UNIVERSITI TEKNOLOGI MARA (UITM) PERMATANG PAUH

CAWANGAN PULAU PINANG

DIPLOMA OF HOTEL MANAGEMENT

FACULTY OF HOTEL AND TOURISM MANAGEMENT

HOSPITALITY SALES AND MARKETING

(HTH 367)

ASSESSING THE HOTEL ORGANIZATION’S SALES AND MARKETING PLAN

STUDENT’S NAME: NUR ALIA NAJIHAH BINTI ASMADI

MATRIX NUMBER: 2020625872

GROUP: PHM1105B2

LECTURER’S NAME: AHMAD HIDAYAT BIN AHMAD RIDZUAN

DATE OF SUBMISSION: 07/02/2023

 TABLE CONTENT

NO CONTENTS

1 Organizational profile

2 List of products or services

3 Customers relationship marketing (CRM)

4 Microenvironment

5 Macroenvironment

6 Methods of getting feedback from customers

7 Market segmentation and targeting

8 Market positioning

9 Product life-cycle

10 Promotion

11 Direct and online marketing

1. ORGANIZATIONAL PROFILE

a) ORGANIZATION’S NAME

b) ORGANIZATIONAL CHART

(President)
Mandy Chew Siok Cheng

(Senior Vice President)

-Corporate Service-
Tiu Kwe Yee
(Senior Vice President)
-Sales Marketing-
Steve Woon

(Operation Manager)
Jonas Ong

(General Manager)
Ben Ho Chang Peng
 (Senior Manager)

-Business Development Government Liaison-

Rosman Bin Abd Rahim

(Art Director)

Lee Wei Wang

 (Director of Food and Beverages)

Warren Ronald Azavedo

(Director of Engineering)

Mahandran A/L Kunhi Kannan Nambiar

(Head – Internal Audit)

Yew Zhen Jia

 c) ORGANIZATIONAL HISTORY

Lexis Suites Penang was incorporated under Lexis Hotels and Resorts. Lexis Hotels and Resorts
was established back in 1995. Then, Kl Metro Group which a property developer planned to
officially open Lexis Suites Penang in 10 June 2016. Lexis Suites Penang create their name
successfully and winning a lot of award in hospitality industry, one of them is World Luxury Hotels
Awards 2017. It is because of its uniqueness that can attract the guest to come over Lexis Suites
Penang. The difference was the hotel private pool in every room. It is the first hotel that have
private pool in the Pearl of the Orient. Other than that, Lexis Hotels and Resorts Group also have
another branches for examples Lexis Port Dickson and the newest one was Lexis Imperial. This
can be proved that Lexis Hotels and Resorts already create their own name in hospitality industry
in Malaysia.

d) ORGANIZATION’S ADDRESS

28, Jalan Teluk Kumbar, 11920 Bayan Lepas, Pulau Pinang.

e) OBJECTIVES
1. To build up the Group to a leading level regionally and internationally.
2. To deliver a unique and memorable hospitality experience of international standard that
turns every guest into repeated business.
 f) GOALS
1. Practice efficient and prudent management in a professional manner without compromising
quality, to ensure optimum returns for owners as our key priority.
2. Commit to provide superior services and exceptional guests’ experience at all time as our
key priority.
3. Maintain transparency, integrity, honesty, and care in all our business dealing.
4. Foster teamwork and cooperation among team members who are committed provide the
resources and drive to get the job done, resulting in a seamless and successful effort from
all involved towards achieving personal and corporate goals.
5. Seek and implement innovative and creative ideas to face all challenges and meet the
expectations of owners and investors.
6. Implement sustainable programs by promoting and adopting responsible environmental
practices.
7. Provide care for the community by engaging in corporate social responsibility activity.

g) INTERESTING HIGHLIGHT
i. Provide a family friendly hotels and also a breath taking view of the ocean.
ii. Provide an elegant service by offering a warm and grace in our own definite ways.
iii. Placed at prime location in Malaysia which one of the most attractive places in this country.
Other than that, our hotel offers a lot of accommodation to cheer up our guests. For
examples, bar and recreation center that placed in 8th floor.
iv. After that, our hotel also easy to access especially for the senior citizen who is a wheelchair
rider. It is because this hotel suitable for all ages. In addition, Lexis Suites Penang also
provide a bedroom for disabled person.
v. Prides itself in providing hospitality management services for the development and
operations of hospitality related industries such as wellness spa and golf course.
2. LIST OF PRODUCTS OR SERVICES

- Tangibility

Tangibility is a service or product that we can see and touch it. It is showed by the technical
appearance of the hotel or certain products that the guest can touch and sense it. One of the
example of this product is the recreation’s tool that the guest can play and experienced it by
themselves.

