Sequoia Hotel is located in Quezon City, Philippines and caters to both business travelers and tourists. It offers 5 types of accommodations, dining options, and amenities like wifi. While it provides reliable conference facilities and services, it faces competition from hotels like Luxent Hotel that offers similar services but is perceived to be better. A SWOT analysis found its strengths are its location near dining and entertainment, customer service, and accessibility, but weaknesses include being new in the industry and lacking promotional activities and recreational facilities.
Sequoia Hotel is located in Quezon City, Philippines and caters to both business travelers and tourists. It offers 5 types of accommodations, dining options, and amenities like wifi. While it provides reliable conference facilities and services, it faces competition from hotels like Luxent Hotel that offers similar services but is perceived to be better. A SWOT analysis found its strengths are its location near dining and entertainment, customer service, and accessibility, but weaknesses include being new in the industry and lacking promotional activities and recreational facilities.
Sequoia Hotel is located in Quezon City, Philippines and caters to both business travelers and tourists. It offers 5 types of accommodations, dining options, and amenities like wifi. While it provides reliable conference facilities and services, it faces competition from hotels like Luxent Hotel that offers similar services but is perceived to be better. A SWOT analysis found its strengths are its location near dining and entertainment, customer service, and accessibility, but weaknesses include being new in the industry and lacking promotional activities and recreational facilities.
Sequoia Hotel is located in Quezon City, Philippines and caters to both business travelers and tourists. It offers 5 types of accommodations, dining options, and amenities like wifi. While it provides reliable conference facilities and services, it faces competition from hotels like Luxent Hotel that offers similar services but is perceived to be better. A SWOT analysis found its strengths are its location near dining and entertainment, customer service, and accessibility, but weaknesses include being new in the industry and lacking promotional activities and recreational facilities.
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Far Eastern University
Institute of Tourism and Hotel Management
Sequioa Hotel Prepared by: Urbano, Glixelle Bringues, May Ann Reynoso, Kristel Zyra Ong, Jan Daniel Larcena, Althea Lopez, Charmaine May
I.
Executive Summary Sequoia Hotel in Quezon City, Philippines is a place for business and enjoyment
that serves an accommodation that lookout for a warm personalized service, reliable conference services, and a relaxed to stay.
Far Eastern University
Institute of Tourism and Hotel Management
Sequoias properties are very well for their convenient and strategic locations because its spot offers a range of dining and entertainment options and as well as bars, pubs, malls and clubs and other leisure activities that can do near in the location area. Sequoia facilities are designed with a comfortable each is filled with practical services. There are 5 types of accommodation in sequoia that the customers will surely be relaxed and Fine dine restaurant that serves a tasty dishes. Differentiating the type of service offered between Sequioa and its other competitors. One of the 3 star hotel that Sequoia hotel is Luxent Hotel which happens that theyre the same service but Luxent Hotel is more better that the Sequoia. This will provide the Sequioa with an opportunity to influence its core competencies as regards servicing the business traveler in a luxurious environment.
II.
Current Marketing Situation analysis
A. Industry Study The hospitality industry is a major service sector in the world economy. The
industry encompasses an extensive variety of service industries that include service,
tourism and hotels. Hospitality industry is a multibillion dollar industry that depends on
Far Eastern University
Institute of Tourism and Hotel Management the availability of leisure time and disposable income. A hospitality unit such as a restaurant, hotel, or an amusement park consists of multiple groups such as facility maintenance
and
direct
operations
(servers, housekeepers,
porters,
kitchen
workers, bartenders, management, marketing, and human resources etc.). A hotel is an
establishment that renders lodging in lieu of payment. Facilities provided may range from a basic bed and storage for clothing, to luxury features like en-suite bathrooms. Larger hotels may provide additional guest facilities such as a swimming pool, business center, childcare, conference facilities and social function services. Facilities provided may range from a basic bed and storage for clothing, to luxury features like en-suite bathrooms. Larger hotels may provide additional guest facilities such as a swimming pool, business center, childcare, conference facilities and social function services. Hotel industry in the Philippines is a trend nowadays because in our country we have lots of tourist sites to visit and many hotels are coming soon to rise.
