- Large, clean outdoor swimming pool. - International standard tennis court. - Luxurious, multi-purpose meeting room power. | - No nightclub. - No sauna or massage room. |
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7. Additional Services
Table 14: SWOT analysis
SWOT Matrix
Opportunities-Opportunites 1. Integration trend 2.Customer sources | Threat(S) 1. Competitors 2. Poor business performance 3.Lack of investment capital | |
Strengths(S) 1.Location of the hotel 2.Management experience | S/O coordination Promoting the strengths of hotel location and management experience to increase business efficiency, boldly integrating into the region to create a premise to attract increasing sources of guests. | S/T coordination Emphasize location advantages and management experience to push back competitors and overcome poor business performance |
Weakness(W) 1. Weak Marketing Activities 2. No product differentiation 3. Human resources | W/O coordination Strengthen marketing activities to create unique product features | W/T coordination Strengthen general marketing activities, focusing on market research to minimize weaknesses and overcome risks. |
According to the above S/O coordination aims to use the hotel's main strengths in terms of location to exploit opportunities in the integration trend. The strategic plan of the coordination
This is a hotel so we have invested in upgrading and renovating the hotel premises to make it more beautiful and convenient, in order to attract more domestic and foreign investors and tourists.
* Coordinating W/O between marketing activities and opportunities in integration trends, hotels can take advantage of this opportunity to overcome weaknesses in marketing activities by sending letters to partners, offering products, advertising in newspapers, magazines, distributing leaflets, participating in tourism fairs, increasing domestic and international advertising expansion... marketing activities will be more effective.
* W/T combination between the weakness of ''no unique product differentiation'' and the risk of ''strong competitors''. The hotel must find a way to overcome this weakness and avoid this risk by devoting a lot of resources to research and development of new products to create products that are clearly differentiated and unique compared to competitors.
* S/T coordination from the coordination between the hotel's location strengths and the risk of "strong competitors". The hotel must surpass strong competitors with its favorable location. That requires the hotel to attract investors who are interested in its hotel.
From the SWOT matrix, the hotel has many different combinations and forms different strategic options from those pairs. From there, the hotel can choose the best option or have backup strategic options to replace when necessary.
Measures to overcome hotel weaknesses.
Through the SWOT analysis above, it can be seen that the hotel's weaknesses are marketing activities, research and development activities, human resources and organization.
+ Customer research: This is the study of the characteristics, preferences, tastes... of customers when they consume the hotel's products. Those customers are current or previous customers of the hotel, current or previous customers of competitors and potential customers.
+ Research competition to analyze competitive advantages, know your strengths and weaknesses and your competitors', then compare to gain competitive advantage.
+ Research market needs.
+ Product research helps to find new products and improve current products.
+ Advertising research aims to evaluate the effectiveness of advertising programs by comparing the results achieved and the objectives set by the advertising program.
+ Trend research, this is a type of comprehensive research to evaluate economic, social and political factors that strongly affect demand.
- The market research process should include the following steps: Identifying the marketing problem; Developing and executing the research plan; Generating useful results; Drawing conclusions and recommendations.
+ Marketing is the focus of market research. For Tay Ho Hotel, the marketing issue is how to attract customers, increase revenue, and expand the potential customer market.
+ Deploy and implement market research plans: There are two basic ways to collect information when deploying and implementing market research, which are using secondary sources and using primary sources. For secondary sources, hotels should collect from specialized magazines such as travel magazines, travel weekly newspapers, reports of the General Department of Tourism, Department of Tourism, on hotel operating documents. For primary sources, hotels should use questionnaires for guests staying at the hotel, these questionnaires should be placed in the guest room or at the reception desk when guests check out, the receptionist gives them to the guests. However, many customers do not want to answer questions for many reasons such as time consuming... To encourage guests to fill out the questionnaire, the hotel should give them a small gift such as a vase with the hotel's name and logo or in the summer, a free swimming ticket at the hotel. A sample questionnaire that hotels can use to find out how customers evaluate Tay Ho Hotel after consuming the hotel's products and services. The hotel should print this questionnaire in three types with three languages used: Vietnamese for domestic tourists, Chinese for Chinese customers - the hotel's target customers and English for other customers. This questionnaire is suitable because it does not use terms that are difficult for customers to understand, each question is separate and focused.
