Table of content

INTRODUCTION...................................................................................................................2
1.1 Review changing perspective in marketing planning ..................................................3
1.2 Evaluate an organisations capability for planning its future marketing activity. ....4
1.3 Examine techniques for organisational auditing and for analysing external factors
that affect marketing planning. ..............................................................................................5
1.4 Carry out organizational auditing and analysis of external factors that affect
marketing planning in a given situation. ..............................................................................9
3.1. Write a marketing plan for a product or a service .................................................... 20
3.2 Explain why marketing planning is essential in the strategic planning process for
an organisation...................................................................................................................... 22
3.3 Examine techniques for new product development................................................... 23
3.4 Justify recommendations for pricing policy, distribution and communication mix.
................................................................................................................................................ 24
3.5 Explain how factors affecting the effective implementation of the marketing plan
have been taken into account. ............................................................................................. 28
REFERENCE ............................................................................................................................ 31

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 INTRODUCTION
DATRACO Company recently introduced to the hotel industry a 5-star hotel is Grand Hotel
Tourane. Located in the most prime location of My Khe Beach, Grand Tourane hotel is located
in a central location to connect all utilities such as airports, Han Market, Dragon Bridge, railway
stations ...., The scenic places such as the Marble mountains, Son Tra peninsula, Cham Islands
and is the center of the world's cultural heritage, such as Hoi An - My Son - Hue. Managed by
Hotel Management Group of Asian Grand Legacy Pty Singapore, built less than two years on a
total area of 12,000m2, with the scale of construction over 7.500m2 and the total investment of
over 485 billion, Hotels Grand Tourane is considered an international 5-star hotel on the shores
of the latest current Da Nang. With 189 rooms are designed in harmony and elegance, and 2
conference rooms, accommodating wedding party 400-600 seats and restaurant chain serving the
cuisine - Asian, coffee bar, spa , gym, outdoor pool ... will bring more tourists during the holiday
service.

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1.1 Review changing perspective in marketing planning
Marketing-Led Organization is Organization is led by the marketing department. This
statement has completely changed the whole Marketing perspective, empowering the Marketing
abilities, increasing the level of activities from tactical into strategic level in the scope of Strategic
Management. For 5-star hotel like the Grand Tourane, the customer is very important, is who
decides the survival and development of their hotel. Customer and the hotel has an intimate
relationship, cannot be separated. To become a marketing organization- led, hotels must
implement a market-oriented but need to focus on customer needs and wants. Grand Tourane
hotel has two special signs identifying the business as one-Led Marketing organizations, first of
all the hotel's marketing department can perform the function of market intelligence, propaganda
and international promotion product descriptions of hotels at home and abroad in order to attract
customers and maximize profits. Marketing department has the right to make contracts associated
with tourism companies and hotels in the country. Advising the Director on business operations
and suggest directions, business strategy, proposed measures to restore the weaknesses and
promote the advantages of doing business. That is why the marketing department is important
key decide the success of the hotel. 2nd signs proven that Grand Tourane is marketing- led
organizations are leading their activities always based on the customer's wishes. For products,
they study the needs of customers and offer more services consistent with the utility customer
wishes for example babysitting at the hotel is the result of listening to comments from those
customers who want to go sightseeing but encumbered children. For pricing, customer research
helps Grand Tourane appropriate valuation and especially find the psychological price that
customers are willing to pay. For promotional activities, customer research to determine which
ad programs, promotions can attract, convince them and know which to choose media to reach
target markets.

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1.2 Evaluate an organisations capability for planning its future marketing activity.
In business, Grand Tourane Hotel visionary than others. They are leaders in their field with
creativity and innovation in making the products, new services. The specific objectives of the
program poses marketing for each target market selection would fit with the general objective of
marketing activities. But each time each target specific markets, the aim of the program with other
Marketing to suit specific circumstances. Recognizing this requirement, Marketing Department,
Sales Department, along with the leadership attaches importance to clearly define the objectives
to be achieved for each targeted customer segment. E.g. for their restaurant, Grand Tourane Hotel
always considered as one of the two business segments of its spearhead. The hotel has set a goal
to fully exploit customers upstream and organizations at home and abroad with the main activities :
wedding, seminar - conference. Fully exploit here lies in two aspects: The first aspect is fully
utilized to the maximum capacity of the room and service personnel; this will be done through
advertising images and elastic pricing policy to attract customers. The second aspect is suggestive
needs and make the most of the service surcharges attached. For example, wedding services
package, service organizations - performing arts activities in workshops, etc. In short, this
surcharges services make a difference in the quality of service of the hotel.

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1.3 Examine techniques for organisational auditing and for analysing external fact ors
that affect marketing planning.
PEST

PEST is simple analysis tool, useful and widely used, it helps business identify the "overvie w"
of political, economic, cultural - social and technological environment. So entrepreneurs around
the world use PEST to build a vision of the future
Political: For companies operating on an international scale, these elements will become very
complicated. They have to analyze the stability of politics, know the local laws affecting the
business sector as well. These factors have impact on industry structure and profitability of the
industry / business. Information sources: government agencies websites, publications, consulting
firms, lawyers, etc.
Economic: Prospects of the economy have a strong influence on operations, profitability of the
industry and corporate. Deteriorating economic may cause decreased consumer and a negative
impact on sales of the industry. Therefore, enterprises need to monitor macroeconomic forecasts
and to have the appropriate business plan. Source of information: press economic analysis report
of the securities companies, investment funds, market research firm, etc.
Social: Cultural - society factors can shape consumer trends. Research business trends to
determine the needs of the market, positioning products / services in line with market tastes.
Source of information: press, media, market research firm, etc.
Technology: The revolution of technology, especially information technology in the past few
decades has really changed the world, change consumer behavior and business activities.
Enterprises that take advantage of opportunities that can increase competitive advantage, serving
customers better, cheaper.