Figure 1 Tourism Industry Performance
Far Eastern University
Institute of Tourism and Hotel Management
Table 1 Sequioas Profit/Loss Statement
Service Income Increase/Decrease (%) Cost of Service Increase/Decrease (%) Net Profit after Income Tax Increase/Decrease (%)
Institute of Tourism and Hotel Management Brief History of the Product/Brand Relevant Market Primary Market: Business Tourists These are the guests who stay or visit the hotel because of business purposes like meeting and conference / seminar. The principal motivator to attend a business event is the business activity itself rather that the desire to travel for pleasure. These are the two aspects to the selection process of a business event:
Event organizers (decision-makers of holding the event) are predominantly
motivated by the suitability of the venue, a strong local host association and the
range of venues, accommodation and transport facilities in the city; and
Delegates (attendees to the event) are primarily influenced by the content of the business program as well as the networking opportunities, location and accessibility of the venue (Deery et al, 2005, pp33, 51).
Secondary Market: Incentive Tourists
Those few lucky individuals, who get a holiday package as a reward from his company, for good work or achieving target, set by the company. They draw inspiration from such tours to work harder, improve work relations and focus on team bonding. Market Positioning vs. Product Positioning Sequoia Hotel serves primarily for business purposes. However, because of its location which offers various dining and entertainment options such as restaurants that specialize in everything from international dishes to regional delicacies, as well as popular comedy bars, pubs, malls and clubs, it gives the tourists a perception that Sequoia Hotel is for tourists who stay for a night or two in the hotel or what they call backpackers. Usually, they are of young age and they
Far Eastern University
Institute of Tourism and Hotel Management travel with minimum luggage and on a limited budget. They generally have no specific travel schedules and tend to travel independently. Past and Current Marketing Strategies Marketing is the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offers that have value for customers, clients, partners and society at large. (Middleton et al. 2009: 21) In Sequoia Hotel they use different marketing strategies in order for the hotel to be promoted well and for the guests to choose their hotel among any other hotels in the city. The following are the marketing strategies that they use in order for them to achieve their goals and objectives: a) Through their official website (http://www.sequoiahotel.net) their website is always updated and its features high definition pictures of the different rooms and facilities that they offer. The website showcased the hotel excellently. b) Through their popular restaurants Ombu a restaurant that offers modern Filipino cuisine. From this, they are creating a wider range of customers which can also be considered as a great marketing strategy c) Promotions & Packages in their website, you can see different promos & packages that they offer, people becomes more interested whenever they are provided discounted rates. d) Since Sequoia Hotel is a 3-star hotel that caters to middle upperclassmen, they offer lower rates that any other hotels which increases their occupancy rate. e) Through their 24-hour online reservation, people can now avail their rooms easily. f) From phone inquiries In every hotel, there is a marketing department (marketing team) responsible for selling their rooms and increasing their rate of occupancy.
Far Eastern University
Institute of Tourism and Hotel Management And most especially through the best kind of marketing Word of Mouth through customer loyalty; from referrals & from online reviews of their past guests.
C. Competitive Situation Table 2 Sequoias Competitive Analysis
Products/ Services Great Eastern Hotel
Well appointed guest rooms Wifi ready lobby and coffee shop Banquet & meeting facilities Indoor swimming pool Fitness and health facilities Airport Transportation and Car Rental Services Covered Parking Lots Business Centre
Promotions -
Discount for long staying guests Website of Great Eastern Hotel
Roof top/Indoor swimming pool Meeting & banquet rooms Internet services Ironing Services Car rental and a porter service Spa facilities Souvenirs/Gift Shop Fitness Centre Currency exchange 127 guest rooms Function rooms Cable TV Hot and cold water supply Mini bar Laundry service Ample parking space and valet parking
Website of Imperial Palace Suite
They have promos like the Cool Summer Deals
Website of Camelot hotel
Celebration/ Mobile bar packages
Quezon City
Junior Suite Deluxe - Deluxe floors (P 3,000) - Suite floors (P 3,200) Junior Suite Twin - Deluxe floors (P 3,200) - Suite floors (P 3,500) Presidential Suite (P 7,600) Premier Studio (P3,700) Twin room (P5, 200)
Quezon City
Price range (per
night) : P1,308 P1,916
Far Eastern University
Institute of Tourism and Hotel Management -
Gift shop Currency Strength exchange Perfect -Location Restaurants Business Hub within the hotel Service / Highly customer oriented Accessibility Room Amenities Doesnt rely heavily on tourism Opportunities Attract Family Tourism They can host events
III.
