Proiect in Grup Candrea (1)

8/9/2019 Proiect in Grup Candrea (1)

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University of Transilvania, BrasovFaculty of Economic Sciences,Business Administration,Year 3, Group 881

Royal Fortress Hotel New tourism business in Brasov

Coordinating teacher: Lecturer, PhD. Adina Nicoleta Candrea

Students: Niculescu Dana

Pamint Mihai

S o!e Marius


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!oyal Fortress "otel # ne$ tourism %usiness in Brasov

"a#le o$ Contents&' General &nformation'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''3

(ocation'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''3

)ame and lo*o'''''''''''''''''''''''''''''''''''''''''''''''''' '''''''''''''''''''''''''''''''''' ''''''''''''''''''''''' '''''' ''''''' '''''' '''''+

otto, -ision, ission Statement, Goals'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''+.r*ani/ational 0 art''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''2

&ndependent "otel''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''

"otel 4epartments''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''

&&' 0ompetitive environment'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''

&&&' T e company5s tourism products and services' 4epartmental .r*ani/ation''''''''''''''''''''''''''' '''''' ''8

1' T e !ooms and rooms departments''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''8a6 Front .ffice 4epartment'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''7

%6 Floor lan''''''''''''''''''''''''''''''''''''''''''''''''' '''''''''''''''''''''''''''''''''' ''''''''''''''''''''' '''''' '''''' ''''''' ''11

c6 "ouse9eepin*'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''1

' Food and Bevera*e 4epartment''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''13

a6 Fortress !estaurant'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''13 %6 (o%%y Bar''''''''''''''''''''''''''''''''''''''''''''''''' ''''''''''''''''''''''''''''''''' '''''''''''''''''''''''''''''''''' ''''''' ''1+

c6 :itc en'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''1

3' "ealt and ;ellness 0enter 4epartment'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''18

a6 T ermarium Area''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''17 %6 T e S A''''''''''''''''''''''''''''''''''''''''''''''''''''''''''' '''''''''''''''''''''''''''''''''' ''''''''''''''''''''''''''''' '''''' 6'

Motto, 'ision, Mission Statement, %oals

Motto C @A refu*e from your ome life in a lu>urious place full of istoryVision C @!oyal Fortress "otel $ill %e valued as a sym%ol of Brasov, not only as a $ellI

9no$n touristic attraction in !omania, %ut also as a perfect place to spend memora%le lifeevents'

Mission Statement C @!oyal Fortress "otel is aimin* to e>ceed t e *uests5 e>pectations %y offerin* t em a memora%le stay in a place full of istory, lu>ury, attention to detail and$illin*ness of %ein* to t e *uests5 assistance at every moment of t eir stay' Every employee$ill %e treated as part of a family, $it dedication, t e same as a *uest' T erefore, t e otel$ill %ecome a true sym%ol of Brasov, a place visited %y tourists around t e $orld'

Goals C

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To reac an avera*e occupancy rate of +2 in t e first t ree mont s from openin*J

To reac t e 1penses of %uildin* t e otel in 8 years'

(rgani ational Chart

T e or*ani/ational c art $as made $it SmartArt option of icrosoft .ffice ;ord

and saved as an ima*e in order to %e lar*er' &t presents t e ierarc y in t e company, from t e*eneral mana*er ?a%ove $ om is only t e o$ner of t e otel6 to t e mana*ement level andt e lineIentry employees'

KT e Security of t e otel $ill %e ensured %y an e>terior company t at $e $ill ave acontract to, t is is $ y it is not included in t e c art'

&nde)endent Hotel

Even t ou* t ere are not too many franc ise otels in Brasov, c oosin* to affiliate toa franc ise $ould not *ive us t e freedom of creatin* t is uniLue sym%ol of t e city' !oyal

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Fortress is not Dust any otel, is a otel %uilt inside a fortress, so desi*nin* it in a certain $ayto maintain its istory and am%iance $as a must' Bein* independent, any c an*es andimprovin* measures can %e ta9en $it out avin* to receive t e allo$ance from t e franc ise'

Hotel De)artments!oyal Fortress "otel is a small otel, featurin* only + roomsJ t erefore t e num%er of

employees, mana*ers and departments is not t e same $it a


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A little %it difficult $ay from t e main street to t e Fortress, %ecause t e streets are

still narro$, t e curves are ti* t and t ere are a lot of small and one $ay streetsJ $eare *oin* to outdra$ t is %y puttin* si*ns $it t e direction of t e otel at everyintersection, so t at $e can direct t e driversJ

4ifficult, narro$ roads for %uses $it tourists'

())ortunities

Gro$in* percenta*e of tourists comin* to BrasovJ Must one ot er 2 star otel in t e area ?e>cept from oiana Brasov6'