SWOT

SWOT is an abbreviation set the first letters of the English words: S (Strengths), W (weaknesses),
O (Opportunities) and T (Threats) - analysis model is well known in business industry.
Strengths (maintenance, construction and leverage), is the dominant factor authentication and
clarity. Opportunity (assessed optimistically), the external factors cannot control, and they can
leverage the potential that brings many opportunities for success. Threats (barriers), are factors
causing negative effects to the business and degree of their effects depend on the improvised

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action. SWOT analysis is one of the most useful skills. Thanks to this tool, leaders work
effectively, improve ability to make decisions, maximize personal effectiveness and so much
more. SWOT analysis is a powerful analytical technique in identifying strengths and weaknesses
and for looking at the Opportunities and Threats. And by understanding your weaknesses in the
business, you will be able to manage and eliminate the risk that you unawares. Moreover, using
a comparable basis and SWOT analysis between business and their competition, they can outline
a strategy that helps them distinguish them from competitors, thus aiding them effective
competition on the market.

Five force Porter

o Bargaining power of Supplier
- The number and size of suppliers: Number of vendors will decide to competitive pressure,
their negotiating power for industries and enterprises.
- Ability to replace the vendor's products: In this issue they should study the possibility of
replacing the input material by suppliers and conversion cost supplier
- Information about suppliers: information about suppliers have a major influence on the
choice of input suppliers to the enterprise.
o Bargaining power of Customer
Client is a competitive pressure can directly affect the entire production and business
activities of the industry. Customers are classified into two groups: Retail Customers and
Distributors. Both groups now put pressure on prices, quality products and services come and it
is they who control the industry through competition in the buying decision. Similar pressure
from the suppliers we consider the impact of competitive pressure from customers for industr y :
Scale, Importance, The cost of converting customers and Customer Information.
o Threat of substitutes product or services
Substitute products and services are the products or services that can satisfy the needs of the
equivalent of the products and services in the industry.
o Threat of new entrants

According to M-Porter, potential rivals are businesses not currently available in the industry,
but may affect the industry in the future. Potential opponents more or less, their pressure to
strong or weak sector will depend on the following factors

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+ The attractiveness of the industry: This factor is reflected by indicators such as rates of return,
the number of customers, the number of firms in the industry.
+ The barriers to entry are those factors make entry into a sector more difficult and costly.
+Commercial factors: system distributors, brand, customer systems ...
o Rivalry among existing competitors

The business is now in the industry will compete directly with each other creates back pressure
on the industry to create a competitive strength. In a sector the following factors will increase the
competitive pressure on rivals
+ Status of industry: demand, the growth rate, the number of competitors...
+ The structure of the sector: industry concentration or dispersion
+ Exit Barriers: Like the barriers to entry, barriers to withdraw the elements making withdrawal
from the business sector becomes difficult
BCG Matrix (Boston Consulting Group)
Problem of BCG given that it is capable of generating profits through portfolio analysis SBU
(Strategic Business Unit) of one company and therefore it allows assess the overall competitive
position of the business combination business (Combination of SBU). BCG matrix shows the
situation of the SBU is composed of 4 portion of the matrix is: star, question mark, Dairy and
Dogs. SBU- star having a relatively large market share in the high-growth sectors. The star SBU-
be appreciated on profitability, can meet the demand for investment capital. SBU- question mark:
This is the SBU in the competitive position is relatively weak, with relatively low market share.
SBU- question mark can become SBU - star, if invested, "nurturing" good - we need a huge
amount of capital investment. SBU- cow: These are the SBU in low growth industries in the
mature stage but has a high market share and strong competitive position. SBU - Dog: This is the
SBU in weak competitive position, market share is low, slow growth in the sector.

Four strategies applied Build Strategy, Hold Strategy, Harvest Strategy and Divest Strategy. Build
applied to the SBU - question mark, when applying this strategy, sometimes have to sacrifice
immediate profits for long-term aims. Hold applies to section SBU Cow in order to maximize
profitability and generate cash. Harvest is consistent with the SBU cow. Also, can use the product
in question mark but cannot switch to Dog or Star. Divest applies to the product in SBU question
mark (certainly not become stars) and the product is located in the Dog

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 Ansoff Matrix
Ansoff identified four possibilities that business can look to identify target markets:

o Entering the market (market penetration): Introducing existing products in existing

markets ie market access effectively and deeper.
o Expand the market (new market development): Expand the existing product to a new
market that is exploring new markets but also with existing products.
o Product development (new product development): Development of new products in
existing markets means adding new products to the existing product portfolio to cater to the
market currently.
o Diversify (diversification): Develop new products to open new markets. Ie diversifica tio n
of business activities. This ability to create business opportunities for business development, but
also represents a business risk by jumping into a completely new field.

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 1.4 Carry out organizational auditing and analysis of external factors that affect
marketing planning in a given situation.
a. PEST
Political

Political stability: Unlike some countries in the region such as Thailand and the Philippines,
Vietnam is a country with relative political stability. Political stability make the environment safe
and conducive to economic development. The legal system: A political regime, a strict legal
system will create conditions of fair competition for enterprises, ensuring that the economy stable
development. Those policies are: Protection of free trade, the salary regime, the regime of
subsidies and allowances for employees. These factors greatly affect commercial activities of the
company. The state's policy on goods expanded, now easily perform their commercial activities.
The company was set up and operate apart under the provisions of the law on hiring, taxes,
advertising, environmental protection, etc. Wanted to penetrate the Vietnam market, Grand
Tourane should be organized and operate in compliance with:
- Business law 2005
- The activities of the Company to comply with Business law and other relevant law and the charter
company

Assessment of the level of fraud, corruption of the nations of the world in 2010
Vietnam belongs to the region have been assessed as very high level of fraud. Evaluation score
of Vietnam is 2.7 that located in the top 3 hotspots of administrative fraud and ranks the 116/178
countries on transparency. These figures showed a hot spot in Vietnam laws have existed for

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 many years, it is the bureaucracy, corruption and lack of transparency. If such an environment in
which businesses engage in non-transparent back, while enterprises can hardly compete fairly.
Economic
- The economic growth rate: In 2011, production and trading in Vietnam continue to be
maintained and to grow both in industry and agriculture, although the growth rate is not high. As
a result, GDP growth rate reached 5.89 years. State emphasized sustainable development tasks
stability, social security, not set high growth targets first. By 2014, the economic growth rate
(GDP) of VN years reached a quite beautiful: 5.98% achieved results are encouraging numbers
for Vietnam's economy.

