Mouhcine

Boudanes

Executive Summary

Buisness decription

Company Analysis

Industry Analysis

Customer Analysis

Competitive Analysis

Strategic Plan

Operations Plan

EXECUTIVE SUMMARY

Vision

Our vision is to exceed the expectations of our guests, inspire and

reward our associates and respect the environment as well as the

cultural differences of the local community.

Active leaders: We develop actively the local comunity.

Respect: We respect the objectives of our shareholders, the values of our guests, and the cultural differences in the locations in which we operate.

Teamwork: Each team member brings his own creativity, passion and individual expertise to complete the whole picture.

Integrity: We are honest and straightforward in our interactions with our shareholders, guests, colleagues and the communities in which we operate.

Satisfaction: Our customer’s satisfaction Is our first priority.

Attentiveness : We offer a typical service, adapted and customised to the needs of each customer.

Mission

Our Mission is to produce outstanding services faithfully reflecting

traditional and ethnic designs that offer the highest standards of

product and service and to deliver staff with an environment that

enables them to arrange for operating standards beyond the level

of our guests’ expectations

EXECUTIVE SUMMARY

A city in the begining of a big mutation

Park surf Inauguration (costed 13M de dirhams)

Project a dock for cruise ships

Only 2005 hotel rooms in the whole region (Doukala abda)

1st school of ceramique in the wor ld , and developped craft

activity.

LOCATION

BUISNESS DESCRIPTION

Artiza is a 4* Stars hotel and offers accommodation and

associated services to local, regional, national and international

tourists and travelers.

The particularity of our hotel is that it offers the best services in

the area, and maintain the traditional aspects of the design, in

addition to artisanal workshops And handcraft activities…

90 Saphir

20 Crystal

25 Diamond

15 Artiza Deluxe

Saphir Crystal Junior and Senior

Suite

Artiza Deluxe Diamond

Food service is intended to serve

regional tradional dishes. Made by

our chefs, and moroccan catering

professionals.

Artiza will offer several recreational facilities. services available include:

pool, sauna and workshops ( ceramic and pottery).

Artiza will also offer access to activities in the surrounding area. The

region offers amenities as can be expected of the location.

For

fam

ilie

s

• Child care

• playground

For

busi

ness

tra

vele

rs

• office space, secretarial services and broad band Internet connections

• fully equipped meeting rooms for conferences

For

couple

s w

ithout ch

ildre

n

• walking, hiking, bicycling, boating and other water sports and historical tours of local cities

For

single

and g

roup tra

vel

• sports and recreation, dinner dance evenings, guided tours and organized coach travel

For

physi

cally im

pair

ed

• adapted to persons who travel in wheelchairs, need nursing care, have vision or hearing difficulties or otherwise require easy access to amenities, services and accommodation

inquiries with existing and potential

customers

requested information from

community business support groups

collected catalogues, price lists and brochures of competitors

The market wil l be good for mil l ions of Dirhams a year, After a short period of low activity in the launching of the Hotel. The

hospitality industry wil l be projecting a stronger surge starting from 2017, in which period a significant increase in activity is anticipated. Revenues as well as supply and demand all suggest a period of optimistic positive growth.

Also Visitors taking the new high way just built between Safi and Eljadida (and l inking it to Marrakech and Agadir) wil l be the primary source of this growth.

We expect that the increased preferences for domestic travel, close-to-home destinations, and highway travel wil l highly boost Artizas’ visitor numbers for sure.

MARKET ANALYSIS

Regional analysis :

The size of the market in the region has a very low occupancy rate.

But Artiza intends to capture the regional cl ients, and a portion of

the national and international market. Which wil l experience a

progressive evolution, based on our studies.

4 and 5 stars hotels in the area average 100 rooms, and room rates

of 400 to 600dh. Artiza will capture a portion of family visits’

tourism that yearly visits the area.

REGIONAL ANALYSIS

Market share objectives :

The number of direct competitors is estimated at 0. This is because

Artiza will offer convention facilities that are unmatched in the

region with size and pricing.

For substitution services and products, l ike ordinary hotels, guest

houses…Artiza , wil l attract some of their cl ients due to it ’s

concept, location ,4 stars category, and also it ’s formula and

pricing strategy.

COMPETITION ANALYSIS

MARKETING PLAN ANALYSIS

Strategic marketing

STP Process:

Segmentation

Targeting

Positioning

Mix marketing

The Four P’s:

Product (Service)

Place

Promotion

Price

STRATEGIC MARKETING

MIX MARKETING

Product/service

• Differciation-diversification

• Adapted to a niech demand

Place

• Direct distribution

• Tel 30%

• Internet 40%

• Walking 15%

• T.A & T.O 15%

• Desintermediation

• pull

• Allotement*

Promotion

• Internet advertisement (tripadvisor…)

• Ads compaigns (publipostage, tv, radio, sponsorship)

Price

• Competition price

• Acceptability price

• Revenue Mangement tools

• Yield management

60% tourists,

25% family visits

10% Buisness

5% others

FUNDS REQUIRED

In addition to traditionnal methods of financing,we will use crowdfunding. Crowdfunding is a

way of raising finance by asking a large number of people each for a small amount of money.

The investment of 200 Mill ion dirhams wil l be sourced as followed :

Financial analysis

(By 10 K-MAD)

Financial Resources.

Communication barriers.

Seasonality of activity.

Weak touristic infrastructure, and low investment in facilities, hotel and leisure facilities.

Unskilled staff.

SWOT ANALYSIS An unique offer including artisanal workshops, and surf activities

Rooms Based on a Moroccan tradionnal design

Panoramic view on the atlantic ocean, and proximity to the city center

Low notoriety of the brand name

Very family oriented , No near aeroport, and low railway traffic

Help me find more weaknesses, this Hotel is too amazing

Promessing market, due to 2020’s visions‘ niech tourism and advanced regionalisation

More visitors, and passengers thanks to the new highway , and the dock for cruise ships

Cancellation or delay in the infrastructure constructions

Bad attitude of eastern european and Russian tourists targeted

Arrival of new competutors ( kuweitian project)

P Political

E Economical

S Social

T Technological

E Environemental

L legal

P: Advanced regionalisation

E: economical growth

S: social concience about

tourisme

T: technological evolution

E: environemental potential

L:legal faculities

PORTER’S 5 FORCES

Rivalry among

Competing Firms

Potential Entry of New Competitors

Bargaining Power of Customers

Potential Development of Substitute

Products

Bargaining Power of Suppliers

Generic strategies (por ter)

Dif ferentia tion

In a differentiation strategy a f irm seeks to be unique in i ts industry along some dimensions that are widely valued by buyers. I t selects one or more attr ibutes that many buyers in an industry perceive as impor tant, and uniquely posit ions i tself to meet those needs. I t i s rewarded for i ts uniqueness with a premium price.

STRATEGIC PLAN

Personnel

About 70 people

3 Top Managers

7 Middle Managers

11 Operation Managers

49 workers

Qualities

Well qualified: No large

qualification investement

OPERATIONAL PLAN

Hotel Departements

Direction

Human Ressources

Marketing

Sells

developpement

Catering

F&B

Room service

Accomodation

Reservation

Reception

housekeeping

Entertainement

Workshops

Outdoor activities

Night activities

Finance

accounting

technical

1. Choice of location

2. Permits and Licenses

3. Hotel Construction

4. Recruitment and Training

5. Opening

2017 2018 2018/2020 2020 2021

Key Milestones

VIDEO