TRƯỜNG ĐẠI HỌC MỞ HÀ NỘI

KHOA DU LỊCH

MARKETING FOR TOURISM

Giảng viên hướng dẫn : Vũ Hương Giang

Sinh viên thực hiện : Ngô Thị Khánh Linh
Nguyễn Thị Khánh Ly
Nguyễn Thị Quỳnh Hương
Nguyễn Thị Ngọc Châm
Nguyễn Thị Nhung
Nguyễn Thị Hà
Nguyễn Thị Huyền
Nguyễn Mai Hương
Tạ Thị Hồng
Đào Mai Chi
Lớp,Khoá : 2148A01- K29

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 Hà Nội, ngày 9 tháng 3 năm 2024

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 IV. MICRO MARKETING ENVIRONMENT

Resources

Resources Strength Weakness Recommendations

Human  Organizational Human resources +) Create promotion

structure encounter opportunities and motivate
+) Professional psychological and employees: Develop career
employee training physiological development plans and
and development pressures at work, create favorable conditions
program: Sheraton creating a high for employees to feel
Hanoi has an labor turnover motivated and committed to
extensive and in- coefficient their work.
depth employee +) Collect feedback from
training and employees: Create
development mechanisms 7 for employees
program, helping to contribute ideas and
employees develop feedback on the
the skills and organizational structure and
knowledge necessary working environment,
to advance in their thereby improving and
careers through the adjusting operational plans.
E-learning online
training program
+) Employee welfare
and motivation
policies: Sheraton
Hanoi can provide
rich and attractive
employee welfare
policies, including
insurance packages,
golden salary,
flexible leave regime,
and Motivation
programs such as
performance
bonuses, team

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 building, vacations.
 Qualities  Qualities 1. Coaching and training:
1. Knowledge 1. Knowledge Provide in-depth coaching
The number of Because of and training programs for
workers in 2020 with recruiting employees on the skills
college degrees is qualified necessary to work
177 people, employees, young effectively in the hotel
accounting for more workers, although industry, including
than 45% and an they are always communication skills and
increase of more than eager to learn at customer service skills
2% compared to work, are not ordering, time management,
2019. The number of stable labor and knowledge of safety and
workers with college factors. Long- hygiene standards.
degrees in 2020 term relationship
decreased by 1% with the hotel 2.Regular reviews and
compared to 2019, feedback: Hold periodic
with intermediate 2. Skill: N/A performance reviews to
vocational measure employee progress,
qualifications. also 3. Attitude provide constructive
tends to decrease With the feedback. This helps
compared to 2019. dynamism of employees understand their
2. Skill today's youth, strengths and areas for
As seen through they are skilled, improvement.
knowledge, the professional and
majority of hotel highly educated. 3.Build a positive work
employees are highly That's why many environment: Create a
qualified people with people still have positive and supportive work
degrees, which the attitude of not environment that encourages
shows that the hotel's wanting to listen collaboration and exchange
human resources to the opinions of ideas among employees.
department is trying and contributions Support from colleagues and
to recruit qualified of colleagues and managers can help increase
workers. Highly superiors morale and strengthen
specialized, trained teamwork skills.
in professional skills
before being hired as 4.Rewards and incentives:
an employee, Create reward and incentive
ensuring the best programs to motivate
customer service employees to work hard and
process. The hotel achieve goals. Rewards may
also does not take include bonuses, public
praise, or various gifts.

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 much time to train
and one employee 5 .Collect feedback from
can take on many customers: Collect feedback
different roles, from customers about
thereby minimizing service quality and employee
human resources. performance. This feedback
3. Attitude can help identify employee
From reviews and strengths and weaknesses as
experiences of well as improve hotel
Sheraton customers workflows.
on applications such
as Booking.com,
Agoda,... it can be
seen that most
Sheraton employees
have neat and polite
manners. , wear a
uniform according to
hotel regulations.
Above all, the staff is
always welcoming
and warm to
customers and does
not talk impolitely or
joke around in front
of customers.

