An Analysis of Saigon Morin Hotel in Hue City Thorough 7ps in Marketing Strategies

TITLE An compendium of Saigon Morin Hotel in Hue city thorough 7Ps in commercialiseplaceing strategies INTRODUCTION The talent to market a hotel in the appropriate way to the appropriate market is essential to the success of the business. For this to succeed, those in key enjoyments read to see the point of intersection that they ar selling and the market to which it is being s venerable. Managers maximize their returns through disposition the market they atomic number 18 operating in and harboring those selling techniques that can beat out attract guests. Hotels are a do indus strive.Hotel productions have the following characteristics insepar aptitude, intangibility, perishability, and variability. As society has qualifyd, with citizenry having to a greater extent(prenominal) disposable income and more free time, at that place has been a growing awareness and desire by a great spot of people for dish out-orientated products much(prenominal)(prenominal) as hot els. Along with this growth, understanding is need for the products that are being marketed. Since the early 1960s many marketers have been utilize the 4Ps market melt (1) product, (2) price, (3) promotion, (4) place.Consideration is given to the change that would result from vary the product, price, promotion, and place in strikement of the organization goals. However, use of the 4Ps is limiting when considering a service orientated business much(prenominal) as a hotel as it does non adequately reflect the complexity of the product. In response to the limitations of the 4Ps merchandising mix, Booms and Bitner (1981) placed a 7P marketing mix. These 7Ps included the 4Ps, adding People, Process, and Physical evidence. STATEMENT OF PROBLEM trade mix plays an classic role in enhancing business efficiency of enterprises. Nowa years, it does apply to not only the material products unless overly the serve, lodging service for example. The marketing mix has chance oned dramat ic every last(predicate)y guest blessedness, cutting frame of fight of service enterprises Saigon Morin Hotel is well-kn profess as the leading hotel in Hue. However, it has been strived to surpass threats coming from the market. Above all, they are faced to the new potential competitors, such as Celadon Hotel, La Resident Hotel, Hue Green Hotel, etcPURPOSE In order to enhance the business efficiency of Saigon Morin Hotel, the study was carried out on the efforts putting the marketing mix into practice from the customer viewpoints, from which solutions was made to remedy the marketing mix for the hotel businesses. The aim of my re explore is to assess the implementation of marketing-mix product await at Hotel Saigon Morin, which focused analysis of state marketing-mix elements of the hotel, marking constraint.The purpose is to propose solutions to improve marketing-mix policies contri yete to resolving the issues. METHODOLOGY Research of my topic leave behind require the p ull togetherion of many statistically figures and hard selective learning. For this reason, I go forth collect a trade good type of the data from online bloods and files. The theoretical cloth is based on Principles & Practice of Marketing book by Jim Blythe. This role model illustrated the outline of marketing purposening process for service organizations. However, the phase of formulating marketing objectives and strategies allow be focused.When researching the Saigon Morin Hotel, I will depend super on files and documentation of statistical figures as well as my ability to collect nurture from managers and employees via the interview process. A good furcate of my research stay will be spent in Hue city interviewing Saigon Morin Hotel customers and non Saigon Morin Hotel consumers uniform to bring forward differing persuasions on the hotel industry. Interviews will be conducted with the help of my uncle who is currently usageing for Saigon Morin Hotel.I plan to s pend time in this hotel interviewing customers and employees of the hotel to understand how this hotel has in person touch on the people. Furthermore, I plan to spend a brief stream in this hotel interviewing the Sales and Marketing manager in order to understand how the people at base of this hotel industry have been impacted by the global expansion of this hotel. Lastly, observational skills will be essential in all stages of my research in order to gain a first-hand perspective of the role that 7Ps plays in the success of the hotels and analyze how 7Ps affected in the procedure of this hotel industry. LIMITATIONSThis research has numerous restrictions that must be taken into depict for including a short time frame, my take aim of experience, my skills in research method actings, language barrier. I remain optimistic that all the limitations foreseen can be overcome. DESCRIPTION OF THE HOTEL make in 1901 by French, the Morin Hotel is one of the oldest hotels in Vietnam. Surv ived through many wars, this is more than a hotel. It is a part of the history of Hue city in the last 100 years. Now lovingly restored to its century-old glory, Saigon Morin is once ready to hold water up to its reputation as the choice of celebrities, intrepid adventures and businessmen.The Hotel offers e precisething a sagacious traveler would expect form a world class hotel without sacrificing the old world charm that made the Morin Hotel legendary. CUSTOMER SATISFACTION According to the statistics, customers staying in Saigon Morin Hotel stated that 88% people are willing to recommend this hotel to others. What is more, the aim of this hotel among 123 people is listed below Excellent 52 people Very good 45 people Average 15 people Poor 7 people Terrible 3 people Ms. Phika from UK said Great Hotel in Hue. We stayed in a deluxe river view room.There are marble floors in the hall and bath, the rest is hardwood and it is creaky no sneaking softly to the bath at night. The room was b adjust, the lighting good with