"hreats

any %usiness people are travellin* to Brasov, and t e otel is losin* t e revenuecomin* t rou* t is mar9etJ

Com)etition C:ron$ell Brasov "otelC is a ne$ +N star otel, offerin* a lar*e conference

center, latest tec nolo*y for %usiness people, %ut also tar*etin* t e leisuretravelers' T is is t e lar*est t reat for !oyal Fortress "otel' "o$ever, it is notlocated in t e city center, it as no pleasant vie$s or landscapes from t e$indo$s, it is placed in a cro$ded, loud area and it offers anot er style of t erooms'Aro alaceC is t e ot er 2 star otel in t e city, and it is positioned ri* t in t e

city center, avin* a %eautiful vie$ over t e 0entral ar9' "o$ever, t e otelad many ne*ative revie$s and people 9no$ t at is an old otel, not satisfyin*

t e modern *uest'Am%ient "otelC is a + star otel, a*ain positioned closer to t e city center t an

t e fortress' Still, it is tar*etin* more t e %usiness people and it is not offerin*

t e vie$s our otel is offerin*J&n order to %etter s o$ t e differences %et$een t e !oyal Fortress "otel and some

competitive otels, ta%les $it t e S;.T Analysis from :ron$ell Brasov "otel ?Appendi>=6 and Am%ient "otel ?Appendi> 86 are attac ed in t e appendices c apter'

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&&&. "he com)any s tourism )roducts and ser*ices.

De)artmental (rgani ation

-. "he Rooms and rooms de)artments(u>ury in a uniLue and intimate settin*, attention to details, $illin*ness of %ein* to t e

*uests5 assistance and creatin* memora%le stays are definin* !oyal Fortress "otel' ;e $illave a total of + rooms, all of t em %ein* desi*ned in a medieval, %ut lu>urious style'oreover, all t e rooms feature erfect Sleeper Serta attresses, ypoaller*enic linen, to$els

and %at ro%es, Espresso ac ines, illo$ enus, ini%ar, ;ine 0ollection, remiumEcolo*ical Bat room Amenities, Floor eatin* in t e room as $ell as in t e %at room,

dimmin* li* ts, i* po$er airdryer, antiIfo* %at room mirror, all t ese offerin* t e *uestt e comfort it doesn5t even e>pect' oreover, t e tec nolo*y in t e room $ill %e represented %y a lar*e Smart T- in t e !oom, mas9ed in t e furniture, $ ic offers access to internet anda ;ireless :ey%oard to navi*ate on' Also, t e *uest can connect any device, fromSmartp one, to laptops or p oto cameras, to a edia "u% connected to t e SmartT-, in t is$ay %ein* a%le to see all t e media content on t e T-'

From t e + rooms, $e $ill aveC

- Standard Rooms , at 32 sLuare meters, offerin* all t e %asic facilities stated a%ove

?See Appendi> 76J / Su)erior Rooms , avin* +< sLuare meters, $ ic offer Luality space, a *lass

$alled a %at room $it t e possi%ility of coverin* it $it $ood panelsJ 0 1unior Suites , at 2< sLuare meters, offerin* a lar*e room sectioned in t$o, so t ere

is a %edroom connected to a livin* room' T is Suite is still t ou* t as a dou%le room, %ut it offers, especially to couples, a place to enDoy t e day in t e livin* room, in front

of t e fireplace, drin9in* some Luality $ine and enDoyin* t e %eautiful vie$ of t eTampa ountain and t e old cityJ

2 Royal Suites , offerin* 1 2 sLuare meters, are located in t e center of t e Fortress'

T e Suites are eac placed on t ree floors, $it an interior stair$ay, presentin* 2136, $ ereas t e Munior and t e !oyal Suites are s o$in* t e %eautiful old city $it t eTampa ountain ?See Appendi> 1+6' T ey are also seein* inside of t e $alls of t e fortress'

!ooms division normally includes t e follo$in* departmentsCFront .ffice

!eservations

Uniformed Services

"ouse9eepin*But %ecause !oyal Fortress "otel is only a + rooms property, t ere $ill %e some

c an*es in t e !ooms 4ivision StructureCT ere is no need of avin* aRooms Di*ision Manager , eac department $ill ave its

o$n mana*er t at reports to t e General ana*erJT e uni$ormed ser*ices $ill %e under t e Front .ffice 4epartment, t erefore

reportin* to t e Front .ffice ana*erJ

T ereser*ations are also *oin* to %e andled %y t e Front .ffice 4epartment'

a3 Front ($$ice De)artment

T e oment of Trut is one of t e most important aspects in a *uest5s stay' &f t e*uest is $elcomed $it a *enuine smile from t e moment e entered t e par9in* lot, e is

