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Business Plan edited by a group of students of MTM IULM.
Citation preview
Business Plan
Multifunctional center in Carpiano
Master in Tourism Management – VII edition – 2010-2011 1
Tutor: Professor Emilio Valdameri
Antonelli Davide, Bekmurzayeva Aspet, Cusenza Simona,
Georgieva Dilyana, Jurgembayeva Dinara,
Perna Monica, Torricella Francesca
AKNO Business Parks
Master in Tourism Management – VII edition – 2010-2011 2
Founded by Mr. Massimo Nouhi, AKNO Business Parks S.p.A. is the leader in the
construction of industrial and logistic complexes as well as in the revitalization
and reconfiguration of forgotten areas.
It first started its operations in a town close to Milan, Caleppio di Settala, where
its headquarters are still located today.
What is a BUSINESS PARK?
A business park is an industrial complex with excellent functionality of
the structures, respect of the environment and security and preservation
of the properties typically protected by perimeter fences with a singular
entrance with 24 hours surveillance.
Master in Tourism Management – VII edition – 2010-2011 3
The business park is located in Carpiano.
The project
Master in Tourism Management – VII edition – 2010-2011 4
A closer focus….
HOTEL AREA
Master in Tourism Management – VII edition – 2010-2011 5
AREA
Methodologies
1. Introduction to Carpiano
2. Inventory of attractions
3. Tourism trends and competitive set analysis
4. Target market: survey outcome
Master in Tourism Management – VII edition – 2010-2011
4. Target market: survey outcome
5. Analysis of the business tourism segments
6. Promotional goals
7. Evaluation plan and choice of the partner in management
8. Sales and promotion campaign
6
1. Introduction to Carpiano
• Furthest Municipality in
the province of Milan;
• 3700 inhabitants;
Master in Tourism Management – VII edition – 2010-2011 7
• 14 working farmsteads in
17 square kilometers;
• Industrial firms and
administrative offices;
Attractions: Firms: Bars: Restaurants: Not provided Services:
2. Inventory of attractions
Master in Tourism Management – VII edition – 2010-2011
Attractions:
- CarthusianMonastery;
- Cathedral;
- Chiesa di San Michele.
Firms:
- DHL Freight;
- Volvo;
- GAMMA commercial;
- SDA;
- HILTI ITALIA SPA.
Bars:
- Benzoni - Bar Tabacchi;
- La Mantide;
- A.S. Carpianese
- Bar Cavallino.
Restaurants:
- Pizzeria Dai Pugliesi 3 Da
William;
- RistoranteLodigiani;
- PiemmeaS.R.L.
Not provided Services:
-Supermarket;
- Hospital;
- Pharmacies;
- Cinema;
- Leisure facilities (gym,
beauty centre).
Strengths:
- Position: near Milan, close to 2 highways
- Multifunctional centre
- 24 hour security of the center as a
guarantee for drivers
- Local community involvement
Weaknesses:
- Carpiano is not a tourism destination
- Lack of services
- Moderate involvement of the municipality
- The lack of transports’ connections
- Absence of tourism planning & promotion
SWOT SWOT
Why Carpiano?Understanding our location
Master in Tourism Management – VII edition – 2010-2011
Opportunities:
- The international scenario and Expo 2015
- The position of Carpiano
- The business and logistics environment
- Presence of some cultural attractions
- The great number of events
- Brand new building
Threats:
- Competitive set
- Seasonality
- Lack of cooperation and collaboration
SWOT SWOT analysisanalysis
World Tourism Trends
Tourism flow in the world: UNWTO forecast
International tourist arrivals by region (in millions), 1950 - 2020
3. Tourism trends
Master in Tourism Management – VII edition – 2010-2011 10
Source: UNWTO
World Tourism Trends
Inbound tourism: means of transport
3. Tourism trends
Master in Tourism Management – VII edition – 2010-2011 11
Source: UNWTO
60,0%
80,0%
100,0%
3. Tourism trends
European Scenario
Percentage Variation in International Arrivals
Master in Tourism Management – VII edition – 2010-2011
17,00%
-60,0%
-40,0%
-20,0%
0,0%
20,0%
40,0%
Spain
France
Italy
12
Source: elaboration from Eurostat data
Tourism in Italy
Demand in Italy
Arrivals for different categories
30.000.000
35.000.000
40.000.000
3. Tourism trends
Master in Tourism Management – VII edition – 2010-2011 13
-
5.000.000
10.000.000
15.000.000
20.000.000
25.000.000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
5 stars and 5* luxury
3 stars
4 stars
2 stars
1 star
Source: elaboration from Eurostat data
Nord Italy Centre Italy
South Italy
13%
Managers,
enterpreneurs
and freelance
Clerks
Business travellers divided by professionBusiness travel in Italy
Tourism in Italy:
Demand in Italy in Business Travel
3. Tourism trends
Master in Tourism Management – VII edition – 2010-2011 14
48%
24%
28%
The chart shows that one traveler out of two is a
business man. (That means great opportunities
for a business hotel in Carpiano).
