管理類作業dissertation
12-12, 2014
引言
城市景觀酒店有限公司是一家在倫敦擁有五家酒店的企業，這些經濟型酒店都處于倫敦的黃金地段，由于其絕佳的地理位置，歐洲顧客經常關顧這些酒店。
這家酒店集團為工人階級的顧客提供低價的住宿服務，是十分好的放松和公務選擇。
這家酒店集團大多是以以下的幾種方式來吸引顧客
預定代理商
電話預定
網絡有效信息
本地的廣告（信息欄或傳單）
公眾的互相推薦
城市景觀酒店集團的網站十分的簡潔明了，主要是以信息為基礎；盡管資源有限，但是酒店依然給他們的顧客提供高質量和熱忱的服務。
網絡預訂對于酒店的預訂來說，僅僅是一種十分有限的方式，利用老舊的網頁預訂房間時只會提供很少的選擇，企業仍然在電子數據交換方面掙扎，運用電子郵件及咨詢管理軟件在酒店的內部與外部交流的這種特別系統仍然沒有被引進。在整個酒店行業中，都不存在這種項目。比如電子注冊的數據庫系統。
Introduction
City View Hotel Ltd operates as a group of 5 hotels all over the London, These budget hotels are on the prime locations in London, Due to great location the European destinations customers book these hotels very frequently.
Hotel group providing low cost accommodation to the middle working class, which are available for both business and Leisure purpose,
Mostly, hotels group attracting guests primarily through
Booking agencies
Telephonic booking
Website availability Information
Local advertisement (Information boards/ leaflets)
And via public relations contact.
City View Hotel Ltd has its web site which is very basic, informational base; despite the limited resources the hotel provides a quality hospitality service to its guests.
Internet bookings are very limited only certain tools available in regards to hotel booking, infect very old fashioned website which gives less options to book a room via internet, company still straggling with EDI system, it is using Microsoft outlook software for communication with its externally and internally business, as well as for its other branches no special system introduced yet. There is no such loyalty program in the whole business. Like electronic enrolments database system.
Average occupancy remains between ‘60% to 70%' on monthly basis.
The City View Hotel Limited running business successfully but still are not meeting their sales and revenue targets.
The company very old fashioned and conservative when it comes to the Planning, management and administration, Company relaying in old way of doing business activities.
Supply chain management system:#p#分頁標題#e#
Demand management system:
Suggestions on implementation of E-Commerce tools:
The company has great potential of grow with the help of induction of e-commerce tools, like electronic date interchange (EDI), internet business system and E-business tools.
Hotel website upgrade accordingly with the new standards.
Emails interface software for booking and company internal communications.
Electronic member ship cards system for guest database system. Introduction of points system for number of nights stay.
Central reservation system must introduce.
Agents live Access on main system for new bookings and cancellations according to their contracts.
Access of all branches to the central reservation system to see live booking activities.
Electronic feed backs in regards to Customer satisfaction.
Electronic system for purchase and quality control departments.
Value Addition in business operations:
These companies working as an intermediary between hotel and hotel customers, these agencies sign a contract with hotels on different terms and conditions; they do one year agreed room rates contracts.
City View Hotel Ltd must sign a contract within required limits with these agencies, It helps the company to achieve their occupancy target at the level of 90% ~ 100% on daily basis,
City View Hotel Ltd web site must update according to the new e-business tools like making new bookings, amend bookings, gallery of the hotel's videos and pictures, payment options, more information on the website according to the guest needs,
City View Hotel Ltd need central reservation which is extremely necessary to run accordingly the chain hotels with the help of central reservation City View Hotel Ltd easily manage better performance on their rooms availability, secondly it enables them to make plans, take decisions and manage their daily business activities easily under one roof,
City View Hotel Ltd must Introduce Extranet reservation network system, that is client server which takes real time bookings from the internet directly from the hotel customer and create those booking on agreed room rates in our system,
Loyalty membership card must be introduced for the hotel guests, which attract more future business,
Why Information Technology in City View Hotel?
