GABRIEL RAMÍREZ REYESIEMI-CMH

MBA2

BUSINESS PLAN FOR A BOUTIQUE HOTEL IN

PUEBLA, MEXICO.

HYPOTHESES

Puebla is the ideal place for the development of a traditional boutique hotel concept reinterpreted in a modern way.

The concept is attractive for target markets.

The financial investment is reasonable and ROI will be positive and achieved in a determined period of time.

The market and the competition can be assessed accurately.

RESEARCH QUESTIONS?

To what extent is Puebla the ideal location for the hotel?

How is the concept attractive for target markets?

What will be the profitability of the financial investment and will the ROI be achievable in a certain period of time?

How can the market and competitors be assessed?

OBJECTIVES

General

Create a succesful business plan for a boutique hotel in Puebla.

Specific

Create synergies between stakeholders.Attract investors.Attract tourism to a genuine concept experience.

TABLE OF CONTENTS

1. Executive Summary2. Company Summary3. Service & Products4. Market Analysis Summary5. Strategy & Implementation Summary/

Operational Plan6. Organizational &Management Summary7. Financial Plan8. Conclusion

MAIN BIBLIOGRAPHY

BORELLO, Antonio (2000). El Plan de Negocios: De herramienta de evaluación de una inversión a elaboración de un plan estratégico y operativo, Mc Graw Hill Interamericana S.A. Colombia.

Keegan, Green, Global Marketing:  Global Edition, 8th Edition with MyMarketingLab , Pearson Higher Education.

Peter, J. P. and Donnelly J. H. Jr. (2008), A Preface to Marketing Management, 12th edition, McGraw-Hill Irwin, New York, United States.

Anholt S. (2004), Branding Places and Nations, The Economist, Brands and Branding, Bloomberg Press, Princeton, New Jersey, US.

Van Gelder S. (2008), How to improve the chances of successfully developing and implementing a place brand strategy, Placebrands Ltd. 26 May.

Allan M. (2007), Place Branding, The Journal of the Medinge Group, vol. 1, no. 1, August.

Instituto Nacional de Estadística y Geografía (INEGI), Perspectiva Estadística Puebla 2014, December 2014. http://www.inegi.org.mx