Internet Marketing Preliminary Requirement

SWISS RESORT
Internet Marketing Plan

Submitted By: Angelique Shaiden A. Abacaro Robert James P. Guanzon Fhaye Mendoza Lee, Woo Kyung Giselle Dianne Onia MKA 43

I. SITUATION ANALYSIS
A. ENVIRONMENTAL FACTORS
Legal Factors

Swiss Resort for decades is responsible enough in handling their Legal Obligations; be it on BIR or Municipal Office, the resort consistently pays its taxes on Income, Amusement, Licensing and Property, Withholdings. So far the resort hadnt any negative cases on the said institutions. These taxes being incurred may affect the gross or revenue of the resort, given that these taxes are fixed at any time; either peak seasons or not. All of its services and foods (restaurant) are VAT inclusive.

List of Taxes paid by the Resort Net Taxable Income (Individuals Engaged in Business) Over P140,000 But not Over P250,000 P22,500 + 25% of the Excess over P140,000 Tax Rate

Tax Rate

Taxable Base Net taxable income provided that the gross income from unrelated

Non-stock

10%

trade, business or other activity does not exceed 50% of the total gross income On capital gains presumed to have been realized from sale,

Passive Income

6%

exchange or other disposition of real property (capital asset)

Technological Factors Swiss Resort does not focus on technological innovation. Unlike its competitors, It does not conduct its own events that is why lights and sounds system lessens the expense of the business.

Swiss Resort does not have a social media site that is why it is not publicized. The technological tools that they use are music player and speakers and a computer for business purposes.

Market-Related Factors

Market Development

Resorts present challenges not encountered in most other property types. Unlike traditional real estate, they are extremely operationally intensive and service-oriented and face seasonal business patterns.

Resorts mean different things to different people. For some, a resort merely must provide relaxation and recreation. Others may want a resort to improve health and well-being, or require beautiful surroundings and the highest quality of food, entertainment and service. The resort industry has evolved to meet this diverse set of needs, balancing basic amenities with new and changing facilities, services and experiences. Swiss Resort is not your traditional resort. It is more likely called Boutique Resort; small boutique resort hotel that caters to the medium to high-end of the market and emphasizes service, quality and privacy. Usually it has less than a hundred rooms and serves selected markets.

Market Opportunities The continued strength of the Asian economies makes the Pacific Rim perhaps the strongest opportunity for future resort investment and development. So as the rapidly emerging Pinoy middle class has sufficient discretionary income to patronize resorts, while continued relaxation of travel restrictions between CALABARZON areas gives them almost unlimited access to the regions wealth of recreational opportunities.

Threat of Substitute Goods

In the hotel and Resort industry there is usually another hotels and Resorts just around the corner. They appear in all price ranges, with varying levels of service and amenities. The constant challenge will always be to get the guest to choose your hotel over the competitor. The internet makes the overall market more efficient while expanding the size of the potential market and creating new substitution threats. Given the potency of this threat a superb internet presence is vital.

Bargaining Power of Buyers

Business persons choosing a hotel for business travel are savvy consumers and they are comfortable with computer technology. It has become very simple for them to go online and book a hotel. They no longer need travel agents, corporate travel consultants or middle men of any kind to determine where they will stay. Tourists are more and more capable of using the internet; they are more often bonding together in a novel way. They are finding internet businesses which will negotiate or discover bargains for them. Both of these processes shift the bargaining power to the end user and these same freedoms reduce the cost of switching so that loyalty is a thing of the past unless a particular hotel and Resort uses its one time opportunity when a customer stays at the hotel to deeply impress the customer with a unique and valuable differentiator.

Rivalry among existing competitor

The rivalry among competitors in the hotel industry is fierce. When potential customers can learn about a hotel on line, the internet reduces the differences among competitors. People tend to seek the best price for the best experience and the tendency is to reduce price to be competitive. The internet covers wide geographical areas so the market is widened increasing the number of competitors.

According

to

Wego.com

(http://gh.wego.com/hotels/philippines/cavite/top-rated-hotels)

Here are the top 10 Hotels in Cavite 1. Island Cove Resort and Leisure Park 2. Mount Sea Resort 3. Tanzas Oasis Hotel and Resort 4. Microtel Inn and Suites Eagle Ridge Cavite 5. Microtel Hotel and Resorts Cavite 6. Mount Sea Grand Resort 7. Caylabne Bay and Resorts 8. Manila Southwoods Manor 9. MC Mountain Home Apartelle 10. Suites General Trias Cavite

Direct Competitors of Swiss Resort (Dasmarias, Cavite Area) 1. Volets Resort 2. Qubo Qabana Resort and Hotel 3. Kalipayan Resort and Hotel 4. Fishers Eco Farm Resort 5. El Palicio Hotel and Resort

Barriers to Entry

The initial investment in the hotel industry creates quite a barrier to entry but certain barriers to entering the hotel market are reduced by the internet. A presence on the internet reduces upstart marketing costs somewhat, and gives the new competitor access to potential suppliers and resources. Even a bed and breakfast can use the websites of large chains to understand the key marketing concepts and the lures for customers. Switching costs are usually nil for a consumer.