26%
54%
7%13%
Working class
Small
enterpreneurs
The main type of business traveler are clerks.
Source: Istat, quarter year survey -"Viaggi e vacanze“, 2009
Tourism in Lombardy:
Tourists trend in Lombardy and arrivals composition in Milan
20.000.000
25.000.000
30.000.000
35.000.000
Arrivals
Overnights
3. Tourism trends
Master in Tourism Management – VII edition – 2010-2011
PV
1%
MN
2%
SO
5% VA
7% BG
7%
BS
16%
CO
8%CR
2%
LC
1%
LO
1%
MB
3%
MI
47%
15
-
5.000.000
10.000.000
15.000.000
20.000.000
2000
2001
2002
2004
2005
2006
2007
2008
2009
Overnights
Source: Istat
Tourism in Milan:
Tourism demand in Milan and Province
8.000.000
10.000.000
12.000.000
3. Tourism trends
Master in Tourism Management – VII edition – 2010-2011 16
The trend is nearly constant during those 9 years, except for the period 2004-2005 that shows a little
decrease and then comes back growing.
0
2.000.000
4.000.000
6.000.000
8.000.000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
Overnights
Arrivals
Source: Istat
The tourism offer
Evolution of the offer capacity in Italy
1.500.000
2.000.000
2.500.000
3. Tourism trends
Master in Tourism Management – VII edition – 2010-2011
0
500.000
1.000.000
1.500.000
Bedplaces
Rooms
Total
17
Source: Istat
20.000
25.000
30.000
The tourism offer
Evolution of the offer capacity in Italy
3. Tourism trends
Master in Tourism Management – VII edition – 2010-2011
0
5.000
10.000
15.000
1990
1993
1994
1995
1998
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
5 * - 4*
3* - RTA
2* - 1*
Source: Istat
18
3. Tourism trends
6.000
7.000
8.000
9.000
10.000
The tourism offer
The accommodation offer in Milan
Master in Tourism Management – VII edition – 2010-2011 19
-
1.000
2.000
3.000
4.000
5.000
6.000
2002 2003 2004 2005 2006 2007 2008 2009
4 stars 5 stars - luxury 3 stars -RTA 2 stars 1 star
Source: Istat
3. Tourism trends
0,3%4,4% 2,2%
5 * - LUXURY 4 * 3* 2* 1*
The tourism offer
Percentage composition of the bed offer in Milan in 2009
Master in Tourism Management – VII edition – 2010-2011 20
Source: Istat
60,2%
32,9%
3.B Competitive set analysis
NovotelNovotel Air HotelAir Hotel
ATA Hotel ATA Hotel
The The OneOneCrowneCrowne
PlazaPlaza
HolidayHoliday
INNINNNHNH
Master in Tourism Management – VII edition – 2010-2011 21
OUR OUR
Hotel Hotel
Hotel Hotel
Il TelegrafoIl Telegrafo
Residence Residence
GolfGolf
ATA Hotel ATA Hotel
RipamontiRipamonti
4. Target market: survey outcome
� One-day survey in Carpiano;
� More than 40 people asked to be
interviewed, but only 25% agreed;
� Residents’ survey divided in two parts:
- Socio Demographic Data;
Master in Tourism Management – VII edition – 2010-2011 22
- Socio Demographic Data;
-AKNO Carpiano Project Awareness;
� Municipality’s interview with the
participation of:
- Mr Ronchi, Carpiano’s Mayor;
- Mr Brocca, the architect responsible for
the technical department of the
Municipality of Carpiano.
Where
“improvements”
is a synonym of
4. Target market: survey outcome
90%
Have interviewees ever heard
about AKNO project?
Yes No
10%
Interviewees' opinion about the
project
0%
30%
Interviewees' satisfaction degree with
actual services
High10%
0%
Interviewees' opinion about the
Municipality of Carpiano
A good place where to
live
Master in Tourism Management – VII edition – 2010-2011
is a synonym of
services to be
provided in
Carpiano.
23
10%
Yes No
90%
In favour
Against
Uninterested70%
30%Medium
Low
10%
90%
live
A place where
improvements are
needed
A place with a lack of
opportunities
4. Target market: survey outcome
40%
30%
10%
20%
Primary services residents would like
to have in CarpianoThe absence of
supermarkets
and stores
really upsets the
community of Carpiano.
