4. Strategy and Implementation Summary
4.3. Strategy Diamond Analysis
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
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- Which geographic areas?:Hotel location will take around 40 minutes from the airport, half an hour to the central of city, the location of the hotel is the intersection between Sukhumvit and Bangna-Trat Road, two main roads of Bangkok, and the express way to city. Guests also can easily travel into and out of the city in a short sight by private car and taxi. For those who would like to avoid the heavy of traffic or do not use any car rental service can simply walk to sky train station from the hotel.
From the first operating of Bangkok sky train system on 5th December 1999, right now the second phase that is passing this exhibition center has been operated since12th August 2011.
Today the third phase which will connect Bangkok to more out-bond area is now constructed and will be open to servicein 2016. From this information, it shown that the government does not stop developing the infrastructure to help connect Bangkok to other cities in order to strengthen Thailand economics in the near future.
- Which market segments?:Our hotel target customers are the business travelers who come to Thailand in all kind of business transactions. Hotel guest rooms are ready to service wide range of business guests, the higher level of management level and the company staff. In the short and long term of stay.
- Which product categories? Hotel’s service category is business hotel, fully equip with the business facility yet in cozy modern atmosphere where guests can feel relax after their long day.
- Which value-creation stages? Hotel is implemented the proficient and reliable IT Management Innovation. Guests can conveniently check, observe, book and pay online before departure. With the intelligent IT Management Innovation, much more convenience and reliable than the existing system in hotel business. Guests can complete everything in very short
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time before leave their country, including the express check in and checkout system and replace the key card room access control system by QR code on electronics devices system.
4.3.2. Differentiation
- Customization? Providing the identification system, QR code. Guests can experience throughout all hotel services via QR code on the online device and no need any card. Moreover, this system will have the guest service history, guest can enjoy the privilege on customer royalty program and integrate the payment system only one time when check out.
- Image? The modern and cozy atmosphere is the first priority of the hotel requirement concept. Guest can feel at ease when they come back from work. Guest will feel different from the office atmosphere stress, but office facility in hand.
- Price? Hotel has strong competitive price offer compare to other luxurious business hotels in the central of city. Instead of using extravagant in decoration, hotel will be decorated with the special simply but elegant design. This will well create the higher image for the hotel with lower budget of interior investment.
4.3.3. Vehicle
The capital of the hotel will come from owner equity plus loaning from the bank. The management team will be experienced team who will monitor and manage the hotel to be in the proper way. Right now there are more and more evident that the residences in this area will grow up. The supportive location of hotel can help guests easily travel to both the capital and the eastern part of Thailand where many of Industrial Zones are located.
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purpose to start to study feasibility of constructing the second branch. The location will depend on the market research in next five years.- Speed of initiatives? Why not now? Although, real estates in Bangkok has been booming for many years, at the same pace, government has been rapidly developing many infrastructures, the ones that affect to our case are the sky train system and the express way which are very useful to travel from outskirt area to the downtown. Merely, we cautiously develop follow the plan and watch out the trend of market trend. Additionally, BITEC has announced that it is developing further venues and will be completed by the end of 2015. The additional phase will make BITEC’s place as one of the leader choice for many exhibition fair in Thailand. In the opposite direction to IMPACT exhibition center, currently the largest exhibition center, the board director had announced that they are now constructing the hotel in the exhibition center area. This will create a higher entry barrier for other individual hotel to reach the exhibition participants.
4.3.5. Economic Logic
- Hotel is located out from the central of city, so it has lower land cost, as a consequence, hotel can charge lower. This can attract many customers; however hotel will apply another economic logic to high level businesspeople those have willingness to pay for our extra service or upgrade their guestroom.
- Although we do not positioned ourselves as a luxury hotel, we still keep an image of a high standard hotel in order to be worth to be considered, since customers perceive we offer the well-situated location for them to work.
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國立 政 治 大 學