FACULTY OF HOTEL AND TOURISM MANAGEMENT

UNIVERSITI TEKNOLOGI MARA (UiTM)

KAMPUS KOTA KINABALU, SABAH

DIPLOMA IN HOTEL MANAGEMENT (HM110)

SALES AND MARKETING (HTH367)

ASSESSING THE HOTEL ORGANIZATION’S SALES AND MARKETING PLAN

PREPARED BY:

GIOVINA HEIDI ANAK JATIN

(2020848424)

GROUP:
HTH3675G1

PREPARED FOR:

MR. ALVIN GATU

DUE DATE:
1.0 ORGANIZATION PROFILE

1.1 The name of the hotel

Damai Beach Resort, Kuching Sarawak

 1.2 ORGANIZATION CHART

1.2 MISSION/VISION

• To be the preferred beach resort in this region, delivering exceptional experiences to our
guest.
• To exceed our guest’s expectations
• To inspire and motivate our employees
• To achieve excellence in financial results.
 1.3 HISTORY

Damai Beach Resort open their operation since 1985. The resort is under Hemisphere, and it also owned
by Sara Resorts Sdn. Bhd. A Member of SEDC Sarawak Group of Companies

1.4 ADDRESS

Teluk Bandung Santubong, P.O. Box 2870, 93756 Kuching, Sarawak, Malaysia.

1.5 INTERESTING HIGHLIGHT

• Integrity-which is essential and cannot be compromised
• Commitment-as we do what we say we will do
• Loyalty-is crucial because we are one team sharing one vision
• Cost Efficiency-is crucial as we need to remain competitive
• Speed or Timeliness-in response is important in our ever-changing business environment
• Innovativeness-to provide us additional competitive edge
• Excellence in Execution-as our commitments can only be realized through actions and results
2.0 LIST OF PRODUCT/SERVICES

In hospitality industry, there are service characteristics that affect the marketing, and this will develop
the marketing strategies that useful for the hotel. These are the characteristics of service marketing
that include in the hospitality industry.

2.1 Tangibility

It is referred to the accommodation and restaurant facilities same as the external appearance of the
hotel. In Damai Beach Resort, these are the list of the tangibility as called as physical products of the
hospitality:

1. Business Centre
2. Laundry
3. Shuttle services
4. Convenience shop
5. Spa
6. Gym
7. Swimming pools
8. Tennis court, beach volleyball
9. Free Wi-Fi

2.2 Intangibility

In our resort, our intangibility service will be started as soon as they reached the lobby. Such as the
bellman will assist the guest to park their car and help them to carry their luggage or bags. During
check-in the reception give them a warm greeting and they will assist them for the check-in progress by
giving them the explanation of hotel policy and payment method. Besides, the housekeeping will always
make sure the room is ready and clean before the guest arrived. The maintenance also making sure all
the lights, and aircon are working. The restaurant also provided an excellent service for the guest
especially when presenting the food and communicate with the guest friendly such as ask them how
their stay in the Damai Beach Resort was so far.
 2.3 Inseparability

The guest is part of the product where it produces at the same time, and it cannot be separate from the
provider. We have provided a room service for the guest who wants to order some food to be send to
their room. Besides that, if the guest wants to request extra towel, toothbrush set or extra amenities,
housekeeping will provide the item that they have requested and deliver it to their room. As in our
resort, we provided shuttle van service where the guest can request to drop them off to the Sarawak
Culture Village or pick up and drop off them from their room.

2.4 Variability

Variability is the service that produce simultaneously. This service also needs to be maintained
consistently and need to be done the same way every day. Damai Beach Resort recruiting the employees
and give them a training to develop more skills and knowledges. Every month, they will make a training
sessions and orientation for the new staff. In every department will received the guest feedbacks and
guest complaint. From that, they will monitor and brief the staff to improve.

2.5 Perishability

This service of characteristics is referred to as the service cannot be stored for later use. In Damai Beach
Resort, during weekdays, the occupancy only reached 5%-18% room occupied include with arrival
which mean only 20-60 rooms occupied. The hotel managed to provide lower charges or give promotion
that applicable only on weekdays or during low occupancy. Such as 2 days 1 night stay for RM205nett
without breakfast and it is applicable for any type of room that available.
3.0 CUSTOMER RELATIONSHIP MARKETING (CRM)

Building and nurturing fruitful relationships with clients is a process known as customer relationship
management (CRM) in the hotel industry. It is a strategy that encompasses all organisational divisions
and staff members at all levels. Enhancing customer service and raising customer satisfaction are the
objectives.

