CASE STUDY BASED REPORT FOR RTM案例研究报告.docx

CASE STUDY BASED REPORT FOR RTM案例研究报告.docx

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CASESTUDYBASEDREPORTFORRTM案例研究报告

CASESTUDYBASEDREPORTFORRTM

Introduction

Thereportistoinvestigatetheinfluenceofbusinessenvironmentondevelopmentandpromotionnewproductsandmarketsofastar-ratedhotelinChengdu,China.Inrecentyears,thehotelindustryhasbecomemostdynamic;atthesametime,thehotelenterprisesfacefiercecompetition（Choi&Chu,2001;Chouetal.,2008）.Forimprovingthebusinessperformanceandextendingandenlargingmarketshareinthisandincreasinglycompetitiveenvironment,hotelsfindsthebusinessenvironmentisimportantinfluentialfactorforhotel（Og˘uzTürkayetal.,2011）anditcanhelphotelsidentifyopportunitytodevelopnewproductsandmarkets,manystudiesdiscusstheimportanceofsalesandrevenuesstrategiestopromotehotelbusinessperformance（Albersetal.,2008;Ingrametal.,2002;Vorhies&Morgan,2005）.TheobjectivesofreportisthatthehotelshowtoanalyzethebusinessenvironmenttoidentifyopportunitytodevelopnewproductsandmarketsandhowtooperatesalesandrevenuestrategiestofacilitatehotelbusinessperformancebylookingupthecaseoftheKempinskiHotel,Chengdu,China.

KempinskiHotelChengdu,enjoyingahistoryoftenyears,enjoysagreatlocationintheprosperousregionssouthofthecityofChengdu,itclosetomanyforeignconsulatesandadjacenttotheChengduinternationalexhibitioncentre,foreigntradeexportprocessingzone.Itisafive-starluxuryhotelwhichmanagesbytheGermanKempinskiHotelmanagementgroup.AdvancedhotelmanagementmodeofEuropeanendowsKempinskiHotelChengduwithfullymeetcustomerbusinessphilosophy.Altogether471luxuriousandcomfortableguestroomsandsuitsareavailableinKempinskiHotelChengdu,KempinskiHotelChengduboastsChineserestaurant,Western-stylerestaurantandteahouse,plusmultiplemeetingroomswithspecializedmeetingfacilities.

ThisreportusesthemethodofPESTELanalysistomakeacomprehensiveanalysisonhotelsbusinessenvironment.Inordertoexaminethenecessityforbusinessenvironmentsothatnewproductsandmarketscanbedeveloped,thiscanbeaccomplishedbyperformingaPESTELanalysis,whichexaminesthePolitical,Economic,Social,Technical,Environmental,andLegalaspects.

Political

WiththedevelopmentofChina’shotelindustry,thegovernmenthasrealizedthatitisnecessarytotakemeasurestodevelop“green”hotelsothattheChina’shotelsectorisslowlyincorporating“green”applytopractices.ThankstotheChineseGovernment'spoliciesabout"eightrules","sixprohibitions"whichisimpactonthehotelindustrymarketingmode,soforsomeluxuryhotels,theyhavetoadjustthemarketingpatternsofthepastanddevelopnewmarketsandproductstoreducetheeffects.

Economic

China'shotelindustryhasbeendevelopedquickly（Wendyetal.,2012）.AccordingtotheYearbookofChinaTourismStatistics（CNTA,2013）,thetotalnumberofhotelshasincreasedfromabaseofonly137in1978to12859in2013.TheWorldTourismOrganizationtourismalsohighlightsin2010edition,ChinarankedfourthinthetopinternationaldestinationcountryandaccordingtoTheWorldTourismOrganization'sforecast,Chinawillbethetopinternationaldestinationcountrywithover137millioninternationaltouristsbytheyear2020（Lewetal.,2013）.Bytheendof2012,thetotalvisitorarrivalwas3089millionandnumberofdomestictouristswas2.957billionaccordingtoChinaNationalTourismadministration.Alongwiththenumberoftouristsincrease,thehotelindustryinChinahasalsoexperienceddifferentstagesofdevelopmentsincethereformandopeningupin1978.

Social

Meanwhile,withmoreandmorepeoplehaveplentyofdiscretionarytimeanddisposableincometoconsume.Asaconsequence,recreationandtourismhavebecomemajorconsumptionpatternsofpeople.

Technical

Besides,duetothedevelopmentofscienceandtechnology,majorityofhotelstakeadvantageofinternettooperateinternetmarketing,suchasonlinebooking,electronicretailingandcooperatewithotherhotels.However,China'sabilitytosuccessfullyimplementhigh-technologyintohotelindustrylagsbehindthatofdevelopedcountries.Hotelinnovationhasbeenproventobethemostimportantdeterminantsforhoteltodevelopnewproductsandmarkets,enhanceinproductquality,maintainmarketshareandimproveinmanagementperformance（Quadrosetal.,2001;Walkeretal.,2011）.