 Quality Improve weaknesses:

1. Ability to serve 1. Managing 1. Use technology software
and respond quickly Difficulties to effectively manage human
to customer requests 2. Human resources
2. Diversity of Resources 2.Build a Fair working
expertise and skills to Management environment
provide quality Costs 3.Create Promotion
services in many 3.Challenges in Opportunities to encourage
fields Training employees
3. The hotel is 4. Difficulty in
always ready to serve Building
24/7 Customer Promote strengths:
4. Diverse languages Relationships 1.Agile Team Management
5. Helps improve 5. Putting 2.Implement Bonus Policy

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 security and Pressure on 3. Continuously Improve
confidentiality at Infrastructure Based on Customer
hotels Feedback

Financial Stable profits come Relying  Investing in improving

from attracting a excessively on infrastructure, culinary
large number of fixed revenue offerings,...
tourists and corporate sources such as  Adding new types of
clients, conference tourism and businesses such as real
and event contracts, events makes the estate, financial
as well as upscale hotel sensitive to investment,
services such as fluctuations in the transportation, and travel
restaurants, spas, and tourism market services can diversify
other luxury and economy revenue streams and
amenities make the hotel more
resilient to market
fluctuations
Physical - Sheraton Hanoi - The hotel was - Improve the quality of
resource Hotel offers 299 built in 1993, accommodation services by:
rooms with fireplaces then due to the adding more amenities in the
and minibars. The financial room, increasing incentives
bed is equipped with difficulties of for guests, especially for
a Select Comfort Faber Group, the long – term guests, focusing
mattress. Televisions hotel had a very on professional training for
come with cable slow operation staff and upgrading the room
channels. Bathrooms time, was almost service
include shower/tub “abandoned” in - Service orientation towards
combinations, 1998 – 2003, so community and family needs
bathrobes, slippers, the architecture to be promoted to make
and complimentary was not evaluated guests feel at home and
toiletries. as high as it was warm so they will want to
- Guests can enjoy at the time it was come back for more
surfing the web with built, the facilities
the free wireless have deteriorated
internet connection. quite a bit and
Business-friendly lack many
- Sports or modern
recreational activities amenities.
listed below or - In recent years,

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 available on site or in the profit from
the vicinity; room service has
additional fees may been decreasing
apply. due to
- Oasis Relaxation competition from
has 3 treatment strong
rooms. Services competitors and
include hot stone the impact of the
massages, facials, Covid – 19
body scrubs, and pandemic.
body treatments. The - Room service
spa offers a variety has few options,
of treatment does not satisfy
therapies, including the needs of
aromatherapy. customers
- The spa is open - Wifi in public is
everyday. Children not good enough
under 12 years old
are not allowed in the
spa without adult
supervision.

Hardware – Sheraton hotel uses – Quite expensive

Software the PMS system as – Can’t work if
OPERA. offline
– OPERA is a
leading hotel
management
software system
(PMS) in the world.
– OPERA is
designed to meet the
diverse requirements
of any hotel, hotel
chain of any size.
– OPERA PMS
provides all the tools
hotel staff need to do
their day- to-day
work – processing
reservations,
checking in and out,
assigning rooms and
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 managing inventory,
responding to guest
requests, handling
accounting and
payment
transactions.
– Each day, the hotel
has thousands of
pieces of information
that need to be
processed. OPERA
PMS helps
employees analyze
and process them
faster, and respond to
all the customer’s
needs quickly and
fully.

Telecommu- - Every year the Spend a large

nication hotel spends 10 - amount of money
15% of its budget on on advertising.
advertising activities,
especially food
services, one of the
hotel's strengths.
-The most popular
advertising mediums
used by hotel are
advertisements in
print newspapers,
leaflets, television,
and the internet. One
of the prominent
advertising tools is
through online
electronic networks.
- By appearing on
websites, blogs,
forums, travel
websites, and
booking websites, the
Sheraton brand
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 became more popular
with the public.
- The hotel also uses
its own website and
Facebook fan page to
introduce details of
services and
activities during the
construction and
development of the
hotel.
- Customers can
actively research and
book hotel rooms
right on the website
without limitation of
space and time.
Data & - Sheraton Hanoi is a - Not applicable
information hotel belonging to
Marriott International
Group, so all the
information
resources that
Marriott Group
collected will be
transferred to
Sheraton, so it’s very
reliable and variable.
- The hotel also
cooperates with
hundreds of domestic
and foreign travel
agencies such as
Global tour, Huong
Giang Travel,
Indochina... to bring
potential foreign
tourists to Sheraton
Hanoi.

