Hoanchinh strategic account business plan

STRATEGIC ACCOUNT BUSINESS PLAN

For SOFITEL HOTEL

17 Le Duan Street, District 1, Ho Chi Minh city, Viet Nam

Submitted by:

GROUP 4

Nguyen Thi Phuong Ha – 1158030

Nguyen Doan Doan Hanh – 1158035

Pham Thuy An – 1158002

Vo Thi Le Huyen - 1158051

June 26, 2014

AUDI ConfidentialFile: GROUP 4 Strategic Account Business Plan.docDate Published: 06/26/2014

Table of Contents

Document Objective…………………………………….3

Account Background……………………………………3

Customer Needs…………………………………………14

Product Information………………………………….....15

Competitor………………………………………………..17

Sales Strategies……………………………………………20

Financial Forecast…………………………………………22

Plan Implementation………………………………………26

Action Plan…………………………………………………26

Required Resources………………………………………..28

References…………………………………………………..29

AUDI Confidential Page 2 11/13/2014

Document Objective

The purpose of this plan is to give basic information and work out strategies for our client (SOFITEL). Throughout this document, we can understand our target and meet their satisfaction as well as estimate the risks in finance.

Account Background

Objective

AUDI supplies 100 luxury cars for SOFITEL with the good features such as saving fuel, elegant style in order to perform the best position of five stars SOFITEL Hotel in the world.

Client Profile1

SOFITEL, Symbol of French Elegance in Luxury Hospitality throughout the world.

Sofitel is a French luxury hotel chain managed by Accor, which opened its first property in Strasbourg in 1964. Its first overseas opening (in Minneapolis, USA) was in 1974. In 1995, Sofitel had 100 hotels in 40 countries and employed 12,500 people. Two years later, Sofitel joined the Accor Group, founded in 1983 and in 2000, opened properties in Philadelphia and New York. In 2005, Sofitel continued its expansion with Sofitel Asia Pacific. In 2007, Sofitel created a strategy to compete on the international luxury hotel market with its French Touch and the slogan "Life is magnifique". In the following year, Sofitel became its own unit in the Accor group with 161 Hotels worldwide. In 2009, the new brands Sofitel Legends and SO by Sofitel were introduced. Sofitel and its Ambassadors (employees) link the world with French Elegance across a collection of unique addresses offering their guests and partners a “Cousu Main” service enriched with emotion, performance and a passion for excellenceSofitel is the only French luxury hotel brand with a presence on five continents with 120

addresses, in almost 40 countries (more than 30,000 rooms). Sofitel offers contemporary

hotels and resorts adapted to today’s more demanding and more versatile consumers who

expect and appreciate beauty, quality and excellence. Whether situated in the heart of a

major city like Paris, London, New York, Shanghai or Beijing, or nestled away in a country

landscape in Morocco, Egypt, French Polynesia or Thailand, each Sofitel property offers a


http://en.wikipedia.org/wiki/USA

http://en.wikipedia.org/wiki/Minneapolis,_Minnesota

http://en.wikipedia.org/wiki/Strasbourg

http://en.wikipedia.org/wiki/Accor

http://en.wikipedia.org/wiki/Hotel

http://en.wikipedia.org/wiki/France

genuine experience of the French “art de vivre”.

Sofitel has opened 15 new establishments since end of 2011, with approximately 3,000

rooms and suites. Starting with the first Sofitel Thalassa Sea & spa in Agadir (Morocco), to

the first Sofitel in India, Sofitel Mumbai Bandra Kurla, Sofitel also developed in Auckland

(New Zealand), Abu Dhabi, Bangkok (Thailand), Casablanca (Morocco) and Montevideo

(Uruguay) and Dubai (United Arab Emirates).