elped $it t e lu**a*e %y t e %ell%oy and assisted to t e Front 4es9, $ ere e is a*ain$elcomed %y a fres smile and c ec9edIin $it no pro%lems, t e *uest is already avin* amemora%le stay' "e also mi* t overloo9 any small pro%lems t at e may encounter on t e$ay to is room or in t e room' .n t e ot er and, if t e *uest receives mum%led *reetin*s,lac9 of eye contact and delayed service, in ot er $ords, e is mistreatedJ e $ill find a pro%lem in any small t in* t at appens to im' "e mi* t complain, $rite ne*ative revie$son t e internet and tell everyone not to come to t at otel' "avin* t ese into consideration,t e Front .ffice 4epartment is crucial in t e *uest5s moment of trut ' &ts staff is t e first onet at t e *uest seesJ it is t e first contact $it t e otel' T is is $ y t e front office staff as to

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%e perfectly trainedJ it as to 9no$ every corner of t e otel and everyt in* t at appens int e otel, %ecause t e *uests are al$ays as9in* at t e front des9 if t ey ave any Luestions'Anot er important aspect is t at t e Front .ffice Staff as to 9no$ o$ to andle complains'T e fact is t at $ en a *uest complaints, is opinion on t e otel and is level of appinessdecrease, %ut in t e moment $ en t e otel staff is andlin* t e complaint $ell and isofferin* t e *uest somet in*, li9e an e>traIfree ni* t, a surprise %ottle of rosecco in is roomor a free up*rade of t e room, t e level of appiness of t e *uest is actually increasin* moret an it $ould ave %een if t e *uest5s stay $as perfectly normal'

Front .ffice $ill %e placed nearest to t e entrance in t e fortress, a little %it on t eri* t ?See Appendi> 126' &t $ill ave some stairs at t e entrance, %ut also a disa%le access

platform, and t en %i* $ide doors' Enterin* t e otel, t e atmosp ere $ill %e istorical,lu>urious, offered %y t e am%iental music, all t e furniture and t e medieval, lu>uriousdesi*n' T e predominant colors $ill %e %ro$n and redJ t ere $ill %e a $ooden des9 $it t$ostations, on t e corner, $it i* ILuality electric candles on it, and a %i* c andelier on t eceilin* ?See Appendi> 1 6' &t $ill ave a connection t e (o%%y Bar, a loun*e $ ere *uestscan sit on lar*e, leat er, %ro$n and red sofas, ave Luality drin9s and ci*ars from t e %ar ?SeeAppendi> 1= 6'

#3 Floor Plan

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Accordin* to t e !oyal Fortress "otel floor plan a%oveC- Enterin* t e otel, t eFront ($$ice , $it connection to t eLo##y 4ar and a small

%at room, can easily %e seen a little %it on t e ri* t ?Appendi>6J- From t ere, dependin* on $ at room t e *uests are stayin* in, t ey can *o to t e

Rooms 5ntrance or to t eSuites 5ntrance J- T eStandard and Su)erior Rooms are avin* a vie$ on t e forest, $ ereas t e

1unior Suites are si* tseein* t e ne$ city and t eRoyal Suites t e old cityJ- &n t e center t ere is aRela6ing Area $it %enc es, flo$ers and t e famous fortuneI

%rin*in* $ellJ- T erestaurant and t e!itchen are on t e %ottom left, $ ere tourists t at are not

accommodated in t e otel can also try our specialtiesJ- T estorage room for t e FOB is located near t em, a%ove t e terrace on t e planJ- T en, t erestrooms are availa%le for %ot t e *uests and t e touristsJ

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- .n t e top left, t e#an7ueting area is located, $it an inside all and an outsideterraceJ all 9ind of events, $eddin*s and cele%rations can ta9e place ereJ t ey arelocated in t is part of t e fortress %ecause %ein* too close to t e entrance mi* t %edistur%ed %y all t e trafficJ moreover, t ey are also close to t e restrooms and t estora*e roomJ

- T eo$$ices and Laundry are placed at t e top of t e plan, %ecause t e employeesdon5t need any special vie$s on t e city, and also %ecause, a*ain, t ere is not t atmuc trafficJ

- T esummer #ar terrace is *oin* to function only %et$een ay and .cto%er, durin*nice $eat er, ot er$ise it $ill %e Dust anot er place to admire t e %eautiful cityJ

- T e "ealt and ;ellness 0entre is sectioned as follo$in*C t eFitness Center islocated near t e entrance on t e ri* t, si* tseein* t e city, t e"hermarium Area andt eSPA "hera)ies and Massages !ooms are located on t e ri* t of t e planJ

