Sales & Marketing Plan Kangar_revised

Sales & Marketing Plan 2011

SALES & MARKETING PLAN

April 12th – Dec. 31, 2011

HOTEL SERI MALAYSIA KANGAR

Hotel Seri Malaysia Kangar1


Section One - Business Climate

The EconomyAs 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 EconomyHigh 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 4–3/4% rate registered last year.

Regional EconomyMost of the 13 Asia-Pacific economies covered in a Reuter’s 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 EconomyMalaysian 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.



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.



Section Two - The Statements & Objectives

Mission Statement ObjectiveHOTEL SERI MALAYSIA KANGAR SHALL BE EFFECTIVELY AND EFFICIENTLY MANAGED 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 Government’s economic as well as socio-economic 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.”



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.

4. “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.

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.



Section Three – Business Objectives

Business Objectives StatementHOTEL SERI MALAYSIA KANGAR WILL ACHIEVE THE FINANCIAL OBJECTIVES AND MARKET SEGMENT OBJECTIVES FOR THE FINANCIAL YEAR 2011 (APRIL – DECEMBER):

Financial Objectives1. Room Nights Budgeted 26,761

2. Average Occupancy Rate (%) 61%

3. Average Room Rate (RM) RM 84.50

4. Gross Operating Revenue (RM’000) RM 3,875,798.00

Market Segment Objectives1. FIT 79% (RHSM group 2010 - 64.6%)

2. GIT 21% (RHSM group 2010 - 35.5%)

TOTAL 100%====



Section Four – The 5 Marketing Ps

Business Marketing Ps Objective StatementHOTEL SERI MALAYSIA KANGAR WILL UTILISE THE FOUR MARKETING Ps NAMELY, PRODUCT, PRICING, PROMOTION, PLACE AND PEOPLE, TO PROMOTE THE HOTEL.

Product Strategy Objective StatementTo 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 StatementTo strictly adhere to pricing policy as per attached price matrix.

Pricing Tactical ImplementationTo 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 StatementTo 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 ImplementationTo 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 through selective internet reservations portals for Electronic Marketing.

Place Strategy Objective Statement



To continue to solicit and to secure business through business various intermediaries or channels.

Place Tactical Implementationa) Government and Semi-Government Organizations

b) Corporate and Commercial Companies / Clubs / Associations / Non-Government Organizations (NGOs)

c) Internet Travel Portal

d) Direct Marketing

People Strategy Objective StatementHotel Seri Malaysia Kangar will implement its people development strategy by providing a consistent training program targeting specific areas of hotel operations.

People Tactical Objective StatementTo implement an Annual Training Plan addressing the following areas – Customer Service, Sales & Marketing, Maintenance, Accounts, Human Resources and Train-The-Trainer – provided at national level and the individual hotels to implement their own Annual Training Plan at their local level.



Section Five – The Marketing Strategy

Marketing Strategy Objective StatementHOTEL SERI MALAYSIA KANGAR WILL ACHIEVE THE BUSINESS MIX OBJECTIVES AND MARKET MIX OBJECTIVES FOR THE FINANCIAL YEAR 2011 (MARCH – DECEMBER ).

Business Mix ObjectivesROOM NIGHT %

1. BUSINESS :FIT 4,015 15.0GIT 16,869 63.0

2. LEISURE :FIT 5,877 22.0

TOTAL 26,761 100.0

3. CORPORATE :FIT 2,143 8.0GIT 535 2.0

4. GOVERNMENT: FIT 5,887 22.0GIT 16,324 61.0

5. TRAVEL AGENTS:FIT 134 0.5GIT 268 1.0

6. OTHERS :FIT 1,470 5.5

TOTAL 26,761 100.0

Market Mix ObjectivesROOM NIGHT %

1. DOMESTIC :

Wilayah 5,620 21.0Selangor 2,141 8.0 Johor 1,285 4.8Pahang 294 1.1 Perak 1,472 5.5Kedah 3,211 12.0Malacca 1,338 5.0Kelantan 268 1.0Negeri Sembilan 535 2.0Penang 2,408 9.0Terengganu 268 1.0Perlis 4,817 18.0Sarawak 80 0.3Sabah 80 0.3



TOTAL 23,817 89.0

2. INTERNATIONAL:

Singapore 2,087 7.8 Asia 321 1.2Australia 27 0.1 Europe 27 0.1U.S.A. 27 0.1 Others 455 1.7

