VIETNAM NATIONAL UNIVERSITY, HANOI INTERNATIONAL SCHOOL *** GRADUATE INTERNSHIP REPORT INTERNSHIP COMPANY/INSTITUTION: Stella Maris Nha Trang Hotel Address: 57 Tue Tinh str., Nha Trang City, Viet Nam Supervisor: PhD Nham Phong Tuan Student’s full name: Nguyen Ngoc An Student’s ID: 11071055 Major: International Business Class: IB2012B Hanoi, March 2016 2 ACKNOWLEDGEMENT “Vietnam – Timeless charm” is the slogan of Vietnam tourism, which is easily seen in every travelling destination of Vietnam The booming of tourism of both foreigners and local people promotes the remarkable growth of not only worldwide tourism, but also Vietnam travelling The natural resources in Vietnam determine the potential of tourism and make that industry become a key role of Vietnamese economic development In tourism industry, one of the most important factors is hospitality Hotel business activities provide huge benefits to Vietnam tourism and increase the value of tourist products The appearance of hotel is inevitable due to tourism development It leads to the fierce competition among hotels to attract customers Therefore, the success of a hotel depends considerably on the effectiveness of marketing programs implemented for the hotel services During six-week internship in Stella Maris Nha Trang Hotel in term of marketing, I got experiences and lessons, which helps me complete my tactics of marketing needed for my future career The report is written to describe my internship process and results Also, it includes my suggestion for direct marketing strategy of organizational customers for the hotel The content of report consists of parts: Chapter 1: Overview of Stella Maris Nha Trang Hotel Chapter 2: Marketing activities of Stella Maris Nha Trang Hotel Chapter 3: Direct marketing strategy for organizational customers for Stella Maris Nha Trang Hotel I would like to show my appreciation to the enthusiastic support of PhD Nham Phong Tuan for helping me complete the internship report; the hotel employees for giving me good conditions in a whole internship period Nguyen Ngoc An LIST OF FIGURES Figure 1: Stella Maris Nha Trang Hotel organizational structure Figure 2: Buying process in business market Figure 3: Structure of Sales – Marketing Department LIST OF TABLES Table 1: Revenue of hotel rooms 2014-2015 Table 2: Arrivals by nationalities in 2015 Table 3: Hotel room prices Table of Contents CHAPTER 1: OVERVIEW OF STELLA MARIS NHA TRANG HOTEL History and development 1.1 Company name and location Name: Stella Maris Nha Trang Hotel Address: 57 Tue Tinh str., Nha Trang City, Viet Nam Tel: (+84-58) 3528 518 Email: sales@stellamarisnhatranghotel.com Website: http://stellamarisnhatranghotel.com 1.2 History and development Stella Maris Nha Trang Hotel is a four-star hotel, which is located in the heart of the coastal city of Nha Trang They always commit to bring differentiation and satisfaction to customers with high quality and various services in order to make their customers’ vacation memorable Although it has been established for not a long time, Stella Maris Nha Trang Hotel has approved itself to be a high-end hotel with professional and proactive employees; modern facilities and innovative management style Therefore, it is obvious that Stella Maris Nha Trang Hotel has achieved impressive results for its first period of operation Being a new comer of hotel market in Nha Trang has caused many challenges for Stella Maris Nha Trang Hotel However, the hotel has gained customer awareness and royal customers thanks to the effective management of general managers and professional employees These are reasons why the quantity of customers coming to the hotel has grown recently Stella Maris Nha Trang Hotel is next to shopping and lively nightlife area and is just one block from beautiful beach Also, it offers international standard star with 98 various types of rooms to meet all needs of customers; restaurants which are able to accommodate over 200 guests; an outdoor pool bar that brings customers a views across the city and the beautiful coastline of Nha Trang; conference rooms, gym with modern equipment, the Spa, tour desk combined with transportation These help the hotel to be considered as an ideal place for customers to have a wonderful Nha Trang vacation Organizational structure and Management 2.1 Organizational structure Structure of an organization is a coordinating and interactive form of all facilities and employees to ensure that all resources are utilized effectively to reach the target Like other hotels, Stella Maris Nha Trang Hotel chooses a model that divides the hotel into different departments with certain job assignment - Figure 1: Stella Maris Nha Trang Hotel organizational structure (Source: Stella Maris Nha Trang Hotel) 2.2 Department function General Manager: They are owners of the hotel They create the hotel’s mission - statement and vision Deputy General Manager: They manage the hotel operation General Manager hires them They are responsible for the business volume, creating business strategy that is based on the vision statement set by General Manager - Sale & Marketing: They make market research that is used to conduct effective business strategy and advertisement in order to attract many kinds of customers Also, they cooperate with other hotels and tourist agents in both domestic and foreign market by signing contract with them Consulting business strategy and