The brand is also accelerating its expansion in Latin America, the Middle East, Africa and

Asia with the signing of 7 new contracts (approximately 3,000 rooms) in 2012 and 2013,

including Abidjan (Côte d’Ivoire), Riyadh (Saudi Arabia), Rio de Janeiro (Brazil), Bali

(Indonesia), Auckland (New Zealand), Shenyang in China and Wellington, the capital of

New Zealand.

Two labels have been added to the Sofitel Luxury Hotels brand, sharing the same DNA.

- Sofitel Legend is a seal, a private club of timeless establishments, often with historical,

century-old buildings, legendary places imbibed in history, that are attractions in their own

right in their town or country. Each Sofitel Legend is a unique gem. A guarantee of

travelling to the heart of luxury and history. Following the Sofitel Legend Metropole in

Hanoi (Vietnam), Sofitel Legend the Grand Amsterdam (Netherlands), and the mythical

Old Cataract in Aswan (Egypt), Sofitel Cartagena Santa Clara in Colombia was awarded

the Sofitel Legend plaque on 12/12/12.

- Built on the renown of Sofitel Luxury Hotels and its unique identity that is a subtle blend

of French luxury and the best aspects of local culture, Sofitel So is the new “designer

boutique hotel” label epitomised by ultra-contemporary style in trendy destinations. The

chic, contemporary style of Sofitel so is the result of an alliance between Sofitel’s famous

“art de vivre” and the signature of an internationally renowned designer from the worlds of

art of fashion. It reflects and enhances the very essence of a place. Kenzo Takada was for

instance the artistic director at Sofitel So Mauritius, while Mr. Christian Lacroix put his

signature on Sofitel So Bangkok in Thailand. Sofitel So Singapore, the third hotel in this

rapidly growing label’s portfolio, will have its emblem created by the famous fashion

designer Karl Lagerfeld. Sofitel addresses that will join the ranks between now and 2015

are: Mumbai, Rio ET Sydney.AUDI Confidential Page 4 11/13/2014

Sofitel’s positioning is based on 3 strategic pillars:

- Design: Sofitel joins forces with designers, architects and artists who interact with the

different places and play with their codes: alongside the Sofitel So signatures feature great

names like Jean Nouvel at Sofitel Vienna Stephansdom, Sybille de Margerie at Sofitel

Legend Old Cataract Aswan and Sofitel Montevideo Carrasco Casino & spa, and Andrée

Putman at Sofitel Paris Arc de Triomphe… Talented people who are able to reinvent the

French hotel business and make Sofitel a resolutely contemporary brand.

- Gastronomy: diversity in tastes features prominently on our chefs’ menus, building

bridges between local cuisine and French food heritage. The Sofitel Legend the Grand

Amsterdam restaurant is in fact called “Bridges”, in tribute to the city’s bridges and ties

built between gastronomies of the world. Our chefs’ talent lies in creating this alchemy of

flavors, influences and textures. This art of “good taste” is also shared at the “Flamboyant”

(Sofitel So Mauritius), the “Renoir” (Sofitel Montreal Golden Mile,) the “Balcon” (Sofitel

London St James), and the “Beaulieu” (Sofitel Legend Metropole Hanoi). Not to mention

their prestigious wine lists.

- Culture: Sofitel is associated with cultural happenings and organises events. Examples

include Elles by Gilles Bensimon, celebrating women in 4 Sofitels in the USA with photos

of 25 famous women such as actresses Charlize Theron, Audrey Hepburn, Monica Belluci,

Uma Thurman, Catherine Deneuve... The brand also pays tribute to fashion with Fashion

Stills, bringing together some of the most iconic photographs of French fashion. Or

surrounds itself with illustrious writing talents for Literary Escapes. Not to mention the

numerous events that take place at our hotels: fashion shows, exhibition previews,

concerts…

In the rooms, the MyBed™ experience, an exclusive bed concept, offers our customers

restorative sleep. The refinement extends to a perfumed bath with fragrance products from