- T e last %ut not least, t ere is anot er place to si* t see t e %eautiful city from t e

terrace located on t e %ottom ri* t of t e plan, a terrace $it %enc es, flo$ers and a %eautiful fountain'

c3 House!ee)ingEven t ou* t e ouse9eepin* attendees are usually not seen at t eir actual value, t ey

are actually e>tremely important' &f t e otel is not clean, t e rooms, %at rooms, restaurant,restrooms or any e>terior spaces t e *uests are not comin* %ac9 for sure' oreover, lac9 of cleanliness in t e restrooms or in t e 9itc en can offer prosperous conditions for %acterialinfections, viruses or mold, $ ic can affect t e property in a serious le*al manner'

T erefore, t e ouse9eepin* staff $ill %e $ellItrained, and t e mana*er and assistant

mana*er $ill al$ays inspect all t e places and coac t eir employees' T e otel is alsoofferin* TurnIdo$n and (aundry Services' T e TurnIdo$n Service is usually offered in i* Iclass otels' T e *uests $ill come %ac9 to t e room after t ey ad a pleasant dinner and findt e %ed prepared for sleepin*, dimmed li* ts offerin* a special atmosp ere, empty tras %ins,ne$ amenities and a fres smell in t e room'

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2. Food and 4e*erage De)artment

a3 Fortress Restaurant!oyal Fortress "otel offers *uests t e main restaurant, in t e same style $it t e otel,

medieval t eme mi>ed $it lu>ury and royalty' T e restaurant $ill also ave a terrace, as itused to ave until no$, from $ ere t e old city and t e Tampa ountain can %e seen ?SeeAppendi> 18 for o$ it loo9s no$6' As it $as mentioned %efore, not only t e otel *uests can

ave a delicious meal in our restaurant, %ut also any tourist comin* to visit t e fortress' &n t is$ay, $e are encoura*in* tourists to see t is %eautiful sym%ol of Brasov5s istory, tryin* toappreciate it at its true value' oreover, t is $ould %e anot er *ood source of revenue'

T e restaurant $ill cover 8 seats inside and + seats outside' T ere $ill %e ta%les of four and t$o seats, $it t e possi%ility of puttin* t em to*et er to create %i**er ta%les $itmore seats' )ormally, t ere $ill %e 12 ta%les of + seats and 11 ta%les of seats inside, and 8ta%les of + seats and = ta%les of on t e terrace' For every 1< ta%les, t ere $ill %e asidestation' T erefore, t ere $ill %e t ree sidestations inside of t e restaurant, one near t eentrance, one in t e middle and one opposite to t e entrance, near to t e 9itc en' For t eterrace, t ere $ill %e t$o opposite placed sidestations'

Fortress Restaurant Staff - !estaurant ana*er - Assistant !estaurant ana*er - = !estaurant Servers- 3 Bartenders

DesignT e Fortress !estaurant $ill respect t e style of t e otel and of t e fortress, offerin*

medieval style, lu>ury and *ood taste' T e predominant colors $ill %e %ro$n and *old, %lendin a armonious desi*n of t e ta%les, c airs, paintin*s and decorations ?See Appendi> 176'T e atmosp ere $ill %e co/y, pleasant, a*ain *ivin* t e *uests t e feelin* of %ein* in anot er time, out from t eir mundane life' T e li* ts $ill %e dimmed once it starts to *et dar9er outside, in order to create an intimate atmosp ere %ut t e %ri* t natural li* t $ill %e useddurin* t e day to *ive t e feelin* of fres ness' T e medieval, am%ient music $ill %e present ata lo$ volume, Dust enou* to complete t e atmosp ere and let *uests ear t emselves $it out

avin* to raise t eir tone'

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MenuT e Fortress !estaurant features %ot traditional and international cuisine $it fineI

dinin* touc es' Because also t e tourists ?t e ones not accommodated in our otel6 $ill also %e a%le to ave a meal in our restaurant and ta9in* into consideration t at t ey mi* t not avet e same financial resources as t e *uest t at are accommodated in our 2 star otel, $e $illalso ave dis es $it appropriate prices in order to satisfy everyone' T erefore, t eTraditional enu $ill ave medium prices, $ ereas t e ot er menu $ill %e Fine 4inin* enuin order to deli* t our most sop isticated *uests'

ServiceGuests can start t eir day avin* %rea9fast in t e Fortress !estaurant from =C in t e (o%%y Bar, ta9in* into account t e fact t at is does not offer to manyseats and too many people mi* t interrupt t e silence and pleasant atmosp ere t at $e $ant tocreate'