Master in Tourism Management – VII edition – 2010-2011 24
40%50%
100%
10%
Shops Cinema Supermarkets Restaurants
Activities residents would like to have
in Carpiano
ATMs Grocery Banks/Post office Gym
community of Carpiano.
The construction of the
multifunctional center
should therefore take this
into consideration.
4. Target market: survey outcome
10%10%
Kind of hospitality services
interviewees would expect to have in
Carpiano
Private B&B
The choice of hotel
category has taken into
consideration several
factors, among which the
Master in Tourism Management – VII edition – 2010-2011 25
80%
Private B&B
Boutique/Design
hotel
Service apartments
factors, among which the
residents’ perception
about the kind of
accommodation services
suitable for Carpiano.
Clerks/ Sales Representatives and mid-scale Business MenClerks/ Sales Representatives and mid-scale Business Men
5. Analysis of the business tourism segments
After the analysis of the needs of different possible types of segments,
we decided to mainly focus on the following three targets:
Master in Tourism Management – VII edition – 2010-2011
and mid-scale Business Menand mid-scale Business Men
Families and Group of FriendsFamilies and Group of Friends
Young CouplesYoung Couples
5. Analysis of the business tourism segments
The HOTEL STRUCTURE
Ground floor: bar, reception, back-
office with Management offices, a 70
sq meter equipped meeting room for
40 people;
First floor: 14 out of 30 connecting
rooms for families
1st, 2nd and 3rd Floor
Master in Tourism Management – VII edition – 2010-2011 27
rooms for families
Second floor: standard rooms for
young couples with welcome gifts at
arrival: candies and wine bottle;
Third floor: standard rooms for clerks;
Fourth floor: EXECUTIVE floor with 1
suite and 28 rooms with free mini bar,
higher quality furniture, 30 sq meter
“private” equipped meeting room for
2-15 people and waiting room.
Fourth Floor
5. Analysis of the business tourism segments
The HOTEL STRUCTURE
The basement plan will
provide:
-parking for hotel guests;
Master in Tourism Management – VII edition – 2010-2011 28
- a wellness center with
swimming pool, Turkish bath
and water massage.
5. Analysis of the business tourism segments
HOTEL STRUCTURE:
The current look and design…
Master in Tourism Management – VII edition – 2010-2011 29
5. Analysis of the business tourism segments
HOTEL DESIGN:
How it could look like ...
The wellness Room Room 4th floor
Master in Tourism Management – VII edition – 2010-2011 30
The hallThe wellness
center
Room
type A
Room
type B4th floor
Suite
Core strategyModernity that will surprise you
6. Promotional goals
TargetClerks, families, young couples, friends and professionals
looking for 3-4 stars hotel experience due to their success and hard work.
Master in Tourism Management – VII edition – 2010-2011 31
• Extensive menu
• All types of products that can be found at the hotel bar or can be ordered at the main restaurant
• Extensive menu
• All types of products that can be found at the hotel bar or can be ordered at the main restaurant
Room service
• Different each day and tailored to individuals’ interests
• Food, candies and bottles of wine in the room
• Different each day and tailored to individuals’ interests
• Food, candies and bottles of wine in the roomSurprise gifts
Modernity that will surprise you
How?
Core strategy
Project unwavering dedication to the mission and surprise visitors with services
Focus on the staff members
One
• New techniques in hiring new staff looking at their creativity and ethics
6. Promotional goals
Master in Tourism Management – VII edition – 2010-2011 32
One their creativity and ethics
Two
• Staff will be trained to seek out new ways tosurprise and excite customers
Three
• The results of the training will be measuredthrough customer ratings and customer reviews
6. Promotional goals
Services offered in the hotel
Master in Tourism Management – VII edition – 2010-2011 33
-12 hour bar
- 4 self-service machines
- happy hours
- free breakfast for children up to 12 years old
- High chairs and bottle warmers
- Topolino menu for kids
-12 hour bar
- 4 self-service machines
- happy hours
- free breakfast for children up to 12 years old
- High chairs and bottle warmers
- Topolino menu for kids
- Room service
- Everyday newspaper
- Late check-in for business men and late check-out for
couples
- Shuttle service upon request from/to Linate airport and San
Donato Station
- Parking
- Room service
- Everyday newspaper
- Late check-in for business men and late check-out for
couples
- Shuttle service upon request from/to Linate airport and San
Donato Station
- Parking
- Free Wi FI in the whole hotel
-Internet corner in the reception with 2 computers
- Meeting rooms with video equipment, copy/print service,
fax machine, international calls, computer to project presentations, stationery
(branded blocks and pens)
- Free Wi FI in the whole hotel
-Internet corner in the reception with 2 computers
- Meeting rooms with video equipment, copy/print service,
fax machine, international calls, computer to project presentations, stationery
(branded blocks and pens)
6. Promotional goals
Services offered in the multifunctional center
Master in Tourism Management – VII edition – 2010-2011 34
Laundry Room
Laundry Room
SupermarketSupermarketRoad House Restaurant Road House Restaurant
Parking Parking
Considerations on the Italian market and its composition
Ita
lia
n c
ha
ins
Generally
medium or small
Fore
ign
ch
ain
s
Working all across
the world, usually
Ag
gre
ga
tio
ns
Companies that, on
the national or
7. Evaluation plan and choice of the partner in management
Master in Tourism Management – VII edition – 2010-2011 35
Ita
lia
n c
ha
ins
medium or small
size. Fo
reig
n c
ha
ins
the world, usually
providing
managing or
franchising
contracts. Ag
gre
ga
tio
ns
the national or
international base,
represent
independent
hotels.
