Prepared by:

Demeterio, Kent G. Pacabis, Hanna Mae

Manipes, Ian P. Rodrigo, Mark A.

Date: December 18, 2020

Contents
1 Company Description
1.1 The Business
1.1.1 Business Name
1.1.2 Business Structure
1.1.3 Business Location
1.2 Management and Ownership
1.2.1 Names of Owners
1.2.2 Details of Management and Ownership
1.2.3 Relevant Owner Experience
1.2.4 Organizational Structure
1.3 The Future
1.3.1 Vision Statement
1.3.2 Mission Statement
1.3.3 Goals/Objectives
1.3.4 Action Plan
1.4 Why Hotel de Luna?
1.4.1 SWOT Analysis

2 Industrial Analysis
2.1 The Lodging Industry Today
2.2 The Lodging Industry Tomorrow

3 Products and Services

3.1 Products and Services Specifications
3.2 Market Position
3.3 Value to Customer

4 Operations
4.1 Production and Service Process
4.2 Suppliers
4.3 Communication Channels
4.4 Payment Type Accepted

5 Target Market
5.1 Customer Demographics

6 Marketing Strategy
6.1 Pricing
6.2 Marketing and Communication Strategy

7 Competitors’ Profile
7.1 Competitors’ Details
8 Risk Evaluation
9 Proposed Building Concept
I. COMPANY DESCRIPTION

1.1 The Business

1.1.1 Business Name

The planned business will be called Hotel de Luna.

1.1.2 Business Structure

Hotel de Luna will be operated in Corporation form, wherein legal entity that is separate
and distinct from its owners. It is owned by its shareholders who elect a board of directors to
oversee the organization’s activities.

1.1.3 Business Location

Hotel de Luna will be located at the empty lot in Rizal St. Palompon, Leyte, beside the
AJ's Pizza house with the land area of 88.33m x 62.23m.

1.2 Management and Ownership

1.2.1 Names of Owner

Hotel de Luna will be operated through corporation form. The shareholders are the
following:

1. Hanna Mae Pacabis

2. lan Manipes
3. Kent Demeterio
4. Mark Rodrigo

1.2.2 Details of Management and Ownership

We, the shareholders are the owner of the company that controls its activities through
the shares we have in the company. The CEO has a share of 30% while the COO has a 25% of
share, and the 45% shares goes to the VPs of the company.
 1.2.3 Relevant Owner Experience

The partners are graduates of Bachelor of Science in Hospitality Management with

honors. In this field, they are equipped with knowledge about the operations and environment in
lodging industry. During their On-the-Job Training Program, they were all luckily got accepted in
luxurious hotels in our country, Mr. Manipes is now an NC II holder in bookkeeping and the rest
are NC Il holder in housekeeping and in food and beverage services. Ms. Pacabis had
experienced working in a 5-star hotel overseas for 2 years while Mr. Demeterio and Mr. Rodrigo
were in domestic 5-star hotels. And Mr. Manipes were in the accounting department in the
domestic business firm. They have been all engaged with different trainings related to providing
good quality management in business industry with certificates.

1.2.4 Organizational Structure

CEO
Hanna Mae Pacabis

COO
Kent G. Demeterio

VP of Customer Operations Human Resource

VP of Marketing VP of Production
Service Manager Manager
Ian P. Manipes Mark Rodrigo

1.3. The Future

1.3.1 Vision

To be the guests' first choice by aiming to create an everlasting experience through a

highly satisfactory service.

1.3.2 Mission
 To provide genuine heartfelt hospitality that will engrave a unique experience in the heart
and mind of the guests.

1.3.3. Goals/Objectives

a. Generate maximum hotel revenue annually, that is P2,000,000;

b. Generate maximum hotel profit every month, that is P 3,000,000;

c. Keep customer satisfaction high through quality control methods, employee training and
monitoring;

d. Create satisfied employees through incentives and promotions.

1.3.4 Action Plan

Milestone Date of expected Person responsible

completion
1. To be commercially known 6 months from the start of the Kent G. Demeterio
in the Region. operation
2. To become part of a tour After a year of operation. Ian P. Manipes
package wherein Palompon
is one of its destination.
3. To become a premiere After 2 years of operation The whole organization
hotel

1.4 Why Hotel de Luna?

Hotel de Luna will be the first ever hotel establishment in Palompon that offers cheaper
rates yet the products and services are highly satisfactory. The hotel offers 3 types of room the
standard, budget and barkada's room. This is to give the guests the opportunity to choose the
style of the room they wanted. It is also only in Hotel de Luna, among all nearby hotels, which
offers the free utilization of pool during their stay. The hotel’s convention hall is located at the
roof top for the guests to have a great view of the town and a refreshing view of the sea. And of
course, the employees and staff are well-trained so that they will be equipped with knowledge,
appropriate attitude and behavior in handling guests to ensure that the guests will receive a
satisfactory service and become memorable during their stay. And the location of the hotel gives
an easy access to big establishments in the municipality, like fast-food chains, department
stores, pharmacies, etc. as Hotel de Luna established at the heart of the municipality.