Information links all aspects of supply chain
Internal business Integration is the essence of world business today, Hotel industry mostly rely on electronic means today, presently Hotel View hotel group is lacking to have sound electronic integration system which enables all of their departments to work in well organized manner, and it is only possible if information links are well occupied with latest technology,
E-Business
E-Business in hotel and tourism is the key part to solve most of its conventional problems, for instance now a days cash payments have only 10% to 15% share in total payment transactions now a days due to great change in payment methods via electronic means.#p#分頁標題#e#
Paper records of the bookings, hotel purchases/sales are now kept in electron systems, which is big achievement to build database instead to have physical business records, which is most expensive and time consuming at the same time, these electronic record system enable the businesses to create database system accordingly to their usage on economic cost.
Electronic data interchange (EDI)
A computer to Computer exchange of information which enables the businesses to do their businesses in quicker way, recent days hotel and tourism industry relaying much more on EDI systems, more than 90% of the their total operational activities are possible with these tools, City View hotel company using only Microsoft outlook program for their normal day to day business communications, which is certainly not satisfactory to its total business needs.
Internet:
Internet is commonly used in all businesses, and in hotel and tourism its worth more than it's usual, if you see the trends in recent years to book holidays, air tickets and hotel bookings via internet increases around 12% every year, total volume to book a London hotel via internet is increased by 40~45 percent last year which is shown how much internet is playing a role in our day to day business, City view hotel company have web site which is not well occupied, mostly focused on information of the area, it should have all standard tools which can make business more profitable.
E-Marketing Plan:
City View Hotels situated on the ideal locations in London, This is the most important feature in the e-marketing plan,
City View Hotel Ltd website must registered in London hotels website directory search engines,
Advertisement banners should be placed on the travel agencies websites, Adds in local newspaper, hotels and travel magazines, advertisement by local radio stations, and consumer base websites,
Actively participation in hotel and tourism seminars, hotel festivals, to market Company's brand,
Email new rates and new packages to the database guests,
Hotel catalogues must be delivered into different business centres, and on businesses address.
City View Hotel Company website address must printed on all stationeries.
How much Plan will cost?
City View Hotel Ltd is small chain hotels and we need quiet a few booking agencies which suites to business needs, we need to market our 30%~40% rooms on monthly basis from these agency bookings, contracts with booking agencies varies it depends on to brand size, services standards, hotel rack rates, and past year business activities, super break, hotelsbooking.com, expedia.com, working on commission base booking services, they charge 15% commission of the bookings, most of them charge with agreed rates for yearly contract which based on their total sales to us,
Website updates according to market needs is necessary to boost company rooms sales, due to existing system very nominal amount of money required to update new system,#p#分頁標題#e#
Hotel currently acquired 5 reservations offices and using more than 12 staff to get reservations job done, but if we in place one central reservation office in one of the hotel branch and connect central reservation department with other branches system (intranet) they can do same job more efficiently and effectively, It gives All information centralise and easily managed. we don't need to invest huge money in this conversion,
Extranet is client based server which connects directly with the World Wide Web Booking in real time, booking agency updates these system which are rooms rates, room availability, booking agency of extranet charge some services fee plus 15% ~ 20% commission for the booking, registration to extranet nominal, not very much expensive.
Advertisements on local news papers local radio station and different websites are currently best tools to create market place for the business brand.
Supply Chain Management system:
Extranet is intermediate between hotel and customer, Now life is more easier than ever before booking a hotel room from internet is not a problem,
Extranet enable the customers to book a room just from few clicks, the client server of extranet where that original bookings has been made that system communicates with hotel system in real time to check availability and price and if customer makes that booking it just copied it in hotel's system as it is, Hotel get one booking and all the guest information which hotel required.
How to Compete in E-Market?
There are quite few competitors like ibis, express by holiday inn in the market
Hotel services requirements standard are the same with this challenging environment;
It can improve our services to attract more customers.
