Bao Cao Chuyen de Tot Nghiep

Trng i Hc Cng Nghip Tp.
HCM Khoa: Thng Mi Du Lch

Li cm n Nhm khng ngng nng cao cht lng o to cng nh gip sinh vin lun nm bt c kin thc thc t. V vy trng ai hc Cng Nghip TP HCM Khoa thng mi du lch t chc cho sinh vin nm cui ca mnh i thc tp ti cc cng ty du lch l hnh v khch sn. Qu trnh thc tp ny s l c hi v cng qu bu cho cc sinh vin tip cn trc tip vi chuyn ngnh ca minh hc v s l hnh trang hu ch cho sinh vin sau khi tt nghip. Nhn y em xin chn thnh cmn Ban Gim c , phng t chc, cc trng b phn cng ton th cc anh ch nhn vin trong khch sn Sheraton Si Gn tn tnh gip em trong qu trnh thc tp ti khch sn. Tuy thi gian thc tp khng di nhng em hc hi c nhiu iu b ch , rt ra cho mnh nhiu kinh nghim th v, em c c hi pht huy nhng kin thc hc khi ngi trn gh nh trng v cng c trao di thm nhng kinh nghim sng qu bu. V em cng chn thnh cm n thy Nguyn Vn Ha tn tnh gip em trong qu trnh lm bi bo co ny Mt ln na em xin chn thnh m n Ban gim c v ton th cc anh ch nhn vin khch sn Sheraton v thy hng dn Nguyn Vn Ha to c hi cho sinh vin cc em i thc tp.
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Trng i Hc Cng Nghip Tp.HCM Khoa: Thng Mi Du Lch

MC LC A. PHN M U ..................................................................................................1 1. ngha ca ti....................................................................................................1 2. Mc ch..................................................................................................................2 3. i tng v phm vi nghin cu...........................................................................3 4. Phng php nghin cu.........................................................................................3 5. Ni dung ca lun vn.............................................................................................3 B. PHN NI DUNG ...............................................................................................4 Chng 1: L lun chung v chin lc kinh doanh khch sn trong nn kinh t th trng ...............................................................................................................4 1.1. Nhng vn c bn v chin lc kinh doanh khch sn .................................4 1.1.1. K hoch l mt khu - mt b phn ca chin lc kinh doanh khch sn: ................................................................................................................................4 1.1.2. Khi nim v chin lc kinh doanh v chnh sch kinh doanh: .................5 1.1.3. Phn loi chin lc kinh doanh:.................................................................8 1.2. Ni dung xy dng chin lc kinh doanh khch sn .........................................9 1.2.1 c im xy dng chin lc kinh doanh khch sn ..................................9 1.2.1.1. Khi nim v kinh doanh khch sn ......................................................9 1.2.1.2. c im hot ng kinh doanh khch sn ..................................10 1.2.1.3. c im cng tc xy dng chin lc kinh doanh khch sn11 1.2.2. Cng tc xy dng chin lc kinh doanh .................................................13 1.2.2.1. Cc tng hoch nh chin lc.....................................................13 1.2.2.2. Cc cn c xut chin lc ............................................................14 1.2.2.3. Qu trnh xy dng chin lc ...........................................................16 1.3. Ma trn SWOT vi vic xy dng chin lc kinh doanh khch sn ...............25 1.3.1. Gii thiu Ma trn SWOT...........................................................................25 1.3.2. SWOT vi vic xy dng chin lc kinh doanh khch sn25 Chng 2: Thc trng hot ng v mi trng kinh doanh nh hng ti vic xy dng chin lc kinh doanh ti khch sn Sheraton Si Gn ................. ...................................................................................................................................27 2.1. Thc trng mi trng ni b khch sn Sheraton Si Gn .............................27 2.1.1. Gii thiu v khch sn Sheraton Si Gn:................................................27
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2.1.2. Cc iu kin kinh doanh ca khch sn Sheraton Si Gn ......................29 2.1.2.1. iu kin v t chc ............................................................................29 2.1.2.2. iu kin v c s vt cht k thut ....................................................41 2.1.2.3. iu kin v kinh t: ............................................................................46 2.1.3. Mt s kt qu kinh doanh khch sn Sheraton Si Gn trong thi gian qua: .......................................................................................................................47 2.2. Thc trng mi trng kinh doanh khch sn Sheraton Si gn .......................49 2.2.1 Mi trng v m .......................................................................................49 2.2.1.1 2.2.1.2 2.2.1.3 2.2.1.4 2.2.1.5. 2.2.2.1 2.2.2.2 2.2.2.3 2.2.2.4 Mi trng kinh t ...........................................................................49 c trng v chnh tr lut php ....................................................50 Mi trng k thut - cng ngh .....................................................51 Mi trng vn ho x hi..............................................................51 Mi trng t nhin ........................................................................52 i th cnh tranh hin ti: ............................................................52 Th lc ca cc nh cung cp vi khch sn Sheraton Si Gn......56 Sc p ca cc sn phm thay th:..................................................56 Th trng khch du lch: ................................................................56
2.2.2 Mi trng vi m .......................................................................................52
2.3. Cc cn c v thc trng xy dng chin lc kinh doanh ti khch sn Sheraton Si Gn.......................................................................................................57 2.3.1. Cn c vo nh hng chin lc khch sn Sheraton Si Gn: 57 2.3.2. Thc trng xy dng chin lc kinh doanh khch sn Sheraton Si Gn58 2.3.2.1 Cn c lp k hoch:............................................................................58 2.3.2.2 Xy dng k hoch hng nm: .............................................................58 2.3.2.3 Phng php xy dng ch tiu k hoch: ...........................................59 2.3.3. Cc gii php chin lc c p dng ti khch sn Sheraton Si gn60 2.3.4. nh gi kt qu t c .........................................................................61 Chng 3: Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton Si Gn..............................................................................................62 3.1. Xy dng v la chn phng n chin lc kinh doanh .................................62 3.1.1. nh gi im mnh, im yu , c hi v nguy c...................................62
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3.1.1.1 im mnh(Strenghts): ........................................................................62 3.1.1.2 im yu(Weakness): ...........................................................................63 3.1.1.3 C hi (Opportunitiies):...................................................................... 63 3.1.1.4 e da: .................................................................................................64 3.1.2. Xy dng chin lc kinh doanh t Ma trn SWOT .................................64 3.1.3. La chn chin lc kinh doanh ca Khch sn Sheraton Si Gn ..........67 3.1.3.1. Nhng nh hng chin lc m ban lnh o ca khch sn Sheraton Si Gn a ra ..................................................................................67 3.1.3.2. Chn chin lc kinh doanh ...............................................................67 3.1.3.3. Mt s gii php nhm xy dng chin lc tng trng ..................68 3.1.3.4. Xy dng chnh sch b tr.................................................................75 3.2. Mt s kin ngh khc ........................................................................................77 3.2.1. Kin ngh vi Tng cc Du lich:.................................................................77 3.2.2. Kin ngh vi Chnh ph .............................................................................78 C. PHN KT LUN ............................................................................................79 PH LC ...............................................................................................................81 Ti liu tham kho
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DANH SCH CC HNH V, S S 1.1 : Cc bc lp k hoch kinh doanh trong khch sn ................................4 S 1.2 : Nghin cu mi trng xuyn sut nh hng n xy dng chin lc 16 S 1.3 : Mi quan h trong Swot .........................................................................26 S 2.1 : C cu t chc ca khch sn Sheraton .................................................29
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DANH SCH CC BNG BIU Bng 2.1 : Tng kt thc trng nhn lc ti khch sn Sheraton .............................40 Bng 2.2 : C cu cc loi phng ca khch sn Sheraton.......................................42 Bng 2.3 : Kt qu kinh doanh trong 3 nm ca khch sn Sheraton.......................47 Bng 2.4 : C cu khch n ca khch sn Sheraton ..............................................48 Bng 2.5 : Bng gi phng khch sn Part Hyatt......................................................54 Bng 2.6 : nh gi i th cnh tranh ca khch sn Sheraton ..............................55 Bng 2.7 : nh gi mi trng cnh tranh ca khch sn ......................................57 Bng 3.1 : M hnh phn tch ma trn Swot .............................................................65
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Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton A. PHN M U 1. ngha ca ti Mc d tnh hnh kinh t th gii cng nh trong nc c nhiu bin ng, y l nguyn nhn chnh dn n nhng tc ng dy chuyn nh hng n dng khch du lch quc t n Vit Nam v hot ng ca ngnh Du lch trong nc (trong c vic tng gi) th lng khch du lch quc t n Vit nam trong 7 thng u nm 2008 c t 2.619.287 lt khch, tng 10,6% so vi 7 thng u nm 2007 t 52,3% so vi k hoch nm. Khi nhu cu du lch ny sinh v pht trin th cung du lch ny sinh v pht trin p ng ti a nhu cu . Cng chnh iu ny lm cho ngnh kinh doanh du lch my nm tr li y pht trin vt bc. l nh s quan tm ca ng v Nh nc coi du lch l ngnh kinh t tng hp quan trng, khng nhng th nhn thc ca ngi dn v vai tr hot ng kinh doanh du lch i vi i sng kinh t, vn ho, x hi c nhng chuyn bin tch cc. S pht trin vt bc a ngnh kinh doanh du lch ni chung v kinh doanh khch sn ni ring tr nn hp dn v si ng hn. Nhiu thnh phn kinh t tham gia vo kinh doanh khch sn cng gt hi nhiu thnh cng. Chnh s tham gia t ca cc thnh phn kinh t, s thiu ng b trong qun l v m, khng hong kinh t trong khu vc lm cho th trng kinh doanh khch sn cnh tranh gay gt v thiu lnh mnh. Trong khi lng khch i du lch gim i v s lng cc thnh phn kinh t tham gia vo kinh doanh khch sn tng nhanh. Do thnh cng trong kinh doanh khch sn i hi cc nh kinh doanh phi nm bt c v vn dng linh hot cc trit l v ngh thut kinh doanh. Trong iu kin bin ng, phc tp ca mi trng kinh doanh hin nay, hn bao gi ht ch c mt iu m cc cng ty ni chung v kinh doanh khch sn ni ring c th bit chc chn l s thay i. qun l s thay i ny th chin lc kinh doanh nh mt hng i, mt hng i gip cc t chc ny vt qua sng gi trong thng trng vn ti mt tng lai bng chnh n lc v kh
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Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton nng ca chnh mnh. Chin lc kinh doanh l kt qu ca s nghin cu khoa hc trn c s thc tin kinh doanh ca rt nhiu cng ty. Vic kinh doanh khch sn du lch ang v s l mi quan tm ca nhiu ngi, nhiu cp v ca nhiu quc gia. Vn t ra l lm th no a ngnh du lch Vit nam tin kp vi cc nc c nn cng nghip du lch pht trin trong vng v trn th gii a du lch nc ta tr thnh mt ngnh kinh t quan trng. Song song vi vic u t pht trin c s vt cht k thut, m rng quy m h thng khch sn du lch, vn cht lng dch v phi c quan tm hng u. Phi qun tr cht lng c hiu qu v cht lng khng t pht, n cn c qun tr c t chc, bi bn. Xut pht t nhng suy ngh trn - ng thi qua qu trnh thc tp ti khch sn Sheraton Si Gn em chn ti Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sherton Si gn. 2. Mc ch Hin nay thc trng kinh doanh ca khch sn Sheraton Si Gn cng khng nm ngoi tnh trng kh khn ca ton ngnh. c th pht trin bn vng v ginh thng li trong mi trng cnh tranh gay gt v khc nghit trong tng lai, i hi mi hot ng kinh doanh ca khch sn phi i ng bi bn, ng nh hng chin lc kinh doanh p ng c i hi v tho mn nhu cu ngy cng cao ca khch du lch trong tng lai. Nu khng c chin lc kinh doanh tt th khch sn khng th i chi vi nhng khch sn hin i va mi xy dng v c cht lng cao. Nh vy khch sn kh c th ginh thng li trn thng trng hn na rt c th khch sn s phi rt lui khi th trng theo quy lut o thi. 3. i tng v phm vi nghin cu i tng nghin cu ca ti l cc chin lc kinh doanh hin ti ca khch sn Sheraton Si Gn 4. Phng php nghin cu
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Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton S dng phng php duy vt bin chng, duy vt lch s v phn tch thng k tm ra cc chin lc kinh doanh ng n nhm a ra mt s gii php gip khch sn pht tri hn 5. Ni dung ca lun vn Ngoi phn m u v kt lun, lun vn c cu trc thnh ba phn: Chng 1 : L lun chung v xy dng chin lc kinh doanh khch sn trong kinh t th trng. Chng 2 : Thc trng hot ng v mi trng kinh doanh nh hng ti vic xy dng chin lc kinh doanh ti khch sn Sheraton Si Gn. Chng 3 : Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton Si Gn
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Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton B. PHN NI DUNG Chng 1: L lun chung v chin lc kinh doanh khch sn trong nn kinh t th trng 1.1. Nhng vn c bn v chin lc kinh doanh khch sn 1.1.1. K hoch l mt khu - mt b phn ca chin lc kinh doanh khch sn: C th ni k hoch ho l chc nng u tin trong chu trnh qun l khch sn. N cng c xem nh mt qu trnh xc nh cc mc tiu, cc phng n huy ng ngun lc (bn trong v bn ngoi) nhm thc hin c hiu qu cc mc tiu c xc nh trc. Theo Steiner th K hoch ho l mt qu trnh bt u bi vic thit lp cc mc tiu v quy nh chin lc cc chnh sch v cc k hoch chi tit t c mc tiu. N cho php thit lp cc quyt nh, a vo thc thi n bao gm mt chu k mi ca vic thit lp mc tiu v quy nh chin lc c thc hin nhm hon thin hn na. Nhn thc c hi kinh doanh nh gi so snh cc phng n da vo mc tiu phi t
Xc nh cc mc tiu kinh doanh
La chn phng n
Sot xt cc tin cn c
Lp cc k hoch h tr
Hoch nh cc phng n kinh doanh
Lng ho cc phng n thng qua vic lp cc ngn qu
S 1.1 : Cc bc lp k hoch khch sn Qua s chng ta thy vai tr ca lp k hoch trong vic kinh doanh
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Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton khch sn. Mun thnh cng mi khch sn u phi xy dng k hoch theo trnh
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t cc bc trn. K hoch ny thng ko di trong thi gian 3 thng, 6 thng hoc 8 thng, mt nm. K hoch gip cho cc khch sn nh hng c s pht trin ca mnh trong tng lai ngn, trnh xa cc him ho ca th trng. Thng qua k hoch m u t cc ngun lc vo s pht trin m rng ca khch sn . Chin lc kinh doanh mang tnh tng qut v di hn (2 nm n 3 nm) i hi ngun nhn lc v khi lng vn ln thc hin chin lc kinh doanh khch sn. Cn k hoch mang tnh c th ngn hn, ngun vn v nhn lc s dng t hn chin lc kinh doanh. Nh vy k hoch kinh doanh l mt khu, mt b phn ca chin lc kinh doanh. 1.1.2. Khi nim v chin lc kinh doanh v chnh sch kinh doanh : Kinh t th trng v cc quy lut ca n s tc ng v chi phi rt mnh n qu trnh hot ng v pht trin ca mi doanh nghip . Th trng l sn chi chung ca cc doanh nghip v cng l ni din ra cc cuc ua tranh quyt lit v kt qu l c k bi ngi thng. Ch c nhng doanh nghip c ngun lc ti chnh, nhn lc cng nh c mt chin lc kinh doanh ng n mi ng vng v pht trin c. Ngc li nhng doanh nghip khc s b nhn chm v o thi khi th trng. nhng nc pht trin cng do s tc ng v sc p ca mi trng kinh doanh nn t tng chin lc kinh doanh c a vo t nhng nm 50 v ngy nay ngi ta vn lun lun khng nh tm quan trng v tnh hu ch ca vic hoch nh v thc hin chin lc kinh doanh. C hai nguyn nhn dn n vic hoch nh chin lc l : + S bin ng v tnh khng chc chn ca mi trng kinh doanh. + S khan him v hn ch ca ngun ti nguyn. i vi cc nc chm v ang pht trin nh nc ta. Khi m mi trng kinh doanh ni chung v mi trng php l ni ring cha c hon thin. Th chin lc kinh doanh ang l phm tr mi m c v l thuyt v thc tin. Rt nhiu cc doanh nghip v ang hot ng sn xut kinh doanh m khng h c k hoch hoc chin lc hoc mt s nghin cu, phn tch mi trng kinh doanh v nh hng cho tng lai. Hin ti h ch ch n li ch trc mt v lm n theo kiu phi v. Tt nhin hu qu ca nhng hot ng , cch thc
lm n khng ch nh hng cho chnh doanh nghip m n cn lm nh hng ti cc doanh nghip khc, n mi trng chung v n li ch quc gia. Mt doanh nghip trong mi trng cnh tranh gay gt m khng c nh hng chin lc pht trin. Th cng ging nh mt con tu gia bin to sng ln m khng c nh hng, bn v kt cc s thm bi xy ra vi con tu . Thut ng chin lc c s dng u tin trong lnh vc qun s. Trong lnh vc ny th chin lc c vn dng mt cch ti tnh v nng ln tm ngh thut qun s. Cc c trng ca chin lc kinh doanh : Chin lc kinh doanh hin mang tnh nh hng. Trong trin khai chin lc th phi kt hp chin lc k hoch vi sch lc v phi kt hp chin lc ngn hn vi chin lc di hn. Chin lc kinh doanh lun lun tp trung cc quyt nh ln, quan trng v ban lnh o cng ty, thm ch v mt ngi ng u cng ty. Chin lc kinh doanh lun c xy dng trn c s li th so snh ca cng ty, trn c s phn tnh nh gi thc trng ca cng ty. Chin lc kinh doanh trc ht v ch yu c xy dng cho cc ngnh ngh kinh doanh. Cc lnh vc kinh doanh chuyn mn ho, truyn thng v th mnh ca cng ty. Trong lnh vc kinh doanh khch sn th cc nh qun l cho rng: chin lc l tp hp cc quyt nh v hnh ng dn n vic hnh thnh cng thc thc hin nhm t c cc mc tiu yu cu ca khch sn. Chin lc kinh doanh gip cho khch sn tr li c 3 cu hi sau: + Chng ta s lm g v lm cho ai? + Chng ta mun t mc ch g.? + Chng ta s qun l cc hot ng ca khch sn nh th no ? t c mc ch ra. y thc s l nhng vn tt yu . Cu tr li ca 3 vn trn l kim ch nam cho hot ng vng chc ca khch sn sau ny.
Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton Vic hoch nh v thc hin chin lc trong kinh doanh khch sn l mt qu trnh cn c s phi hp n lc ca mi thnh vin trong khch sn. ng thi phi c cc gii php cc chnh sch b tr vic thc hin c thnh cng. Bi v kinh doanh khch sn mang tnh tng hp cao, lin ngnh lin vng v sn phm ch yu l dch v. Chnh sch kinh doanh bao gm cc li hng dn, cc qui tc v th tc c thit lp hu thun cho cc n lc nhm t c mc tiu ra. . Cc chnh sch l li ch dn cho vic a ra quyt nh m cc quyt nh c th dao ng trong cc chnh sch c th thit lp, ban hnh cc p qun tr khc nhau, c p dng trong phm vi mi cp. Cc chnh sch thng rt a dng nh chnh sch marketing khch sn, chnh sch v khen thng, k lut i vi nhn vin ca khch sn. Nh vy chnh sch c a ra nhm h tr cho vic thc hin chin lc v xt trong phm vi mt doanh nghip khch sn th chnh sch l mt phn, mt b phn ca chin lc.
Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton 1.1.3. Phn loi chin lc kinh doanh: Nu cn c vo phm vi qun l doanh nghip ngi ta phn thnh cc cp chin lc sau : - Chin lc cp doanh nghip : L chin lc tr li cho cu hi, doanh nghip s nm trong ngnh kinh doanh no, v tr ca doanh nghip vi mi trng, v vai tr ca tng b phn kinh doanh trong doanh nghip. N bao gm mt s chin lc. + Chin lc tng trng + Chin lc n nh + Chin lc ph hp. - Chin lc cp b phn kinh doanh : L chin lc xc nh doanh nghip nn cnh tranh nh th no trong mt s ngy kinh doanh . N bao gm: + Chin lc thch ng. + Chin lc cnh tranh. - Chin lc cp b phn chc nng : L xc nh cn h tr chin lc cp n v kinh doanh nh th no. N bao gm : + Chin lc nghin cu v pht trin + Chin lc ti chnh. Do c th ca ngnh kinh doanh khch sn ngi ta thng s dng mt s chin lc
Chin lc tng trng : khch sn tng cng u t ci to c s vt