Weakness New in the industry Lack of Promotion Lack of Recreational Facilities
Threats More hotels being built Other Growing locations
SWOT Analysis
Sequoia Hotel is situated in Quezon City's Lifestyle District, along Timog Avenue. Its location offers various dining and entertainment options such as restaurants that specialize in everything from international dishes to regional delicacies, as well as popular comedy bars, pubs, malls, and clubs. Sequoia Hotel is place for business and pleasure, it has a reliable conference facilities and a perfect place to relax for busy business men. Sequoia Hotel staffs provide warm, genuine care for clients, offer services, answer questions and they ensure customer satisfaction. Sequoia Hotel is located in the city, it is easy to access and find. There is lots of mode of transportation that you can use to go to the hotel. All rooms air-conditioned, they have free wireless Internet connection, and hot and cold shower with bath amenities, ironing facilities, and a hair dryer. Each accommodation also has cable TV, a coffee/tea maker, and work desk. On lean season hotel are not in demand but Sequoia Hotel doesnt rely on tourist they also expect business events, conference, and such.
Far Eastern University
Institute of Tourism and Hotel Management Sequoia Hotel is newly built; it is operating for 2 years. Sequoia Hotel is new to the industry so promotion is minimal, though their website is complete with details there are no new updates and promotions on their Facebook page. Sequoia Hotel lacks some recreational facilities like swimming pool and gym. With the amenities, shops and establishments they can attract families that want to relax and bond. Sequoia Hotel is clean and spacious. It is really business-friendly hotel for everyone. There are lots of competitor threats since hotel industry is on the rise. Quezon City is known as a prominent business area, but there are lots of growing locations with hotels that can be a threat to Sequoia Hotel.
IV.
Goals and Objectives
Short term Objective
Expand the product of services through a steady and month to month increase of
new customers Expanding increase in sales while achieving a status quo state or decrease in
marketing expenses Expand the quality of service and facilities
Medium Objectives
Increasing of a new facilities
Additional package for the next 3-5 years Expanding of workers
Long term Objectives
A twice digit growth rates for each year
Reduce the variable costs through efficiency grow Reach profitability in the future
Far Eastern University
Institute of Tourism and Hotel Management V.
Marketing Mix Strategies and Programs
A. Market Targeting Family Business or Corporate people Groups (Barkadas, Tourists) Employed Other: Event Coordinators B. Product Development Offer well-appointed rooms, fine dining and exceptional service for the target consumer Provide extra facilities such as swimming pools and entertainment lounge Make promotions through flyers, commercials and advertising ads C. Pricing Program Make room promos and packages for consumers D. Sales and Distribution Be visible on large internet-based hotel distributors Market the hotel through social media sites to be recognize E. Marketing Communication Programs 1. Advertising Program Plan promotional campaigns Improve the look and feel of the website to attract the consumers 2. Sales Promotion Program (Consumer and Trade) Develop pricing strategies for products and services for the target customers Use brand identification 3. Public Relations Program Maximize the use of advertising, social media, and other marketing strategies to reach the consumers.
VI.
Investment Plans Estimated Cost
Commercials
10,000,000
Freebies Flyers Total Expense
3,000 2,000 10,005,000
Far Eastern University
Institute of Tourism and Hotel Management
2012 13,032,111
2013 22,989,521
2014 71,300,605
2015 94,042,573
2016 123,176,820
Cost of Service
9,170,175
15,140,068
54,737,505
71,916,579
94,700,244
Gross Profit
3,861,935
7,849,453
16,563,100
22,125,994
28,476,576
Operating Expense
2,860,602
6,595,397
13,434,285
18,203,778
23,490,619
Revenue
Borrowing Cost
738,892
Advertising and Promotion Expenses Net Profit BIT 1,001,334
10,005,000
1,254,056
2,389,923
6,082,784
4,985,967
Provision BIT
300,400
376,217
716,977
6,637,798
8,542,973
Net Income
700,933
877,839
1,672,946
15,488,196
19,993,603
VII.
Estimates of Profitability
VIII.
Evaluation of Results
Conclusion
Strategy 1 Strategy 2 Strategy 3
Activities
Budget
Time Frame
Trade Conventions Caravan Bazaar
600,000 500,000 300,000
January to June February to August September to December
Far Eastern University
Institute of Tourism and Hotel Management
Table 3 Evaluation Performance Jan Trade Conventions Caravan Bazaar