- Intangibility
It is one of the elements that we cannot feel, see and touch it. It is senseless and it only
can be experienced once the guest purchased it. The feedback or compliment can be get
after the guest received the service. This is can called as tangible product evidence. It can
be defined by the ways of the service that we offered to our guest as an example. Other
than that, it can be simplify as they do not have a physical appearance and existence.

- Inseperability
For this type of service or product, the service provider and receiver cannot be separate.
Both of them must be in place when the service is being provided. The relation between
them are the part of the product. They need to know the process that will be carried out.
For example, the guest that attend a fine dining restaurant need to know the menu of that
day and also the flow of the service. So that, they can predict the process that they
received later.

- Variability
Variability will be need to be a questioned who, when, where and how. All of the question
will be answered by the person who provide the product or a service. All the service will be
produced and consumed simultaneously. During the period of demand, product deliver is
difficult to make due to the fluctuating demand. Product consistency depends on the service
provider’s skills and performance at the time of exchange are the meaning of the high
degree of contact between the service provider and the guest.
  Managing consistency
1) Invest in good hiring and training procedures
The importance of the good workers and training is the things that we need to be
determined and emphasized. The company need to hiring or recruiting the right
employee based on its experienced. Other than that, they also must provide a good
training for employees who is highly skilled workers and low skilled workers. It is
because no one will miss and left out. Personnel exhibit of the worker or service
provider must be neat and well trained. The six characteristics of the personnel exhibit
are Competence (skill and knowledge), Courtesy (friendly, respectful and
considerate), Credibility (trustworthy), Reliability (service consistently and accurately)
and Responsiveness (respond quickly).

2) Standardize the service performance process throughout the organization

Diagramming the service delivery system is the process to show to the guest on how
a process works and stages that will be different need to go through. The delivery
system in a service blueprint when diagramming the service.

3) Monitor customer satisfaction

To monitor customer satisfaction, the suggestion is by using suggestion and
complaints system, customer surveys and comparison shopping.

- Perishability
Perishability in marketing industry known as the property company of service thst cannot be
stored for later use. The meaning of that is the service provider must manage the capacity
and demand if they want to maximize revenue. It is because the service provider cannot
bring forward the unsold inventory. They must have followed the management strategies for
service businesses down below:

1) Managing service differentiation

First and foremost, the differentiation is the things that will be faced by consumers. It
is because there will be a lot of different things that they need to check before purchased
it. One of them is the price. For this problem, the service providers or product producer
 need to develop a differentiated offering. It can be done through innovative features. For
example, ordering facilities by restaurant to pick up orders. It is such an innovative
because the can order through app and can collect it without need to order it by counter.
This can be classed in E-Commerce.
There are three ways that the service companies can use to differentiate their service
delivery. The first one is through people. Other than that is physical environment and
lastly through process. The image of companies can be differentiated through symbols
and branding.

2) Managing service quality

Managing service quality is the process where the companies or service provider need
to manage the quality of the service that will be delivered to the customers and
consumers. The service need to be provide to satisfy the consumers and the service
providers must to make sure that the service is exceed customers’ service quality
expectation. The expectation is the things based on past experienced, words of mouth
and service firm advertising.

3) Managing service productivity

In this process, the service providers need to be more skillful and intelligence. The
company must make sure that their workers can delivered the service smoothly and
skillfully. The way to get good workers is the service firm need to hire new workers that
can work harder and more skillful. Other than that, service firm need to train the current
staffs better. After that, service firms need to industrialize the service. It can be done by
adding equipment and standardizing production. As we can see in Macdonald’s
company, they assembly line approach to fast food retailing. By doing that, we can
harness the power of technology.