cht k thut to hnh nh tt v khch sn, tng kh nng thu ht khch, tng th phn v gip khch sn pht trin mnh m.
Chin lc phn bit : Nn tng ca chin lc l khch sn phi to ra

nhng sn phm v dch v c o c ngi tiu dng nh gi cao.
Chin lc h thp chi ph : Nn tng ca chin lc l khch sn c th

to ra li th cnh tranh bng cch h thp chi ph so vi i th cnh tranh hay khng.
Chin lc phn ng nhanh : Nn tng ca chin lc l ch p ng

nhanh nht v chnh xc nht nhu cu ca khch sn.
Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton
Chin lc lin kt di cc hnh thc lin kt ngang v lin kt dc :

Chin lc lin kt ngang thng c p dng vi khch sn cng cp 1 loi sn phm nhm i ph vi cnh tranh, phn tn ri ro, v p ng nhu cu tng hp ca khch du lch. Chin lc lin kt dc p dng vi cc khch sn khng cng cp, khc bit v cht lng sn phm nhm tho mn ti a nhu cu ca khch du lch.
Chin lc marketing mix bao gm : sn phm, gi c, phn phi, giao tip

khuych trng. 1.2. Ni dung xy dng chin lc kinh doanh khch sn 1.2.1 c im xy dng chin lc kinh doanh khch sn 1.2.1.1. Khi nim v kinh doanh khch sn S pht trin ca nn kinh t ra i nhiu ngnh kinh doanh khc nhau p ng nhu cu khc nhau ca th trng, ng thi mang li li nhun cho chnh nh kinh doanh. Ngnh kinh doanh khch sn cng ra i trong bi cnh . Vi nhng g hng ngy ngnh kinh doanh khch sn ang p ng hin nay c th hiu kinh doanh khch sn nh sau : Kinh doanh khch sn l hot ng kinh doanh trn c s cung cp cc dch v lu tr, n ung v dch v b sung cho khch du lch nhm p ng nhu cu ca khch trong thi gian lu tr ti im du lch v mang li li ch kinh t cho c s kinh doanh . Nh vy kinh doanh khch sn mang tnh c th rt cao, hot ng ca n ch yu l dch v. Do cng tc xy dng chin lc cng mang c th. Thi gian cho mt chin lc ngn (2 n 3 nm) . Do yu t mi trng lun thay i. Bi vy chin lc cng phi thch ng vi s thay i . 1.2.1.2. c im hot ng kinh doanh khch sn to iu kin cho cng tc xy dng chin lc kinh doanh c tt vic xem xt c im hot ng kinh doanh khch sn c ngha quan trng. N gip cho nh qun tr c ci nhn xuyn sut, thu o c th v kinh doanh khch sn. T a ra ng chin lc ph hp vi c im kinh doanh khch sn.
Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton - Th nht : Hot ng kinh doanh khch sn ph thuc vo ti nguyn du lch. Bi v ti nguyn du lch l yu t thc y, thi thc con ngi i du lch. Nu khng c s khc bit v ti nguyn du lch gia cc vng th chc chn hot ng du lch s km hp dn. Ni no cng c nhiu ti nguyn du lch th ni cng c sc hp dn i vi du khch, lng khch ti cc im du lch ng s lm cho nhu cu v khch sn ln v nh vy r rng ti nguyn du lch nh hng ti quy m v th hng khch sn - Th hai : Kinh doanh khch sn i hi mt dung lng vn c nh ln. N bao gm cc loi chi ph : chi ph o to, chi ph xy dng, chi ph marketing..... - Th ba : Hot ng kinh doanh khch sn i hi dung lng lao ng trc tip trong khch sn l tng i ln. Do mt s nguyn nhn sau: + Sn phm du lch ch yu l dch v l s tip xc trc tip gia nhn vin v khch du lch. Nhu cu khng c khun mu khng th sn xut hng lot. + Do yu cu cc cp ca cht lng sn phm dch v du lch v cht lng ph thuc vo cht lng ca nhn vin phc v. Khng nhng th cht lng ph thuc vo s cm nhn ch quan ca du khch. + Thi gian lao ng khng c gi ngh (24h/24h) + i hi tnh chuyn mn ho gia cc b phn rt cao. - Th t : Hot ng kinh doanh khch sn chu s tc ng ca tnh quy lut. N bao gm : quy lut t nhin v qui lut x hi. Nh vy hot ng kinh doanh khch sn c tnh c th rt cao. Tnh c th li c th hin thng qua s cm nhn v nh gi ca khch du lch, ch khng c dng th nh cc hng ho v dch v khc. T cng t trch nhim rt cao ln cc nh xy dng chin lc l lm sao kt hp c con ngi vi vt cht to ra sn phm khch sn coi cht lng cao tho mn nhu cu ca du khch. 1.2.1.3. c im cng tc xy dng chin lc kinh doanh khch sn
Thng qua vic nghin cu l lun phn trn, gip cho cc nh qun tr hnh thnh t tng chin lc, v nm c nhng nguyn tc l thuyt v nhng kinh nghim trong vic xy dng chin lc kinh doanh. i vi kinh doanh khch sn do nhng c im c th m cng tc xy dng chin lc kinh doanh cng c nhng c im c th sau : - V sn phm ca khch sn l c nh v dch v c cung cp mt ni c nh, khch mun n tiu dng th phi n khch sn. Nn trong khi xy dng chin lc c bit l chin lc marketing cn ch ti cng tc qung co v chm sc khch hng sau khi tiu dng sn phm khch sn cho tht n tng. Cng cn kt hp qung co vi gii thiu cc im du lch hp dn, c o thu ht v thc y khch trong quyt nh ca mnh. - Sn phm khch sn ch yu l dch v. Do cnh tranh trong kinh doanh khch sn ch yu l cht lng dch v. Do khi xy dng phi rt ch trng n nhu cu cm nhn, thi ca khch hng v iu tra v khch bng nhiu phng php nh : bng cu hi, quan st, gi th, hi ngh nhm khch hng... ng thi cng phi ch n cng tc o to v o to li cn b cng nhn vin thch ng vi i hi ngy cng cao ca khch du lch. Trong khch sn hin nay, ngi ta thng t ra tiu chun vi nhn vin phc v l 4S : smile, speed, smart, sinceting. Nhn vin khch sn cn phi c s tinh t, c phn on quan st v kh nng giao tip pht hin nhu cu ca khch v hn th na phi bit gii thiu, hng dn , li cun khch n vi cc sn phm ca khch sn. - Sn phm khch sn khng th la kho hay lu bi c. Do khi xy dng chin lc cn c chnh sch gi mm do, linh hot vi phng chm : gi trong ngy, ngy trong tun, tun trong thng... c s u tin v khuyn khch hp l. Trong thi gian ngoi v du lch vng khch th c th gim gi phng nhng cht lng khng i. Cng nh khi chnh v ng khch gi c th tng cht t nhng cht lng khng i hoc cao hn.
Khng nh cc ngnh khc, sn phm khch sn d c bn c hay khng v d tnh trng ca khch sn nh th no th nu cn hot ng vn phi tr lng cho nhn vin, phi c nhng chi ph bo dng khch sn. Bi vy khi xy dng chin lc gi trong khch sn phi c nhng chnh sch c th, linh hot v gi a ra phi tng xng vi mc cht lng v tnh n yu t cnh tranh cng nh tnh khu hao khch sn trong thi gian ngn nht trc khi c s vt cht k thut, trang thit b trong khch sn xung cp trm trng. - Do tnh thi v v thi quen tiu dng ca khch du lch nn trong qu trnh kinh doanh khch sn phi c nhng k hoch v phng n i ph vi tnh trng ngoi thi v, vng khch, thu nhp gim st v gii quyt vn s dng lao ng trong thi gian nhn ri v c nhng hot ng kinh doanh b tr cn i thu chi. - Do sn phm c tnh mt cao nn trong qu trnh xy dng chin lc kinh doanh phi c nhng chnh sch v s u t i mi sn phm. Lun to ra sn phm hp dn c o to lng tin v s trung thnh ca khch vi sn phm . Trong cht lng l hng u khch sn t c mc tiu ra. - Nhn lc trong khch sn ch yu l n. Mt khc hot ng kinh doanh u din ra 24h/24h/ngy. Khi xy dng chin lc cn c chnh sch tuyn dng lao ng nam lm ca v c chnh sch tho ng vi lao ng n kch thch ngi lao ng. - tui trung bnh ca nhn lc trong khch sn thng l tng i thp, c bit l b phn l tn. Do sau khi ht thi gian lm vic b phn cn c chnh sch a h i o to ngh khc v phc v khch sn hoc gi h ti doanh nghip khc vi mc lng tng xng. - Xy dng chin lc kinh doanh khch sn phi to ra cho c bn sc vn ho ring, tnh c o ring ca khch sn. Khch sn phi c nhng mn n c o ca cc dn tc khc nhau, mang n ci mi l cho du khch. Ngnh kinh doanh khch sn c tnh tng hp cao, ph thuc vo nhiu ngnh trong nn kinh t quc dn. Do cng tc xy dng chin lc thng l trong thi gian ngn 2 - 3 nm. chin lc phi linh hot thch ng vi tng thi k
Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton v c s thay i ph hp vi iu kin doanh nghip khch sn, cng nh mi i trng kinh doanh. 1.2.2. Cng tc xy dng chin lc kinh doanh 1.2.2.1. Cc tng hoch nh chin lc Cng tc xy dng chin lc bao gm rt nhiu cng on phc tp, kh khn v cn thc hin vi s phi hp ca ton doanh nghip trong mt thi gian di t cc mc tiu ra. Tuy nhin chin lc phi xung quanh cc tng c bn sau :
Phi xc nh danh mc u t vi gii hn v ti chnh v cc ngun

nhn lc cng nh th mnh ca mnh, cn xem xt v quyt nh hng hot ng kinh doanh no cn u t, pht trin , hot ng no cn duy tr v loi b. C th hn khch sn doanh nghip cn phi xc nh c th trng mc tiu, cc sn phm v dch v thu hp, dch v cn tng cng u t... c k hoch huy ng s dng ngun vn v phn b t l o to thch hp
Phi nh gi c li nhun trong tng lai khch sn phi d on

c trin vng li nhun ca cc lnh vc d nh la chn dch v kinh doanh, mc tng trng th trng, s ph hp vi lnh vc kinh doanh ca khch sn.
Phi xc nh cc chin lc Trong khch sn phi d bo c tnh

hnh bin ng v lng khch v th phn khch, xu hng tiu dng v nhu cu ca khch, hnh nh v uy tn ca khch sn, c th t c mc tiu kinh doanh ra. Trn c s mc tiu ra v cc chin lc chung ti doanh nghip cng cn c chin lc tng b phn, xc nh chi tit v c th nh hng c mc ch cn phn u t c 1.2.2.2. Cc cn c xut chin lc Cc tng v cn c l mt b khung hay l nn tng t ngi ta bt tay vo xy dng chin lc v c nhng nh hng ng n, ng thi n cng m bo tch kh thi v thc hin c ca chin lc Th nht: xy dng chin lc phi xut pht t th trng v c th hn l vi khch hng.
Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton Khch sn phi tm hiu khch du lch vi nhng c im tm l, trnh , , thu nhp, tui, gii tnh, nhu cu, ng c... xc inh hnh vi tiu dng v c tnh ca khch hng.... khch du lch c th xut pht t nhng quc gia khc nhau, c nn vn ho khc nhau m kinh doanh khch sn cn nm bt v phc v tt. Cng cn phi nghin cu v nhng sn phm khch tiu dng, thi ca khch vi sn phm ca khch sn, ca i th. Phi tm hiu xem nhng g khch mong mun m c p ng, nhng g cha c p ng? tm ra nhng k h th trng ra nhng chin lc thch hp v ginh thng li. Nu khng nghin cu khch quan v hiu r nhng nhu cu ca h th hng ho sn xut ra s khng c tiu th v khch sn rt c th b ph sn. Nghin cu th trng cn nhm phn loi th trng mc tiu, th trng trng im. C nhng chin lc v chnh sch tng th phn ca th trng. Trong nn kinh t th trng th mi khch sn u phi xem khch du lch l nhn vt trung tm, trn c s nghin cu k v th trng, v khch mi bt tay vo hoch nh chin lc. Th hai, do trn th trng lun lun din ra cuc ua gia cc khch sn, c khch sn lm n tt, c khch sn li phi gii th, ph sn v c nhng khch sn mi nhy vo th trng . Bi vy trong cuc ua khc lit ny cc khch sn phi xy dng phng n chin lc ca mnh trn c s phn tch c hi, e do ca th trng v so snh vi ta nhm pht huy u th v ginh thng li. Bit ngi bit ta, trm trn trm thng cn khng hiu c i th ca ta c nhng g, kh nng v sc mnh ra sao, thi ca th trng v khch du lch vi h. Th ta s lun ri vo th th ng , s b phn cng bt ng v khng c c hi thot. Th ba chin lc kinh doanh phi c xy dng trn nn tng mt khch sn c th (phn tch im mnh, im yu) hay ni cch khc, tu thuc vo iu kin hon cnh m mi khch sn s la chn chin lc thch hp nht vi mnh m khng khch sn no c th i theo hay bt chc c ng i ca khch sn khc v c th khch sn ny th chin lc p dng mang li hiu qu nhng khch sn khc s tht bi.
Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton Tm li chin lc phi c xy dng trn s phn tch thc trng khch sn : ti chnh, nhn s, CSVCKT.. da trn kh nng v cc ngun lc, mc tiu ca doanh nghip. Khng nhng th n phi cn c vo c im, quy m, mc cnh tranh... trn th trng khch sn cng nh c im tiu dng, s lng khch, i tng khch, ... trong mt khong thi gian v khng gian xc nh. Nu khng chin lc c la chn s khng thc hin c v ko khch sn i chch hng pht trin. 1.2.2.3. Qu trnh xy dng chin lc Bc 1 : Phn tch, nh gi d bo v mi trng kinh doanh v ni b khch sn Bc 2: Xc nh cc mc tiu ca khch sn Bc 3: Xy dng chin lc kinh doanh v la chn chin lc kinh doanh Bc 4: Xc nh cc chin lc, bin php v hnh thnh cc chng trnh b tr. Chng ta s i vo phn tch tng bc mt.
Bc 1 : Phn tch nh gi, d bo v mi trng kinh doanh v ni b