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T e desi*n is a*ain one $it *ood taste, i* Luality materials and furniture, $ittouc es of lu>ury and royalty' T e predominant colors are %ro$n, from t e dar9 colored $oodof t e ta%les, floor, from t e dar9 leat er sofas and c airs and dar9 red ?See Appendi>


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0uttin* %oards Glass mats &ce %uc9ets mar9ed for @&ce .nly

As trays ;as in* rac9s "and sin9 SoapQsaniti/er dispenser aper to$el dispenser Saniti/er %uc9ets 0leanin* ra*s !u%%er floor mats

T e *lasses are very important for t e *uestsJ e>cept for t e visual effect, many drin9sare supposed to %e served in certain i* Luality *lasses %ecause t e flavor is improved,stron*ly felt and 9ept t ere'

;ine *lasses

Mi**ers S ot *lasses ilsner *lasses int *lasses 0 ampa*ne *lasses artini *lasses Brandy snifters "i* %all *lasses

c3 8itchenT e 9itc en is located ri* t near t e restaurant, opposite to t e entrance of t e

restaurant'

Kitchen Staff

T e 9itc en staff is e>tremely important %ecause even if t e restaurant servers aredoin* t e %est, are offerin* i* Luality service, if t e food is not properly coo9ed, it doesn5t

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ave t e proper taste or t e proper temperature, t e *uests are not comin* %ac9' oreover,everyt in* as to %e more t an @proper , it as to %e spectacular, muc a%ove avera*e' T e*uests e>pect to ave 2 star products, e>pect value for money and if t ey don5t *et t ese, t eyare not comin* %ac9 and t ey are al$ays tellin* t eir family, friends or relatives t at t is $asnot a *ood restaurant' oreover, t e *uests t at are also accommodated in t e otel can %eaffected if t eir meals are not pleasant and t ey don5t li9e t e food' Becomin* a loyal *uestcan %e influenced ne*atively %ecause of t e restaurant5s food'

T erefore, t e 9itc en staff, and especially t e c ef, as to %e very *ood trained, $it*ood $or9in* e>perience and $ill of offerin* *uests a *ood meal'

E>ecutive 0 ef Sous 0 ef + (ine 0oo9s astry 0 efs 4is $as ers

Kitchen Equipment As in t e %ar, t e eLuipment as to %e of i* Luality and sufficient for t e employees

to $or9 effectivelyC

!an*e .ven Grill 4eepIfryer ;or9 Ta%les Sin9s 4is $as ers !eac Iin cooler ;al9Iin cooler Free/er ?eit er a c est, upri* t or $al9Iin6 Frid*es ?for different items, suc as ve*eta%lesQfruits, c ic9en meat, por9 meat,

fis 6

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SautR pans Stoc9Qsoup pots Sauce pans

Ba9in* s eets Ba9in* pans Ton*s Spatulas (adles 0 ef5s 9nives i>in* %o$ls lastic inserts for coolers Steam ta%le EntrRe plates asta %o$ls Appeti/er plates Salad plates 4essert lates etal or plastic s elves for $al9Iin cooler 0leanin* !a*s

9. Health and +ellness Center De)artment

Bein* a leisure otel is important for t e *uests to ave different activities durin* t eir stay in t e otel' T e no$adays modern lifestyle %rin*s stress to everyone, $ ic canne*atively influence our ealt or p ysical appearance' T erefore, a facility li9e a "ealt and;ellness 0entre offers *uests a very *ood opportunity to rela> and spend t eir time in a very peaceful $ay' T e center is offered %y ;ellness (a* etto, @an &talian multinational company,active in t e pools and $ellness centers ,9no$n $orld$ide as a leadin* company in t efield ?;ellness (a* etto ;e%site6 '

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Guests can c oose to use our T ermarium Area, to improve t eir %lood circulation,respiratory system or Dust rela>, t ey can c oose from t e massa*es t at t e S A offers, eit er t erapeutic or rela>in*, ave a %at in t e indoor s$immin* pool or $or9 out in t e $ellIeLuipped Fitness 0entre' T ese are all accessi%le for *uests every day from 1tracted from a dept of over 1


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are completin* t e atmosp ere' Guests can also drin9 some $ater or tea and useypoaller*enic to$els'

.ur T ermarium Area is offered at no e>tra cost for our *uests, %ein* included in t eir room

rate'

#3 "he SPA

.ur S A offers massa*es in $ell eLuipped, rela>in* rooms as $ell as an indoor S$immin* ool, a*ain %uilt under t e famous %rand iscine (a* etto'

Some of t e massa*es and treatments t at $e offer areC

- Si*nature treatmentC @from A to Hen is a $ ole %ody 1, ric *reen tea e>tracts, G assoul

clay and sa*e e>tracts minimi/es t e pores, reduces irritationsand eliminates %acteriaJ

