HM 304

Strategic Plan Structure

Submitted by: Lasola, Jayson

Submitted to: Sir Vito Carlo Genove

Be hotel, Mactan, Cebu
Visions statement of the organization

- The organizations vision is to achieve the highest standards of service quality and apply it to
our valued customers to justify and uphold the reputation that we have among the guests,
partners, competitors and the wider community. We use and constantly introduce
environmentally friendly technologies and processes in order to remain in balance with nature
and also meet the needs of contemporary society. Tradition is a testament to our success but in
the future we also want to embrace the changes that modern time brings and become more
attractive in the market and more interesting to our guests and partners.

Mission statement of the organization

The mission of the Be hotel is to put hospitality services on the highest level in order to satisfy
the demands and expectations of guests. Our aim is to make the Bee hotel a place for
encounters, business success, pleasant meetings and gala ceremonies as well as multiply in
branches not just in the Philippines but nationwide.

Description of primary business of the organization

The Hotels primary business is to accommodate guests by offering rooms, entertainment, food,
and provide excellent service. The hotel whether from 1 star to 5 stars has an organizational
structure to carry out its daily provided services, it is needed to have specific task given for each
departments to function properly. The effectiveness of each department specifications will
reduce workloads and increase productivity and efficiency.

Internal environment

The organization of a Be hotel since we're a 3 star hotel, it is very complex and comprises
various departments. The number of departments varies from one establishment to another.
All departments may have their own managers, reporting to the general manager and the
assistant general manager. The internal environment of the hotel may consist:

 Room Division Department

In a large hotel, the housekeeping, front office, and maintenance departments come
under room division. These departments together are responsible for maintaining and
selling the room in a hotel.
 Housekeeping Department
The housekeeping department is responsible for the cleanliness and upkeep of the front
of the house areas as well as the back of the house areas so that they appear as fresh
and aesthetically appealing as on the first day when hotel property opened for business.
 This department is headed by the executive housekeeper or, in chain hotels, the
director of housekeeping.
 Front Office Department
Headed by the front office manager, the front office department is the operational
department that is responsible for welcoming and registering the guests, allotting the
rooms and helping the guests check out. Uniformed services like concierge and bell desk
and EPBAX operators are the part of the front office department.
 Maintenance Department
The maintenance department also called the engineering and maintenance department
is headed by the chief engineer or the chief maintenance officer. The department is
responsible for all kinds of maintenance, repair, and engineering work on equipment,
machine, fixtures, and fittings.
 Food and Beverage Department
The food and beverage (F&B) department include restaurants, bars, coffee shops,
banquets, room service, kitchen, and bakery. The department is headed by the F&B
director. While the restaurants, bars, coffee shops, banquets, and the room may be
grouped specifically under the F&B service department, headed by the F&B manager,
the kitchen and bakery fall under the F&B production department, headed by the
executive chef.
 Human Resource Department
The human resource (HR) department or the personnel department, as it used to be
called earlier – is headed by the human resource manager. Recruitments, orientation,
training, employee welfare and compensation, labor laws, and safety norms for the
hotels come under the purview of the HR department. The training department is an
ancillary department of the HR department. This is headed by the training manager,
who takes on the specific task of orientation and training of new employees as well as
existing ones.
 Sales and Marketing Department
The sales and marketing department is headed by the sales and marketing manager. A
large hotel may have three or more employees in this department, whereas a small
hotel can do with just one employee.
 Purchase Department
The purchasing department is led by the purchase manager, who, in some properties,
may report to the financial controller. The procurement of all departmental inventories
is the responsibility of the purchasing department. In most hotels, the central stores are
the part of purchase department.
 Financial Control Department
 It is also called the control department the financial control department is headed by
the financial controller, who is responsible for ratifying all the inventory items of the
operational departments. Inventory control procedures are the responsibility of the
department.
 Security Department
It is headed by the chief security officers, the security department is responsible for
safeguarding the assets, guests, and employees of the hotel. Their functions include
conducting fire drills, monitoring surveillance equipment, and patrolling the property.

Strengths

The strengths of the hotel organization is to Provide Safe Abode Away from Home. It's
undeniable that the hotel industry provides safe accommodation for people when they are
away from their homes.The hotel industry also contributes to the Local Economy economy by
having foreign guests and also gives more work opportunities while having a High-Profit Margin.

Opportunities

Opportunities are openings or chances for something positive to happen in the hotel here are
some opportunities the hotel provides:

 Data mining of our customer database

 Further develop our sales/service team
 Use cross-functional teams to streamline processes
 Work to generate cost efficiencies
 Attract new customers through special offers
 Build stronger customer relationships
 Develop and implement a CRM program
 Improve the overall customer experience
 Map out and target the steps in the customer journey
 Build relationships with influencers
 Expand our number of stores/outlets
 Acquire a competitor’s successful brand
 Build online engagement with our brand
 Charge a greater price premium
 Work closer with key channel partners
 Use environmental issues to reduce our cost structure

Threats
Here are some threats that may effect the hotel industry:

 Inflexible internal processes

 Changes in consumer spending patterns
 Consumers becoming more demanding
 Significant change in consumer behavior
 Becoming overly price competitive
 Being too ethnocentric
 Aggressive price cutting
 Competitors providing more “value add”
 Competitors targeting our key customers/segments
 Declining economic conditions
 Terrorism and impact
 Global disasters includes: natural calamities, pandemic, war confrontations

Analysis of industry and competitors

The analysis of industry and competitors is a part of strategy development in firms and other
organizations. The purpose of ICA is to understand factors that influence the performance of
the industry, and as well the performance of firms within the industry.

As the world has witnessed tremendous development in digital technologies, the Bee hotel
would like to take part of it to stay updated to the new trends and competition with other hotel
trademarks.

Analysis of marketing strategy and target consumers

The Be hotel is established in Mactan Cebu, with the capacity to 1200 rooms including suite
rooms. The Bee hotel specializes in occupying strategic, inner city locations and serving
primarily corporate clients.

The properties range to three star categories, and include the following brands: Beach Inns,
beach Post Houses and Beach view Hotels The group has a high instance of repeat business
across all its brands, particularly the Riverview Hotels properties, which account for 68% of total
revenue across the group. Usually target consumers or guest are the locals, foreigners, business
related guests, and for those people who wants to relax from work.

One year goals

Increase in marketing sales, creating a quality service fitting for the guest to come back offer
more, while providing opportunities for employment and be well known not just in local cities
but also in the region.

Tree year goals

Increase in market sales, build up branches throughout the country while creating more job
opportunities while providing easy access for the guest by branches and while planning to go
global.

Overview of strategic plan

In conclusion Strategic planning is important for the hotel organization because it provides a
sense of direction and outlines measurable goals. Strategic planning is a tool that is useful for
guiding day-to-day decisions and also for evaluating progress and changing approaches when
moving forward. Strategic planning is also the process of developing a plan, guideline or
roadmap for your hotel, which is based on its mission, vision, values and stated goals and
objectives, which indicates the specific strategies and tactics or actions that will be taken to
achieve these goals.

Strategic planning should guide the efforts of the entire hotel; however, it is not unusual for
more than one strategic plan to be in place; an overall hotel plan, for instance, that drives the
development and implementation of other related plans that might include marketing plans, HR
plans, finance plans or department-specific plan.

The importance of strategic planning at all levels is twofold: first it puts a stake in the ground in
terms of what the hotel is hoping to achieve and second, it serves as a guide for employees to
direct their activities and resources (time and money) toward goals and objectives that have
been considered and adopted by the organization as a whole.