-
- The graph above shows the trend of economic growth in the last years of Vietnam. The growth
rate was the highest in 2007 with 8.48%. In 2008, the first year Vietnam is affected by the global
economic crisis, the economic growth rate dropped to 6:31% and under the impact of the world
economic crisis, in 2009 the GDP reached only 5 , 32%. In 2010, Vietnam has regained growth
momentum with GDP growth rates spiked to 6.78%. Although economic growth in 2011 and
2012 dropped by 5.89% and 5.25%, less than two-thirds compared to pre-crisis levels. 2013-2014
year, Vietnam's economy began to show signs of recovery, the GDP reached 5.42%, respectively
(2013) and 5.98% (2014). This bodes well for Vietnam's economy, shows Vietnam is in the
process economic recovery with positive results.
- The average income per capita: It can be seen, the average income per capita of Vietnam has
increased significantly since 2008, when Vietnam began to shift from low-income country to the
country with average income. In 2011, Vietnam has become a middle-income countries, although
still at a low average per capita income at $1,200/ person. In 2011, Vietnam has made some poor
households fell by 2%, creating 1.6 million new jobs. In 2012, Vietnam will continue to strive to

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 achieve and exceed targets, while ensuring the conditions of health and education for the people,
continue to maintain and ensure social justice, environmental improvement bare. As a result more
and more people's lives are improved. Vietnam market thus becoming potential for domestic and
foreign enterprises. Estimated average annual income has increased 10%. In 2013, Vietnam's
income in terms of GDP per capita is more than $1,900/person and can reach $2,200/person in
2015
- Inflation rate: In the period from 2010 onwards, the macroeconomic of Vietnam has made
positive changes. However, inflation is still causing many painful problems for the economy. If
the rate of inflation in 2009 stopped at 6.53% figure, then in 2010, this figure increased to 11.75%
and reached 18.6% in 2011. In 2012, Vietnam has control inflation at 9%. High inflation rate
means the price of the products increases. This significantly affects the purchasing power of the
market. While high inflation rate, credit interest rates tend to decrease, the exchange rate basically
stable.
- Import-export turnover: In 2011, it can be seen that the breakout of Vietnam's exports, with an
increase of 32% compared to 2010. The growth of exports continued deficit reduction, with the
trend seen in 4 years (decreased from $ 18 billion in 2008 to about 10 billion dollars in 2011).
Yet could see $ 10 billion figure is still quite large, showed the trade deficit will continue to last
for the next few years. Currently, the Government of Vietnam is still working to improve the
balance of imports and exports, to curb the trade deficit. Therefore, foreign firms want to export
goods to Vietnam need special attention to the policies of the government of Vietnam in its efforts
to balance the trade balance. For the year to the end of the month 12/2014, total exports and
imports of goods throughout the country reached more than 298.24 billion, up 12.9%,
respectively, up 34.17 billion compared with 2013.

To 2014, over 183 city tour business enterprises, including 108 international tour operators. In
the last 5 years (2011-2015), the number of tourists to Da Nang city average increase of 20.14%
/ year, while international arrivals increased by 25.4%, increase 18.6% in domestic visitors.
Specialized tourism revenue rose 30.6% on average / year. In 2014, total tourist arrivals to Da
Nang 3.8 million, up 21.9% compared to 2013; including international visitors is 955,000 times,
reaching 2.845 million domestic tourists arrivals. Total tourism receipts reached 9740 billion, up
25.1% compared to 2013. During this period, the city infrastructure with strong growth along
with the development of infrastructure in Tourism Da Nang has become a dynamic city, attractive

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to tourists. Large series of tourism projects to be completed and put into operation as Ba Na Hill,
entertainment Fantasy Park, Asian Parks, Helio Center, etc. Economic development helps Da
Nang become an ideal investment destination. The investment has helped improve the quality of
infrastructure facilities for the city to attract tourists, has brought an abundance of tourists, those
with high incomes from abroad to do eat, cooperation. These are favorable conditions for
audiences that Grand Tourane serve those with higher incomes. The steady growth of world
demand for travel, especially to countries that are traditional tourists to Da Nang is a great
opportunity for the Grand Tourane Hotel, the question that requires a lot more effort to attract
tourist.
Technology

Development trends of knowledge economy, science and technology are applied more
effectively and are very pervasive through extremely fast and wide. Advanced manageme nt
experience, modern technology, high-quality human resources changes the fundamental mode of
economic relations, particularly information and communication technologies are powerful
applications in tourism activities. Grand Tourane has an opportunity to accelerate growth as
lacewings and quickly absorb new technology application in tourism development. Grand
Tourane are creating significant strides in the technological. A range of modern equipment has
been installed at all the corners of the hotel. Meeting rooms are equipped with modern sound
system with iPads for guests to use in case they do not carry laptops. In addition, visitors can also
use the computer in reception area to look up information about the tour online. Furthermore,
guests at the Grand Tourane is using free Wi-Fi, it is connected to every room in the hotel. The
hotel also features a camera system installed in the lobby, elevators and hallways to be able to
quickly detect and resolve the issue. In each room, hotel phone system layout so that guests want
to ask when serving, offers modern facilities such as LCD TV, tea maker, air-conditioning, safety
deposit box, minibar, etc.

