pensiunea talmacel
TRANSCRIPT
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PLAN DE MARKETING
PENSIUNEA Talmacel
JUDETUL SIBIU
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SUMAR :
1.Prezentarea aacer!!
". #$!ect!%e &trate'!ce
(. Anal!za S)#T
*. Se'mentarea +!ete!
,. -rm/larea +lan/l/! 0e maret!n'
Pr0/&/l
Pret/l
Prm%area
2nc/renta
3. Anal!za macrme0!/l/! 0e maret!n' 4anal!za PEST5
6.E%al/area &! cntrl/l
1.Prezentarea aacer!!
2e! ce +ret/!e&c nat/ra 7 ce! ce %!&eaza la +tec! !n'/&te 0e m/nte 7 ce! ce %r &a /!te +r8t 0e cate%a
z!le ca &/ntem cn0amnat! &a tra!m +e $etane &! a&alt/r! !nc!n&e 7 ce! ce ta&ne&c la racarea+a0/r!lr &! la &/net/l %!/ al ra/r!lr 0e m/nte 7 &a ne ca/te .
#ra&/l Talmacel
Pr!ma ate&tare a &at/l/! Talmacel e&te 0ata !n an/l 1*,(7 0ata c/ +r!ma 0e+la&are a re'el/! La0!&la/al 9lea !n acea&ta zna7 ;!n0 ment!nat 0/+a 0c/mentele acele! %rem!7 alat/r! 0e Talme&c
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a+ar!C!a /nr +en&!/n! m!n/nate7 +en&!/n! ce era am!nt!r! 0e ne/!tat %!z!tatr!lr ace&t/! clCrmane&c
Pr!ma ate&tare a &at/l/! Talmacel e&te 0ata !n an/l 1*,(7 0ata c/ +r!ma 0e+la&are a re'el/! La0!&la/al 9lea !n acea&ta zna7 ;!n0 ment!nat 0/+a 0c/mentele acele! %rem!7 alat/r! 0e Talme&c
De&cr!ere :
9!la LA 2HEIE7cn&tr/ct!e "??37 ara &er%!c!! 0e ma&a7 &aln &er%!rea me&e! "?+er&ane7 !0eala+entr/ UN GRUP 0e +r!eten! 1?1"+er&. 9!la &e !nc
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Tip cazare Price
Cazare/camera/noapte 20 euro
Cazare/camera/weekend 39 euro
Cazare/noapte/toata vila 100 euro
Cazare/weekend/toata vila 185 euro
Pat pliant suplimentar 5 euro/noapte.
e aplica discount 10! la cazarile de mai mult
de doua nopti.
Pentru ar"atorile de Paste#1 $ai#Craciun si
%evelion sunt tari&e speciale.Pentru detaliicontactati'ne(
)acilitati *
tructura spatiu de cazare*
+r. total de locuri,persoane-*10+r
+r. Camere du"le*3
partamente* 1,2 dormitoare cu o "aie cu dus-
+umar su&raerii/livinrooms* 1
otari camere* tv.
ratarivada
Terasa
Curteucatarie utilata compl
pa calda permane
Tv ca"lu in toate spatiile de caza4ncalzire* centrala proprie pe
4ncalzire in pardosea2 paturi pliante,daca e nevoi
+umar locuri de parcare proprii* lte &acilitati* sanie cu cai,cont
cost-
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". #$!ect!%e &trate'!ce
Obiectivul principal
Il re+rez!nta rec/+erarea !n%e&t!t!e! 0e ,?.??? 0e e/r !n termen 0e 0! an!. D/+a acea&ta+er!a0a !n care !n%e&t!t!a !n!t!ala %a ; amrt!zata7 &e %a trece +e +r;t.
Pentr/ real!zarea ace&t/! $!ect!% e&te nece&ar /n %en!t z!ln!c 0e m!n!m "*? R#N7 +r%en!n00!n &er%!c!/l 0e cazare7 la care &e a0a/'a &! %en!t/r!le 0!n &er%!c!!le 0e al!mentat!e 0e a'rement.
Daca ace&t %en!t m!n!m n/ &e real!zeaza z!ln!c7 &e re+rteaza !nca&ar!le &a+tamanale7 !n
cn0!t!!le !n care !n eeen0/r! &e e&t!meaza c/+are a lc/r!lr 0e cazare 0e 1?? .
D!n %en!t/r!le $t!n/te 0!n al!mentat!e &! a'rement &e %r ac+er! c
2nt!n/!tatea 'ra0/l/! 0e c/+are +ermanenta la /n n!%el 0e 6? 7 c/ a@/tr/l &!&temelr 0e+rm%are7 +rec/m &! a +ret/l/! atra'atr 0e c!rca 1, E/r+er&z!.