business operation with Deputy General Manager to maximize all capabilities and - minimize the weaknesses Public relation: This department maintains the good relationship with customers to - create loyal customers for the hotel Human resources: They manage and analyze the workforce; recruit employees; pay - salary; ensure the quantity of staff enough to operate business Accounting & Finance: This department includes cashier in the reception, restaurant, coffee lounge and bar; accountants for receivables or expenses; auditors; and so on They are accountable for managing capitals; invoices, cash inflow and - cash outflow carefully Front office: They manage booking and payment of accommodation for customers Also, they cooperate with other departments to examine the available room condition, booking profile of customers; solve problems related to services from - customers; provide information required by customers House keeping: They are responsible for the room cleanliness that is required to meet the hotel standard in a certain period They have to examine the properties that customers used or lost in the room when they check out in order to address to the - front office They also clean the work office and public locations in the hotel Fitness center: They provide spa and gym services to customers Food & Beverage department: They cooperate with other departments such as front office, sale & marketing to understand the taste of customers for food and drink so - as to serve them well Purchasing: They buy materials for the hotel and ensure all inputs are high quality - and sufficient Security: They protect the properties of the hotel as well as ensure the safety of - customers and employees Engineering: They are skilled workers who are able to fix quickly any problems - happened with the facilities and the maintenance for them Kitchen: They are accountable for the quality of food and drinks - Services Provide accommodation for customers with main types of rooms: Superior, - Deluxe, Executive, Suite, and President Suite Serve meeting conferences, wedding parties and other events with rooms equipped - with state-of-the-art audio-visual facilities and a professional event team Hold Nha Trang tour for guests The tour desk is located in the ground floor Customers are served by professional staff who provides detailed information - related to the tour and solve any enquiries from guests Serve food and drinks via bars and restaurants, which provide various kinds of dishes and beverages Offer gym & spa services with fully equipped rooms and skilled employees Business capabilities 4.1 Employees Because hotel services have specific characteristics, the workforce requires to operate the hotel is huge and must work 24/7 Therefore, there are characteristics of - hotel staff as the following: The proportion of female employees is high due to services products High job specialization makes the hotel difficult to replace employees Working time depend on the consumption of customers Power of work is fluctuated and seasonal; various and complicated Front-stage employees are young, good-looking and professional Stable salary is paid for employees Working time is divided mainly into shifts The recruitment process of the hotel is made carefully so as to employ good staff for the hotel After the profile is examined, the candidates whose selected resumes are called for interview The language in the interview depends on the departments and positions Board of examiners includes human resources department, head of the department that the candidates want to work for Selected candidates join internship before becoming the official employees of the hotel The staff of Stella Maris Nha Trang Hotel is able to speak foreign languages fluently such as English, Chinese, Japanese, and so on They have to take the annual language tests and specification exams Also, the hotel holds an annual individual meeting in which the employees can suggest their ideas to the managers and give feedbacks from them There is a New Year Party, which is held annually for all employees as the recognition of the General Manager to their hard working 10 4.2 Facilities • Swimming Pool There is a outdoor swimming pool which is located on the 10 th floor of the hotel It has a unique and modern design, which makes customers not only enjoy fresh water and panoramic view of Nha Trang Bay, but also refresh yourselves with light snacks and cocktails offered by the bar in the same location This place is perfect for all social and business meeting • Gym & Spa It is located in the 3rd floor of the hotel The gym center opens daily at 6.30 in the morning and closes at 10 in the evening The gym room is furnished with modern facilities There is also coach in the gym However, the spa provides services from a.m to 10 p.m every day It serves customers with various kinds of - massages such as Shiatsu massage of Japanese, Vietnamese traditional massage • Bar & Restaurant There are bars and restaurants in the hotel Lobby lounge: It is located in the lobby area in the ground floor The Lobby Bar is an ideal venue for travelers and business people to meet, socialize and relax in a - modern atmosphere It opens from in the morning to 10 in the evening Sky Pool Bar: It is located on the 10 th floor Customers can enjoy snacks and drinks - as well as see the view of Nha Trang Bay Live music is performed at the weekends Octopus: The