2.1 Singapore Fairmont hotel company background3
2.2 The current issue4
3. Situation analysis5
3.1 Market context5
3.2 SWOT analysis6
3.3 Competitor analysis8
4. Implement business plan9
4.1 Plan A- Establishment of Service Level Support System in Hotel Industry9 4.2 Plan B-Strengthen Customer Management10
4.3 Plan C-Effective E-promotion to increase brings stable and potential guest sources for hotels11 4.4 Plan D-Effective public relations to improve the popularity of the hotel11 5. Conclusion13
1. Executive summary
The continuous decrease of number of tourists has a direct impact to tourism. It immediately reflects in aspect of hotel outstanding achievements. The Fairmont Singapore need to comprehend how organization increases and measure customer satisfaction, what efforts need to be made, what are the advantages and disadvantages, etc. This paper first analysis the market context, and competitive environment of Fairmont Singapore, it first analysis the external environment factors that affect the business of Fairmont Singapore, and second analysis the internal resource factors that affect the business of Fairmont Singapore, it apply SWOT (strength, weakness, opportunity and threat) to comprehensive assessment of the Fairmont Singapore advantages, disadvantages, opportunities and challenges.
This study may help marketers to identify their markets. And Fairmont Singapore have the strength and opportunity to overcome its weakness and threat, by understanding these aspects, marketer can build better marketing plan. The company’s product must be carefully matched to the customers’ needs and the product, price, place and promotion form part of an appropriate marketing strategy. Fairmont Singapore writes an implement business plan that clearly demonstrates in the context of this Singapore based company. It calls for establishment of Service Level Support / G2 c. K+ ], w5 i1 ^- f/ O3 z: f" @Strengthen Customer Management, Effective E-promotion to increase brings stable and potential guest sources for hotels and Effective public relations to improve the popularity of the hotel.
2.1 Singapore Fairmont hotel company background
The Singapore Fairmont hotel is ideally situated at the crossroads of Singapore's business, cultural, entertainment and shopping districts. The Fairmont Singapore hotel has 769 luxurious guestrooms and suites, a collection of 16 distinctive restaurants and bars and 70,000 square feet of prime meeting space. And there is also Willow Stream Spa, one of the largest spa facilities in Asia, offering the best in spa and fitness services. The Fairmont Singapore position it’s as high quality and high price, Fairmont Singapore keep price stable, Fairmont Singapore’s price be higher little bit morn than others in the future, because this the high quality equipment cost may higher than others, it is Four Star Rating (highest accolade achieved by only 5 Singapore hotels) – Forbes Travel Guide 2011, One of the world’s Top 20 Best Overseas Business Hotels voted by the readers of Condé Nast Traveller magazine in 2010 (the only Singapore-based hotel that made the list) The Fairmont Singapore adheres to the highest standards in service and quality. The Fairmont Singapore target on business group, top grade customer, there are Generation X and Baby Boomer (born from the mid-1960s to the mid-1970s), those are executive households that have bigger market size, high-expected profitability, and low competitor attack
2.2 The current issue
The continuous decrease of number of tourists has a direct impact to tourism. It immediately reflects in aspect of hotel outstanding achievements. The average hotel room charge fall to $196, which go down by 18.5% compared with last year(Ibrahim, et.al, 2012). Thus the sales of Fairmont...