JavaScript is disabled for your browser. Some features of this site may not work without it.
dc.contributor.author
Edwards-Economidi, Sarah
en
dc.date.accessioned
2015-06-03T07:43:08Z
dc.date.available
2015-09-27T05:56:21Z
dc.date.issued
2015-06-03
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/145
dc.rights
Default License
dc.title
An experience of Greece
en
heal.type
masterThesis
heal.secondaryTitle
Business Plan for a Small Boutique Hotel complementing its traditional village environment
en
heal.keyword
Business planning--Case studies
en
heal.keyword
Dissertations, Academic
en
heal.language
en
heal.access
free
el
heal.license
http://creativecommons.org/licenses/by-nc/4.0
heal.recordProvider
School of Economics, Business Administration and Legal Studies, Executive MBA
heal.publicationDate
2010
heal.bibliographicCitation
Edwards-Economidi Sarah , 2010, An experience of Greece :Business Plan for a Small Boutique Hotel complementing its traditional village environment, Master's Dissertation,International Hellenic University
en
heal.abstract
The core purpose of this project is to create a business plan for a small guest-house,
designed to be essentially family run, involving a level of funding which might be seen
as feasible for a large number of potential investors. It will underline the importance of a
quality focus in improving both capacity utilisation and prices attained and in the
potential extension of the “tourist season”. The product proposition aims to enhance the
customer experience, based not only Greece’s attractions of “sun, sea and sand” but also
its little-used but very real comparative advantage of local colour and culture.
The business plan is drawn up in the context of the relative importance to the local and
national economy of developing a critical mass of high quality, relatively reasonably
priced, viable and environmentally sustainable tourist accommodation aimed at a higher
spending guest bracket. It also underlines the importance of “coopetition” in the tourist
industry and marketing of the destination as a whole as well as individual business.
The significance of national and/or EU funding in rendering such small private
investments feasible will be clear in the financial forecasts developed in the business
plan, which will be juxtapositioned with alternative forecasts to test the robustness of the
financial results
en
heal.tableOfContents
1101080138 Page - 2 -
CONTENTS
EXECUTIVE SUMMARY 4
PART ONE – PRODUCT PROPOSITION & MARKET 5
BACKGROUND 5
THE VILLAGE HOUSE HOTEL 5
The Management Team 6
The target customer 7
MARKET ANALYSIS 7
THE BACKGROUND TO THE PRODUCT PROPOSITION 7
GENERAL MARKET TRENDS 9
THE TOURIST MARKET FOR THASOS 10
OCCUPANCY RATES AND SEASONALITY 11
SELECTION OF SPECIFIC TARGET MARKETS 11
PROMOTION AND DISTRIBUTION CHANNELS 14
CHANNELS 14
THE INTERNET AND TARGET MARKETS 14
Using the internet – Method in the Madness 15
DIRECT ADVERTISING 15
PROMOTIONS &MAXIMISING REVENUE PER AVAILABLE ROOM 16
PROMOTION &ROLE IN THE TOURIST COMMUNITY AND DESTINATION 16
ADDITIONAL ACTIVITIES – INCREASING REVENUE & THE VALUE PROPOSITION 17
PRICING 17
The Village House Hotel pricing policy 18
PART TWO – FINANCIALS 20
EMPLOYMENT POSITIONS CREATED 20
FINANCIAL FORECAST 20
FUNDING 20
ASSUMPTIONS 20
ESTIMATING REVENUE 21
FINANCIAL PROFORMA STATEMENTS 21
RESULTS 25
FINANCIAL ROBUSTNESS 26
BEST CASE SCENARIO 27
1101080138 Page - 3 -
APPENDIX 1 – ARRIVALS TO GREECE & RIVAL COUNTRIES 28
APPENDIX 2 – BED-NIGHT STATISTICS 30
APPENDIX 3 – DISTRIBUTION OF OCCUPANCY BY MONTH – 2005-2008 32
APPENDIX 4 – INTERNET USAGE STATISTICS FOR EUROPE 34
APPENDIX 5 – REVENUE-COST FLOWS BY MONTH FOR 5 YRS (BASE CASE) 36
REFERENCES 40
LIST OF TABLES
Table 1 – Occupancy rates for the Province of Kavala 11
Table 2 – Average bednights per stay by country of arrival1Σφάλμα! εν έχει οριστεί σελιδοδείκτης.
Table 3 - Competitors’ prices 2009 18
Table 4 – Estimated Occupancy Rates – various scenarios 21
Table 5a – Proforma Cash Flows 22
Table 5b – Proforma Income Statements 23
Table 5c – Proforma Balance Sheets 24
Table 6 – Estimating Net Present Value 25
Table 7 – IRR (Base scenario) 26
Table 8 – Results of changes in financing structure & occupancy rates 27
Table 9 – Results for best case scenario 27
en
heal.advisorName
Kondylis, Prof Emmanouil
en
heal.committeeMemberName
Kondylis, Prof Emmanouil
en
heal.committeeMemberName
Katsikeas, Prof Constantine
en
heal.committeeMemberName
Prof Levis, Marios
en
heal.academicPublisher
School of Economics and Business Administration, Executive MBA programme
en
heal.academicPublisherID
ihu
heal.numberOfPages
41
heal.fullTextAvailability
true
This item appears in the following Collection(s)
Related Items
Browse
-
All of IHU Repository
-
This Collection
My Account
Statistics
©International Hellenic University.
