1. What are the competitors of your company? Explain why?

Criteria Melia Hotel Hanoi Hotel de’l Opera Hilton Opera Apricot Hotel Movenpick Hanoi
Hanoi Hanoi
Target market 4.5 (Target 4.5 (focused on 4 (Specializes in 4 ( focus on high-
4.5 (focus on customers are MICE guests and event and end customers who
business and high- business travelers politicians, honeymoon seek premium
end tourists; These and tourists looking conferences, planning. In services and
are professional for a high-end exhibitions, big addition, the hotel amenities and
customers with a experience. parties and orientes towards international guests
high demand for especially for ceremonies) tourists who enjoy who looking for a
high-end services. business travelers, both classic and high-quality and
Melia Hanoi Hotel providing amenities contemporary familiar hospitality
regularly focuses such as meeting art.main for an experience.)
on two large rooms and business extended period of
customer groups: services.) time.)
international, and
domestic tourists
and MICE guests.
The hotel focuses
on researching
MICE guests)
Location 4(44 Ly Thuong 5(29 Trang Tien 5(1 Trang Tien 4(136 Hang Trong 4(83 Ly Thuong
Kiet Street) Street) Street) Street)) Kiet Street)
Products/ Services 4.5 (many bars and 4.0 Hotel de 5 (Hilton 4 (Apricot
restaurants with a l'Opera Hanoi Hanoi Opera has Hanoi has a full 4 (Movenpick
variety of styles, includes 2 corresponding range of products has many services
from Vietnamese, restaurants and 1 services to satisfy and services to to meet the
Thai, bar to serve the needs of fully meet the relaxation and
Mediterranean, customers: Café visitors: private needs of tourists: entertainment needs
 especially Oriental Lautrec offers a la dining services for Spa services, of tourists such as
cuisine (Southeast carte and buffet people with special children's services, books/DVDs/music
Asia cuisine); a dining throughout diets, business conference rooms, for children, Spa &
bakery offers a the day while center, executive taxis, shopping nails, souvenir
delightful selection Satine offers classic lounge services, centers,... shop,...
of freshly baked Vietnamese cuisine Spa, swimming However, However, it
breads, sweet with many local pool, fax machine compared to Sofitel still does not meet
pastries, and favorites; and the for guests. Metropole, Sofitel many needs for
tempting cakes; 3 exclusive La Fee meeting/conference has more diverse sightseeing
bars serving chic Verte (or “Green room,... services such as services, DJ night
drinks, cocktails, Fairy”) is a hotel Diverse express clubs, babysitting
and snacks. Melia bar with a wide restaurant/bar check-in/check-out, services,...
boasts the largest selection that systems for visitors private Sofitel Metropole
conference and pleases discerning when choosing to check-in/check-out, has public services
meeting space with purveyors with stay at Hilton executive lounge for tourists with
first-rate facilities aged spirits, Opera Hanoi). use services, and special diets, fax
and ultimate eclectic cocktails fax machines for machines at the
technologies, which and imported meeting/conference office service
will make and meet wines. In addition, rooms. counter, business
the MICE service. the hotel also has The restaurant center with Wifi
Fitness centre, services such as system at the hotel connection,... while
Beauty and Hair space for events, is not really diverse Movenpick is
Salon, business meetings and enough to meet the limited in this
cantre, swimming weddings, or health dining needs of aspect.
pool and souvenir care services such tourists when
shop are always as swimming pool, choosing to stay in
ready to serve gym, spa, etc. Apricot).
guests.