Social

Da Nang people are friendly and open-minded, always expecting to welcome visitors from
all over the world. Cuisine of Vietnam in general and specialty dishes Da Nang City is also one
of the factors that attract tourists. Especially sidewalk dining. Guests now quite diverse needs.
Price is no longer a primary concern. Reflected by an increase in the number of tourists, business
travelers lines, with high spending contributed to revenue from tourism for the destination. At the
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same time, customers have become more demanding about the quality of service, product directed
to the "delicate". Tourists, especially domestic tourists are now also pay much attention to the
value and quality of services, bundled services, which demand more resorts. In addition, mid -
range hotel also significantly increase. In particular, today's travelers access to information easily,
quickly and efficiently.

b. Porters 5 Forces Model

Threat of new entrants
In recent years, Da Nang is considered an ideal destination for foreign tourists. Tourism
development combined with improved living standards and increase the need for travel and
relaxation of the client group in the country. Therefore, the hotel industry is becoming one sector
has great potential, with many individuals and organizations in foreign countries as well as desire
and intend to invest. To build the hotel meet 5 star standard requires a large amount of capital
required, estimated from tens to hundreds of millions of dollars, including the cost of constructio n,
design, employee training, etc. Accessibility distribution channels relatively difficult. The main
source of booking hotels from travel agents (47.5% in 2009 to 45.4% in 2010). However, in
future, customers will access easier because the development of information technology allows
customers to use the Internet more. Economies of scale: To achieve high profit margin, Grand
Tourane must create entry system linked to hotels or other hotels in the industry. So, we can say
barriers to entry relatively large, difficult and costly
Rivalry among existing competitors

Business hotels in Da Nang is very developed, so level of competition is relatively high. The
number of existing hotels are very much: about 435 hotels get star, including 5 star hotel are 21
hotels, 50 hotels gets 3 stars, the number of hotels 1-star and 2-star up to a few hundred hotel.
The number of enterprises involved in the hotel business very much. The hotel is a competitor of
the Grand Tourane is primarily: Novotel Hotel (5 star), Crown Plaza (5 stars), A La Carte (4
stars), Holiday Beach (4 stars) and the coastal resorts. Most of these hotels, like the Grand
Tourane, are located on the coastal road Changsha, Ngu Hanh Son district, Da Nang city. These
are high-end hotels, particularly foreign investors to invest in building the professiona l
international style and is situated in a beautiful location on the coastline. Also the group 4 and 3-
star hotels have also been new investments, upgrading spacious and deployment services to better
serve the needs of travelers. Board of director need to identify strengths and weaknesses of their

13
hotel and competitor, and identify competitive advantage for organizations to overcome
weaknesses and to help Grand Tourane outperformed rivals competitive factors such as quality
of service, the ability to finance and operate advertising, customer loyalty, etc.
Threat of substitutes product or services

For the hotel industry, the alternative products can only be the inns, motels and similar
accommodation services. The products and services have the ability to replace a lot to the hotel -
a direct threat. For 5-star hotel like the Grand Tourane, replacing their product is the 3 and 4 star
hotels. In addition, 1 or 2-star hotels and other accommodation services as motels, guest houses,
hostels as well as products that could replace the pressures from this factor is not much. Reason
by market segment of this type of products and services are geared towards customers with lower
income levels. 5 star hotel prices have decreased quite a lot compared to 2007 due to the impact
of the economic crisis and fierce competition, but remained relatively high compared with the 3
and 4 star hotels. Because 5-star hotel room rates up to a certain price, customers can fully switch
to renting a room at the 4-star hotel with a much lower price with the quality of service has also
reached a similar capital good. Besides, during the tough economy, there are also a part of
customers tend to look for cheap tours with midrange hotels to save costs. Ecotourism trend is
evolving today is also a reason for the hotel in general and in particular 5 star hotel losing a certain
number of visitors.

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 Bargaining power of Customer

Customers of Grand Tourane include people wishing to use the service in the hotel. Internatio na l
visitors and visitors from other provinces are the main customers of the hotel. These customers
use accommodation service and accompanying services of the hotel, most of them have stayed
quite a long time and often have a habit of reservations. Some guests live and work in the city of
Da Nang most of them use food service and hotel entertainment such as restaurants and bars.
Customers come to Grand Tourane are those with high affordability so are less sensitive to price,
but in return they require very high on service style and quality of services and products in the
hotel . Grand Tourane need to improve service quality, capture customer needs are increasingly
changing set of programs serving attractive and unique to enhance customer loyalty. Because the
demand is resort luxury hotels is not only a man's needs but also as a way to assert themselves,
asserted his class in society. So if a hotel can serve and satisfy the reasonable demands of
customers and legitimate in the length of stay, the ability of customers coming back is quite high.
But the flip side of it is that if customers feel dissatisfied even a little, they would be willing to
look to other competitors or switch to alternative services.
Bargaining power of Supplier

About Labor sector: The 5-star hotels need to attract experienced staff, in order to better serve
customers. However, this is not a big problem for the hotel management to this hotel by the staff
training program with high standards and needs to be worked at the hotel was great. In particular,
the labor force in Vietnam today most have not been trained to qualify to serve in this hotel. About
equipment and supplies: There are many suppliers of materials and equipment standards for
hotels. Therefore the majority of hotels are much easier in finding partners to provide for their
devices. For example, for restaurant, Grand Tourane purchase raw materials mainly through large
supermarkets in Da Nang as: Metro, Co-op Mark, etc. Often when they need to call the hotel
facilities on the day before to prepare (for weddings, receptions ....), and usually on providing
facilities for the hotel based on the needs of the average demand per day. These are the familiar
business relationship, should not have the bargain about price.

