Abstract：In this paper，Langhem Hotel in littman as an example，for the hotel industry had a marketing analysis.

Key words：marketing analysis；hotel industry

中圖分類號(hào)：F830

文獻(xiàn)標(biāo)識(shí)碼：A

文章編號(hào)：1009-8283(2009)03-0024-02

The Furama Resort is a luxurious 198-room property located in the middle of Vietnam adjacent historical sites. The property opened in 1995.

This market plan covers the period July 2005 to June 2006.

Forecasted occupancy for the financial year 2005/06 is 60-65% at an average daily rate of US$180

The primary markets for the property are mainly the Leisure market.

The Resort is located on the finest China Beach and well-designed with award winning architect；moreover，it has conference and meeting facilities，restaurants，bars and lounge.

To achieve the forecasted result，marketing objective include an increase in room sales for Leisure market during peak season and function incentives by special occasions and wedding party.

Given the strengths of the destination，the opportunity to develop leisure packages in companion with excursions has been highlighted and will be taken action.

Tourism is the key to develop the home city economy；therefore，there may be a strong growth in tourism in Danang，Vietnam and this growth will affect the medium to large projects in the hospitality industry. Moreover，Danang has been received a large amount of assisting funds，100，000 euro from the Germany government in order to conserve ancient historical sites.

In conclusion，F(xiàn)urama Resort Danang，Vietnam has a significant bright future.

1 Introduction

1.1 Purpose

The aim of this report is to provide factual internal and external information of Furama Resort in Danang，Vietnam in order to prepare a marketing plan for the annual business plan.

1.2 Authorisation

This report is written as a marketing plan by a marketing manager for Langham Hotel Melbourne，under authorization of Anthony Bishop Hotel Manager on 21st October and due on 15^thNovember.

1.3 Scope

This report is briefly discussed about the important issues required to prepare a marketing plan for inclusion in the annual business plan as follow：

Situation Analysis

Identify the Hotel Market

Product Analysis

Competitor Analysis

Strategies by Market Segment

Discuss about Marketing Budget

1.4 Background

The Furama Resort Danang is managed by FHRI，Hong Kong which also manages other Hotels in Asia including the Majestic Hotel and Royal Windsor Hotel，Hong Kong；Paradise Lagoon Hotel，Kuala Lumpur；Philippines Dream Cruise，Cebu；Shengyang Hotel (open soon)，and Carnival Hotel，Guangzhou；Hong Kong Plaza Apartment Hotel，Shanghai；and the Caravelle Hotel，Ho Chi Minh City

Furama Danang is the first five star Resort in the middle of Vietnam and considered as a sensational destination for tourists all over the world whom wish to discovery Asia in general and Vietnam in particular.

Furama is an award-winning Resort with the following awards：

Best tourism destination in the Far East region 2005 at Viaggiatori International Tourism fair，Switzerland

WorldHotels .Members Choice Award 2004

Gold Award as Best International Incentive by ITMA UK

5 years awarded \"Vietnam's Top Hotel\" Trophy 2000-2003 by Vietnam Administration of Tourism

5 years \"Vietnam's Best Resort - The Guide Awards\" by Vietnam Economic Times 2000-2003

\"Environmental Protection - The Guide Awards\" by Vietnam Economic Times 2003

\"Best Dream Hotel in Asia\" by Esquire Magazine Hong Kong，AsiaHotels.com Winner 2002

\"Asia's Best Resort\" by Epicurean USA

\"Trophy 2000-2003\" by Trade Leaders' Club Spain，

\"BID\" International Quality Century Award，Spain

1.5Sources and Methods

The following information is gathered from the Internet and Furama Resort website.

1.6 Limitations

The information in this report has the limitations due to the Resort policy，therefore，some information about occupancy percentage，target customers，the budgets，cost and benefits of the organization are confidential and strictly to access.

2. Situation Analysis (SWOT)

2.1 Target Market

Danang is on the threshold of becoming a major destination of \"resort\" tourists from international travelers and Europe，Australia and America travelers are the main target markets of Furama Resort. Danang，moreover，is not a famous city about business centre，therefore，the main markets of the Resort are leisure market including

Viet Kieu- Vietnamese overseas

Wealthy domestic travelers

Foreigners working in Vietnam

International travelers

SWOT Analysis

2.2 Furama SWOT Analysis Summary

Furama Resort's strengths highlight with its global brand name Hotel；therefore，the standard must up to standards. The awards winning five star luxurious property has a great location，the world-famous China Beach and near the airport and Four World Heritage Sites. The resort offers the guestroom，conference，meeting facilities and business centre which are well equipped with the latest technology. Two restaurants，two bars and a lounge with different kinds of cuisine are available. Furama provides a variety of recreation activities，for instance，indoor and outdoor sport，snorkeling，diving etc and gym facilities. Moreover，F(xiàn)urama especially offers to its celebrity guests the lovely rooms with a great view of the ocean，the tropical garden or the fresh water swimming lagoon.