TOTAL 2,944 11.0

GRAND TOTAL 26,761 100.0%



Section Six – The Sales Strategy Tools

1. i. Daily Sales System Chartii. Room Monthly Sales Action Planiii. Annual Sales Blitz Plan

2. Price Matrix 2010-2011

3. i. P1, P2, P3 Chart

ii. Definition of P1, P2, P3

4. Food & Beverage Monthly Sales Action Plan

5. Competitor Analysis

6. SWOT Analysis

7. Sales Core Accounts i. Government ii. Corporate iii. Travel Agents iv. Others

8. Local Advertising and Promotion Plan

9. Operating Budget – Departmental Profit & Loss Report

Appendix 1(i)HOTEL SERI MALAYSIA KANGAR



DAILY SALES SYSTEM CHART

a. Briefing chaired by General Manager. Sales Manager to give necessary instructions to Sales staff.

b. 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.

c. 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.

d. Daily afternoon sales briefing with General Manager, F&B Manager, F.O Manager / Executive to recap on sales calls done during the day.

e. Update on sales cardex cards submitted and review of previous day sales visitations / calls done by Sales staff.

Appendix 1(ii)



HOTEL SERI MALAYSIA KANGARMONTHLY SALES ACTION PLANS FOR MONTH OF _________, 2011

COMMENCEMENT DATE

ACTION BY

ACTIVITY & OBJECTIVE

MARKET SEGMENT

S

BUDGET (RM)

REMARKS

TRAVEL Sales Blitz To Penang / Kedah

Date

En x Sales visits to:1) Bayan

Lepas 2) Prai 3) Kulim Hi-

Tech

Corp. RM0.00 Telemarketing 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

En x Promotion of new seminar packages. Mailing List

Corp. / Tvl Agents

Mailing list from existing clients database.

OTHER PROMOTIONS

Perlis, Alor Setar, Sg Petani, Penang, Klang Valley (Date)

En x Promotion of new seminar packages.Telemarketing exercises

Corp. / Govt

RM0.00 Telemarketing 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 Ratesii. Second room at 50% discount from Published Rate.ii. All rates are inclusive of Breakfast or ‘Sahur’ at Seri Inai Cafe for 2

persons

Appendix 1(iii)



HOTEL SERI MALAYSIA KANGARANNUAL SALES BLITZ PLAN 2011

DATE NAME OF COMPANIES CONTACT PERSON & ADDRESS

REMARKS

Apr12 & 13

Sg Petani & Butterworth(Govt / Corp)

As Per Sales 2 sales personal involved in the sales blitz activities.

Apr19 & 20

Butterworth, Penang & Kulim(Govt / Corp / Tvl Agents / Commercial)


May10 - 12

Bangi / Kajang / Putrajaya / Serdang(Govt / Corp / Commercial)


Jun Perlis / Kedah / Penang / Perak(Govt / Corp / Tvl Agents / Commercial)


Jul Perlis / Kedah / Penang / Perak(Govt / Corp / Tvl Agents / Commercial)-Ramadhan Promotion

As Per Sales Conduct sale blitz for flyers distribution.

Aug Perlis / Kedah / Penang / Perak(Govt / Corp / Tvl Agents / Commercial)


Sept Perlis / Kedah / Penang / Perak(Govt / Corp / Tvl Agents / Commercial)


Oct Bangi / Kajang / Putrajaya / Serdang(Govt / Corp / Commercial)


Nov Perlis / Kedah / Penang / Perak(Govt / Corp / Tvl Agents / Commercial)


Dec Perlis / Kedah / Penang / Perak(Govt / Corp / Tvl Agents / Commercial)


Appendix 2SERI MALAYSIA KANGAR



F.I.T. PRICE MATRIX 2010-2011

TYPE OF RATE ALL OTHER HOTELS

SMGEN & SMMKZ

[1]

[2]

PUBLISHED RATE StandardFamilySuite

MINIMUM SELLING PRICE StandardFamily

RM140.00RM160.00RM330.00

RM90.00RM110.00

RM170.00RM200.00RM0.00(RM325.00)

RM95.00RM115.00

[3] E-BIZ RATE [INTERNET]Rates for Seri Malaysia Hotels official website.StandardFamily

