Novotel Makassar Grand Shayla
City Centre
The Process of developing and maintaining a
strategic fit between the organizations goal and
capabilities and its changing marketing
opportunities
About Novotel Makassar
THE NEW EXPERIENCE NOVOTEL MAKASSAR GRAND SHAYLA
CITY CENTRE
Novotel Makassar Grand Shayla
City Centre is an international
chain brand hotel, strategically
located in the heart of Makassar.
The hotel is easily accessible 30
minutes from Sultan Hasanuddin
International Airport and only 10
minutes from Losari Beach. The
hotel is the perfect choice for
business
and
leisure
trip.
Surrounded by offices, banks,
government, hospital, restaurants
and shopping center.
Hi Speed WiFi Internet
Access|Square Restaurant|Sky
Lounge I Lobby Lounge| 24 Hours
In Room Dinning I In Balance Spa I
In Balance Fitness|Pool
Hotel Facilities
235 Rooms
The Square Restaurant
Lobby Lounge
Mac Corner
Kids Corner
Swimming Pool
In balance Spa
In Balance Fitness
Function Room
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Companywide
Strategic Planning
Defining a Market-Oriented
Mission
Product Oriented Mission
Market-Oriented Mission
Novotel and Accorhotels Brand is become our
strenght and market awareness, the first
International hotel in Makassar with easy
access to tourist attraction.
Product Oriented Mission
Novotel Makassar is selling for room and many
other facilities.
Bussiness Objectives
Marketing Objectives
Maximizes profit and occupancy
Supporting new potential Market
Development
Become the best hotel destination in Makassar Branding awareness and Hotel Product Update
Bussiness Portofolio
Rooms
Superior Room
Deluxe Room
Junior Suite
Business Suite
Ballroom and Meeting Room
Barru Ballroom
Luwu Room
Somba Room
Bone Room
Pajung Room
Wajo Room
Soppeng Room
Bussiness Portofolio
The Square Reataurant
Lobby Lounge
BGC Matrix
High
Low
Question Marks
Cash Cows
Dogs
Low
High
Star
Product / Market Expansion Grid
New Markets
Existing Markets
Existing Products
New Products
Market Penetration
Extensively promotion and creating for
new room rate package to increase
demand of room
Product Development
Creating special benefits for repeater and
loyalty guest
Pro-active on selling membership
Cooperating with Media to hold exclusive
event
Market Development
Expand into new Government Markets
Diversification
Getting travel tour series during low
session
Creating new package for Group
New market Segment? Community,
Exhibitions mobile
Value Chain
Value Delivery Network
Marketing Strategy
&
Marketing Mix
Customer-Driven Marketing Strategy
Market Segmentation
Market Targeting
Market Positioning
Developing an Integrated Marketing Mix
Product
Price
Place
Promotion
Customer-Driven Marketing Strategy
Market Segmentation Techniques
Business Segments
Sales Representative, Executive and Professional, MICE Guest, Business Traveler
Pleasure Segments
Honeymoon Couples and Lovers, Visiting Friends and Relative, Travel Tour
Social Class Segments
Demographics : Age, Gender, Education, Ocupation
Psychographics : Personality types, lifestyle aspirations
Customer-Driven Marketing Strategy
Market Targeting
Government
Travel Trade
Industry
Other
Social Community, Automotive, etc
Customer-Driven Marketing Strategy
Market Positioning
Guest choose a hotel by their own positioning needs.
We have to inform them about our product, quantity
services, and the facility. So that will be a different
between other hotel competitor.
The 4 (Four) Ps
Product
Price
Place
Promotion
4 Ps Marketing Mix
Product
Rooms
Meeting Room
Square Restaurant
Lobby Lounge
4 Ps Marketing Mix
Price
Rate Template (Government, Corporate,
Community)
Travel Agent (Wholesaler)
Walk-in Guest
Accor Bien Venue
Etc.
4 Ps Marketing Mix
Place
Website
Mobile Phone (Android and iOS Apps)
Travel Agent
Online Travel Agent
4 Ps Marketing Mix
Promotion
Personal Contact
Print Media or Electronic Media
Sales Promotion
Publication with massive media
Outdoor Advertising
Direct Mail
Join with event
SWOT Analysis
S
W
O
T
trengths
eakness
pportunities
hreats
SWOT Analysis
Strengths
Strong brand name
Located in the city center
Near from hospital, mall, and access to
airport
Weakness
Lack of Entertainment (under progress)
Lack of maintain property
Opportunities
Demand growth
Wide market share
Threats
High turn-over employees
Competitor with other hotels
