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TABLE OF CONTENTS
INTRODUCTION
1. Operating Environment1.1 Hotel Top 5 Nationalities graph1.2 Supply of Rooms
2. Key Marketing Objectives2.1 Market Segments, Occupancy & Turnover
3. Hotel Positioning3.1 SWOT Analysis3.2 Market Perception of Competitive Set
4. Sales & Marketing Action Plans4.1 Strategic Focus by Market Segment
4.2 Pricing4.2.1 Price comparison4.2.2 Hotel Rate Grid 2004
4.3 Activity Plans: Advertising, Direct Marketing, PR, Sales andSponsorships
4.4 Orges
5. Distribution5.1 Allocation Analysis
6. Budget
7. Sales & Marketing Organization Chart
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This section is not applicable anymore for the hotels. A country overview and demographics will be provided to every
General Manager sales in order to complete the Country Sales & Marketing Plan
1.1 Top Five Tourist arrivals by Country of Residence ORGES Hotel
Country of OriginRoom
Nights% Total RNs
Room
Nights% Total RNs
var. %
#####
#####
##########
#####
2003 Actual + Estimate 2004
Top 5 Hotel Guest Origin
Room nights
0
0.2
0.4
0.6
0.8
1
1.2
2003 Actual + Estimate 2004
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2003 2004
Avl. Rms Avl. Rms
Your Hotel Name
Competitor 1
Competitor 2
Competitor 3
Competitor 4Competitor 5
New Hotel 1
New Hotel 2
New Hotel 3
New Hotel 4
TOTAL 0 0
Opening
Date
(dd/mm/yy)
Comments
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#$ %
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Market Perception of competitive Set - 2002Comments:
Hotel Name Rms avail Rms Sold % Occ. ARR MPI ARI RGI
Your Hotel #DIV/0! #DIV/0! #DIV/0! #DIV/0!
Competitor 1 #DIV/0! #DIV/0! #DIV/0! #DIV/0!
Competitor 2 #DIV/0! #DIV/0! #DIV/0! #DIV/0!
Competitor 3 #DIV/0! #DIV/0! #DIV/0! #DIV/0!
Competitor 4 #DIV/0! #DIV/0! #DIV/0! #DIV/0!
Competitor 5 #DIV/0! #DIV/0! #DIV/0! #DIV/0!
Market Average 0 0 #DIV/0! #DIV/0!
2002 Actual
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00 80.00 90.00 100.00
Occupancy rate
AverageRoomRate Your Hotel
Competitor 1
Competitor 2
Competitor 3
Competitor 4
Competitor 5
Market Average
Input your comments in this box
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Market Perception of competitive Set 2003
Comments:
Hotel Name Rms avail Rms Sold % Occ. ARR MPI ARI RGI
Your Hotel #DIV/0! #DIV/0! #DIV/0! #DIV/0!
Competitor 1 #DIV/0! #DIV/0! #DIV/0! #DIV/0!Competitor 2 #DIV/0! #DIV/0! #DIV/0! #DIV/0!
Competitor 3 #DIV/0! #DIV/0! #DIV/0! #DIV/0!
Competitor 4 #DIV/0! #DIV/0! #DIV/0! #DIV/0!
Competitor 5 #DIV/0! #DIV/0! #DIV/0! #DIV/0!
Market Average 0 0 #DIV/0! #DIV/0!
2003 YTD + Forecast
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
0.00 20.00 40.00 60.00 80.00 100.00
Occupancy rate
AverageRoom
Rate Your Hotel
Competitor 1Competitor 2
Competitor 3
Competitor 4
Competitor 5
Market Average
Input your comments in this box
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Market Perception of competitive Set 2004
Comments:
Hotel Name Rms avail Rms Sold % Occ. ARR MPI ARI RGI
Your Hotel #DIV/0! #DIV/0! #DIV/0! #DIV/0!
Competitor 1 #DIV/0! #DIV/0! #DIV/0! #DIV/0!Competitor 2 #DIV/0! #DIV/0! #DIV/0! #DIV/0!