Price 3.5 (room rates 3 (Room costs 3.5 (Room costs at 2 ( Room costs at 2 (Room costs at
fluctuate from 3.6 at the Hotel de Hilton Hanoi Opera Apricot Hotel range the Movenpick
 million VND to 9.9 l'Opera Hanoi Hotel range from from 3.310.000 Hotel range from
million VND, tax, range from 3,519,000 VND to VND to 8.940.000 4,500,000 VND to
bed and breakfast 10,545,000 VND to 12,335,000 VND VND. 11,790,000 VND.
are included 12,335,000 VND. Meanwhile, Meanwhile, room Meanwhile,
Room costs at the accommodation costs at Sofitel accommodation
Sofitel Metropole prices at Sofitel Metropole Hanoi prices at Sofitel
Hanoi hotel range Metropole Hanoi range from Metropole Hanoi
from 10,311,000 range from 10,311,000 VND range from
VND and 10,311,000 VND and 37,561,000 10,311,000 VND
37,561,000VND.) and 37,561,000 VND and 37,561,000
VND VND.
Sum 16.5 16.5 17.5 14 14

2. Analyze the competitors of your company

Criteria Melia Hotel Hanoi Hotel de L’Opera Hanoi Hilton Opera Hanoi
Objectives At Melia Hanoi hotel, guest The objectives is to become a The Hilton hotel chain's
satisfaction is the ultimate goal, world-renowned hotel empire. With overarching objectives are to
and the hotel always strive to a wide range of activities ranging deliver an exceptional guest
take care of every detail to from luxury hotels to smart hotels, experience, guarantee high-quality
deliver a seamless personalized service apartments and resorts, it service, and hold onto its position
experience to each guest meets every need for as one of the top hotel brands
accommodation and recreation on a globally. Hilton frequently
daily basis.Designed in a style of emphasizes virtues like
luxury and European architecture, professionalism, respect to
Hotel D'opera brings the value of customers, and sustainability.
indigenous culture and nature,
expressing the hotel's identity and
 mission.
Strategies Product 107 5-star luxury comfortable - 269 5-star luxury rooms
The main service is rooms - Food and Beverage: Ba Mien
accommodation, promoting Marketing Meetings and Events: Restaurant, Chez Manon
profits by combining with food Salon Opera,Salon Rossini và Restaurant, The Garden Bar and
service business to meet the Salon Debussy. JJ'S Sports Bar
needs of customers' dining and - Meeting and Event Services:
accommodation, operating 7 - Fitness facilities and indoor Conference, Meeting Rooms
swimming pool and Event Support Services
function rooms for organizing
- Fitness Center and Spa,
conferences and events
Swimming Pool and Tennis
Courts
Price Offer different prices in line The rate of room guest has flexible Room costs at Hilton Hanoi Opera
with the general price of the pricing policies, adapting to the Hotel range from 3,519,000 VND
market. The hotel also has payment ability of customers, and to 12,335,000 VND per room per
flexible pricing policies, promotional programs from night
adapting to the payment ability 5,239,500VNDto 15,763,070VND/
of customers, and using night
promotional programs.
stimulate customers to
experience hotel services,
creating attractiveness to the
target market
Promotion The forms of advertising that -5-star buffet lunch with up to 25% The hotel has a membership card
the hotel uses are advertising on off every Monday at Café Lautrec offered to its customers. Owning a
television, in newspapers, card allows its customers to access
- Discounted room rates when
through the internet... In services at a discounted price. It is
booking at Agoda and
 advertising communication Booking.com also a pass that allows guests to
activities, the hotel always tries enter the hotel without having to
to make a difference, avoiding follow long check-in channels.
stereotypes about form, and
content, especially with
competitors' advertising
strategies. Hotel managers are
also very focused and spend
their budget on advertising
activities. According to the
director of the Sales &
Marketing department, the hotel
spends 20-30% of its revenue
on advertising activities from
time to time.
Place 3 short distribution channels 2 short distribution channels exist Utilize various distribution
exist channels, including online travel
Distribution channel 1: are travel
agencies, Hilton's official website,
Distribution channel 1: are businesses, domestic tour
and direct bookings. Ensure a
travel businesses, domestic tour companies, and international travel
strong online presence and
companies, and international companies such as Saigon Tourist
visibility.
travel companies such as Saigon Travel Company, Hanoi Toserco,
Tourist Travel Company, Hanoi and Vietnamese travel agencies in
Toserco, and Vietnamese travel Hanoi
agencies in Hanoi…( up 60%)
Distribution channel 2: via the
Distribution channel 2: French internet,Website of hotel
Embassy in Vietnam, Vietnam-
 France joint venture companies
associated with hotels, and
French enterprises with
investment capital in Vietnam
account for 23%.