In termen 0e tre! an! &e e&t!meaza cre&tere a n!%el/l/! 0e c/+are 0e la 6? la ?7 0aca+ret/r!le &e %r ment!ne la ace&t n!%el re0/&7 ata 0e +ret/r!le +ract!cate 0e alte zne t/r!&t!ce &a/c
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Amena@area /n/! $az!n 0e !nt7 +rec/m &! /n/! teren +entr/ &+rt %r ; real!zate 0!n %en!t/r!le$t!n/te 0!n al!mentat!e &! &er%!c!!le cm+lementare7 mar!n0/&e cm+le!tatea &er%!c!!lr er!te &! a'ra0/l/! 0e &at!&act!e a cl!ent!lr.
De a&emen!7 0r!m &a le er!m cl!ent!lr n&tr! +&!$!l!tatea 0e a &e $/c/ra atat 0e nat/ra7 cat&! 0e relaare &! 0!&tract!e la cte ma!me. De aceea7 a%em !n %e0ere c/m+ararea a 0/a AT9/r!7 care%r +/tea ; !nc
-!0el!zarea cl!ent!lr &e %a real!za +r!n cal!tatea &er%!c!!lr +/&e la 0!&+z!t!e7 +r!n &+!tal!tatea+er&nal/l/!7 0ar &! +r!n act!/n! &+ec!;ce: acr0area 'rat/!ta a /lt!m/l/! m!c 0e@/n 0!n z!/a +lecar!!.
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(. Anal!za S)#T
Puncte &orte Puncte sla"e
' accesi"ilitatea zonei
' locatie atractiva
' natura neatinsa si nepoluata in mare parte
' distanta mica de i"iu
' personal ama"il si politicos
' rad ridicat de curatenie in pensiune
' parcare pazita
' diverse servicii complementare
' crama proprie
' populatia prietenoasa si ospitaliera
' zona in mare parte muntoasa
'posi"ilitatea platii cu card
' ultimii km de acces sunt &ormati din d
macadam
' privatizarea 6aotica
' personalul nu are cali&icare in turism
' personalul nu cunoaste lim"i straine ,in lim"a enleza-
' pensiunea nu are notorietate
7portunitati menintari
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' construirea unor noi partii de sc6i in Talmaciu
' eista planuri privind as&altarea drumului demacadam
' noi relementari privind scutirea de impozitul pe
venit/pro&it a unitatilor din turismul rural
' potential de turism cultural
' mestesuuri artizanale ,porti secuiesti# mo"ilierpictat-
' numarul mare de concurenti indirecti ,ca"ade vacante# etc.-
' insu&icienta surselor de apa
' aentiile de voia care promoveaza si
concurente mai cunoscute
' sc6im"area leislatiei in vioare privind turistice ,intrarea in :.;.-
*. Se'mentarea +!ete!
Se'mentarea +!ete! &! ale'erea &e'ment/l/! t!nta &e !m+art 0/+a /rmatarele cr!ter!!:
0em'ra;ce: %ar&ta7 &e7 e0/cat!e7 +r%en!enta 'e'ra;ca7 l!m$a %r$!ta7 etc.
ecnm!ce: %en!t7 +re&!e7 etc.
+&!
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-!!n0 zna !n care nat/ra e&te arte +/t!n aectata 0e m7 &/nt a&te+tat! cl!ent!! !n0ra'&t!t!0e nat/ra &a/ +er&anele carra le +lace 0!
#rele 0e ec
Pl!m$ar!le c/ car/ta &a/ c/ &an!a 4+e t!m+/l !ern!!5 &e ac +r!n $/na%!nta +r+r!etar/l/! ca!lr7care &! !n&te&te t/r!&t!! !n ec/r&!!.
Dr/met!!le &! +l!m$ar!le !n nat/ra a/ /n &c+ recreat!% &! e0/cat!%. G
,.". Pret/l
Pret/r!le +ract!cate 0e catre +en&!/ne &/nt !n cncr0anta c/ +ret/r!le +ract!cate 0ecnc/renta7 0ar c/ &er%!c!! &/+l!mentare ma! %a&te7 care re+rez!nta /n a%anta@ ata 0e ace&ta. Ama$r0at acea&ta +l!t!ca 0e +ret 0atr!ta a+t/l/! ca !n zna n/ &e aa alta /n!tate 0e a'e&t 'en7 care&a +ata er! &er%!c!! 0e cazare la ace&t n!%el.
