The Eastern & Oriental Hotel is a tranquil haven in the heart of Penang. This is a hotel with old colonial charm and the finest customs of comfort and service. Right at its door step, it is an amazing traditions of artwork and architecture, celebrations and food. The Eastern & Oriental Hotel is merely a few tiny walk away from a variety of retailers, restaurants, cafes, bars and night clubs. Besides that, each superb collection is extravagantly spacious and thoughtfully equipped with modern day amenities and access to the wireless world. The Eastern & Oriental's modern facilities within its charming ambience enable friends to pursue their business pursuits as well as to network, to socialise or simply to relax. History Eastern & Oriental Hotel (shown among the must-visit locations in the brand new York Times bestseller 1, 000 Places to go to before Your Die by Patricia Schultz)
2. 0 The market sections being targeted by the firm
Eastern & Oriental Hotel was established in 1885 by the Armenian Sarkies Brothers in Penang. It really is a colonial-style hotel. The marketplace segments that being targeted by E&O Hotel are the foreign people, old and rich people, couples and people.
The first market segments being targeted will be the foreign people. These are mainly from China, South Korea, Hong Kong, Middle East, Europe and America. Almost 70 percent of guest's arrivals are based on overseas markets including the UK, Japan, Australia, Singapore and USA, with the rest of the coming from within Malaysia. Some adults from overseas countries will also remained in E&O Hotel because they can afford it and be prepared to get an excellent service. They feel more convenience residing at E&O Hotel because there are golf clubs or bars around the hotel.
The second market sections being targeted will be the senior citizen which is age 55 above and wealthy people. E&O Hotel is an extravagance hotel and it is already 126 time in Penang. The old people prefer to come to E&O Hotel because they come to visit, enjoy their life with the beautiful scenery and inclined to invest their money after they experienced retired. Therefore, E&O Hotel located at the Heritage of Penang, there are many Pre-war homes and traditional site such as Fort Cornwallis. This can draw in the old people who like about history come to travel and stay at E&O Hotel.
The third market sections being targeted will be the couples. E&O Hotel will offer the bundle of wedding which is the hotel will give a room to the lovers who having their wedding function at E&O Hotel Ballroom. Almost all the hotel will offer this kind offer to the lovers who are having their wedding function at their hotel. Therefore, the couples choose to possess their wedding function at E&O Hotel is basically because E&O Hotel is a luxury and famous hotel in Penang. Besides that, E&O Hotel is near the sea and the couples can have their wedding photography taking pictures at the seaside.
The fourth market sections being targeted will be the families. A member of family mostly includes 2-3 kids. They'll choose to stay at E&O Hotel every time they travel to Penang. When there is an activity organized close to E&O Hotel, you will see more young families come to remain at E&O Hotel, the activity such as, Bon Odori, twelve-monthly jazz happening, natural park and so on. Therefore the kids won't get tired because in the hotel, there is a swimming pool for the kids and the adults to swim. Therefore, the parents and the kids will definitely enjoy residing in E&O Hotel.
3. 0 The various strategies employed by the organization in marketing-mix
Product
In hotel, their main products are rooms accompanied by food & drink and then facilities.
Rooms
All room and suites are magnificently supplied and spacious. Each guest who keeps in the E&O will will get the warranty that their personal needs and comfort are a continuous focus as soon as they arrive. You can find 7 types of rooms:
Deluxe Suite
Suite size: 58 sqm.
Georgetown Suite
Suite size: 79 sqm.
Premier Suite
Suite size: 58 sqm.
Straits Suite
Suite size: 87sqm.
Writers Suite
Suite size: 135 sqm.
Pinang Suite
Suite size: 241 sqm.
Suite size: 522 sqm.
Restaurants
A tantalising medley of flavours and aromas await guests in the hotel's restaurants, cafes and bars, each with its own unique aura. To have a late night snack, the Eastern & Oriental provides 24-hour Room Service.
Sarkies Corner
Operating hours are from 6. 30 am - 11. 00 pm (Daily)
The 1885
Operating hours are from 2. 30 pm - 10. 30 pm (Open Daily)
The Bakery
Operating time are from 10. 00 am - 10. 00 pm (Daily)
Farquhar's Bar
Operating time are from 11. 00 am to 11. 00 pm.