Distribution channel 3: via the
internet (this form is less good
or less effective and brings high
efficiency)
Strengths Make good use of competitive -Easy access to the vibrant beauty The brand is recognized worldwide
advantages of the city in every corner.
Huge customer base
Customers can walk around to visit
High ability to promote the
the city's top tourist attractions such Satisfied workforce
image and brand positioning
as Blue Gallery, Thanh Binh
Located in the center of Hanoi, can
Developing pioneering products Gallery, and French Cultural Center
walk to many entertainment places
and services in Hanoi.
and restaurants around the hotel.
Strong financial capacity and -Take advantage of a wealth of
Beautiful spacious lobby. Rooms,
good capital management skills unrivaled services and amenities at
bathrooms and amenities are
this Hanoi hotel. ----Facilities such
The quality of personnel makes standard and clean.
as 24-hour room service, free Wi-Fi
the difference.
in all rooms, 24-hour front desk, Asian - European breakfast is rich
Detailed development strategies facilities for disabled people, and and delicious.
in the both short and long term. public wifi are always available to
Professional and friendly
serve all customers.
Have a reliable partner network. communication staff
-The hotel is equipped with 107
Experience serving heads of
beautiful guest rooms, many rooms
 state also have flat-screen TVs, wireless
internet, wireless internet (free),
non-smoking rooms, and air
conditioning.
-The hotel's recreational facilities
include a fitness center, sauna,
indoor pool, and massage, designed
to give you comfortable relaxation.
Hotel De L’Opera Hanoi MGallery
by Sofitel is an ideal place for
guests looking for thoughtfully
designed, comfortable, and
convenient accommodations in
Hanoi.
Weaknesses Room rates are higher than - Some rooms have slightly low The number of employees is high,
competitors ceiling for tall foreign guests the training of employees to meet
standards will not be uniform,
Customers are mainly, -There is no designated area for
sometimes employees do not serve
businessmen, VIP guests smoking
standards to meet standards,
-Dim and dark lighting in the guest causing customer complaints.
room
Bad reviews
The rooms are degraded, there is a
lot of mold, and the equipment in
the room is lacking
Facilities are old and have not been
 renovated
Data breach
Resource HR The online functional Simple setup facility, reducing The staff are young, experienced,
management structure facilitates company expenditures. dynamic staff with professional
easy task delegation for the knowledge to meet the hotel's
Ensure the hotel director and
leadership team, promoting regulations.
deputy director's operational
efficiency in managing and
efficiency at all levels, including - About Attitude: Always praised
executing tasks.
operations, marketing, and other by customers for their good service
Functional departments can departments. attitude, considerate and friendly
swiftly identify their rights and
Information is distributed vertically - About Skill: the staff is trained in
responsibilities, enhancing
within the grassroots organization: a methodical and intensive way,
clarity and transparency within
Ensure that information sources are mastering the skills to serve
the organization.
sent promptly, correctly, and customers professionally.
Information flows seamlessly properly.
- Employees are able to respond
from top leadership down to
and serve requests to customers,
department heads, ensuring
bringing international standard
timely and accurate Human resource division is more
service quality. As well as the
communication. appropriate in terms of
ability to observe, judge situations
management and technology
Melia Hanoi Hotel likely in daily activities, promptly handle
deployment.
maintains a sufficient number of flexibly and quickly.
staff members to handle daily Promoting specialization in terms
- Young labor source with high
operations and meet guest needs of quality and labor productivity.
level of foreign language
Having a diverse workforce can
- Appearance, attitude, skills and
be a strength, bringing varied
expertise are often appreciated by
perspectives and language skills
 that contribute to a more customers
inclusive and accommodating
environment for guests.