Pret/l +ac
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Am a0+tat +rm%area +r!n !nternet care e&te arte e;c!enta7 !m+l!ca &! c&t/r! re0/&e &! are ar!e mare 0e acce&!$!l!tate. Acea&ta +rm%are c/+r!n0e a;&area +en&!/n!! c/ tate &er%!c!!le er!te&! t'ra;!7 alat/r! 0e celelalte +&!$!l!tat! 0e cazare 0!n zna. De a&emen!7 e!&ta +&!$!l!tatearezer%ar!lr cm+/ter!zate +r!n &!&tem nl!ne7 care /nct!neaza +ermanent !ntre mana'er/l+en&!/n!!7 a'ent!!le 0e t/r!&m &! cl!ent!.
Pentr/ a ne ace c/n&c/t! am +tat +entr/ reclama !n z!ar/l lcal7 0ar &! !n +/$l!cat!!le 0e +r;l
care +rez!nta +rt/n!tat!le 0!n zna.
In %e0erea +rm%ar!! +en&!/n!! am a+elat la !nterme0!ar! &+ec!al!zat! !n r'an!zarea 0e%acante7 e%en!mente &! man!e&tar!7 atat 0!n tara cat &! 0!n &tra!natate.
,.*. 2nc/renta
na Talmac!/ e&te zna t/r!&t!ca !nt!n&a care a atra& /n n/mar mare 0e !n%e&t!tr! !n0men!/l t/r!&m/l/! r/ral7 ace&t!a re+rezentan0 cnc/rent!! +en&!/n!! Talmacel.
M!@lacele 0e cazare &/nt %ar!ate: +en&!/n!7 ca&e 0e %acanta7 cam+!n'7 $/n'al/r!7 etc.
Pr!nc!+al/l cnc/rent al +en&!/n!! Talmacel e&te +en&!/nea -larea 0e clt>7 0atr!ta a+t/l/!
ca e&te &!n'/ra lcat!e care era &er%!c!! 0e cazare &! al!mentat!e &!m!lare &er%!c!!lr er!te 0e n!.
A%anta@ele na&tre ata cnc/rent/l +r!nc!+al cn&t/a !n am+la&ament/l +en&!/n!! &! &er%!c!!le&/+l!mentare +e care le +/nem la 0!&+z!t!a cl!ent!lr n&tr!.
2elelalte &tr/ct/r! 0e cazare n/ a/ +&!$!l!tat! 0e al!mentat!e a t/r!&t!lr !n re'!m +r+r!/7 !arcn0!t!!le 0e cazare &/nt arte a&emanatare !ntre ele.
In cntet/l +rezentat7 /n!c/l &!n'/r cnc/rent 0!rect e&te +en&!/nea -larea 0e 2lt7 ata 0ecare am ale& &a +ract!cam acelea&! tar!e ca &! ace&ta7 0ar c/ &er%!c!! &/+l!mentare ma! %ar!ate &! ma!atract!%e7 $ene;c!!n0 0e a%anta@ele lcat!e! m/lt &/+er!ara 0!n +/nct/l 0e %e0ere al r/m/&et!!nat/rale.
3. Anal!za macrme0!/l/! 0e maret!n' 4Anal!za PEST5
P Me0!/l +l!t!c &! le'!&lat!%
Pen&!/nea &e &/+/ne le'!lr !n %!'are +r!%!n0 0tar!le &! +re&tarea &er%!c!!lr &! +ract!ca cnc/renta l!ala.
2a0r/l 'eneral al 0e&a&/rar!! act!%!tat!! 0e t/r!&m:
#.G. nr. ,1 +r!%!n0 r'an!zarea &! 0e&a&/rarea act!%!tat!! 0e t/r!&m !n Rman!a
Le'ea nr. 6,,"??1 +entr/ a+$$area #.G. nr. ,1 +r!%!n0 r'an!zarea &! 0e&a&/rarea act!%!tat!!0e t/r!&m !n Rman!a
H.G. nr. 1(""??1 +r!%!n0 cla&!;carea &tr/ct/r!lr 0e +r!m!re t/r!&t!ce
#r0!n/l m!n!&ter/l/! t/r!&m/l/! nr. ,1?"??" !n teme!/l H.G. 1(""??1 +r!%!n0 cla&!;carea /n!tat!lr0e t/r!&m
H.G. nr. (?,"??1 +r!%!n0 ate&tarea &! /t!l!zarea '
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H.G. nr. (113 +entr/ a+r$area met0l'!e! 0e a%!zare a 0c/mentat!!lr 0e /r$an!&m +r!%!n0zne &! &tat!/n! t/r!&t!ce &! a 0c/mentat!!lr te2mert/l &! &er%!c!!le7 0e&! c/ +n0ere ma! m!ca !n ecnm!a @/0et/l/! S!$!/7 &/nt ram/r! 0!nam!ce7
ma@r!tatea act!%!tat!lr cmerc!ale &! 0e +re&tar! &er%!c!! real!zan0/&e +r!n /n!tat! c/ ca+!tal +r!%at.