Hermès or Lanvin. The 25 Sofitel So SPAs around the world also combine French cosmetic

brands like Cinq Mondes or Carita with the best of local wellbeing techniques. Sofitel

Thalassa Sea & spa improve fitness with all the benefits of seawater. Finally, Sofitel has

special offers and exclusive services for family holidays. Every child is welcomed like a

prince or princess with their own “Le Petit Prince” kit.AUDI Confidential Page 5 11/13/2014

Each day, the Sofitel Ambassadors as our employees are called, welcome customers and let

them share in the experience of our hospitality and “handmade” service. Among these

Ambassadors, our receptionists are passionately devoted to excellence for our guests’

satisfaction, whether it’s a friendly hello, a restaurant suggestion, or fulfilling an

exceptional request. In addition, as part of its Human Resources programme, Sofitel offers

its employees a tailored career development plan called the “Ambassadors

Programme”. Aimed at our 26,000 employees, it gives personalised support to our teams on

a professional and personal level. This three-part programme aims to attract talented

people, retain them through specialised training, and offer them career opportunities.

Client Business Objectives and Initiatives2

SOFITEL use your pi for the following purposes:

a) to manage your reservation and booking:

- To book and reserve Accor hotel rooms and requested accommodation;

- To establish and maintain business records and comply with accounting requirements;

- For back office processing; including managing a list of undesirable guests, further to a

non-payment, or to improper behavior, etc.

b) to manage your stay at the hotel:

- To track consumption (telephone, bar, internet, pay TV…);

- To access rooms.

c) to improve our hospitality services, including:

- To process your pi in Accor’s clients relationship management (crm) program;

- To better understand your needs and requests;


- To tailor our products and services to better suit your desires.

d) To send you newsletters, promotions and marketing material or contact you about

tourism, hospitality or services, hotel promotions, or about Accor partners. You can

choose to unsubscribe from our email newsletters service by clicking a link in one of our

email newsletters.

e) to improve our Accor services, including:

- To conduct surveys and analyze guests’ questionnaires and comments and activity

patterns

- To manage guests’ complaints.

- To let you benefit from our loyalty program

f) To secure and improve your use of Accor internet websites, including:

- To improve website navigation and;

- To implement security and fraud prevention means.

g) To comply with local regulations (e.g. retention of business or accounting documents)

Client Organization Chart3


• Accor Hotel Organizational Chart


General Manager

Rooms Division

Front OfficeRevenue / ReservationsDuty Management

F & BKitchenTechnical ServicesHousekeeping

Finance Sales and Marketing &

Conference & Catering Sales

Executive Assistant Manager

Human Resources

PA to the General Manager

• Food and Beverage Department


• Front Office Department

• Housekeeping Department


• Technical Services / Engineering Department

• Chefs Department


• Revenue / Reservations Department


• Sales & Marketing Department

• Human Resources Department


• Finance Department

Client Contact List4


Customer NeedsCustomer budget 5:

According to the quarterly report 4/2013 of an investment fund VOF - Vinacapital.

Net operating profit of the Sofitel Metropole Hanoi reached 20.2 million in

2013.

At the end of 2013, the average occupancy rate of rooms at Sofitel Metropole nearly

70%. Revenue for the year reached 37.6 million hotel and having a net profit of

USD 20.2 million from operating activities, get over 1.2% and 2.5% compared to the

goals and expectation of operation for the year. The rate of return on equity (ROE)

reached 25.5%.

In 2014, Sofitel Metropole's revenue goal is USD 38.7 million and total profit of USD

20.5 million, go up 2.9% and 2% compared to achievement in 2013. At VOF, Sofitel

Metropole investments accounted for 8.6% of net Asset Value (NAV) of the fund as

of the end of 2013.

By the end of 2013, the net asset value of VOF was 745.6 million, equivalent to 3.01

USD / fund certificate, go up 0.1% compared to last quarter 3/2013. Profit in 2013

reached over 90 billion VOF, 3 times higher than the previous year.


