Hotel Ami

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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

innovation?” 13

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

References 64

Books 64

Online sources 64

Extras din document

1 Introduction

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




3 Methodology

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

Online sources















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