PRODUCT/ SERVICES
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 Factors Strengths Weakness Recommendation

Intangib 1. Image -N/A Promote attracting

le + Sheraton Hanoi Hotel has more high-end
the ability to promote itself on domestic and foreign
social networks very well, so customers.
the hotel can easily attract
new customers.
+ Sheraton Hanoi Hotel is a 5-
star hotel that meets
international standards,
ensuring quality
- Bring customers the best
products and services.
2. Prestige: -N/A – Guarantee hygienic
+ Established for more than 3 quality as appeared
decades, Sheraton Hanoi within the certificate,
Hotel is honored to receive comply with measures
partial sponsorship from many and rules
hotel organizations and is
written about by international
travel magazines.
+ Over the years, Sheraton
Hanoi Hotel has welcomed
many heads of state and
organized many important
events, becoming a trusted
address for Vietnamese
embassies and government
agencies. From America to
China, Russia to Japan and
beyond, the hotel has had the
honor of serving leaders from
many different countries at
state banquets and national
events. People of the capital
consider Sheraton Hanoi
Hotel as one of the top
wedding and culinary venues
in Hanoi.

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 3. Sanitary - Maintenance - Overall, Sheraton
 Strict cleaning issues: hotels demonstrate
procedures Maintenance strength in
 Housekeeping staff is issues such as maintaining sanitary
trained equipment conditions through
 Use high quality cleaning malfunctions or strict cleaning
products infrastructure procedures, well-
 Cooperate with Health issues can hinder trained staff, quality
Authorities cleaning efforts. assurance programs
For example, and commitment to
broken sanitary improvement.
fixtures or continuous. These
plumbing strengths contribute to
problems can a clean and hygienic
prevent proper environment, which
cleaning and enhances the overall
sanitation customer experience
procedures, and promotes
leading to customer satisfaction
sanitation and loyalty.
problems.
- External
factors: External
factors such as
specific location
challenges or
environmental
conditions can
pose hygiene
challenges for
Sheraton hotels.
For example,
hotels located in
areas with high
humidity or pest
infestation may
have difficulty
maintaining
cleanliness
standards despite
their best efforts.
- Public

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 perception and
reputation: Any
lapses or incidents
related to
cleanliness and
hygiene can have
a significant
impact on public
perception and
reputation.
Negative reviews
or reports about
cleanliness can
tarnish a hotel's
reputation and
deter potential
guests, affecting
occupancy rates
and revenue.
4. Brand Name: - Higher - Focus on Service
- Sheraton Hotel's strengths Expectations:Gue Excellence:
include the fact that the hotel sts may have Regardless of brand
already owns a strong brand. higher association, providing
Because the hotel is one of the expectations when exceptional service
major brands worldwide. staying at a hotel can set a hotel apart
Sheraton is still maintaining under a famous from its competitors.
its leading position by brand name. If the Invest in training and
providing a hotel full of hotel fails to meet empowering
luxury services. In addition to these employees to ensure
the culinary programs held expectations, it customers have a
monthly, Sheraton Hotel's can result in memorable
marketing strategy also offers disappointment experience.
exclusive incentives for and negative - Seek brand
Marriott group with a number reviews. flexibility:Negotiate
of typical programs such as: - Less Flexibility: with the brand for a
promotions on dining services Hotels under a certain degree of
when guests long-term famous brand autonomy in
bookings, SPG loyalty name often have operations and
program, room discounts on to adhere to strict marketing. Brands can
special occasions, etc. brand standards offer customizable
Besides, customers can also and guidelines. packages or options