Name Title Telephone Number E-mail Address

Felicia Giordimaina

Diversity Coordinator

+61 (0)2 9280 9615 [email protected]

Javier Cedillo-Espin

Vice President Communication and Loyalty, Asia Pacific

+ 65 6408 8840 [email protected]

Antonietta Varlese

Head of Corporate Communications in Latin America

+55.11.3818.631 [email protected]

mailto:[email protected]

mailto:[email protected]

Product Information1/ Company Information

Audi is a manufacturer of luxury cars and sport utility SUV with a long history over 100 years. The company was founded in Germany in 1910 and so far has belonged to Germany. There are average of 51,504 employees in the past fiscal year. Net income is 49,662 EUR millions.In 2013, their goals involved superior financial strength in order to make structures and processes effectively, systematic investment management and the ongoing optimization of cost. Moreover, they focused on the continuous growths with total 1,575,280 cars delivered


and they also want to achieve top image position and customer mix. Next, they want to be the leaders in innovation about the design and technology. In order to be leading premium brand worldwide, they is reliant on the capability and binder of the best and most highly qualified workers. Finally, there are the sustainability of products and processes to reduce CO2 and use natural resource frugally. Audi Quattro car is seen as the first application of the four-wheel drive system, so the car has a strong impression in this time. Four-wheel drive system has helped Audi win consecutive awards in the sports car racing and eventually Quattro has appeared in all of the Audi lineup. Through the 1990s, Audi began to move change your target market to compete with high-end German automakers Mercedes - Benz and BMW. BMW, Mercedes-Benz and Audi are the biggest rivals in the luxury car segment. The competition of three famous luxury brand in Germany is gradually heating up, after sales outpace Audi's rival BMW even in the early days of 2014 and the new compact car from Mercedes also helped to increase strong orders. All 3 are targeting record-breaking sales in 2014. Mercedes-Benz also has shorten sales gap with two competitors BMW and Audi in the luxury car segment in May 2014, thanks to the explosion of the line S-Class and E-Class.2/ Product Line

Q Series involve Q3, Q7 and Q5 that have average price in the market, but this is the case of balance between price and quality. Because the customers is Sofitel Hotel and they want find out the luxury cars to transport the VIP customers and their supervisors. Therefore, Q series is suitable for them because the design is large and legend. Having or more four seats make customers feel comfortable and can put a lot of bag gages.

• Audi Q3: The introduction of the Audi Q3 in fall 2011 increased the Audi brand’s

SUV family to three models The Q3 combines the dynamics of a compact car with the spaciousness and versatility of an SUV. Average price: 23,875 pound6

• Audi Q5: Streamlined, sporty and luxurious, the Q5 is like no other car in its class.

The Audi brand delivered 176,084 (147,088) of the Audi Q5 to customers during the year. Since appearing on the market at the end of 2008, the midsize SUV has developed into a high-volume car line and a major driver of growth. Average price: 31,370 pound7

• Audi Q7: Technology, luxury with comfort and versatility in one dynamic

package .Demand for the Audi brand’s largest SUV, the Q7, and once again rose year on 2013. The Company delivered 52,529 (43,251) vehicles to customers. Average price: 43,895 pound 8


Competitor

1/ Mercedes-Benz Mercedes-Benz first appeared in June 28, 1926 and is a German automobile manufacturer, a multinational division of the German manufacturer Daimler AG. The brand is used for luxury automobiles, buses, coaches, and trucks. The headquarters of Mercedes-Benz is in Stuttgart, Baden-Württemberg, and Germany9

In Vietnam, Mercedes-Benz Vietnam Ltd. Was founded in in 1995 as a member of DaimlerChrysler, Mercedes-Benz Vietnam is one of the top auto makers in Vietnam. It supplies both passenger cars and commercial vehicles to the market.10

. Address Contact Email

Mercedes-Benz Vietnam Ltd.