khch sn. a. Mi trng v m S 1.2: Nghin cu mi trng xuyn sut nh hng n xy dng chin lc kinh doanh khch sn
1 6
Mi trng v
Mi trng vi m
2 7
Khch sn
Bao gm c c nhn t : kinh t, chnh tr , lut php, k thu t cng ngh, vn 10 ho, x hi , t nh in. .
Cc yu t trn l nhng yu t m doanh nghip khng th kim sot c. Nhng li c tc dng n qu trnh hot ng ca khch sn. Do khch sn cn nghin cu thch ng vi mi trng v tn dng nhng c hi. Cc nhn t kinh t: - Nhn t v kinh t c vai tr quan trng nht, quyt nh nht trong mi trng kinh doanh. N bao gm: Trng thi pht trin ca nn kinh t + Tng trng + Suy thoi + Tm thi n nh - Khi nn kinh t tng trng cao thu nhp ca ngi dn tng ln, kh nng thanh ton tng ln. Do nhu cu i du lch tng ln. Mt khc , khi nn kinh t suy thoi, thu nhp thp, kh nng thanh ton thp, dn n nhu cu i du lch quc t tr thnh th yu. T gi hi oi: trong iu kin hi nhp th t gi hi oi nh hng nhanh chng n mi trng kinh doanh khch sn. Khi ng bn t mt gi (t gi hi oi tng) thc y du lch v ngc li. Tc lm pht tht nghip, mc vic lm ca cc tng lp dn c Nghin cu v li sut : T cho chng ta nhng thng tin v t l li sut cho vay c nhng chin lc u t m rng khch sn Cc chnh sch v kinh t ni chung c bit l cc chnh sch v kinh t i ngoi. Cc nhn t v chnh tr, lut php - Chnh tr - lut php lm nn tng hnh thnh cc yu t khc ca mi trng kinh doanh - Chnh tr n nh, quan im chnh tr r rng v rng m cng nh mi trng php l n nh s thc y khch du lch bc vo cng nh thc y u t hp tc lin doanh xy dng khch sn Nhn t v t nhin :
T nhin ng vai tr quan trng, mt iu lun cn thit thu ht khch du lch, nhng bin ng v mi trng t nhin nh hng ti kinh doanh du lch. Trong du lch, nhn t t nhin cn gy nn nhng bin ng thi v c bit vi du lch, nh hng n doanh thu du lch, b qua ngun nhn lc trong thi gian ngoi v. Nhn t k thut : K thut l mt nhn t ngy cng quan trng, c ngha quyt nh n mi trng kinh doanh khch sn : - Tc ng trc tip v quyt nh n hai yu t to nn kh nng cnh tranh ca cc sn phm trn th trng : gi c, cht lng. - K thut cng ngh tc ng n qu trnh trang b v trang b li phc v cho hot ng kinh doanh khch sn Chuyn giao cng ngh tin tin + K thut cng ngh tc ng vo qu trnh thu thp v x l thng tin. + K thut cng tc tc ng vo qu trnh pht trin kinh doanh vi tc ln bn vng v bo v mi trng sinh thi. Cc nhn t v vn ho x hi : Nhn t vn ho x hi tc ng vo mi trng kinh doanh mt cch chm chp. Nhng khi pht trin th rt mnh m. N bao gm : - Cc phong tc tp qun , li sng, kt cu dn c, trnh dn tr, tn gio, tn ngng, c nh hng su sc n c cu nhu cu th trng. - Cc nhn t v vn ho x hi tc ng n qu trnh dung ho li ch gia cc i tc. b. Mi trng vi m Cc nhn t thuc mi trng vi m : khch du lch, s lng cc khch sn trong ngnh, s lng cc nh cung cp, sc p ca dch v (thay th), s pht trin ca dch v mi gii. Khch du lch l th trng ca khch sn phi nghin cu . Qui m, c cu khch, ng c i du lch, l nhng yu t cn phi tnh n hoch nh
Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton chin lc. Mi quan h khch hng, khch sn v cc i th cnh tranh chi phi n nhiu mt kinh doanh thm ch to ra yu cu thay i chin lc
S lng cc khch sn trong ngnh nh hng n kh nng p ng nhu cu s lng phng ca ngnh v dch v ca ngnh v mc cnh tranh gay
gt trong ni b ngnh. S lng v sc p ca nh cung cp : S lng khng ng o cc nh cung cp th hin s pht trin yu km ca th trng yu t u vo. Th trng cng pht trin s to kh nng ln hn cho s la chn cc yu t u vo ti u. Mt khc sc p ca cc nh cung cp cng c th to kh khn cho cc nh sn xut kinh doanh khi ngun cung ng tr nn khan him. Sc p cc sn phm thay th : s ra i ca sn phm thay th cng l mt xu th do nhu cu th trng lun thay i, bin ng v cc i th cnh tranh s li dng cc khe h chen chn vo. Sn phm thay th thng c sc cnh tranh mnh hn cc sn phm b thay th to ra thun li hoc sc p vi khch sn trn th trng. Bi vy khch sn lun phi to ra n tng vi khch, ci tin,nng cao cht lng thu ht khch. S pht trin ca dch v mi gii : n l chic cu ni gia sn xut vi th trng. Hot ng mi gii c coi l mt ngh v c to mi trng php l cho hot ng. Mi gii cng pht trin bao nhiu th cng lm cho th trng thng sut by nhiu. v lm cho mi trng kinh doanh thun li by nhiu. c. Mi trng ni b khch sn: Mi trng ni b khch sn bao gm cc yu t v h thng bn trong khch sn. Khch sn cn phi phn tch mt cch cn k cc yu t ni b nhm xc nh r u v nhc im ca mnh gim bt nhc im v pht huy cc u im nhm khai thc ti a cc li th. Phn tch marketing : y c th ni l b phn quan trng, nhy cm nht ca khch sn. N lin quan n doanh thu v li nhun ca khch sn. Cng vic ca b phn ny bao gm : chng loi sn phm, th phn, gi sn phm, nim tin ca khch sn vi sn phm cht lng, hiu qu qung co.
Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton Phn tch nhn lc : l vn quan trng v n lin quan n con ngi l ngun lc ca khch sn : Thc trng lao ng, s lng, trnh chuyn mn, tui.... T a cc chnh sch v o to v o to li cng nh chnh sch v tin lng, thng ph hp kch thch lao ng ca cng nhn trong khch sn Phn tch t chc : Vn t chc hin nay ang t ra rt gay gt i vi cc doanh nghip Nh nc khi chuyn sang nn kinh t th trng (t ch trong sn xut kinh doanh) do cn t hai yu cu sau: + T chc b my qun l m bo thc hin nhim v sn xut kinh doanh, bao qut cc chc nng qun l v ph hp vi qui m hot ng ca Khch sn, phi tinh gim nh nhng vn pht huy c hiu qu lm vic. + T chc cn phi to bu khng kh cng nh mi trng lm vic thn thin on kt gia cc thnh vin trong Khch sn hay ni cch khc xy dng nn vn ho trong Khch sn. Phn tch ti chnh: y l khu quan trng nht m cc nh qun l Khch sn cn nm chc: C cu vn, phn b vn, s dng vn, n, thu chi, li nhun... nh gi ng thc trng s gip cho cc nh qun l nhn ng thc trng ca Khch sn. T c th a ra cc chin lc kinh doanh ph hp vi tnh hnh ti chnh trong Khch sn. Phn tch c s vt cht khch sn: N c bit quan trng i vi Khch sn, bi v u t cho c s vt cht khch sn l rt ln do tnh khu hao cng rt ln v n l yu t quyt nh n hng Khch sn. Trong hot ng ngi ta phi tm cch thu hi lng, u t nhanh bng cch p ng nhu cu khch bng cng ngh phc v v trang thit b hin i. Hot ng ca cc b phn phnthnh b phn trc tip v gin tip. + B phn trc tip ng vai tr quyt nh trong vic to n tng ban u v s cm nhn tt ca khch. - B phn gin tip ng vai tr hu thun to iu kin cho cc dch v c hon ho, p ng v tho mn kahchs.
Bc 2: Xc nh mc tiu ca Khch sn.
Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton Mc tiu l s cam kt c th i vi vic thc hin mt kt qu c th o lng c trong khong thi gian nh. Mt t chc hay mt c nhn khng th bt tay vo hoch nh nu cha xc nh c mc tiu r rng. Xc nh mc tiu nhm nh hng v phi hp t chc hot ng ca Khch sn nhm to hiu qu cao. Xc nh mc tiu cn ch o cc giai on tip theo ca qu trnh qun l chin lc l cn c kim tra hiu chnh chin lc. Nu mi trng bin ng th i khi mc tiu khng cn ph hp, mt phng hng. Nn trong khi xc nh mc tiu cn thit phi xy dng mc tiu ph hp, thch ng vi mi trng. Ngoi nhng mc tiu ca ton Khch sn th mi b phn cn c nhng mc tiu c th trong tng giai on v phi ph hp vi mc tiu chung. H thng mc tiu ca Khch sn bao gm 2 b phn: + B phn xc nh quan im, nguyn tc kht vng ca Khch sn, nh ra c cu v phm vi kinh doanh: th trng mc tiu sn phm, phn v sn phm, xc nh v khai thc th mnh. + Cc tiu ch c th l lng ho cc mc tiu c th m doanh nghip phi t c, th hin qui m kch thc ca tiu ch theo c cu v thi gian: mc li nhun, mc tng trng doanh s, th phn, v tr cnh tranh. Trong qu trnh xy dng mc tiu phi linh hot c th iu chnh c ph hp vi iu kin mi trng. Bc 3: Xy dng chin lc v la chn chin lc: Sau khi tin hnh phn tch v nh gi thc trng doanh nghip trn mi phng din. Chng ta bt tay vod chin lc kinh doanh. Qu trnh nh gi v la chn, cc chin lc ny c xem xt trong nhng iu kin mi trng, im mnh, im yu ca Khch sn. - Nhng nguyn tc thm nh v nh gi chin lc kinh doanh. + Chin lc kinh doanh phi m bo mc tiu bao trm ca Khch sn. Trong kinh doanh thng c nhiu mc tiu. Ngay c mc tiu ln i khi cng khc nhiu. Cc chin lc d kin cth khc nhau v s lng v mc cc mc tiu, nhng khng th khc nhau mc tiu bao trm. V ay l ch cn t ti cho d ng i khng ging nhau. Chnh v vy mc tiu bao trm khng ch l
Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton tiu chun chung trong vic thm nh, nh gi m cn l tiu chun trong vic chon v quyt nh. + Chin lc kinh doanh phi c tnh kh thi. Nguyn tc ny nhm m bo cho cc chin lc c la chn trnh c sai lm do vin vng, khng st thc t, vt khi tm tay ca Khch sn. + Chin lc kinh doanh phi m bo mi quan h bin chng gia Khch sn v th trng v mt li ch. Mi quan h gia Khch sn v th trng l mi quan h gia ngi sn xut v ngi tiu dng gia ngi mua v ngi bn theo php lut. Ngi mua lun mun c mua r, ngi bn li c tham vng bn vi gi cao. gii quyt mu thun ny, chin lc kinh doanh phi tn trng v p ng li ch ca c hai pha th trng v Khch sn. Khch sn khng th hoch nh chin lc kinh doanh theo mc tiu ring ca mnh m khng trn c s tho mn yu cu ca th trng, cng khng th tho mn nhu cu th trng bng mi gi k c s hy sinh li ch ca Khch sn. - Cc cn c la chn chin lc: + Sc mnh ca ngnh v ca Khch sn so vi cc i th cnh tranh c th tc ng mnh n qu trnh la chn chin lc. + Nhim v v mc tiu. H thng mc tiu m ban gim c v hi ng qun tr a ra c nhiu nh hng trc tip ti vic la chn chin lc. Phi chn chin lc ph hp vi h thng mc tiu, nhim v ch khng phi ch c mc tiu li nhun hoc tng trng. + Quan im ca gim c iu hnh c nh hng trc tip n vic la chn chin lc. + Kh nng ti chnh ca doanh nghip cng c nh hng v nhiu khi cn gy sc p n vic la chn chin lc. + Nng lc v trnh ca i ng cn b qun tr kinh doanh ca khch sn cng chi phi n vic la chn chin lc + S phn ng ca cc i tng hu quan + Yu t thi im
Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton + Kt qu nh gi chin lc c thchin ti khch sn + Kt qu phn tch danh mc o to ca khch sn - Yu cu khi la chn chin lc + Chin lc la chn phi m bo ph hp vi iu kin mi trng + Chin lc la chn phi ph hp vi chnh sch i ngoi, quan im v phng php qun l ca Ban gim c. + Chin lc la chn phi ph hp vi kh nng ti chnh, vt cht v nhn s ca khch sn + Chin lc la chn m bo mc ri ro cho php. + Chin lc la chn phi ph hp vi chu k sng v tim nng th trng ca khch sn + Chin lc la chn phi ph hp vi kh nng v trnh qun l ca khch sn Bc 4 : Xc nh h thng cc chnh sch b tr. Cc chnh sch l nhng ch dn cho vic ra cc quyt nh trong nhng lnh vc hot ng thng lp li nhiu hoc din ra c tnh chu k trong qu trnh thc hin chin lc. Bao gm : - Cc chnh sch v marketing + Chnh sch phi hp + Chnh sch v qung co + Chnh sch i vi khch sn + Chnh sch v gi + Chnh sch phn on th trng - Chnh sch nhn s : Trong qun tr chin lc th chnh sch nhn s thng cp n vic gn thnh tch v lng thng vi vic thc hin chin lc : ch i ng thng nht; gii quyt cc mu thun trong ni b v to ra mi trng vn ho h tr cho vic thc hin chin lc - Cc chnh sch v ti chnh c tc ng rt ln n hiu qu v tin trnh thc hin chin lc + thc hin chin lc i hi c vn
Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton + To ra vn thc hin chin lc - Chnh sch v cng ngh : cc chnh sch v cng ngh c tnh cht kch thch nhng n lc trong thc hin chin lc ci to v i mi sn phm. - Chnh sch u t cho h thng thn tin qun tr : Ngy nay thong tin ang tr thnh yu t quan trng nht phn bit s thnh cng hay tht bi ca khch sn 1.3. Ma trn SWOT vi vic xy dng chin lc kinh doanh khch sn 1.3.1. Gii thiu Ma trn SWOT Qu trnh phn tch u khuyt im bn trong v nhng mi e do cng nh iu kin thun li bn ngoi, c coi l phn tch swot (stroghths weakness, opportunities and threats) - Strenghts (u im) : Ngun vn hay cc thun li khc nh hng n i th cnh tranh v nhng nhu cu ca th trng m khch sn p ng hay d nh p ng. - Weakness (Khuyt im) : Nhng gii hn hay nhng im yu v ti nguyn, k nng v cc lc cn gy tr ngi nghim trng cho cng vic. - Oppotunities (Cc c hi) : C hi thun li khch quan chnh yu trong hot ng ca khch sn - Threats (Cc mi e do) : Tnh trng khng thun li chnh yu trong mi trng hot ng ca khch sn 1.3.2. SWOT vi vic xy dng chin lc kinh doanh khch sn Ma trn Swot l mt cng c gip cc nh hoch nh chin lc pht trin cc nhm chin lc da trn s kt hp sau : - Cc chin lc im mnh - C hi SO - Cc chin lc im yu - C hi WO - Cc chin lc im yu - Nguy c WT - Cc chin lc im mnh - Nguy c ST Yu t ni b khch sn Yu t mi trng kinh doanh Cc c hi Cc im mnh SO Cc im yu WO
Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton Cc e do S 1.3 : Mi quan h trong Swot Phng php Swot thng d thc hin v n gin nn c nhiu doanh nghip ng dng. Qua doanh nghip s thy c bc tranh ton cnh ca mi trng kinh doanh v v tr ca doanh nghip trn th trng, hiu r v mnh v cc i th phng th v cng sn sng tn cng khi c c hi v sc mnh. ST WT
Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton Chng 2: Thc trng hot ng v mi trng kinh doanh nh hng ti vic xy dng chin lc kinh doanh ti khch sn Sheraton Si Gn 2.1. Thc trng mi trng ni b khch sn Sheraton Si Gn Trong chng 1 trnh by vic xy dng chin lc kinh doanh da vo vic phn tch ma trn SWOT (phn tch im mnh, im yu, c hi v nguy c). Trong phn ny s tp trung phn tch thc trng kinh doanh ca Khch sn, v tr s vt cht, k thut,... T tm ra im mnh, im yu gip cho cng tc xy dng chin lc c thun li v a ra mt chin lc kh thi 2.1.1. Gii thiu v khch sn Sheraton Si Gn: Tp on Starwood chuyn cung cp cc khch sn v khu ngh mt ln nht trn th gii nhm p ng nhu cu ca cc doanh nhn du lch t Argentina n Zimbabwe trong phi k n cc khch sn Sheraton. Sheraton c hn 400 khch sn v khu ngh mt trn 70 nc. Sheraton cung cp dch v cao cp trn gi ti cc khch sn ln v cc im ngh mt bn b bin. Sheraton l s la chn l tng ca cc Doanh Nhn khi phi gii quyt vn rt nan gii-chun b cho chuyn i du lch: l lm sao tm c mt a im ngh l tng vi nhng trang thit b mi nht, hin i nht cho cng vic kinh doanh, thun tin cho vic tip cn vi cng vic nhng vn c tn hng nhng giy pht thoi mi bn gia nh, bn b. Khch sn Sheraton Saigon & Towers nm ti trung tm thng mi v gii tr sm ut trn ng ng Khi ni ting. Khch sn gm cc phng Deluxe v Suite sang trng , phng Executive Resident , nhn ra thnh ph H Ch Minh v sng Si Gn. c bao quanh bi v s cc nh hng v cc im mua sm, khch sn thc s l mt im dng chn l tng, ti y du khch c th i n nhng im du lch hp dn ca Vit Nam.
Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton Khch sn c y cc tin nghi kinh doanh v gii tr bao gm trung tm kinh doanh, cc tin nghi phc v cho mitting, b bi ngoi tri, sn tennis, sn chi squash, trung tm th hnh, nh hng, cu lc b m ni ting v shopping. Vi cc phng sang trng, phc v t tiu chun quc t v tt c cc tin nghi cn thit cho mt doanh nhn, Sheraton Saigon Hotel c Business Asia magazine bnh chn l khch sn tt nht Vit nam 2004 v 2005 .
Khch sn nm ti trung tm thng mi, mua sm ca thnh ph, trn ng ng Khi, gn Opera House, cung in Thng Nht, nh th Notre Dame, v cc ta nh thng mi ln. Ngoi ra, ch mt 20 pht li xe l ti sn bay Tn Sn Nht
Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton 2.1.2. Cc iu kin kinh doanh ca khch sn Sherton Si Gn 2.1.2.1. iu kin v t chc a. S c cu t chc khch sn Sheraton Si Gn
Assistant General Manager Mr.Martin Wuethrick Human Resource Manager Ms. L Th Thanh Tm (1) Chef Finance Ms.Ng Sing Beng (2) Chef Engineering Mr. Andrew Rocke (3) Director Of Room Mr.Andy Belmente (4) Director Of Sales & Marketing Ms.Nicole Cremer (5) Director Of Security Mr.Nguyn Th M (6) Executive Chef Mr.Ian Lovie (7)
Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton Assistant General Manager Mr.Martin Wuethrick Human Resource Manager Ms. L Th Thanh Tm (1) Chef Finance Ms.Ng Sing Beng (2) Chef Engineering Mr. Andrew Rocke (3) Director Of Room Mr.Andy Belmente (4) Director Of Sales & Marketing Ms.Nicole Cremer (5) Director Of Security Mr.Nguyn Th M (6) Executive Chef Mr.Ian Lovie (7) Human Resource Manager Ms. L Th Thanh Tm (1)
Training Manager Ms. V Li oan Trang
Human Resource Executive Ms. V Th Kim Loan
Doctor Ms. Bch Hng
Human Resource Officer
Chef Finance Ms.Ng Sing Beng (2)
Chef Acc Mr. Nguyn Hu Ph
Executive Secretary Ms. V Thanh Vn
Credit Mandger Ms. Ha M Vn
Income Audit
Acc Payable
General Cashier
Account Staff
Human Resource Manager Ms. L Th Thanh Tm (1)
Training Manager Ms. V Li oan Trang
Human Resource Executive Ms. V Th Kim Loan
Doctor Ms. Bch Hng
Chef Finance Ms.Ng Sing Beng (2)
Chef Acc Mr. Nguyn Hu Ph
Executive Secretary Ms. V Thanh Vn
Credit Mandger Ms. Ha M Vn
Income Audit
Acc Payable
General Cashier
Account Staff
Chef Engineering Mr. Andrew Rocke (3)
Assistant Chef Engineering Mr. Lng Cao Tun
Purchasing Mr.Qui
Shift Leader ( 5 People)
Engineering Secretary Ms.X M Dung
Store
Store
Engineering Staff
Engineering Staff
Director Of Room Mr.Andy Belmente (4)
Front Office Manager Mr. Nguyn Vnh Huy
Executive Housekeeping Mr.Trn Minh Chnh
Duty Manager
Duty Manager
Night Duty Manager
Assistant Executive Laudry Uniform
Assistant Executive Housekeeper
Assistant Executive Grandtower
Supervisor Concierge
Supervisor Front Office
G u e s t R e l a t i o n C o o r d i n a t o r
Director Of Sales & Marketing Ms.Nicole Cremer (5)
Director Of Sale Catering Catering Executive Sales
Director Revenue Marketing
Maket Analyst
Sales Executive Whole Assistant Director Of Sales Whole
Sales Manager
Executive
Sales Coodinator
Sales Manager
Director Of Security Mr. Nguyn Th M (6)
Assistant Manager Of Security
Supervisor On Duty (Outlet)
Supervisor Car Park & Long Hai Security
Supervisor Fire Control Center
Supervisor On Duty (Entrance)
Executive Chef (7)
Manager Si Gn Cafe Manager Signature Restaurant Manager Night Spot & Wine Bar F&B Operation Manager Mr.L Thnh Ph Manager Lobby Louge Assistant Manager Mojo Cafe Assistant Manager Libai Restaurant Assistant Manager Room Dining Sous Chef Buffet Restaurant Souschef Cold Kitchen Souschef Banquet Kitchen Souschef Party Kitchen
Executive Sous Chef Mr. Gunnar Muler
b. C cu t chc, nhim v ca cc phng ban Ban iu hnh: L mt tp on ln c uy tn trn th gii, Ban gim c a phn l ngi nc ngoi, nhng ngi chu trch nhim qun l chi nhnh ca tp on ti VN.C mt s ngi Singapor l nhng member trng coi hnh chnh ca khch sn. * B phn l tn: - Nhim v ca b phn l tn: + Tham gia vo hot ng kinh doanh bung ng, bo gi, n tip khch, gi . + Gii quyt khiu li, phn nn ca khch + Kinh doanh cc dch v Marketing ca khch + Qun l s vt cht k thut v khu tin snh. - T chc nhn s: + 02 trng b phn: c trch nhim iu hnh ton b cng vic ca b phn l tn: t chc lao ng, giao dch cc vn bn. + 03 ph b phn: Tr gip trng b phn + 22 nhn vin: 12 door man, 10 nhn vin L tn Trong b phn ny 17 ngi c trnh i hc v 10 ngi c trnh trung cp v cao ng, tui trung bnh l 23 tui. Nh vy nhn lc b phn ny kh tt, p ng c yu cu khi xy dng chin lc kinh doanh. B phn bung: - Nhim v: + Dn dp v sinh trong v ngoi Khch sn + Thng bo cho l tn v Sales Marketing v tnh trng phng hng ngy. + Kim tra bo qun cc trang thit b trong Khch sn. + p ng cc dch v b xung: git l, masarge + Thng bo cho thu ngn v tiu dng ca khch. - T chc nhn s + 01 manager : Tng s lao ng l 30 ngi : iu hnh chung
+ 02 trng b phn : Tr gip manager iu hnh nhn vin trong b phn + 03 ph b phn : Qun l cc cng vic ca cp di, v truyn t cc thng tin cua cp trn giao xung. + Cn li 23 nhn vin thc hin cc cng vic nh git l ng phc ca nhn vin, ca khch c nhu cu git i, trao n nhn khn ca cc b phn nh khn Trong tng s 30 cn b cng nhn vin c 20 lao ng n 10 lao ng nam, tui trung bnh 30, trnh ch yu tt nghip trung cp du lch. Nh vy, i b phn ny tui trung bnh cao. Do kh gay c nhng n tng tt vi du khch. Do khi xy dng chin lc cn b sung nhn vin tr c trnh v nng lc, chuyn mt s nhn vin nhiu tui sang lm b phn khc hoc cho ngh hu. B phn Sales - Marketing - Nhim v + Xy dng k hoch Marketing hng nm, hng qu, hng thng, tham mu ban gim c xy dng chin lc kinh doanh. + m bo duy tr cht lng vi khch. + Thng bo vi cc b phn khc v d nh khch n, quy nh khch i. + Lm xut chit khu hao hoa hng. - T chc lao ng. + 01 gim c : Ms Nicole, qun l iu hnh mi hot ng ca b ph sale, + 01 gim c iu hnh ngi Nht: Mr Mahito ph trch vic bn cho cc khch hng l Nht Bn(v ngun khch ch yu ca khch sn l ngi Nht): + 15 nhn vin: Ph trch tng mng cng vic do trng b phn giao. Trong b phn ny c 8 nhn vin nam, cn li l lao ng n u tt nghip i hc v chuyn ngnh du lch v Khch sn, a s h l nhng ngi c o to nc ngoi, ting anh v cng thnh tho,h l nhng nhn lc khng km phn quan trng em li li nhun ca khch sn. Do thc hin tt chin lc trong mt vi nm ti cn b sung hn na v kin thc cng nh kinh nghim cho B phn k ton ti v:
- Nhim v: + Tham mu cho gim c v cng tc ti chnh ca Khch sn. + Theo di hng ho mua bn trong Khch sn. + Theo di thu chi trong Khch sn + Cung cp s liu phc v phn tch kinh doanh. - T chc nhn s: + 03 k ton trng + 04 k ton tng hp + 02 k ton lng + 02 th qu. + 04 nhn vin phng k ton. Trong s 15 nhn vin c 12 ngi tt nghip i hc chuyn ngnh k ton cn li 2 ngi u c nghip v k ton doanh nghip Khch sn. Nh vy ti b phn ny nhn s t c yu cu ra khi xy dng chin lc. B phn hnh chnh nhn s: - Nhim v: + Tham mu cho gim c v cng tc t chc + Lm cc th tc hnh chnh phc v cho cng tc kinh doanh giao dch. + Lm cc ch tin lng, thng, bo him x hi... + Tham mu cho lnh o trong cng tc mua sm trang thit b. - T chc lao ng: 8 ngi B phn bo v: + Tun tra bo v an ninh trong Khch sn 24h/24h. + Kim tra trnh tnh trng tht thot trang thit b trong Khch sn. + Tham mu cho gim c v t v, phng chy cha chy S lao ng trong b phn ny l 25 ngi, 1 qun l , 1 tr l , 1 nhn vin trc cng xe ra vo, bn nhn vin trng coi nh xe, 2 nhn vin trc cng ra vo khch sn, 2 nhn vin ng trong snh khch sn, 2 ngi trc cng nhn vin ra vo khch sn(tng cng c 11 nhn vin bo v lm trong mt ca ). y l b phn c lc lng ng o ca khch sn, m bo c an ninh ca khch sn
B phn k thut: - Nhim v + Bo hnh sa cha cc trang thit b trong Khch sn. + Gii quyt kp thi cc s c trong Khch sn + Tham mu cho gim c v i mi trang thit b trong Khch sn Nhn vin trong b phn ny l 20 ngi. Nh vy p ng c i hi t ra v k t ngy Khch sn hot ng cha xy ra s c ng tic no vi khch. B phn n ung: - Nhim v: + Tho mn nhu cu ca Khch sn v n ung. + L b phn to ra doanh thu cho Khch sn. + Nghin cu nhu cu n ung ca khch. + Khuych trng cc dch v n ung. + m bo cht lng thc phm. L mt b phn c s lao ng ln nht khch sn, tng nhn vin ca b phn ny l trn 200 nhn vin k c nhn vin chnh thc v CLv c chia v sp xp hp l cho cc b phn n ung nh Mojo, Lobby Lounge, Night club, nh hng tic ci hi ngh.v y cng l b phn c o to k lng nht v v sinh an toan thc phm m bo cht lng v thc phm trnh nhng s c ng tic cho khch hng Bng 2.1. Tng kt thc trng nhn lc ti Khch sn Sheraton Si Gn ST B phn S Nam N Tui Trnh chuyn mn nghip v
ln g lao n g
trung bnh
i hc v trn ih cv K.S ih c ngo i ng
i hc chuy n ngn h khc 03 04 01 03 05 2 10 06 07 01 02
Trun g cp du lch K.S
Cn g nhn k thut
1 2 3 4 5 6 7 8 9 10
Ban gim c L tn &hnh l Bung Salel-Marketing K ton - ti v s n ung Bo v K thut Ton Khch sn
08 27 40 17 15
05 20 15 11 07 04 45 22 20 149
03 07 25 06 08 04
35 23 30 25 35 25
08 15 5 02 10 8 45 10 04 11 33 29 02 23 01 01 01 01 17 03 10 44 14
Hnh chnh - nhn 08 220 25 20 380
175 20 03 0 38 25
231 26
Vi m hnh t chc v qun l nh hin nay Khch sn m bo c mi quan h hp l gia cc b phn. Bng vic quy nh trch nhim, quyn hn c th ca tng b phn gp phn to ra s gn kt gia cc b phn trong qu trnh phc v Khch sn, hn ch sai st trong sn phm Khch sn. Tuy nhin c cu t chc ca Khch sn tn ti mt s nhc im sau: + Nhn lc Bung cha hp l, cha p ng c s i hi cao ca th trng. + T l nam n b phn n ung, bung chnh lch ln, thm vo tui trung bnh ca nhn vin bung l tng i cao. Do nh hng vic thu ht khch,s n tng ca khch. 2.1.2.2. iu kin v c s vt cht k thut
C s vt cht k thut ca Khch sn bao gm ton b cc phng tin vt cht v t liu lao ng tham gia vo sn xut, bn v tiu dng cc dch v v hng ho nhm p ng cc nhu cu v lu tr, n ung v cc nhu cu b sung khc ca Khch sn du lch. C s vt cht k thut s quyt nh n th hng Khch sn n cng tc t chc v qun l, s dng nhn lc ti Khch sn. l nhng iu kin khi xy dng chin lc kinh doanh. Nhn mt cch tng th c s vt cht k thut ca Khch sn Sheraton bao gm: + Khch sn cao 23 tng, c hai ta nh, mt ta nh gi l Sheraton hotel gm 392 phng, c mt phng dnh ring cho nguyn th quc gia. Mt ta nh gi l Grand Tower gm 112 phng.C 5 nh hng chuyn phc v n ung nh :Lobby lounge, Mojo, SGCF, LiBai + C s vt cht k thut phc v b phn bung + C s vt cht ti b phn L Tn. + C s vt cht phc v kinh doanh n ung. + C s vt cht cho khu qun l. Sau y chng ta s xem xt tng ni dung. a. C s vt cht ca b phn Bung Kinh doanh lu tr l hot ng c trng v c bn trong Khch sn. N thng chim t trng vn ln v mang li doanh thu ln cho Khch sn. Hot ng kinh doanh Khch sn cng chu rt nhiu tc ng ca b phn ny.
Bng 2.2: C cu cc loi phng ca Khch sn Sheraton Type of Room Premier Deluxe Premier Studio Executive Deluxe Executive Studio Executive Studio Suite Ch thch: Tt c u tnh theo USD bao gm thu GTGT v ph dch v Khng tnh thm tin i vi tr em di 12 khi chung vi b m S cng thm 46$ khi thm 1 ging. Premier Deluxe : 188 phng rng vi tm nhn ra sng v thnh ph 37 mt vung Premier Studio : 46 phng c bp, tm nhn ra sng Executive Level : bao gm cc ni tht hin i, s dng cc dch v lounge, n tr chiu, cc ung min ph Trong mi phng u c y trang thit b ng vi tin chun mt Khch sn 5 sao nh: iu ha nhit : o chong tm, bo hng ngy, bn, my sy tc, truy cp internet (khng dy), bn i, kt st trong phng, tivi, mn hnh tivi lcd/tinh th lng, vi hoa sen v bn tm ring bit, bp nh, ban cng/sn thng, truyn hnh v tinh/cp, u a DVD/CD, my pha c ph/tr, nc ng chai min ph, phng khng ht thuc. Khch sn Sheraton t ho l khch sn c trang thit b hin i nht, thit b cho ngi tn tt, a n khch sn/sn bay, tour, trng tr, trung tm thng mi, ngi gi ca, dch v phng 24 gi, ca hng tng cao cp, qun bar/tim ru, dch v git l/git kh, thit b cho cuc hp, nh hng, kt an ton. Validate To Apr 25 2009 Apr 25 2009 Apr 25 2009 Apr 25 2009 Apr 25 2009 Single 230 245 285 320 350 Double 230 245 285 320 350 Breakfast Included Included Included Included Included
Cc hot ng gii tr lit k di y c ti hoc gn khu ngh; c th tnh ph: mt xa, thit b tp th dc, spa, b bi ngoi tri
Nh vy c s vt cht k thut ca b phn bung c trang b l tt. Nhng Khch sn ng vng v pht trin cn u t ci to v xy mi mt s phng p ng i hi ngy cng cao ca du khch.