4) Resolving customer’s complaint

For this process, service firms need to empower frontline service employees. The
organization must take action to resolve complaints A.S.A.P. All the complaints can be
set by comment card. By using comment card, we also know what the customer not
satisfied and we can see what they want us to improve in their own ways. Provide a
hotline number to help the customer and to ease them. Lastly, provide suggestion or
comment box to know the customers need and want.
5) Managing employees as Part of the product
As we can see, a lot of companies faced the problem where the employees are critical.
Internal marketing includes training and motivating employees to provide good customer
service. The good service provider who can encounter the guest or consumers politely
and professionally. Any point of which the employees encounters the customers is a
point of encounter.

6) Managing perceived risk

Alleviate customer anxiety due to inability to experience the product beforehand is the
things the salesperson or company need to do. The example of the customers’ anxiety
is a setting of their wedding ceremony. The anxiety can be reduced by knowing the truth
and facts about that things. So as a salesperson, you need to gain the clients trust by
letting them know the success records by the hotel-testimonial letters, awards and bring
them a tours of that hotel. In addition, we can offer the familiarization trip to the clients
to encourage them to experience the enterprise in a low-risk situation.

7) Managing capacity and demand

Service capacity and quality must be maximized by the manager during times of high
and low demand. Customers complaint increase when service firm operate 80 percent
capacity is the reason why the capacity and quality of the service must be maximizing.
To manage capacity, customers need to be a part of the service provider. It can be done
by involving the customers in the service delivery system. This can be mean by self-
service. Other than that, use part time employees to give a hand and rent or share extra
facilities and equipment. Furthermore, the companies should cross train their
employees. Lastly, schedule downtime during period of low demand and change the
service delivery systems. To manage demand, the company should use price to create
or reduce demand, in addition, use reservation as a platform to booking. It can decrease
the overbooking issues. Other than that, use Revenue Management for example, Yield
Management. After that, by using queueing we can know customers turn. Lastly, shift
demand to low period and create promotional event.
3.CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

 Family Getaway Package

Family Getaway Package includes:

 Accommodation in room category of choice for two (2) nights.

 Daily breakfast for two (2) adults and two (2) children at Roselle Coffee House.
 Welcome fruit platter
 Set Dinner for two (2) adults and two (2) children at Roselle Coffee House.
 One-time high tea for two (2) adults and two (2) children at Satellite Restaurant and
Bar.
 The Penang Heritage Tax of RM3.00nett is payable upon check-in from 1 January 2022
onwards.
 No cancellation or amendment allowed once the booking is confirmed.

Terms and Conditions:

 No cancellation is allowed once booking has been confirmed. Postponements may be

allowed due to Covid-related risks, however, prior notice (minimum 48 hours) is required.
 Offer is applicable for all room types.
 The package must be booked at least 03 days ahead of time.
 Advantages
o Easy to discover new customers
o CRM can help to increase customer’s loyalty.
o CRM help customers to increase their revenue.
o The sales and marketing process can be simplifying after using CRM.

 Benefits
o CRM will help to produce trustworthy and good reporting.
o CRM help to improve customers service to be better.
o Assist to increase sales.
4.MICROENVIRONMENT

Microenvironment is the environment that can called and referred as an environment that directly
contact with a company. Microenvironment can affect the business routine activities right away.
It can influence the companies’ performance because it directly bears on the firm’s regular routine
activities. But, the fact is microenvironment will not affect the company operation. The elements
of microenvironment are existing competitors, suppliers and marketing intermediaries.

 Competitors
Competitor is one of the most things that the company keep worry about. The rival sellers
that operating in the operating in the same level of industry are the meaning of competitors.
When the company produce the same product as us but in a cheaper price, the consumer
will automatically choose that product. So, to prevent this issues happen we must take
note about the nature and the environment around us. We can use Product Differentiation
as we can see it is because we can do some new innovative to differentiate our product.
But, in adjusting our marketing we must focus on needs and wants of the consumers. The
existing competitors can be identified and closely observe. It is because we can see it
clearly from the markets. As a marketer, we must adapt to the need of the target market
and also adapt to the strategies of other companies or called as our rival.

There are four level of competitions that every company must be faced. First and
foremost, it is companies that offer similar service to the same customers at a similar.
Furthermore, companies that make the same product or class of products. After that,
companies that supply the same service. Last but not least, companies that compete for
the same consumer dollars.