693 Quang Trung, Ward 8,

Go Vap District, Ho Chi Minh City, Vietnam

Tel: +84 - 8 - 35889 – 111

Fax: +84 - 8 - 35890 - 199

[email protected]


2/ General Motors

General Motors Company, commonly known as GM, is an American multinational

corporation headquartered in Detroit, Michigan that designs, manufactures, markets and

distributes vehicles and vehicle parts and sells financial services. General Motors produces

vehicles in 37 countries under ten brands: Chevrolet, Buick, GMC, Cadillac, Opel, Holden,

Vauxhall, Wuling, Baojun, Jie Fang, UzDaewoo11

GM Vietnam Motor Company is an automobile manufacturer based in Vietnam and a

subsidiary of the GM Korea Company was officially established in December 1993 as a

joint-venture between the Korean Daewoo Motor Corporation and the 7983 Mechanic Union

Enterprise that was owned by the Vietnamese Ministry of Defense.12

3/ Audi SWOT Analysis13



Strength Weakness

1. Available in both petrol and diesel variants with a huge product portfolio

2. Wide range to cars to choose from starting from Hatchback to Luxury SUVs

3. Equipped with superior features like parking sensors, LED illuminated interiors, Air bags, traction control and much more

4.Elegant styling of both interiors & exteriors

5. Latest technology like Quattro and FSI provide refined and efficient engine performance

6. Well established brand which helps in the brand recall

7. Has approximately 50,000 employees worldwide

8. The brand has actively been involved in motorsport and sponsorship of many sporting and premium events

1. High maintenance & handling cost

2. Limited presence in emerging markets where some other brands have taken over the market

Opportunity Threats

1. Expanding automobile market and available space

2. Opportunity to leverage brand recall and acquire newer customers

3. Expansion of product portfolio by entering into low cost cars

4. Increasing manufacturing capability to meet increasing demand generated through advertising

1. Increasing fuel costs

2. Competition from other big automobile giants

3. Product innovations and frugal engineering by competitors

4. Limitations due to government policies in entering foreign markets

Sales StrategiesThe fact that Sofitel Plaza Hotel have been considered as one of the most luxury and expensive hotel in Vietnam has already show the financial capability of Sofitel in Vietnam’s market. In 2013 alone, Sofitel Plaza Hotel ‘s revenue reached 37.6 Million USD in 2013 that bring 20.2 Million USD Net Income from operating activities which exceed 1.2% and 2.5% compared with the 2013 Financial Plan of Sofitel. Furthermore, Sofitel Plaza Hotel plan to reach 38.7 Million USD Revenue and 20, 5 Millions USD Net Income with the investment accounted 8.6%. Increase 2.9% and 2% compare with 2013.14

2009 15 2010 16 2013 17 2014 18

(Forecast)

Revenue $21,235,464 $24,958,545 $37,619,781 $117.53

Net Income $5,465,151.75 $7,477,266.75 $20,257,869 $136.82

Income of Sofitel Plaza HotelIn the other hand, the sales of Audi Q Series had increased significantly in 2013 compared to 2012 show the interesting in the Q series in the Asia market in general and in Vietnam market in particular. This is the advantages for Audi to implement this Sales Strategies when the client already have interested in the products and the capability to purchase those products.

2013 2012

Audi Q3 68,543 42,050

Audi Q5 115,145 100,185

Audi Q7 26,252 25,558

Audi Q Series Sales in 2013 and 2012 19

However, obviously Sofitel Plaza Hotel‘s investment will not only spend to purchase new transportation when they have many other thing to considering. Therefore, the prices of the products will be one of the most important factors that can determine the decision of Sofitel Plaza Hotel as well as the success of this Sale Strategies. Although automobile is one of the


products with high taxes in Vietnam which increase the prices of the products in Vietnam market and of course, Audi Q series is not an exception.