Special offers, such as fourth night free stay to the customer if the guest has booked for over a certain number of nights,
Advertisement is the major part in today's competitive e-market, use as possible channels of advertisements to market the product by this tool,
More interactive website will help to create a business,
Company should make packages according to the season, like holiday packages in summer and shopping on Christmas packages in winter to attract more customers all over the world.
Plan Success Factors:
Prices are very much reasonable as compare to other competitors brands,
Entering into contracts with well established and reputed online booking agents which have a global presence and client base.
Appropriate advertisement,
Designing attractive promotional offers to sustain guests.
By ensuring that services standards are always on required level.
Plan Risk Factors:
Credit melt down very low occupancy low profits.
Services standards fallen to un satisfactory state,
#p#分頁標題#e#
Extranet increase it's booking charges will effect the plan,
Any of good booking agent withdraw a contract due to any reasons may also a risk
If the market prices of the products or services increase that will effect on the plan,
Any of the competitors beet the City View hotel Ltd price will effect the plan,
Exit Plan strategy:
Agency booking contracts should say exit policy on short notice and charges must be on minimal amount (with in the reach) when negotiate the contract terms and conditions,
Ensure clauses in the contract to end the contract with a short notice with existing suppliers if they are not giving enough business.
Using online advertisement for short period of times, for example for a month. after assessing its benefit,
Contingency plan should already be in planed.
Conclusion:
City view Hotel Company have 5 branches which are on key locations, company have great potential to compete if they only implement the E-commerce tools into their business. There are many areas where they can put zero cost to get more benefits like if they upgrade there website which is not costly now a days which will increase their sales immediately,
City view Hotel Company still using old system for communicating internally and externally, if they invest to have stable system which will be the demand of these days, changes to new system will increase their revenue. This alteration is also not much expensive.
City view Hotel Company must have their central reservation department which look after all of the properties, due to make this change the occupancy will rise. At the moment hotel have 5 reservation departments which cost the company much more and its useless now a days for a group company to have that big reservation department.
Extranet and new contracts with famous agencies will affect a company sales a lot.
城市景觀酒店有限公司是一家在倫敦擁有五家酒店的企業，這些經濟型酒店都處于倫敦的黃金地段，由于其絕佳的地理位置，歐洲顧客經常關顧這些酒店。
這家酒店集團為工人階級的顧客提供低價的住宿服務，是十分好的放松和公務選擇。
這家酒店集團大多是以以下的幾種方式來吸引顧客
預定代理商
電話預定
網絡有效信息
本地的廣告（信息欄或傳單）
公眾的互相推薦
城市景觀酒店集團的網站十分的簡潔明了，主要是以信息為基礎；盡管資源有限，但是酒店依然給他們的顧客提供高質量和熱忱的服務。
網絡預訂對于酒店的預訂來說，僅僅是一種十分有限的方式，利用老舊的網頁預訂房間時只會提供很少的選擇，企業仍然在電子數據交換方面掙扎，運用電子郵件及咨詢管理軟件在酒店的內部與外部交流的這種特別系統仍然沒有被引進。在整個酒店行業中，都不存在這種項目。比如電子注冊的數據庫系統。
Introduction
City View Hotel Ltd operates as a group of 5 hotels all over the London, These budget hotels are on the prime locations in London, Due to great location the European destinations customers book these hotels very frequently.
Hotel group providing low cost accommodation to the middle working class, which are available for both business and Leisure purpose,
Mostly, hotels group attracting guests primarily through
Booking agencies
Telephonic booking
Website availability Information
Local advertisement (Information boards/ leaflets)
And via public relations contact.
City View Hotel Ltd has its web site which is very basic, informational base; despite the limited resources the hotel provides a quality hospitality service to its guests.
Internet bookings are very limited only certain tools available in regards to hotel booking, infect very old fashioned website which gives less options to book a room via internet, company still straggling with EDI system, it is using Microsoft outlook software for communication with its externally and internally business, as well as for its other branches no special system introduced yet. There is no such loyalty program in the whole business. Like electronic enrolments database system.
