Brand Strategy Depends on Product Strategy

- Requires a huge marketing budget. If not met, it will not be effective and the brand may die young.

- Requires smooth and close coordination in implementing the marketing plan. Related plans such as sales plan, supply and logistics plan, distribution channel development plan, promotion plan... must be organized and coordinated smoothly in order to promptly grasp the effects created by ATL communication and the achievements that the brand has achieved.

- There is almost no chance of doing it again if you fail.

This strategy often works better in B2C markets (consumer goods markets) where customers buy products because they believe in intangible values (personal emotional relationships with a brand, personality, characteristics of a brand...).

1.2.3.2 Brand strategy depends on product strategy

With this strategy, the brand is built on the company's ability in product technology. In other words, people build a product based on creative technology capabilities, create outstanding differences for the product, then build a communication strategy to bring the product to the market through a suitable positioning with the product's features, characteristics, and benefits compared to competing products.

*Strengths

- Considered "slow and steady", low risk because the brand is based on the foundation of "a good product" supported by a strong research and development platform.

- Without requiring a huge marketing budget, many brands are built without even needing ATL communication.

*Weaknesses

- Slower market growth and penetration compared to brand strategy leading product strategy. Opportunities may be missed if competitors are faster.

- It is difficult to achieve high-end positioning in a short time.

- Risk when product strengths are weakened.

- Requires maintaining a continuous research and development budget to continuously improve products and create new products.

This brand strategy is suitable for businesses that focus on product quality and specialized technology, very popular for industry groups in the B2B market where buyers choose products because of the tangible values (quality, features, benefits, technology...) of the product rather than the intangible values (personal emotional relationship with a brand, personality, brand characteristics...).

1.2.3.3 Hybrid Strategy

In reality, many businesses start with a brand strategy leading the product strategy, then due to competitive pressure, they are forced to adjust the brand strategy and apply a brand strategy that depends on the product strategy to maintain market position.

At the same time, many businesses start building their brand based on product technology, then adjust their strategy by applying additional brand strategy leading to product strategy to create added value for the brand.

The same goal is to build a strong brand but there are many ways. A strategy that has brought good results for business A does not mean that it will also be effective for business B. Businesses choose a direction that is suitable for their market characteristics, competitive situation and business capabilities.

CHAPTER 2: CURRENT STATE OF THE NICE SWAN NHA TRANG HOTEL BRAND ISSUE

2.1 Overview of Nice Swan Nha Trang Hotel

ECH

2.1.1 History of formation and development of the hotel

Figure 2.1 Nice Swan Hotel

*Address: 44 Hung Vuong, Nha Trang, Vietnam.

*Tel: +84 058 3525 680 - 3522 678.

*Fax: +84 058 3525 545.

*Email: info@niceswanhotel.vn.

*Website: www.niceswanhotel.vn.

Nice Swan is a beautiful and modern hotel in the coastal city of Nha Trang, located in the city center, a few steps away from Nha Trang beach. The hotel is a 3-star hotel with 77 spacious and airy rooms and a team of dynamic and professional staff.

On November 15, 2010, Nice Swan Hotel began to build its first foundation. After 14 months of construction, on January 17, 2012, the hotel opened and has been operating until now. Nice Swan Hotel belongs to Tan Ky Company Limited. Tan Ky Company Limited is a private company, with business registration and tax certificate number: 4200194046 issued by the City People's Committee. Tan Ky Company Limited, owned by Mr. Nguyen Quang Vinh, has a seal registration certificate number 2507/DKMD.

2.2.2 Technical facilities of the hotel

2.2.2.1 Number of rooms

Nice Swan Hotel has 77 spacious, airy rooms, a swimming pool system on the 9th floor and a restaurant on the ground floor. All rooms are equipped with many amenities such as: refrigerator, telephone, magnetic card, air conditioner, dressing table, 32 inch LCD TV, water heater, etc. There is a wifi internet system covering all rooms in the hotel with the wifi password "Niceswan44" (Nice swan is the hotel name, 44 is the hotel address).

2.2.2.2 Room classification

The hotel has 5 room types :

+ Executive: - Room area 50-60 m 2 .

- Room type 1 or 2 beds.

- Bed type 1m8.

- Sea view room, with private balcony.

- Room with bathtub.

+ Suite : - Room area 40-45 m 2 .

- Room type 2 or 3 beds.

- Bed type 1m4 or 1m6.

- Room with sea view, city view.

- Room with bathtub or standing bathtub.

+ Duluxe : - Room area 30-34 m 2 .

- Room type 1 or 2 beds.

- Bed type 1m4 or 1m6.

- Room with sea view, city view.

+ Superior : - Room area 25-28 m 2 .

- Room type 1 or 2 beds.

- Bed type 1m4 or 1m6.

- Room with sea view, city view.

+ Standard : - Room area 22-24 m 2 .

- Room type 1 or 2 beds.

- Bed type 1m4 or 1m6.

- Room with sea view, city view.