Verandah
Operating time are from 6. 30 am - 11. 00 pm (Daily)
The Deck
Operating time are from 11. 00am to 7. 00pm (Daily)
Facilities
Sauna
Fitness Facility
Meeting Rooms
Babysitting or child care
Banquet facilities
Swimming pool ( outdoor )
Price
Prices for rooms:
Types of room
Low season
Peak season
Deluxe
RM 730
RM 830
Georgetown
RM 730
RM 830
Premier
RM 860. 00
RM 960. 01
Straits
Unavailable
Unavailable
Writers
Unavailable
Unavailable
Pinang
Unavailable
Unavailable
Eastern & Oriental Suite
Unavailable
Unavailable
** The prices are subjected to change based on the optimum season or off season.
Place
Eastern & Oriental Hotel can be found in Georgetown at the intersection of Farquhar Neighborhood and Penang Street. It really is located at Heritage area. The Eastern & Oriental Hotel is merely 20 kilometres from the Penang International Airport and within walking distance to the meals havens, shopping complexes and entertainment shops of downtown Georgetown. Guests can also take a walk to Fort Cornwallis, the City Hall and the Penang Express Museum. The friends will also wants to browse the shops, bazaars and restaurants for great good buys and delicious snacks, while learning about temples, mosques and churches in quiet little corners. Eastern & Oriental hotel is the only person in Penang. It does not have any branches. This makes the hotel special.
Promotion
There are few ways to promote the E&O hotel. The first way is promote through filming. Filming with celebrities is an excellent way to market the hotel. For example, on the August 2011, Asian Food Route (AFC) came to Eastern & Oriental Hotel to film. This will actually really helps to promote it out to those who are watching AFC route. A Chinese language local acting professional " Ah Niu " acquired arrived to film at the hotel too. This will in actuality let worldwide people know about this hotel.
The second ways to market the hotel is through word of mouth. The hotel can also depend on the friends to help to promote the hotel's name. For cases, during the wedding's night time, if the assistance are really good while everything travelled efficiently and the banquet hall is all effectively decorated, those who attended the evening meal, will goes out to market to his or her friends or relatives. This will actually helps to pass on the good news around. This is also ways to promote the hotel.
The third ways to promote the hotel is by advertising through cultural network. The hotel can create a page at the communal network to allow worldwide people is aware of the hotel as well as the upcoming situations of the hotel. Any campaigns of the hotel can also include there. People will get update media through social networks. Examples of internet sites are Facebook.
4. 0 The different environment which have a direct effect on the firm's operation
The market environment includes the various external factors that direct or indirect have an effect on the marketing management. The marketing environment comprises of microenvironment and marcoenvironment.
Microenvironment is the elements near the organization that potential to impact a company's planning and performance. The microenvironment contains five components that are company, suppliers, customers, challengers, and intermediaries.
The first element is the company. E&O hotel has several departments and management levels that make a difference the marketing management's decision making. The most notable management of E&O hotel is the main one who responsible to set the company objective, vision, objectives, insurance policies and broad strategies. Besides that, all departments must work strongly with one another. Departments such as purchasing, accounting, research and development funding and etc.
The second part is the suppliers of the hotel. Suppliers supply the resources needed by the hotel to produce goods and services. For instance, E&O hotel rely on the suppliers who provide the ingredients or raw materials to the kitchen every day. Fresh ingredients needed every day to produce quality foods. Upsurge in ingredients or raw materials prices will influence on the marketing mixture strategy of the hotel. The close relationship with the provider is one way of ensuring competitive and quality products for the hotel.
The third element is the clients of the hotel. American people and the age group above 50 years old will be the friends of the hotel. Although the room rates of the hotel are slightly higher compare to other hotels but both of these groups of men and women inclined to pay and stay as of this hotel. Among the main reason they seen E&O hotel is because of E&O hotel is the only five star heritage hotel in the centre of the town. Besides that, the banquet of E&O hotel is fully reserve during weekend and peak times. E&O hotel also provide interesting wedding package to the clients. A lot of individuals prefer to have their wedding ceremony, lunch and dinner at E&O hotel.
The fourth element is the competition. The competition of E&O hotel are other history hotels in Penang and the hotels close by. Other history hotel in Penang such as Rasa Sayang Resort and Spa is the competition of E&O hotel. Rasa Sayang Holiday resort and Spa is a 5 star heritage hotel allocated at Batu Ferrighi. Their room rate and E&O room rate are similar but their marketplace slight different. E&O hotel aim for is to attract tourists that went to the traditions city of Penang and Rasa Sayang Holiday resort and Spa is to catch the attention of tourists that going for relaxation and enjoying normal water sports. The hotel close by E&O hotel such as Bayview hotel. Bayview hotel is opposing E&O hotel. The customers of Bayview hotel will be the holiday travel through travel organizations and businessman.
The fifth part is the intermediaries. Marketing intermediaries are firms or firms that help the hotel to market. You can find several federal government websites help to promote the traditions part of Penang. Some German and Chinese language movie and television set program experienced their firing at the hotel. The German movie entitled A Love and Loss of life on Java and the television set program entitled Discovery Travel and Living firing at E&O hotel in season 2010. Positive multimedia attention on the hotel makes the hotel to market well. Audience can observe the programmers through TV. It is more immediate to speak to the audience. So this is a very powerful and positive impact.