Melia Hanoi Hotel boasts a
workforce that demonstrates a
high level of professionalism
and expertise. Staff members
are likely well-trained and
possess the necessary skills to
excel in their roles.
The hotel's employees excel in
delivering exceptional customer
service. This strength is crucial
for guest satisfaction and
loyalty.

Financial The current owner of Melia Hotel business capital grew by In 2016, 2017, 2018, and 2019,
Resource Hanoi Hotel is SAS-CTAMAD $90,707,665 in 2018 compared to Hilton Hanoi Opera earned VND
Company, a joint venture 2017, corresponding to 4.23%. In 254 billion, 276.5 billion VND,
established in 1994 between 2018, fixed capital grew from 284.2 billion VND, and 315.8
Hanoi Electromechanical $147,102,218 in 2017, representing billion VND, respectively. Profit
Manufacturing Joint Stock an 8.58% growth rate. was 13.2 billion dong, 25.8 billion
Company (HEM) and SAS VND, 32.7 billion VND, and 48.9
In 2018, the fixed capital ratio grew
Trading Company. billion dong.
by 3.33% from 2017. Working in
In particular, HEM is a member 2018 fell from $56,394,553 in - The profit after tax/sales ratio of
of Gelex Group Joint Stock 2017, a decline of 13.1%. Hilton Hanoi Opera is 5.2%,
Company, while SAS Trading 9.33%, 11.5%, and 15.5% from
In 2019, the proportion of working
is a member of TCC multi- 2016 to 2019.
capital declined by 3.33% as
industry group
compared to 2018. Thus, the hotel
In the ownership structure at the business capital condition is
SAS-CTAMAD joint venture, consistent with the actual hotel
the representative of the business scenario.
Vietnamese business, HEM,
contributes 35% of the capital,
which is the value of the land
on Ly Thuong Kiet Street, while
SAS contributes 65%, which is
the capital spent on
development.
According to HEM's latest
financial report, the company
still holds 35% of the capital
and interests in the joint venture
that owns the Melia Hanoi
hotel. As of the end of 2018, the
book value according to equity
of this investment was VND
276 billion. Thus, the current
equity of this hotel is about
nearly 789 billion VND.
Melia Hanoi is also the
 headquarters of Vietnam
Beverage Company Limited,
another business owned by a
Thai billionaire. It was Vietnam
Beverage that spent nearly 5
billion USD to acquire 53.39%
of Sabeco's capital at the end of
2017.
Physical Melia Hanoi Hotel likely Location: The 5-star Hotel de - Modern and comfortable
Resource possesses architectural l'Opera Hanoi is conveniently facilities: expressed through many
brilliance, offering aesthetically located in the heart of the city at 29 aspects such as room space,
pleasing and well-designed Trang Tien, which connects several comfortable furniture,
spaces that contribute to a significant regional locations for entertainment and relaxation
luxurious and welcoming economic growth. The hotel's items...
ambiance. central location makes it easy for
- It is the perfect combination
visitors to access many of the city's
The hotel is equipped with between the peaceful scenery of
attraction, including the Hanoi
modern and high-quality French architecture with the
Opera House, the Old Quarter,
facilities, including well- modern sophisticated architectural
Hoan Kiem Lake, and so on. The
appointed rooms, advanced design of the Asia and the
One Pillar Pagoda and Ba Dinh
conference and event spaces, traditional service culture of the
Square are also nearby.
and recreational amenities. Vietnamese people.
Building: Hotel de l'Opera Hanoi
Melia Hanoi Hotel has invested +The system of luxurious and
features 107 uniquely designed
in robust infrastructure, it elegant rooms
rooms that blend French flair with
ensures a seamless and
early 21st - century modernism and +The system of restaurants and bars
comfortable experience for
certain Asian elements. The hotel is luxurious-fine-smooth
guests, from efficient check-in
offers 4 kind of rooms namely:
 processes to well-maintained L'Opera Suite, L'Opera Grand +Luxurious swimming pool full of
common areas. Suite, L'Opera Grand Deluxe, lifebuoys.