Average occupancy remains between ‘60% to 70%' on monthly basis.
The City View Hotel Limited running business successfully but still are not meeting their sales and revenue targets.
The company very old fashioned and conservative when it comes to the Planning, management and administration, Company relaying in old way of doing business activities.
Supply chain management system:#p#分頁標題#e#
Demand management system:
Suggestions on implementation of E-Commerce tools:
The company has great potential of grow with the help of induction of e-commerce tools, like electronic date interchange (EDI), internet business system and E-business tools.
Hotel website upgrade accordingly with the new standards.
Emails interface software for booking and company internal communications.
Electronic member ship cards system for guest database system. Introduction of points system for number of nights stay.
Central reservation system must introduce.
Agents live Access on main system for new bookings and cancellations according to their contracts.
Access of all branches to the central reservation system to see live booking activities.
Electronic feed backs in regards to Customer satisfaction.
Electronic system for purchase and quality control departments.
Value Addition in business operations:
These companies working as an intermediary between hotel and hotel customers, these agencies sign a contract with hotels on different terms and conditions; they do one year agreed room rates contracts.
City View Hotel Ltd must sign a contract within required limits with these agencies, It helps the company to achieve their occupancy target at the level of 90% ~ 100% on daily basis,
City View Hotel Ltd web site must update according to the new e-business tools like making new bookings, amend bookings, gallery of the hotel's videos and pictures, payment options, more information on the website according to the guest needs,
City View Hotel Ltd need central reservation which is extremely necessary to run accordingly the chain hotels with the help of central reservation City View Hotel Ltd easily manage better performance on their rooms availability, secondly it enables them to make plans, take decisions and manage their daily business activities easily under one roof,
City View Hotel Ltd must Introduce Extranet reservation network system, that is client server which takes real time bookings from the internet directly from the hotel customer and create those booking on agreed room rates in our system,
Loyalty membership card must be introduced for the hotel guests, which attract more future business,
Why Information Technology in City View Hotel?
Information links all aspects of supply chain
Internal business Integration is the essence of world business today, Hotel industry mostly rely on electronic means today, presently Hotel View hotel group is lacking to have sound electronic integration system which enables all of their departments to work in well organized manner, and it is only possible if information links are well occupied with latest technology,
E-Business
E-Business in hotel and tourism is the key part to solve most of its conventional problems, for instance now a days cash payments have only 10% to 15% share in total payment transactions now a days due to great change in payment methods via electronic means.#p#分頁標題#e#
Paper records of the bookings, hotel purchases/sales are now kept in electron systems, which is big achievement to build database instead to have physical business records, which is most expensive and time consuming at the same time, these electronic record system enable the businesses to create database system accordingly to their usage on economic cost.
Electronic data interchange (EDI)
A computer to Computer exchange of information which enables the businesses to do their businesses in quicker way, recent days hotel and tourism industry relaying much more on EDI systems, more than 90% of the their total operational activities are possible with these tools, City View hotel company using only Microsoft outlook program for their normal day to day business communications, which is certainly not satisfactory to its total business needs.
Internet:
Internet is commonly used in all businesses, and in hotel and tourism its worth more than it's usual, if you see the trends in recent years to book holidays, air tickets and hotel bookings via internet increases around 12% every year, total volume to book a London hotel via internet is increased by 40~45 percent last year which is shown how much internet is playing a role in our day to day business, City view hotel company have web site which is not well occupied, mostly focused on information of the area, it should have all standard tools which can make business more profitable.
E-Marketing Plan:
City View Hotels situated on the ideal locations in London, This is the most important feature in the e-marketing plan,
City View Hotel Ltd website must registered in London hotels website directory search engines,
Advertisement banners should be placed on the travel agencies websites, Adds in local newspaper, hotels and travel magazines, advertisement by local radio stations, and consumer base websites,
Actively participation in hotel and tourism seminars, hotel festivals, to market Company's brand,
Email new rates and new packages to the database guests,
Hotel catalogues must be delivered into different business centres, and on businesses address.
