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研究生： 可茉莉
Colocho, Monica
論文名稱： Casa de Piedra 精品旅館
Casa de Piedra Boutique Hotel in San Salvador, El Salvador
指導教授： 白德傑
Brodowsky, Glen
學位類別： 碩士
Master
系所名稱： 商學院 - 國際經營管理英語碩士學位學程(IMBA)
International MBA Program College of Commerce(IMBA)
論文出版年： 2016
畢業學年度： 104
語文別： 英文
論文頁數： 70
中文關鍵詞： 精品酒店 、餐旅業 、薩爾瓦多餐旅業
外文關鍵詞： Boutique Hotel, Hospitality Industry, El Salvador Hospitality Industry
相關次數： 點閱：43  下載：22 
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    • The constant growth of hotels worldwide is due to the increase of tourists every year. The hospitality industry is one of the most stable industries. Boutique Hotels, however, are starting to emerge more and more in every country and is a somewhat new concept in developing countries. In El Salvador the hospitality industry has a steady economic growth. Therefore, service and hospitality companies are born every year. With the concept of “Boutique Hotel” relatively new in El Salvador and occupancy rates increasing every year, it is the right time to open a Boutique Hotel with personalized services and unique features to attract customers, locals and foreigners. This is how the idea of Casa de Piedra Boutique Hotel was born.
    It is located in the capital of El Salvador, with a colonial style and offering a variety of services that will be relevant to our customers. It will rely on personalized customer services, unique features, décor and design, and trained personnel as key success factors. The target market will be mostly business people, conference and meeting attendees, and private companies outbound employees.
    The owner’s knowledge of the hospitality industry in El Salvador and the know how to run a company will play key parts in the success of the company. The financial plans and a five year expansion plan demonstrates the venture’s profit potential.

    1. Company Overview 1
    1.1. Mission 1
    1.2. Vision 2
    1.3. Values 2
    1.4. Corporate Principles 2
    1.5. Objectives 3
    1.5.1. General 3
    1.5.2. Specific 3
    1.6. Key Success Factors 4
    1.7. Brand and Product Overview 5
    1.8. Logo 7
    1.9. Company Ownership 8
    2. Business Environment 9
    2.1. Industry Overview 9
    2.1.1.1. Hospitality Industry Positioning Map 10
    2.2. Boutique Hotels 10
    2.3. El Salvador Hospitality Industry 14
    2.4. The Market 16
    2.4.1. Target Market 17
    2.5. Competitor Analysis 18
    2.5.1. The Competition 18
    2.5.2. Casa de Piedra Competitors Positioning Map 19
    2.5.3. Competitive advantage 20
    2.5.3.1. Restaurant and Bar 20
    2.6. Service Business Analysis 23
    2.6.1. Importance of Image, Name, and Word-of-mouth 24
    3. Strategic Plan 25
    3.1. External Analysis (Opportunities and Threats) 25
    3.1.1. Porter’s Five Forces Analysis 25
    3.1.1.1. Risk of Entry by Potential Competitors 26
    3.1.1.2. Rivalry among Establish Business 26
    3.1.1.3. Bargaining power of buyers 27
    3.1.1.4. Bargaining Power of Suppliers 27
    3.1.1.5. Substitute of Products 28
    3.1.2. Industry Life Cycle Analysis 28
    3.1.3. Macro Environment 29
    3.2. Internal Analysis (Competences and Competitive Advantage) 30
    3.3. SWOT MAP 31
    3.4. Business Level Strategy 32
    4. Business Model 33
    4.1. Value Proposition 33
    4.2. Customer Segment 33
    4.3. Communication Channels 34
    4.4. Customer Relationships 34
    4.5. Revenue Stream 35
    4.6. Key Partners 36
    4.7. Key Activities 36
    4.8. Key Resources 37
    4.9. Cost Structure 37
    5. Marketing Strategy 39
    5.1. Product 39
    5.2. Placement 40
    5.3. Pricing (customer cost) 40
    5.4. Promotion 41
    5.5. Operations Plan 43
    6. Financial Plan 46
    6.1. Start-up Summary 47
    6.2. Projected Starting Balance Sheet 48
    6.3. Projected Profit and Loss Statement 48
    6.4. Projected Cash Flow 50
    6.5. Profitability Analysis 51
    6.5.1. Financing 51
    6.5.2. Breakeven Analysis 51
    6.5.3. NPV and IRR 52
    7. Conclusion 53
    8. Bibliography 54
    9. Appendix 56
    9.1. Location Map 56
    9.2. Appendix 1. Boutique Hotel Startup Cost 57
    9.3. Appendix 2. Amortization Table 60

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    Chris Inman, G. S. (2002). Tourism in El Salvador: The Competitive Challenges. Retrieved 03 2016, from https://www.incae.edu/EN/clacds/publicaciones/pdf/cen621.pdf
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