4. Strategy and Implementation Summary
4.2. Competitive Analysis
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Figure 27: Online Sources Which Are Typically Used to Plan Leisure or Business Trips11
4.2. Competitive Analysis
From researching, we would like to separate the existing competitors into two main categories, one is the big chain hotel where they have a capacity to service their guests like as business hotel. Hotel in this type can be categorized in the luxury grade. The other type of existing competitor hotels is the hotels which are located in the same target area of our hotel.
11 Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012. Base: Use internet to plan trip. Leisure travelers (2989), Business travelers (1167).
http://fredericgonzalo.com/en/2012/09/11/how-travelers-use-online-sources-for-travel-decision-making/
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Table 7: Example Room Rate of Official Hotels for Business Person from BITEC’s Website
Hotel Room Type Room Rate (USD)
Superior Guest Room 61
First Class Guest Room 91
First Class Suite 121
Standard double room 81
Standard twin room 101
One Bedroom Suite 239
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Executive Studio Suite 227
Deluxe twin room 152
Grand deluxe king room 182
Deluxe Room 300
Superior Room 282
One Bedroom suite 446
Deluxe Room 297
Deluxe Grand Room 344
Executive Club 408
The table above was considered by the list of hotels from official BITEC exhibition center website plus the interesting competitor hotels in Bangkok at this present. Additionally, there is a ranking of favorable business hotel from popular hotel search engine website, Bangkok hotel website, which has been giving a rank of ‘The Best Business Hotels in Bangkok’12 including the brief introduction about each hotel as following:
Grand Millennium Hotel Sukhumvit Bangkok (4.5 stars)
The contemporary Thai and boutique design hotel located less than 300 meters from the center of the connection between the Bangkok sky train and Bangkok metro system. Full service spa, fitness center and outdoor pool are provided for hotel guests.
12 http://www.bangkok.com/business-hotels.htm#promo
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Park Plaza Bangkok Soi 18 (4 stars)
With its futuristic, sleek style, lies in the heart of Sukhumvit district where is the area of the central of shopping center and thriving nightlife at bars and clubs. Guests can enjoy their stay in comfortable rooms with all area free Wi-Fi, flat-screen TV and premium grade mini-bar.
Amari Watergate Bangkok (4stars)
The hotel is located in the center of Bangkok; guest can travel to many tourist attraction places.
A luxurious respite from the busy day, hotel guests can relax beside the lagoon shape pool while enjoy beautiful scenery of the skyline on the roof top of the hotel. In each guest room all guest can unwind with the free Wi-Fi accessibility, mini-bar and watch a movie on the flat-screen TV.
Banyan Tree Bangkok (4.5 stars)
Located in Bangkok's Silom-Sathorn area, get away with the chaotic zone from central of transportation, guests will enjoy an expansive green-space and urban landscape. Guests will love 360 degree view, open air roof top restaurant. Guest rooms are decorated with rich, textures and stylish interior. Other perks include free parking, and outdoor pool and health spa.
The hotel also offers Thai cooking classes taught by professional chefs.
Novotel Bangkok Ploenchit Sukhumvit (4 stars)
Since the hotel’s location is one of the middle of business area central of Bangkok, the sky train connection right in the front of the hotel, there will always be the seminar hold in the hotel. The compact design of the hotel can optimize the area of the hotel. Streamlined design and plenty of perks makes these guest rooms a smart choice. Free Wi-Fi and satellite TV keep you up to date.
Guests can start the day with the coffee and mini-bar, and comfort the late night with the bath
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Centara Grand at Central World (4.5 stars)
The luxury hotel with has one if the biggest high level department store downstairs. The most convenience location where connect to the many tourist attraction places. The hotel is a modern inner city with luxurious amenities that include a health spa, free Wi-Fi, and free valet parking.
Hotel has the panoramic views at the sky bar on the 55th floor.
Dusit Thani Bangkok (4.5 stars)
Hotel is located between the sky train and the subway connecting station where the center office area in Bangkok is. Hotel also located close to the Lumphini Park where one of the big green area in the central of city. Guests can go to the department store or explore the most famous night market by walking. Relaxing spa and pool are ready to service. There are eight onsite multinational restaurants, including the roof top bar which is the climax of the hotel.
