PLACE2STAY2010

PLACE2STAY2010 Emlyn Jacoby E-Marketing Plan Tony Gauvin 31 October 2008

PLACE2STAY2010Company description • Bed ‘n Breakfast service that will be available for the 2010 Soccer World Cup that is going to be hosted in South Africa. • The choice of name is very distinctive as it is very short, easy to remember, and states what is being provided/offered • The reason people will remember this name, is because it will remind them of the important date, the year and the fact that they are in search of a place to stay, hence the name

PLACE2STAY2010cont… • The main reason that made me pursue this idea was that many hotels and market lodges will be fully booked and asking extreme prices • I will be providing exactly what tourists are looking as well as transport, food and computer/internet access. • One should be excited about my idea as they will not only get to learn about what a wonderful country South Africa is and what it has to offer but the insights of how my business is going to be run

PLACE2STAY2010Mission statement • Mission is to promote my initiative to the rest of the world as one of the top Bed ‘n Breakfasts’ in the greater Johannesburg Metropolitan area. • By expanding my exposure via the Internet (with multiple networks and links), mass marketing (bill-boards, local news papers and magazines) and introducing travelers to undiscovered resources.

SWOT ANALYSISStrengths • Affordable accommodation at a prime time when all prices will be increased. • I offer “home away from home” experience through specialty cuisines and great facilities. • Very neutral and situated in a great location. Easy access to all major routes. • African climate, hot weather all year round • Owners is very passionate, has unlimited knowledge of surrounding areas and inside connections within the local soccer community. • South African economy is very weak, all foreign tourists will be spending more than normal.

SWOT ANALYSISWeaknesses • I am weak in relation to competitors with regards to the amount of experience I have. • My business or brand visibility is rather limited in comparison to other businesses in the industry that have huge financial backings. • Crime rate in South Africa is the highest in the world • My bed 'n breakfast has limited amounts of rooms therefore I will only have limited sales. • Financial limit or restrictions being a first year venture

SWOT ANALYSISOpportunities • Growing industry market that is only going to receive more global exposure due to 2010. • The favorable market conditions will suit me from a growing market, to the increase in sales from this sporting event. • Primarily reliant on sales via Internet, it is important to be educated on present technology and its costs. • Internet is a great expense in Africa and somewhat rare in certain parts. An emerging technology that will support my business is the improvement of Internet access and technology in the African continent. • Development of more cost effective Internet access, can only benefit my business. • Changes in legislation that will support my business in granting of a liquor license without the need for costly registration fees.

SWOT ANALYSISThreats • Competition from all the well known, established businesses in the same industry. • Competitors are always getting bigger, with the budget they have at their disposal, their marketing and advertising campaigns are going to be seen more frequently on a broader scale in comparison to mine. • The increasing number of additional hotel styled Bed 'n Breakfasts into the industry. • Legislative rules that set restrictions on my business due to its residential location (noise and building expansion) • Hackers are considered a constant threat to computer based businesses. • Slump in the economy is always a potential threat to all business owners.

Strategic AnalysisDemand Analysis International tourist arrivals (in millions) The year 2010 is expected to bring more then 10miliion tourists to South Africa. Data analysis aids me with what the needs and wants tourists require which is to feel safe, great hospitality and ease of transportation. Tourists can experience the prestigious historical heritage, the diversity of the different cultures that exist and enjoy the different cuisines, world renowned wines and all the different activities.

Strategic AnalysisSegment Analysis Tourists to South Africa in percentage terms My two major target market segments would be classified in Generation X and Y. Target tourists from all over the world and local customers who need the facilities for various events, as well as those traveling from other provinces and just need a quality place to make their traveling lay over much easier, or for accommodation during the world’s biggest sporting event

Strategic AnalysisSupply Analysis • Positioning: Place2Stay2010 will be well positioned as one of the country’s top Bed ‘n Breakfasts accommodation options that is on offer. It is a great facility where people will come to enjoy while on vacation, either it being for the Soccer World Cup, experiencing the mixed cultures, Safari tours, wine tours ,deep sea cage diving with great white sharks My main objective here is that ‘Place2Stay2010’sells itself through the benefits the world cup will bring.

