Analysis and Evaluation of Marketing Solutions of Asean International Hotels.

because the bank has created a large capital source and a long-term customer base for the hotel in 2004.

In there:

Food and beverage services reached VND8,391 billion, accounting for 40.8% of hotel revenue. Revenue from rooms and office rentals reached VND8,202 billion, accounting for 40%.

hotel revenue

Other revenue of VND 3,9477 billion reached 19.2% of hotel revenue.

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The hotel's business results are mainly based on two main business areas: bedrooms and food and beverage services. These two areas always complement each other, bringing the average monthly revenue to more than 1.4 billion VND, ensuring jobs and income for employees. With a growth of 20.13% or 1.8 billion VND, it contributes greatly to the hotel's revenue growth. This is thanks to the increase in room occupancy rate from 63% to 67%, significantly increasing the proportion of accommodation revenue in the hotel's total revenue. In addition, revenue in the food and beverage business also achieved an encouraging growth rate of 4.2% and other services at 5.314%.

The increase in revenue and reduction in cost ratio from 65.7% to 64.5% increased the hotel's profit by VND0.8283 billion or 12.78% compared to 2003.

The average income of employees also increased by 0.25 million VND or 20% compared to 2003.

To achieve the above results, in the past year, the hotel has continuously innovated and upgraded its infrastructure and improved service quality. Regularly sending staff to other agencies to learn about expertise and profession, inviting teachers and experts to provide on-site training for staff, sending staff to study at specialized training schools to improve staff quality to better meet job requirements.

2.3 Analysis and evaluation of marketing solutions of ASEAN international hotels.

ASEAN International Hotel has a department assigned to specialize in Marketing, which is the job of the Marketing department.

2.3.1 Market research . ASEAN tourist market

Based on the current situation as well as the technical facilities and the ability to welcome guests, the hotel has proactively welcomed international guests, mainly Chinese, Russian, French, Japanese, Korean, etc. In addition, the hotel also exploits domestic guests from travel companies in and outside the city such as: Van Hoa tourism company, Quang Ninh tourism company, Hai Phong tourism company, Hanoi Toserco company, VietNam tourism, SaiGon tourist, etc. Besides, the hotel always improves technical facilities, staff, opens many new services in the hotel such as: swimming pool, tennis, office lunch, etc. to not only serve food and rest for tourists in the hotel but also serve transient guests and local guests.

Market research is an essential activity to capture, discover and suggest the needs of tourists. Hotels regularly send marketing staff to conduct field surveys to learn about new needs of the customer market. Marketing staff even have to calculate, consider the situation, and clearly record necessary information about the tourist routes that the hotel plans to build a tour program for when guests request the hotel to organize tours for them. With tourism programs built to serve international tourists, the survey and research are conducted very specifically and meticulously. Places with pristine natural values, historical and cultural values, national identity, etc. are given special attention.

In addition, when researching the hotel market, on-site research methods are also used. In essence, it is the collection of market information through various documents such as:

- Through newspapers and tourism publications. Information that hotels are interested in is: international tourist travel trends, the number of international visitors to Vietnam as well as to Hanoi. New regulations on welcoming international tourists, etc. to grasp the general situation of the current travel and hotel business.

- Information from partners and competitors such as: brochures of travel agencies, hotels, promotions, pricing issues, etc. to choose appropriate solutions, business strategies and competitive strategies.

- Regulations, decisions and statistics of relevant departments.

- Information from reports from departments in the hotel such as reports from the restaurant, reception, room, club, etc. Staff of the above departments often have direct contact with customers, so they have the opportunity to search and grasp the needs of customers easily. They will effectively support the market research work of Marketing staff.

- In addition, the hotel also regularly distributes survey forms to customers, specifically grasping the actual needs of tourists.

After collecting the necessary information, the hotel has classified, processed, reviewed, evaluated,... the most urgent and necessary issues. From there, the hotel can supplement and modify to suit the needs of tourists in order to serve customers with the best quality possible.

2.3.2 Identify target market.

With its own advantages, ASEAN international hotels have clearly identified their target customer groups.

Through understanding the hotel's business goals, we can clearly see the hotel's 9 target markets as follows:

+ Short-term business market.

+ Long term customer market.

+ High-end Vietnamese business travel market.

+ Customers book rooms through associations with preferential rates of which the hotel is a member.

+ Market for conference, seminar and international event participants.

+ European tourist market.

+ High-end Asian tourist market.

+ Online booking and international booking systems.

+ Visitor market.

In these specific markets, the hotel also determines the market share for each market segment and the hotel will strive to achieve the proposed figures:

+ short-term business market: 20%.

+ long-term customer market: 35%.

+ high-end Vietnamese business travel market: 8%.

+ Customers booking rooms through associations with preferential rates of which the hotel is a member: 5%.

+ market for conference, seminar and international event participants: 5%.

+ European tourist market: 10%.

+ high-end Asian tourist market: 10%.

+ Online booking and international booking systems: 5%.

+ visitor market: 2%.

In defining this target market, the hotel focuses on the group of customers that the hotel is best able to serve, which are:

In the European tourist market, the most interested group of guests is French guests. Currently, a large number of French business guests are staying long-term at the hotel. Most of them are guests working at the Vietnam - France hospital. ASEAN International Hotel has a convenient location for guests to travel to work. However, the number of French tourists staying at the hotel is not small, partly thanks to the French guests who have stayed before and introduced them to the hotel.

