Internet MarketingPreliminary Requirement

SWISS RESORT

Internet Marketing Plan

Submitted By:

Angelique Shaiden A. Abacaro

Robert James P. Guanzon

Fhaye Mendoza

Lee, Woo – Kyung

Giselle Dianne Onia

MKA 43

I. SITUATION ANALYSIS

A. ENVIRONMENTAL FACTORS

Legal Factors

Swiss Resort for decades is responsible enough in handling their Legal Obligations; be it on BIR

or Municipal Office, the resort consistently pays its taxes on Income, Amusement, Licensing and

Property, Withholdings. So far the resort hadn’t any negative cases on the said institutions. These

taxes being incurred may affect the gross or revenue of the resort, given that these taxes are fixed

at any time; either peak seasons or not. All of its services and foods (restaurant) are VAT

inclusive.

List of Taxes paid by the Resort

Net Taxable Income

(Individuals Engaged in Business)

Tax Rate

Over P140,000 But not Over P250,000 P22,500 + 25% of the Excess over P140,000

Tax Rate Taxable Base

Non-stock 10%

Net taxable income provided that

the gross income from unrelated

trade, business or other activity

does not exceed 50% of the total

gross income

Passive Income 6%

On capital gains presumed to

have been realized from sale,

exchange or other disposition of

real property (capital asset)

Technological Factors

Swiss Resort does not focus on technological innovation. Unlike its competitors, It does not

conduct its own events that is why lights and sounds system lessens the expense of the business.

Swiss Resort does not have a social media site that is why it is not publicized. The technological

tools that they use are music player and speakers and a computer for business purposes.

Market-Related Factors

Market Development

Resorts present challenges not encountered in most other property types. Unlike traditional real

estate, they are extremely operationally intensive and service-oriented and face seasonal business

patterns. 

Resorts mean different things to different people. For some, a resort merely must provide

relaxation and recreation. Others may want a resort to improve health and well-being, or require

beautiful surroundings and the highest quality of food, entertainment and service.  

The resort industry has evolved to meet this diverse set of needs, balancing basic amenities with

new and changing facilities, services and experiences. 

Swiss Resort is not your traditional resort. It is more likely called “Boutique Resort””; small

boutique resort hotel that caters to the medium to high-end of the market and emphasizes service,

quality and privacy. Usually it has less than a hundred rooms and serves selected markets.

Market Opportunities

The continued strength of the Asian economies makes the Pacific Rim perhaps the strongest

opportunity for future resort investment and development. 

So as the rapidly emerging Pinoy middle class has sufficient discretionary income to patronize

resorts, while continued relaxation of travel restrictions between CALABARZON areas gives

them almost unlimited access to the region’s wealth of recreational opportunities. 

Threat of Substitute Goods

In the hotel and Resort industry there is usually another hotels and Resorts just around the

corner. They appear in all price ranges, with varying levels of service and amenities. The

constant challenge will always be to get the guest to choose your hotel over the competitor. The

internet makes the overall market more efficient while expanding the size of the potential market

and creating new substitution threats. Given the potency of this threat a superb internet presence

is vital.

Bargaining Power of Buyers

Business persons choosing a hotel for business travel are savvy consumers and they are

comfortable with computer technology. It has become very simple for them to go online and

book a hotel. They no longer need travel agents, corporate travel consultants or middle men of

any kind to determine where they will stay. Tourists are more and more capable of using the

internet; they are more often bonding together in a novel way. They are finding internet

businesses which will negotiate or discover bargains for them. Both of these processes shift the

bargaining power to the end user and these same freedoms reduce the cost of switching so that

loyalty is a thing of the past unless a particular hotel and Resort uses its one time opportunity

when a customer stays at the hotel to deeply impress the customer with a unique and valuable

differentiator. 