one window wall with a view of the Perfume River. The plumbing is very new-fangled and cool. The king size bed is comfortable and elegant looking when you arrive. The pillows to nap on were huge and gave neck pain the next day, so I ended up sleeping on a smaller fashion designer pillow. The staffs are very helpful and kind. The included buffet breakfast has a good cream and lunch is good at $9 U. S. for pizza/soup or sandwich.The fitness area really needs a better lay out Right now the bathrooms are in the restaurant, the equipment in an open area and a shower outside with a curtain. You would have to dry off and dress in the shower. Other than that, it is a wonderful five star hotel and we certainly would use it again. Ms. Susan Skate from Florida, the States said Loved this hotel Ive been all over the world on business, and Ive seldom had a bigger or more beautiful room, complete with attractive seating area with French doors opening on to a balcony that overlooked the riverfront pathway below.Staff was friendly, food excellent and the halls were lined with vintage photos of the colonial days of Hue, perhaps Vietnams well-nigh beautiful city. If youre here on business, internet connections were good, though allow time to see this fabulous city RESEARCH RESULTS 1. Characteristics of the hotel guests source Customers primarily Saigon Morin Hotel is the tourists that require high quality good service and high affordability. Situation of customers and fluctuations train market of the hotel were studied through data in the period 2002-2004. Market primarily Saigon Morin Hotel is international guests.International visitors in 2002 be for 94. 6% of total visitors in 2004 accounting for 92. 7%. Particularly in 2003, the proportion of international visitors was reduced to 86. 5% due to the impact of the severe acute respiratory syndrome epidemic. Most come from France, America and Japan. Total number of visitors from t hese three markets account for more than 50% of international tourists and visitors from other sources in this market also tends to increase over the years in the period. Based on these statistics, the vomit up has identified target market is the French market customers. cardinal very large market potential for hotel focus is directed to the American market customers and customer markets in Japan. 2. Fluctuation on the number of guests to the hotel the seasonal contemplation chart shows the fluctuations of the number of visitors over the months in 2002 and 2004, we easily recognize the seasonal computer products stay in the hotels Saigon Morin. High season welcoming guests of the hotel is surrounded by October and March next year. At this season, booking a large volume, season the capacity of the hotel reception is limited, thitherfore, the planning reception guests are considered the most important work.In the summer, although the peak season for national tourists but Saigo n Morin Hotel start season away customers because the weather is too hot at this time typeface the harsh summer climate is not suitable for travel habits schedule of most tourist Europe, America. Review the implementation of marketing-mix elements of the hotel Topics conducted evaluating the implementation of marketing-mix elements based on the reviews of customers rough the marketing policies of the hotel. Likert scale used to measure customer perception of marketing insurance polity of the hotel.Assessment of clients tangle made based on statistical frequency and point fair (see table 1) Group 1 Average Scores on the cheer of customers with Product stay hotel The criteria repute frequencies and statistics n Mean Standard Deviation 1 Product indemnity Trademarks cxxv 4. 7 0. 96 Professional 125 4. 09 0. 74 inspiration 125 4. 22 1. 28 Advantage position 125 4. 46 0. 85 Beautiful scenery 125 4. 45 1. 84 protect level 125 4. 01 1. 2 Sanitation 125 3. 9 1 1. 56 Safety 125 4. 18 0. 71 Food supplements 125 3. 40 1. 93 2 Price Policy Calculated satisfactorily 125 3. 5 0. 53 Competitive 125 3. 72 0. 98 flexibleness 125 3. 27 0. 64 Information for visitors 125 3. 36 0. 1 3 Distribution Policy Communication Arts 125 3. 97 1. 13 Identify and meet needs 125 4. 10 1. 28 Practices professional welcome guests 125 3. 90 0. 94 Gadget development 125 3. 3 0. 68 4 Promotion Policy Methods support 125 3. 74 1. 12 Content Information 125 4. 26 0. 98 Effective 125 4. 18 0. 76 (Source The total number of sample surveys.Apr point Likert 5-Very satisfied, 1-Dissatisfied). ? * D? i v? i chinh sach s? n ph? m, di? m trung binh c? a cac tieu chi du? c danh gia kha cao, For form _or_ system of government products, the average sign of the criteria are evaluated fairly high, above 4 points. However, the needs of customers around the fact that so very diverse in some criteria are relatively large standard deviations. ? For pricing, the average score in the range from 3 to 4 points and standard deviation of the statistics does not show that most large customers are not really felicitous with the pricing of the hotel.Considering on the market aspects these results show the status of supply and inquire larger customers to accept high prices. Here, again explained the strategic pricing plane price of the hotel. ? For distribution insurance policy, customers were able to evaluate better identify and meet customer needs by staff in the hotel. This is actually a strong point of the hotel because of the ability to identify and meet the needs of customers will stimulate more customer needs a new higher level, more diversified. ? For policy promotion, customers appreciate the nitty-gritty information of the hotel product. With the significant (? 0. 05), the average standard deviation is 4. 26 and 0. 98 has shown the influence of information content of the advertising message to the detailed evaluation of customer policy in promoting the hotel product. 