Strategic Analysis Supply Analysis • Differentiation: At Place2Stay2010 you will experience a home away from home feeling, including all what South Africa has to offer. Place2Stay2010 has kept up with internationals standards that are required when tourists make our home their vacation. At Place2Stay2010 you will find quality, luxurious, yet affordable, lodging for vacationers, local and international visitors. Service of Place2Stay2010 will be of high quality and will make your stay in South Africa unforgettable.

PLACE2STAY2010Company Objectives • Minimum of 70% occupancy rate averaged throughout year 2009 • Demonstrate a 100% occupancy rate during the course of the soccer world cup • Increase profits during 2010 by 20-30% • To increase market exposure using Internet technology, direct advertising (brochures, newspapers, magazines) to Asia, Europe, Africa, Americas and the Middle East • Through incentives and increased exposure from the Internet, increase off-season occupancy by 30% in 2008, • Increase the off-season use by divesting into other uses for our property (cater parties, receptions, weddings, corporate functions.

PLACE2STAY2010Product (offer) • I have two types of strategies • First- Bed ‘n Breakfast reservation- where the customer just utilizes the lodging services. Second- Bed ‘n Breakfast reservation plus all extra amenities included. The activities that are offered, transportation, food, tours etc • I plan to collaborate with local tour agencies and businesses throughout the area by offering packages that have special rates with in-kind incentives for the co-operating merchants • Transport will also be made available for guests to utilize

PLACE2STAY2010Price • Two pricing strategies, Penetration and Value based pricing. The reason that I combined the two strategies was that they are both relevant to my industry. • Sell rooms directly to repeat customers, as well as via traditional travel agents and through the Internet. • Off Season Prices are $180 per night (small unit, off season ) and $250 per night (bigger unit). Seasoned Prices are $320 per night (small unit) and $380 per night (bigger unit)

PLACE2STAY2010Place (Distribution) • All retailing of Place2Stay2010 will be conducted by myself, this being ‘Place2Stay2010’. • The service will be made available to consumers through direct selling and marketing, no middlemen will be required. • There is an attractive and interactive website www.Place2Stay2010.com with the logo ”Home away from Home”.

PLACE2STAY2010Customer relationship management • My goal or “Place2Stay2010” is to please and satisfy tourists with great hospitability service, making tourists come back promoting Place2Stay2010. • Tourists just visiting South Africa will automatically want to return. There is always a possibility of a bad experience (service, price, safety). In mentioning that, that will encourage certain customers to never return and spread the news through word of mouth of their bad experience.

PLACE2STAY2010Implementation Plan • Positioning of Place2Stay2010 is a vital key, being neutral gains a much needed advantage to become the best B&B in the Randburg area among the numerous tourists • Continuously updating the website • Build strong market position among the local customers • Not only maintaining sound financial management of the business but management of the property • Evaluate and analyze tourist data in reference to prior year statistics

PLACE2STAY2010Budget • Income Statement for PLACE2STAY2010

PLACE2STAY2010Evaluation Plan • My goal of this E-marketing plan is to make people aware that Iexist. • Analyzing company data by comparing previous years to present and conducting various surveys, and research. • By conducting this I will have a measurement scale on how my plan is striving and successful to working on aspects of my plan that need to be altered, enhanced or removed.

PLACE2STAY2010References • http://64.233.169.104/search?q=cache:8EajdTJ7OEwJ:www.environment.gov.za/HotIssues/2007/ToursmConf/SA%2520tourism%2520presentation%2520for%2520Handout%2520Vinod.ppt+how+many+new+tourists+would+go+to+south+africa+graph&hl=en&ct=clnk&cd=1&gl=us • http://www.southafrica.info/plan_trip/holiday/tourism-160108.htm • http://sarocks.co.za • http://www.larktours.com • http://www.bizjournals.com/baltimore/stories/2008/07/21/daily8.html • http://blogs.sas.com/jmp/uploads/agesexbars.png

PLACE2STAY2010

PLACE2STAY2010

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