restaurant is located on the 2nd floor It serves buffet for breakfast from a.m to a.m European, Asian and À la carte menu is provided for lunch from 11 a.m to p.m; for dinner from 6.30 p.m to 10.30 p.m Its capacity is 250 - guests VIP room: This room is used up to 50 guests with theatre design style It is suitable - for family events and birthday party Conference hall Liberty: The hall is served only for meeting conferences, wedding parties and review ceremonies It is located on the 10 th floor The operation time depends on customers’ request and its capacity is 200 guests • Accommodation Stella Maris Nha Trang Hotel has 201 rooms, which is divided into types of rooms: Superior, Deluxe, Executive, Suite and President Suite 10 30 potential customer segment and professional sales employees so as to achieve that goal 2.2 Target segment • Customer segmentation There are many criteria to segment customers including behavioral segmentation, demographic segmentation, psychographic segmentation and geographic segmentation, are used by direct marketers According to the current situation of the hotel, purchasing purposes or behavioral segmentation is chosen • Target customers The domestic organizational customers are target segment of the direct - marketing The following is the detailed information of target customer groups Domestic travel agencies and tourism companies: With the four-star quality, the target agencies of the hotel are ones that provide tours for average-income and above people For example, Saigontourist Nha Trang, Viettravel Nha Trang, Sun Flower Travel, and so on Besides, the hotel pays attention on new tourist agencies - because they would become the future partner of the hotel Private firms and joint-stock companies: It is a various market with many kinds of enterprises Companies mostly consider the employee motivation so that they will hold vacations for their staff to encourage them work hard One of their considerations is how to minimize fees, but their purposes are satisfied Nha Trang is an attractive tourism place for visitors all around the world and the hotel’s competitive advantages can satisfy this segment Thus, Stella Maris Nha Trang is - totally capable of providing services to serve these customers successfully Schools and universities in big cities: It is a potential segment that many hotels are forgetting Holding vacations for teachers, excellent students or reality trips for students of architecture, tourism, history and arts majors, which are opportunities for the hotel The differences in term of travelling time, the stable quantity of trips and continuous growth are keys for the booming of that segment in the near future In summary, the target segment of the direct marketing plan is three groups as the following: Group 1: Local travel agencies and tourist companies Group 2: Private and joint-stock firms Group 3: Schools and universities in big cities • Identifying information relating to target customers 30 31 This task is required to assure that marketers understand their target segment, which leads to choose effective direct marketing tools There are many ways for the hotel to collect target customer data such as selfcollecting, hiring statistics companies, buying documents form statistics companies, and so on Each method has its plus and minus points For the hotel, it had better use data from statistics companies to save time and human resources of marketing - department It is obligated for the hotel to collect key information as the following: Contact information Demands Characteristics Relationship with other hotels and travel agencies These are essential factors deciding the success of that direct marketing plan 2.3 Direct marketing strategy • Product In this strategy, there are groups of target customers However, the hotel cannot serve all guests with the same products and services due to their different characteristics Stella Maris Nha Trang has 98 rooms divided into types Thus, the hotel can offer the rooms and services to groups of customers as the following: Groups of customers Superior Types of rooms Deluxe + Services Executive Suite President Suite •         Strategy The main difference between physical products and tourism ones is the tangibility and intangibility A marketing strategy of physical goods is easier to execute because the customers are able to see and touch these However, services are introduced to customers through tangible elements such as surrounding environments, people, and facilities The core product delivered to buyers as they come to the service providers or they purchase it Therefore, a marketing strategy is not easy to conduct and implement because it is relied on the customers’ preferences and the understandings of the hotels to its customers 31 32 It is impossible to separate the services performances and services providers when the hotel wants to advertise Thus, specific images and promises about the services offered to the customers are used in the marketing plan In particular, the images of hotel rooms, restaurants, recreation services and employees of Stella Maris Nha Trang are used in the direct marketing strategy Moreover, the employees of marketing department are responsible for implementing that direct marketing plan so as to assure the effectiveness of communications and minimize unnecessary expenses • Media channels It is the media selections to deliver messages of services