Business Plan

Conrad-Hilton Dhaka
Analysis for Brand Hotel
External Environment
Key National Statistics
National Economy & Market Analysis
Local Economy & Market Analysis
Key National Statistics
2010 2011 201
2
201
3
201
4
GDP Growth
%
6 6.3 6.7 7 7.1
CPI Growth
%
6 6 6.5 7 7
Wage
Inflation %
12.5 13 13 14 14
Currency
Against USD
70 71 72 74 75
Competitive Environment
Key Local Hotel Market Statistics
Local Market Synopsis
SWOT Analysis of Competitors
Competitive Summery
Key Local Hotel Market
Statistics
2010 2011 2012 2013 2014
Supply Of
Room Nights
440000 450000 450000 470000 500000
Demand Of
Room nights
300000 350000 320000 340000 350000
City
Occupancy %
68 77 71 72 70
Local Market Synopsis
New Venture will be set up after recession &
FDI will be increased.
SWOT Analysis Of
Competitors
WESTIN Dhaka
Radisson Water Garden Hotel
Hotel Sarina
Pan Pacific Sonargaon Dhaka
Hotel Sheraton
Summary
Competitor Name 2012
RGI
2013
RGI
2014
RGI
2015
RGI
Pan Pacific
Sonargaon
.86 .9 .9 .85
Dhaka Sheraton .6 .75 .8 .9
The Westin 1.47 1.3 1.1 1
Hotel Sarina .5 .5 .45 .45
Radisson water
Garden
1.3 1 .9 .79
Proposed Hotel .8 1.2
Demand Quantification
Average Occupancy 65%
Break even Occupancy 45%
Total Rooms ofcompetitors:1160(Approx)
Total Potentials of Rooms:
(Total Rooms X Average Occupancy)/ Break even
Occupancy
=(1160X65)/45
= 1675
Demand Quantification
Minimum Demand
( Average Occupancy- Break Even Occupancy) X
Total Rooms / Break Even Occupancy
=(65-45)X1160/45
=20X1160/45
=515
Demand Quantification
Maximum No of Rooms
Demand / Break Even Occupancy X100
=515 / 45X100
=1144
Assume The Proposed Hotel No of rooms Will Be
310
Technical Details
Profile of the Proposed Hotel
Name: Conrad
Star Category: 5/4 Star
No of Rooms: 310
Address: Dhaka
Finance: Self or bank
Type : Private Ownership
Facilities: Accommodation, Restaurant, bar Etc
Man power: 650
Type of Contract: Permanent &Contractual
Marketing Plan
Will be discussed later
Global Hotel Ranking
Luxury
Upper Upscale
Upscale
Mid scale
Luxury Hotel
Conrad------Hilton
Ritz Carlton------Marriot
Upper Upscale
Hilton------Hilton
Marriot-----Marriott
Westin------Starwood
Double Tree----Hilton
Haytt Regency------Haytt
Upscale
Radisson----- Carlson
Courtyard------Marriott
Hilton Garden Inn----Hilton
Mid scale
Ramada
Holiday Inn
Best Western
Our Brand Preference
Upper Upscale
Upscale
Thank You