All room types above have check-in after 12:00 and check-out before 12:00

2.2.2.3 Room price list

Table 2.2 Room rates

Room type

Room rates
Executive	40-50 USD
Suite	30-40 USD
Duluxe	25-30 USD
Superior	20-30 USD
Standard	20-25 USD

Maybe you are interested!

Room rates above include VAT, room rates change during summer, holidays, Tet.

2.2.3 Field of hotel operations

2.2.3.1 About accommodation

The hotel has 77 spacious and airy rooms with modern in-room amenities to meet the needs of many customers such as: air conditioning, wireless internet in all rooms, 32-inch Toshiba TV with many satellite channels, credit cards

Magnetic lock, safe, international direct long-distance telephone, modern elevator, swimming pool... In order to create a happy and joyful atmosphere for customers when staying at the hotel, the hotel provides many services to satisfy many needs of customers such as: airport pick-up and drop-off service, daily clothes steaming and ironing service, polite tea room, tour service, currency exchange service, motorbike and bicycle rental service.

2.2.3.2 About food and drink

The hotel has a restaurant located on the ground floor of the hotel specializing in serving breakfast dishes for guests such as: butter and jam sandwiches, tomato and bell pepper sandwiches, banana pancakes, lemon and honey pancakes, bruschesta... and drinks such as: mango smoothie, banana smoothie, watermelon juice... and other bottled, boxed, canned drinks such as: green tea, mineral water, bird's nest drinks, Heniken beer, 333 beer... In order to create a feeling of dedicated service for customers, when calling 400 (the restaurant's phone number), customers will have the restaurant staff bring food to their room.

2.2.4 Hotel organizational structure

2.2.4.1 Hotel organizational chart

CEO

Set	Set	Set	Set	Set
part	part	part	part	part
ceremony	room	home	Technically	safe
new		row	technique	security

Diagram 2.3 Nice Swan Hotel Organizational Structure

2.2.4.2 Functions and tasks of departments

Since this is a private hotel, the organizational structure follows the owner model, all departments have equal authority and are under the management and operation of the director (owner). Below are the functions and tasks of the departments:

+ Executive Director : Manage all hotel activities, grasp the business situation, as well as arising problems and find solutions, strictly comply with the policies and laws of the state, set out strategies, goals and choose the business direction of the enterprise, and be the person with overall responsibility for the hotel's business activities.

+ Reception department : Grasp the current status of the hotel rooms to introduce them to guests, arrange them to suit the needs of each type of guest. Welcome and guide guests through check-in and check-out procedures according to hotel regulations. Receive requests and complaints from guests about business services. From there, notify other departments so that these departments can promptly adjust to meet the needs of guests. Manage hotel entry and exit, make a list of guest consumption. Introduce guests to the hotel's existing services to satisfy their needs and increase hotel revenue.

+ Housekeeping department : Is the main business of the hotel, responsible for organizing the reception and serving the guests' resting place. Taking care of the guests' rest and providing full services that guests request within the scope of the housekeeping department. Regularly and periodically cleaning the bedrooms, restaurants and the entire area outside the hotel. Responsible to the director for all assets in the rooms. Reflecting the guests' compliments and criticisms to related departments, helping each other, learning foreign language expertise, improving working methods. Providing towels, face towels, slippers, drinking water, hair curlers... when guests request.

+ Restaurant department : Serve the dining needs of hotel guests. Create delicious dishes and satisfy guests with quality and service. Regularly ask guests for their opinions on the quality of the dishes, as well as their feedback to help improve the quality of the dishes.

increase revenue from hotel food and beverage business.

+ Technical department : Has the function and task of repairing and maintaining equipment.

Use hotel facilities when damaged.

+ Security department: Responsible for guiding guests to parking, keeping vehicles and protecting hotel assets, ensuring security and safety in the hotel and in front of the hotel lobby.

2.2.5 Hotel performance after 6 months

Table 2.4 6-month revenue of Nice Swan Hotel

Part

January	February	March	April	May	June
Room	625,954.	910.911.	887,964.	751,905.	723,828.	1,697,850
room	000	750	000	000	403	.000
Home	25,200.0	49,300.0	49,600.0	45,000.0	39,382.0	76,549.00
row	00	00	00	00	00	0
Other services	284,382. 000	326,394. 000	312,493. 000	269,839. 000	247,927. 000	523.642.0 00
Total revenue	935,536. 000	1,286.60 5,750	1,250.05 7,000	1,066.74 4,000	1.011.08 3.403	2,298,041 .000

Source: Nice Swan Hotel

Comment :

Through the revenue table of the above departments such as: room department, restaurant department. We see that the revenue of the room department accounts for a high proportion over the past 6 months, because the room department is the main business area, so the hotel focuses on investing in it to attract guests. Because the hotel opened and operated on January 17, 2012 (the 25th day of the Lunar New Year), the hotel's revenue in the second half of January was 935,536,000 VND, while in February the revenue was 1,286,605,750 VND, an increase of only 351,069,750 VND compared to January. Because January and February are the time during and outside of the Lunar New Year, many guests travel and relax, so the hotel's revenue in January and February is higher than the other two months. In April, hotel revenue was lower than in February and March, reaching only VND 1,066,744,000, the reason being