Rivalry among existing competitor

The rivalry among competitors in the hotel industry is fierce. When potential customers can learn

about a hotel on line, the internet reduces the differences among competitors. People tend to seek

the best price for the best experience and the tendency is to reduce price to be competitive. The

internet covers wide geographical areas so the market is widened increasing the number of

competitors.

According to Wego.com (http://gh.wego.com/hotels/philippines/cavite/top-rated-hotels)

Here are the top 10 Hotels in Cavite

1. Island Cove Resort and Leisure Park

2. Mount Sea Resort

3. Tanzas Oasis Hotel and Resort

4. Microtel Inn and Suites Eagle Ridge Cavite

5. Microtel Hotel and Resorts Cavite

6. Mount Sea Grand Resort

7. Caylabne Bay and Resorts

8. Manila Southwoods Manor

9. MC Mountain Home Apartelle

10. Suites General Trias Cavite

Direct Competitors of Swiss Resort (Dasmariñas, Cavite Area)

1. Volets Resort

2. Qubo Qabana Resort and Hotel

3. Kalipayan Resort and Hotel

4. Fisher’s Eco Farm Resort

5. El Palicio Hotel and Resort

Barriers to Entry

The initial investment in the hotel industry creates quite a barrier to entry but certain barriers to

entering the hotel market are reduced by the internet. A presence on the internet reduces upstart

marketing costs somewhat, and gives the new competitor access to potential suppliers and

resources. Even a bed and breakfast can use the websites of large chains to understand the key

marketing concepts and the lures for customers. Switching costs are usually nil for a consumer.

A vital barrier would be differentiation. A hotel that can differential itself by location, by service,

amenities or some other quality has the potential to attract and keep its clients. Another barrier to

entry would be expertise. Unfortunately, in a mobile society employees frequently leave one

hotel chain to work in another and they take that expertise in terms of training or of experience

with them. It is in the areas of expertise and of differentiation that a hotel can make the greatest

impact on its client and thereby on its bottom line. In fact many established companies have

synergies between their established business and online technology.

Bargaining power of suppliers

While this is not a substantial threat in the hotel industry it can have impact especially in the area

of labor. With an aging population, there are fewer people to fill service industry jobs and hotels

which can attract excellent staff have a greater chance of providing excellent and exceptional

experiences to their clientele. As part of their internet strategy all hotel chains should have a

section on recruitment for employment. The other supplies that are needed by hotels are also

easier to attain through internet channels whether originated by the supplier or by the hotel chain.

With their products in greater demand by greater numbers of hoteliers suppliers gain some

measure of power by competition for their offerings.

B. SWOT ANALYSIS

Strengths Weaknesses

1. The resort is publicized through word-of-

mouth without the help of promotional

tools.

2. It has a restaurant which serves Filipino

and Swiss cuisines.

3. The resort earns profit from long term

staying customers.

1. Low-tech corporate culture.

2. Seasonal business. Peak is summer

season.

3. Does not have social media sites.

4. Does not use promotional tools.

5. The owner is satisfied with word-of

Mouth and walk-in customers.

Opportunities Threats

1. Reduce cost through e-marketing.

2. Attend to customer’s needs and wants

through the web site.

3. Have its own events.

4. Have an online reservation without

requiring down payment.

1. Competitors are ahead because of

their existing web sites and pages.

2. Competitors use promotional tools.

3. Potential customers have established

customer-business relationship with

other resorts.

E-Marketing Objective: Increased by 25-50% of Monthly Revenue

II. E-MARKETING STRATEGIC PLANNING

Segmentation

Demographics:

Age: 20-50 years old

Nationality: Filipinos, Europeans and Koreans

Income: P18,000.00 and above

Others:

Families

Couples

Peer Group

Targeting

Families who are Filipinos, Europeans and Koreans earning P18,000.00 and above.