1.4.1 SWOT Analysis

Strength Weaknesses

 Located at the town center  New to the market

 Its rates is the same to its competitors  Haven't established its name yet
yet more sophisticated;
 Only few employees have a proper
 Convention Hall is an open area located training prior to their acceptance
at the top of the building which gives a
great view of the place:

 It has 3 different types of rooms that the

guests could choose from;

 Well-trained employees

Opportunities Threats

 Tourists who are looking for  Cheaper rates offered by some

competitors;
sophisticated hotels, Hotel de Luna will
be on its first list;  Incident may happen like drowning

 Competitive intentions
 Market developments
 Environmental effects
 Innovation and technology development  Political and economic effects

 Global influences  Loss of resources

 Business/product development
II. INDUSTRY ANALYSIS

In Palompon, Leyte the hotel industry is expected to see a continued growth over the
next 5 years because of their tourist attraction. Due to rapid changes of the modern technology.
Palompon, Leyte is becoming an active with it comes in enhancing luxury and world class
facilities. As you can see that the tourism in Palompon is their main priority.

2.1 The Hotel Industry Today

Today in this world of technology, guests are getting used to these advanced facilities.
So, Hotel del Luna will be enhancing the facilities into a luxurious to take advantage and stand
out in the competition. They can make sure that our guest feels comfortable to stay. And it is
important that our hotel will be stay updated with the latest trends.

2.2 The hotel Industry Tomorrow

Even though the hotel industry in Palompon, Leyte is trying to actively looking into the new
techniques on how to catch up to the latest trends. In the next 5 years, you will see that the
hotel industry in Palompon, Leyte us improving because of the booming of tourist.
III. PRODUCTS & SERVICES
3.1 Specifications

Product/Service Description Price

Deluxe room A boulevard side deluxe room size is 20m x P4,500/night
15m. This room has one large double bed and
basic amenities (tv, telephone, wi-fi
connection, air-condition, private bathroom &
comfort room with shaver & hair dryer,
minibar, table, chair and desk)
Standard room A 12m x 12m size room. Includes all kinds of P1,200/night
basic amenities and facilities such as tv,
telephone, wi-fi connection, air-condition,
private bathroom & comfort room, chair and
desk.
Budget room A 5m x 5m size room. Includes the basic P750/night
amenities & facilities (double bed, tv, air-
condition, telephone, wi-fi connection, and
private bathroom & comfort room).
Barkada room A 10m x 10m size room which has twin beds P2,000/night
which can accommodate 2-4 persons. And
has the basic facilities & amenities (tv, air-
condition, telephone, wi-fi connection, and
private bathroom & comfort room).
Multi-purpose Hall A large room used for many different types of P5,000/day
events or activities involving a lot of people.
Pool A large pool with 25m x 10m in size. Free for guest

3.2. Market position

Hotel de Luna assure you to be one of the cheapest yet satisfying and comfortable hotel
to stay. In terms of quality and luxurious facilities and amenities, Hotel de Luna is the one that
can be trusted. We make sure that our hotel is up to dates to what is on trends. Hotel de Luna
will serve you well and make you feel at home.

3.3. Value to customer

Hotel de Luna provides value and benefits to its customers beyond the standards and
reasonable prices of our facilities. We are committed to provide our guests with exemplary
personal service and the level of recognition they have come to rely on. Customers with a
luxurious and comfortable environment to do business.
 Customers need to know that they can develop relationships with hotels that guarantee
environmental efficiency and value that are not found in larger and more impersonal
competitors.

IV. OPERATION

4.1. Production Process

The major processes involve in delivering service of Hotel De Luna to the guest are;
process of hotel housekeeping; process of supplying necessary inputs; process of guest arrival
and departure; process of producing the serving food and beverage and; safety and security of
guest.

MANUFACTURING PROCESS

Process of hotel
housekeeping

Process of supplying
necessary inputs

Process of guest
arrival and departure

Safety and security

4.2 SUPPLIERS

Hotel De Luna can't cater all these process without the help of the followings:

 Accent Amenities- provides hotel toiletries

  Mandaue Foam – provides bedroom items
 Nature Spring – for drinking water
 Water Administration and Services of Hinablayan (WASH) – water supply
 Leyeco V – electric supply
 Palompon's Department of Tourism - providing private boat service to and from
Kalanggaman Island for the guests
 Palompon Terminal - partner of Hotel De Luna for Arrival and Departure of guests.

Hotel De Luna needs to have confidence that the supplier is delivering what they are being
paid to. In turn, the supplier needs confidence they will be paid fairly and in a timely manner for
the products or services they provide. The Hotel De Luna and suppliers must (1) understand
and honor contractual obligations, (2) regularly review deliverables and performance, (3) high
level of commitment and work to maintain and; (4) communicate with each other. In order to
have a strong and to sustain relationship.

