Outline

Beppuwan Royal hotel:: 

Beppuwan Royal hotel: 300 room (with 30 different types) Location: Hiji City, Oita Prefecture Sightseeing: Jikokumeguri , Takazaki Monkey zoo, Africa Safari National park. Traditional place: Yufuin district, Kitsuki district. Facilities: wedding chapel, open-air hot spring baths, and conference rooms, garden pool, a full-fledged golf course nearby and relaxation esthetics

PowerPoint Presentation: 

Current market Target: Wedding Services Current economic recession Aim to new potential segment Penetrating to new potential segment which is APU international students Sustaining the recent Wedding Service Segment

Satisfaction of customer:: 

Satisfaction of customer: Foreign languages support (English, Chinese, Korean) Lovable-Sanrio themed room Thoughtful preparation (sink example)  Good Comment from customers on Travel-advisor Websites.

2. Diverse Dishes: 

2. Diverse Dishes Japanese, Chinese, Western Styled Restaurants 6 Restaurants in total Serving diverse foods such as: baked meat, Beppu special dishes and so on…

3. Unforgettable Image: 

3. Unforgettable Image Good Services’ Quality Luxurious facilities: outdoor pool, pool (seasonal use), karaoke, and game center, LAN connectivity in high speed, outdoor baths, sauna, golf, tennis, chapel, bridal fair and so on… t he hotel is high ranked in some famous Wedding website such us zexy.net, mwed.jp, etc…

1. High Operation Cost: 

1. High Operation Cost Operating a lot of services as referred above: Tennis, Golf, Outdoor Pool, Cycling, Ocean seaside Swimming, Fishing, Hiking, Hot Spring, Large Baths, Relaxation Esthetics and so on…  Unless it is a good business day when there are many customers using those services, otherwise it really costs a considerable amount of money to pay for employees who work to maintain and operate those services.

2. Less competitive Location: 

2. Less competitive Location

3. Unaffordable Image : 

3. Unaffordable Image 5/40 35/40

1.Considerable Location: 

1.Considerable Location Not near center of Beppu or Hiji One side is Beppu Bay, one side is Mountain  Ideal and natural place for Wedding Ceremony

2. Abundant part-time Working force: 

2. Abundant part-time Working force Near Kamegawa area where is homing a lot of APU international Students APU international Student’s feature: Foreign languages support capability Low wage cost, do not cost a lot of insurance fees  Hiring APU Students will help to solve expenditure cut-off problems, and improve many business.

3. Internationalization: 

3. Internationalization By employing international Students from APU who: Will be potential customers with reasonable prices Will bring BRH brand name to the world Will bring foreign customers to the hotel in return

1. Economic factor: 

1. Economic factor Current economic recession Expenditure cut-off although there were many stimulus packages had been taken place. Yen-high  Hotel industry become more and more risky, and hard to develop sustainablely in this economic circumstance.

2. Wedding Segment becomes less potential: 

2. Wedding Segment becomes less potential Due to: Japanese modern lifestyle Japanese population is decreasing

Conclusion of SWOT: 

Conclusion of SWOT BRH is facing hard period. For a sustainable development, the hotel had better make use of APU international Students, who: As workers, they are an abundant part-time working force with low wage. As customers, they are affordable with reasonable price packages for middle class.

Current Target market: Upper Class, Organizational entities.: 

Curre nt Target market: Upper Class, Organizational entities. Wedding services Restaurant services Leasing conference rooms The most beneficial segments

Product: 

Product About 300 rooms in 30 different types Wedding services Restaurant services Other services: outdoor pool, pool (seasonal use), karaoke, and game center, outdoor baths, sauna, golf, tennis.

Place: 

Place Location in Beppu bay Beautiful sightseeing Natural place for vacation (one side is Beppu bay and one side is Mountain) Assessable 5 minutes walking from Oita Koutsuu Bus Stop 5 minutes by taxi from Kamegawa JR Station

Promotion: 

Promotion Internet marketing websites (with foreign languages support) Official hotel for guests of Harmony Land Room with adorable item of Sanrio such as Kitty themed room and so on…

Price: 

Price For single room per night: around 6000\ to 30000\ Wedding party for 90 guests: around 2,375,800\ (Includes: bridal fair, chapel and party with Nomihoudai (drink for free))

Objective 1: 

Objective 1 the segment accounts for a high market share (deduction from direct survey, the hotel wedding services have a good position in customer mind) in low market growth rate (current Japanese economics) Wedding Segment is a Cash-Cow strategic business unit Maintaining market dominance by being price leader in this year (2012) Making improvements in the services Objective 2 penetrating to a new potential segment which is international students

Objective 1 implementation: 

Objective 1 implementation Activities: promoting the advertisement to get those couples awareness about our services in high-living standards cities such as Osaka, Tokyo, and Kyoto, with an acceptable price package. expanding the advertisement in those cities by Wedding magazines from リクルート (Recruit Commercial Advertising Company)

Objective 1 implementation: 

Objective 1 implementation Timetable: According to Japanese culture, they often hold wedding ceremony in May or December  before May or December 2-3 months, we will intensively promote the advertising in those large cities. Budgets: Using recent profit of Wedding segment and asking subsidy from Mother Company  It is supposed to be around 2.500.000\ to effort this objective.

Objective 1 implementation: 

Objective 1 implementation Performance standards: As a result, we expect that those couples from these large cite will supplement the decreasing part of wedding segment in Oita region in this year.  we can sustain this segment and wait for new chances in the recovering economics in next year.

Objective 2 implementation: 

Objective 2 implementation Activities: Changing our employees systems so that international part-time working students will account for 35%-40% of our employee systems. providing special plans for APU students who are going to graduate in April and September each year, so that the plans are affordable and appeal to these students and their family to have a tour in Oita after graduating from APU. being sponsor for APU cultural weeks, we will help them print poster and in other PR activities of the cultural weeks so that our brand will appear on those PR channels.

Objective 2 implementation: 

Objective 2 implementation Timetable: this objective is long-term target, Carrying out continuously the objective for 3 years, and intensively in APU cultural weeks’ period and April and Septembers. Budgets: we will use the amount of money which was saved from hiring part-time workers instead of Japanese employees to support for this objective. Performance standards: in the next 3 years, we will be able to penetrate to this potential segment and make it become more and more profitable during graduate periods of APU. we are looking forward to possessing a young, willing and enthusiastic working force without spending a lot of money and time to find working force sources.