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 book through the Marriott
group's dispatch system,
accounting for about 30% of
guests. to the hotel.
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This can limit for independent
their ability to marketing initiatives
implement unique to better fit a hotel's
features or cater to unique selling points.
specific local - Emphasize guest
tastes and feedback: Actively
preferences. solicit and respond to
- Limited guest feedback to
Autonomy: identify areas for
Management improvement and
decisions may be promptly address any
dictated by the concerns. Positive
brand's corporate guest reviews can
office, limiting the enhance a hotel's
hotel's ability to reputation and
adapt to local minimize the impact
market conditions of any branding
or make challenges.
independent - Build strategic
strategic choices. partnerships:Collabo
- Higher Costs rate with local
Affiliating with a businesses, tourism
famous brand boards and other
often comes with stakeholders to
significant costs, enhance hotel
including visibility and attract
franchise fees, guests. Joint
royalty payments, promotions, package
and required deals and cross-
property upgrades. marketing initiatives
These expenses can help expand a
can cut into hotel's reach and
profitability, attract new customers.
particularly for - Evaluate brand
independently association: Regularly
owned hotels. evaluate whether the
- Competition: brand association is
Being part of a still consistent with
famous brand the hotel's long-term
means facing goals and market
direct competition positioning. If the
from other hotels brand no longer
 under the same provides significant
brand umbrella, as value or imposes too
well as from other many constraints,
well-known hotel consider exploring
chains in the same alternatives such as
market segment. rebranding or going
This can lead to independent.
pricing pressure
and challenges in
standing out from
the competition.
- Brand
Reputation Risk:
Any negative
incidents or
controversies
associated with
the brand, whether
at the local hotel
or elsewhere, can
harm the hotel's
reputation and
affect its business.

Tangible 1. Location
- Situated on the shore of - Far from the
Hanoi’s largest lake, Sheraton airport
Hanoi Hotel features the
panoramic views of lush
greenery around the West
Lake and Red River.
- Close to the bustle and
excitement of the city,
Sheraton Hanoi Hotel is
surrounded by lush gardens,
sweeping lawns and tranquil
courtyards.
2. Accessibility:
It takes about only 14 However, the
minutes from the center of route from City
Hanoi to the hotel. center to the hotel

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3. Public area
- Accessible on-site parking,
property has elevators, self
operating lift or a sloped entry
in hotel swimming pools,...
4. Functional areas
- Reception
+ The reception is close to the access speed is a
lobby and entrance door
+ The reception is available
24/24.
+ The workspace is large and
has all the necessary tools.
+ Available safety box for
guests.
Concierge area: Our
professional concierge is
ready to provide expert
information and warm smile
+ They can assist receptionists quite low.
with check in-out procedures
- F&B: Hotel has 4
restaurants and bars
+ Hotel offers a variety of
food and drinks from many
different countries
+ Customers appreciate the
quality of food and restaurant
space.
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is usually crowded
and congested
- Not applicable
+ Computer - The computer system
needs tobe update
bit low
- N/A
+ Hotels should use
marketing strategies to
+ The number of attract more local
local customers is customers.
+ Offer more
+ Restaurants and advertising
bars are not & discount programs
available 24/24.
+Hotels should offer
English training
courses for staff.
-
+ Staff English Hotels should organize
skills are not quite competitions to
good.
commend and
 - Housekeeping: Most of the
housekeeping staff are loyal
employees, since opening.
+Guest praise of room
cleanliness and staff
friendliness
+ Some excellent individuals.
employees do not
have a high sense
of responsibility.

+ Department uses modern

equipment.

5. Amenities & Facilities:

– Oasis Relax Center: + Reservation

should be made at
+ The center has five least 24 hours in
treatment rooms or adjacent advance
private sauna.

+ Relaxation therapies will + Offer guest

bring great benefits to the + The location of brochures about the
health and spirit of customers. the room is hard hotel’s event room.
to remember

- Event room:

+ Having ten boardrooms for

a variety of events.

+ Wireless high- speed

internet access, a superb
sound system, LCD projectors
and technical support are
available.

 N/A  N/A
6. Architecture

– The hotel's architecture is

typical of Hanoi culture along

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 with the influences of the old
French style. It is a
combination of Eastern and
Western cultures.

– Ancient Vietnamese
architecture, wooden frame,
tile roof, areca rows.

– The hotel is surrounded by

lakes, green gardens, and
lawns, creating a peaceful
and green space. Coming to
Sheraton Hanoi, visitors will
find a sense of peace amidst
the hustle and bustle of the
city. Peace comes from
architecture to nature and
touches the soul.

7. Paint color Because of the The hotel should

white paint color, periodically check
– The hotel has a warm, it is easy to see and repaint the areas
tropical yellow tone with the stains and patches where the paint is
color of wood. of moss. peeling or dirty
– The outside of the hotel is
painted white and looks very
elegant

 N/A
8. Staff performance

– Staff uniforms at Sheraton

are designed based on a
unified concept from color,
design style and pattern to
create harmony and unity

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 between departments.

– Hotel staff always appear in

uniform, and neatly tied hair

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