b. C s vt cht ca b phn L tn C s vt cht k thut ca b phn L tn, bao gm ton b cc trang thit b, tin nghi lin quan trc tip hoc c s dng vo vic phc v khch li nghip v ca b phn L tn. N bao gm: - Mt quy L tn c din tch l 340 mt vung + Mt t cha kho cc phng + Mt kt st loi ln dng cho vic gi ca khch + Su my vi tnh ni mng dng kim tra theo di tnh hnh khch ca Khch sn. + Su my Fax, hai my in Lade c ln + Su my in thoi. + My thanh ton cc th du lch: Amexican express, Dipner, Club + Mt hp ng bao chure ca Khch sn v cc hng du lch. + Hai gi bo tp ch trong nc v th gii c ln - Xung quanh l cc my iu ho c ln - Cc b gh sofa dng cho khch ngi c b tr quanh i snh - Hai mn hnh tivi loi ln c th bt c cc knh truyn hnh quc t TV5, CNN, Reutourv nhiu loi truyn hnh khc. - Trung tm business centre cung cp cc dch v in thoi trong nc, quc t, Fax, internet... - ng h treo tng mt s nc trn th gii. - Hai phng gi hnh l cho khch lm bn cnh snh ra v v pha tay tri. B phn bp ca khch sn Sheraton c mt din tch kh rng, khch sn xy dng ba bp phc v cho cc nh hng nh SGCF, Mojo, v mt bp bnh chuyn cung cp bnh cho khch sn, v k bn l bp dnh nu cc loi tic hi ngh ln Bp cng c trang thit b rt tin nghi v hin i: + My cn bt, my lm nng t + Bp gar cng nghip
+ Bn ch bin thc phm sng + Bn ch bin thc phm chn + Bn trang tr thc n + T ng gia v... + L nng bnh Xt mt cch tng th c s vt cht k thut b phn ny hon ton p ng c s pht trin ca Khch sn. c. C s vt cht k thut nh hng: Nh hng u tin gi l Mojo ca Khch sn c b tr ngay tng trt bn phi quy l tn. Ca chnh nh hng nhn ra ng ng Du. Nh vy khch ngi n trong nh hng c th thy c cc hot ng din ra bn ngoi Khch sn. ng thi vi v tr nh hng c th thu ht c khch vng lai. y cng l nh hng n nhanh ca khch sn, gi c phi chng so vi cc khch sn 5 sao khcl nh hng mang li nhiu li nhun cho khch sn. Nh hng th hai ca khch sn l SGCF c sc cha ti a l 150 ch c b tr rt linh hot bi nhng bn n. C th ngi 4 hoc 6,l nh hng phc v cc mn n buffet, v cc mn a la cart menu. Trong thit b ca nh hng bao gm: + Ba my iu ho c ln + Mt t lm mt, mt t lm sch + Cc lai thc n c trnh by p mt v hp dn trn nhng chic bn xinh xn + Mt t dao, tha, da + Mt my vi tnh ni mng ni b v 1 bn thanh ton + Mt kho cha giy n, khn tri bn, l hoa + H thng cy cnh, h thng m thanh, nh sng, tranh sn mi. d. C s vt cht k thut b phn bar Khch sn c 3 quy bar + Mt quy lobby bar t ti snh, l b phn lobby lounge chuyn phc v nc cho khch a s l cc doanh nhn
+ Mt quy bar t ti Mojo mt kiu nh hng n nhanh dnh cho nhng ngi khng c nhiu thi gian,c y trang thit b ca mt quy bar,t my pha nc, xay sinh t, p tri cy,my ht chn khng e. C s vt cht k thut khu qun l Phng gim c, ph gim c, phng k ton, phng hnh chnh nhn s vi y trang thit b, my tnh phc v cho cng tc hnh chnh. ngoi ra cn k n c s vt cht k thut ca mt s b phn khc trong Khch sn nh: phng truyn hnh cp, h thng my bm nc, my pht in. nh gi chung: Nhn tng qut ta thy c s vt cht k thut cc b phn trong Khch sn c trang b kh ng b hin i,mang tm vc khch sn 5 sao. 2.1.2.3. iu kin v kinh t: Nh trnh by trn i tng chnh m Sheraton hng ti l doanh nhn , l nhng i tng c kh nng chi tr cho nhng dch v cao cp ln nn nhng yu t lm pht, tng trng kinh t hu nh khng tc ng nhiu n doanh thu hay chin lc pht trin ca khch sn. L d nhin nhng bin ng v kinh t lun c tc ng t nhiu n tng th cc ngnh kinh t trong phi c kinh doanh khch sn. Khi mt nn kinh t suy thoi th mi hot ng trong n s lun chu nh hng. May mn l Vit Nam tnh trng kinh t cng kh n nh , l iu kin thun li cho Sheraton Vit Nam pht trin tng doanh thu li nhun. Quay ngc thi gian tr li vi nm 1996 vo thi im ang din ra khng hong kinh t Chu , vi bi cnh ny s lng phng cht lng cao thiu trm trng nh hng n tn thi im sau ny bi vy khi xy dng c Sheraton Vit Nam vic lm n kh thun li do cung lc ny vn cha p ng cu. 2.1.3. Mt s kt qu kinh doanh khch sn Sheraton Si Gn trong thi gian qua: Mc d nh hng ca cuc khng khong kinh t chu 7-1997 cng vi s cnh tranh gay gt ca th trng Khch sn HCM, Khch sn Sheraton Si Gn vn
ng vng v pht trin, ngy cng c v th cao trong cc Khch sn HCM. iu khng nh trong tng lai Khch sn vn pht trin v i ln vng chc. Bng 2.3. Kt qu kinh doanh 3 nm 2006, 2007, 2008 ca Khch sn Sheraton Si Gn n v: 1000 ST T I II 1 2 3 III 1 2 3 IV V CSSDPTB DT DTLT DTAU DTDVBS Chi ph KDLT KDAU KDDVBS Np NS Li rng 52,97% 1122580 8 7932024 2624100 669684 7201604 5103402 1613212 484990 2324142 1700092 60,4% 891270 3 621211 3 215163 0 548960 588990 8 400193 2 157255 2 315424 181028 0 121251 5 71,3% 65,03% 77,9% 97,5% 78,4% 82% 81,8% 82% 78,3% 114,04% 79,4% 63,2% 948278 3 683243 3 193257 6 717774 632972 7 431349 8 160061 3 415616 190675 3 124630 3 102,78% 131,76% 105,32% 101,78% 107,78% 130,75% 107,46% 89,81% 109,98% 104,61% 106,39% Tn ch tiu 2006 2007 2007/2008 2008 2008/2007
Qua bng trn chng ta thy nm 2006 hu ht cc ch tiu u khng tng so vi nm 2007, duy nht ch c CSSD phng thit b tng 114,04% cn li khng tng m cn gim so vi nm 2007. Nhng bc vo nm 2008 hu ht cc ch tiu
doanh thu n ung ch t 89,81% so vi nm 2007. Nh vy hot ng kinh doanh ca Khch sn qua cc nm c s khi sc mc d nhiu Khch sn HCM ang b xung dc do nn kinh t b khng hong. Chng ta c th tin chc rng trong thi gian ti hot ng kinh doanh ca Khch sn Si Gn cn tt hn khi ta p dng chin lc tng trng. T khi khai trng n nay (2003 n nay) theo thng k ca Khch sn th c ti 90% Bng 2.4 : C cu khch sn Sheraton qua 2 nm 2007-2008 Nm Ch tiu Quc tch Nht Bn Trung Quc Nga an Mch Thu S Php M Singapore Vit Nam Nc khc Tng cng khch sn : Nm 2007 chim t trng 48,5% Nm 2008 chim t trng 49,43% Nh vy khch sn cn ra cc chnh sch khuyn khch thu ht khch i vi khch sn. Xy dng mt m hnh khch sn mang nhiu c trng vn ho Nht. 2007 S khch (ngi) 1568 155 309 221 154 80 97 291 610 419 3904 S khch (ngy) 4705 466 928 487 308 120 243 582 1234 629 9702 48,5 4,8 9,57 5,02 3,17 1,24 2,5 6 12,72 6,48 100 % 2008 T trng S khch (ngi) 1800 180 350 250 200 140 103 350 692 550 4615 S khch (ngy) 5760 558 1120 600 432 210 299 805 1176 962 11652 49,43 4,79 5,61 5,15 3,71 1,8 2,57 6,91 10,09 5,94 100 T trng %
Quan bng trn chng ta thy khch Nht l th trng mc tiu chnh ca
iu s gi c th trng khch Nht. Bi v kh nng thanh ton ca th trng ny rt cao. 2.2. Thc trng mi trng kinh doanh khch sn Sheraton Si gn 2.2.3 Mi trng v m 2.2.3.1 Mi trng kinh t Kinh t l yu t quan trng v quyt nh n cng tc xy dng chin lc kinh doanh Khch sn. Bi v kinh t quyt nh n kh nng thanh ton ca du khch. Nh vy trong chin lc kinh doanh Khch sn ca mnh, cc nh qun l phi xem xt, phn tch, nh gi thc trng nn kinh t trong nc v th gii v trin vng ca n. S nh gi ny s gip cho cng tc xy dng gi phng trong Khch sn ph hp vi kh nng thanh ton ca Khch sn du lch. Theo d bo v trin vng kinh t Vit Nam nm 2009 va c Qu Tin t Quc t (IMF) a ra, thm ht cn cn vng lai gim xung 8% GDP nhng thm ht ngn sch tng ln 8,25% GDP. Tuy nhin, theo IMF, trin vng v trung hn l kh quan, Vit Nam vn s l im n hp dn i vi u t nc ngoi. Cng vi d bo ny ca IMF, nhiu d bo v tc tng trng GDP ca Vit Nam nm 2009 cng c nhiu t chc quc t a ra trc , nh Standard Chattered (4,2%), HSBC (5%)... v gy sc nht cho n lc ny l d bo ca Economist Intelligence Unit - c quan thng tin kinh t ca tp on bo ch The Economist (0,3%). Sau mt giai on tng trng kinh t mnh m, Vit Nam ang i mt vi nhng thch thc to ln. Tng trng kinh t trong nm 2008 khim tn mc 6,23%. Tng trng tn dng nhanh cng c hm nng bi cc dng vn nc ngoi ln v gi tiu dng tng cao, dn n tnh trng lm pht cao v thm ht thng mi ln trong na u nm 2008. Theo IMF, trong khi p lc lm pht ang gim xung nh gi lng thc v gi xng du gim, tng trng kinh t d bo s gim xung mc 4,75% trong nm 2009 do s suy yu nhu cu trong nc v nc ngoi. Thm ht cn cn vng lai d kin s gim xung mc 8% GDP, ch yu do nhp khu st gim. Tng trng kinh t trong nm 2009 c d kin s gim cng vi s suy yu ca cc dng vn u t v xut khu trong khi thm ht cn cn vng lai vn
cn rng. Tng trng chm hn cng c th khin h thng ngn hng cng d b tn thng. 2.2.3.2 c trng v chnh tr lut php Vi quan im Vit Nam mun lm bn vi tt c cc nc trn th gii khng phn bit ch x hi, mu da, tn gio.... hp tc i bn cng c li, khng can thip vo cng vic n b ca nhau, gii quyt cc tranh chp bng con ng ho bnh. Chnh sch quan im nht qun d thc y hot ng u t vo Khch sn cng nh thc y khch du lch quc t n Vit Nam. c bit trong nm 1999 chnh p c chng trnh hnh ng quc gia v du lch, s ra i ca php lnh du lch. l nhng nn tng c s php l gip cho s pht trin ca ngnh du lch - Khch sn i hi ng VIII xc nh Pht trin nhanh du lch, dch v - tng b a nc ta tr thnh mt trung tm du lch, thng mi dch v c tm c trong khu vc. Tuy nhin do mi chuyn i nn kinh t hng ho vn ng theo c ch th trng. S nhn thc ca cc ngnh cc cp v vai tr ca du lch i vi nn KTQD cn hn ch. S thiu ng b trong cc vn bn php quy v kinh doanh Khch sn. S thiu nht qun trong cc thut ng cng nh ni dung ca cc thut ng trongkd Khch sn (c th hin trong php lnh du lch) dn n s kinh doanh khng lnh mnh ca cc thnh phn kinh t vi kinh doanh Khch sn. Nh vy s n nh v chnh tr, s ng b v php lut s thc y ngnh Khch sn pht trin. Trong chin lc kinh doanh ca mnh cc nh qun tr cng phi nghin cu k lng. Bi v n nh hng ti qu trnh kinh doanh Khch sn. S nhn thc su sc v thu o v php lut cho php cc nh kinh doanh Khch sn kinh doanh ng phplut v li dng trit cc k h hp php lun c li cho Khch sn m khng vi phm php lut. 2.2.3.3 Mi trng k thut - cng ngh S pht trin vt bc ca khoa hc cng ngh trong vi thp k va qua a ti s pht trin rc r v kinh t trn th gii. S pht trin kinh t lm tng thu nhp ca ngi dn v thc y nhu cu i du lch.
Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton Khng nhng nhn t khoa hc cng ngh tc ng n kinh t v thc y nhu cu i du lch m n cn tc ng ti trang thit b, CSVCKT trong kinh doanh Khch sn . Bi v nhu cu du lch l nhu cu cao cp. Do trang thit b trong kinh doanh Khch sn ngy cng c i mi v nng cp. S i mi v nng cp i hi ngun vn ln do trong qu trnh xy dng chin lc kinh doanh cn nghin cu k nn p dng trang thit b no, khi no th cn nng cp imi. cho trang thit b trong Khch sn khng qu lc hu so vi th gii v tu tng i tng khch m trang thit b c mc hin i khc nhau. Thc trng trang thit b Khch sn Si Gn l tng i hin i p ng tt nhu cu ca du khch. 2.2.1.4 Mi trng vn ho x hi. Cng ng ngi Vit Nam c 54 thnh phn dn tc khc nhau, cng c ngha l c 54 np vn ho khc nhau. T cho ta thy t nc chng ta cnn vn ho phong ph v a dng. N l mt trong nhng ngun lc (ti nguyn du lch) thc y hot ng du lch pht trin. Nhng thay i v li sng, tm l, chun mc o c, thi quen tiu dng... s c nhng pht ng nh hng nht nh n hot ng kinh doanh du lch, hot ng kinh doanh Khch sn . Nhn t vn ho x hi nh hng mnh n hot ng kinh doanh Khch sn. Do trong qu trnh xy dng chin lc kinh doanh ca mnh cn xy dng c im vn ho lnh mnh trong Khch sn, xy dng thit k Khch sn... mang m bn sc dn tc. T to nn ci nn ca Khch sn v thc y mi ngi tm n tiu dng sn phm ca Khch sn 2.2.1.5. Mi trng t nhin Mi trng t nhin nh hng ti qui m v th hng Khch sn. Do chin lc kinh doanh phi ph hp vi mi trng t nhin phong ph v a dng. - Thnh ph HCM l trung tm kinh t ca VN, khu mua sm nhn nhp nht, cuc sng ngi dn ni y cng kh gi, rng ri hn 2.2.4 Mi trng vi m 2.2.4.1 i th cnh tranh hin ti:
Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton Trong hot ng kinh doanh Khch sn th s cnh tranh l tt yu. Song khng phi tt c u l i th ca Khch sn. M ch c mt vi Khch sn l i th cnh tranh trc tip (thng l nhng Khch sn cng hng, v tr thun li). thnh ph HCM Khch sn Sheraton c mt s i th cnh tranh trc tip nh: Khch sn Caravell, Khch sn Newword, Khch sn Part Hyatt Mun chin thng cc i th cnh tranh th phi phn tch k lng i th cnh tranh. T ra chin lc kinh doanh hp l. Sau y chng ta ly Khch sn Part Hyatt lm v d phn tch. V d: Mu phn tch i th cnh tranh trc tip Tn Khch sn : Khch sn Part Hyatt a ch: 2 Qung trng Lam Sn, tp HCM in thoi: +84 8 3827 6449 Hng th: 5 sao Ch th qun l: tp on quc t M Hyatta. Nm thnh lp: 2006 Nhn lc: * Tng s lao ng : 220 ngi * tui T.B ton Khch sn: 32 tui + Nam gii 75 ngi chim 34,09% + N gii 145 ngi chim 61,91% Trnh + i hc v trn i hc: 120 ngi + Chuyn gia, chuyn mn: 14 ngi + Trung cp: 35 ngi + Cng nhn k thut : 99 ngi Ton b cn b cng nhn vin ca Khch sn qua o to ngnh du lch v c kinh nghim cng tc t nht 3 nm + Tin lng bnh qun : 1600000/ngi + Th trng Khch sn ch yu: M, Nht, Php, c, Hn Quc... + Khch hnh chnh bao gm : Khch cng v
Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton Khch cng v kt hp vi du lch Khch du lch theo nhm Chin lc kinh doanh: - Nghin cu tiu chun theo yu cu ca th trng - T chc thc hin m bo tiu chun cht lng - Tit kim, gim chi ph n mc ti a - o to, st hch nhn vin nng cao trnh nghip v. - Nghin cu pht trin th trng C cu sn phm ca Khch sn: Khch sn c 252 phng khch sang trng gm 21 phng cn h, b bi rng, Spa hin i, cc khu gii kht v nh hng cao cp cng vi trung tm thng mi v phng hi hp c trang b y tin nghi, phng tic, Internet khng dy khu cng cng

