Primula Park Hotel Case

1979 Words Jan 22nd, 2013 8 Pages
Primula Parkroyal Hotel: Positioning and managing for turnaround
Table of Contents Introduction 1 SWOT 2 Strength 2 Weaknesses 3 Opportunities 3 Threats 3 Target Segmentation 4 Commercial Guest 4 Corporate Promotion Strategy 4 Daily Stays Promotions 5 Weekly Stays Promotions 5 Corporate Conference Segment Packages 5 Full Day Meeting Package 6 Half Day Meeting Package 7 Individual Traveler 8 Individual 8 Family 10 HR strategy 11 High rate of absenteeism 11 English language Training 11 Job rotation and Employee relations 11

Figure 1: Conference Room Interior 6 Figure 2: Meeting Room Layout 6 Figure 3: Individual Traveler 8 Figure 4: Room's interior 9

The Primula Parkroyal is a four star hotel in Kuala
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We targeted this because of following reason: * Currently 29 percent of our occupancy is from this segment. This is the second largest contributor and we see further growth * By providing value for money we can attract existing customers of our competitors as we are the only 4 star hotel in the vicinity * It is in line with our aim of making the private segment the biggest

Commercial Guest
These mainly comprises of corporate delegate. Hence we have further segmented it into two:
Corporate Promotion Strategy
Once you avail a corporate package, our trained and experienced staff will work with you to ensure to make you stay comfortable and unforgettable.
All rooms can be hired on daily or weekly basis. Charges and corporate packages are flexible depending on the type of corporate package selected, room availability and individual client requirements.
Park Hotel delegate package includes: * Car parking * Welcome drinks on arrival * 24*7 Coffee and Tea * Newspaper * Mineral water and mints * Pens and paper * Morning tea, coffee and pastry * Airport picks up

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