To give the examples of the competitors for Lexis Suites Penang are Hard Rock Hotel,
Mercure Hotel, Golden Sands Hotel, Olive Tree Hotel who provide the same product and
service same as the hotel.

 Supplier
Suppliers is one of the person we need to make sure the operation going smoothly.
Suppliers are the one who provide a company the inputs like raw materials, stocks and
more. The firm’s position and its capabilities can be change by the suppliers. Relationship
 between firm and its supplier called as power equation. Suppliers can be affected the
business and marketing plan if short order and price of goods goes up.

First and foremost, the supplier in Lexis Suites Penang is Arabica Estate. Arabica Estate
is one of the company that produce and the major producer in roasted bean in Penang.
Other than that, Sofresh is for chilled juice and it has been use in many companies for
example airlines, hotels and restaurants. After that, the main producer for alcoholic
beverages for Lexis Suites Penang is Carlsberg Company. It has been used at Satellite
Bar, Banquet and Karaoke Lounge. It is depending on customers’ request.

 Marketing intermediaries
Marketing intermediaries known as a connection between manufacturers and
consumers in product distribution. Marketing intermediaries is a firm that help a company
to promote and sell its product. It is also can give benefit to the manufacturers because
they can reduce the distribution cost. Marketing intermediaries can be defined as
wholesaler, retailer, agency or broker.

In marketing intermediaries, there are two types that we can class it. Firstly, marketing
service agencies who help a company to formulate and implement marketing strategies.
It can be seen in public relations, direct mail houses and agencies. Second is financial
intermediaries. The main uses of this is to help company to finance their company. For
example, bank, credit companies and also insurance company.
5.MACROENVIRONMENT

Macroenvironment is the external and uncontrolled environment in a business. The uncontrolled

things are the thing that impact decision making in an organization and affect the company
performance. Other than that, macroenvironment also influenced by the set of external forces and
factors. For the factors and forces, it has seven of them. The seven things are competitive forces,
demographic forces, economic forces, natural forces, technological forces, political forces and
cultural and social class.

Competitive forces are a forces the unpredictable in hospitality industry. The meaning of
competitive factors is the competition between companies who produce the same service or
product to a target market. The ability of companies to enter and exit markets are the two forces
to that affect competition. First and foremost, entry barriers prevent firms from getting into a
business. Exit barriers is to prevent them from leaving. Restaurant industry is one of the industry
that we can see as low barriers to entry. It is because due to the costs of building a hotel and the
scarcity of good location.

Demographic environment is the next elements of macroenvironment. It is referred to the study

of human population in terms of size, density, location, age, sex, races, occupation and other
statistics. There are three difference characteristics of the age structure population. First, baby
boomers and known as the people who born during World War II between 1946-1964. In addition,
generation X or else known as “birth dearth” who is born between 1965-1976. Lastly, millennials
who is known as Generation Y and echo boomers. They were born between 1977-1994.

Furthermore, economic factors, it is referred to buying power in market. It also referred to the
external economic factor that consumer and business is influence to buying habits. The
performance of the company will be affected. The global economy is global economic dealings
such as currency exchange rates, have a large impact on travel and tourism across the world.

Not only that, natural environment also included in the elements of macrenvironment. Natural
environment divided to two categories which are natural renewal and natural non-renewalable
resources. The example of natural renewal are plants and trees, waters, marine and agriculture
product. The natural non-renewal are the natural gas, coal, gas oil and minerals. We as a user
must be involved in protecting the environment and ensuring sustainability of our nature.

Technological factor is the most dramatic force. Technology given us wireless access to the
internet in shaping our destiny. Creating a new technology and create new product as a result,
are the related factors. Other than that, technological factor is referred as a material and
technology that needed in a company. It is to make sure the company products and services will
be produced also the operation will run smoothly. It can be example of in term of computerized
system, key card that are used and internet. All of the term will give a big impact in hospitality
industry. As a marketer, we need to watch closely and make sure we are up to date so that,
marketer will not leave out and adapt with it. It also helps us from our competitors in term of
technologies.

Political forces are clarifying in laws, government agencies and pressure groups. In society, it
gave influence and limit the activities of individuals and organizations. The example of political
trend in marketing is the expansion of legislation and regulation that affected the business.
Moreover, the alteration in government Agency Enforcement. Lastly, the rise in emphasis on
socially responsible behaviors and ethics.