to target customers in the direct marketing There are many media tools used in that direct marketing plan such as catalogue, e-mail, etc Each media channel has its tactics to assure the success of the direct marketing campaign For instance, telemarketing becomes an effective tool as the hotel chooses employees who are well trained and provides them supporting awards Those people know how to end the calls if the customers are less potential The media choice in a marketing strategy depends on the target customers The following is the media channels used for each group of target customers Group 1: It is necessary to send them the catalogues to help them sell the services conveniently A direct mail with commission and exclusive discounts or a thank you letter is also good choice Group 2: A catalogue offering suitable hotel rooms and magazines should be used for these customers Direct mail or telemarketing is a useful tool when the travelling season comes Group 3: The employee vacations held by managers and reality trips held by officers based on the students’ interests Thus, media channels focus on these people In particular, the hotel should advertise on education and student newspapers or magazines; hold events where both the hotel and these target customers can discuss with each other in appropriate time • Distributions 32 33 One of the main advantages of direct marketing is being able to test in the real market situations, evaluate the effectiveness of products, advertisements and media channels, for example The direct marketing strategy conducted to utilize competitive advantages of the hotels and bring stable quantity of organizational customers staying in the hotel, which assures the survival of Stella Maris Nha Trang in a fierce competition of attracting customers Distributions prefer to the delivery of media channels used in the plan such as direct mails, catalogues; the determination of advertising time and direct selling so as to encourage the purchasing of target customers 2.4 Evaluation The purpose is to evaluate the implementation of the direct marketing campaign, which means identifying the result of plan is whether successful or failed as well as the determining the plan should continue or not The feedbacks are - included in the evaluation process • Criteria for evaluating results Customer responses (orders): It is the first and the most important element of direct marketing evaluation For the hotel, it is measured with the quantity of customers booking the hotel rooms after receiving the direct message from the hotel The comparison between the number of purchasing customers affected by direct marketing plan and the target customers of that strategy is the basement to evaluate - the success of the campaign Achieved relationships and potential customer forecast: Apart from persuading potential customers book the hotel rooms, direct marketing is accountable for building and maintaining customer relationships; making list of the most potential customers of the hotel This task is evaluated through the following criteria: + Current customers are a stable source of visitors staying and using services of the hotel + The number of potential customers is able to purchase the hotel services in the future • Identifying limitations Finding out these minus points of the plan helps marketers recognize their weaknesses and learn lessons, which leads to improvement for the future strategies The limitations might exist in some circumstances as the following: 33 34 - Selection of target customers and potential buyers: It is the first step of executing a direct marketing plan, but it is easy to make mistakes which lead to serious problems for the following steps There are some faults that can list as the below: + The hotel chooses target customers whose demands the hotel cannot serve For instance, the hotel cooperates with travel agency that offers high-end tours for upper-class people Thus, the hotel with four-star standard cannot satisfy the demands of these people + The target buyers cannot afford the services fees For example, the budget of reality trips of students is not large enough to book hotel rooms So, the officers choose cheaper accommodations instead of four-star hotel + Information does not describe exactly the customer characteristics It may be caused by the unconscious manner of data collectors or the hotel slowly updates - customer data Product: The faults are made by the misunderstandings of target customer needs, which leads to the failure of the following steps such as media channels used to affect customer-purchasing decisions These media tools not make target customers feel satisfied with the hotel services So, there are not responses to the hotel Also, the tangible factors selected to advertise the hotel services are not attractive enough to target customers It might be caused by the hotel has little information or the hotel does not make the buyers consider augmented services as important things Another consideration is the employees not perform well hotel services It may happen before and during the program, which affects the hotel business activities and the success of the plan - Media channels: The success of direct marketing plan depends considerably on how media tools and marketing tactics are used The limitations of media channels might happen in some circumstances: + The media channels are not suitable for the target