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c. SWOT

SWOT

STRENGTH WEAKNESS
Favorable geographical location Marketing Strategy
Quality Service Loyalty customer
Board of directors have highly qualified

OPPOTUNITIES THREAT
The high growth rate of the hotel industry Many competitors
Increasing international passenger Creating distinctive products and services
Trends enjoying life Climate change and environmental
pollution

Strength

The first strength of Grand Tourane is favorable geographical location. Da Nang is considered
the tourist city with a rich natural environment and diverse, very suitable for the development of
services, tourism and hotels. Grand Tourane Hotel was built according to 5-star standards, is
located at the prime location of the My Khe Beach - the beach was voted by Forbes magazine as
the one of the six most beautiful beaches in the world. Furthermore, the hotel has a very
convenient location, near the airport, Han Market, Dragon Bridge, station. From here is very
convenient to visit the scenic spots such as the Marble Mountains, Son Tra Peninsula, Cham
Island and the world cultural heritage by UNESCO as: Hoi An, Hue, etc. The second strength is
good service, since inception, it has invested Grand Tourane facilities very modern and well
equipped with 189 luxurious rooms are designed in harmony, elegance, 2 meeting rooms,
accommodating wedding party 400-600 seats and restaurant chain serving the cuisine - Asian, 21
floor bar with panoramic vistas of sea, sun Da Nang, a coffee served in the lobby, spa, gym, pool
outdoor, etc. Grand Tourane Hotel trust with unique architecture, luxurious interior with excellent
accommodation service will give visitors memorable experiences in the coastal city of Da Nang.
The last strength, Grand Tourane been operating under the leadership by Asian Grand Legacy
Pty, Ltd (Singapore), along with a staff of professionally trained, friendly and enthusiastic about
the job. Had staff who have seniority in the profession, understands all activities on site; had a

16
staff force young dynamic, enthusiastic and creative in their work. All have expertise, solid
business, good language skills.
Weakness

The first weakness is marketing strategy, Grand Tourane has built the marketing department, the
department in charge of the problems of understanding customer needs, creating close
relationships, develop and maintain relationships with partners, meet online to customers, and it
is important to promote and introduce the image of the hotel. However, now part of the Grand
Tourane promotional activity inefficient. With limited forces, so the design of a marketing
program or find potential customers also difficult because not create the difference. For example,
the hotel's restaurant has not been introduced, advertisers should not attract many customers to
enjoy, primarily only available to guests staying at the hotel and dinner reservations. The hotel's
website is not really attractive, impressive for visitors. These types of services are only general
descriptions, not met the requirements of the visitors want to learn more about the hotel.

Opportunities
Da Nang tourism industry is growing, in recent years the number of tourists to this locality
continued to increase. Along with the improvement of service quality, Da Nang also encourage
businesses to invest in the tourism sector. In 1977, Da Nang has 58 hotels, after 2003, the tourism
industry is oriented evolved into a key economic sector of the city. By 2008, the city has 138
hotels. The hospitality industry is growing strongly, however, the number of 4-5 star hotels there
less, and this is a chance for the Grand Tourane market penetration. 2nd opportunities of Grand
Tourane is increasing number of foreign visitors to Da Nang are increasing. In the last 5 years
(2011 to 2015) the number of tourists to Da Nang rose 20.14% / year, international passenger
traffic increased by 25.4% which, 18.6% of domestic tourists. Vietnam has been established good
relations with many countries, and to improve the lot of procedures, complex documents such as
visa-free countries: Japan, Russia, Singapore, Malaysia, Thailand, Philippines, etc. in order to
create favorable conditions and attract visitors, traders countries to Da Nang. Last opportunities
is life better. This is a factor that brings both opportunities for business enterprises 5 star hotel
like the Grand Tourane. Today, as society develops, demand for resort hotels is not only a high
level of human needs but also as a way to assert themselves, confirmed his class in society.
Customers come to Grand Tourane are those with high affordability so are less sensitive to price,
but in return they require very high on service style and quality of services in the hotel .
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Threat

The last threat is Climate change and environmental pollution. Climate change is a topical issue
and impact strength are stronger than forecast. Da Nang tourism with strong focus on island will
stand before enormous challenges and difficult to anticipate the impact of storm surges, sea-level
rise. The anomalies of the direct impact of climate difficult, obstacles to tourism activities. On
the world level, Vietnam has been identified as one of the countries most strongly affected by
climate change, sea-level rise. Also local environmental pollution is becoming a threat to the
tourist destinations if slow adequate control measures, which affect the number of internatio na l
tourists to Da Nang and Grand Tourane Hotel. The second threat is pressure to creating new
services or products, with the rapidly changing consumer tastes, technology and competitive
manufacturing market, a hotel cannot just rely on your existing services is. Customers always
want and expect these new products and more complete. The opponents will do their best to
release the products with high competitiveness. So Grand Tourane Hotel should have a program
to develop new products.

d. BCG Matrix

1: Grand Tourane Hotel operating in your current location

1': Grand Tourane Hotel operation in the future

Through the analysis of operation environment, showed the Grand Tourane Hotel is located
between the two SBU: star and question mark. This 2 SBU has high future prospects. Market

18
share is at a relatively high growth rate of the industry stronger. Currently, Grand Tourane is the
only 5-star hotel coastal city of Da Nang, is more dominant than the other hotels in many aspects
(standards stars, size, much of the state incentives, etc.). So, Grand Tourane will be more
profitable in the future. Hotels can also use the revenues from this business to bring additiona l
investment for their facilities to attract customers, expand the scale and diversity of services,
created a strong foothold in the market over the hotel is tough competition

f. Ansoff Matrix
Existing product New product

Existing market Market Penetration Product development

New market Market development Diversification

About market penetration, this can be seen on the effort of the Grand Tourane on its pricing
strategies, advertising and sales promotion. This can be seen on the effort of the company in
applying technologies or information Systems in their entire process, in order to ensure that they
are giving fast and efficient services towards the customers. About product development, pertains
on the different growth strategies which aim to introduce new products in an existing market. The
Grand Tourane focuses on the different strategies which improve its existing assets, by
introducing new concepts or improving facilities that will help to enhance the brand image and
competitiveness of the hotels. Grand Tourane installed a new spa, swimming pool and fitness
center and restaurant can look out to sea. In addition, they build its rooftop bar.

