caso yotel

Elia BeretAlicia Cuscó

Juliana Gutiérrez de Piñeres

INDEX

1- SWOT Analisis

2- VMOST

3- PEST (location and customer)

4- Strategic triangle

5- 4 P’s

6- 1,2,3 theory

7- L W P

8- Segment and product matrix

9- Margin and popularity matrix

10- Growing rate and market share

11- Complex and dynamic

12- What if…

VMOST YOTELSWOT:

Strengths:-Only hotels inside the airport-Luxury in a small place.-All needs inside it.

Weaknesses:-Middle and highclass market only. (Crisis)-Limited space

Threats:-Competition inside the airport may appear.

Opportunities:-Posible expansion in airports around the world.-Bussiness market constantly growing market.-Location advantage.

VS

VS

VISION:There are a lot of travellers around the world, and the number keeps going up. As we have the experience, the contacts and the knowledge, we will expand our YOTEL hotels worldwide in the most transited airports.

MISION:Expasion of our brand name and hotels wordlwide in the most transited airports and sustainability through the years.

OBJECTIVE:Have created and own YOTEL HOTELS in more than 12 airports around the world, in the next 18 months.

STRATEGYNot Differentiated strategy For everyone, but with one common condition. THEY HAVE TO BE INSIDE THE AIRPORT

•Layer effect= Looking forward to strengthen the core at the airports.POSITION inside the market BRANDING (make our name known as a reference engage clients.).CONSTANT INNOVATION

• Use GLOBAL EXPANSION *Minimize costs. *Increase number of clients.

TACTICS

1.Loyalty Club:Give our clients some advantages. Let them know that they are Important to us.Create a Loyalty Club provinding priviledges to our guests.*Architecs Priority in seminars of architecture and interior design

were we show how to use efficiently spaces combining it with art

and design.

2. Alliance:Given our operating point, ALLIANCES with AIRLINE

ALLIANCES-Anticipate guest needs.

3. Scale Economy: EXPANSION. Opening new hotels and expanding our brand.*Target Busiests airports worldwide (strategic geographical position)

*It will require a high investment Long term vision = reduced costs of expenses

Political:

-National and local Tourism Policies (Law 48/1963-International Aero policis

Economical:

Spanish government invesment -Reduce the actual crisis-Growth of the tourism industry.

Social: -Reduce 27% unemployment by providing new jobs.

Technological:

-Technological and design incentives-Leadership in innovation

PEST LOCATION (MADRID-BARAJAS)

PEST COSTUMERS (American Architects and designers )

Technological:

-Worldwide leaders in design & tech.-Enrich knowledge

Social:-New partnerships between freelance architects and designers- Constant update in trends changes

Economical:

-$$$ Power-Baby boomers(1940-1960)

Political:

-AEI Policies-Protectives Laws for the employee

Me: YOTEL

X PRODUCTS-Hotel near airports-Cabins & Sleepbox

Architects and designers

INCREASE RELATIONSHIP:1. Architects USA, AAO (Association of architecture organization), AIA (American institute of architects), ASID (American society of interior designers), IDS (Interior design society) Schools of Architecture and Design.2. Attract different architects and designers offering them seminars of architecture and interior design were we show how to use efficiently spaces combining it with art and design. 3A This is a place where architects and designers can meet to exchange ideas and build new partnerships in order to improve their field and expand their knowledge.3B -Benefits and priority in seminar attendance to architects and designers engaged to our loyalty program. -Opacity: Priority boarding & wake-up call4 If our product may not suit you, we suggest you other similar options such as Cabins or Sleepbox if it match better your needs.

DECREASE RELATIONSHIP:Other accommodation places offer a product of outstanding quality and efficiency for travellers; a very small space or even just a bed where you can only sleep.  Do you want a small, small, small bed or do you prefer a place where you can relax?Do you want a bed inside a small box?... THINK OUTSIDE THE BOX!!!

DIFFERENTIATION:“We are the first Hotels inside airports”1. Innovation in design and architecture2. New techniques in how to use spaces and make the most out of them.3. Luxury and comfort within small distance of your next flight4. Ultimate technology 1. It’s hard to find a space in an airport.2. It requires technology professionals and a big investment 3. First class architects and designers are essential to make the most out of a small space in order to create an atmosphere were you can relax and enjoy. 

4 P´sAccomodation• Standard• Premium

•Architecture and design seminars

The prices are between 75£ and 110£ depending of the season and the demand.

•Web page YOTEL•Our own specialized travel agency•Yotel mobile application•Others web pages:-Rumbo-Booking-Trivago-Atrápalo….

-Airportshuttles.com-Tripadvisor.com- Specialized Social networks (www.archilovers.com)- Tecnology , architecture and design magazines.- Appear in the bolletin board of architecture and design of universities and associations

Payment conditions:23% comission per room due to the end of every month.

PESTSocial and

techonological issues

Triangle

Architects and designers segment

4P´s PROMOTION

We found an issue, we studied how it affected us and we reacted!

IT IS ALL RELATED!!!

S2, S3 or My Own 123???Where is

YOTEL?

Innovation Standardization

S2

S3

My Own 1,2,3

X?

Our main TARGET???

How?-Focus on designers and architects SEGMENT

-Create our own Specialized Travel AgencyBecome intermediaries of our products and other products for this segment with or “Quality Certificate”

-Create value in design and architecture

S2

S3

My Own 1,2,3

Innovation Standardization

To become

“My Own 1,2,3”!!!

L w P Your bed and your seat have never been so close

Booking per hour

GO GREEN !!

SUSTAINABILITYENVIRONMENTAL AWARENESS

Innovation in design and architecture

State of the Art Hotel

Highest level of general developmentand ultimate technology

Same New

Sam

eN

ew

Segment

Pro

du

ct Differentiatio

n

Architecs and designers + Architecture

and better use of space seminars

PRODUCT:SeminarsPRICE:

PACKAGES:Seminar + room

pricePLACEMENT:Our website

Architecture and design schools, magazines and

websitesPROMOTION:

Our websiteArchitecture and design channels

4 P’s

Popularity IndexM

arg

in

- +

+

-

S1 Generic

S2 Specialized

Market Share

Gro

win

g R

ate

- +

+

-

S1 GenericS2 Specialized

Competition is coming!

Sooner than later

WE ARE GOING TO KEEP OUR POSITION BY…

- Constant innovation

- -Promotion inside our segment

- -Tracking the evolution of the architecture and design market

- Differentiation with the future

competition

ComplexD

yn

am

ic

-

+

+ -

“Everything is constantly changing. To stay on the market we have to keep innovating,

fighting competition”

Probability+

+-

-

Impact

WHAT IF….

WE HAVE COMPETITION!!!

We are pioneers and innovators in a new system

of interior design.We need to stay updated

and have a strategy against the coming

competition

PRICE:Keep our prices but offering MORE. We are not a low-cost

PRODUCT:Last technology

rooms and value in architecture and

designSeminars

PLACEMENT:Our own specialized travel

agency.Our website

PROMOTION:Architecture and design schools, magazines and

social networks.Through our airlines

alliances and loyalty club