customers + The time of using media tools is inappropriate + Selected media channels not deliver the messages as the hotel expected Implementation of direct marketing tools for Stella Maris Nha Trang Hotel 3.1 Catalogue • Objectives 34 35 - Catalogue delivers all information of the hotel: The first goal of using this media tool is to provide hotel information to customers as they read the catalogue The information of hotel rooms, facilities, recreation services must be clear and specific The images must be included in the catalogue also Other unforgettable things are hotel address and a map showing the way to go to the hotel - Catalogue provides a simple booking form with phone number to help the hotel easily contact to customers: This is the difference of a direct marketing catalogue compared to a normal one The purpose is to increase the responses from the hotel • Requirements Catalogue is the first tool used so that it plays an important role in building hotel image in mind of customers Also, industrial customers are always considered as an attractive segment of many companies in not only tourism, but also different industries Thus, advertising products focus on organizational customers, which requires Stella Maris Nha Trang Hotel’s catalogue to be attractive and distinctive - Design The popular size of a hotel catalogue is 24 cm length, 10 cm width with pieces of hard papers In this direct marketing plan, the catalogue size is the same as normal, but the decoration must follow the aforementioned criteria to differentiate the Stella Maris Nha Trang catalogue from other ones + The images used for catalogue must be memorable and make customers curious about the hotel For example, hotel images are hotel rooms, restaurants, receptionists and especially, the night image of hotel, the scene of welcoming visitors or the peak time of restaurants For Nha Trang images, the landscape of beach and nightlife should be included + Language used in the catalogue is Vietnamese because the target customers are local organizational visitors Language must be simple and easy to understand The key words must be shown on the first page of the catalogue - Content: The catalogue used in direct marketing makes target segment respond to the hotel Therefore, messages tailored to each group of target buyers + Group 1: They buy the hotel services to coordinate with other single tourism products and then provide a full package to travellers Thus, the catalogue includes detailed information about the hotel and its recreation services Price and 35 36 commission tables must be attached to the catalogue Besides, the hotel uses the sentences such as “ Stella Maris Nha Trang Hotel – the ideal place to stay for tourists” or “ Stella Maris Nha Trang Hotel – a wonderful coordination for any vacations” to help this group sell its tourism products easily + Group and 3: This is the first time using the hotel services of those groups So, the content of catalogue must include detailed information of hotel rooms and their distinctive images Promotion events and discounts must attach to the price list of hotel rooms Besides, the booking form and phone number of the hotel must be included • Distribution It is essential to know the exact time that target customers want to travel so as to assure the effectiveness of distribution in direct marketing Normally, the catalogue is sent to target buyers one month before their travelling demands exist - Group 1: Scattered whole year, as the hotel offers discounts - Group 2: before holidays, in summer, off days, etc - Group 3: before holidays, in summer, before reality trips 3.2 Direct mail It is used to support catalogue or being a separate direct marketing tool to create recognition of target customers Direct mail has been popular recently because it has high selectivity, which allows the hotel to reach to each target buyers • Objectives - Direct mail promotes customers to buy the hotel services: It means that direct mail becomes a supporting tool for catalogue for short time It helps divide potential customers into more specific groups The hotel uses direct mail to influence these groups of target customers and promote them to the fourth stage of purchasing process - Direct mail collects customer data: This direct marketing tool is able to collect information of customers It is an important foundation for the following steps in the campaign - Direct mail reinforces and maintains customer relationships • Requirements - According to the aforementioned objectives, it is obvious that direct mail must not be long The maximum pages are two A4 ones The content includes: + Hotel information: quantity of rooms, facilities, and services + Price list: The fee of each type of room 36 37 + Discounts: It is the key to make customers respond to the direct mail so that it must be distinctive For example, the price will be 10% discount for early booking customers + Telephone number and thank you letter are the final part of direct mail A envelope design with free charged by the post office The direct mail sent to customers who received catalogue They are the most potential groups of customers purchasing the hotel service The time of sending direct mail is from 10 to 15 days before the travelling demand of customers exists - Another purpose of direct mail is to reinforce and maintain customer relationships Thus, its content must show the appreciation of hotel to