The hotel should also use the observation method, which means that the staff observes and records the attitude of the customers. This is a good method to evaluate competitors. To implement this method, the hotel should send staff to try the products of other hotels, especially hotels that are competitors of Tay Ho Hotel such as Thang Loi Hotel, Cong Doan Hotel, Hoa Binh Hotel... and other hotels such as Ha Noi, Dawoo... This staff should observe competitors by: Counting the number of cars and the origin of the license plates at the parking lot of the competitor, seeing how many people take the folded books at the reception desk, counting the number of lights turned on in the guest rooms, adding up the number of people using the swimming pool at different times of the day... The observation method is really useful, whether observing your own customers or those of your competitors, the observation method also provides a rich source of data, however, it is also time-consuming and requires the observer to be persistent.
Measures to enhance and develop the hotel's strengths.
Through the SWOT matrix analysis, it can be seen that the strengths of Tay Ho Hotel are its geographical location and integration trend. When building a business strategy, the hotel should not only focus on overcoming weaknesses, the hotel needs to have measures to strengthen its strengths to continuously improve its comparative advantage with competitors. Among the resources for business development, geographical location is the premise and basis for development. However, location is not the decisive factor for the existence and development of every business, but for Tay Ho Hotel, it is extremely important in its business strategy. With the geographical location of Tay Ho Hotel located near the center of Hanoi, it creates many favorable conditions for the development of the hotel. First of all, the hotel is located at the intersection of many traffic hubs with a large number of visitors, which will bring the hotel many new customers. Furthermore, this location will be a target for domestic and foreign investors in areas such as infrastructure, science and technology facilities... At the same time, thanks to this location, it can attract a fairly large market including domestic and foreign guests with many purposes: pure tourism, trade or attending conferences, seminars... In addition, this location of the hotel also creates conditions for the hotel to attract and select a qualified workforce, in which the human factor is the decisive factor for the development of the enterprise.
Hotels should implement a product diversification strategy by adding unique, additional elements to their services, creating an impression on tourists. To improve product quality, hotels need to upgrade and renovate technical facilities, ensuring that the products provided to customers are consistent throughout the hotel system, consistent with the scale and recognized hotel class, and at the same time improving the quality of the staff. Specifically:
- Regarding accommodation products: Suites and Deluxe rooms should be equipped with computers; Open more "turn down" services - a light cleaning service in the late afternoon such as placing flowers, pulling curtains, changing pillowcases, decorating the room according to the guests' wishes... when requested. There should be a "No Disturb" sign in the room for the convenience of guests when they need to hang this sign outside the room door; Add a small radio and some tapes to each room (if the guests are Chinese, put Chinese tapes, if the domestic guests are elderly, put pre-war music tapes); The bed should always be carefully considered from the clean bed sheets, the way the bed is laid to the regular checking of the bed even when the room is empty. Avoid the situation where when guests are brought into the bedroom it is still messy, not prepared and not according to the guests' requests. Torn or stained bed sheets, pillowcases, and curtains should be replaced regularly.
- Regarding food and beverage products: The kitchen needs to be tiled with ceramic tiles, the floor must be made of anti-slip material, the hot and cold food preparation area must be separated, and some stoves, refrigerators, and microwaves must be equipped; The hotel should have a menu by dish (à-la-carte), not just a full menu (table ' d hote), the dishes should be named with the hotel's name (such as Tay Ho fish with five willow sauce) and the restaurants (Ben Ho restaurant) should be named to create a lasting impression for guests about the hotel's food and beverage products; On Saturday or Sunday nights every week, to not only attract guests staying in the hotel but also to expand the number of outside guests coming to the restaurant to dine, the hotel should have music programs and these programs should be changed regularly from folk music, violin to Vietnamese and Chinese songs... The hotel should add seafood dishes, vegetarian dishes, and royal banquets to serve guests. In the summer, there should be ice cream and sweet soups. In addition, there should be room service. Drinks should be varied, with medicinal wine and rice wine. At the pool restaurant, there should be snacks such as fermented pork rolls, dumplings, sausages, etc., along with a wider variety of drinks.