L'Opera Deluxe. Besides, the Hotel
+System of gyms and spas, full of
de l'Opera Hanoi offers a range of
exercise equipment and modern
facilities such as outside swimming
machines: especially a yoga and
pool, fitness centre, private garden
aerobics room dedicated to guests
and sauna facilities. The hotel also
in need, and professional staff to
has 2 well - appointed (Cafe
guide to ensure effective exercise.
Lautrec, Satine restaurant)
restaurant and 1 bar (La Fee Verte +Separate conference center: With
bar) the architectural space of
contemporary Vietnam is the ideal
Equipment: All rooms at Hotel de
place for formal meetings, events,
l'Opera is equipped wooden floors,
weddings
largen bathroom with rain shower
and bathtub, Appelles toiletries, +Club: serving VIPs and those who
coffee machine, JBL speaker, fire purchase club access (Club Suites
alarm, 2-way air condition, and so or Royal Ambassador room class)
on.
Information Melia Hanoi Hotel likely Hotel de l'Opera Hanoi integrates Hilton Hanoi Hotel links its
Resource benefits from an advanced its booking service with other booking service with many
reservation system, allowing trustworthy websites such as reputable websites, allowing guests
guests to book rooms and Booking, Agoda, trip.com,..., to book rooms seamlessly,
services seamlessly, allowing guests to book rooms contributing to a good customer
contributing to a smoother easily and contributing to a positive experience.
overall experience. customer experience. Additionally,
Hotels can have an integrated
the hotel provides regular updates
The hotel may have an information management system
on booking details, room
 integrated information availability, and culinary selections. that helps update guest information
management system, facilitating It is simpler to find hotel quickly and conveniently.
efficient handling of guest data, information online.
Along with that, Hilton Hanoi also
reservations, and preferences.
Hotels have an integrated has a strictly protected data security
A strong online presence, information management system, system, ensuring safety for visitors,
including a user-friendly which allows them to swiftly and providing a great experience when
website and active social media easily update guest information. visitors choose to stay at Hilton.
engagement, can enhance the The hotel also has a rigorously
hotel's visibility and attract a controlled data security system,
broader audience. protecting tourists' safety and
providing amazing experiences.
The hotel has robust data
security measures in place, it
ensures the protection of guest
information, instilling
confidence in guests regarding
the safety of their personal data.
Products/ Tangible Location: Located at 44B Ly Location: The 5-star Hotel de Location:
services Thuong Kiet, one of the busy l'Opera Hanoi is conveniently
Located on Le Thanh Tong Street
streets is also considered as the located in the heart of the city at 29
in Hoan Kiem District, right in the
diplomatic trade area of Hanoi Trang Tien, which connects several
city center. The hotel is about 30km
capital, prime location, significant regional locations for
from Noi Bai International Airport,
convenient transportation, and economic growth.
about 1.7km from Hanoi Old
close to the Government office.
Accessibility:The hotel's central Quarter and has a view towards the
embassies, cultural and
location makes it easy for visitors Hanoi Opera House.
historical sites, shopping and
to access many of the city's
entertainment areas attract a Accessibility:
attraction. The Hanoi Opera House
large number of tourists. (0,1km), the Old Quarter (1,1 km), The hotel is about 30 km from Noi
Hoan Kiem Lake (0,1km), the One Bai International Airport, about 1.7
Accessibility: The hotel is about
Pillar Pagoda and Ba Dinh Square km from Hanoi Old Quarter and
30 km from Noi Bai
are also nearby. In addition, the has views of Hanoi Opera House.