3. Analysis of factors affecting the policy phylogenesis for the product marketing mix-stay hotel By using the factors selected for study evaluation of marketing policies of the hotel as independent covariants affect the overall assessment of policy marketing-mix of customers, we use the model feedback bit by bit reasoning backward for the rules selected variables affect the intentings of many customers.With a variable selection criteria for inclusion in the model is the probability of F ? 0. 05 and statistical criteria to make a variable from the model is statistical probability of F ? 0. 10 through the stairs of current, Stepwise Regression method of selecting the factors have significant impact felt by customers for each marketing policy of the hotel. Regression models obtained from the specific results of data processing as follows ? 2. 3. 1 K? t qu? phan tich cac nhan t? ?nh hu? ng d? n chinh sach s? n ph? m c? a khach s? n The analysis of factors affecting the policy of the hotel roduct Four-step implementation, the Stepwise Regression method selected four factors are related li priceyly to the customers feel about the policies of the enterprise product, the brand, safety, professionalism and advantages the location of hotels. ? The analysis of factors affecting the pricing of the hotel Two steps of implementation, Stepwise Regression method of selecting both factors have a major impact on customer evaluations of the hotel pricing is calculated by the price and adequate information about the ability to price policies hotel customers. The analysis of factors affecting the distribution policy of the hotel Regression Stepwise regression method was chosen dickens elements are related closely (linear relationship) with detailed reviews of customers about the distribution policy of the hotel is its pure in professional welcome guests Practices and the level of utility system needs to receive bookings for guests. Here are two factors that customers place the greatest concern expressed about the level of satisfaction in marketing distribution policy-mix of the hotel. The analysis of factors affecting the promotion policy of the hotel From the results on the treatment Regression Stepwise regression models, has identified two factors of group policies to agitate products is related linearly to detailed reviews of customers about the marketing-mix policies. Thus, if the hotel focuses on content selection to boost an effective way to increase customer reviews a review on the content level of customer satisfaction marketing-mix policies of the hotel will increase 0. 207 points.Similar explanation, we will see the impact of the selection methods to promote products to the effectiveness of marketing-mix policies of the entire company. People refer to the customers, employees, focusing and everybody else knobbed in it. It is essential for everyone to realize that the reputation of the br and that you are heterogeneous with is in the peoples hands. To be able to understand those characteristics it is necessary to comprehend the staple fiber human characteristics of needs, wants, and contends. People, including employees, stakeholders, and guests, are the core component of the hotel industry.A key part of marketing a hotel to the guest requires an understanding of the needs, wants, and demands of the potential and returning guest. ? needs human beings have many basic needs including food, clothing, safety, feeling of belonging, and so on. When these basic needs are not met the person takes one of two actions (1) looks for an object that will reward the need, or (2) tries to reduce the need. These are influenced by individual personality and culture. ? Wants communication of needs wants are viewed as things that will satisfy needs. Demands buying power of wants people have many wants, but may only have limited ability to purchase when a person has the ability to purchase a want it becomes a demand. The finale to purchase a hotel product normally begins with a need and is affected by some type of stimuli, for example a television commercial, a newspaper advertisement, or the Internet. In many situations the development of a need is a subtle process. Although it may be observed that some people suddenly express that they need something, often this is the outward expression of a developing inner feeling of need.Training has to be on a wide perspective as, even nowadays, there is a big demand of basic training skills, the hotel industry will need, in the near future, a big number of well-trained staff at all levels of the structure, from top management to basic staff like waiters, etc. It refers to the methods and process of providing a service and is hence essential to have a thorough knowledge on whether the services are helpful to the customers, if they are provided in time, if the customers are advised in hand about the services and m any such things. The development of needs in the consumer is a major component of marketing success.In the selection process, customers make repeated decisions as they continually attempt to satisfy their perceived needs. Potential customers looking for a hotel room make a number of decisions when choosing where to stay. The process that they go through in the selection of a product is important for hotel management to understand. Management should know (1) that a cross hotel will be evaluated differently by different guests, (2) where a particular(prenominal) guest is satisfied with one hotel that they may be dissatisfied with another, and (3) the perceptions of guests change over time and with experience.The decision process by potential guests is a complex process. All consumers are the same, they are influenced by numerous factors such as personality, culture and so on. When their needs are put into a condition where they can be communicated they then become wants. There are t he things that a person perceives as having the power to satisfy their needs. This is the beginning of the search process, and the selection of alternatives that would have the ability to satisfy the needs. Although a consumer may identify many needs and wants, not all of these are reborn into a demand for a product.As a result of limited ability to purchase, only a few of the needs and wants may be converted into demands. The ability to purchase relates to the many factors that make up the individual, which include such things as age, income, life experience, gender, previous purchase experiences, etc. An important part of the marketing process is therefore to understand those characteristics that make us individuals and to try to recognize this in such a way that there is a large enough market to successfully target.This process is called market segmentation. To aline all organizational processes, public and private, in order to become highly competitive in the markets. 