Differentiation

Swiss chalet house-type with 2nd floor vs condo-type rooms

Cozy environment

Relaxing ambiance through lighting and music

Accommodating parking space

Open check-in for 24 hours

Strong customer service

Restaurant serving Filipino and Swiss cuisines good for 2 at a reasonable price

Hotel-type plating

Can accommodate couples, families, and groups of friends on a 24 hours, 12 hours and 3

hours room basis

Can accommodate events

Positioning

Brand and tagline: Swiss Resort

“Experience Switzerland”,

Positioning Criteria

Specific product or service attributes Swiss Ambiance, Swiss Menu and Halo-Halo.

The private and easy to find location; near

Cavite’s commercial areas.

Usage occasions Positions itself to conference and event’s

organizers as ideally suited for hosting

different events.

User categories Meeting the needs of business customers of

both individual customers.

Positioning by product class Positions itself as having better facilities than

those of all other hotels in a particular area

Positioning by price and quality More competitive price at the lower end

of the market

Positioning by cultural or national symbols Could tie itself to a cultural symbol:

“Experience Switzerland”

Market Opportunity Analysis

Swiss Resort provides cozy and relaxing ambiance. It offers the same price for entrance fee and

rooms as well from its competitors but the resort’s advantage is having an apartment-type which

has a second floor which can accommodate 6 to 8 people. It serves Filipino and Swiss cuisines.

Swiss Resort can accommodate customers through its future website, providing online

reservation without requiring down payment.

Segment Analysis

Swiss Resort caters to families and couples who are Filipinos, Europeans and Koreans earning

P18,000.00 and above. The ambiance in the resort suits the demand of families for quiet place to

stay.

On the other hand, Swiss Resort will extend its market to peer groups, 18-25 years old, having an

income or allowance of P18,000.00 and above combined, particularly Filipinos who live in

Cavite. Extending the market will be implemented through an event catering the 4 th year

Marketing and Advertising students of De La Salle University- Dasmariñas on the 3 rd weekend

of September.

Demand and Supply Analysis

Demand and supply do not always match. The supply of services by a Swiss Resort exceeds the

demand from customers in quiet times; demand from customers may exceed the ability of the

hotel and resort to supply the required services during peak times. When supply exceeds demand,

a hotel is left with unused resources: rooms, restaurant seating and conference facilities, among

other things. When demand exceeds supply – and there are no rooms or restaurant seating

available – the hotel may have no other option than to turn potential customers away.

Seasonal Variation Demand

Season-Month Gross Sales (2011)

January P 32,550

February P 34,100

March P 39,850

April P 49,396

May P 72,282

June P 28,210

July P 39,100

August P 39,686

September P 59,692

October P 37,417

November P 31,060

December P 58,649

TOTAL P 521,992

LEGEND:

Peak Season

Down Season

Suppliers

Company Purchased Product

Monterey Meat: Beef Pork

Magnolia Meat: Chicken

Euro Swiss Hungarian Sausage

Weinerli

Forest Ham

San Miguel Brewer

Inc.

Beverages

Nexel Soap Center Laundry Soap

Lins Laundry Soap

Liquid Detergent

Toilet Cleaner

III. PLAN OBJECTIVES

Objectives

Have a free web site with web developers having no salary

Reduce cost through e- marketing

Provide online reservation without requiring down payment

Improve customer relationship management

Establish the brand

Increase the revenue of the resort and restaurant

Extend the target market

VI. E- MARKETING STRATEGIES

Product Strategies

The rooms and the food offered will be well published in the web site. Complete features of the

room will be emphasized through clear photographs. The top 4 best sellers with pictures, will be

the highlight of the “menu page”. Other cuisines will be in a menu-type format together with its

prices.

The halo-halo of Swiss Resort is the best seller. It contains complete ingredients that everyone

wishes for their desert from ice cream, leche flan, corn flakes, etc. From the demand analysis,

products that are on top of the line will be published in the “home page”.