!e ydratorC an intensive and re*eneratin* treatment for dry or

deI ydrated s9inJ Advanced (iftin* O Firmin*C meant to fi* t $it t e si*ns of

a*in*, tryin* to %rin* t e s9in tonus and firmness'- Body treatmentsC

ineral %ody e>foliationC an e>ceptional scru% t at com%ines

marine salts $it essential oils to leave t e s9in smoot andsuppleJ

T erapeuticC for deItensionin* stiffen muscles and painful

articulationsJ -olcanic roc9sC t e $arm volcanic roc9s are meant to rela> t e

%ody and activate t e 0 a9rasJ AntiIcellulite tonerC an e>tremely effective massa*e t at tar*ets

t e areas t at are prone to cellulite and fluid retention'

T ese are Dust some of t e massa*es t at t e *uests can c oose from' T ere are t$orooms for massa*es, every massa*e avin* its duration and price, all t e information %ein*accessi%le for t e *uests at t e S A reception, $ ere *uests can also ma9e t e reservations for t e massa*es'

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c3 Fitness Centre

Guests can also $or9 out in our %eautifully desi*ned fitness center, eLuipped $itlatest tec nolo*y and 0y%e> appliances' Guests can run on t e tread mill, or run at t e static %icycle and $atc movies, navi*ate on t e internet or connect t eir smartp ones to t e smallT- connected to any cardio appliance'

"ealt and ;ellness 0entre Staff

- "ealt and ;ellness ana*er - Assistant "ealt and ;ellness ana*er - S A !eceptionists- + assa*e T erapists

&'. Mar!et segmentation and target customers

Mar!et Segmentation

T e otel is *oin* to %e rated 2 stars, and it $ill aim only t e leisure travelers' T emar9et se*ments are t e tourists passionate a%out istory and lu>ury' T eir a*e ran*e is %et$een 3< and


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T e tar*et customers are presented in t e ta%les listed %elo$'

Leisure travellers (1) Couples

1. Geographic EU citizens2. Demographic 2.1 Age 18 45 years old

2.2 Gender Both Male and Female2.3 Average income Above average2.4 Marital status Single Married

3. Benefits sought !"iet #remises

candlelit resta"rant

high$!"ality bedding

s"rro"nding

attractions

Leisure travellers (2) Families

1. Geographic EU citizens2. Demographic 2.1 Age Above %5 years old

2.2 Gender Both Male and Female2.3 Average income Above average2.4 Marital status Married

3. Benefits sought &id$'riendly and

ine(#ensive resta"rant

on$site #lay areas

s"rro"nding attractions

additional amenities

'. Price, distri#ution and )romotions o$ the com)any s

tourism #usiness ser*ices and )roducts

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Prices $or roomsAs it is descri%ed earlier in t is proDect, !oyal Fortress "otel offers + roomsC 1pedia'

&n suc a competitive mar9et, promotin* our otel is vital' Bein* a ne$ otel, raisin*

a$areness $it all 9inds of mar9etin* tec niLues is even more important' !oyal Fortress

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"otel $ill ire a very e>perienced ar9etin* O Sales ana*er, $ o 9no$s e>actly o$ tosell t e otel in t e %est, effective $ay in order to attract as many *uests as possi%le'

Hotel Promotion

;e $ill start advertisin* our otel $it mont s %efore openin*s, announcin* t e %i*openin* event' T e otel $ill %e advertised as t e ne$est 2 star otel in Brasov, uniLue %y t efact t at is %uilt in a fortress' First advertisements $ill %e t rou* mediaC

- &nmaga ines , li9e Hile si )opti, $ ere $e $ill %e on t e cover, for t$o $ee9s, every mont s, and after openin*, in eac ma*a/ine t at appears every $ee9 for t ree

mont sJ- .n radio , announcin* t e openin* $it 1 mont %eforeJ- .n Social Net or!s , Face%oo9 $ill %e t e one on $ ic t e most efforts $ill %e put,

as t ese days more and more people are usin* itJ- .n our e#site C a speciali/ed company $it e>perience in t is field $ill create a

$e%site for t e otel, i* li* tin* all its features and %enefits, usin* appropriatet emes and colors to reflect lu>ury and *ood taste of t e otel'