2re&terea ma! accent/ata a +rett/r!lr 0e cn&/m !n ra+rt c/ cea a &alar!!lr &! +en&!!lr7 carecn&t!t/!e cea ma! mare +arte a %en!t/r!lr ++/lat!e!7 a 0eterm!nat +e 0e +arte re0/cerea cerer!!&l%a$!le7 +e 0e alta +arte m0!;carea +r!r!tat!lr !n &tr/ct/ra 0e c S Me0!/l &c!al7 c/lt/ral &! nat/ral
In acea&ta zna n/mar/l ++/lat!e! /ct/eaza 0ata c/ %en!rea 'r/+/r!lr 0e t/r!&t!. Ace&t!a7+r!n a'!tat!a +e care +r%aca !n ace&t me0!/ l!n!&t!t +/tem &+/ne ca a0/c %!ata> !n &at. T/r!&t!! &/nt+r!%!t! ca ;!n0 !ntere&ant! &! 0!n ace&t mt!% lcaln!c!! !ncearca &a !ntre !n le'at/ra c/ e!O !ar ace&t!ntere& e&te rec!+rc.
De cele ma! m/lte r! &e !n;r!+eaza le'at/r! 0e am!c!t!e !ntre t/r!&t! &! lcaln!c!7 !&tr!&!n0/&!rec!+rc !ntam+lar! 0!n %!ata lr7 0e&+re znele lr 0e +r%en!enta &! me0!/l lr 0e %!ata. Lcaln!c!! &/ntamen! &!m+l!7 0e la tara7 caracter!zat! 0e $/n &!mt7 re&+ect &! &+!tal!tate7 ;!n0 !me0!at !n0ra'!t! 0et/r!&t!. Lcaln!c!! n/ &/nt 0eran@at! 0e t/r!&t!7 %en!t/l m/ltra 0!ntre e! +r%en!n0 !n ma@r!tate
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0!n act!%!tatea t/r!&t!ca. Pe t!m+ 0e !arna %!z!tatr!! +t +art!c!+a la /n $!ce! arte %ec
A&+ect/l 'e'ra;c al zne! c/+r!n0e ma! m/lte rme 0e rel!e &+ec!;ce zne! 0e 0eal &!m/nte. Se 'a&e&c a!c! %a!7 0eal/r!7 m/nt!7 c/r&/r! 0e a+e7 +rec/m &! %e'etat!a cre&+/nzatare 4+a0/r!0e !a&e &! ne!a&e7 $raz!7 +lante me0!c!nale7 +rec/m &! m/lte el/r! 0e r/cte 0e +a0/re5. Intrea'azna Iz%arele &!a +r!m!t 0en/m!rea 0e la n/mar/l mare 0e !z%are c/ a+e +ta$!le7 care &e 'a&e&c !n
ma@r!tatea +a0/r!lr &! a/ cm+z!t!e c
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Tra0!t!! &! $!ce!/r!
2aracter!&t!ce &/nt ca&ele cn&tr/!te 0!n 'r!nz! ma&!%e 0e lemn7 c/ ac+er!& !nalt7 ac+er!t c/&!n0r!la. In acea&ta zna /n rl 0e&e$!t a/ +rt!le. Prt!le tran&m!t
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Ttal/l !n%e&t!t!e! at!n'e &/ma 0e ,?.??? E/r.
Se +recn!zeaza rec/+erarea ace&te! &/me !n termen 0e " an! eect/an0 /rmatr/l calc/le&t!mat!% n/ma! +entr/ &er%!c!!le 0e cazare:
0aca !nm/lt!m tar!/l 0e 1? E/r +er&ana z! c/ rata 0e c/+are a +en&!/n!! 0e 6? z!ln!c46 t/r!&t!57 t!m+ 0e " an!7 a0!ca 6(? 0e z!le7 rez/lta /n ttal 0e ,1.1?? E/r.
D!n al!mentat!e &! &er%!c!!le 0e a'rement &e %r ac+er! cM!c 0e@/n , E/r+er&. " E/r+er&.
Pranz 1?"? E/r+er&. , E/r+er&.
2!na 1? E/r+er&. , E/r+er&.
#re 0e ec
Tra&/ra San!e c/ ca!: * E/r * +er&." re 0!n care (? E/r !! re%!n +r+r!etar/l/! 0e ca! &!ec
Pa!nt$all: 1, E/r6,?'lante+er&. 0!n care E/r !! re%!n ;rme! care +/ne la 0!&+z!t!eec
Dr/met!e: ( E/r+er&. t/ra $an! care !! re%!n !n ttal!tate '
Se e&t!meaza a ; $t!n/t /n %en!t ma! mare 0!n al!mentat!e 0ecat 0!n &er%!c!!le &/+l!mentare.