Pricing Strategies

Room Rates

24 Hours Stay

2 persons- P1,500.00

4 persons- P2,000.00

6 persons- P2, 500.00

12 Hours Stay

2 persons- P1,000.00

4 persons- P1,300.00

6 persons- P1,500.00

3 Hours Stay

2 persons- P 400.00

Swiss Resort’s strategy is to charge people who avail 3 hours P100.00per hour if

they want to extend their stay. 3 hours is the maximum for extension.

Other Rates

Swimming

8am to 5pm- P 120.00

5pm to 12mn- P 150.00

Wolfgang (18pax)- P 500.00

Cottages (10 pax)- P 350.00

Swiss Resort has a restaurant. People who bring their own food and drinks are charged

for corkage fee.

Corkage

1 bottle of hard drink- P 150.00

1 case of beer- P 150.00

1 steamer of food- P150.00

Small packaged food and drinks- free of charge

Distribution Strategies

Swiss Resort will have its own website which will be the start of their publicity. The link will be

published to social media sites. For future strategies, the business will publish Swiss Resort to

travel agencies which set packages and other travel web sites.

Marketing Communication Strategies

Swiss Resort does not use publicity and promotional tools. Only few are aware of the existing

business, mostly walk-in customers. The owner is satisfied with referrals and word-of-mouth.

Having an e-commerce, customers will be well informed about the resort. As its competitive

advantage, it will provide an online reservation without requiring down payment unlike its

competitors.

One of the objectives is to extend the market to peer groups. This will be attained through a pool

party event catering the expected new target market.

Relationship Management Strategies

Swiss Resort generates income through referrals and word-of-mouth. Its advantage is earning

without promotion expense. Through the upcoming website, the resort will be publicized for

free, providing all the information needed. Customers will be interactive through e-mail. The

business will provide a quick response to customer’s concerns. The web site will provide online

reservation without requiring down payment.

V. IMPLIMENTATION PLAN

Web Plan

Swiss Resort Website is still under progress and needs have an updated look and feel, as well as

to add secure interactivity.

We need:

1. New home page design and navigation

2. Online reservations capability

3. Menu

4. Resort and Hotel Photos

Website Goals

Our website needs to be able to do the following:

1. Convey our messaging of high quality accommodations

2. Be indexed on major travel websites so that people find us

3. Be able to take reservations online

Website Marketing Strategy

Our main website marketing strategy hinges upon making sure all major travel sites such as

Expedia.com, Orbitz.com, and Hotels.com list our hotel when customers search for hotels in our

area.

Development Requirements

To attain the level of interactivity we want in our redesign, we need to increase the features

allowed (security for reservations, daily back-ups, and real-time database linking) and service-

level of our hosting service. As much as possible we will use Free Webhosting sites for us not to

incur costs, fees and other monthly payments.

Within 5 months, the group will be the one whom will have the access and control with

the database while the site is still under development, and to update our reservations system to be

compatible with the online reservation requirements. The new website will be ready to launch in

August.

Milestone

Web

Development

Start Date End date Budget

Home Page Design July 22, 2012 July 29, 2012 NONE

Online

Reservation

July 22, 2012 July 29, 2012 NONE

Menus and Photos July 22, 2012 July 29, 2012 NONE

Total Web

Development

Budget NONE

Social Media Marketing

Social Media

Development

Start Date End date Budget

Going Social:

Facebook

Twitter

LinkedIn

July 22, 2012 July 29, 2012 NONE

Blog Creation July 22, 2012 July 29, 2012 NONE

Viral Social Media July 22, 2012 July 29, 2012 NONE

Total

Development

Budget NONE

Email Marketing

Email

Development

Start Date End date Budget

Choosing Email

Provider

July 22, 2012 July 29, 2012 NONE

Total

Development

Budget NONE

VI. BUDGETING AND ANALYTICS

Breakeven

Sales Forecast

Room revenue for this year is based on an average growth rate of 25%. This is based on the

number of rooms and cottages, food and drinks, and others in an anticipated return.

Sales vs. Expense