4.3 COMMUNICATION CHANNELS

Customers may contact via;
Telephone: 352-5488 / (09237627381 / 09373628281)
Email: [email protected]
Facebook/Instagram account: HotelDeLuna page

4.4 PAYMENTS TYPES ACCEPTED

Customers may pay through;
 Cash: Peso or Dollar
 Gcash: Hotel De Luna /09237627381
HotelDeLuna / 09373628281
 Credit
 Cheque

V. TARGET MARKET

5.1 CUSTOMERS DEMOGRAPHIC

 The large number of foreigners across the world who may want to visit Palompon, Leyte
and also the locals who travel within the country are our target market. Due to globalization,
Palompon, Leyte Philippines has become known to its Kalanggaman Island and tourist
destinations has attracted a large number of foreigners and locals for business and leisure, and
also, the Palompon Institute of Technology University for being the second placer of Maritime
Courses among all the universities in the country has attracted a large number of students to
take up to. Within the country, people may have to move from one part of the country to
another. All these people will need accommodation hence HOTEL DE LUNA may help serve
that purpose.

In summary the customer base can be divided into three broad groups:

 Foreigners and locals who want to visit Palompon, Leyte Philippines.

 Students/Foreign students who want to enroll Maritime Courses in the Palompon
Institute of Technology.
 Businessmen who holds conferences
 Locals celebrating weddings, birthdays, and etc.

VI. Marketing Strategy

The goal of our marketing strategy is to communicate the unique set of services that we
offer to the most demanding clients and that is the tourist because we need to please them, they
are the number one source of income because without tourists there is no one to stay in our
hotel. The best way to reach our target audience is by providing them with good quality of
products and services in order for them to give us a high rate and they can refer their
acquaintances to our hotel. Our hotel differs from our competitors here at Palompon since we're
the only hotel that have a rooftop pool and lounge for our guest to chill. Here in Hotel de Luna,
we secure the safety of our guest and give them the best quality of services. The potential
customers that we targeted are the foreign and local tourists that will be going to Kalanggaman
since the Palompon is the gateway to the island.

We try to direct our guests' focus to quality and value issues rather than just the bottom
line costs associated with their stay. It is based on becoming a destination for tourists who are
looking for truly affordable but beautiful and unique lodgings.
 Our marketing strategy will allow us to interact with our brands, develop close
relationships with our customers and suppliers and effectively target the needs of our visitors.
Identify new areas of business within local and national communities.

6.1 Pricing

The Hotel De Luna will be sold for 750 pesos/night for budget room, 2,000 pesos/night
for barkada room, 1,200 pesos/night for standard room, 4,500 pesos/night for deluxe room, and
a Multi-purpose Hall priced at 5,000 pesos/day. We believe that we have services and product
quality and feature advantages, encouraging the use of a price slightly receding competitors.
This pricing strategy, coupled with our efficient production methods, aids in achieving our
relatively high market share for a new product and services entry.

6.2 Marketing and Communication Strategy

With the greater Palompon area, our main target market, will use several different
approaches to advertise our facility. We will use social media in advertising, as well as develop
a Web page that will show our Lodge with our hotel and cafeteria. On route near Lomonon we
will have an eye-catching sign that will alert potential drop-ins of our existence. The Hotel de
Luna is confident that it will not take long, with word-of-mouth recommendations from past
customers, to build up to full capacity. And also, a direct marketing (direct mail) package
consisting of a tri-fold brochure, letter of introduction, and reply card will be sent to potential
guests.
VII. Competitor's Profile

A competitor’s analysis report outlines the strengths and weaknesses of our competitors
compared to our own business.

7.1. Competitor details

Competitor Strengths Weaknesses

PACCI Hotel  Located in the town center  Few staffs

 On-going innovations  Poor online reviews
 Balcony  Lacking certain facilities
 Has its own cafeteria  Outdated website

Hutton Lodge  Cordial staff  Lack of personnel

 Insufficient parking space
 No hotel security that can
protect guests, employees,
and property.
Ylanan Tourist Inn  Approachable staffs  Higher rooms rates
 Balcony  Insufficient parking space
VIII. Risk Evaluation
Hotel De Luna should keep the operation and service well done, and in fact prospering.
The Hotel De Luna do everything in their power to prevent common problems from occurring
have a better chance of retaining their customers and keep an undamaged reputation. It's a
must that manager of Hotel De Luna keeps an eye to the Hotel staff from the staff assigned at
the entrance of the hotel until of leaving the guest of hotel it must be observed.
Here's the list of common issues may encounter in operating the Hotel De Luna.

 Housekeeping Issues

Cleanliness is a basic requirement of every guest. It's a need that remains on top
all the time. Hotel guest would prefer a clean room over complimentary amenities, messy
and unclean room is common guest complain.

Solution
The housekeeping in Hotel De Luna need to be managed well with affectual
strategies and thought process, it needs to be aware of the clean, dirty rooms and must
constantly maintain in common areas.

 Change in Guest Expectation

Rating doesn't matter on the hotel but, the service towards the guest. Providing
Free Wifi, entertainment system, and unique stay experience.

Solution
The Hotel De Luna keep update with the latest hotel industry trend. Doing that
will help the hotel meet the changing guest expectations in a better way.

These are the problems may encounter to the Hotel De Luna.

IX. PROPOSED BUILDING CONCEPT