Park Twin hoc King Park Deluxe King hoc Twin Park Suite King Park Executive King Presidential Suite. - Nh hng: Khch sn kinh doanh ba phng n v 2 quy bar: n u, n ,
nh hng Php - Dch v b xung: Vn phng, massage, git l, ct tc, in thoi, may o... - Cng sut s dng phng trung bnh (2007): 90% - Chi ph cho thu ht khch: + Qung co: 2%; mi gii: 1%, o to 1%, kim tra cht lng v nghin cu Marketing 3%, trong tng cc khon chi ph Bng 2.5. Gi phng Khch sn Part Hyatt Miu t phng Park deluxe Park Exe Suite Gi phng $534 $949
Park room Park Suite Nhn xt nh gi chung v Khch sn Part Hyatt
$372 $718
Khch sn Part Hyatt c u th v v tr, nm ti trung tm thnh ph, gn cc c quan, trung tm giao dch thng mi, giao thng thun li. Khch sn nm ti trung tm thnh ph trn Qung trng Lam Sn, c tm nhn Nh ht thnh ph, gn cc im thng mi v gii tr, ch cch cc im du lch, vn ha vi bc chn v cch sn bay Quc t Tn Sn Nht 7km. L khch sn mi vi nhiu ni tht p v sang trng nn gi phng kh l mc nhng vn thu ht c rt nhiu khch hng n vi khch sn, hin nay khch sn Part Hyatt l i th mnh nht ca khch sn Sheraton hin nay. Cn c vic phn tch i th cnh tranh ta tng hp kh nng phn tch t xc nh i th cnh tranh trc tip ca Khch sn. Vic tng hp c da trn mt s gi nh gi v mc quan trng ca tng tiu ch trong tng s tiu ch c nh gi vi tang im cho tng yu t l t 1 n 5 theo cc mc c nh gi l: km, trung bnh, chp nhn yu t c nh gi, tt, xut sc Bng 2.6: nh gi i th cnh tranh ca Khch sn Mc Sheraton ST T 1 2 3 4 5 6 7 Tiu ch nh quan gi Gi c Cht lng Uy tn, giao tip Nhn vin tranh Ngun lc Th phn 10 10 4 5 0,4 0,5 5 5 0,5 0,5 4 2 0,4 0,2 trng (%) 20 20 15 15 4 5 4 5 5 0,8 1 0,6 0,75 0,5 3 5 5 4 5 0,6 1 0,75 0,6 0,5 3 3 3 4 3 1 0,6 0,45 0,6 0,3 im Tng im Tng im Tng Part Hyatt Newword
Kh nng cnh 10
Tng
100
4,55
4,45
3,7
Qua bng ta thy i th cnh tranh trc tip ca Khch sn Sheraton l Khch sn Part Haytt. Nh vy cn c vo cc yu t trn Khch sn cn a ra chin lc cnh tranh ph hp m bo th trng khch ca mnh v thu ht thm cc th trng khch khc 2.2.4.2Th lc ca cc nh cung cp vi khch sn Sheraton Si Gn L ton b nhng ngi cung cp u vo cho Khch sn: khch du lch, hng ho vt.. Do n bao gm: + Cc Cng ty l hnh + Cc Khch sn c trao i qua li + Cc doanh nghip c nhn cung cp hng ho, vt t... cho Khch sn. Hin nay cc Cng ty l hnh m Khch sn Sheraton c mi quan h: + Cng Ty LHDL Apex + Tauk World + JTP + Viet Travel Tt c u l nhng cng ty l hnh ni ting v c uy tn trn th trng du lch quc t, h cung cp nhiu ngun khch hng tim nng cho khch sn. Nhng mi quan h ny cng gip cho khch sn gy dng uy tn ca mnh trn th trng quc t. 2.2.4.3 Sc p ca cc sn phm thay th: C hai loi sn phm thay th vi Khch sn Sheraton Si Gn: + Sn phm ca cc i th cnh tranh l nhng Khch sn cng hng c mc gi tng t: Newword, Caravell, Part Hyat + Sn phm ca cc loi hnh lu tr, vui chi gii tr, cc nh hng v nh cung ng n l. 2.2.4.4 Th trng khch du lch: Th trng khch du lch trn a bn Thnh ph HCM rt phong ph. M Khch sn Sheraton Si Gn c t l khch Nht, Hn lu tr rt ng. Do trong
chin lc kinh doanh cn xy dng v thit k m hnh Khch sn ph hp vi c im tiu dng ca khch Nht, Hn nh gi chung v nhn t thuc mi trng cnh tranh ca cc Khch sn. Cn c vo vic phn tch trn cng vi s cho im ch quan ca em ta c bng sau: Bng 2.7. nh gi mi trng cnh tranh ca Khch sn Cc nhn t thuc mi trng cnh tranh i th cnh tranh trc tip Th lc cc nh cung cp Mc cnh tranh Sc p sn phm thay th Khch du lch Ch thch: + im 3: rt quan trng + im 2: quan trng + im 1: Bnh thng Qua bng trn ta thy mi trng c s vt cht ca Khch sn l rt gay gt. Do ngay by gi Khch sn phi xy dng cho mnh mt chin lc kinh doanh ph hp p ng ti a nhu cu ca khch v t hiu qu kinh t - x hi cho Khch sn. 2.3. Cc cn c v thc trng xy dng chin lc kinh doanh ti khch sn Sheraton Si Gn 2.3.1. Cn c vo nh hng chin lc khch sn Sheraton Si Gn: l vic xc nh ng n nhim v v mc tiu ca Khch sn. Khch sn khng ch ch ti phc v i tng khch quc t m cn quan tm n phc 3 3 + +9 3 2 3 2 -9 -4 1 3 + +3 Mc quan trng 1 Mc quan trng vi Khch sn 3 Chiu hng tc ng Kt qu nh gi -3
v v p ng cc nhu cu ngy cng pht trin cu khch du lch trong nc v n ngh, vui chi, gii tr... Mc tiu ca Khch sn trong tng lai l phi khng ngng nng cao uy tn v cht lng phc v, lu gi nhng hnh nh tt p ca khch vi Khch sn, nhm tng doanh thu tng li nhun. Vi du hiu gim gi bng cch nng cao cht lng sn phm Khch sn. + Khch hng phi lun c coi trng, phc v n cn, chu o nhit tnh v lch s. + Ban lnh o Khch sn cng t ra mc tiu v nhim v l phi phn u nng cng sut hot ng ca Khch sn ln cao hn na v t cng sut cao, nht l i vi tnh hnh kinh t th trng ,thi im m tt ngi tiu dng u thu hp ph chi tiu ca mnh. Du khch vo VN ngy cng gim,Tt c nhng mc tiu ng n v thit thc nh trn s l c s ra chin lc ph hp. - Khch sn phi t iu chnh v xy dng nhng chnh sch v sn phm, gi c, phn phi, giao tip, khuych trng. y s l nhng iu kin xy dng chin lc Marketing cho Khch sn. chin lc Marketing c vai tr c bit quan trng trong hot ng kinh doanh Khch sn 2.3.2. Thc trng xy dng chin lc kinh doanh khch sn Sheraton Si Gn 2.3.2.1 Cn c lp k hoch: - Cn c vo kh nng cung ng phng ca Khch sn cng nh nhu cu phng trn th trng. - Cn c vo vic phn tch hot ng ca Khch sn, im mnh im yu, nguy c, c hi v tim nng pht trin ca Khch sn trong k trc v k tng lai. 2.3.2.2 Xy dng k hoch hng nm: - K hoch kinh doanh hng nm theo ch tiu: Cng sut s dng phng, doanh thu, li gp... - Ban gim c cng phng Sale and Marketing bn bin php thc hin ch tiu k hoch .
-Phng Sale and Marketing v phng k ton cn c kh nng sn xut kinh doanh ca nm trc d bo tnh hnh pht trin nm k hoch v phn tch cc yu t ni b ca Khch sn xy dng ch tiu, k hoch. u nm k hoch ban lnh o Tap doan Starwood t chc hp nhm xc nh c ch tiu k hoch. Sau quyt nh k hoch v giao xung tng chi nhanh tung b phn thc hin. 2.3.2.3 Phng php xy dng ch tiu k hoch: - Cng sut s dng bung phng: - Ch tiu v li nhun: Li nhun = D - Mv - F - Tb Trong : D : Tng doanhthu t c ca kinh doanh Khch sn Mv : l tr gi vn nguyn nhin vt liu, hng ho dng ch bin cc sn phm n ung, nhng hng ho chuyn bn, nhng hng ho bn lm lu nim cho khch. F : Tng chi ph s dng trong qu trnh kinh doanh Khch sn. Tb : Thu khu bn - Ch tiu v nng sut lao ng
W = D R
Trong : W : Nng sut lao ng bnh qun trong cng ty D : Doanh thu t c R : S lao ng bnh qun s dng trong k Qua y chng ta thy cng tc xy dng chin lc kinh doanh ti khch sn Si gn cha c thc hin m ch dng li mc k hoch kinh doanh. 2.3.3. Cc gii php chin lc c p dng ti khch sn Sheraton Si gn thch ng vi s bin i nhanh chng trn th trng Khch sn thnh ph Khch sn Sheraton Si Gn c nhng nhng chin lc thch ng vi iu kin doanh nghip v mi trng kinh doanh bn ngoi. t tn ti v pht
trin vng chc trong ngnh kinh doanh Khch sn H Ni nh nhng bin php sau: - Chnh sch v sn phm: Khch sn c gng rt nhiu trong vic a ra cc chng loi sn phm dch v p ng nhu cu c bn v nhu cu gii tr ti Khch sn. Cc trang thit b ti Khch sn v c s vt cht k thut u t tiu chun tng ng vi hng 5 sao ca Khch sn, cc tin nghi ti Khch sn c b tr to s thun li chi khch trong s dng, m bo tnh thm m v v sinh. V dch v lu tr: Khch sn c chnh sch phn bit sn phm vi nhiu loi phng khc nhau dnh cho khch VIP v nhng phng khch dnh cho nhng khch c kh nng thanh ton,vi nhng tin nghi tng xng vi s phn loi phng. V dch v n ung: Khch sn cng thc hin a dng ho sn phm phc v y cc yu cu ca khch d l cc mn n u, , n theo chuyn , n t chn... - Chnh sch v gi: V dch v lu tr: Chnh sch gi y khng c nh, ch a gi cng b cn tu thuc loi khch, Cng ty l hnh... m mc gi khc nhau trong cng mt loi phng. V dch v n ung: Gi trong dch v ny cng tu thuc vo s t n ca khch V dch v b sung: Mc gi hu nh khng thay i nhiu so vi gi cng b. - Chnh sch phn phi: Khch sn m rng mi quan h vi tt c cc cng ty l hnh, cc c nhn, c ngun khch gi ti u c p ng ti a vi mc hoa hng hp l. - V nhn lc v t chc b my qun l: + Nhn lc: Do yu cu v s thay i ca th trng. My nm gn y Khch sn gii quyt cho mt s ngi ngh hu v ng thi t chc o to, tuyn chn, b sung vo i ng lao ng ca Khch sn.
2.3.4. nh gi kt qu t c Qua s phn tch nh gi thc trng hot ng sn xut v cng tc xy dng chin lc kinh doanh ta thy Khch sn Si Gn c mt s kt qu sau y: - Cc ch tiu v doanh thu, cng sut phng, li gp t kh. - i sng vt cht v tinh thn cho cn b cng nhn vin c m bo mc lng bnh qun 1 thng 1.900.000 VND v ngy cng c ci thin. - Hon thnh cc ngha v np thu, khu hao, np li ln cp trn. - Th trng khch c m rng v tng cng xm nhp vo th trng khch Php, coi th trng khch Nht l th trng mc tiu. - Sn phm trong Khch sn ngy cng a dng v nng cao v cht lng, p ng tt nhu cu ca du khch, thch ng vi ma v trong du lch. - C mi quan h tt vi cc Cng ty l hnh c bit l Apex v Viet Travel l hai cn ty l hnh c uy tn nht trn th trng. Hin ti Khch sn ang to lp v thc y cc mi quan h vi cc cng ty l hnh trong c nc thu ht khch.
Chng 3: Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton Si Gn 3.1. Xy dng v la chn phng n chin lc kinh doanh 3.1.1. nh gi im mnh, im yu , c hi v nguy c Chng II chng ta xem xt thc trng hot ng kinh doanh cng nh mi trng kinh doanh nh hng ti cng tc xy dng chin lc kinh doanh ca khch sn Si Gn. Chng III chng ta s nh gi im mnh, im yu, c hi v e do xy dng chin lc kinh doanh cho khch sn cng nh a ra mt s kin ngh khch sn Si Gn. xy dng mt chin lc kinh doanh khch sn hon ho v kh thi th vic nh gi im mnh, im yu c hi v e do l cng vic quan trng v hng u. Vic nh gi ny phi trung thc, khch quan. Nu nh gi sai th s xy dng chin lc sai, chin lc sai s nh hng xu ti hot ng kinh doanh ca khch sn. Cn nh gi ng s gip cho vic xy dng chin lc kinh doanh kh thi, gip cho khch sn hot ng kinh doanh c hiu qu v ph hp vi mc tiu ca ban lnh o ra. 3.1.1.1 im mnh(Strenghts): im mnh l nhng th mnh bn trong ca khch sn Sheraton Si Gn nh hng ti i th cnh tranh v nhu cu ca th trng. Qua xem xt thc trng kinh doanh ca khch sn ta thy c mt s im mnh sau. - Sau gn 6 nm i vo hot ng khch sn xy dng c hnh nh tt i vi khch du lch cng nh cc cng ty l hnh v nh cung cp ch sau 1 nm hot ng khch sn thu hi vn v hot ng kinh doanh c li, l khch sn pht trin nhanh nht ti VN, khng h c i th - Khch sn c i ng cn b cng nhn vin c o to chnh quy t cc trng du lch, c tui tr, nhit tnh vi cng vic. y l ngun lc quan trng nht ca khch sn cn tn dng ti a v pht huy ht kh nng.
- C s vt cht k thut ca khch sn t tiu chun 5 sao p ng c iu kin phc v khch quc t. Khch sn c cc chng loi phng khc nhau p ng cc i tng khch khc nhau.Vcn c cc phng dnh cho cc nguyn th quc gia - An ninh trong khch sn c m bo tt t ngy khai trng cha xy ra v trm cp no nh hng ti uy tn ca khch sn. 3.1.1.2 im yu(Weakness): im yu l nhng khuyt im, yu km ang tn ti trong khch sn. Qua nghin cu thc trng khch sn ta rt ra mt s khuyt im sau: Mi quan h ni b trong khch sn khng c tt, tinh thn on kt km, ni xu cn b cn xy ra thng xuyn, mc cn thp nhng n nh hng ln n qu trnh kinh doanh ca khch sn. Gi c v phng cng nh v cc dch v n ung trong khch sn cn hi t so vi cc khch sn khc. 3.1.1.3 C hi (Opportunitiies): C hi l nhng iu tt lnh ang din ra trong mi trng kinh doanh bn ngoi c tc ng tch cc n hot ng kinh doanh ca khch sn. Trong nn kinh t th trng hin nay hu ht cc khch sn khc u m, nhiu phng trng, nhng khch sn Sheraton vn tm kim cho mnh nhng ngun khch khc nhau, cc nh hng ca khch sn vn lun c khch, phng lc no cng ng Lng khch du lch quc t ang c s di chuyn t chu u sang chu Thi Bnh Dng. Vng t cn mi l vi khch du lch. Bi v nhiu di tch cn nguyn cha c khai thc, c mi trng trong lnh cha b nhim nng nh chu u. Vit Nam ni ln trong cc nc ng Nam , mt dn tc anh hng chin thng quc Php, M, mt dn tc hiu khch trn y lng v tha, c phong cnh thin nhin hng v: Vnh H Long, C Hu, ph c Hi An, thnh a M Sn... v c bit du khch cn khm ph ra sc mnh no a ti s chin thng oanh lit cc nc quc ln trn th gii.
Nn kinh t Vit Nam ni chung v kinh t HCM ni ring ang tch cc hi nhp vi khu vc v th gii. l iu kin tt HCM ng cai t chc cc hi ngh ln ca ASEAN, APTA, ABF,... cc k Seagame, cc din n kinh t khuvc v th gii cho php HCM n c s lng khch ln ti ni lm vic v thm quan th , ng thi ngy nay VN gia nhp WTO nn c hi cng m ra vi VN nht l lnh vc du lch. 3.1.1.4 e da: e do l nhng cn tr ca mi trng kinh doanh bn ngoi c tc ng xu n hot ng kinh doanh khch sn trong hin ti v tng lai Tnh trng cnh tranh khng lnh mnh gia cc khch sn trn a bn HCM. S gim gi phng din ra lin tc dn n gim cht lng dch v khch sn, mc chia t l hoa hng... khng nhng th s lng cc khch sn trn a bn HCM cung vt qu cu. T n lm cho cc khch snchu sc p ca cc cng ty l hnh v gi c 3.1.2. Xy dng chin lc kinh doanh t Ma trn SWOT Da vo kt qu phn tch v nh gi cc yu t mi trng bn trong v mi trng bn ngoi khch sn Si Gn ta tin hnh kt hp, tng hp li hnh thnh cc phng n chin lc l c s cho vic hoch nh chin lc kinh doanh c th.
Bng3.1. M hnh phn tch ma trn SWOT Ma trn SWOT im mnh (S) - L chi nhnh ca mt tp on ln c uy tn trn - Mi quan h ni b nhiu quc gia - C uy tn lu i - i ng nhn vin - An ninh tt C hi (O) Chnh ph, nh nc - Ti nguyn du lch - Mi trng chnh tr n nh. e do (T) - Cnh tranh gay gt cha n nh Qua vic kt hp S, W, T, O ma trn SOWT ta c th xut mt s phng n khi kt hp cho thy. Kt hp SO : Phng n kt hp (S1S2S3 - O1O2O3) vi s ln mnh v uy tn ca tp oang Starwood, khch sn c uy tn lu i, v tr thun li cng vi s quan tm ca ng, Nh nc v chnh ph, ti nguyn du lch phong ph a dng. Tt c cho php khch sn nng cp v m rng hot ng thu ht khch. Phng n kt hp (S2S3S4 O2O3) vi i ng nhn vin tt, an ninh tt, cng vi s quan tm ca ng v mi trng chnh tr n nh. N cho php khch sn thc y hot ng marketing tng cng thu ht khch, bo ton vn v pht trin vng chc. Kt hp WO : Kt hp ST + S1S2S3 - T1T2 Kt hp WT + W1W2 - T1T2 Kt hp SO + S2S3S4 - O2O4 Kt hp WO + W1W2- O1O3 + W1W2 - O1O3 - S quantm ca ng, - S1, S2, S3 - O1O2O3 - Gi c im yu (W)
- Mi trng kinh doanh + S1S2S3S4 T1T2
Phng n kt hp (W1W2- O1O3) : Mi quan h ni b khng on kt, gi c khng hp l m li kinh doanh trong mt mi trng nhu cu du lch ngy cng gim, chnh tr n nh. Do khch sn cn nng cp gim gi thnh bng cch nng cao cht lng sn phm, ci thin mi quan h gia cn b cng nhn vin trong khch sn. Phng n kt hp (W2W3- O1O3) : S ci thin mi quan h ni b cng nh tng chi ph cho hot ng qung co s thu ht mnh hn khch du lch trong iu kin nhu cu ngy cng tng, ti nguyn du lch phong ph v a dng. Kt hp ST : Phng n kt hp (S1S2S3 - T1T2) Vi mi trng cnh tranh gay gt cng vi mi trng kinh doanh cha n nh nhng vi uy tn v v tr cng vi s bo tr ca tp on Starwood khch sn cn a ra chnh sch gi mm do vi tng i tng khch. Phng n kt hp S1S2S3S4 - T2T3 Gi c hp l, i ng nhn vin nng ng, an ninh tt. Nhng khch sn c cn a ra chnh sch khuyn khch cn b cng nhn vin trong khch sn tch cc lm vic c ch thng pht r rt Kt hp WT : Phng n kt hp W1W2- T1T2 Vi phng php ny khch sn cn c ch bo dng, duy tu cc thit b c, dn dn u t i mi trang thit b hin i. T nhng kt hp trn s cho ta rt nhiu phng n chin lc, l nhng con ng khc nhau t c mc ch ca khch sn, mi kinh doanh c rt nhiu mc tiu, nhng chin lc xut phi ph hp vi mc tiu tng qut m kinh doanh ra, kt hp vi mc tiu ca khch sn ta s a ra c nhng phng n chin lc thch hp. 3.1.3. La chn chin lc kinh doanh ca Khch sn Sheraton Si Gn 3.1.3.1. Nhng nh hng chin lc m ban lnh o ca khch sn Sheraton Si Gn a ra - u t trang thit b, ci to nh hng ngy cng hin i hn
- Khng ngng tng doanh thu v li nhun ca Khch sn - o to bi dng nng cao trnh i ng nhn vin di nhiu hnh thc. - u t mt s lnh vc dch v b sung nhm thu ht khch. - Phn cng lao ng v chuyn mn ho cao. - M rng mi quan h vi cc cng ty l hnh v cc nh cung cp nguyn vt liu cho ch bin v bo dng Khch sn Cng vi s khng hong ti chnh tin t ti trn ton th gii, ngi tiu dng c xu hng tht cht chi tiu vo lnh vc du lch nn hot ng kinh doanh ti Khch sn Sheraton ang c chiu hng i xung so vi nhng nm gn y. Mt khc s ra i ca cc Khch sn ln trn a bn Tp HCM nh khch sn Part Hyatt... lm cho mi trng cnh tranh gay gt hn. ng trc nhng kh khn v thch thc ni trn th mc tiu ca cc nh lnh o khch sn vn quyt tm a Khch sn Sheraton ng vng v pht trin vng chc trn th trng kinh doanh khch sn TP HCM 3.1.3.2. Chn chin lc kinh doanh Xut pht t mc tiu ca cc nh lnh o cng nh qua phn tch thc trng ni b Khch sn v mi trng kinh doanh . Em xin c xut Chin lc tng trng - Mc tiu chin lc tng trng : + m bo s tn ti v pht trin ca Khch sn + Nng cao uy tn v v th ca Khch sn trn a bn + p ng ti a lng khch m Apex, Viet travel v cc cng ty l hnh khc gi n. + Nng cao kh nng sinh li v t phn th trng + Gii quyt cng n vic lm cho cng nhn v nng mc lng trung bnh ln 2.000.000 + Nng cao cht lng sn phm dch v n ung cgn nh nhng dch v b sung khc ca khch sn, gim gi thnh bng cch nng cao cht lng sn phm.
