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BALI VILLAGE HOTEL
RESORT AND SPA: A CASE STUDY

An undergraduate case study presented to the faculty of the Department of Management College of Business Administration, Management and Marketing Studies, City College of Tagaytay in partial fulfillment of the requirements for graduating with the degree of Bachelor of Science in Business Administration (major in Marketing) with contribution number TC (BSBA) 11-01-403. Prepared under the supervision of Mr. Edilberto P. Lunas

INTRODUCTION
Evidence of hotels and the hospitality industry have been recorded as early as the biblical times when Mary and Joseph arrived in Bethlehem, during the census. As the Bible depicts, Mary and Joseph were refused accommodations because there” was no room at the inn.” Since the beginning of time, people have traveled for commerce, religion, family, health, immigration, education and recreation.

According to the British laws a hotel is a place where a “bonafied traveler can receive food and shelter provided he is in a position to for it and is in a fit condition to receive. Hotels have a very long history, but not as we know today, way back in the 6th century BC when the first inn in and around the city of London began to develop. The first catered to travelers and provided them with a mere roof to stay under. This condition

METHODOLOGY
Time and Place of the Study
The study was conducted at Bali Village Hotel Resort and Spa located at Kaybagal South, Tagaytay City, Cavite from June 2012 to October 2012.

Collection of Data
Primary data and information on the company’s problems faced were accumulated through interview.
Secondary data and relevant information about the company were accumulated from the records of the company such as company’s history, management policies, compensation and benefits, service process, facilities and amenities, marketing strategies as well as their manual and brochures were gathered from the records of the company. Other secondary data were accumulated through the internet.

Method of Analysis
The researchers used observation method to describe the nature of situation of the firm. The collection of data by observation and descriptive method were used in formulating SWOT Analysis, to evaluate Strength, Weakness, Opportunities and Threats of the hotel compared with other hotel businesses.

THE FIRM

Historical Background
Through the years, Bali Village Hotel Resort and Spa located in Tagaytay City was established in 2006 managed by SM Esguerra Corporation.
The owner started to conceptualize a place for small party gatherings. It turned out to be a perfectly unique and brilliant timeless Bali Nipa Hut architecture having crisp, cool climate surroundings. She began to establish this residential Nipa hut to a Hotel Resort because of her passion in hospitality.

Description of the Firm
Bali Village Hotel Resort and Spa is located at Aguinaldo Highway, Kaybagal South, Tagaytay City. It’s famously known for its Bali Nipa hut inspired architecture. Located in the secluded private place, it’s a perfect getaway for rejuvenation, rest and relaxation. The geographical location of Bali Village hotel is shown in figure 1. The hotel is open 24 hours daily. It accepts reservations for all occasions such as wedding, anniversary, and birthday, baptismal and corporate events. This Seven Thousand square meter lot has 2 pavilions and 27 nipa hut rooms. The layout of the village is shown in figure 2. The hotel is like a village which nipa hut rooms are separated. Silvina’s main pavilion has capacity of 200 – 250 persons while Silvina’s Poolside garden Pavilion has capacity of 150 – 200 persons. Wedding and Baptismal ceremony may be held at Bali Worship Chapel.

ORGANIZATION AND MANAGEMENT
The management of Bali Village Hotel had adopted the line-staff structure of organization where it combines the flow of information from the line structure with the staff departments that service,...
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