organizations because of their trust on the hotel services or congratulate them on their special days It also provides customers bigger discounts from the hotel when they continue to use the hotel services Booking form and envelope with free charged by post office must be included For receivers, the hotel makes lists of potential customers, current buyers and former ones The criteria to select these customers are the following: + Close relationships + The quantity of booking rooms is big + Organizations use services in off-peak season + Companies just come once, but their potentials are high The time of sending these direct mails is holidays, the company ceremonies or 3.3.1 the days that the hotel creates 3.3 Other tools Newspapers & Magazines The hotel advertising is using these media channels such as tourism newspapers and magazines However, target customers in that plan are categorized into groups, which makes these tools show their limitations It is the reason why the hotel should expand the types of newspapers and magazines in order to succeed in that plan Group 1: Tourism magazines Group 2: Economic newspapers and magazines, the industrial addresses Group 3: Educational newspapers, student magazines Besides, online newspapers and tourism website such vietnamtourism.com; dulichvietnam.com should be focused in that strategy 37 as 38 Telephone number will connect the hotel to customers However, it would be better to provide a small booking form with customers name and their phone 3.3.2 numbers so as to collect data of buyers Telemarketing In this plan, this tool can be an independent tool or a supporting one The hotel uses telephone number is a connection between the firm and the customer with aforementioned tools The employees who answer the phone calls from customers are important because purchasing decision may be made as customers call to the hotel Thus, the hotel should employ female staff that has gentle and emotional voice Those people are responsible for not only respond to any customers’ questions, but also collect customer data as fast as they can Also, promotion events delivered to customers in order to promote them to purchase hotel services as the calls end The people that the hotel calls will be selected randomly among those groups of customers However, the calls should be focused on persons who are decision makers of organizations so as to avoid unnecessary expenses Understanding of the time that the travelling demand of target customer exists is an important thing to make a phone call effectively Telemarketing can be used before target buyers receive catalogue or direct mails to encourage them to get these continuously This tool may be used after the target customers receive these aforementioned products to promote them purchase the hotel services It is essential for the hotel, especially the call employees to consider the customers’ age, job, working time in order to avoid failure Conclusion In a fierce competition of all industries in the economy, the tourism is not an exception The survival of a company is relied significantly on marketing strategies because they are effective competitive advantage of the hotel to compete to other ones After six-week internship in Stella Maris Nha Trang Hotel, the author hopes that the report with a suggestion of direct marketing strategy of organizational customers, which is based on my reality experience in the hotel and my knowledge, 38 39 will support the effectiveness of marketing department as well as the future development of the hotel as a whole 39 40 VIETNAM NATIONAL UNIVERSITY, HANOI INTERNATIONAL SCHOOL SOCIAL REPUBLIC OF VIETNAM Independence – Liberty - Happiness Schedule of the graduate internship Internship Company/Institution: Stella Maris Nha Trang Hotel Supervisor: PhD Nham Phong Tuan Student’s full name: Nguyen Ngoc An Student’s ID: 11071055 Class: IB2012B Major: International Business Week Date Tasks performed - Learning about the hotel’s history, achievements and market 18/1/2016 – - Learning about the working tasks and business activities of the 22/1/2016 hotel - Researching the services offered by the hotel - Learning about working tasks of a Marketing staff required to 25/1/2016 – perform 29/1/2016 - Learning about the market and target customers of the hotel - Sending e-mails of promotion events to organizations, 1/2/2016 – customers 5/2/2016 - Preparing Lunar New Year’s party for the hotel employees - Executing marketing plans for Spring 2016 with the Marketing 15/2/2016 – team leader 19/2/2016 - Making phone calls to customers to persuade them to join the hotel promotion events - Making weekly working report - Making list of customers using hotel services 22/2/2016 – - Sending e-mails of promotion events to customers 26/2/2016 - Going with a Marketing staff to sign contract with a tourist agency - Making weekly working report 40 41 Week Date Tasks performed - Joining a meeting for executing a new marketing program 29/2/2016 – - Making a part of online marketing plan 4/3/2016 - Making working report of all tasks completed during internship - Listening to review of supervisor and joining farewell party VIETNAM NATIONAL UNIVERSITY, HANOI INTERNATIONAL SCHOOL SOCIAL REPUBLIC OF VIETNAM Independence – Liberty - Happiness Graduate Internship Evaluation (for Supervisor) Student’s full name: Nguyen Ngoc An Student’s ID: 11071055 Class: IB2012B Major: International Business