- Ni dung ca chin lc tng trng : + u t xy dng v ci to c s vt cht k thut ngy cng hin i to cm gic thoi mi ti a cho khch hng khi n ti khch sn + o to v o to li cn b v cng nhn vin vi cc kinh nghim trong lnh vc du lch, phc v, giao tip vi khch hng + M rng cc mi quan h vi cc cng ty l hnh v cc n v gi khch . C chnh sch hoa hng hp l vi h. + Xy dng chin lc Marketing mix 3.1.3.3. Mt s gii php nhm xy dng chin lc tng trng a. u t xy dng v ci to c s vt cht k thut: Nhu cu du lch l nhu cu tng hp v cao cp. Khch du lch mun c ngh ngi ti nhng khch sn sang trng, mi l v khc vi ni ca mnh v hin i hn ni thng xuyn ca mnh. Khch sn Sheraton Si Gn i vo hot ng c 6 nm, c s vt cht k thut tng i hin i v y song i tng khch hng ca khch sn l nhng ngi kh gi nn i khi i hi v c s vt cht cng cao chnh v th khch sn cn phi tip tc ci thin nng cp cc c s vt cht ca khch sn mnh c th gi nhng khch hng kh tnh, khch sn cn to ra s khc bit ca mnh so vi nhng khch sn khc . Do khch sn cn ci to nng cp c th tip n cc khch VIP. Thu c li nhun cao cho khch sn - Khch sn c din tch cng kh ln, nn tiep tc pht trin nng cp cc phng to nhng phng vip nhiu hn, c th thu li nhun nhanh v nhiu hn. - Khch sn cng cn nng cp cc my mc k thut trong cc nh hng bp, bar v khch sn hot ng lu, m cng sut lm vic rt cao nn my mc cng c cht h hng,nh thay my pha c ph, my to bia hi, cc my lm lnh, my xay sinh t, my nng bnh,my lm nng. my ra chn bt t ng - Ci to mi nh hng cho mang m bn sc dn tc Vit Nam trong li kin trc, hay khch hng ch yu ca khch sn l ngi Nht nn khch sn cn tm hiu r
li sng s thch nhu cu ca i tng khch hng ny thu ht hn na s u i ca h dnh cho khch sn. b. o to v o to li cn b cng nhn vin Ngun nhn lc trong Khch sn l yu t quan trng v quyt nh n s tn ti v pht trin ca Khch sn. Nhng hin nay s lng cn b cng nhn vin c o to chnh quy v du lch khch sn cn qu thp : nht l v lc lng phc v trc tip ch c khong 30% s nhn vin c kin thc v du lch,cn li l nhng ngi ch bit giao tip ting anh tt nhng v nghip v th khng nhiu, ng thi tui trung bnh ca lc lng ny cng cn qu tr cha dy dn kinh nghim c th ng x vi cc tnh hung trong qu trnh lm vic. Trong mt mi trng cnh tranh gay gt cng vi i hi ca khch du lch ngy cng cao. Th cng tc o to v o to li cng c ngha quan trng i vi Khch sn Sheraton Si Gn. - Vi nhn vin trong khch sn cn c ch lm ca hp l nhn vin c th thay phin nhau i hc. Vic o to ny c th lin kt vi cc trng trung cp v i hc c th n trng hoc ging ti khch sn. Sau cp chng ch, vn bng. - Vi cc cn b qun l cn phi hp vi cc trng i hc c ting HCM: i hc Kinh k, i hc ngoi thng,... phi hp b sung vn kin thc v du lch v qun tr khch sn cho cc i tng ny. - Vi nhn vin l tn khch sn sau khi kt thc lm ti l tn v tui cao. Cn a h i o to v qun l tr li phc v khch sn. Bi v nhng ngi ny c trnh kh cao v ngoi ng, giao tip ng x... Nn c o to th h l nhng c nhn qun l tt trong khch sn. - Thng xuyn mi cc chuyn gia v du lch v khch sn n ni chuyn vi cn b cng nhn vin. cn b cng nhn vin c th hc hi c kinh nghim lm vic ca h. - C chnh sch lng bng hp l thu ht nhng sinh vin tr nhit tnh hc i hc v chuyn ngnh du lch v khch sn gim chi ph o to li h. c. M rng cc mi quan h
Trong thi bui kinh t th trng th mi quan h ng mt vai tr quan trng. Hin nay khch sn ph thuc vo cc cng ty l hnh ch khng nh trc y cc cng ty l hnh ph thuc vo khch sn. - Xy dng mi quan h ngy cng tt p vi cc hng l hnh trn th gii,cc hng l hnh lin kt vi cc chi nhnh ca tp on trn th gii, c chnh sch hoa hng c bit vi cc hng l hnh thng xuyn cung cp ngun khch du lch cho khch sn cng nh nhng mi u tin trong quan h. Li dng trang Web ca cc hng l hnh trn internet qung co mnh hn v khch sn Sheraton Si Gn - Tn dng s nh hng ti a ca tp on Starwood thu ht khch du lich j cc ni trn th gii, qung co,thu ht khch v vi khch sn - M rng cc mi quan h vi cc cng ty du lch trn a bn HCM thu ht ngun khch n khch sn - C mi quan h h tr ln nhau gia cc khch sn trn th gii c bit trong s qun l ca tp on Starwood d. Xy dng chin lc Marketing Mix Ngy nay Marketing ngy cng ng vai tr quan trng v quyt nh sn xut kinh doanh ca khch sn. N l cha kho gip cho cc khch sn vch ra c hng pht trin ng dn, da trn cng tc nghin cu th trng, sn xut khuych trng v bn hng. * Nghin cu th trng : - Mc ch : Nhm pht hin nhu cu th trng trn c s p ng ti a nhu cu ca du khch v thu c li nhun cho khch sn Hin nay i tng khch ch yu ca khch sn Sheraton Si Gn l khch Nht (chim 70,80%). do c bin php nghin cu tm hiu nhng nn vn ho, phong tc tp qun... va lng khch n vui lng khch i. - Phng php nghin cu th trng + Thng qua cc bng cu hi trc tip a cho khch. + Thng qua cc phiu iu tra thm d gi ti gia nh hoc c quan ca khch.
+ iu tra gin tip qua sch bo, tp ch c cng b + iu tra trc tip thng qua nhng tin tc, ti liu v khch ca nhn vin l tn, qua s sch ghi chp ca khch sn. - Ni dung ca nghin cu th trng + Phn chia khch theo quc tch. + Nghin cu cc ch tiu v khch. S sch tiu dng ca khch C cu chi tiu cakhch Cch s dng thi gian ca khch.... * La chn th trng mc tiu Quan im ca khch sn l phc v mi i tng khch. Nhng ngun khch ch yu vo khch sn l khch Nht.Do th trng mc tiu i vi khch sn Sheraton l khch Nht. * Phi hp Marketing mix trong khch sn Sherton Si Gn : - Chnh sch sn phm : Hin nay trong khch sn Sheraton Si Gn cc sn phm, dch v kh a dng, phong ph to hp dn cho du khch p ng c nhu cu vui chi gii tr ca khch. lm c nhng iu ny b phn nghin cu th trng ca khch sn lm vic ti a + a dng ho chng loi sn phm , dch v trong lnh vc kinh doanh dch v b sung nhm tng doanh thu ca khch sn v tng chi tiu cng nh thu ht khch tiu dng sn phm ca khch sn. Thc t ti khch sn Sheraton Si Gn doanh thu dch v lu tr v n ung chim trn 80% tng doanh thu ca khch sn. * Mt s lnh vc c ci tin v hon thin i mi sn phm * Vi dch v n ung : - Vi i ng u bp c tay ngh cao c kh nng ch bin nhiu loi mn n vi trnh cao kp thi phc v khc. Do cn khai thc c im ny cn tuyn truyn , qung co v c nhng chnh sch gi hp l thu ht khch. + B tr nh hng n u, ring bit t cch phc v ca nhn vin, to ra s khc bit ca hai nh hng v c cm gic mnh m, n tng.Khch sn c mt nh hng trung quc, mt nh hng n nhanh, mt lobby dnh cho nhng ngi cn
khng gian lch s k kt hp nghay nh hng buffet SGCF, hay club v m cng thu ht c rt nhiu khch + Trong nh hng n mi m u c ban nhc dn tc c trng VN, v thng dnh c tnh cm ca du khch, c nhiu du khch n va n va thng thc nghe nhc. + T chc cc bui nm th vo mt s ngy nht nh hng thng, hng qu v pht phiu mi khch tham d, t chc nhng s kin,promotion v m thc cho khch. Trong dp nykhch nhn c hi gii thiu cc mn n c sn dn tc, cc mn n c trng ca cc nc trn th gii, n theo chuyn khch va n, va c xem nhn vin ch bin mn n. + c mt s sch song ng gii thiu v cc mn n Vit Nam ti phng ca khch kch thch nhu cu. + Nh bp ch n ch bin v trnh by mn n to cm gic ngon ming. Sau khi thu ht c khch th cc nhn vin chuyn tm vo phc v v nng cao cht lng, to cm gic thoi mi sch s trn bn n, gip khch ngon ming hn. * V dch v lu tr : - Cc trang thit b ti khch sn nh bn, gh, ging t lun c b tr khoa hc, tin li cho i li ca khch v phi c tnh thm m cao - Cch trang tr phng kt hp vi h thng nh sng, tranh nh, rm ca u to cm gic m cng vo ma ng, thong mt vo ma h. mi phng u c l hoa ti cm trang tr trn bn lm vic cho khch, cc gi tri cy trng ngon ming khch vui v hn. - Mi dng c trong phng u phi ghi hng dn s dng. - Phng lun c gi v sinh sch p trong v ngoi phng ca khch. + D bit ho sn phm Sn phm trong khch sn ch yu l dch v l s tip xc trc tip gia nhn vin v khch du lch. Do sn phm trong khch sn i hi i ng nhn
vin phi p nim n, lch s, ti vui nh nhng, sn lng gip khch c th hin qua mt s tiu chun sau : Smart , speed, smile, sicerity. - Chnh sch gi c : Gi c phi c tnh ton da trn phn tch chi ph v phn tch im ho vn, kh nng thanh ton ca khch, gi c i th cnh tranh. + Nu duy tr mt chnh sch gi thp i khi cng khng c li cho khch sn. V theo ngi tiu dng hng cao ng ngha vi cht lng tt. V trong tng lai mc tiu ca khch sn l thng gia, khch du lch Php c kh nng thanh ton cao. Do gim gi bng cch nng cao cht lng phc v khch. + Bi v khch sn l mt tp on ln c uy tn lu nm trn th gii, cng nh c v tr thun li nn khch sn c chnh sch mm do i vi tng i tng khch khc nhau. + Cn ch trng phc v i tng khch ni a v hin nay khch ni a cng c kh nng thanh ton cao. Ch yu l khch t H Ni vo TP HCM lm vic. + C chnh sch gi u i v nhng quan tm c bit hn vi nhng khch ti khch sn trong thi gian di. Tng t l hoa hng t 5% ln 7%, 8% vi mi c nhn v n v gii thiu khch ti khch sn + Chnh sch gi a ra phi tng xng vi cht lng v vo thi im ng khch cng khng nn nng gi qu cao m ch nhch gi x dch mt cht, khng nn t ra bt cht khch, to n tng xu ca khch v khch sn. + T chc bn cc loi th u tin, th VIP dnh cho nhng khch hng quen thuc + Khi phc v lun ch to s thoi mi cho khch, khin cho khch y cng thoi mi nh nh, v h ang c quan tm nh phi hp vi l tn tm hiu chi tit v khch hng, gi tn khch hng to s thn mt, khi rnh c th tr chuyn vi khch hng. - Chnh sch phn phi : Thit lp cc knh phn phi hiu qu nht + Xy dng cc mi quan h tt vi cc cng ty l hnh. + Quan h tt vi cc c quan Nh nc m khch sn s ti lm vic.
Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton + Quan h tt vi cc nh cung cp nguyn liu cho ch bin thc n cng nh trang thit b sa cha v nng cp khch sn. - Chnh sch giao tip khuych trng : + Hng nm vo dp tt c th chc mng gi n tn nh nh, khch hng quen thuc vi Khch sn. + Thng xuyn t chc hi ngh nhm hi ngh nhm khch hng hiu nhng tm t nguyn vng ca h. 3.1.3.4. Xy dng chnh sch b tr Mun thc hin c chin lc kinh doanh th phi a ra c cc chnh sch h tr. V mun xy dng c sn phm c trng c o, thc hin a dng ho sn phm, cht lng tt... Th phi c ngun tr chnh mnh, c i ng cn b cng nhn vin lnh ngh, c tm huyt vi kinh doanh Khch sn. Do Khch sn cn c mt s chnh sch h tr sau a. Xy dng chnh sch ti chnh y l yu t quan trng nht nh hng ti vic thc hin chin lc kinh doanh. m rng v nng cao nng lc sn xut kinh doanh cn phi xy dng mt chnh sch to vn v s dng vn hp l. i vi Khch sn Sheraton thc y hot ng kinh doanh cn nng cao hn na cht lng phc v trong tt c cc b phn, nht l b phn F&B b. Xy dng chnh sch nhn s Con ngi l ti sn qu bu nht ca Khch sn. Do chnh sch v nhn s cn thc hin theo trnh t sau: - Khai thc v hon thin i ng lao ng hin c, dn dn u t nng cao cht lng v m rng qui m lao ng. - Vi vic nng cao cht lng lao ng phi hng n to lp mt i ng cn b u ngnh v i ng nhn vin c tay ngh, k nng phc v cao, kh nng p ng i hi cao ca khch. - hnh trnh ma v trong du lch cn c nhng hot ng kinh doanh b tr: + Cho thu phng ci, t t chc tic, phng hp.
Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton + Cho chuyn vin i o to nghip v du lch. + a mt s ngh vo dy cho cng nhn vin lc tri v. Thu, may, an... Tn dng ti a cht xm ca cn b cng nhn vin trong thi k tri v Khch sn vn c doanh thu v c hot ng. * Nhn xt nh gi chin lc tng trng Trong bi cnh hot ng kinh doanh Khch sn trn a bn HCM ang c chiu hng i xung, mi trng cnh tranh gay gt. Nhng ng trc s hi nhp v pht trin mnh m ca nn kinh t thnh ph v c nc cng nh trn th gii th k 21. S hi nhp v pht trin nh v bo ny s nng cao thu nhp, nng cao mc sng ca ngi dn v nhu cu du lch tr thnh nhu cu thit yu. Mt khc s hi nhp v pht trin dn n hot ng giao lu, mua bn, k hp ng tng cao. L do ny cho php lng khch thng gia v cng v s n HCM ngay mt ng hn. ng trc nhng iu vic ra chin lc tng trng l mang tnh kh thi v n pht huy c sc mnh ni lc trong Khch sn v tn ng ti a nhng c hi bn ngoi mang n cho Khch sn. Chin lc tng trng gip cho Khch sn nng cp. Cng vi ni l doanh thu ngy cng tng, li nhun c nng ln v thu nhp v i sng ca cn b cng nhn vin c ci thin. Khch sn ngy cng c v th ti HCM
Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton 3.2. Mt s kin ngh khc 3.2.1. Kin ngh vi Tng cc Du lich: Do cuc khng hong kinh t cng vi s lng Khch sn HCM cng vt qu cu, s lng Khch du lch vo Vit Nam ngy cng gim st. Trong khi du lch Vit Nam ang cn nhiu vn bp cp v sn phm cng nh th tc hnh chnh, c s h tng du lch... to iu kin cho cc nh kinh doanh cng nh kinh doanh ni chung. Em xin a ra mt s kin ngh sau: - Thc y hn na vic tuyn truyn qung co v du lch trong nc v quc t c bit l mt s th trng trng im. duy tr v cng c nhng th trng du lch truyn thng: + Khai thc trit th trng Ty u, Nht Bn, M. V th trng ny c kh nng thanh ton cao. + Tham gia tch cc vo cc hi tr du lch quc t, t t chc cc cuc gii thiu, hp bo nc ngoi gii thiu vi du khch v t nc, con ngi Vit Nam. + Tuyn truyn ph bin cho ngi dn bit v vai tr v tr tu ca du lch trong i sng kinh t x hi ca c nc. T mi ngi c thc bo v tn to cc di tch lch s bo v cc phong tc tp qun tt p... l nhng ti nguyn du lch cho php chng ta thu ht khch. + Nng cao cht lng sn phm du lch bng cch qui hoch to ra cc khu du lch bng cch qui hoch to ra cc khu du lch, cc im du lch, tuyn du lch, loi hnh du lch hp dn. + Khai thc, pht trin cc loi hnh du lch mit vn, du lch sinh thi, du lch khm ph, du lch vn ho. + C qui hoch tng th mng li Khch sn trn ton quc trnh ch tha vn c tha, ch thiu vn c thiu. + Khai thc v tu b cc khu du lch hnh thnh cc a phng, qui hoh xy dng cc khu du lch, khu vui chi tm c quc gia. + n gin ho th tc hnh chnh trong vic lp vira..., hoc min th thc cho khch du lch n Vit Nam di 20 ngy vi mc ch du lch thun thu.
Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton Vic c phn ho s gip cc doanh nghip Nh nc lm n c hiu qu hn. V vy cn y mnh c phn ho theo ngh nh 43CP, ly nhng doanh nghip Nh nc lm n c hiu qu, to ra sc cnh tranh mi. - Tng cc du lch cn phi hp vi cc c quan chc nng r sot cc vn bn php qui, qui phm php lut lin quan n hot ng kinh doanh Khch sn sa i, b sung cho ph hp yu cu mi. - Tng cc du lch nn khn trng lp chin lc pht trin ngun nhn lc cho nhu cu trc mt v lu di, tranh th s gip ca cng ng quc t y mnh cng tc o to. 3.2.2. Kin ngh vi Chnh ph - khuyn khch du lch pht trin ln mt tm cao mi. Chnh ph nn c chnh sch u t chin lc v c s h tng, u t xy dng nng cp, tu to cc di tch vn ho lch s, cc tuyn m du lch vi tm c ln. Cng nh kinh doanh an ninh vi khch du lch. - Chnh ph phi ch o st sao hn na v mi quan h v s phi hp gia Tng cc du lch vi hng khng, bu in, B Vn ho... - Chnh ph cn c chnh sch ci m vi khch du lch tu bin ang c chiu hng pht trin mnh trong mt vi nm gn y. -Nn c quy nh v cp giy php kinh doanh theo ch mt ca.
Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton C. PHN KT LUN Trc ht phi ni, con s 4,2 triu khch l mt con s k lc vi quy m tng trng cao nht t trc n nay. Trong lch s pht trin ca ngnh du lch Vit Nam, mi nm chng ta ch tng nm sau so vi nm trc l 300.000 khch, ch c duy nht mt nm l 500.000. Nm 2007 l 600.000 (t 3,6 triu lt khch ln 4,2 triu lt). Nh th l cao hn gp i con s trung bnh. khng phi l kt qu ca ring nm 2007, m l h qu ca c mt qu trnh t nhng nm trc, ngnh du lch c k hoch qung b hnh nh Vit Nam ti bn b quc t. Ct mc quan trng c th k n l t Hi ngh B trng Du lch APEC ln u tin ti Hi An a ra tuyn b Hi An. Nu nhn rng ra c quc gia, cnh tranh tm quc gia, v th ca du lch sau hi ngh APEC nm 2006; bt u pht huy hiu qu ca s kin Vit Nam gia nhp WTO. Ngnh kp thi tc ng vi cc a phng iu chnh quy hoch trong tng a bn, xy dng cc khch sn cao sao, cht lng phng tt, thu ht nhiu nh u t vo lnh vc du lch. Dng khch nm nay vn tip tc thay i theo hng cht lng cao. Lng khch Trung Quc vn thp, th phn khch ng b vn t. Tng ny l tng khch ng di, khch chi tr ng di. Nhm khch ny s y cht lng khch du lch ln cao, va s lng va cht lng u rt tt Kinh t th trng v nhng quy lut kht khe ca n ang to ra mt mi trng cnh tranh gay gt gia cc doanh nghip trong nn kinh t th trng. Doanh nghip khch sn cng khng nm ngoi mi trng . ng vng v pht trin c trng mi trng th vic lm u ti n i vi cc khch sn ni chung v khch sn Sheraton Si Gn ni ring l xy dng cho mnh mt chin lc kinh doanh y tham vng. V chin lc kinh doanh l kim ch nam dn ng ch li cho khch sn i ng hng v t c mc tiu ra. Trong thi gian thc tp ti khch sn Si Gn vi mong mun hot ng kinh doanh ca khch sn c bi bn, v t c hiu qu kinh t cao em chn ti Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton Si Gn . ti ny da vo vic phn tch Ma trn SWOT xy dng
Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton chin lc kinh doanh cho khch sn Sheraton Si Gn. ti gii quyt v lm r mt s ni dung sau : 1. Khi qut v h thng ho nhng c s l lun v xy dng chin lc kinh doanh. 2. Phn tch thc trng hot ng kinh doanh ti khch sn Sheraton Si Gn v mi trng kinh doanh . Trn c s phi ra nhng c hi , im mnh im yu doanh nghip lng trc v c phng n chun b. 3. Xy dng chin lc tng trng cho khch sn Sheraton Si Gn cng nh a ra mt t chnh sch b tr ng gp vo vic thc hin thnh cng chin lc tng trng. 4. a ra mt s kin ngh nhm : + Cc nh qun l vi m (khch sn) nhn thc ng vai tr v tm quan trng ca vic xy dng chin lc kinh doanh. + Cc nh qun l v m (Nh nc) to ra mt mi trng kinh doanh lnh mnh, hp dn thc y hot ng kinh doanh khch sn t hiu qu cao. Tuy nhin do hn ch v trnh v thi gian nghin cu chc chn ti cn nhiu thiu st. Em rt mong c s gp ca thy c v cc bn ti c hon thin hn. Nhm gp phn gii quyt nhng tn ti, kh khn khch sn Si Gn ng vng v pht trin trong nhng nm u ca th k 21
Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton PH LC Ti liu tham kho 1. Tp bi ging - Marketing du lch - Qun tr kinh doanh khch sn - Qun tr kinh doanh l hnh - Qun tr kinh doanh doanh nghip du lch Khoa Thng mi du lch trng i Hc Cng Nghip TP HCM 2. TS. Alastair Morrison: Marketing trong lnh vc l hnh v khch sn - Tng cc Du lch 3. Philip Kotler: Marketing cn bn - Nxb Thng k 1994 4. Tp ch du lch Vit nam 5. Bo co kt qu kinh doanh ca khch sn Sheraton Si gn 2005, 2006, 2007