7. Evaluation plan and choice of the partner in management
� Affiliation contract;
Considerations on the possible brands
And the final decision:
Master in Tourism Management – VII edition – 2010-2011 36
� Affiliation contract;
� Long- term strategy;
� Coherence with our philosophy;
�Less binding contract;
� BW presence in the business area of Milan and brand recognition;
� Possibility to receive reservations from all over the world;
� Possibility of offering staff training;
� Special treatments to Cluster Business and Cluster Kids segment, as
well as women.
7.B Economic Analysis
REVENUES 2012 2013 2014 2015 2016
Rooms Revenues (VAT excluded breakfast excluded) € 1.037.564,70 € 1.226.515,07 € 1.431.259,98 € 1.657.592,57 € 1.799.716,43
% TOTAL REVENUES 67% 69% 70% 70% 70%
Average Price for Breakfast (VAT included) € 7,00 € 7,00 € 7,00 € 8,00 € 8,00
Revenues for Breakfast (VAT included) € 187.879,36 € 204.463,64 € 221.047,91 € 276.318,00 € 300.009,82
% TOTAL REVENUES 12% 11% 11% 12% 12%
Total Rooms Revenues € 1.225.444,07 € 1.430.978,70 € 1.652.307,89 € 1.933.910,57 € 2.099.726,25
% TOTAL REVENUES 79% 80% 81% 81% 82%
% of presence of guests in the bar 35% 35% 35% 35% 35%
Average price for meal (VAT included)* € 7,50 € 7,50 € 7,50 € 7,50 € 7,50
Revenues for Bar (VAT excluded) € 70.454,76 € 76.673,86 € 82.892,97 € 90.666,84 € 98.440,72
Revenues for Banquets/Seminars (VAT excluded) € 35.500,00 € 36.000,00 € 37.500,00 € 38.500,00 € 40.000,00
TOTAL REVENUES FOR BREAKFAST, BAR AND BANQUETS € 293.834,13 € 317.137,50 € 341.440,88 € 405.484,84 € 438.450,54
% TOTAL REVENUES 19% 18% 17% 17% 17%
REVENUES for INTERNATIONAL CALLS*** € 25,00 € 25,00 € 25,00 € 25,00 € 25,00
REVENUES for MICE FACILITIES**** € 12.000,00 € 12.000,00 € 12.000,00 € 12.000,00 € 12.000,00
REVENUES for WELLNESS CENTER (VAT excluded)***** € 20.000,00 € 25.000,00 € 25.000,00 € 25.000,00 € 25.000,00
TOTAL OTHER REVENUES (VAT excluded) € 32.025,00 € 37.025,00 € 37.025,00 € 37.025,00 € 37.025,00
% TOTAL REVENUES 2,1% 2,1% 1,8% 1,6% 1,4%
NET REVENUES VAT Excluded € 1.551.303,19 € 1.785.141,20 € 2.030.773,76 € 2.376.420,41 € 2.575.201,79
OPERATING COSTS******
Master in Tourism Management – VII edition – 2010-2011 37
OPERATING COSTS******
TOTAL PERSONNEL
Total employees 17 18 18 22 23
Value € 597.251,47 € 628.015,56 € 658.204,80 € 728.991,36 € 759.342,98
% of Revenues 38,5% 35,2% 32,4% 30,7% 29,5%
VARIOUS COSTS for ROOMS (room supplies+laundry+linen) % of Room Revenues 6% 6% 6% 6% 6%
Value € 62.253,88 € 73.590,90 € 85.875,60 € 99.455,55 € 107.982,99
VARIOUS COSTS for BAR % of Bar Revenue (see table specifications) 33,2% 33,5% 33,9% 30,8% 30,7%
(food for breakfast, bar, banquets, minibar) Value € 97.501,54 € 106.121,25 € 115.606,57 € 124.925,71 € 134.547,36
ADMINISTRATION COSTS Value € 30.000,00 € 30.000,00 € 30.000,00 € 30.000,00 € 30.000,00
Per Room € 252,10 € 252,10 € 252,10 € 252,10 € 252,10
COMMERCIAL COSTS Value € 177.158,54 € 143.046,91 € 159.221,57 € 178.269,79 € 189.882,64