- Regarding additional services: Renovate the laundry area to save costs when outsourcing laundry and increase revenue from laundry services; Build a new health center, sauna and massage room, dance room, biza room, hot water swimming pool to serve guests in winter; Add more traditional handicrafts such as brocade, small decorative items made of wood, stone... to the souvenir counter. Open a rental service for cultural products (books, newspapers), shoe shine service, stroller for the disabled, guest wake-up service. In particular, there should be a concierge staff who specializes in other services (that the hotel does not have) to fully meet the needs of guests.
- There are also a number of other factors to perfect product policy such as:
+ Public areas should have separate paths for the disabled, and place stone benches in flower gardens and near lakes.
+ Lighting: Always ensure adequate lighting in public areas and hotel entrances to ensure guest safety.
+ Security and safety: The guest room door should be closed immediately after cleaning. Each room should be equipped with emergency buttons. The hotel also needs to have an emergency exit system and specific instructions for guests. The hotel gate should have a fence on both sides by planting trees to ensure safety and reduce the unsightliness outside the hotel gate (one side of the gate is a kumquat garden, the other side is a cemetery).
+ Hygiene: Ensuring the hygiene of the guest room and public restrooms is essential. In addition, staff in the kitchen and table areas must wear gloves and have food tongs when working. Avoid leaving toxic cleaning chemicals in this area. Staff who directly serve guests who are sick, have the flu... should wait until they are better before continuing to work, to avoid infecting guests.
+ For the reception department: To quickly register rooms, check-in, check-out for guests, there should be a central reservation system.
+ Current product quality management: Hotels should pay attention to managing products by establishing and maintaining a product inspection system:
Develop criteria for measuring product performance. Test the product.
Identify problem products.
Strategies to eliminate problem products such as cutting costs, no more investment; Withdrawing from the market; Improving it; Changing marketing strategy... [16]
To ensure quality, it is necessary to control the costs of ensuring quality. These costs include prevention costs, inspection costs, and costs due to quality loss and damage.
Besides diversifying and improving product quality, hotels need to pay attention to the quality of their workforce:
- Improve the quality of staff both in terms of expertise and foreign languages. Hotels need to send staff to specialized training centers for tourism and hospitality or hire teachers to the hotel. Learn from experience when recruiting staff, do not recruit people without professional qualifications and foreign languages. Transfer staff whose age is no longer suitable for direct customer service to other departments and supplement with young, dynamic, enthusiastic and skilled workers.
- Building a civilized service at the hotel: The hotel's service still has many shortcomings such as the attitude of the staff when interacting with guests is not really hospitable, the staff does not come to work on time, goes out during working hours, does not wear employee badges, many staff sit together talking, doing private work. Therefore, the hotel needs to have stricter regulations on employee management, if any staff is found violating the above, they should be reminded, if there are repeated violations, there should be a disciplinary policy by reducing salary, cutting bonuses, firing, dismissal... depending on each specific case and the error caused. The hotel needs to discuss and propagate to the staff that the attitude of serving guests must always be friendly, should not skimp on greetings and smiles when interacting with guests.
To do this, the hotel also needs to maintain a harmonious working environment, and should have a reward policy for employees who bring guests to the hotel, and reward those who promptly handle difficult situations arising from other departments or objective factors, so as not to let guests complain, affecting the hotel's reputation. The hotel should have a list of employees who are rewarded weekly or monthly to encourage employees as well as create competition among employees.