“A Place Of Rest”

Submitted To: Prof. Sharief Maklad

From: Akhil Choudhary
Course: MKM(MMT)
Student Id: 112559190
Audience Map For Motel…
Personality:
 Eng Huang is a person who is ready to take
risks which can be clearly seen from his
actions, where he quit his job to own a
hotel and run it.
 His attitude reflects that he is very much
open to changes.
Power:
 The major players who would take all the
decisions would be Eng Huang and his
wife, because they are the owners.
 A chief Accountant would be there to
make all investment related decisions and
change is tariffs.
Access:
 Presenting a deck that indicates the
investments that has to be made and the
long run ROI’s by procuring either of the
franchisees.
 Adding high quality images to make the
presentation much easier to understand.
Resistance:
 Would this investment will actually help
them to increase occupancy and there
revenues?
 Also sharing the Pro’s & Cons of getting
into the franchise model of hoteling.
The Main Message…

 Eng Huang should opt for the franchise of Days Inn. As it will not require him to invest much on it
and only minor changes are needed on current infrastructure.
 This will help him to keep the prices of the room same as earlier and there sales promotions and
brand recognition will eventually increase the room occupancy.
 By making no changes to the prices, they can easily target the audience like, senior citizens, the
military, school sports teams, educators and frequent business travelers.
 With no problems regarding the day to day operations, Huang and his wife could continue doing the
same. Which would mean they can keep the hotel up to the benchmarks of the franchise and not
jeopardize losing it.
 Days Inn has a unified booking system in place previously that could help with growth of the sales
and gain more attention using their brand name.
 The offers that they come up with are also unified to the right audience, giving incentives and
better prices on loyalty programs.
S.C.Q: Situation, Catalyst, Question

Situation Catalyst Questions

• The tenancy rates • To transform their • What
and revenues are way of operating transformations
decreasing for the the hotel or could they do to
hotel and want to choosing the their business
look for more to franchise model of model to escalate
increase the either Holiday Inn their tenancy and
same. or Days Inn. revenues?
Inductive Argument Map…

Modifications that SleepEasy Motel Can execute to grow the occupancy and
revenue streams

Purchase the Purchase the Renovating

franchise for Days franchise for amenities in their
Inn. Holidays Inn. prevailing
property.

Less Investment More investment Investments to

and no difference and increased add swimming
in room prices. room prices. pool, restaurants,
gaming zone, Etc.
Thank You