International Airport, about 1
hotel is about 21km from Noi Bai
km from Hanoi Railway Station Public & functional areas:
International Airport, and about 1,5
and about 1.2 km from Hanoi
km from Hanoi Railway Station. The rooms or areas are wide and
Old Quarter.
airy, with wonderful views, and are
Amenities: Hotel de l'Opéra Hanoi
Public & functional areas elegantly
provides various amenities typical
Grand ballroom: The largest of a luxury hotel. Common and modernly decorated with
convention space in Hanoi, amenities include a fitness center, double-glazed windows.
measuring 1,007 m². This room spa, restaurant, bar, conference
There are numerous other facilities
can host up to 1,200 guests for a facilities.
accessible at Hilton Hanoi Opera,
meeting or 800 for a banquet.
Meetings and events: Salon opera: including
For events that require more
Divisible into 3 function rooms:
limited space, the room can be the Ba Mien restaurant chain, Chez
Salon Rameau (78 sqm), Salon
divided into 3 smaller rooms Manon, which specializes in
Rossini (42 sqm) and Salon
connected by a large hall worldwide quality meals, premium
Debussy (50 sqm), The Courtyard:
meats from the Mediterranean, and
Thang Long ballroom: Ideal for Located at the heart of Hotel de
The Bakery. The hotel also features
events that need to be both l’Opera with 300 sqm.
a Sports JJ's Sports Bar where you
impressive and intimate. It can
Wellness: semi-outdoor swimming can play games while drinking
host up to 540 people for
pool, fitness center, Harmonie spa. great drinks, as well as an outdoor
meetings and 360 for banquets.
swimming pool and a fitness center
The ballroom is also excellent Restaurant: Café Lautrec is a
where you can relax. To fulfill the
for events requiring tighter brasserie-style restaurant features
demands of business travelers,
security, as it is only accessible both a la carte and buffet dining
Hilton also features a fully
via 4 private elevators. throughout the day. Satine
Meliá Hanoi has 9 versatile and restaurant: Authentic Vietnamese equipped business center.
multi-functional event rooms cuisine. The restaurant offers a
Furthermore, the hotel features full
that can be adapted to each range of Vietnamese traditional
conference, meeting, and event
event. These rooms are specialties from North to South
facilities:
excellent for small to medium- with a touch of creativity. La Fée
size meetings and are designed Verte is the signature bar of Hotel - Ballroom:
to comfortably host 70 to 200 de l’OperaLa Fée Verte is the
Located on the first floor with a
seated guests. They can also be signature bar of Hotel de l’Opera
maximum capacity of 180-200
joined together to make a larger Hanoi where the guests have an
people in a space of 400m2. The
room evening drink a lavish event of
banquet room has a moderately
ritual and celebration, just as in the
Executive Boardrooms: Melia high ceiling, a column-free view
cafes and bars of Paris at the dawn
ha noi has 2 rooms which are combined with a golden light
of the 20th century .
ideal for board meetings. Spaces chandelier. In particular, the red
furnished with leather chairs to Architecture: The Hotel de l'Opéra carpet and accompanying gold
host up to 12 people. Located Hanoi is known for its French motifs certainly create a luxurious
on the 20th floor, they offer one colonial architecture, featuring a feeling like entering a classical
of the best views of the city. A blend of neoclassical and Gothic concert.
business meeting that your elements. And it often showcases a
- Rooftop:
attendees won’t forget distinctive facade with ornate
details, reflecting the city's The outdoor area at Hilton Hanoi
Amenities:
historical charm. Opera is suitable for building a
Melia Hanoi Hotel consists of ceremony hall with a capacity of
Rooms: The space features 107
306 rooms and apartments, about 170 guests. In particular, the
carefully built rooms that combine
including 238 Deluxe rooms view from this area points straight
French style with full
with an area of 30m2 and 66 towards the Hanoi Opera House,
conveniences. Each room is
Executive Suite rooms with an creating a more airy and luxurious
meticulously designed, with
area of 68m2. Floors 17 to 22 of space than ever.
carefully chosen furnishings,
Melia Hanoi Hotel are wooden floors, and Asian silk Amenities & Facilities:
Executive rooms. All rooms are fabrics that add richness to the
Room amenities: Fully equipped
designed with meticulous space.