City View Hotel Company website address must printed on all stationeries.
How much Plan will cost?
City View Hotel Ltd is small chain hotels and we need quiet a few booking agencies which suites to business needs, we need to market our 30%~40% rooms on monthly basis from these agency bookings, contracts with booking agencies varies it depends on to brand size, services standards, hotel rack rates, and past year business activities, super break, hotelsbooking.com, expedia.com, working on commission base booking services, they charge 15% commission of the bookings, most of them charge with agreed rates for yearly contract which based on their total sales to us,
Website updates according to market needs is necessary to boost company rooms sales, due to existing system very nominal amount of money required to update new system,#p#分頁標題#e#
Hotel currently acquired 5 reservations offices and using more than 12 staff to get reservations job done, but if we in place one central reservation office in one of the hotel branch and connect central reservation department with other branches system (intranet) they can do same job more efficiently and effectively, It gives All information centralise and easily managed. we don't need to invest huge money in this conversion,
Extranet is client based server which connects directly with the World Wide Web Booking in real time, booking agency updates these system which are rooms rates, room availability, booking agency of extranet charge some services fee plus 15% ~ 20% commission for the booking, registration to extranet nominal, not very much expensive.
Advertisements on local news papers local radio station and different websites are currently best tools to create market place for the business brand.
Supply Chain Management system:
Extranet is intermediate between hotel and customer, Now life is more easier than ever before booking a hotel room from internet is not a problem,
Extranet enable the customers to book a room just from few clicks, the client server of extranet where that original bookings has been made that system communicates with hotel system in real time to check availability and price and if customer makes that booking it just copied it in hotel's system as it is, Hotel get one booking and all the guest information which hotel required.
How to Compete in E-Market?
There are quite few competitors like ibis, express by holiday inn in the market
Hotel services requirements standard are the same with this challenging environment;
It can improve our services to attract more customers.
Special offers, such as fourth night free stay to the customer if the guest has booked for over a certain number of nights,
Advertisement is the major part in today's competitive e-market, use as possible channels of advertisements to market the product by this tool,
More interactive website will help to create a business,
Company should make packages according to the season, like holiday packages in summer and shopping on Christmas packages in winter to attract more customers all over the world.
Plan Success Factors:
Prices are very much reasonable as compare to other competitors brands,
Entering into contracts with well established and reputed online booking agents which have a global presence and client base.
Appropriate advertisement,
Designing attractive promotional offers to sustain guests.
By ensuring that services standards are always on required level.
Plan Risk Factors:
Credit melt down very low occupancy low profits.
Services standards fallen to un satisfactory state,
#p#分頁標題#e#
Extranet increase it's booking charges will effect the plan,
Any of good booking agent withdraw a contract due to any reasons may also a risk
If the market prices of the products or services increase that will effect on the plan,
Any of the competitors beet the City View hotel Ltd price will effect the plan,
Exit Plan strategy:
Agency booking contracts should say exit policy on short notice and charges must be on minimal amount (with in the reach) when negotiate the contract terms and conditions,
Ensure clauses in the contract to end the contract with a short notice with existing suppliers if they are not giving enough business.
Using online advertisement for short period of times, for example for a month. after assessing its benefit,
Contingency plan should already be in planed.
Conclusion:
City view Hotel Company have 5 branches which are on key locations, company have great potential to compete if they only implement the E-commerce tools into their business. There are many areas where they can put zero cost to get more benefits like if they upgrade there website which is not costly now a days which will increase their sales immediately,
City view Hotel Company still using old system for communicating internally and externally, if they invest to have stable system which will be the demand of these days, changes to new system will increase their revenue. This alteration is also not much expensive.
City view Hotel Company must have their central reservation department which look after all of the properties, due to make this change the occupancy will rise. At the moment hotel have 5 reservation departments which cost the company much more and its useless now a days for a group company to have that big reservation department.
Extranet and new contracts with famous agencies will affect a company sales a lot.
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