最佳成本戰(zhàn)略案例設(shè)計(jì).

1、Capsule HotelCapsule HotelSStrategicStrategic Management Management2014.5.122014.5.12OverviewOverviewProduct &ServiceProduct &ServiceAttentionAttentionExternal Environment AnalysisIndustry AnalysisCompany AnalysisStrategyStrategyConclusionConclusion01010202030304040505ContentContent0101OVERV

2、IEWOVERVIEWS CAPSULE HOTEL0101S S Capsule Hotel is a type of hotel developed in Japan that features a large number of extremely small rooms (capsules) intended to provide cheap, basic overnight accommodation for guests who do not require the services offered by more conventional hotels. S is the abb

3、reviation for “Snail”. 0202PRODUCTPRODUCT&SERVICE&SERVICE0202-3.1m3.1m- -1.4m-iPad with free wifiA foldable table and chairs The micro fire extinguisherEquipments for showerSwitch for light and temperatureP PLANLAN0202S STEREOGRAMTEREOGRAMRoom SizeRoom Size：9.1149.1140202S SERVICEERVICECafEn

4、tertainment room (snooker, mahjong)A self-service laundryGymnasiumReading roomVending machine(with drinks and foods)0202V VALUE CHAINALUE CHAINSupport ActivitiesFirm infrastructureOrganizational structure and culture, financial, marketing HR ManagementWaiters recruiting and training, performance man

5、agement, compensation and benefitTechnolo g y DevelopmentOnline booking, hotel system, capsule room intelligent systemProcurementReal estate, hotel supplies, cleaningPrimary ActivitiesBookCheck inAccommodationO t h e r ServicesC h e c k outMarginMargin0303STRATEGYSTRATEGYPEST, 5-FORCES, SWOT0303E EX

6、TERNAL ENVIROMENTXTERNAL ENVIROMENTPESTANALYSISP PoliticaloliticalE EconomicconomicS SocialocialT TechnologicalechnologicalThe integration of the country in various cities through the planning of regional resources, expanding tourist routes , solid cornerstone of tourism development, enhance tourism

7、 brand image, to build the citys image , so the more obvious advantages of tourism resources , tourism driven economic development of the national economy , tourism services has become a major supporting industries . The capsule hotel belongs to the hotel industry is also developing fast.Economic de

8、velopment, incomes will lead the development and the development of tourism projects. Tourism market, capsule hotel services market will stand out from many other industries , the situation is excellent .China is the worlds second largest economy, per capita GDP reached 5,000 U.S. dollars, with 115

9、days of public holidays , with the spare cash , with time, people will be involved in a variety of live content , Chinas tourism industry began to enter the new situation and new stage of comprehensive development in the growth and popularity . Owns one-third of leisure holidays that we saw leisure

10、industry , tourism economy , the development of the hospitality industry will face a golden opportunity and enter a new stage of development .Internet age has brought to the hotel industry, a wide range of marketing, has brought great economic benefits, the hotel management in enterprise information

11、 management systems to facilitate better statistics in the capsule hotel , planning , and configuration aspects of the work , in addition, the capsules Hotel marketing , Internet marketing business execution , is attracting more consumers. Development of electronic technology has broadened the hotel

12、 industry development space capsule, capsule hotels under the impetus of technology products for the industry with the development of products incorporating new content. 0303I INDUSTRY ANALYSISNDUSTRY ANALYSISSuppliersThe cost impact of budget hotels have two primary factors: the first is the cost o

13、f investment, and the second is the operating costs. In order to control investment costs, many budget hotels to lease the plant, warehouse or office building opened the way to the hotel, pay the rent levels far below its normal trading on the rental market. Meanwhile in the hotel transformation, ju

14、st even do not accept imported equipment to reduce costs.BuyersOf budget hotels, the ability of patrons bargaining is very high, because the economy hotel brands, and the low level of differentiation between each other, a large choice patrons. Also due to the large number of business travelers on bu

15、dget hotels have certain preferences, so the hotel at the same time improving service, its price is also a powerful guarantee to gain competitive advantage.SubstitutesAs the hotel industry in the economy hotel segment, its primary threat comes from two aspects: the low price of high-star hotel and t

16、he existing social price of hotels and guest houses. Potential EntrantsAs the economy hotels barriers to entry are relatively low and exit barriers, so there will still be some new hotel brand to enter into the industry. Hotel factors determine barriers to entry barriers mainly by capital, product d

17、ifferentiation, management experience and market capacity to decide. Existing RivalriesWith the economy hotel market competition increase, the hotel companys development approach is also changing. Currently, in addition to the Ibis still adhere to the way of independent investment outside the domest

18、ic development of stores, other hotel companies are the franchise as the primary way of development.The primary competitors are: Home Inn, star hotels in Jinjiang, Hanting Hotel, Super 8 hotels, etc.0303Price/QualityPrice/QualityGeographic CoverageGeographic CoverageS STRATEGIC GROUP MAPTRATEGIC GRO

19、UP MAPHighLowFew localitiesMany localitiesS Capsule S Capsule HotelHotel0303C COMPANY ANALYSISOMPANY ANALYSISS S WWO O T TThe high level style compared with the youth hostelThe low price compared with chain hotelsFully infrastructure and caring serviceThe high level style compared with the youth hos

20、telThe low price compared with chain hotelsFully infrastructure and caring serviceNarrow space for living. Lack of customers confidencePotential safety hazardNarrow space for living. Lack of customers confidencePotential safety hazardThe potential students market, small group of touristsBusinessman with low budgetImpact