Under the Third Industrial Master Plan (IMP3), 2006-2020, the Malaysian economy is targeted to grow at 6.3% during the entire IMP3 period. The non-Government services sector is targeted to assume a major role in contributing to the economic growth. A major focus of the development is the promotion of exports, including positioning Malaysia to become a regional centre for selected services.
The Industrial Master Plan has identified eight sub-sectors for further development and promotion in the light of their potential for greater global integration and exports: business and professional services, logistics, ICT services, distributive trade, construction, education and training, healthcare services and tourism services. Of the eight targeted services sub-sectors, four have the potential to be developed as regional centres: tourism services, education, distribution, and health services.
We have selected the tourism services sector and choose one of the 5-star hotel located in the Golden Triangle of Kuala Lumpur, namely the Prince Hotel & Residence Kuala Lumpur to write a marketing plan for the Hotel to promote and grow its export of services to targeted international markets. In this regard, our marketing plan will only consider Mode 2 i.e. consumption abroad of the four modes of services trade. That means our marketing plan will only concentrate on attracting service consumers of another country to travel to our country to consume the services here.
1. Company Description
Prince Hotel & Residence Kuala Lumpur was set up in July 2002 and starts its operation in February 2003. Strategically located in the heart of Kuala Lumpur, Prince Hotel and Residence is a 5-star international hotel and serviced apartments located within the Golden Triangle (Appendix 1) and a short stroll from Kuala Lumpur Convention Centre, Petronas Twin Tower, Suria KLCC Shopping Mall, Pavilion and Bukit Bintang Shopping district. The Hotel provides a full range of products and services that meets the business and leisure needs of its guests from hotel rooms, apartments, wine and dines, to conferences, meetings and banqueting. As the cities newest five-star hotel, the Prince is designed especially with today's discerning traveler in mind. The Prince offers comfortable, contemporary accommodations and boasting unmatched standards of excellence, as well as friendly and personalized service. The accommodations are attractively decorated with a contemporary décor and luxurious amenities.
1. Products and Services
Core products and service offered by the Hotel can be summarized in the following Table 1 and details are provided in Appendix 2:
Table 1 Core Product and Services of Prince Hotel and Residence KL |Accommodation |Wine and Dine |Conferences, Meetings and |Facilities | | | |Banqueting | | |Hotel rooms (458 units) |Eccucino |Conferences & Meeting Planner |Kid’s Club | |Serviced apartments (160 |Tai Zi Heen (Chinese) |Banquet themed dinners |Fitness Centre | |units) |Taishojin (Japanese) |Wedding package |Mandara Spa | | |Mezzanine Bar & Lounge | |Outdoor Landscaped Swimming | | |Fidel’s Cigar Room | |Pool | | |Terrace Poolside & Grill | |Tropical Garden | | | | | |
Despite it is the newest 5-star hotel in town, it hotel...