Environment

Globalwarminghasbeenbecameaseriousproblemandthepollutionofenvironmentisbecomingmoreandmoreseriously,somanyhotelsfocusontheenvironmentinnovationtoimprovehotel’sbusinessperformance,asJacobetal.（2010）statethat“examineenvironmentinnovationasacompetitivefactor”,whatismore,ifhotelshavestrongresource,itcandistinguishthemselvesfromtheircompetitorsandsurviveinacompetitiveenvironment（Tavitiyamanetal.,2012）

Legal

TheChinesegovernmentpromulgatedrelatedenvironmentprotectionlawwhichrequirethehoteltakingthepathofsustainabledevelopmentanddevelopinggreenproducts,sothatitcanreducethepollutiontotheenvironment

Method

ThemainmethodtodotheresearchisbrowseKempinskiHotelandKempinskiHotelChengdu'sofficialwebsite,thenmadeaquestionnaire,hadaninterviewwiththehotel'sdepartmentmanager.Alsofoundsomerelevantdocumentsinthedatabase.Bydoingthis,theprimarydataandsecondarydatacanberespectivelyfound.Fortheprimarydata,isthroughtheinterviewwiththemanagerofthehotel.PreparedaquestionnaireaboutKempinskiHotelChengdufacedthechallengeandthemanagementway,selectedthethreedepartmentsinthehoteltointerview,gotalotofinformationthatproblemsandsolutionsinthedevelopmentofhotel,gotsomeofthebasicdatasuchasthehoteloccupancyrate.Thesecondistovisitthehotel'sofficialwebsite,theKempinakiHotelChengdu’sofficialwebsiteoffersbasicinformationofthehotelincludethelocationofthehotel,roomandentertainmentfacilities,andthefeedbackthattheguestforthehotel.Inadditiontothis,alsofoundsomeliteratureandnewspapersaboutKempinskiHotel.Anarticleentitled'KempinskiChinaRegion'wasintroducedtheChinaregionindetail.

Result

Thisisasectordiagram;itisaboutKempinskiHotelcustomerclassificationstatistics,inaccordancetothecustomer'sgenderstatisticsandclassification.Fromfigure2wecanseeclearlyfromthesectordiagram,58%ofcustomersaremen,42%arewomen.

Thisisahistogram;customersareclassifiedaccordingtoages.Amongthem,thecustomerbetween45and54yearsoldaccountedfor45%,isthelargestcustomergroup.Thecustomersbetween55and64yearsoldaccountedfor25%,thisisthesecondlargestcustomergroup.Thecustomersbetween35and44yearsoldaccountedfor19%,thisisthethirdlargestcustomergroup.Thecustomersbetween35and44yearsoldaccountedfor19%.Thecustomersofovertheageof65yearsoldaccountedfor11%,istheleastamountofcustomersgroup.

Thisisasectordiagram;itisaboutKempinskiHotelcustomerclassificationstatistics,inaccordancetothecustomer'spositionstatisticsandclassification.Customerstoengageinself-employedentrepreneuraccountedfor34%.Customerstoengageinfreelanceraccountedfor31%.Customerstoengageinleadingpositionaccountedfor35%.

ThisisatableofproductsandformaboutKempinskiHotelChengdu.Thehotelhas471roomsincluding45suitesandonepresidentialsuite.Therearefourrestaurants,twobars,agymcenter,aspacenter,and6meetingroomsandaswimmingpoolintheKempinskiHotelChengdu.

Typesofproducts

Numbersofproducts

Rooms

471

Restaurant

4

Bar

2

Gymcenter

1

Spacenter

1

Swimmingpool

1

conferenceroom

6

ThistableisabouttheKempinakiHotelChengduspecialoffers.Thecustomersbefore30dayearlybookingcanhave30%off,thecustomersbefore14dayearlybookingcanhave20%.TheleisurepackageprovidesfreeWi-Fiandbuffetbreakfast.Thebusinesspackageprovidefreeforarrivalairporttransferanddepartureairporttransfer.TheserenitymomentprovidefreeWi-Fi,buffetbreakfastand¥500spaconsumervoucher.ThetuneintosummerbyKempinskiprovidesfreeWi-Fi,breakfastandswimmingpool.Theweekenddiscountprovidesfreebreakfast;gymandswimmingpool,thecustomerscheckinatweekendcanhave20%off.

Thespecialoffers

30dayEarlyBooking

30%off

14dayEarlyBooking

20%off

LeisurePackage

FreeWi-Fi,buffetbreakfast

BusinessPackage

Freeforarrivalairporttransferanddeparture

airporttransfer

SerenityMoment

FreeWi-Fi,buffetbreakfast,¥500spaconsumervoucher

TuneintoSummerbyKempinski

FreeWi-Fi,breakfastandswimmingpool

WeekendDiscount

20%off,freebreakfast,gymandswimmingpool

Outside-catering

Discussion

Fromresearchabove,itshowsthatclassifiedofcustomersfromgender,jobconditionsandagesthesethreeparts.EverygraphandtableindicatedwhichoneistheirtargetmarketandKempinskicanlaunchtheproductsforthetargetmarketinordertoincreaserevenue.Fromfigure2,themaletofemaleratiocanbeunderstoodandthehotelscanlaunchdifferentproductstodifferentpeople.AtKempinskiHotel,thequantityofmenismorethanwomentoliveinhotelandtheycantargetmenastargetmarket.Theycanaimatmentolaunchsomeproductssuchasfreefitnesscentre.Andaccordingtomen’scommoncharacteristictomeettheirdemands,suchasalmosttheylikesimplelifeandtheydon’tlikecomplexsteps.Kempinskishoulddecreasethestepsofcheckinandmaybemanyofmenarebusinessmen,soitshouldprovidesomeco