Marcoenvironment is the elements which can affect how a company is operate but that happen to be beyond its control. The marcoenvironment consists of four components such as political and legal environment, financial, communal and technology.
The first aspect is the political and legal environment. The changes in the politics and legal conditions at both domestic and international levels can affect the hotel. To many hotels, domestic politics considerations will tend to be of prime matter. However, hotel involved in international procedures are faced with the additional sizing of international political developments. For instance, the changes political in european countries will affect the business of the hotel because the hotel business will depend on the western travellers. Other than that, the political of our own country will also affect the business enterprise of the hotel. The vacationers from other countries will less visit our country
The second element is the economical. Political and monetary forces tend to be strongly related. Economical factors are of matter to marketing hotel because they're likely to impact, among other things, demand, costs, prices and profits. The changes in world monetary pushes are highly significant to hotel, specifically those employed in international marketing. However, a knowledge of monetary changes and causes in the domestic economy is also importance consequently forces hold the most immediate impact. The changes in economy cause the customers to spend less. Besides that, unemployment rate become higher because the economy become most detrimental. These may cause the decreases the demand of several luxury goods and services.
The third part is the sociable. Customers have differences in attitudes, beliefs, motivation, morality, superstition, and perception and other characteristics when demand of goods and services. The type of goods and services demanded by consumers is a function of these social fitness and their consequent attitudes and beliefs. The individuals who willing to spend more and enjoying their holiday such as people who acquired retired will choose to stay at E&O hotel. Usually the guests won't visit the hotel alone. They will bring their spouses along with them. They'll enjoy while residing in the hotel and willing to spend more for their your meal in the restaurant.
The fourth component is the technology. The changing in technology may impact the demand for a hotel goods and services. Scientific changes may create new opportunities for the hotel. Technological innovation continues to move at an increasingly immediate rate. The changing in technology will help the hotel to promote on the website. Website like the hotel website, Penang Travel and leisure federal website, Penang traditions website and etc. Besides that, the friends of the hotel gives their feedbacks of the hotel through their personal blog, reviews, message board and etc. Through these, a great deal of folks will understand more about of the hotel. If there had negative remarks about the hotel, this will cause the hotel experienced bad images.
5. 0 The current tendencies that the organization could face
5. 1 Current trends
Trends means the overall direction in which something tends to move while current means the latest owned by the present time. Therefore, current movements means is the latest tendencies in the hotel itself.
The current craze of the Eastern & Oriental Hotel (E&O) is the History sites and is located at the guts of the city. E&O hotel has been stated as a UNESCO World Heritage Site in 2008, George Town, was cited as "A exceptional example of historical colonial cities on the Straits of Malacca that display a succession of historical and ethnic influences arising from their former work as trading ports linking East and Western world". The E&O hotel is a colonial hotel design that blend old-world appeal with modern extravagances.
Besides that having history sides, the different kind of food also is the current trends for the E&O. hotel. Penang famous of many different type of hawker food. Rather than room, E&O hotel can more focus on their restaurant, promote more of their restaurant to the outsider, so that can improve the sales of the hotel
5. 2 Opportunities
Opportunities mean exterior chances to make better sales or earnings in the environment.
Eastern & Oriental Hotel is a colonial design that mixes old-world charm with modern extravagances so many people wish to have their wedding picture shooting program at the hotel due to its unique surroundings. This is a good chance to promote the environment of the hotel to the general public. There will also feature a package that visitor who's having wedding in their banquet; the deal will come with the honeymoon suite and the facilities.
Besides that, some food channel or movie company also do filming at Eastern & Oriental Hotel. Example for the food channel is Asian Food Channel (AFC), for the movie is German movie entitled "A Love and Death on Java" at the Eastern and Oriental Hotel. For the neighborhood Chinese movie that directed by local artist 'Ah Niu'. For the taking photography or movie, also will make the greater sales or gains and also will increase the reputation of the hotel and will attract others visitors to come.
E&O hotel can also promote the restaurant in their hotel, because the current trends is the meals in Penang. E&O hotel can do more advertising for his or her restaurant such as: 1885 Restaurant, The selection of inventive fusion meals from E&O hotel completed chefs, along with a superb selection of wines, marks 1885 as the perfect choice for an enjoyable dining experience, can promote to outsider rather than just promote the hotel room, maybe they'll come and dining in.
The E&O brand is currently synonymous with premier developments, and we've been complimented that E&O brings the distinct style' ingredient into lifestyle'. Again, we came to secure this reputation by no accident it was a mindful strategy that we proved helpful hard towards.
E&O hotel may possibly also grow internationally, either jointly or through strategic alliances with other global property companies to increase their brand value and occurrence. E&O hotel can also develop new progress motors from existing and new markets.
Beyond property development, E&O hotel may possibly also explore the possibility of leveraging on each other's hospitality capacities.
