Executive Summary
Buisness decription
Company Analysis
Industry Analysis
Customer Analysis
Competitive Analysis
Strategic Plan
Operations Plan
EXECUTIVE SUMMARY
Vision
Our vision is to exceed the expectations of our guests, inspire and
reward our associates and respect the environment as well as the
cultural differences of the local community.
Active leaders: We develop actively the local comunity.
Respect: We respect the objectives of our shareholders, the values of our guests, and the cultural differences in the locations in which we operate.
Teamwork: Each team member brings his own creativity, passion and individual expertise to complete the whole picture.
Integrity: We are honest and straightforward in our interactions with our shareholders, guests, colleagues and the communities in which we operate.
Satisfaction: Our customer’s satisfaction Is our first priority.
Attentiveness : We offer a typical service, adapted and customised to the needs of each customer.
Mission
Our Mission is to produce outstanding services faithfully reflecting
traditional and ethnic designs that offer the highest standards of
product and service and to deliver staff with an environment that
enables them to arrange for operating standards beyond the level
of our guests’ expectations
EXECUTIVE SUMMARY
A city in the begining of a big mutation
Park surf Inauguration (costed 13M de dirhams)
Project a dock for cruise ships
Only 2005 hotel rooms in the whole region (Doukala abda)
1st school of ceramique in the wor ld , and developped craft
activity.
LOCATION
BUISNESS DESCRIPTION
Artiza is a 4* Stars hotel and offers accommodation and
associated services to local, regional, national and international
tourists and travelers.
The particularity of our hotel is that it offers the best services in
the area, and maintain the traditional aspects of the design, in
addition to artisanal workshops And handcraft activities…
Food service is intended to serve
regional tradional dishes. Made by
our chefs, and moroccan catering
professionals.
Artiza will offer several recreational facilities. services available include:
pool, sauna and workshops ( ceramic and pottery).
Artiza will also offer access to activities in the surrounding area. The
region offers amenities as can be expected of the location.
For
fam
ilie
s
• Child care
• playground
For
busi
ness
tra
vele
rs
• office space, secretarial services and broad band Internet connections
• fully equipped meeting rooms for conferences
For
couple
s w
ithout ch
ildre
n
• walking, hiking, bicycling, boating and other water sports and historical tours of local cities
For
single
and g
roup tra
vel
• sports and recreation, dinner dance evenings, guided tours and organized coach travel
For
physi
cally im
pair
ed
• adapted to persons who travel in wheelchairs, need nursing care, have vision or hearing difficulties or otherwise require easy access to amenities, services and accommodation
inquiries with existing and potential
customers
requested information from
community business support groups
collected catalogues, price lists and brochures of competitors
The market wil l be good for mil l ions of Dirhams a year, After a short period of low activity in the launching of the Hotel. The
hospitality industry wil l be projecting a stronger surge starting from 2017, in which period a significant increase in activity is anticipated. Revenues as well as supply and demand all suggest a period of optimistic positive growth.
Also Visitors taking the new high way just built between Safi and Eljadida (and l inking it to Marrakech and Agadir) wil l be the primary source of this growth.
We expect that the increased preferences for domestic travel, close-to-home destinations, and highway travel wil l highly boost Artizas’ visitor numbers for sure.
MARKET ANALYSIS
Regional analysis :
The size of the market in the region has a very low occupancy rate.
But Artiza intends to capture the regional cl ients, and a portion of
the national and international market. Which wil l experience a
progressive evolution, based on our studies.
4 and 5 stars hotels in the area average 100 rooms, and room rates
of 400 to 600dh. Artiza will capture a portion of family visits’
tourism that yearly visits the area.
REGIONAL ANALYSIS
Market share objectives :
The number of direct competitors is estimated at 0. This is because
Artiza will offer convention facilities that are unmatched in the
region with size and pricing.
For substitution services and products, l ike ordinary hotels, guest
houses…Artiza , wil l attract some of their cl ients due to it ’s
concept, location ,4 stars category, and also it ’s formula and
pricing strategy.
COMPETITION ANALYSIS
MARKETING PLAN ANALYSIS
Strategic marketing
STP Process:
Segmentation
Targeting
Positioning
Mix marketing
The Four P’s:
Product (Service)
Place
Promotion
Price
MIX MARKETING
Product/service
• Differciation-diversification
• Adapted to a niech demand
Place
• Direct distribution
• Tel 30%
• Internet 40%
• Walking 15%
• T.A & T.O 15%
• Desintermediation
• pull
• Allotement*
Promotion
• Internet advertisement (tripadvisor…)
• Ads compaigns (publipostage, tv, radio, sponsorship)
Price
• Competition price
• Acceptability price
• Revenue Mangement tools
• Yield management
FUNDS REQUIRED
In addition to traditionnal methods of financing,we will use crowdfunding. Crowdfunding is a
way of raising finance by asking a large number of people each for a small amount of money.
Financial Resources.
Communication barriers.
Seasonality of activity.
Weak touristic infrastructure, and low investment in facilities, hotel and leisure facilities.
Unskilled staff.
SWOT ANALYSIS An unique offer including artisanal workshops, and surf activities
Rooms Based on a Moroccan tradionnal design
Panoramic view on the atlantic ocean, and proximity to the city center
Low notoriety of the brand name
Very family oriented , No near aeroport, and low railway traffic
Help me find more weaknesses, this Hotel is too amazing
Promessing market, due to 2020’s visions‘ niech tourism and advanced regionalisation
More visitors, and passengers thanks to the new highway , and the dock for cruise ships
Cancellation or delay in the infrastructure constructions
Bad attitude of eastern european and Russian tourists targeted
Arrival of new competutors ( kuweitian project)
P Political
E Economical
S Social
T Technological
E Environemental
L legal
P: Advanced regionalisation
E: economical growth
S: social concience about
tourisme
T: technological evolution
E: environemental potential
L:legal faculities
PORTER’S 5 FORCES
Rivalry among
Competing Firms
Potential Entry of New Competitors
Bargaining Power of Customers
Potential Development of Substitute
Products
Bargaining Power of Suppliers
Generic strategies (por ter)
Dif ferentia tion
In a differentiation strategy a f irm seeks to be unique in i ts industry along some dimensions that are widely valued by buyers. I t selects one or more attr ibutes that many buyers in an industry perceive as impor tant, and uniquely posit ions i tself to meet those needs. I t i s rewarded for i ts uniqueness with a premium price.
STRATEGIC PLAN
Personnel
About 70 people
3 Top Managers
7 Middle Managers
11 Operation Managers
49 workers
Qualities
Well qualified: No large
qualification investement
OPERATIONAL PLAN
Hotel Departements
Direction
Human Ressources
Marketing
Sells
developpement
Catering
F&B
Room service
Accomodation
Reservation
Reception
housekeeping
Entertainement
Workshops
Outdoor activities
Night activities
Finance
accounting
technical
1. Choice of location
2. Permits and Licenses
3. Hotel Construction
4. Recruitment and Training
5. Opening
2017 2018 2018/2020 2020 2021
Key Milestones