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3.1. Write a marketing plan for a product or a service

Executive Summary
Grand Tourane hotel is the first 5 star luxury seaside Da Nang. On the coastal strip have been
voted Forbes magazine as one of the six most attractive beaches on the planet, Grand Tourane
Hotel is located in a very favorable position: The international airport, the city center and a stone
carving village Marble just a few minutes away. Owning a luxury private beach, Grand Tourane
Hotel have enough space to separate from the bustle of everyday life, but still easily meet the
demand for travel entertainment, recreation, shopping and search understand the local culture of
the visitors. Grand Tourane hotel with 189 rooms with free Wi-Fi all rooms, 24-hour security,
daily room service, convenience store, gift shop. In addition, the hotel has 2 conference rooms
with a capacity of 600 seats is equipped with audiovisual equipment and the most modern. The
hotel has full of activities and outdoor sports such as tennis courts, swimming pool, gym, etc. The
restaurant offers sweeping views of the beach area, this restaurant will give you a sense of calm
to eat, 21-floor bar with an open space with stunning sea space, bar with a range of wine and
beverages, cocktails and other alcoholic beverages. Hotels generate innovation by improving the
facilities and equipment. However, the above does not innovate effectively to create a clear
competitive advantage because of the equipment of the hotel Grand Tourane no difference to the
competitors in the market. Therefore, it is necessary to Grand Tourane to build a new marketing
plan for the next stage to perform better in the future. In the marketing plan, it is necessary that
the Grand Tourane should consider the market segments in order to find a target market will aim
its activities. Besides, the hotel Grand Tourane also need to consider monitoring techniques to
manage its operations to ensure that work is performed in accordance with requirements and can
meet the targets. Not only that it is also necessary to consider the Grand Hotel Tourane budget
which it will use for all marketing activities, the draft budget is needed to avoid a shortage of
activities that can affect their other activities

Target Market Segment

Clients of the hotel market is quite diverse and have many different purposes when the decision
to use the services of a hotel. In order to meet the needs of all customers, an organization must
have a market niche to attract customers with similar needs, wants, habits, etc.; Therefore,
organizations can deliver appropriate products / services to meet customers. Because the newly
established, within 3 years later, Grand Tourane Hotel should focus on one segment to the hotel
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likely has a solid position in this market segment thanks to cost savings due to specializatio n.
Hotels can apply standards to the market segment for the hospitality industry is classified
domestic customers and foreign customers. Domestic passenger traffic in the coming years the
goal of the tourism industry and Grand Tourane where quality of life is improved, while demand
for travel has also increased sharply over the years. Besides picking the small base, cheap, part of
domestic passenger services using high-end hotels are also gradually increasing, especially
business people to the city. Foreign customers in recent years, the number of international visitors
to Vietnam in general & Da Nang in particular have increased, which suggests that the market Da
Nang tourism growing strongly, the demand for travelers Travel & stayed here is very high. For
countries in the breast such as Singapore, Thailand, etc the hospitality industry of Vietnam in
general and Da Nang in particular was a fledgling industry, especially in the field of high- end
hotels. However, due to the development of tourism and the economy should be the number of
tourists come here in recent years has increased rapidly and bring a potential customer base for
the hospitality industry. This is the basis of the most widely segment in the hotel industry because
it is convenient, easy to use, can easily evaluate market segments because there are so many
statistics of annual visitors to Da Nang . Domestic tourists and foreign tourists have differe nt
behaviors in consumption and tourism services due to cultural differences so when market
segments, Grand Tourane can easily apply marketing strategy for each area, which will make the
hotel easily transmit information directly advertising to target customers more

Marketing Objectives
To further communicate the strategic goals of the Grand Hotel Tourane to their target
market efficiently and achieve the objective of growth in time and budget, Grand Tourane need
to orient actions achieve higher results. Here, Grand Tourane will consider some of the goals that
they can apply to guide activities in the next 5 years (2016-2020):

Average room occupancy reach between 95- 98% per year.

Revenue increased by an average of 20% / year in which profit accounted for 32% /
revenue
The No 1 of Da Nang Hotel Brand
Exploit the emerging market : Nha Trang, Ho Chi Minh city, Vung Tau, etc

21
3.2 Explain why marketing planning is essential in the strategic planning process for an
organisation.
Marketing plays a very important role in the process of strategic planning of a new hotel as
Grand Tourane. We can say that the marketing administrator who is the most important
contribution in terms of function during strategic planning leadership role in determining business
strength, analysis of the competitive environment and business, building the objectives, goals and
strategies, identification of product planning, market distribution and quality to implement the
strategy of hotel. This relationship extended to the construction of the program and the associated
action plan strategy. Many hotels are of good quality, reasonable price, but poorly selling their
rooms, the sales do not grow, while other hotels inferior in quality, but the price is higher than the
growth rate is good. When market participants, the hotel is always associated with a noble missio n
that is the work of marketing. Many hotels do not understand the importance of marketing, do not
understand what to do and how to do it and eventually failed and had to withdraw from the market.
Many hotels in the world, their service has touched interests and buying habits of customers and
become famous because they already know and do the right marketing tasks, they succeed
because of competitive strategy respectable. An effective marketing strategy will enable new
hotel as Grand Tourane to reach target customers as quickly as possible by meeting their needs at
a time when they need to.