A vital barrier would be differentiation. A hotel that can differential itself by location, by service, amenities or some other quality has the potential to attract and keep its clients. Another barrier to entry would be expertise. Unfortunately, in a mobile society employees frequently leave one

hotel chain to work in another and they take that expertise in terms of training or of experience with them. It is in the areas of expertise and of differentiation that a hotel can make the greatest impact on its client and thereby on its bottom line. In fact many established companies have synergies between their established business and online technology.

Bargaining power of suppliers

While this is not a substantial threat in the hotel industry it can have impact especially in the area of labor. With an aging population, there are fewer people to fill service industry jobs and hotels which can attract excellent staff have a greater chance of providing excellent and exceptional experiences to their clientele. As part of their internet strategy all hotel chains should have a section on recruitment for employment. The other supplies that are needed by hotels are also easier to attain through internet channels whether originated by the supplier or by the hotel chain. With their products in greater demand by greater numbers of hoteliers suppliers gain some measure of power by competition for their offerings.

B. SWOT ANALYSIS

Strengths 1. The resort is publicized through word-ofmouth without the help of promotional tools.

Weaknesses 1. Low-tech corporate culture. 2. Seasonal business. Peak is summer season.

2. It has a restaurant which serves Filipino and Swiss cuisines.

3. Does not have social media sites.

4. Does not use promotional tools. 3. The resort earns profit from long term staying customers. 5. The owner is satisfied with word-of Mouth and walk-in customers. Opportunities 1. Reduce cost through e-marketing. 2. Attend to customers needs and wants through the web site. 2. Competitors use promotional tools. 3. Have its own events. 3. Potential customers have established 4. Have an online reservation without requiring down payment. customer-business relationship with other resorts. Threats 1. Competitors are ahead because of their existing web sites and pages.

E-Marketing Objective: Increased by 25-50% of Monthly Revenue

II. E-MARKETING STRATEGIC PLANNING

Segmentation
Demographics: Age: 20-50 years old Nationality: Filipinos, Europeans and Koreans Income: P18,000.00 and above

Others: Families Couples Peer Group

Targeting
Families who are Filipinos, Europeans and Koreans earning P18,000.00 and above.

Differentiation
Swiss chalet house-type with 2nd floor vs condo-type rooms Cozy environment Relaxing ambiance through lighting and music Accommodating parking space Open check-in for 24 hours Strong customer service Restaurant serving Filipino and Swiss cuisines good for 2 at a reasonable price Hotel-type plating Can accommodate couples, families, and groups of friends on a 24 hours, 12 hours and 3 hours room basis Can accommodate events

Positioning
Brand and tagline: Swiss Resort Experience Switzerland, Positioning Criteria Specific product or service attributes Swiss Ambiance, Swiss Menu and Halo-Halo. The private and easy to find location; near Cavites commercial areas. Usage occasions Positions itself to conference and events organizers as ideally suited for hosting different events. User categories Meeting the needs of business customers of both individual customers. Positioning by product class Positions itself as having better facilities than those of all other hotels in a particular area Positioning by price and quality More competitive price at the lower end of the market Positioning by cultural or national symbols Could tie itself to a cultural symbol: Experience Switzerland

Market Opportunity Analysis

Swiss Resort provides cozy and relaxing ambiance. It offers the same price for entrance fee and rooms as well from its competitors but the resorts advantage is having an apartment-type which has a second floor which can accommodate 6 to 8 people. It serves Filipino and Swiss cuisines. Swiss Resort can accommodate customers through its future website, providing online reservation without requiring down payment.

Segment Analysis
Swiss Resort caters to families and couples who are Filipinos, Europeans and Koreans earning P18,000.00 and above. The ambiance in the resort suits the demand of families for quiet place to stay.

On the other hand, Swiss Resort will extend its market to peer groups, 18-25 years old, having an income or allowance of P18,000.00 and above combined, particularly Filipinos who live in Cavite. Extending the market will be implemented through an event catering the 4th year Marketing and Advertising students of De La Salle University- Dasmarias on the 3rd weekend of September.

Demand and Supply Analysis

Demand and supply do not always match. The supply of services by a Swiss Resort exceeds the demand from customers in quiet times; demand from customers may exceed the ability of the hotel and resort to supply the required services during peak times. When supply exceeds demand, a hotel is left with unused resources: rooms, restaurant seating and conference facilities, among other things. When demand exceeds supply and there are no rooms or restaurant seating available the hotel may have no other option than to turn potential customers away.

