1 Introduction???? 6
1.1 About the final project 6
1.2 About the case company 6
2 Problem Area???? 6
2.1 What challenges is the company facing? 6
2.2 Problem Formulation 7
3 Methodology???? 8
3.1 Data Collection 8
3.1.1 How did I obtain data? 8
3.1.2 Validity and reliability of data 9
3.2 Choice of Theories 10
3.3 Discussion of chosen theories 10
3.3.1 “Does the current situation of the hotel occupy a profitable place in the
tourism industry of Baile-Felix?” 10
3.3.2 “Who is the target group of Hotel Ami and what is their buying behaviour?”
3.3.3 “What are the current marketing strategies of Hotel Ami and how to
improve them?” 13
3.3.4 “How can Hotel Ami attract tourists when it comes to product and services
3.3.5 “How can the suggested ideas be implemented from an organizational point
of view?” 14
3.4 Structure of the final project 15
4 Analysis 16
4.1 Business Model Canvas of Hotel Ami 16
4.1.1 Key Partners 16
4.1.2 Key Activities 17
4.1.3 Key Resources 17
4.1.4 Value Proposition 18
4.1.5 Customer Relationship 18
4.1.6 Channels 18
4.1.7 Customer Segment 19
4.1.8 Cost Structure: 19
4.1.9 Revenue Streams: 19
4.2 External environment of Hotel Ami 20
4.2.1 Political factors 20
4.2.2 Economic factors 21
4.2.3 Social factors 23
4.2.4 Technological factors 23
4.3 Internal environment of Hotel Ami 24
4.3.1 Customers of Hotel Ami 24
4.3.2 Buying behaviour analysis 28
4.3.3 Marketing mix of Hotel Ami 31
4.3.4 Marketing strategies of Hotel Ami 44
4.3.5 Income analysis of Hotel Ami 46
4.3.6 Financial situation of Hotel Ami in 2015 versus 2016 49
4.4 Innovation potential in Hotel Ami 50
4.4.1 Four P’s of innovation and Hotel Ami 50
4.4.2 Implementation of innovation in Hotel Ami 57
4.5 Recommendations 60
4.5.1 Customers benefit program 60
4.5.2 Profile on Instagram 60
4.5.3 English website 60
4.5.4 Professional videography and/or virtual tours 61
4.5.5 Activities on Facebook 61
5 Conclusion 62
Online sources 64
Extras din document
1.1 About the final project
My final project is based on my internship in Hotel Ami. During my internship, I
have access information regarding hotel activity, customer relations and different processes.
This experience helped me to provide new ways of improvement by observing all strong and
weak points of the hotel.
The goal of this project is to analyse both external and internal environment of my
case company and based on this analysis, I would like to introduce recommendations that
may have a positive impact on the hotel’s future, especially regarding maintaining its
position on the market, customers’ happiness and consequently, higher income and profit.
1.2 About the case company
Hotel Ami is a family business opened in 2008 which it has three superior Michelin
stars offered by Ministry of Tourism from Romania. The hotel has 30 rooms and it is situated
in the centre of Baile-Felix Spa Resort, just 200 m from the Apollo public pools. All rooms
at Ami Hotel are equipped with a refrigerator, a cable TV and a telephone, also airconditioned
and Wi-Fi too. They all have spacious bathrooms with shower cabins. Some of
the rooms feature a private balcony. The hotel also has a garden terrace and a restaurant that
serves a selection of national and international dishes.1
2 Problem Area
2.1 What challenges is the company facing?
The main goal of the hotel is to attract more tourists and to increase its profit. My
internship plays an important role in it due to my knowledge acquired from school. We try
to face the competitors, due to our ultra-central position in this touristic area- our objective
is to be the first choice for the tourists.
The hotel has many groups that can be targeted. However, for offering an
unforgettable experience, one target segment should be chosen. Furthermore, the choice of
target group is crucial for facing the competitors in the Baile-Felix region. In this case, the
challenge is to attract much more tourists, so we will try to exceed their expectations.2
There is always space for improvements, especially in the tourism department.
Since I am responsible for finding new strategies to increase our profit and bring new
customers to our hotel, I would like to analyse the current situation of the hotel, and based
on that, I would like to suggest new strategies which can be used by the manager to increase
its profit and to attract new customers.
2.2 Problem Formulation
Hotel Ami is open for improvements and new challenges. In the view of tourism
development in Baile-Felix, what strategies can Hotel Ami use to attract new customers
and exceed their expectation in order to increase its profit?
1. Does the current situation of the hotel occupy a profitable place in the tourism
industry of Baile-Felix?
2. Who is the target group of Hotel Ami and what is their buying behavior?
3. What are current marketing strategies of Hotel Ami and how to improve them?
4. How can Hotel Ami attract tourists when it comes to product and services
5. How can the suggested ideas be implemented from an organizational point of
Methodology is a set of methods, principles and rules which helps the researchers
to interpret and solve scientific problems within a specific topic. The methodology has an
important aim: to give the work a schedule plan of the research.3 For my project, the
methodology has a significant role, it is a justification of methods used for data collection.
3.1 Data Collection
3.1.1 How did I obtain data?
Primary data are data collected by researchers for a specific scientific goal.
Primary data can be divided to two main categories - qualitative and quantitative. In primary
data collection, I would like to use observation focus on obtaining quantitative and
qualitative approach in data collection.4
Quantitative data are data which are used for a description or an analysis of a
scientific problem. They can be easily described numerically in terms of objects, variables
and their values. To obtain my quantitative data, I would like to use different methods such
as questionnaires for the customers 5( the questionnaires were translated in English and
attached to appendix 2) and owner6. As an inside member of the company, I checked how it
all works and what improvements do we need. I thought to discuss it with my workmates,
asking them questions about the hotel’s situation. I would do the same with our tourists
which may be very useful to create a strategic plan for attracting new customers.
Qualitative data are data which involves understanding of the complexity, detail
and context of the research subject. They go into details within a defines field and there are
often less respondents than in the quantitative research methods. I am thinking to use
qualitative information from their website, Facebook page.
Secondary data are data which were originally collected
- Rajasekar, S., P. Philominathan, and V. Chinnathambi. 'Research Methodology'.
(2013): n. pag. Web. 21 Oct. 2015.
- Method and project writing - an introduction. 2. edition, 1. oplag. Frederiksberg:
Samfundslitteratur. ISBN 9788759318034.
- Hox, Joop J., and Hennie R. Boeije. 'Data Collection, Primary Vs. Secondary'.
Encyclopedia of Social Measurement 1 (2005): 593. Print.
- Pierce, Roger. Research Methods in Politics. London: Sage Publications, 2008.
- Gilbert, Nigel. 'Research, Theory And Method'. (2007): p.25. Web. 23. Apr. 2017.
- Jobber, David, and Fiona Ellis- Chadwick. Principles And Practice Of Marketing.
Maidenhead: McGraw-Hill Higher Education, 2013. Print.
- Blackwell, R. D., P. W. Miniard and J. F. Engel. Consumer Behaviour. Orlando,
FL: Dryden, 2005.
- Marketing And The 7Ps: A Brief Summary Of Marketing And How It Works. 1st ed.
The Chartered Institute of Marketing, 2009. Web. 19 Oct. 2015.
- An Integrated Approach to Business Studies 4th Edition- Bruce R Jewell p292
Conținut arhivă zip
- Hotel Ami.pdf
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