Business Improvement

Plan

Mohit Kumar

Trainee (Front Desk)

Student (Stenden University, Netherlands)

External Analysis

Internal Analysis

Description of Situation

Literature Review

Research Framework

Results & Findings

Planned Interventions & Recommendations

Conclusion

Porter’s Five Forces:

1. Threat of entry

2. Threat of substitutes

3. Bargaining power of suppliers

4. Bargaining power of Buyers

5. Competitive Rivalry

Internal Analysis:

S – Strengths

W - Weaknesses

O - Opportunities

T – Threats

Winter (December – April)

Spring (Mid April – Mid June)

Summer (Mid June – September)

Fall (October – November)

“Low Occupancy in Spring & Fall Season”

Segmentation

Adventure Tourism

Declining market

American culture and behavior studies

Problem Statement:

“How and whom to attract during the low season”

Research questions:

Who is the target group in summer?

Where are existing guests gone during the low season? how can they be attracted to come back?

What are the competitors doing during low season?

Conceptual model:

Methodology

Instrumentation

Sampling Process

Main Target Groups: Age 35-65

15- 24 25-34 35-44

45-54 55-64 65 over

Purpose: Quality time with Family & Friends

Close to Nature

Family Reunion/quality time with family

Sports/Adventure Sports

Close to Nature/Relaxing

Other

Avg. Spending: $150 - $500 / day

Including Accommodation

$150 - $249 $250 - $499

$500 - $999 $1000 & Over

Interests: Dining out, Spa treatments,

Hiking, Mountain Biking, Balloon Ride

Hiking

Mountain Biking

Spa treatments

River rafting

Competitors:

Vail Cascade Resort

Lodge at Vail

The Arrabelle Resort

The Four Seasons

Vail Marriott Mountain resort and Spa

Vail Cascade Resort

Lodge at Vail

The Arrabelle Resort

The Four Seasons

Others

Effective Marketing Tools & Channels:

Internet

Magazines

Word to Mouth

Internet

Newspaper

Magazines

From a friend or family member

Others

Repeated research in all four seasons

Packages designed for Families & Couples

Include the Popular Activities

Innovative Strategies

Psychological Approach

Promotions

Sanction of the Research

Destination Marketing

Motivating Innovative Ideas