Model Engine Gearbox Vehicle Capacity Maximum Torque

Price(USD)

Audi Q3

2.0L 7 AT 210/5000-6200 300/1800-4900 $77,014.40

Audi Q5

2.0L 8 AT 224/4500-6200 350/1500-4500 $99,555.20

Audi Q7

3.0L 8 AT 333/5500-6500 440/2900-5300 $154,968.00

Audi Q Series Prices in Vietnam 20

Let assume that Sofitel Plaza Hotel is willing to spend 35% of their investment which approximately $300,000. That amount can purchase at least two automobiles only in 2014. With the time period from July 2014 to June 2015 which has 2 investments – one for 2014 and one for 2015, there is possibility that Sofitel Plaza Hotel will purchase at least 3 automobiles from Audi if the products can satisfy their need and demands.

Brief Sale Forecasting for Audi Q Series Sale Strategies:

2014 2015

Period 3rd Quarter 4th Quarter 1st

Quarter2nd

QuarterProduct Q3 Cars

Q5 CarsQ7 Cars

Q3 CarsQ5 CarsQ7 Cars

- -

Quantity 18 Q3 Cars18 Q5 Cars10 Q7 Cars

10 Q3 Cars10 Q5 Cars34 Q7 Cars

- -


Total Quantity 46 Cars 54 Cars - -

Prices ( Pound)18 x 23,875 = 429,75018 x 31,370 = 564,66010 x 43,895 = 438,950

10 x 23,875 = 238,75010 x 31,370 = 313,70034 x 43,895 = 1,492,430

- -

Total Sales 1,433,300 2,044,880 - -Discount 5% 1,361,635 - - -Discount 10% - 1,840,392 - -

Financial Forecast1) Sale Strategies for 2014

In 2014, Sofitel Plaza plan to invest 8.6% of their Net Income to improve their performance. However, as one of the most luxury and expensive brand of Accor Group, their facilities, employees as well as necessary supplies and equipment for hotel daily operation has reach the stage of almost perfection. Ironically, this advantage creates disadvantages for them when now they don’t have many options to improve their performance. Although they have such smooth and perfect operation, there are two factors that may cause problems not only for Sofitel Plaza Hotel but many other businesses – the unpredictable weather and chaos traffic condition in Vietnam21. It will be disaster not only for the business but also their client if they have to seek transportation in the middle of a hurricane or they have to wait hours in the poor quality vehicles such as Taxi or Bus because of the traffic jam in rush hour. Those situations will definitely affect the reputation as well as operation of the business, especially for luxury and expensive brand such as Sofitel Plaza Hotel. For this sort of obstacle, it will be most beneficial for Sofitel Plaza Hotel if they have a team of luxury automobile responsible to transports important guest and business partner of Sofitel Plaza Hotel. Audi is one of the most famous with the best quality automobile by default by Vietnam market and customer22. It will be the best choice that match for the reputation and high-class of Sofitel Plaza Hotel. However, with the gold location in downtown, Sofitel Plaza Hotel is too far away from the airport and until now, the most common ways for customer of business partner want to visit Sofitel Plaza Hotel is using the taxi service and the most popular with high quality taxi service in Vietnam is Mai Linh Group but the fares is also expensive compare to other Taxi Group in the city.


Mai Linh Group Taxi Fares23

Of course in most of the case, customer of business client who want to make contact or visit Sofitel Plaza Hotel need to pay these expense on their own money, although as one of the AUDI Confidential Page 24 11/13/2014

Model First 0.7 km Each addition 0.8km up to 30th km

From the 31st

Km

Toyota Vios – Yaris

11,000 VND 15,800 VND 12,500 VND

Toyota Innova G

12,500 VND 17,500 VND 14,500 VND

Toyota Innova J

12,000 VND 16,800 VND 13,500 VND

KIA Morning 10,500 VND 14,800 VND 12,200 VND

Each minute of wait time: 3,000 VND

most luxury hotel chain not only in Vietnam but all over the world, letting important client or customer to find their way to the Sofitel Plaza Hotel all by themselves may affect the reputation of Sofitel Plaza Hotel in particular and Accor Group in general more or less. Therefore, it is very important for Sofitel Plaza Hotel to have a luxury transport team to transport client to and away from the hotel without increase the expense to maintain and operate the team significantly. The Audi Q Series with effective, low fuel consumption will guarantee the positive result and performance of the investment in Audi.