Per Room € 1.488,73 € 1.202,07 € 1.338,00 € 1.498,07 € 1.595,65
Best Western Fees € 30.089,38 € 35.568,94 € 41.506,54 € 48.070,18 € 52.191,78
OLTA fees (on revenues from rooms booked through OLTA) € 55.161,16 € 64.648,97 € 74.886,04 € 87.370,60 € 94.861,86
MAINTENANCE COSTS Value € 30.000,00 € 32.000,00 € 35.000,00 € 37.000,00 € 37.000,00
Per Room € 252,10 € 268,91 € 294,12 € 310,92 € 310,92
ENERGY COST Value € 100.000,00 € 100.000,00 € 100.000,00 € 100.000,00 € 100.000,00
Per Sold Room 5,08 4,67 4,32 3,95 3,64
VARIOUS COSTS % of Revenues 3% 3% 3% 3% 3%
Value € 44.987,79 € 51.769,09 € 58.892,44 € 68.916,19 € 74.680,85
PRE-OPENING COSTS Value 0,00 0,00 0,00 0,00 0,00
TOTAL OPERATING COSTS Value € 1.139.153,23 € 1.164.543,72 € 1.242.800,98 € 1.367.558,61 € 1.433.436,81
% Total Revenues 73,4% 65,2% 61,2% 57,5% 55,7%
GROSS OPERATING PROFIT Value € 412.149,97 € 620.597,49 € 787.972,78 € 1.008.861,81 € 1.141.764,98
% Total Revenues 26,6% 34,8% 38,8% 42,5% 44,3%
7.B Economic Analysis
GOP Value € 412.150 € 620.597 € 787.973 € 1.008.862 € 1.141.765
% Total Revenues 28,1% 36,1% 40,0% 44,5% 46,2%
Forecasted Investment € 10.000.000 € 10.000.000 € 10.000.000 € 10.000.001 € 10.000.002
Direct management
ROI 4,1% 6,2% 7,9% 10,1% 11,4%good/average
1. Direct mangement? 2. Lease contract? 3. Management contract?
Master in Tourism Management – VII edition – 2010-2011 38
Lease contract 60% of GOP 60,0% 60,0% 60,0% 60,0% 60,0%
€ 247.290 € 372.358 € 472.784 € 605.317 € 685.059
ROI 2,5% 3,7% 4,7% 6,1% 6,9%
% of revenues 15,9% 20,9% 23,3% 25,5% 26,6% too much!!
20,0% 20,0% 20,0% 20,0% 20,0%
€ 277.675 € 321.612 € 368.308 € 431.033 € 467.493not enought !!
Management contract Management fee 10% 10% 10% 10% 10%
€ 155.130 € 178.514 € 203.077 € 237.642 € 257.520
New GOP € 257.020 € 442.083 € 584.895 € 771.220 € 884.245
New ROI 2,6% 4,4% 5,8% 7,7% 8,8%good/average
Product:
- 4 floor hotel
- 119 rooms
- 2 congress rooms
- Basic and extra services
- MICE facilities
Placement:
- South part of the province of Milan
- Mid scale market
- Focused on people who travel for work,
families and couples
8. Sales and promotion campaign
Master in Tourism Management – VII edition – 2010-2011 39
Price:
- High season best rate : 85€
- Low season best rate : 75 €
- Discounts for fully prepaid advanced
booking
- Charges based on variations and extra
services
Promotion:
- Billboards and branded merchandise
- Press conference, social networks and
newsletters
- Partnerships with OLTA, packages for niche
markets
- Reward program and CRM
Marketing MIX
8. Sales and promotion campaign
Our Hotel will use a professional photographer and design firm to produce
the following materials:
Master in Tourism Management – VII edition – 2010-2011 40
http://venice.arounder.com
/it/hotel-4-stelle/best-
western-hotel-la-di-
moret/suite-1.html
Master in Tourism Management – VII edition – 2010-2011
Thank you for your attention
41
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