3.1 Hotel Market

3.2 Macro - environment (PEST)

PEST (Politic，Economic，Social and Technology) analysis is a research about external factors of the target market. PEST is an extremely important tool to identify and take action plans on time if there are any changes in the main target market. (Please see Table Target Market，p3)

3.1.1 Politic

Socialist republic countries generally are considered as countries used to have some debated problems about domestic and international issues，especially Vietnam. Although Vietnam has been opening the door to the world in recent years，the number of international tourists travel to Vietnam has been incredibly increasing every year. According to The World Travel and Tourism Council (WTTC)，Vietnam is ranked seventh for the 2005 Top Ten List of Travel and Tourism economies with annual growth between 7.2% and 7.9% and tourism market in Vietnam was estimated at $2.4 billions last year. Vietnam，moreover，is named one of the safest tourism destinations in the world，according BBC (The British Broadcasting Corporation).

http：//www.furamavietnam.com/?m=newsnum=40date=page=1

3.1.2 Economic

Regarding the economic of sources coming to the Resort，they are considered as developed countries in the world with a strong economic background. The exchange rate of main targets (Please see Table Target Market，p3) is evaluated as hard currency compared to soft currency of Vietnam (US$1=15，000 VND). It is one of the great opportunities of Vietnam to get foreign travelers，especially in Western countries.

In 1990，the Western economic was extremely strong in the world market，then in 2004，their economy went down and at the moment，the economic is increasingly going up again.

http：//www.gso.gov.vn/default.aspx?tabid=387idmid=3ItemID=991

3.2 Micro - environment

Vietnam is a developing country；therefore，the hospitality industry in particular is also developing with a pretty fast speed，as mentioned above，however，it is still not really famous in the world market. Furama Resort，moreover，is located in not the main city and being one of a few luxurious five star properties in Vietnam，this leads to hardly business travelers and conference groups come to visit Nha Trang. The main target market is the leisure market which also comes to the Resort at summer time，normally from May to August，thus the volume of the business changes between peak season and low season and the average occupancy is not really high，approximately 60 to 65% occupancy during high season and 15 to 20% occupancy during low season.

4. Strategies by Market Segment

In order to improve the business，strategies by market segment is the most critical task need to be fulfilled in priority. From analyzing the market segment and creating the strategies，best action plans are taken. The volume of business and the average check should be improved in order to push the Resort net profit. The volume of the business can be increased by developing the marketing campaign to promote and publicize the resort while the average check can be rose by develop new packages to attract the customers.

Target market during peak season：

Leisure：Viet Kieu- Vietnamese overseas

Wealthy domestic travelers

International tourists

Target market during low season：

Functions and Wedding party：Parties e.g. birthday，anniversary，business party

Wedding parties

Target market 1

4.1.1 Identification of target market：

Room sales-leisure guests

The main target markets include domestic and international Baby Boomers generations and young couples. These are great potential markets which cause massive profits to the Hotel due to their large numbers of travels every year.

These markets usually travel for special occasions and events during the year.

4.1.2 Objectives

1.An increase in room revenue in order to increase the use of hotel facilities such as Food and Beverage，Spa，Activity programs etc

2.An increase in room rate by developing new packages

4.1.3 Method of communication

Magazine - such as Vietnam Airlines and other Airlines Magazines，the leaflet under the meal for the guest in the airplane. By this way，the Hotel is advertised directly to the people on the airplane who may look for their accommodation as they get off the airplane. Huge colorful billboards are put at lobby of the airport to attract the attention of the public.

Website - an easy and economic way to reach to all the customers in the world.

Agency a good way to communicate to the guests because nowadays most of the guests tend to book at the agency first due to convenience and for advises.

5. Conclusion

In conclusion，F(xiàn)urama Resort in Danang，Vietnam is one of the leading Resorts in Asia. It has great opportunities by looking at the situation analysis，besides that，three major competitors are in the surrounding area and this needs to take into considerations through the competitor analysis. Finally，strategies are developed by market segments which are absolutely important to achieve a set goal，however，analyze and forecast the marketing budget is not least important in the marketing plan.

Overall，the Resort has great potential to meet the set budget due to being such an outstanding property in Vietnam in particular and in the world in general.

BIBLIOGRAPHY

http：//furamavietnam.com/?m=accommodation accessed on 25^thOctober

http：//www.furamavietnam.com/?m=newsnum=40date=page=1 accessed on 25^thOctober

http：//www.gso.gov.vn/default.aspx?tabid=387idmid=3ItemID=991 accessed on 25^thOctober

http：//www.vneconomy.com.vn/eng/index.php?param=articlecatid=03id=8b1c549ea76065 accessed on 25^thOctober

http：//www.furamavietnam.com/?m=newsnum=43date=page=1 accessed on 25^thOctober

http：//www.traveltovietnam.com/Guide/Danang/default.asp accessed on 25 October

http：//www.furamavietnam.com/?m=newsletteryear=2005month=11num=121accessed on 8^thNovember

Sally. L，Marketing Management Student Manual，2005，Le Cordon Bleu International，Adelaide