1. Outline the business
The boutique hotel that I am planning to operate is named ‘MUX boutique hotel’, which is located near to strait of Singapore. Unlike the traditional standardized hotel, MUX offer luxury facilities of varying degrees in unique or intimate settings with the opportunity to explore the local atmosphere. Generally, concept that this hotel wants to delivery for is a type of relaxing and fashionable lifestyle outside the city. It aims to provide incredible view, comfortable and noble living experience for high-end travellers and vacationers. On the basic sides, the hotel has 6 floors, contains nearly 80 houses and will be equipped a complete set of high standard hardware facilities and hotel service system, professional hotel workers will be hired so as to provide high quality service. What this boutique hotel plans to do is summarized as follows: 1.1 Positioning high-end market.
MUX treats high-end crowds as the major consumption group and provides them a superior service and living environment.
1.2 Controlling the scale of MUX.
In order to provide customers a comfortable environment, the scale of MUX will be controlled to be ‘boutique’, the term which is originally used to describe small shops specialized in sales of certain fashionable products. Therefore, guest room is limited provided and the room area is expected to be spacious enough. The goal that MUX tries to achieve is make customers be served all the time and ensure their private space by controlling the guest flows.
1.3 Provide butler service.
GH aims to provide customized and personalized butler service for customers. Therefore, five times number of workers than the guests will be trained to meet all personal requirements of guests. Guests also can ask for housekeepers for 24 ‘follow service’. In addition, servers are available at anytime and anywhere.
2. Standing plan
2.1 Executive summary
MUX located in Sentosa Island, where is the southest of Singapore and directly facing the ocean. The hotel will offer a total of 80 guest rooms, of which 40 for standard room, ten for sunset suit, ten for infinity suit, and twenty for Ocean view suit. Located in front of ocean and near to the famous universal studio and Sentosa golf club, MUX aim to build a private place, provide luxury service and superior experience for customers who want to enjoy a peaceful and relaxing holidays. Close near to the ocean, MUX make sure that customers can enjoy the beaches, bars and restaurants with magnificent sea views in all directions. MUX boutique hotel will completely equipped with one private beach, two public solar-heated infinite pools, one pool-sides bar with various kinds of local beer and wine, one restaurant with delicious worldwide foods and fantastic ocean views. The message service and luxury car service for picking up or touring are also provided. There are 40 employees and 20 housekeepers around customers to look after every need of them in 24 hours.
To ensure the long-term development and maximize customer’s satisfactions, many kinds of objectives are set by MUX, which is also significant in directing the operation of MUX boutique hotel. There are two dimensions related to MUX’s objectives: the long-term and short-term objectives.
In long term, MUX plans to be the best and most unique boutique hotel with local culture for leisure traveller and vacationers in Singapore. In addition, the main goal of MUX is to create constant positive relationship with customers and make MUX to be the well- known boutique hotel in Singapore and create the good reputations among guests.
In short term, the objective are displayed in various dimensions, including the revenue, occupancy rate, market share of boutique hotel industry in Singapore and receiving quantity, and are listed respectively as follows: (for the first year)
For the first three months, the revenue should reach 540,000 dollars, and...
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