Figure 28: The Positioning Map Business Hotels in Center of Business Area in Bangkok
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4.2.2. The Example of Various Grades of Hotel nearby BITEC Exhibition Center Table 8: Example Room Rate and Size of Hotels nearby BITEC, Ranked by the
Distance13
Hotel Address & Contact E-mail Distance (km)*
Srinakarin, Nongborn, Pravet, Bangkok 6.9 13 37 www.bacc.co.th
Brighton Suite Sampawut Road,Bangna,Bangkok 1.1 146 40
www.brightonbangkok.com
Convenient Park Hotel Sukhumvit 64 4.1 271 27
www.convenientpark.com
CS Residence Bangna-Trad Rd., Bangna Bangkok 5.2 50 24
www.csresidence.com
Lasalle Suites & Spa Sukhumvit 105, Bangna, Bangkok 2.2 15 60 www.lasallesuite.com
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Hotel Address & Contact E-mail
Distance
Srinakarin Rd.near Novotel Bangna Hotel 3.1 72 20 http://www.romancebangkok.com
Srinagarindra 26, Suanluang Bangkok 9.8 79 59
www.GrandLoardHotel.com
Jasmine Resort Hotel Sukhumvit 67-69,Wattana,Bangkok 10 244 89 http://www.jasmineresortbangkok.com
Best Western Premier Amaranth Suvarnabhumi
68 Kingkaew Rd,Bangplee,Samutprakarn 14.8 278 87 www.amaranthhotel.com
Lemeridian Bangna-Trad Rd. Km10.5 Samutprakarn 17.6 223 150 www.lemeridiensuvarnabhumi.com
Miracle Suvarnabhumi King-kaew Rd., Bangplee, Samutprakarn 18.7 170 54 www.miraclesuvarnabhumi.com
Grand Fourwings Convention Hotel
Srinakarin RoadHuamark, Bangkapi 16.1 465 87 www.grandfourwings.com
From the information above, we can see that almost of the existing hotels those have capability to serve business persons are located in the central of Bangkok area. For the hotels that have
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been operated and mainly focused on the exhibition center or surrounding province are small and local hotels, and business travelers need to travel between the central area of city to the exhibition center or surrounding province to meet their clients. Thus, we can see the opportunities that there are very few direct competitors. The location is the most advantageous for us because of the ease of transportation and the distance which are in between the exhibition center, but next to the express way to city and sky train system.
The table below is the summary of the price range from the existing two main groups of competitors, luxury and large hotel in center of business area in Bangkok and various grades of hotel nearby BITEC Exhibition Center.
Table 9: Comparison Price of the Competitor Hotels
Price (USD)
The hotels nearly the BITEC Exhibition Center
The business hotels in center location in Bangkok
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2. Five years of operating the first branch, we propose to study the second location.Vehicle
1. Hotel capital comes from owner equity plus loaning from the bank.
2. Hotel guests are the exhibition attendees and exhibitors, business travelers who come for their business both in Bangkok or surrounding and Eastern of Thailand where there are other main industrial zones.
Arena
1 Business hotel, fully equip with the business facility, most focus on create the space that is cozy modern atmosphere.
2. Hotel guest rooms are wide range of business guests, in both short and long term of stay.
3. Located between two main roads of Bangkok, and the express way to city, very close to sky train station
4. Business travelers in all kind of business transactions are our target customers
5. Apply the IT management system, guests can conveniently check, book and pay online, including express check-in / out 6. Replace the key card room access control system by QR code on electronics devices.
Differentiation
1. Providing personal QR code to identify oneself to use all hotel services.
2. The system will record guests' service history, plus personal preference.
3. Guest will do the onetime payment of every service when check out.
4. Guest can enjoy special privileges on customer royalty program 5. Hotel is modern and cozy atmosphere design, different from office atmosphere stress, but office facility in hand.
6. Hotel has strong competitive price offer.
Economic Logic
1. Located out from the city, yet transportation is very convenience, hotel has lower land cost, so it can charge lower.
2. There must be the demand from the luxury guests who willing to pay more and need to stay in this location, they can choose the higher service and room type