Internship Company/Organization: Stella Maris Nha Trang Hotel Supervisor: PhD Nham Phong Tuan The performance of the schedule: Internship period starts from 18/01/2016 to 4/3/2016, the student followed the schedule sufficiently She obeyed all guidance of internship period Awareness, attitude: Excellent! She is aware of useful meaning of the internship period in the undergraduate level course She have often contacted with her supervisor Other comments: ………………………………………………………………………………………… ………………………………………………………………………………………… ………………………………………………………………………………………… Hanoi, 8th March 2016 Supervisor (Signature and Full name) 41 42 42 43 43 44 REFERENCES Robert C Mill, Alastair M Morrison 2013, The tourism system, 6th edn, Kendall Hunt Publishing Company Morgan Westcott 2012, Introduction to Tourism and Hospitality in BC, BC open textbook Available at: https://opentextbc.ca/introtourism/front- matter/about-the-book/ [Accessed at 25th February 2016] Olga Loginova 2011, Organizational buying behavior in business tourism market: Case Holiday Club Resort Oy, Saimaa University of Applied Sciences, Lappeenranta Availabe at: https://publications.theseus.fi/bitstream/handle/10024/32925/Loginova_Olga pdf?sequence=1 [Accessed at 24th February 2016] Vitale, R., Giglierano, J., Pfoertsch, W 2010, Business-to-Business Marketing, Pearson Education Inc 44 [...]... customers in Stella Maris Nha Trang Hotel During operation time, it is obvious that the number of walk-in booking rooms in the hotel is not high because Stella Maris Nha Trang is just a newcomer The brand awareness is not strong enough to make customers decide to book among many four-star hotel choices in Nha Trang This is a challenge for marketing department to position the Stella Maris Nha Trang in the... friendliness, culture For the relationship between hotels and publics, the hotels employ people in Nha Trang, which improves the living standard of local people and the economy of Khanh Hoa province In summary, the hotels in Nha Trang make local people comfortable as they think of For the relationship between Stella Maris Nha Trang and publics, the hotel endorses scholarships for poor children, who... the hotel is situated at the heart of Nha Trang coastal city, which means visitors can enjoy the panoramic view of Nha Trang as they stay in the hotel However, the hotel is just a newcomer to the Nha Trang hospitality, the brand awareness is not strong enough to affect customers’ choice This is a challenge for the hotel to compete in the market with many highly competitive ones • Competitors Nha Trang. .. uses the sentences such as “ Stella Maris Nha Trang Hotel – the ideal place to stay for tourists” or “ Stella Maris Nha Trang Hotel – a wonderful coordination for any vacations” to help this group sell its tourism products easily + Group 2 and 3: This is the first time using the hotel services of those groups So, the content of catalogue must include detailed information of hotel rooms and their distinctive... competitive advantage for tourism of Vietnam in both Asian area and other ones For Nha Trang, tourism is a key industry for development of Khanh Hoa province Therefore, the regulation always supports for investors from different areas to invest on tourism in Nha Trang 1.2 Internal environment • Stella Maris Nha Trang Hotel A four – star hotel which has 201 international standard rooms and other services such... slowly 3 Activities of Sale – Marketing Department in Stella Maris Nha Trang Hotel 2.1 Department structure Director of Sales – Marketing Sales Manager Marketing Manager 2.2.1 - Figure 3: Structure of Sales – Marketing Department (Source: Stella Maris Nha Trang Hotel) 2.2 Position functions Director of Sales – Marketing Conduct marketing plans for the hotel Create budget plan that is submitted to Deputy... customers, which requires Stella Maris Nha Trang Hotel s catalogue to be attractive and distinctive - Design The popular size of a hotel catalogue is 24 cm length, 10 cm width with 4 pieces of hard papers In this direct marketing plan, the catalogue size is the same as normal, but the decoration must follow the aforementioned criteria to differentiate the Stella Maris Nha Trang catalogue from other... is slightly lower than other four-star hotels in Nha Trang This is a competitive advantage of the hotel to attract more customers, especially organizational ones to choose that service from Stella Maris Nha Trang Hotel Furthermore, organizational customers are stable even in off-peak time Because of seasonal characteristic of tourism as well as hospitality, the hotel always offers high commission for... media channels do not deliver the messages as the hotel expected 3 Implementation of direct marketing tools for Stella Maris Nha Trang Hotel 3.1 Catalogue • Objectives 34 35 - Catalogue delivers all information of the hotel: The first goal of using this media tool is to provide hotel information to customers as they read the catalogue The information of hotel rooms, facilities, recreation services must... there is also a wide range of selection for customers In Nha Trang, the four-star hotel market includes both domestic and foreign brands It is considered as a fierce competition because all have strong financial capability and identified brands, especially foreign ones such as Novotel Nha Trang Therefore, it is important for Stella Maris Nha Trang to be sensitive to market trends to survive in this