Microtel Case Study

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It is Microtel’s vision to be the preferred hotel of business and leisure travellers requiring accommodations in the Batangas area. The Mission Statement of Microtel Inn & Suites Sto. Tomas, Batangas is outlines as follows: Microtel aims to deliver to guests and franchisees alike the highest quality hotel in the true economy category. The target market will be the intra-Philippines and international budget business travellers and value-minded tourists. Microtel will fill a growing (and as yet unmet) demand for cost efficient business travel. Currently, there is a large gap and significant fall-off in the quality of accommodation and amenities between four and five star properties with that of a consistent standard economy hotel. To some extent, the independently managed/family owned local hotels and service apartment/condotel market are largely localized and the standard of construction, finish, guest services and amenities are inconsistent. Microtel will establish a homogenous standard throughout the country that will enable the business traveller or any guest to book his or her itinerary throughout the country, confident that the levels of safety and services at Microtel’s will be at consistent international standard without incurring four or five star tariffs. Microtel’s accommodation will be distinguished from other properties by focusing the design and furnishings to be consistent system wide. Evaluation of the Mission Statement Elements Remarks Analysis 1. Customers Yes Business market and travellers 2. Product and Services Yes Continuous improvement 3. Markets Yes Locators inside Industrial Park and nearby, business travellers and tourist 4. Technology Not stated Adaptation the customer service online system 5. Conc... ... middle of paper ... ... Objectives  To maximize sales or market share by reaching an occupancy rate of 75% with an average daily revenue of Php2,900  To reach a gross revenue of Php77.4 million an increase of 37% compared to 2013  To attain a net income of Php10.4 million  To achieve 40.5% gross operating profit for 2014 Non-Financial Objectives  Sustain strong network with HR managers / bookers inside FPIP and nearby industrial parks  Establish linkage with Japanese expatriates (decision maker for lodging requirements) through courtesy visits, meeting and golf sponsorship  Increase revenue from corporate and government live-in seminar, academe and leisure market  Offer competitive long staying rate  Include Millie’s and Minori Tei restaurant in hotel marketing campaigns  Facilities upgrade – suite room and hotel lobby renovation  Staff education, training and development

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