4. Other problems exist in the policy-mix Marketing By studying the status of development and implementation of policies for marketing mix products stay hotel, the project has discovered a number of problems exist as follows First, the policy of the hotel product tranquillize matters inadequacies, not sum up high satisfaction to customers.The most noteworthy point is the system of complementary products of the hotel also monotonous and lack of tourists has found that demand true. Second factor in the pricing information of the product has not stay just lack sufficient tractableness has become a problem hindering attraction of the hotel guests. Thirdly, marketing plan of Saigon Morin Hotel was a matter of professionalism in the process of distributing products to the market (actually done work and selling) of the hotel still many problems to overcome. Finally, the existence of the work is to promote and advertise products. overly the way of marketing effectiveness, creating a good impres sion to customers, policies to promote products of the hotel is still a gap surrounded by supply and demand. 5. The solutions to improve the policy mix in Marketing-Hotel Saigon Morin A good quality service when it meets the needs and expectations of customers. Therefore, the policy development products, hotels have researched the ability to match the product to market, especially the target market. For high culture and art of receiving and processing feedback from customers.Upon receiving the feedback from customers, the receiving departments must explain how, skillfully handled in the shortest time. Hotels have agreed a methodology than science products, has had to confide on the specific objectives of the hotel as input costs, power use measure and plans for gross sales but also to based on factors beyond the get word of seasonal businesses such as computer, the competition in the market. In reality, there are some guests are not as profitable but higher for hotels large effect in promoting the image and enhance the prestigiousness of the hotel.In this case, the hotel should not be too focused on sales targets which must seize the opportunity to perform activities public relations (PR unblock Relation). Hotels must continue to improve the system of distribution channels. Special devotion must be to develop more representative offices in the domestic market and a source of major customers such as Japan, America, Germany Activities to promote, promote products must consider two issues mainly the content and methods to promote products.Depending on the object receiving the broadcast messages must be designed to match and bring the most effective. CONCLUSION AND RECOMMENDATION The hotel industry is highly competitive and the effective knowledge about customer values and demands is essential to differentiate from competitors and gain sustainable competitive advantage. Implementing traditional marketing strategies is often no eight-day enough to achieve this goal. Relationship marketing has increasingly become more important, as this concept suggests more focus on retaining the customer and creating a win- win situation with a long- term perspective.In traditional marketing there is more focus on acquisition. Most importantly a good balance between acquisition and retention directed to the right segments is essential for future success. Marketing-mix of the overall effort of the business, it is not just create for a tangible product, but also often made for products and services such as product staying. Elements of the marketing-mix is as extremely important role in directing the business operations of the hotel stay and raise the competitiveness of the hotel market.Study of components marketing-mix policies of the Saigon Morin Hotel, we found that, besides the outstanding marketing can be effective for products of the hotel, there are still some problems exist as a system of complementary products also monotonous, lack of product has its own characteristics and meet the demands of the customer (product), pricing policy of the hotel still lacks flexibility, the valuation information to customers lack sufficient (Price), the procedure has not reached professional levels of expertise (distribution) and methods to promote the product not really effective, it is still a gap between supply and demand (Promotion). This reality requires the hotel to soon have the marketing policy adjustment in order to comply with the requirements of the market in the near future. Nh? ng v? nd? du? c nghien c? u va trinh bay trong d? tai nghien c? u nay s? khong danh gia h? t t? t c? nh? ng n? l? marketing ma khach s? n dang theo du? i, cung nhu nh? ng gi? i phap d? xu? t khong ph? i la hoan toan uThese problems are studied and presented in this research project will evaluate all the marketing efforts being pursued by the hotel, as well as proposed solutions are not entirely advantages Vietnamese. These elements are the mar keting-mix tools, the specific objectives to help the hotel achieve common goals and strategic long-term, thereby, creating sustainable growth in the market. OUTLINE OF circumscribe 1. Introduction 2. Methods 3. Research Limitations 4. Description of the hotel 5. Customer satisfaction 6. Research Results 7. conclusion and Recommendation