Because our tar*et mar9et refers more to forei*ners, $e%sites li9e Boo9in*'com andTripAdvisor $ill raise a$areness of a ne$ 2 star lu>ury otel in Brasov' .nce t e otel opens,our *oal $ill %e to maintain t e i* est score in Brasov, %ein* a recommended otel andearnin* t e TripAdvisor A$ard of E>cellence'

oreover, $e $ill contact many international travel a*encies, %ecause si*nin*contracts $it t em $ill for sure %rin* us customers' 4irectors and representatives from t einternational %ut also national travel a*encies $ill receive invitations for t e otel openin*and a complimentary one ni* t stay in our otel'

u%licity $ill also elp us a lot, %ecause of t e fact t at t e otel $ill %e %uilt in t eBrasov citadel, $ ic $as announced to %e on sale' T- )e$s $ill %e interested in findin* out$ at is appenin* $it t e citadel, $ o %ou* t it and $ ic are t e plans, so t is freeadvertisin* of !oyal Fortress $ill %e $elcomed'

T e $ay of promotin* t e otel as to reflect lu>ury and a lon* istory' &t as to s o$*uests t at t ey $ill feel li9e %ein* in anot er time, a time of 9ni* ts and ladies, %ut $it t eaccessi%ility of today' !oyal Fortress "otel $ill emp asi/e t e fact t at it is different from all

t e ot er otels in t e area, t at it offers e>ceptional Luality of t e service, materials and food,t at it values its employees and t at *uests $ill %e $elcomed in t e otel as in a family'

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Because our tar*et mar9et is t e leisure traveler, $e $ill s o$ t e importance of visitin* t e %eautiful fortress of Brasov, and $e $ill s o$ t e possi%ility of spendin* anunfor*etta%le stay in t e lu>ury otel %uilt ri* t inside t e fortress' ;e $ill tar*et couples %ylayin* emp asis on t e intimacy and romance of our rooms and on t e !oyal Suites t at $e

ave, on t e fact t at $e offer many facilities inside of t e otel, li9e t e S A, T ermarium,Fitness 0enter and Souvenir S ops, %ut also on t e activities t at can %e made in t esurroundin*s' Because t e visual element of t e advertisements as a u*e impact, portrayin*couples is immediately tar*etin* our nic e'

"ouristic )ac!agesA *ood $ay of attractin* *uests is to *ive t em t e feelin* t at t ey found a very *ood

offer, $ ic is not accessi%le to everyone' eople tend to prefer t in*s t at t ey 9no$ noteveryone can ave' T is uniLueness can, for instance, %e offered %y statin* t at $e do avet is pac9a*e only for a certain period of time'

a. ?1ust Married@ ($$er

0ouples $ o decided to ta9e t is %i* step in t eir lives $ill ave t e opportunity tospend some specials days in our otel' By %oo9in* t ree ni* ts in our otel, t ey $ill %eoffered 3< discount to any 9ind of room, and a +< discount to t e !oyal Suite' oreover,t ey $ill ave a special fineIdinin* complimentary dinner in one of t ese ni* ts, one free$ ole %ody massa*e for eac of t em, and t e c ance to c oose one free activityC orseridin*, uad Bi9es e>cursion, i9in* or 9artin*'

#. City 4rea!

Because t e otel is a leisure one, and tourists tend to come ere in $ee9ends,coverin* t e $ee9days can %e done %y offerin* a *ood deal' Boo9in* at least t$o ni* ts from

onday to Friday $ill %rin* *uests 1< discount for t e Standard and Superior !oom, plus afree rela>ation massa*e for t$o persons'

c. ?Royal 56)erience@ ($$er

Because $e $ant to lay emp asis on t e lu>ury and uniLueness of our !oyal Suites,t is offer refers to *uests t at ave a *ood financial status' &f t ey %oo9 t e !oyal Suite for 2ni* ts, t ey ave one e>tra free ni* t and if t ey %oo9 it for = ni* ts, t ey ave t$o e>tra free

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ni* ts' oreover, t e *uests $ill ave a complimentary %ottle of rosecco, a plate of omemade %iscuits and apples in t eir room $ en t ey arrive'

Furt ermore, $e $ill not sell t e rooms at rac9 rates in t e first fe$ mont s, %ecause

$e need to offer appro>imately t e same rates as t e ot er + and 2 star otels in t e area' ;e$ill first present t e *uests t e rac9 rate and t en tell t em t at $e ave a special offer t ismont ' T e offer $ill refer to t e rates t at $e $ill actually use for t e first mont C

Standard !oom Sin*le 1 < =+ 4ou%le 1+< 8 Superior !oom Sin*le 132 88 4ou%le 122 77 Munior Suite Sin*le 1=< 117 4ou%le 17< 132 !oyal Suite 3 < =<

T e otel is also tryin* to attract %anLuetin* events, li9e $eddin*s, %aptisms or anyot er cele%rations' T e %ride and *room t at $ill old t eir $eddin* reception in our otel$ill %e offered a complimentary ni* t in t e royal suite, $it a romantic atmosp ere in t eroom *iven %y t e rose petals, red elium %alloons, complimentary rosecco and t e specially prepared inIroom S A, $it candles, roses and aromat erapy'

