The Durban Resort

Business Plan

Mission Statement
The mission of the Durban Resort is to provide a superior
hospitality experience to completely delight and satisfy
our guests. It is our duty to make sure the guests have
full satisfaction during their stay at our hotel by delivering
amazing service, creating a good environment for our
employees and constantly trying to exceed expectations.
The Durban Resorts employees, as a team will all share
responsibility, accountability and recognition through
teamwork to contribute to and ensure the running
success of the whole hotel operation. Our ultimate target
is to help us build a good reputation, be an innovative
leader in the hotel industry and attract business

Executive Summary
The Durban Resort is a 300 room hotel aiming to
provide great hospitality to business and leisure
guests. Our hotel is well-priced and provides top-ofthe-range services to provide for all our guests
individual requirements.

Executive Summary
(Contd)
Combined with an in-house restaurant, a hotel
shop, quick check-in/check-out, we are currently
seeking investment funds to help renovate our
guest rooms, conference rooms, business
services, in-room mini-bars and a leisure club.
These new amenities will complete the
fundamentals of our hotel venture.

Target Market
Our potential customer shall be business and leisure guests. With our
goal to satisfy all customers we will strive to live up to the
expectations of all guests and satisfy their needs no matter their
reasons
staying at our hotel. 45%
Demographics
Age
(%) for 10%
25%
20%

Age Group

25 35 Years Old

35 50
Years Old

50 60 Years
Old

60+ Years
Old

Gender

M - 65%
F - 35%

M - 60%
F 40%

M - 55%
F - 45%

M - 40%
F - 60%

Nationality

British 35%

American
25%

South African
35%

Canadian
5%

Family
Status

Single

Married

Engaged

------------------

Profession

Business Related

Technolog
y Related

Leisure
Related

------------------

Income
Level
(Per Month)

$3,000-$10,000

$20,000

$30,000 $45,000

$50,000+

Unique Selling Points

Our hotel, located on the beautiful Durban Golden
Mile,
is close to a metro, train station and airport. Our
staff with
international backgrounds and strong practical
experience
will deliver exceptional support services.
The hotel has excellent facilities and offers
competitive value
for money internationally for Americans and
Europeans.
The hotels decoration and interior design as well
as quality
24 hour service will help guests benefit personally

Marketing Mix
Product: Unique, top quality accommodation and
hospitality.
Price: Reasonable for Target Market:
-$300 per night b&b incl.
Place: Durban coast
Promotion: Advertising, Website (Ads), Sales promotions
People: Polite, Quick to serve, Respectful of customers
Process: Customer Information on a database, internal,
communication between employees, coordination
Physical Evidence: Reception, Signs & Logos, Clean
rooms, Comfortable Furniture, Clean Air, Restaurant and
Customer Service

Operational forecasts
Occupancy:
2016 70%
2017 82%
Profit & Loss 2016:
Income $23million
Cost $19.2million
Profit $3.8 million

Forecasts are based on 300 rooms, let on 70%

occupancy at an
average rate of $300 per night. (This does not
include
conference and catering profits)

Costs
Expenses

Total (Annual)

Electricity

$1,500,000

Gas

$600,000

Maintenance

$750,000

Supplies

$2,700,000

Wages

$11,400,000

Entertainment

$1,200,000

Marketing

$1,050,000

Estimated Yearly Total: $19,200,000

SWOT Analysis

Strengths
Tours
Package

Deals
Conventions
Special Events

Weaknesses
Slow

off-season
Renovation
High Renovation Cost
Exterior facility maintenance

Oppurtunities
Location
High tourist attraction
Great Nightlife
High staff moral
Ideal vacation spot
Recreational

environment

Threats
Competition

during peak season

Weather Conditions
High Crime Rate

Analysis

Situational Analysis
In an environment in which they cannot find
more impersonal competitors, our guests
need to know that they can develop a
relationship with the hotel that will ensure
efficiency, value for theirmoney and
reliability in supplying them with the
support they need, when they need it. The
Durban Resort operates in a city with a
very strong sense of community, and we
want to stay a part of that community.

Situational Analysis
(contd)
The countrys currency is weak and is not in
good standing and there is high crime rate
in the location. However Durban has good
infrastructure and advanced technology.
As well as this there are many sightseeing
spots and our hotel is located right on the
beach-front with an amazing view that is
satisfying for all of our customers.

Competitors Analysis
Our two main competitors are the Hilton Durban
and the Blue Waters Hotel. These two hotels
have similar goals to ours and a similar target
market. They are our main competitors and we
must strive to exceed them while maintaining a
positive relationship with our guests to keep our
customers and out-perform our competition.

Customers Analysis
Our hotels target customers are business
people and holiday makers. We need to
provide a fun, tourist-like environment for
holiday makers to enjoy, while maintaining
formal stature to support business peoples
asks and needs. Our holiday makers will be
after a fun and enjoyable experience full of
opportunities to go to the beach, relaxing by
the pool and partaking in fun activities.
Business people will expect work stations,
Wi-Fi and conference rooms for meetings.

Thank You For Your

Attention!