There are many benefits of marketing that we can tell the following:

The first advantages and most important is the recognition of the marketing brand:
Marketing helps to imprint the brand in the minds of customers. This ensures that customers
looking for a particular brand of hotel, rather than the brand search for their clients.
Creating and retaining their customers: Once a brand of hotel has achieved positive and
the client system has been established, the marketing allows customer to retain their customers.
Providing information - Marketing is the best way to provide information about the hotel.
The salient features of a product or service is what is used to introduce to customers thereby
attracting the attention of customers to the hotel.
Stimulating the curiosity of customers - Jobs for customers to see and hear about your
product will contribute to stimulating the curiosity of clients and they will learn more about your
product. Through customer understanding will recognize your brand, help you pass the
competition.
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3.3 Examine techniques for new product development.
With the rapidly changing consumer tastes, technology and competitive manufacturing market,
a hotel cannot just rely on your existing services is. Customers always want and expect these new
products and more complete. The opponents will do their best to release the products with high
competitiveness. So every hotel should have a program to develop new service. The development
process of new products typically include the following stages:

Ideation: The development of new services starting with the search for new ideas.
Businesses often have a lot of ideas formed in order to find the best ideas. The search for new
ideas must be conducted in a systematic manner and not be a coincidence. To form new ideas
about babysitting services at the hotel, they have actively studied from many different sources.
- Customer: the needs and wants of the customer is the starting point for all ideas
for new products. Through the study of a family clientele, guests can learn encumbered small
children when traveling or want to visit but cannot tow a small child.
- Competitors: babysitting services at the hotel has not yet been developed in other
hotels, the Grand Hotel to apply this service can make a difference to surpass rivals
Business Analysis: Once the administrator has decided on new project as babysitting at
hotel and sketch the outlines of a marketing strategy, they can evaluate the business attractive ness
of this new service. Administrators should review the estimates of revenues, costs and profits to
determine whether it meets the objectives of the business does not as managers must consider the
cost of building a children's play area and staff to care to avoid neglect them. However, hotel can
attract more customers with families and small children, this is increased profits.
Development and testing services: Testing services in the factual circumstances of the
market. These tests also allow testing the entire hotel marketing plan for such services, includ ing
services positioning strategy, advertising, pricing and marketing budgets. Clients use market
testing to find out the reaction of customers.
Marketing service: Marketing department needs to decide is to look at some new services
launched on the market. Moreover, to understand that this service is for families with small
children, should direct marketing promotional activities in this customer group. To do this, hotels
must implement an action plan to introduce new services into the market is increasingly
expanding. They must allocate marketing budgets for the elements of the marketing mix and other
activities linked to each other.

23
3.4 Justify recommendations for pricing policy, distribution and communication mix.
Pricing Strategy
Room rates are per day and hoped to bring Check-in is 14:00. Check out time is 12:00 noon.
Prices are plus 5% service charge and 10% VAT. Since the target audience is the business should
be given prices are per room applies to the application. However the hotel rooms Grand Tourane
designed as kind of a double room enough for two adults and a young child should rent a room
will add about $ 30 for customers with more people traveling with (separate with Deluxe rooms
are not collected added). Also prices can increase by a surcharge for extra beds. Fee usually
around $ 45 to $ 75. Grand Tourane pricing strategy primarily based on cost and location when
using services. As stated above the hotel's accommodations are divided based on the area on the
services attached. That was the basis for making strategic Grand Tourane cost price. Room size
is increasing, the higher the price. For these rooms have the same amenities and services attached .
As for the other rooms Grand Tourane services division into 2 types: these are the rooms located
on the standard floors and luxury floor. With the luxury floor rooms much higher price can even
2 times. The standard room has price from $ 83 to $ 105. And the luxury rooms situated in price
from $ 130. But customers were getting what they deserve with the money spent. The luxury
room has a lot of high-end amenities and services together. Not only cost valuation Grand Tourane
also rent rooms in placement when using the service. This pricing method has nothing strange in
the hotel especially for the hotel is located in the popular tourist destination. Grand Tourane apply
it in the valuation increased by $ 10 to $ 30 for the room are watching the beautiful scenery
outside. Particularly with split floor case is not simply due to the cost but also in the position to
use the service. Customers enjoy the preferential VIP. Customers using the room on this floor in
addition to the amenities of comfort that brings them also wanted to show his class so of course
they suffer high rates. Arrivals to rent always at ensuring that business operations. Customers
even have a new booking before 24h then make sure there is room. Although they do not discount
for reservations but price adjustments depending on each customer and flexible this is not
prescribed. Hotel Grand Tourane is known as 5-star hotel for a very good quality but also its room
price was very high, much higher specific other coastal hotel in Da Nang. The solution to this
problem is the pricing strategy the attention of customers. Grand Tourane gave many event for
customers who rent rooms Deluxe 2 consecutive nights on the weekends. This maybe people will

24
be fooled by the thought of Grand Tourane rates are not too high. People are attracted and it's just
a great strategy of Grand Tourane.

Marketing Mix
Product/ Service
The issue is what to do and how to do to improve the quality of products and services of the hotel
and make a difference compared to competitors. The hotel can offer services and special products
Use the package: make products for each type of package tourists to hotels with differe nt
purposes. The advantage of these products is always cheaper than the total cost of implementa tio n
which must spend if used alone products. This package is very convenient for customers
Use special care products: With the arrival in the hotel during special occasions such as
birthday or wedding anniversary, honeymoon ... Hotel will give guests a bouquet, a birthday cake
and greeting cards with the hotel.
People
Grand Tourane needed attention to the training, retraining and regular training staff,
motivating employees. As with other 5 star hotel, staff recruitment requirements of the Grand
Tourane Hotel is very high and tight to get staff qualified to best serve our customers. Depending
on vacancies, the Grand Tourane Hotel will require candidates with certain degrees side to ensure
the good work. For all department in general, hotels need a rejuvenation plan for staff. In addition
to training skilled hotels should have the form of incentives for employees with two or more
foreign languages, especially for the staff speak French, Italian, German, Japanese, etc. One thing
is very important and fundamental objective of human development strategy that is hotel should
have a talk, exchange of experience among managers with employees or between employees
together. To promote the spirit of teamwork, trust and enthusiasm of the staff work, the Grand
Tourane Hotel regularly organizes group activities for employees. The extracurricular activities of
the Grand Tourane Hotel not only increased solidarity and attachment of collective employees,
promote teamwork but also increase employee awareness of the environment, the community and
society , developed both physical activity and employee morale
Price
To offer a higher price than the market price, first Grand Tourane need to ensure product quality
problems also have higher service. Then to increasing price competitiveness of other hotels do not