RM140.00RM160.00

RM170.00RM200.00

[4] CORPORATE RATE

CATEGORY ASMSBN, SMGEN, SMPDI, SMKLM

StandardFamilySuiteCATEGORY BSMPEN, SMJHB, SMTGG, SMIPH, SMROM, SMSPE, SMBGL, SMAOR, SMKUA, SMTML, SMMEP, SMMAR,SMTPG, SMMKZ

StandardFamily

RM120.00RM140.00RM285.00

RM100.00RM130.00

RM110.00RM130.00

RM110.00RM130.00

[5] TRAVEL AGENT RATEPeriod: Mar. 14 2011 – Dec. 31, 2011StandardFamily

RM110.00RM130.00

RM110.00RM130.00

[6] GOVERNMENT RATEStandardFamilySuite

RM110.00RM130.00RM275.00

RM110.00RM130.00

[7] SENIOR CITIZEN RATEStandardFamily

RM90.00RM110.00

RM90.00RM110.00

[8] SMHs EMPLOYEE/RHSM/GWI STAFF RATEStandardFamily

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

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

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.

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.

13.Family Room Rate - Breakfasts are for 3 people.



Appendix 3(i)SERI MALAYSIA KANGAR

P1,P2 & P3 CHART

M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T

JAN

D 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

P

$

FEB

D 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28

P

$

MAR

D 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

P

$

APR

D 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

P P3 P3 P3 P3 P2 P2 P3 P3 P3 P3 P3 P2 P2 P3 P3 P3 P3 P2 P2

$

MAY

D 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

P P1 P3 P2 P3 P3 P2 P1 P2 P3 P3 P3 P3 P3 P2 P2 P2 P1 P3 P1 P1 P2 P2 P3 P3 P1 P2 P3 P1 P1 P1 P1

$

JUN

D 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

P P1 P1 P1 P1 P1 P1 P1 P1 P1 P1 P1 P1 P3 P3 P3 P3 P3 P2 P2 P3 P3 P3 P3 P3 P2 P2 P3 P3 P2 P3

$

JUL

D 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31


$

AUG

D 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31


$

SEP

D 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30


$

OCT

D 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31


$

NOV

D 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30


$

DEC

D 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31


$



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.

2. 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.

3. 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.

4. Malaysia and Singapore School Holidays :

Mid Term Mid Year Mid Term Year End

Malaysia School Holidays 2011

Saturday 12 March 2011toSunday 20 March 2011

Saturday 28 May 2011toSunday 12 June 2011

Saturday 27 August 2011toSunday 04 September 2011

Saturday 19 November 2011toSunday 01 January 2012

Singapore School Holidays

2011

Saturday 12th March 2011toSunday 20th March 2011

Saturday 28th May 2011toSunday 26th June 2011

Saturday 3rd September 2011toSunday 11th September 2011

Saturday 19th November 2011toSaturday 31st December 2011



Appendix 4HOTEL SERI MALAYSIA KANGAR

FOOD & BEVERAGE MONTHLY SALES PROMOTION PLANRESTAURANT AND BANQUET

MONTHS PROMOTION DETAILS

JANUARY Not Applicable

FEBRUARY Not Applicable

MARCH Not Applicable

APRIL 1. Seri Malaysia Standard Menu2. Preparation and selection of Specialty menu

- Selection of Menu- Determine price- Prepare flyers and distribution

MAY 1. Seri Malaysia Standard Menu2. Seri Malaysia Kangar Specialty

- Review of sales and target - Review of marketing plan

JUNE 1. Seri Malaysia Standard Menu2. 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

JULY 1. Seri Malaysia Standard Menu2. Seri Malaysia Kangar Specialty3. Distribution of Buffet Ramadhan Buffet flyers and marketing activities

AUGUST 1. Ramadhan Buffet- Citra Rasa Satu Malaysia- Bazaar Ramadhan

SEPTEMBER 1. Seri Malaysia Standard Menu2. Aidilfitri Gathering Promotion3. 11-11-2011 Wedding promotion

- Collaboration with Dewan Wawasan Perlis

OCTOBER 1. Seri Malaysia Standard Menu2. Steamboat Grill Promotion3. 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

strategies- Prepare flyers and distribution

NOVEMBER 1. Seri Malaysia Standard Menu2. Weekend BBQ @ Poolside3. Steamboat Grill Promotion