In Damai Beach Resort, the guest will have a member called as Easturia where they can enjoy their stay
in Damai Beach Resort for RM80nett per night without breakfast. This type of member will have their
own specific room which it only for Easturia member. They also will receive one welcome drink for
one room from the F&B.

4.0 MICROENVIRONMENT

Microenvironment included with the management orientations which are the competitors, suppliers,
marketing intermediaries.

4.2 Competitors

The competitor will be the hotel that provide more affordable price, provide many types of service, and
making more promotion that attract the customers.

4.3 Suppliers

We need a supplier as they provide all the need that our hotel request and needed to provide an excellent
service in the hotel. Damai Beach Resort developed a sustainable purchasing policy to inspire supplier
to be sustainable.

4.4 Marketing Intermediaries

By formulating the marketing strategies, we can make the public relation by promoting our brand with
the relevant industry media partners. It is important to have strategic public relations. We also need to
make sure that they meet expectations of the client when delivering our brand.
5.0 MACROENVIRONMENT

Some of the macroenvironment factors are economic forces, natural forces, and technological forces.

5.1 Economic Forces

Many tourists across the world came to the Damai Beach Resort after the border open widely. This
situation brings huge economic potential where it will have the currency exchange rates.

5.2 Natural Forces

Damai Beach Resort situated along the sandy beach of Teluk Bandung & facing the breath-taking South
China Sea (on the northwest coast of Borneo). The main attraction in Damai Beach Resort is the breath-
taking beach view from the room. The challenge of this resort is located nearer to the beach when it
comes to monsoon season. This situation makes it difficult to keep maintain the outdoor activity such
as Bonfire BBQ buffet located near the beach.

5.3 Technological Forces

Provide the internet, computerized systems, and enable platforms application. By having this
technology in the hotel, we able to do the business operation smoothly.

6.0 METHOD OF GETTING FEEDBACK FROM THE CUSTOMERS

For our resort, to get the guest feedback, we provided the comment card during their checkout at the
reception counter. Meanwhile, the comment card also provided in their room for them to comment
about the room and the housekeeping services. Besides, when they are having their breakfast, lunch, or
dinner at the café, we also provide the comment card for them to comment about the F&B service and
the foods. Other than comment card, we also have our online website where the guest can leave their
comment there or they can ask any inquiry about our resort.
7.0 MARKET SEGMENTATION AND TARGETING

By developing the market segmentation can understanding the guest needs and able to increase the
performance of the hotel. It is important to know when the guest is booking to develop rate and
promotional strategies. Local visitors, for instance, usually make reservations the day before or the day
of arrival. The hotel should be aware of this sudden demand and adjust its rates accordingly.

7.1 Demographic segmentation

-free amenities in the room, wi-fi in public spaces such as lobby, business centre

7.2 Psychographic Segmentation

-offering meal from western to famous local food that the guest can enjoy and try for the foreigner.

7.3 Behavioural Segmentation

-group as life events such as group program for educational, graduation, or wedding.
8.0 MARKET POSITIONING

The Damai Beach Resort logo above is referred to the resort that located nearer to the beach and have
a view of Gunung Santubong. Damai Beach Resort tagline are “Sarawak’s Best Kept Secret.”
 9.0 PRODUCT LIFE-CYCLE

Damai Beach Resort classified as a full of service hotel, a place for relaxing with full of nature where
most of the visitors like the view of the beach to relax and enjoy their day. Other than that, they also
have opened their service for wedding ceremony and banquet facilities for any special event, café, bar,
food and beverage and any other related facilities that they provide.

There are three levels of product that I think this organization have reached: core product, facilitating
product, and supporting product.

9.1 Core Products

It is explained as the basic form of the product. For Damai Beach Resort core product is the hotel rooms
and the place for them enjoy the breath-taking view from their room.

9.2 Facilitating Products

The service for assist the visitors or guest. Damai Beach Resort provide the facilities such as customer
service, bar, café, and online reservation facilities.

9.3 Supporting Products

The product that includes some additional product that the hotel provides. Damai Beach Resort offered
24/7 room service, free Wi-Fi for the guests and visitors, concierge services, shuttle service etc.
10.0 PROMOTION

Every hotel industry has their own way to promote their hotel. In generally, most of it will promoting
it by advertising, sales promotion, public relations, personal selling, and direct marketing.