5. 3 Strengths
Strengths imply characteristics of the business enterprise or team that give it an advantage over others in the industry.
Eastern & Oriental Hotel is build in a good location since it is at the center of the town. Eastern & Oriental Hotel is near the seaside so that friends can enjoy the sea view from the hotel. The appeal that near to Eastern & Oriental Hotel are such as: Fort Cornwallis, The City Hall and also the Penang Express Museum.
There are also golf clubs, pubs, restaurants and cafes all over the place which is local to the hotel. Eastern & Oriental Hotel is a luxury and old European style hotel, therefore the hotel provides good quality service, very well designed and good quality of food and drink. Penang current tendencies is different kind of food, so E&O hotel is a place that the traveler not only can benefit from the Penang seaview and the heritage building of E&O hotel, around E&O hotel still can enjoy the culture of Penang.
E&O has efficiently built a solid portfolio and visible top niche brand in the house development, hospitality and lifestyle portion in Malaysia. Having founded their personal locally, E&O hotel plan to motivate the boundary further by making E&O an inspirational brand that is accepted locally, regionally and finally internationally.
E&O hotel is a heritage hotel that has 126 years of age, over its century-and-a-quarter history. Taken care of by the E&O's renowned butler service, each suite offers the perfect invitation to step back to the refined beauty and colonial grandeur of an golden age. So that the guest can enjoy to remain at the old colonial charm building.
5. 4 Weaknesses
Weaknesses suggest the characteristics that place the organization at a disadvantage in accordance with others.
The common weakness is the parking whole lot for the Eastern & Oriental Hotel is too expensive. Normal day for the car parking fees is from morning until nighttime is RM 5, for nighttime is RM 10. For optimum season increase until RM 20, sometime during general population holidays, the auto parking fees will increase to RM 40. That is too high expenditures for a drivers just to park their car at the auto parking lot. But sometimes customers drive on the way to the center of the city and cannot find parking, so they will choose to park at the car parking lot though it is very costly.
Eastern & Oriental Hotel is a luxury hotel, so the room rate or the food and beverage could be more expensive in comparison to others place and so as a result of this, Eastern & Oriental Hotel is not fascinated by the budget traveller, since it is very costly for them just to stay one night.
5. 5 Threats
Threats indicate the external elements in the environment that might lead to trouble for the business enterprise.
E&O hotel is a five celebrities hotel and Penang has a whole lot of different categories of 5 actors hotel such as Rasa Sayang Beach and Spa Holiday resort, G- hotel, Equatorial etc. So they end up being the competitor with E&O hotel. They have got different style of the hotel and concept of hotel such as :
a) Rasa Sayang Beach and Spa resort
Is a expansive luxury retreat in traditional Malaysian style, nestled along Penang's popular Batu Feringgi Beach. This iconic beach resort offers its friends a luxurious accommodation option replete with a range of amenities whilst situated amidst impressive and majestic surroundings. Appeal to customer that more like to challenge or have a great time in the water sport activity, such as motorboat, banana boat, parachute and many more. Besides that, Rasa sayang beach and spa vacation resort also provide spa for visitor.
b) G- hotel
Is a striking, beautiful creation in homage to modern, G-hotel fuses cool modernity with stylish comfort. Is situated at the Penang most boulevard place. Shopping mall, Penang local hawker centre, is also a advantages that near the seaside. The room design with idea of modern, space and comfort style. It really is a business types of hotel, so more focus on business visitor and also family group.
c) Equatorial Hotel
The 5-superstar luxury hotel embraces a splendour of modern-day design. It stores 662 guestrooms and suites, each classily supplied and facilitated with state-of-the-art in-room amenities. Really the only hotel on the island which has a 9-opening international course, it's the top choice for professional retreats and motivation group gatherings. It homes two Grand Ballrooms which have been intelligently built with no obstruction of columns among - reputed to be the greatest on the island that can house up to 2, 000 people.
There are a wide variety of types of hotel, so the guest will
Depend on personal like to choose which hotel. So things that the guest desires or needs that E&O hotel can't provide, they will choose the others hotel. This is the Dangers for the hotels.
Conclusion
As a final result, marketing is vital to any hotels or businesses. Every hotel or business also need tactical and promotion to keep their sales in the safe level, so the hotel or business won't loss of money for the others utilities, staff salary and so forth. Know well about the SWOP examination (Durability, weakness, opportunities, dangers) of the hotel or business is important, since it can evidently know that what the hotel or business shortage out of this need to boost more or things that require to maintain and be more better. Know well about which market portion of folks that visit most to the hotel, is to keep the group of individuals that visit and so try to get new group of people to visit the hotel or business, won't just main using one categories. Besides that, know well about the various environment will Impact the hotel or business thus that will have solution or can low down the risk. Marketing is important to every company or organization, no matter is big company or small, service sector or any sector, is important to know it.