(ast, %ut not least, medieval events $ill %e eld in t e fortress for tourists as $ell asfor our *uests' Because in t is $ay $e $ant to attract more people to %oo9 a room in our

otel, t e events $ill last minimum days, $it different activities in eac day' For instance,

$e $ill ave 9ni* ts and ladies dancin* and 9ni* ts fi* tin* $it s$ords in one day, and $e$ill ave orse s o$s and medieval music in anot er day' &n t is $ay, tourists mi* t $ant tospend a ni* t in t e fortress $ ere all t e activities are ta9in* place, %ein* t ere for all t eevent days, only one step a$ay from t e s o$'

'&. Accounting

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T e !oyal Fortress "otel *rand openin* is set on 8t ay act sc edule, all t e information and $ill %e ans$ered toall t e Luestions' T e Front .ffice Team and t e ar9etin* and Sales 4epartment $ill presentt e otel facilities and rooms, t e Food and Bevera*e 4epartment $ill serve t e 0anapRs andt e %evera*es and every employee $ill ave a role'

Even t ou* certain important people $ill receive an invitation to attend t is event,any person $illin* to see t e otel and t e renovated fortress is $elcomed and $ill %e *iven atour %y one of our employees' T e e>pected num%er of *uests $ill %e around 1


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'&&. De*elo)ment o))ortunities and sales $orcast $or the ne6t ;

years

As $e e>pressed in our *oals, $e $ant to reac an avera*e occupancy rate of +2 int e first t ree mont s from openin*, to reac t e 1penses of %uildin* t e otel in 8 years';it in t e ne>t five years, !oyal Fortress "otel $ill %e t e no 1 c oice for internationaltourists $ en it comes to stay in Brasov' ;e $ant to o%tain t e top position in i* classtourism services in Brasov and to %e t e most important competitor for future tourism %usinesses' !oyal Fortress "otel $ill %e a reference model for t e ot er otels in t e area %ecause of its 2 star Luality services'

&n five years $e $ant to dominate t e otels mar9et in Brasov and, if everyt in* $ill %e as $e e>pect, pro%a%ly $e $ill open anot er restaurantQ loun*e in t e top of Tampa

ountain, instead of t e e>istin* one $ ic is not very *ood rated %y its clients'As po$erful investors t at $e are, $e e>pect to *ain t e aut orities support for our

investin* plans and $e ope t at t e aut orities $ill cooperate in order to develop t e %esti* class tourism services in t e country' &t is our dream to transform t is city in a top

c osen location for families, couples or %usiness travellin*' &t is difficult to forecast t e salesfor t e ne>t five years %ecause t e mar9et is continuously c an*in*, %ut $e ave an optimisticapproac t at our services $ill o%tain customers5 trust' &f $e $ill reali/e t e 2 percent profitin t e first year, t en it is a certainty t at t e %usiness $ill %loom'

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Re$erences

Brasov Travel Guide )o dateThe Fortress (Cetatuia .nline Accessed on ='1 '


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A))endices

Appendi> 1

Appendi>

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Appendi> 3

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Appendi> +

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Appendi> 2

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Appendi>

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Appendi> =

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:ron$ell Brasov "otel S;.T Analysis

Stren* tsZ Also ne$ # opened on 2'< ' ury "otel 0osmeticsZ ersonali/ed services

Z 0onference center

Z BelaLua Spa and ;ellness 0enter Z Ground and under*round par9in* area

;ee9nessesZ (ocation

Z (ac9 of s$immin* pool, massa*esZ 0 ef

Z Brea9fast

.pportunitiesZ &ncreasin* num%er of tourists in

BrasovZ (ess tourists in oiana Brasov

Z any local eventsZ Ta>is, trains, %usses $it in 3 min

from t e otelZ Sports center 2 min a$ay

T reatsZ oiana Brasov otels # $inter Z )e$ spa center *oin* to open

Appendi> 8

Am%ient "otel S;.T Analysis

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Stren* tsZ (ocation # near to t e city centre

Z Brea9fastZ Macu//i

Z assa*es

;ee9nessZ Access to spa and fitness t rou* t e

conference center Z !ooms # lac9 of tec nolo*y

.pportunitiesZ &ncreasin* num%er of tourists in

BrasovZ (ess tourists in oiana Brasov

T reatsZ oiana %rasov otels # $inter Z )e$ spa center *oin* to open

Z )e$ *ym

Appendi> 7

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Appendi> 1 1

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Appendi> 13

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Appendi> 1+

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Appendi> 12

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Appendi> 1

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Appendi> 18

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Appendi> 17

Appendi>

Proiect in Grup Candrea (1)

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