25
necessarily discounts because discounts will make the service quality at risk of falling, a number
of hotel services are cut. On the other hand, the prices are too low to give customers an uncertain
psychological confidence in the quality of services, make the reputation of the hotel suffer because
discount hotel are affected. They can use the form other promotions such as by increasing the
number of additional services. Is the same price as before, customers can still add some consumers
additional services without having to pay any expenses incurred.
Process
Before arrival: Customers can book a room at the Grand Tourane Hotel in two forms: Verbal
reservations (Face to face, by phone) or Reservation in writing (By mail, including e-mail and by
fax). Guests booking must have specific information, and staff at the booking department receives
requests from customers and prevention based on the current capabilities of the hotels that provide
information. When visitors to the hotel and check-in: Guests to the hotel security guard will open
the door and bring their luggage to the reception area. If visitors ride car, it will send the private
parking of the hotel, no need to register in advance and are not charged. In the reception area,
guests has made reservations if the receptionist will check guest reservations and checked against
information on the registration form with the customer identification if appropriate, notify number
of rooms, given the key cards and promotional cards for customer service (breakfast coupon,
massage ....). Hotel staff concierge customer and open the door, turn on the power, inviting guests
into the room and handed over the furniture and equipment in the room.Serves guests during their
stay at the hotel: Grand Tourane Hotel operate 24 hours so guests can request service at any time.
From 7-10 am daily the hotel staff will clean the room. If you have any complaints about the
service while staying at the hotel can call customer service at the front will be resolved in the
shortest time. End process
Place
- 252 Vo Nguyen Giap Street, Da Nang, Viet Nam: The actual location of the hotel very
important role in the distribution channel, as this is one where customers registered to use the
service of the hotel, as well as a single place for customers to use the services provided by the
hotel. Therefore, a favorable location will help hotels attract the attention of customers and help
customers make their choice.
- Website: http://www.grandtouranehotel.com : Website provide a channel for customers
can book rooms at the hotel quickly and conveniently, so that the website design to attract and

26
create convenience for customers is a very important element of distribution channels. Website
Grand Tourane given 2 choices of language for visitors ease of use of the English and Vietnamese.
Besides, the quality of form and content of website Google search engine was good rating
according to the criteria of convenience and useful information for visitors.
- Other channel: One of the traditional channels used is registered to use the hotel services
via telephone and fax. In addition, customers can also register by sending an email directly to the
reservation department. One other distribution channels used by the property as well as the
intermediate channels such as travel companies, specializing in hotel Web sites. Through the
intermediary channel, the register of customers, especially international visitors, will easily and
conveniently than direct registration form by the stitching procedure are the intermediate unit
award decide instead.
Promotion
One of the outstanding tool to promote the image of the hotel to the customer throughout the
country as well as in the world are using online marketing. By appear on all specialized pages,
blogs, forums and websites about travel booking sites online as thodia.vn, vinabooking. vn,
agoda.vn, ... Grand Tourane has been a lot of tourists in and abroad known. In addition the hotel
also has a separate website http://grandtouranehotel.com/, where customers can learn about the
history, as well as the activities, promotions or rates updated regularly and fully ... special
customers can also check the availability of online booking on the website. Besides the hotel also
partnered with travel companies at home and abroad to promote the brand, bring Grand Tourane
to the domestic and foreign tourists. Whereby hotel has also attracted and welcomed many visitors
when arriving to Da Nang

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3.5 Explain how factors affecting the effective implementation of the marketing plan
have been taken into account.
Grand Tourane has established a separate marketing department, this department was put
into operation and contributed much effort into the development of the hotel. Effectiveness of the
department's activities is largely due to the efforts of the employees in the department, it is the
job with enthusiasm, dynamism and creativity the young staff. Understand the importance of
marketing activities should budget for marketing activities is very concerned hotel. Marketing
departments are also set spending plan in a specific way. The appropriated budget for marketing
activities can be viewed as an investment has returned. The effectiveness of this investme nt
depends entirely on the establishment of the marketing strategy and the priorities for each strategic
choice. Marketing activities that the budget should be concentrated in the moment and the future
is to further improve the product policy and promote the image of hotels in various mass media
different to tourists. The following table estimates the cost of marketing plan within 1 year
MARKETING BUDGET PLAN

Marketing Activities Cost (VND) Total (VND)

Put the advertisement on TV such

2,800,000/times 67,200,000
as VTV3, DRT and VTV 8

Run advertisement on Facebook 300.000/times 14,400,000

Online advertising:
Design Website 2,000,000VND/month 24,000,000
Web hosting

Hanging posters on main road 10,000,000VND/month 120,000,000

Total marketing expenses 225,600,000

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Forecast (dollar unit)

29
 24 Month Sales Forecast
45000
40000
35000
30000
Dollar

25000
20000
15000
10000
5000
0
2016 2017
Axis Title

Superior Deluxe Premier Deluxe Tourane Suite

As you can see, in 2016, Grand Tourane Hotel started its activity should remain sales rooms is
low, focused on superior room with 397 rooms, 2nd is Tourane Suit with 322 rooms Through
2017, the superior room still occupy the highest number with 445 rooms, 2nd is with premier
deluxe with 340 rooms . The amount of the largest rooms in the summer months when people
started traveling from May to August, sales of this month, accounting for 60% of total revenue

30
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