CASE STUDY

4 (EXE
HOTEL)
GONZALEZ-GUINTO-LASQUETY-LAUDIT
•
CONTENTS
Title of the Case
• Time Context
• Perspective
• Statement of the Problem
• Statement of the Objective

LONG RANGE AND SHORT RANGE OBJECTIVE

• AREAS OF CONSIDERATION
• ALTERNATIVE COURSES OF ACTION
• DECISION MATRIX
• CONCLUSION
• RECOMMENDATION
• ACTION PLAN
• GANTT CHART
• Title of the Case: Exe hotel
• Time Context: October 2017
• Perspective: Manager of EXE hotel
 STATEMENT OF THE PROBLEM

• One of the most difficult tasks facing hotel managers today is to provide and
maintain customer satisfaction. Professionals in the tourist business have noticed
an increase in customer demand for high-quality products and services.
Relationships with guests are a strategic asset. The starting point for defining
business is the asset of the organization and customer satisfaction. Positive
interactions can help customers become more committed and enhance their return
rate in this situation. Because of the significantly favorable association between
guests' overall satisfaction levels and the likelihood of returning to the same hotel,
long-term and mutually beneficial partnerships between consumers and hotels are
becoming increasingly crucial.
 STATEMENT OF OBJECTIVE

• To devise marketing strategies to help increase the Hotel’s

occupancy rate
• To prepare an action plan for the marketing department to
increase the hotel’s exposure to the market
 AREAS OF CONSIDERATION

• 48.9% only is the monthlyaverage of occupancy

rate
• Strategies to increase the hotels occupancy rate
 ALTERNATIVE COURSES OF
ACTION

• Hotel promotes “two for the price of one”

• Must be approachable to their guests
 DECISION MATRIX
VARIABLES Hotel promotes “two” Must be
for the price of one approachable to their
guests
RISKS 4 4
COSTS 4 4
BENEFITS 5 1
EASE OF 1 4
IMPLEMENTATION
TOTAL 14 (Highest) 13
 CONCLUSION
• The central issue of EXEHotel is proud of its complete and state-of-the-art facilities. They transparent
and this makes their customer happy. It is confronted with the great challenges. Its average monthly
occupancy rate is only 48.9%.
• In conclusion the problem of EXE Hotel to encourage more customers is to promote the stack-of-the-
art-facility and the accommodation in their hotel.The problem can be solved by selecting the number
one alternate course of action.
• Despite having superb services, technological gadgets, and other communication needs, they have a
low occupancy rate. It means that one cause is that they haven't properly marketed their company, and
its execution isn't sufficient to reach out to the market. It is critical to have a distinct and successful
marketing strategy in place in order to attract more repeat customers as well as those who are still
looking for a hotel to stay in for business meetings, seminars, or simply for pleasure.
• As a result, you will attract a larger number of consumers and will be able to meet your monthly
occupancy rate targets. All marketing methods have the ability to increase the value of the company.
All of these advantages can help you get a competitive advantage in the market, as there are many
hotels that operate and may compete for your valued consumers.
 RECOMMENDATION
This time, the hotel should consider the most effective marketing techniques for attracting
more repeat clients. A distinct and effective marketing strategy should be prioritized in
order to pursue additional opportunities and benefits for the company.
They can gain more of the same with their new consumers if this strategy/marketing is
effective and maintained, because they already have a good relationship with their existing
clients or valued customers. At terms of activities and amenities, they must improve and
add more “gimiks” for guests to enjoy their stay in the hotel, particularly children and
teenagers who enjoy engaging in fun activities.
We recommend the company promote the capacity and hospitality of the hotel to
encourage more customer.
 ACTION PLAN: MARKETING
PLANNING & IMPLEMENTATION
ACTIVITIES OBJECTIVES DIVISION PERSON TIME
RESPONSIBILITY
1. Board To discuss Executive CEO, Board of 1 month
Meeting about the Department Directors and
proposed plans, Department Heads
prepare the
necessary
materials
needed, and
present the time
frame fthe
implementation
and budgeting
 ACTION PLAN: MARKETING
PLANNING & IMPLEMENTATION
ACTIVITIES OBJECTIVES DIVISION PERSONS TIME
RESPONSIBLE

2. Proposed To allocate for Finance Finance 1 month

Budget the advertising Department Manager
Allocation cost promotions
on the hotel
rooms
availability and
costs for the
sponsored
events (ex.
Parties)
 ACTION PLAN: MARKETING
PLANNING & IMPLEMENTATION
ACTIVITIES OBJECTIVES DIVISION PERSONS TIME
RESPONSIBLE
3. Conduct To conduct a Office if Promotions 1-2 weeks
stronger better advertsing promotions Team
Advertisement strategies and
for EXE HOTEL look for potential
advertisement
sponsors
 ACTION PLAN: MARKETING
PLANNING & IMPLEMENTATION
ACTIVITIES OBJECTIVES DIVISION PERSONS TIME
RESPONSIBLE
4.Develop easy To provide Information Head of 2 weeks
access of potential and Technology Information
admission to loyal customers Department Technology
hotel rooms the best and Department
easiest way of
checking in
through the use
of advance
technologies
such as online
reservations and
telephone
access
 ACTION PLAN: MARKETING
PLANNING & IMPLEMENTATION
ACTIVITIES OBJECTIVES DIVISOON PERSONS TIME
RESPONSIBLE
5. Events for all To sponsor Social Events Events Team 1 month
ages events for all Department
ages that can
boost the Hotel’s
reputation and
possibly its sales
6. Periodic To review and Executive Team Leaders Monthly
evaluation for ensure that the Department
the proposed proposal is
implenetation being
and strategic implemented
plans correctly and
efficiently
 GANTT CHART
ACTVITES JAN FEB MAR APR MAY JUNE JULY AUG SEP OC N D
T O E
V C
Build a long x x x x x x x x x x x x
term loyalty
relationship
with
customers i.e
discounts,
special
offers,
frequency
programs
 JA FEB MAR APR MAY JUN JULY AUG SEP OCT N DE
N E O C
V
Adverti x x x x x x x x x x x x
se
online
through
social
media
Create x x
a
website
or an
online
platfor
m
 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
E Y
Set X
up
24/7
toll-
free
(pho
ne
and
e-
mail)
THANK YOU