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Trng i Hc Cng Nghip Tp.

HCM Khoa: Thng Mi Du Lch

Trng i Hc Cng Nghip Tp.HCM Khoa: Thng Mi Du Lch

Trng i Hc Cng Nghip Tp.HCM Khoa: Thng Mi Du Lch

2.2.2 Mi trng vi m .......................................................................................52

Trng i Hc Cng Nghip Tp.HCM Khoa: Thng Mi Du Lch

Trng i Hc Cng Nghip Tp.HCM Khoa: Thng Mi Du Lch

Trng i Hc Cng Nghip Tp.HCM Khoa: Thng Mi Du Lch

Xc nh cc mc tiu kinh doanh

Hoch nh cc phng n kinh doanh

Lng ho cc phng n thng qua vic lp cc ngn qu

Chin lc tng trng : khch sn tng cng u t ci to c s vt

Chin lc phn bit : Nn tng ca chin lc l khch sn phi to ra

Chin lc h thp chi ph : Nn tng ca chin lc l khch sn c th

Chin lc phn ng nhanh : Nn tng ca chin lc l ch p ng

Mt s gii php nhm xy dng chin lc kinh doanh ti khch sn Sheraton

Chin lc lin kt di cc hnh thc lin kt ngang v lin kt dc :

Chin lc marketing mix bao gm : sn phm, gi c, phn phi, giao tip

Phi xc nh danh mc u t vi gii hn v ti chnh v cc ngun

Phi nh gi c li nhun trong tng lai khch sn phi d on

Phi xc nh cc chin lc Trong khch sn phi d bo c tnh

Bc 1 : Phn tch nh gi, d bo v mi trng kinh doanh v ni b

Bc 2: Xc nh mc tiu ca Khch sn.

Training Manager Ms. V Li oan Trang

Human Resource Executive Ms. V Th Kim Loan

Doctor Ms. Bch Hng

Human Resource Officer

Human Resource Officer

Human Resource Officer

Chef Finance Ms.Ng Sing Beng (2)

Chef Acc Mr. Nguyn Hu Ph

Executive Secretary Ms. V Thanh Vn

Credit Mandger Ms. Ha M Vn

Human Resource Manager Ms. L Th Thanh Tm (1)

Training Manager Ms. V Li oan Trang

Human Resource Executive Ms. V Th Kim Loan

Doctor Ms. Bch Hng

Human Resource Officer

Human Resource Officer

Human Resource Officer

Chef Finance Ms.Ng Sing Beng (2)

Chef Acc Mr. Nguyn Hu Ph

Executive Secretary Ms. V Thanh Vn

Credit Mandger Ms. Ha M Vn

Chef Engineering Mr. Andrew Rocke (3)

Assistant Chef Engineering Mr. Lng Cao Tun

Shift Leader ( 5 People)

Engineering Secretary Ms.X M Dung

Director Of Room Mr.Andy Belmente (4)

Front Office Manager Mr. Nguyn Vnh Huy

Executive Housekeeping Mr.Trn Minh Chnh

Night Duty Manager

Assistant Executive Laudry Uniform

Assistant Executive Housekeeper

Assistant Executive Grandtower

Supervisor Front Office

Director Of Sales & Marketing Ms.Nicole Cremer (5)

Director Of Sale Catering Catering Executive Sales

Director Revenue Marketing

Sales Executive Whole Assistant Director Of Sales Whole

Director Of Security Mr. Nguyn Th M (6)

Assistant Manager Of Security

Supervisor On Duty (Outlet)