Sofitel Metropole Hanoi Hotel: Analysis

Table of Contents
INTRODUCTION 3
I. Background information 3
II. Executive summary 3
A. Sofitel Metropole Hanoi Hotel situation analysis 4
I. External environment 4
1. Macro environment 4
2. Micro environment 7
II. Internal environment 10
III. SWOT ANNALYSIS 11
B. Where do we want to be ? 12
I. Why do we need to be innovative? 12
II. Sofitel Metropole Hanoi hotel ’s mission and vision 13
C. How will we get there? 13
D. Marketing mix 4Ps for Sofitel Metropole Hanoi Hotel 18
I. Product 18
II. Price 20
1. Based on occupancy 21
2. Based on customers 22
3. Based on events 23
III. Placement 24
1. Partnership with Tourism Vietnamese 24
2. Partnership with tour operators and meeting planners 25
3. Develop strong internet presence to supplement core services 26
4. Customer service centers (CSCs) 27
IV. Promotion 27
1. Advertising 28
2. Public relation 29
E. How well did we do? Monitor and review marketing performance. 30
I. Financial and forecasts 30
II. Measures to monitor and review marketing performance 31
F. Ethical issues on the marketing mix 36
I. Ethics’ importance in hotel 36
II. The implication of ethical issues on the marketing mix 37
III. Compare with Cherry Hotel in term of marketing ethic responses 38
CONCLUSION 40
REFFERENCE 41

INTRODUCTION

I. Background information
Located at the heart of Hanoi since 1901, Sofitel Metropole Hanoi Hotel has a long history of being a luxury place for many prestigious events and popular rendezvous.Sofitel Metropole Hotel is an award-winning French colonial-style hotel near Hoan Kiem Lake and the magnificent Opera House.This French colonial style Sofitel Hanoi hotel has a rich history and a century long tradition of welcoming ambassadors, writers, heads of state, and entrepreneurs. Features include 363 rooms and suites, a beautiful interior garden, excellent French cuisine at Le Beaulieu, and Hanoi specialties at the Spices Garden. Five function rooms and a swimming pool and fitness Centre are also available at