Competitor 3 #DIV/0! #DIV/0! #DIV/0! #DIV/0!
Competitor 4 #DIV/0! #DIV/0! #DIV/0! #DIV/0!
Competitor 5 #DIV/0! #DIV/0! #DIV/0! #DIV/0!
Market Average 0 0 #DIV/0! #DIV/0!
2004
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
0.00 20.00 40.00 60.00 80.00 100.00
Occupancy rate
AverageRoomRate Your Hotel
Competitor 1Competitor 2
Competitor 3
Competitor 4
Competitor 5
Market Average
Input your comments in this box
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2002 actual 2003 Budget2003 actual Aug
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2002 actual 2003 Budget2003 actual Aug
+ Estimate2004 Budget
2003 - 2004
var.
No. Rooms Rented #DIV/0!
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GROUP % of Total Rooms Rented #DIV/0!
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=.C.=
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2002 actual 2003 Budget2003 actual Aug
+ Estimate2004 Budget
2003 - 2004
var.
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LEISURE Average Rate #VALUE!
INDIVIDUAL % of Total Rooms Rented #DIV/0!Net Revenue #DIV/0!
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2002 actual 2003 Budget2003 actual Aug
+ Estimate2004 Budget
2003 - 2004
var.
No. Rooms Rented #DIV/0!
LEISURE Average Rate #VALUE!
GROUP % of Total Rooms Rented #DIV/0!
Net Revenue #DIV/0!#&%&*'556552&,!)/&!0!32&%/%/!7**2&'()%&*'"4
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CLIENT ORIGIN
% % Total %
EUROPE AUSTRIA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
BELGIUM/ LUX. 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
FRANCE 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
GERMANY 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
ITALY 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !NETHERLANDS 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
RUSSIA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
SCANDINAVIA* 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
SPAIN 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
SWITZERLAND 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
U.K. 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
OTHER EUROPE 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
TOTAL EUROPE 0 0 0 0 ##### 0 0 0 #DIV/ 0 ! 0 #DIV/ 0 ! 0
U.S.A 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
N. AMERICA CANADA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
TOTAL N.AMERICA 0 0 0 0 ##### 0 0 0 #DIV/ 0 ! 0 #DIV/ 0 ! 0
BRAZIL 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
S. AMERICA OTHER S. AMERICA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
TOTAL S.AMERICA 0 0 0 0 ##### 0 0 0 #DIV/ 0 ! 0 #DIV/ 0 ! 0
SOUTH AFRICA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
AFRICA OTHER AFRICA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
TOTAL AFRICA 0 0 0 0 ##### 0 0 0 #DIV/ 0 ! 0 #DIV/ 0 ! 0
ASIA HONG-KONG 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
CHINA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
INDIA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
INDONESIA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
JAPAN 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
KOREA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
LAOS 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
MALAYSIA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
MYANMAR 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
PHILIPPINES 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
SINGAPORE 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
TAIWAN 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
THAILAND 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
VIETNAM 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
OTHER ASIA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
TOTAL ASIA 0 0 0 0 ##### 0 0 0 #DIV/ 0 ! 0 #DIV/ 0 ! 0
OCEANIA AUSTRALIA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
NEW ZEALAND 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
NEW CALEDONIA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
OTHER OCEANIA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !TOTAL OCEANIA 0 0 0 0 ##### 0 0 0 #DIV/ 0 ! 0 #DIV/ 0 ! 0
MID DLE EAST SAUDI ARABIA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
Duba/ U.A.E 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
OTHER MIDDLE EAST 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !
TOTAL MIDDLE EAST 0 0 0 0 ##### 0 0 0 #DIV/ 0 ! 0 #DIV/ 0 ! 0
##### #DIV/ 0 !
TOTAL 0 0 0 0 ##### 0 0 0 #DIV/ 0 ! 0 #DIV/ 0 ! 0
% #DIV/ 0 ! #DIV/ 0 ! #DIV/ 0! #DIV/ 0 ! # DIV/ 0 !
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dividual Groups Crew S.TOTAL dividual Groups S.TOTAL
Local
Currency
room Rvn.
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