Upload
maryann-johns
View
229
Download
0
Tags:
Embed Size (px)
Citation preview
Sonja BlauMarina Förch Fitriani HidayatSarah Rostek
Da Vittoria Entourage Hospitality Consulting Group
Da Vittoria Entourage Hospitality Consulting Group
Da Vittoria Entourage Hospitality Consulting Group
Mission Statement ‘Our mission is to build up long lasting
relationships with our valued guest by providing them exceptional services through
our committed employees. Our value is to combine tradition with innovation to
enhance their experience by personalized high quality service and consistency.’
Da Vittoria’s Motto
“Where tradition and innovation fuse together to
surpass our guests expectations.”
Organisational Chart
Other staff: 6
Hotel Shop, Healtlh club, Room Service
General Manager
Ms Fercher
Food and Beverage DirectorConferences: 6
Rooms Divisions Director
Hotel services: 33
Marketing & Sales Manager
Finance Manager
Restaurant ManagerF&B Staff: 27
Front Office
ManagerFO Staff: 15
Human Ressources Manager
Positioning Strategy
Combination of tradition and innovation with an European ambiance
Providing a welcoming, comfortable atmosphere
Targeting business people in 1st and 2nd quater
Targeting leisure customers in summer season
HR (1)Flat organization
Improves working atmosphere
Strong focus on team membersNo firing
Increased training$ 36.416 in 5 years
HR (2)Results of training:
Less need of department heads
Empowerment
Working self dependent
HR (3)
Financial Results
Year Total Assets Growth P&E Value
0 $2.830.000 $3.500.000
1 $6.050.000 113% $4.810.000
2 $9.200.000 51% $5.870.000
3 $13.640.000 48% $7.470.000
4 $18.480.000 35% $9.710.000
5 $ 26.000.000 40% $18.410.000
F&B (1)1 Restaurant “La Rosa“
2 Bars “Viva” and “Bella Mare”2nd bar built because of high profit
Restaurant revenue:68% of total (year 5)$284.484
F&B (2)Beginning:
- Menu price: $21 - Supplier 1; menu type 1
Changes:- Improve menu type & supplier- Increase prices
F&B (3)
Rooms Divisions (1)
Extension of rooms: 290 540 rooms
Bedding mix in year 5: 100 single rooms 250 double rooms 140 king bedded rooms 50 suites
Rooms Divisions (2)
Year 0: December: $ 100.12Year 3: December: $ 105.65 (Adaptation of price)Year 5: December: $ 104.07 (Promotion of specials)
WD Single: 119.99
WD Family: 119.99
WE Single: 99.99
WE Family: 99.99
Rooms Divisions (3)
July December
Year 0 23.06 % 12.79 %
Year 3 67.55 % 52.52 %
Year 5 59.30 % 42.24 %
Occupancy rate
Rooms Divisions(4)
Refurbishment of Front Office - Year 2: Level 2- Year 4: Level 3
Refurbishment of rooms- Year 2-5: 250 rooms
Guest comfort- Complementary Items (Year 2: Level 4)- Room entertainment (Year 2: Level
4)
Room service (Year 2)Huge investments
Marketing (1)Key Success Factors
Use of product, advertising medium and the weekly expenditure
Increase of weekly expenditure
Cooperative measurements
Seasonality and demand
Application of market research
Widening networks
Create a stronger brand image
Targeting different marketing segments
Marketing (2)
Marketing (3)
Advisable Methods Product
Advertising Medium
Present expenditure $
Advisable Expenditure $
MealsDirect Mail
Local Weekly Newspaper
3’300320
6’6001’280
Liquor
Local Weekly Newspaper
Independent Local Radio
320185
1’2801’295
Weekday RoomsBusiness PressSunday Press
6’7509’900
13’50019’800
Weekend Rooms Sunday Press 9’900 9’900
Conferences Business Press 6’750 13’500
Weddings/Social Sunday Press 9’900 9’900
Tours Sunday Press 9’900 9’900
Forecast of Market AwarenessFactor
Year 0 –Dec. %
Year 5 –Dec. %
Increase in percentage
%
Forecasted percentage
(%) in year 10
Market Share
4.35 24.73 20.38 45.11
Market Image Index
8.90 53.88 44.98 98.83
Public Awareness
Index22.91 45.87 22.96 68.83
Year Expenditures
$ 1’042’780/ $ 26’000’000 = 0.04
0.04 x 100% = 4 % of total Assets
Month Jan. Feb. Mar. Apr. May June
Expenditure37’30
059’120 84’320 84’320 71’720 71’720
Month July Aug. Sept. Oct. Nov. Dec.
Expenditure 84’320 84’320 71’720 113’120 147’600 133’200
Total Year 5 Expenditure:$ 1’042’780
Key FactorsHR:
- Training combines with empowerment
- No dismissals
Finance:- Constant investments (rooms)
F&B:- Improving quality- Increasing price
Key FactorsRooms:
- Extensions
- Consistent refurbishments
- Increasing guest comfort
Marketing:- Heavy advertisement
- Widening networks
- Targeting different market segments
Business Status
4****- Targeting business customer
- Majority weekday rooms
Facilities and service quality above The Palace, pricing strategy below
Market share Year 0 : 4.5%
Year 5 : 25 %
Future PlansFurther concentration on team members
Different training methods
Continuous investments in refurbishments and technology
Following new food trends
Opening of a second property
Future PlansGradually increase in yearly expenditure
Long term investment
Additional advertising media - Merchandising - Banking affiliations- Airline affiliations - E-commerce - Packaging
Comments of Entourage
How we became so successful:About increasing menu and supplier:
“It‘s like eating lobster in a Kebab Shop“About our employees:
“The most important thing is that our employees have fun!!!“Our secret recipe:
$39.99 “It‘s just a psychological number““The psychological number is growing on me“ “Not for conferences because it is serious!“
About money:“It‘s just one cent“
“We don‘t want cash““This program is more intelligent then we thought it
was“
Mille Grazie