with modern amenities including
attention to detail and meet the
air conditioning, cable TV system,
highest standards of seasonal
coffee maker, minibar, refrigerator,
travelers. The rooms have many
private bathroom, IDD telephone,
modern amenities such as air
mini fridge, safe, bathroom with
conditioning, satellite TV,
shower/tub, hair dryer, bathrobe,
telephone, safety deposit box,
tea, coffee and other amenities.
minibar, tea and coffee making
facilities, large work desk with Features: Outdoor swimming pool,
recliner, and system. radio and indoor hot tub, fitness center,
orchestra, computers... restaurant and bar, souvenir store,
laundry/dry cleaning service,
Facilities:
restaurants & bars, swimming pool,
With the class of a leading 5- Gym, Sauna, jacuzzi Tourist car
star hotel in Hanoi, Melia park.
includes 2 restaurants with an
Architecture:
extensive menu. El Patio
restaurant specializes in serving The hotel is designed in the style of
international dishes made by modern and romantic French
Vietnamese chefs and Asian architecture. The architecture of the
chefs. Meanwhile, Lotus Hanoi Opera House served as
restaurant offers you dishes inspiration. Yellow lights highlight
with typical Chinese flavors. the minimalist interior, producing a
very tidy and classy overall look.
Melia Deli or Lobby Lounge
are bars serving drinks, Paint color:
cocktails, and light snacks. The exquisite, smooth creamy
Melia has 3 meeting rooms and white color adds depth and width to
1 large conference room with a the space, making it feel larger and
capacity of 1200 seats. airier, softening the "rough"
elements.
Along with that is a modern
commercial center with Staff performance:
secretarial services,
- Carefully recruited and trained,
photocopiers, fax machines,
have a good working attitude,
computers, Internet connection
qualifications and knowledge.
system to serve customers in
need. In addition, Melia Hanoi - Always eager and friendly,
Hotel also includes recreational pleasant with coworkers and guests.
facilities including a swimming
- Closely cooperate and assist one
pool and a modern equipped
another in departmental work.
fitness center.
Architecture
Melia Hanoi stands out with its
extremely modern architecture.
Meticulously cared for from the
outside in. All 22 floors with
306 rooms are designed in a
combination of classic and
modern and luxurious.
Paint color
Choose white and brown tones
 to shape the style of the hotel,
both luxurious and creating a
sense of familiarity.
Staff performance:
Professionally trained staff
Service attitude is highly
appreciated
Intangible Image Image: Hotel de l'Opera frequently Image: Part of the letter H is taken
conjures up thoughts of grandeur from more than 70 logos of Hilton
Melia Hanoi Hotel has
and showrooms, along with Hotel. The shape of a bridge
successfully cultivated a
distinctive architecture and artistic implies a connection between the
luxurious brand image, it can
decorations. Premium amenities, old system and the new system.
attract high-end clientele
quality restaurants and bars, and “The two colors of platinum and
seeking premium hospitality
competent customer service are all gold in the newspaper logo indicate
experiences.
possible elements of this hotel. The that the company wants to go
A visually appealing and well- broad image frequently depicts a further, just like the branding signs
designed hotel structure and rich and comfortable atmosphere, designed above – it is the
interiors can contribute which appeals to visitors or those professionalism that goes with the
significantly to a positive and seeking a high-end resort company but also the prosperity left
distinctive image. experience. by the past”.
A positive and engaging online Brandname: Hotel de l'Opéra Hanoi Brand name: Hilton has just been
presence through the hotel's is part of the MGallery Hotel voted the No. 1 hotel brand in the
website, social media, and Collection by Accor - The largest Asia-Pacific region.
review platforms can enhance hotel business group in Europe,
According to the report, the Hilton
its image and attract potential third largest in the world. MGallery
guests. is a collection of boutique hotels group ranked:
that offer unique, memorable
Brand name No. 1 in both Australia and Japan
experiences while reflecting the
while ranking.