Seasonal Variation Demand Season-Month January February March April May June July August September October November December TOTAL Gross Sales (2011) P 32,550 P 34,100 P 39,850 P 49,396 P 72,282 P 28,210 P 39,100 P 39,686 P 59,692 P 37,417 P 31,060 P 58,649 P 521,992

Suppliers Company Monterey Magnolia Euro Swiss Purchased Product Meat: Beef Pork Meat: Chicken Hungarian Weinerli Forest Ham San Miguel Brewer Beverages Inc. Nexel Soap Center Lins Laundry Soap Laundry Soap Liquid Detergent Toilet Cleaner Sausage

LEGEND: Peak Season Down Season

III. PLAN OBJECTIVES

Objectives
Have a free web site with web developers having no salary Reduce cost through e- marketing Provide online reservation without requiring down payment Improve customer relationship management Establish the brand Increase the revenue of the resort and restaurant Extend the target market

VI. E- MARKETING STRATEGIES Product Strategies

The rooms and the food offered will be well published in the web site. Complete features of the room will be emphasized through clear photographs. The top 4 best sellers with pictures, will be the highlight of the menu page. Other cuisines will be in a menu-type format together with its prices.

The halo-halo of Swiss Resort is the best seller. It contains complete ingredients that everyone wishes for their desert from ice cream, leche flan, corn flakes, etc. From the demand analysis, products that are on top of the line will be published in the home page.

Pricing Strategies
Room Rates 24 Hours Stay 2 persons- P1,500.00 4 persons- P2,000.00 6 persons- P2, 500.00

12 Hours Stay 2 persons- P1,000.00 4 persons- P1,300.00 6 persons- P1,500.00

3 Hours Stay 2 persons- P 400.00 Swiss Resorts strategy is to charge people who avail 3 hours P100.00per hour if they want to extend their stay. 3 hours is the maximum for extension.

Other Rates Swimming 8am to 5pm- P 120.00 5pm to 12mn- P 150.00 Wolfgang (18pax)- P 500.00 Cottages (10 pax)- P 350.00 Swiss Resort has a restaurant. People who bring their own food and drinks are charged for corkage fee.

Corkage 1 bottle of hard drink- P 150.00 1 case of beer- P 150.00 1 steamer of food- P150.00 Small packaged food and drinks- free of charge

Distribution Strategies
Swiss Resort will have its own website which will be the start of their publicity. The link will be published to social media sites. For future strategies, the business will publish Swiss Resort to travel agencies which set packages and other travel web sites.

Marketing Communication Strategies

Swiss Resort does not use publicity and promotional tools. Only few are aware of the existing business, mostly walk-in customers. The owner is satisfied with referrals and word-of-mouth. Having an e-commerce, customers will be well informed about the resort. As its competitive advantage, it will provide an online reservation without requiring down payment unlike its competitors.

One of the objectives is to extend the market to peer groups. This will be attained through a pool party event catering the expected new target market.

Relationship Management Strategies

Swiss Resort generates income through referrals and word-of-mouth. Its advantage is earning without promotion expense. Through the upcoming website, the resort will be publicized for free, providing all the information needed. Customers will be interactive through e-mail. The business will provide a quick response to customers concerns. The web site will provide online reservation without requiring down payment.

V. IMPLIMENTATION PLAN
Web Plan
Swiss Resort Website is still under progress and needs have an updated look and feel, as well as to add secure interactivity. We need: 1. New home page design and navigation 2. Online reservations capability 3. Menu 4. Resort and Hotel Photos

Website Goals
Our website needs to be able to do the following: 1. Convey our messaging of high quality accommodations 2. Be indexed on major travel websites so that people find us 3. Be able to take reservations online

Website Marketing Strategy

Our main website marketing strategy hinges upon making sure all major travel sites such as Expedia.com, Orbitz.com, and Hotels.com list our hotel when customers search for hotels in our area.

Development Requirements
To attain the level of interactivity we want in our redesign, we need to increase the features allowed (security for reservations, daily back-ups, and real-time database linking) and servicelevel of our hosting service. As much as possible we will use Free Webhosting sites for us not to incur costs, fees and other monthly payments.

Within 5 months, the group will be the one whom will have the access and control with the database while the site is still under development, and to update our reservations system to be compatible with the online reservation requirements. The new website will be ready to launch in August.

Milestone
Web Development Home Page Design Online Reservation Menus and Photos Total Web Development Budget NONE July 22, 2012 July 29, 2012 NONE July 22, 2012 July 22, 2012 July 29, 2012 July 29, 2012 NONE NONE Start Date End date Budget

Social Media Marketing

Social Media Development Going Social: Facebook Twitter LinkedIn Blog Creation Viral Social Media Total Development Budget NONE July 22, 2012 July 22, 2012 July 29, 2012 July 29, 2012 NONE NONE July 22, 2012 July 29, 2012 NONE Start Date End date Budget

Email Marketing
Email Development Choosing Email Provider Total Development Budget NONE July 22, 2012 July 29, 2012 NONE Start Date End date Budget

VI. BUDGETING AND ANALYTICS

Breakeven

Sales Forecast
Room revenue for this year is based on an average growth rate of 25%. This is based on the number of rooms and cottages, food and drinks, and others in an anticipated return.

Sales vs. Expense