintain the service and food quality due to under train staffs.

3. Property not maintain properly


thus making the property look run - down.

Appendix 7 HOTEL SERI MALAYSIA KANGAR BREAKDOWN OF SALES CORE ACCOUNT

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Hotel Seri Malaysia Kangar

Sales & Marketing Plan 2011 ORGANIZATION NAME 1 Government Segment FIT GIT 2 Corporate Segment FIT GIT 3 Travel Agent Segment FIT GIT 4 Other Segment FIT GIT TOTAL RHSM GROUP 2010 18.9 28.6 HSM MELAKA 30.7 5.6 HSM A. SETAR HSM KANGAR (FORECASTED) 24.0 16.7 26.0 13.0

8.6 4.2

26.8 2.3

16.3 6.9

20.0 7.0

0.6 0.3

0.0 0.0

0.1 0.0

2.0 0.0

36.5 2.4 100%

33.9 0.8 100%

36.0 0.0 100%

31.0 1.0 100%

Appendix 8 HOTEL SERI MALAYSIA KANGAR

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Hotel Seri Malaysia Kangar

Sales & Marketing Plan 2011

LOCAL ADVERTISING & PROMOTIONAL ACTION PLAN FOR MONTH OF JULY 2011 Part 2
MEANS OF A&P COMENCMN T DATE ACTI ON BY S&M ACTIVITY & OBJECTIVE Promotion Ramadan Buffet promotion that going to be held on August Telemarketing to all Govt & Corporate Office surrounding Perlis & Kedah Send thank you letter to all Organiser that have done function at HSM Kangar previously Preparation and promoting Rooms for Ramadan. Expected low season. MARKET SEGMENTS - Govt Corporate - Public BUDG ET (RM) 2500. 00 REMARKS -Flyers -Banner -Radio Advertisem ent Awareness that HSM Kangar already in business.

Ramadan Buffet Promotion

15/7/2011

1/7/2011 Awareness

S&M

- Govt Corporate - Public

500.0 0

15/7/2011 Appreciation Letter

S&M

- Govt Corporate

200.0 0

To get feedback from previous function

Ramadan Room Promotion

S&M FOE 15/7/2011

- Govt Corporate - Public

500.0 0

-Flyers -Banner

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Hotel Seri Malaysia Kangar