Meliá is an internationally local culture and history. Experts
recognized brand in the regard Accor Group's MGallerry No. 2 in Southeast Asia and Hong
hospitality industry. The brand's brand as a luxurious and highly Kong, China.
global presence can attract a symbolic brand, frequently
Building very specialized and
diverse range of customers from connected with luxury and
close-to-consumer brand identity
different parts of the world. elegance. This could entice high-
systems.
end guests seeking a high-end
The Meliá brand is often
experience.The brand's global Sanitary: Use paper objects instead
associated with luxury and
presence has the potential to attract of plastic and metal objects to
prestige. This perception can
a wide range of clients from all protect the environment such as
attract high-end travelers
over the world. note paper, ink,...
seeking a premium experience.
Staff performance: Professionally - The hotel always takes Friday as
Sanitary
trained staff. Service attitude is the day to say no to leftovers, all
Meliá Hanoi can comply with highly appreciated (helpful and the first dishes are carefully
high hygiene standards, from friendly). Offering exceptional selected by the chefs, limiting
cleaning bedrooms to cleaning customer service, high standards in foods with bones or shells instead
public areas such as restaurants, all aspects of the hotel and of foods that are nutritious enough.
gyms and swimming pools. unparalleled experiences for their
guests.
The staff working at Meliá
Hanoi can be trained to pay
attention to the smallest details
during cleaning and
maintenance.
 Meliá Hanoi uses cleaning
products that are certified safe
and effective, helping to create
a clean and safe environment
for customers.
Restaurants can comply with
food hygiene and safety
standards of authorities to
ensure that food is handled and
stored properly safe.

3. Identify strategic competitive position of your company and its competitors? Explain why?
- Melia Hotel Hanoi (Market Challenger):
 Market presence: Melia Hanoi is a 5-star hotel located in the city centre. The hotel caters both leisure visitors and MICE guests,
offering various facilities and services from restaurants, spa and fitness centre and convention service.
 Target market: Melia Hanoi mainly focus on the luxury travellers who are willing to pay more on high-end service, especially
businessmen
 Facilities and services: Melia Hanoi offers a diversity of dining options, luxury accommodation and brilliant service. The elegant
architecture leaves deep impression on the guests
- Hotel de’L Opera Hanoi:
 Market presence: A part of Accor Group, a recognized international enterprise
 Target Market: business travelers and tourists looking for a high-end experience. especially for business travelers, providing amenities
such as meeting rooms and business services
 Facilities and services: Designed in a style of luxury and European architecture, Hotel D'opera brings the value of indigenous culture
and nature, offers high-end services
- Hilton Opera Hanoi (Market Challenger)
 Market presence: A part of Hilton Group, a pretigous 5-star hotel situated in the city centre. The hotel is closed at the moment for
renovation, rebuild and level up all accommodation and brandname.
 Target market: Focused on MICE guests and politicians, conferences, exhibitions, big parties and ceremonies
 Facilities and services: Offering diverse bars and restaurants, luxury accommodation, and convention service.
REFERENCE
https://www.tripadvisor.com.vn/HotelHighlight-s1-g293924-d3532609-Reviews-Hilton_Garden_Inn_Hanoi-Hanoi.html
https://designwebhotel.com/chien-luoc-marketing-cua-khach-san-melia/
https://www.telegraph.co.uk/travel/destinations/asia/vietnam/hanoi/hotels/hotel-de-lopera/
https://www.booking.com/hotel/vn/de-l-opera-hanoi-mgallery.vi.html
https://www.tripadvisor.com.vn/Hotel_Review-g293924-d1950147-Reviews-Hotel_de_l_Opera_Hanoi-Hanoi.html
https://www.tripadvisor.com/Hotel_Review-g293924-d301984-Reviews-Hilton_Hanoi_Opera-Hanoi.html
https://123docz.net/document/6354533-bao-cao-thuc-tap-khoa-khach-san-du-lich-tai-khach-san-de-l-opera-ha-noi.htm