DECEMBER 1. Seri Malaysia Standard Menu2. Weekend BBQ & Poolside



3. Steamboat Grill Promotion


COMPETITOR ANALYSIS

HSM KANGAR PUTRA PALACE BRASMANA HSM ALOR SETAR

Star Rating 2 Star 4 Star 2 Star 2 Star

Location1. Outskirt of Kangar town2. No town bus plying

1. Town Center of Kangar town

1. Outskirt of Kangar town.

2. Next To Jetty to Langkawi

1. Town Center of Alor Setar

AccommodationList room types

150 rooms- 89 Std- 59 Family- 2 Suites

145 rooms- 70 Std x RM188- 8 Sup x RM208- 14 Dlx x RM293

108 rooms- 99 Std x RM145- 4 Dlx x RM165- 5 Sut x RM245

100 rooms- 60 Std- 40 Family

Dining Facilities ?List restaurants, etc

1. Rest - 182 pax2. Bqt - 350 pax

1.Coffee House2.Santai Café ( with wide screen Sport channel)-Lounge

- Coffee House- Terrace Corner with live band

- Coffee House

Services, Facilities ?

-Minibar-Coffee & Tea making facilities-Internet -Laundry Services

-Minibar-Coffee/Tea facilities-safe deposit box-Transfers- WIFI

-Minibar- WIFI

-Convenience Store-Fax Services-Laundry Service

Hours Reception& Message Services

24 hours reception service for our guests. Security

24 hours security

Our hotel provides 24 hours security to keep our guests safe.

Recreation?Attractions?

1. Swimming pool2. Surrounded with greeneries

1.Swimming Pool2.Karaoke Room

-OCEAN GLOW -Live band show

Near to Pekan Rabu Near to Airport



Meeting Facilities?5 Meeting Room1 Ball Room

-Ballroom 1000 pax- 3 seminar rooms

1 Ballroom2.seminar room

1.Ballroom2. 5 meeting room

Building Physical Condition?

1. Newest hotel in town

1. Very run-down

1. Fair 1. Fair

Marketing Approach including market mix, sales force, etc?

1 JSE1 Coordinator

2 Coordinator1 Clerk

1 Sales Executive3 Sales Coordinator

1.Sales & Marketing Executive1.Sales Assistant

What is your hotel’s position among the competitors listed here?

We could cater and provide all the services required and more

N/A N/A N/A


S.W.O.T ANALYSIS

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 hotel’s 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.


BREAKDOWN OF SALES CORE ACCOUNT

ORGANIZATION NAME

RHSM GROUP 2010

HSM MELAKA HSM A. SETAR HSM KANGAR (FORECASTED)

1 Government Segment

FIT -GIT-

18.928.6

30.75.6

24.016.7

26.013.0

2 Corporate SegmentFIT -GIT-

8.64.2

26.82.3

16.36.9

20.07.0

3 Travel Agent Segment

FIT -GIT-

0.60.3

0.00.0

0.10.0

2.00.0

4 Other SegmentFIT -GIT-

36.52.4

33.90.8

36.00.0

31.01.0

TOTAL 100% 100% 100% 100%



Appendix 8

HOTEL SERI MALAYSIA KANGARLOCAL ADVERTISING & PROMOTIONAL ACTION PLAN FOR

MONTH OF JULY 2011Part 2

MEANS OFA & P

COMENCMN’T DATE

ACTION BY

ACTIVITY & OBJECTIVE

MARKET SEGMENTS

BUDGET (RM)

REMARKS

Ramadan Buffet Promotion

15/7/2011

S&M Promotion Ramadan Buffet promotion that going to be held on August

- Govt- Corporate- Public

2500.00

-Flyers-Banner-Radio Advertisement

Awareness

1/7/2011 S&M Telemarketing to all Govt & Corporate Office surrounding Perlis & Kedah


500.00 Awareness that HSM Kangar already in business.



Appreciation Letter

15/7/2011 S&M Send thank you letter to all Organiser that have done function at HSM Kangar previously

- Govt- Corporate

200.00 To get feedback from previous function

Ramadan Room Promotion

15/7/2011

S&M FOE

Preparation and promoting Rooms for Ramadan. Expected low season.


500.00 -Flyers-Banner


Documents

Sales & Marketing Plan Kangar_revised