一份书面的市场营销计划

(10) ARI 90.97 132.05 101.71 79.73 103.40 97.56 100.00 (10) ARI 91.01 103.88 98.95 104.04 102.50 96.22 100.00
(11) RGI 78.70 124.31 122.72 85.54 88.31 110.79 100.00 (11) RGI 56.33 146.42 108.93 75.16 119.32 128.46 100.00
• • • • Who are your real competitors 谁是真正的竞争对手 REVPAR – Revenue per available room 间可卖房收入 RGI – Revenue Generated Index 收入综合指数 Ranking – No.1 is your goal 排名 - 目标是要成为第一 每
(12) REVPAR ACT RANK MKT SHR REV 6 1 2 5 4 3 18.80% 25.78% 16.69% 18.29% 8.44% 11.99% 100.00%
$881,377 $1,208,782 $782,627 $857,688 $395,618 $562,012 $4,688,104 (5)
(8) ACT MKT SHR RM 20.67% 19.53% 16.41% 22.95% 8.16% 12.29% 100.00% (8) ACT MKT SHR RM 14.81% 29.22% 14.97% 15.44% 11.12% 14.44% 100.00%
(9) OI 86.50 94.13 120.66 107.28 85.41 113.56 100.00 (9) OI 61.89 140.96 110.08 72.25 116.41 133.51 100.00
(1) NBR RMS 850 738 484 761 340 385 (1) NBR RMS 852 738 484 761 340 385 TOTAL -
(2) AVAIL ROOMS 26,350 22,878 15,004 23,591 10,540 11,935 110,298 (2) AVAIL ROOMS 26,412 22,878 15,004 23,591 10,540 11,935 110,360
竞争对手的分析
市场细分 按地域的市场分类 持续不断的项目
5. Marketing Communications Activities 市场公关活动
6. Pricing Strategy
7. Accounts Productivity
价格策略
客户产量
Competitive Set Analysis 竞争对手分析
Corporate Volume with LRA Corporate Volume without LRA W holesale FIT Commercial Retail Consortia Leisure Retail Global Promotions Qualified Discount Free Night Award Airline Crew Long-Stay Trade-Out Other
市场营销计划
- 营销部的预算
It lies at the heart of a company’s revenue-generating activities and from it flow all other corporate activities, such as timing of the cash flow, the size and character of the labor force, and so on.它是依赖于酒店为取得最大收益所 采取的行为方式以及由此而产生的辅助方式， 例如现
Executive Summary 行政小结
• • Current Situation Changes Planned 目前状况 可预见的变动
•
Anticipated for the Plan Year 下一年的展望
对
Executive Summary should be a brief summary of the detailed findings that are to follow
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G R O U P
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Q W O N K R Y 3 2 4 5 T 8 M I S C T R A N S I E N T
பைடு நூலகம்
$ $ $ $ $ $ $
33.45 52.84 52.16 36.36 37.53 47.09 42.50 (6)
Jan. 1999
Great Wall Sheraton China World Kempinski Kunlun Hilton Sw issotel
REVPAR $614,871 $1,384,440 $675,452 $732,834 $519,776 $633,645 $4,561,018 $ $ $ $ $ $ $ 23.28 60.51 45.02 31.06 49.31 53.09 41.33
金流周期、劳动力成本的范围和特征等等
Why Business Plan is Important 市场营销计划的重要性
1. Business Plan is a goal 计划是目标 2. No Business Plan means can not evaluate 没有计划意味着不可能进行有效评估 3. Business Plan is one of a way to motivate staff 计划是激励员工的有效措施之一
•
SWOT
•
• • •
S – Strength
W – Weakness
强项
弱项
O – Opportunity 机会 T - Threat 威胁
Positioning Statement 定位描述
• A single, simple message 单一、简单的信息 • Sets you apart from your competitors 从你的竞争对手当中脱颖而出 • What makes you different 你不同于别人的众多因素 让
Sample
COMPETITIVE ANALYSIS 2000 vs 1999 HOTEL : The Great Wall Sheraton Beijing
Local Currency Rate 8.4
Currency USD
Jan. 2000
Great Wall Sheraton China World Kempinski Kunlun Hilton Sw issotel TOTAL
« ¹ « ¹ Ã Â Ì É Ã Â Ý Ð « È Ð Ó
Business Plan
- Budget for Sales & Marketing
A written marketing plan is the back cloth against which operational decisions are taken on an on-going basis. Consequently too much detail should not be attempted. Its major function is to determine where the company is now, where it wants to go, and how to get there.一份书面的市场 营销计划是整个酒店持续营运决策中不可缺少的基础和 支柱。不要尝试做到面面俱到。它的主要功能是决定本 酒店目前的定位和今后发展的方向及如何达到这个目标。
(3) OCC ROOMS 12,379 11,696 9,832 13,745 4,889 7,361 59,902 (3) OCC ROOMS 7,887 15,559 7,969 8,223 5,920 7,688 53,246
(4) OCC % 46.98% 51.12% 65.53% 58.26% 46.39% 61.68% 54.31% (4) OCC % 29.86% 68.01% 53.11% 34.86% 56.17% 64.42% 48.25% $ $ $ $ $ $ $
Business Plan Include 市场营销计划的内容
• • Overview Analysis 概述 分析
Analysis
分析
1. Competitive Set Analysis
2. Market Segment 3. Geographic Feeder Markets 4. Frequency Programs
行政小结是对需要执行的具体细节的简短描述
Market Condition
市场环境
• • External Factors Internal Factors 外部因素 内部因素
•
Changes in the supply and demand for hotel accommodation 酒店住宿的供求变化 Competitive advantage and disadvantage 竞争的有利和不利条件
(12) REVPAR ACT RANK MKT SHR REV 6 1 4 5 3 2 13.48% 30.35% 14.81% 16.07% 11.40% 13.89% 100.00%
Market Segment 按客源分类的市场
•
Main market
主要市场
•
•
Most potential market
Supporting Program
市场计划
支撑体系
Business Plan Include
市场营销计划的内容
• Overview 概述
Overview 概述
1. Executive Summary 2. Market Condition 3. SWOT
行政小结 市场环境
4. Positioning Statement 定位描述
(5) AHR $ 71.20 $ 103.35 $ 79.60 $ 62.40 $ 80.92 $ 76.35 $ 78.26 (5) AHR 77.96 88.98 84.76 89.12 87.80 82.42 85.66
(5)
(6) REVPAR
(7) FAIR MKT SHR 23.89% 20.74% 13.60% 21.39% 9.56% 10.82% 100.00% (7) FAIR MKT SHR 23.93% 20.73% 13.60% 21.38% 9.55% 10.81% 100.00%
20 – 80 rule
潜在的市场
20-80法则
# C A B D F G I E
DESCRIPTION Group - Corporate Group - Gov ernment Group - Incentiv e Group - International Assn Group - National Association Group - Leisure Other/Social Group - Tour One-Time Group - Tour Series « ¹ É Ó ¾ Ë þ Õ á » ® ¸ Æ ¼ ­ Ð ­ Ð Ô Ð Ô Ð Ã Â é Ò Å Í å Ì Ä ³ å Ì å Ì å Ì Å Í Å Í å Ì å Ì á » é Ò Å Í å Ì
“ A team without goals is just another ineffective committee”
“一个没有目标的团体只是一群没有效率的团队”
Business Plan Include
市场营销计划的内容
• • Overview Analysis 概述 分析
•
•
Marketing Plan