In the Asian customer segment, the hotel also pays special attention to the Chinese and Korean customers. The hotel is focusing on attracting Chinese and Korean tourists who come on package tours to stay at the hotel. Although the income from this group of customers is not high, Chinese and Korean tourists spend very little on additional services. But the hotel still expects that this market will increasingly bring a large source of revenue to the hotel, because currently the average income per capita of Chinese people tends to increase. Therefore, their demand for tourism will also increase, besides, the spending for travel will also increase. In March 2002, the Vietnam Railway and China Railway signed a contract on international transport by train connecting the two countries, to serve tourists, visiting relatives, ... in which if customers go from Vietnam to Nanning, they only need to use a passport. This factor has partly made the number of Chinese tourists to Vietnam and Hanoi increase and that is also the basis for ASEAN international hotels to focus on this source of customers. Besides purely Chinese and Korean tourists, hotels are also focusing on business travelers and businessmen with higher spending power working in Hanoi because there are currently many Korean investors investing in Vietnam. On the other hand, our government has also unilaterally exempted visas for Korean tourists when entering Vietnam, so the number of Korean tourists entering our country has increased significantly.

In addition to the three international groups of guests mentioned above, the hotel is trying to focus on exploiting another group of guests, which is Japanese guests. However, the hotel has not really exploited its full potential with this group of guests.

As for domestic guests of the hotel, the hotel focuses on serving well the group of business guests from Ho Chi Minh City, Vung Tau, ... coming to work in Hanoi. This group of guests also consumes a lot of services at the hotel and brings a certain level of profit to the guests. In the future, the hotel will try to increase the market share of its domestic business guests.

2.3.3 Marketing-mix solutions of ASEAN international hotels.

2.3.3.1 Product policy.

As a hotel, ASEAN also provides its main products of accommodation and food. However, in addition, the hotel also provides many other additional services such as: organizing domestic and international tours, laundry services, swimming pools, tennis courts, souvenir shops, organizing parties, conferences, etc. These services are to supplement and enrich the hotel's services. To implement these services, the hotel has built a rich and diverse product policy that is always close to reality, to the needs of customers to create conditions for customers to have a wide range of choices and can provide many levels of service for different customers.

* Accommodation products and services: The hotel has 4 types of rooms: 24 Superior rooms, 36 Deluxe rooms, 3 Junior Suite rooms and 3 Royal Suite rooms with full facilities according to international standards and especially the most spacious area and space in Hanoi. The rooms have many different prices and service quality. This product diversification gives customers many options suitable for their payment ability, the equipment in the room is synchronous and relatively modern such as: in all rooms there is a 21 inch Daewoo TV, 3 telephones, pictures, ... for the purpose of unifying the quality

maximum service quality. Guests staying here enjoy a free breakfast, in addition to tea, coffee, fruit, newspapers (New Hanoi, Vietnam News, French newspapers), and free gym.

The rooms are always cleaned to welcome guests. When guests leave the hotel, the room will be completely cleaned again, such as vacuuming the room, changing the sheets, scrubbing the bathtub, toilet, sink, mirrors are cleaned and dried, etc. The rooms are cleaned, scrubbed, and washed once a day and new fruit is replaced once a day.

Housekeeping staff have their own uniforms that are neat, polite and convenient for cleaning guest rooms. The uniforms have badges with the staff's name and the hotel logo.

* Regarding food and beverage products: The hotel has a chain of restaurants, bars and banquet rooms with a capacity of 30 - 300 guests, with a full menu of premium dishes from Asia, Europe in general and from countries with rich culinary traditions such as Vietnam, China, Japan, Korea or France, Italy, ... to best serve the culinary, conference or seminar needs of customers.

+ Restaurant: The hotel's Asian restaurant serves both guests staying at the hotel and visitors, local guests. The restaurant is connected to the kitchen by a staircase and can serve about 200 guests at the same time. The restaurant serves breakfast, lunch (including office lunch service for staff), dinner. Breakfast is served buffet style (self-service). Lunch is served buffet style and à la card (menu) and dinner is only served à la card. The restaurant has typical European and Asian dishes and has a separate non-smoking area. The restaurant staff wear impressive and polite black skirt and white shirt uniforms. In the restaurant, there are many still life paintings of fruits and there is always melodious instrumental music to help guests relax. In addition, there are many green trees in the restaurant to create an atmosphere.

cool for guests to eat. The dining table is beautifully decorated, harmonious and always has a vase of fresh flowers on top. The menu is written on hard cover in two languages: Vietnamese and English, convenient for guests when ordering. In addition to serving guests here, the restaurant also serves in the living room when guests request (room service). The restaurant has a small bar to serve guests on request with some types of fruit juices and beer and wine.

+ Banquet room: the banquet room can organize seminars, large conferences, standing parties, seated parties with about 300 guests. The banquet room will be cleaned according to the guests' requests. The banquet room has an open, cool area and many trees.

+ Club: located on the 2nd floor, serving breakfast and serving guests' drinking needs with a small bar relatively full of high-quality wines. This club is quite large, quiet space and located next to the hotel's conference room. When necessary, the conference room can be connected to the hotel's club to be able to serve more conference guests.

+ Bar: located on the 3rd floor of the newly built and put into operation sports center in 2004. The bar not only serves guests coming to the swimming pool but also serves outside guests. The location of the bar is quite ideal, located on the roof of the sports center with fresh air because you can enjoy drinks outdoors.

+ Meeting room: organizes small-scale conferences with 60 attendees or 90 guests. Average price for each room is about $100

– $220. The room is located on the 2nd floor with a very quiet club. The meeting room is equipped with meeting facilities such as: microphone, podium, stage, speakers, etc. The restaurant also provides meeting and party services.

* Not only providing accommodation and food services, the hotel also meets the needs of tourists by organizing short-term and long-term tours both domestically and internationally with many different prices to serve many groups of guests with different payment levels. This service is provided by the hotel's tourism operations department.