sonja blau marina förch fitriani hidayat sarah rostek da vittoria entourage hospitality consulting...

Sonja BlauMarina Förch Fitriani HidayatSarah Rostek

Da Vittoria Entourage Hospitality Consulting Group

Da Vittoria Entourage Hospitality Consulting Group

Da Vittoria Entourage Hospitality Consulting Group

Mission Statement ‘Our mission is to build up long lasting

relationships with our valued guest by providing them exceptional services through

our committed employees. Our value is to combine tradition with innovation to

enhance their experience by personalized high quality service and consistency.’

Da Vittoria’s Motto

“Where tradition and innovation fuse together to

surpass our guests expectations.”

Organisational Chart

Other staff: 6

Hotel Shop, Healtlh club, Room Service

General Manager

Ms Fercher

Food and Beverage DirectorConferences: 6

Rooms Divisions Director

Hotel services: 33

Marketing & Sales Manager

Finance Manager

Restaurant ManagerF&B Staff: 27

Front Office

ManagerFO Staff: 15

Human Ressources Manager

Positioning Strategy

Combination of tradition and innovation with an European ambiance

Providing a welcoming, comfortable atmosphere

Targeting business people in 1st and 2nd quater

Targeting leisure customers in summer season

HR (1)Flat organization

Improves working atmosphere

Strong focus on team membersNo firing

Increased training$ 36.416 in 5 years

HR (2)Results of training:

Less need of department heads

Empowerment

Working self dependent

HR (3)

Financial Results

Year Total Assets Growth P&E Value

0 $2.830.000 $3.500.000

1 $6.050.000 113% $4.810.000

2 $9.200.000 51% $5.870.000

3 $13.640.000 48% $7.470.000

4 $18.480.000 35% $9.710.000

5 $ 26.000.000 40% $18.410.000

F&B (1)1 Restaurant “La Rosa“

2 Bars “Viva” and “Bella Mare”2nd bar built because of high profit

Restaurant revenue:68% of total (year 5)$284.484

F&B (2)Beginning:

- Menu price: $21 - Supplier 1; menu type 1

Changes:- Improve menu type & supplier- Increase prices

F&B (3)

Rooms Divisions (1)

Extension of rooms: 290 540 rooms

Bedding mix in year 5: 100 single rooms 250 double rooms 140 king bedded rooms 50 suites

Rooms Divisions (2)

Year 0: December: $ 100.12Year 3: December: $ 105.65 (Adaptation of price)Year 5: December: $ 104.07 (Promotion of specials)

WD Single: 119.99

WD Family: 119.99

WE Single: 99.99

WE Family: 99.99

Rooms Divisions (3)

July December

Year 0 23.06 % 12.79 %

Year 3 67.55 % 52.52 %

Year 5 59.30 % 42.24 %

Occupancy rate

Rooms Divisions(4)

Refurbishment of Front Office - Year 2: Level 2- Year 4: Level 3

Refurbishment of rooms- Year 2-5: 250 rooms

Guest comfort- Complementary Items (Year 2: Level 4)- Room entertainment (Year 2: Level

4)

Room service (Year 2)Huge investments

Marketing (1)Key Success Factors

Use of product, advertising medium and the weekly expenditure

Increase of weekly expenditure

Cooperative measurements

Seasonality and demand

Application of market research

Widening networks

Create a stronger brand image

Targeting different marketing segments

Marketing (2)

Marketing (3)

Advisable Methods Product

Advertising Medium

Present expenditure $

Advisable Expenditure $

MealsDirect Mail

Local Weekly Newspaper

3’300320

6’6001’280

Liquor

Local Weekly Newspaper

Independent Local Radio

320185

1’2801’295

Weekday RoomsBusiness PressSunday Press

6’7509’900

13’50019’800

Weekend Rooms Sunday Press 9’900 9’900

Conferences Business Press 6’750 13’500

Weddings/Social Sunday Press 9’900 9’900

Tours Sunday Press 9’900 9’900

Forecast of Market AwarenessFactor

Year 0 –Dec. %

Year 5 –Dec. %

Increase in percentage

%

Forecasted percentage

(%) in year 10

Market Share

4.35 24.73 20.38 45.11

Market Image Index

8.90 53.88 44.98 98.83

Public Awareness

Index22.91 45.87 22.96 68.83

Year Expenditures

$ 1’042’780/ $ 26’000’000 = 0.04

0.04 x 100% = 4 % of total Assets

Month Jan. Feb. Mar. Apr. May June

Expenditure37’30

059’120 84’320 84’320 71’720 71’720

Month July Aug. Sept. Oct. Nov. Dec.

Expenditure 84’320 84’320 71’720 113’120 147’600 133’200

Total Year 5 Expenditure:$ 1’042’780

Key FactorsHR:

- Training combines with empowerment

- No dismissals

Finance:- Constant investments (rooms)

F&B:- Improving quality- Increasing price

Key FactorsRooms:

- Extensions

- Consistent refurbishments

- Increasing guest comfort

Marketing:- Heavy advertisement

- Widening networks

- Targeting different market segments

Business Status

4****- Targeting business customer

- Majority weekday rooms

Facilities and service quality above The Palace, pricing strategy below

Market share Year 0 : 4.5%

Year 5 : 25 %

Future PlansFurther concentration on team members

Different training methods

Continuous investments in refurbishments and technology

Following new food trends

Opening of a second property

Future PlansGradually increase in yearly expenditure

Long term investment

Additional advertising media - Merchandising - Banking affiliations- Airline affiliations - E-commerce - Packaging

Comments of Entourage

How we became so successful:About increasing menu and supplier:

“It‘s like eating lobster in a Kebab Shop“About our employees:

“The most important thing is that our employees have fun!!!“Our secret recipe:

$39.99 “It‘s just a psychological number““The psychological number is growing on me“ “Not for conferences because it is serious!“

About money:“It‘s just one cent“

“We don‘t want cash““This program is more intelligent then we thought it

was“

Mille Grazie