Case Study 4 (Exe Hotel)

CASE STUDY
4 (EXE
HOTEL)
GONZALEZ-GUINTO-LASQUETY-LAUDIT
•
CONTENTS
Title of the Case: Exe hotel
• Time Context: October 2017
• Perspective: Manager
• Statement of the Problem
• Statement of the Objective
LONG RANGE AND SHORT RANGE OBJECTIVE

• AREAS OF CONSIDERATION
• ALTERNATIVE COURSES OF ACTION
• DECISION MATRIX
• CONCLUSION
• RECOMMENDATION
• ACTION PLAN
• GANTT CHART
STATEMENT OF THE PROBLEM
STATEMENT OF OBJECTIVE
• To devise marketing strategies to help increase the Hotel’s

occupancy rate
• To prepare an action plan for the marketing department to
increase the hotel’s exposure to the market
SWOT ANALYSIS
2. Weaknesses:
• High dependency on tourists, which are highly sensitive to political events.
• High seasonal dependency for most parts of the sector
3. Opportunities:
• Being one of the most popular Hotels in the City the dense population could be a
boost for • higher revenues and utilization of idle rooms
SWOT ANALYSIS
4. Threats:
• If the climate threat grows, long distance travelling might decrease and thereby hurt the sector.
• Cheaper and more robust hospitality services are mushrooming each day. Airbnb is the primary
threat to the hotel industry, for that matter.
AREAS OF CONSIDERATION
1. General perception of customers (prospective

customers) about the hotel.
2. 2. Customers are limited to old and current
customers.
3. 3. Increased competition.
ALTERNATIVE COURSES OF
ACTION
1. Include upper middle and middle class customers

in the target market segment.
2. Cater the needs of companies and other
organization by offering rooms for business
discussions and meetings
DECISION MATRIX
VARIABLES 1 2
RISKS 3 4
COSTS 3 4
BENEFITS 5 1
EASE OF 3 4
IMPLEMENTATION
TOTAL 14 13
ACTION PLAN
ACTIVITIES OBJECTIVE DIVISION PERSON COST TIME
RESPONSBILE
Build a long To appeal to Marketing Marketing Head ₱200,000 Through

term loyalty the new target Department out the
relationship segment. year
with
customers i.e
discounts,
special offers,
frequency
programs and
club
marketing
programs,
and award
programs
ACTION PLAN
RESPONSIBLE
Advertise To make Marketing Marketing Head ₱250,000 Throughout
online customers Development the year
through fully aware of
social the services
media provided by
the hotel
Create a To allow IT Chief ₱350,000 6 weeks

web size or customer to Department Information
an online share their Officer
platform reviews and
experiences
to other
customers or
potential
customers
and for
customer
booking
ACTION PLAN
RESPONSIBLE
Set up 24/7 To receive and IT Chief ₱120,000 2 weeks

toll-free act on customer Department Information
hotline complaints and Officer
(phone and recommendations
e-mail)
ACTION PLAN: MARKETING
PLANNING & IMPLEMENTATION
ACTIVITIES OBJECTIVES DIVISION PERSON TIME
RESPONSIBILITY
1. Board To discuss Executive CEO, Board of 1 month
Meeting about the Department Directors and
proposed plans, Department Heads
prepare the
necessary
materials
needed, and
present the time
frame fthe
implementation
and budgeting
ACTIVITIES OBJECTIVES DIVISION PERSONS TIME
RESPONSIBLE
2. Proposed To allocate for Finance Finance 1 month

Budget the advertising Department Manager
Allocation cost promotions
on the hotel
rooms
availability and
costs for the
sponsored
events (ex.
Parties)
RESPONSIBLE
3. Conduct To conduct a Office if Promotions 1-2 weeks
stronger better advertsing promotions Team
Advertisement strategies and
for EXE HOTEL look for potential
advertisement
sponsors
RESPONSIBLE
4.Develop easy To provide Information Head of 2 weeks
access of potential and Technology Information
admission to loyal customers Department Technology
hotel rooms the best and Department
easiest way of
checking in
through the use
of advance
technologies
such as online
reservations and
telephone
access
ACTIVITIES OBJECTIVES DIVISOON PERSONS TIME
RESPONSIBLE
5. Events for all To sponsor Social Events Events Team 1 month
ages events for all Department
ages that can
boost the Hotel’s
reputation and
possibly its sales
6. Periodic To review and Executive Team Leaders Monthly
evaluation for ensure that the Department
the proposed proposal is
implenetation being
and strategic implemented
plans correctly and
efficiently
GANTT CHART
ACTVITES JAN FEB MAR APR MAY JUNE JULY AUG SEP OC N D
T O E
V C
Build a long x x x x x x x x x x x x
term loyalty
relationship
with
customers i.e
discounts,
special
offers,
frequency
programs
JA FEB MAR APR MAY JUN JULY AUG SEP OCT N DE
N E O C
V
Adverti x x x x x x x x x x x x
se
online
through
social
media
Create x x
a
website
or an
online
platfor
m
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
E Y
Set X
up
24/7
toll-
free
(pho
ne
and
e-
mail)
CONCLUSION
The management should focus on the first

alternative which is widening their target segment
as it yields a higher accumulated points compared
to the second alternative.
RECOMMENDATION
Exe Hotel should widen their segment to include

middle and uppermiddle class customers. They can
also cater the needs of companies and other
organization by offering rooms for business
discussions and meetings
THANK YOU

Case Study 4 (Exe Hotel)

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CASE STUDY

LONG RANGE AND SHORT RANGE OBJECTIVE

• To devise marketing strategies to help increase the Hotel’s

• High dependency on tourists, which are highly sensitive to political events.

• High seasonal dependency for most parts of the sector

1. General perception of customers (prospective

1. Include upper middle and middle class customers

Build a long To appeal to Marketing Marketing Head ₱200,000 Through

Create a To allow IT Chief ₱350,000 6 weeks

Set up 24/7 To receive and IT Chief ₱120,000 2 weeks

2. Proposed To allocate for Finance Finance 1 month

The management should focus on the first

Exe Hotel should widen their segment to include

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