Model Fuel Consumption

For 100km 24

Fuel Prices 25

RON A92

Total

Audi Q3 7.3l – 7.7l

$1.2 / Liter

$8.76 - $9.24

Audi Q5 7.9l $9.48

Audi Q7 7.2l $8,64

Not only serve the purpose of transportation, this luxury transport team also plays an important role in marketing and advertising for Sofitel Plaza Hotel. With the images and brand of Sofitel Plaza Hotel on the vehicle, now each of the automobile will become a brand ambassador to propagate Sofitel Plaza brand to the public. This will allow Sofitel Plaza Hotel to saves a significant expense for advertising and marketing, two purposes but only one investment. Although it would be wise that Sofitel Plaza Hotel should purchase at least two vehicles to prevent unpredictable situations can occur such as broken vehicle or rising in demand. Therefore it is possible to set the goal to sell at least two automobile to Sofitel Plaza Hotel in 2014.However, there are many competitors that have the capability on the same or higher level than Audi in many aspects such as Mercedes or Ford and General Motors. The sales person need depend on the advantageous geographical location of Audi Showroom that only 200 meters from Sofitel Plaza Hotel, it will be convenient for Sofitel Plaza Hotel with the after-AUDI Confidential Page 25 11/13/2014

sale services as well as assistance from the manufacturer with the products and if they purchased automobile from Audi.

2) Sale Strategies for 2015

The favorable result in purchase Audi Q Series will facilitate the development Sofitel Plaza Hotel performance and business. This advantages also increases their budgets for the year 2015 as well as opportunities for Audi to sell more automobile to Sofitel Plaza Hotel in 2015. However, it would be possible for Sofitel Plaza Hotel to choose another luxury automobile manufacture to place order to create variety and option for customers to choose from. Sales person need to cling on the ideas that Sofitel Plaza Hotel is not a transportation services company. The transport team is only there to support the main operation of Sofitel Plaza Hotel. When purchase from more than one manufacture, it will lead to many other problem that need to be solved such as repair, maintain the vehicles. All of these factors can result as unwise investment that backfire and cause harm to Sofitel Plaza Hotel operation. Furthermore, the Uniform Effect with identical vehicle will build a professional images that express the luxury, expensive reputation of Sofitel Plaza Hotel.The advantageous geographical location of Audi Showroom also plays an important factors again for the Sale Strategies in 2015 with Sofitel Plaza Hotel. Identical vehicle mean simplified the services that would make both Audi and Sofitel Plaza Hotel operation become more effective. If something happen, Audi can send their employees over to Sofitel Plaza Hotel to find the solution for the problem immediately. If the vehicles need to be sending back to the Audi Showroom for father inspection and repair, it won’t cost too much time in travel between Sofitel and Audi. This will allow Sofitel Plaza Hotel to spend the lowest cost for Audi Services.Beside, when using identical vehicle, it will create the affect that the operation of Sofitel Plaza Hotel never or less likely to face any problem. If one of the vehicle are broken or having trouble that cannot be operate, Sofitel Plaza Hotel can mobilize another vehicle that look exactly the broken one to the customer. This will minimize the negative result of Sofitel Plaza Hotel be leaked out to the public.