Last but not least, institution and other forces that affect society’s basic values, perceptions,
preferences and behaviors are the cultural environment. The basic beliefs and values of its
members are shaping by the society. There are two cultural characteristics that can affect the
marketing decision. Firstly, persistence of cultural values and second is subcultures. This refers
to the group of people who is experienced common life and shared values systems.
6.METHODS OF GETTING FEEDBACKS FROM CUSTOMERS

a) Guest comment card

b) Online comment
7.MARKET SEGMENTATION AND TARGETING

How the guests are segmented?

- The guests are segmented by class them based on their personality, beliefs, lifestyles, social
class, interest, attitude and values. Other than that, customers’ segmentation is the process
where the customers are divided into groups. It is based on their common character. So
that, the company can market depending on each group. By segmenting, a company, can
identify their potential buyers, choosing their own customers or buyers to chase after and
create the value of them as a target.

Who are the guest?

- Groups of tourist
As we know, Penang is favorite place among the tourist from all countries. One of the choice
of place to stay is Lexis Suites Penang. There are tourists from certain common countries
such as Saudi Arabia, Indonesia, Australia, France and many more. Some of them come
here to enjoy their honeymoon and some of them come here to enjoy the nature of Malaysia.

- Groups Event
Lexis Suites Penang also offered the facilities to make an events. The events will be
accepted if requested by the guest and the event can be categorized as wedding, seminars,
launching party and many more. The events will be held at the grand ballroom named as
The Hibiscus Grand Ballroom. The ballroom can fit the capacity of 380 people and above.
This one of the way to increase the hotel profit and also the hotel reputation. As for sure,
the guest who treated well will come again to held another function and it will increase the
hotel’s revenue.

- Groups of Family
The groups of family are some family members who come to hotel as a leisure guest. Other
than that, they also can be classed as a family traveler. It is also included the new married
couples who come to enjoy their honeymoon. In Lexis Suites Penang, they offered the
honeymoon packages. Other than that, they also offered some recreation activities at level
8 in that hotel. It is very peak in every weekend because there is a lot of family members
there. The recreation activities are suitable for every age and gender. For kids, they can
play at Kidzoonia which is an indoor playground. The capacity and the size of the room in
that hotel offered a very comfortable suite for families. It will give comfort to all family
members and make them enjoy their memorable moments together.
8.MARKET POSITIONING

 LOGO

 MOTTO

Hospitality is Our Passion

9.PRODUCT LIFE-CYCLE

Lexis Suites Penang already create their own name in the world. It is because of its own
uniqueness. For product life cycle to this hotel is the hotel still on growth stage and still growing
itself on market. It is because the sales of the rooms are rapidly rising by months. By that cause,
the profits will also be rising as well. This will make the competitors open their eyes and followed
all the Lexis’s footsteps. The competition between each companies will be more intense and will
be such a burden to some hotels. If that happen, the price will go down and it can cause some
specifics product become more competitive. After that, the pandemic forced our hotel to closed
and stop operating some of the activities. It can be defined as Sky Terrace and some of the
recreation activities. It dropped our profit because some of them is an attractive place which can
attract the customers.

10.PROMOTION

The promotion that we used to promote the hotel is advertising. Advertising is an any paid form
of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.
The advertising can be seen in many platforms such as social media. We promote our beloved
hotel on social media by using Instagram, Facebook and others. Other than that, the voucher has
been applied and it given to the customers. The example of the vouchers are Ideal Fitri, Shopee
voucher that needed to redeem it on Shopee app. After that, we also used direct marketing to
promote the hotel on its own official website. The guest or customers can gain the information
and all the promotion that have been held just by click it on the website. In addition, we also used
self-promotion. The self-promotion is doing by its own workers. For examples our Director of
Sales, Mr. Lee promoting that hotels by his own. The other example is our General Manager, Mr.
Benho going to Dubai to promote Lexis Suites Penang there.

For my own opinion and point of view, I think Lexis Suites Penang using the right methods to
promote their hotel to global. It is because all the things they do is up to date and easy to access
(accessible) without need to go to the reception. Lastly, they used all the promoting tools depends
on their ability to attract all the people from each country.
11.DIRECT AND ONLINE MARKETING

- Micros

- Nanogate

- Tasks

- Abevoys