Plan Implementation


In order to implement that will ensure the chance of success of the Sale Strategies, sales person need to send products information in advance to the Sofitel Plaza Hotel. This will allow Sofitel Plaza Hotel to have the ideas about the features of the products and what can that product do for the Sofitel Plaza Hotel forward with series of phone call to set up appointment with the Sofitel Plaza Representative to have a chance to discuss.

However, as one of the tradition in Vietnam and Asian, the process would be easier and convenient if both parties have a close relationship. Of course it will better if doing business with someone you already know which will minimize the risk and disagreement during the discussion and negotiation. Most common way to archive the trust and build relationship with cline is to invite them out for dinner or create a get-together. This will also increase the chance to meet with the high rank employees who actually can make the decision for the Sofitel Plaza.

Once to have the chance to set an appointment to discuss doing business, salesperson need to persuade and present the benefits of the products to Sofitel Plaza Hotel as well as any necessary promotion or service in order to negotiate.

Action Plan

Content Purpose Delivery Methods

Frequency/Timing

Responsibility

Products Advertisement

Introduce the product to Sofitel Plaza Hotel

EmailNewsletters

Weekly( Jul – Aug 2014)

Audi Sale Representative

Set up Dinner Appointment

Build relationship with Sofitel Plaza Hotel

Phone CallMeeting

Weekly(Sep – Nov 2014)

Audi Sale Manager

Product Demonstration

Present and Demonstrate feature and benefit of Audi Q series to Sofitel Plaza Hotel

Meeting November 2014

Audi Sale Manager


Orders and Discuss and negotiate to have common Meeting November 2014

Audi Sale Manager


Promotion Negotiation

agreement upon the quality and quantity of order.


Delivery and Confirmation of Order.

Deliver the vehicle over Sofitel Plaza Hotel and confirm the quality and quantities of order.

Meeting December 2014

Audi Sale Manager


Although after the first successful doing business between Audi and Sofitel Plaza Hotel, it will be easier and faster for Audi to increase sale activities and discussion with Sofitel Plaza Hotel. However, with only that wills not guaranty the success of the Sale Strategies. Therefore in Sale Strategies for the year 2015, most of the time will be used to negotiate and discuss between Audi and Sofitel Plaza Hotel which can account 2 to 3 month if condition is favorable for both of the parties.Action Plan for Sale Strategies 2015

Content Purpose Delivery Methods

Frequency/Timing

Responsibility

Orders and Promotion Negotiation

Discuss and negotiate to have common agreement upon the quality and quantity of order.

MeetingMonthly

(Mar – Apr 2015)

Audi Sale Manager


Delivery and Confirmation of Order.

Deliver the vehicle over Sofitel Plaza Hotel and confirm the quality and quantities of order.

Meeting December 2014

Audi Sale Manager



Required ResourcesWith the advantageous geographical location of Audi Showroom and Sofitel Plaza Hotel, Audi have reduce a huge amount of cost in travel and accommodation for Sale Team of 5 (one manger, 4 representative) to engage with the Sofitel Plaza Hotel.However, there are some significant expense that need to consider before implementing the sale strategies:

Description Expense Quality Responsibility Total

1 Phone Expense $25 / Person 5 Sale ManagerSale

Representatives

$125

2 Dinner Expense(With Client)

$500 / Week 4 Sale Manager $2,000

3 Meeting Expense $50 / Person 5 Sale ManagerSale

Representatives

$250

4 Other Expense(From Jul 2014 – Jun

2015)

$500 / Person

5 Sale ManagerSale

Representatives

$2,500

TOTAL: $4,875


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Retrieved June 25, 2014, from http://www.accor.com/en/brands/brand-portfolio/sofitel.html

2. What are the purposes?. (n.d.). . Retrieved June 25, 2014, from http://www.sofitel.com/gb/security-certificate/index.shtml#07

3. ACCOR HOTEL Org Chart [Compatibility Mode] pdf. (n.d.). . Retrieved June 25, 2014, from http://ebookbrowsee.net/accor-hotel-org-chart-pdf-d182584587

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