Royale Chulan Hotel Marketing Strategy, Social Corporate Responsibility - Case Study Example

COURSE CODE: ------- [MANAGEMENT OF FUNCTIONS AND EVENTS] [WEDDING EVENT PROPOSAL] Prepared for : Date submitted : 03 November 2016 Date due : 03 November 2016 Prepared by : ----------------- Class : ---------------- 1.0 Table of Contents Contents page 1.0Table of Contents 2 2.0Introduction 7 The Royale Chulan Hotel, Kuala Lumpur is a great landmark in the hospitality industry in Malaysia. Its diversity in the number of unique provisions and executive services offered to all clients makes it an outstanding destination of choice by many people. Some of its adorable facilities include a vast outdoor pool with sun loungers, a well-stocked gym, reliable free Wi-Fi and free parking in the basement. In addition, it is pleasantly decorated with some natural colors, which just supplement the relaxed atmosphere in their spacious self-contained and well-aerated rooms. To the visitors, the beginning of the day is marked by a hearty buffet breakfast, while the meals of choice are served in a timely and professional way throughout the day as clients enjoy the television channels of their choice on the mega-sized flat screens on the walls (“The Royale, nd"). This proposal is engineered towards highlighting all the requirements that will make a wedding event held at this venue to be outstandingly successful. 7 2.2 Property Overview 8 The Royale Chulan is a renowned five-star hotel among the premises of its class in Malaysia. The building in which it is established was completed by the colonialists back in 1937 and was considered to be a high-class hotel by the colonialists, and an exclusive reserve for them (“Find Hotel Chulan,” n.d.). It is located within the Golden Triangle District, at a distance of about 1km from the pavilion shopping center at Bintang and Kuala Lumper convention center. On its accessibility aspect, it is strategically located such that it only takes a 45 minutes’ drive from the Kuala Lumpur International Airport to arrive. 8 2.3 The Wedding Event Factor 10 The wedding shall be held on 12th April 2017, a day that has been purposefully selected by the stakeholders owing to the ease of the availability of the key people since it shall be on a Saturday. Being a free day out of the job for the people, the event shall start at 7.00am with an attendants breakfast held at the Royale Chulan hotels the main hall. Towards 9.00 am, the people in attendance shall be expected to assemble at the arboretum garden of this hotel, where a spacious, well-kept greenery and flower full scenery is available. At this site, the cascading artificial waterfalls complement the beauty of the environment, with continuously flowing water symbolizing the continuity of life in unity for the wedding birds all along in their life as espoused by (“Compass cove resort,” 2012). The songs from the birds of the air whose habitat is the all colorful canopies of the various trees in this garden are expected to add charm to the ceremony that shall be presided over by the zonal bishop of the Catholic Church. 10 Table 1. The Event Planning Roles 10 Name of the event 11 A wedding ceremony for Mr. and Mrs. Jones for their new engagement in a holy matrimony. 11 Date of the event 11 12th December 2016 11 Time of the event 11 From 7.00 am up to 6.00 pm 11 Location of the event 11 At the Royale Chulan Hotel, Kuala Lumpur. 11 Overall organizer and master of ceremony 11 This shall be done by Jeffrey Watson. 11 Contact persons 11 For any clarifications you may contact the following: 11 -Geffrey perks:1-585-352-6895 11 -Smith:1-869-568-3659 11 -Job: 1-865-253-5248 11 Travel organizers 11 Jacob Miller. 1-865-789-8547 11 Hotel booking 11 Jane Burtis:1-586-458-5683 11 Social networking 11 This shall be undertaken by use of social media. For more information refer to: 11 Facebook: Johneswedsgrace. 11 Twitter:@Johnesforgrace 11 Instagram: Johnesgracewedding 11 The number of attendants 11 The event is planned to have an attendance of about 600 people. 11 Objectives 11 To realize a colorful social event while witnessing the marriage of the young couple. 11 An overview of the event 11 The event is basically meant to bring together families and friends to have some fun in a quiet well-relaxed venue away from home venue. 11 2.4 Considerations for the Wedding Event 12 In order to realize a successful wedding event, adequate prior planning is central. Going by this, the committee members will ensure that the following requirements have been taken care of in good time. 12 Timing 12 Task 12 6 months before time 12 -Conduct a thorough background information about the hotels of choice and undertake a comparative survey to arrive at the best. 12 -Evaluate the estimated budgetary requirements with the central parties in order to establish the deficiency if at all. 12 5 months to time 12 -Run a notification to the friends and family members comprising the target group. 12 -Solicit some funds from them through holding a simple fundraiser to meet the budgetary estimates. 12 -Contract the entertainment groups 12 -Booking of the hotel and venue 12 4-2 months to time. 12 -Organize for transport services 12 -Organize for security requirements 12 -Organize for medical provisions to accompany the team on the day of event 12 1month to 2 weeks’ time. 13 -Seek for a legal social gathering permit 13 -Confirm your recipe for your event with the hotel. 13 -Liaise with the zonal bishop for more assurance of his attendance. 13 -Undertake a print and audiovisual media advertisement to remind the members. 13 -Hire a public address system. 13 -Hiring of catering services 13 2 weeks-2 days. 13 -convene an official’s only meeting. 13 -Advertise vigorously on the social media as well as on other platforms 13 -Send text messages to the invited guest and members. 13 A day to the event 13 -Host the guest at my a central place waiting for travel journey to the Royale Chulan Hotel where a night shall be held. 13 The actual day. 13 -Have the planning team officials steer the event with the guidance of the master of ceremony. 13 A week after the event. 13 -Hold a committee only meeting. 13 -Formulate a short message and send it to the people who attended in a bid to thank them for the support. 13 -Do a budgetary analysis to establish how much the event cost. 13 -Write down the minutes on the unfoldings of the event and a brief report for future reference in case of planning for such an event. 13 2.5 The Events Schedule Considerations 14 2.6 The Budgetary Considerations 14 In order to have a successful wedding function at the Royale Chulan hotel, some cost will have to be incurred to take care of several items. For instance, the one-night accommodation for a population of 600 people which will amount to about MYR 120,000 taking into consideration the cost per person to be MYR 200. Other costs anticipated to come up at include: 14 -The venue rent charge amounting to MYR 1000. 14 -The dinner charges amounting to MYR 60,000 taking into account some food worth 14 MYR 100 per person. 14 -The breakfast estimated at MYR 24,000. 15 -The security provision for the whole time amounting to MYR 1500. 15 -Medical attention to any ailing member estimated to add up to MYR 1600. 15 -The public dress system estimated to go at MYR 1400 15 -The entertainment teams estimated to charge MYR 3000. 15 -The photography services amounting to MYR 2500. 15 -Advertisement charges estimated at 5600 15 -The fare charges amounting to MYR 4000. 15 -Preliminaries budgeted at MYR 5000. 15 Going by this, our budgetary estimates amount to MYR 230,000, leaving us with a deficit of MYR 70,000. To take care for this, a fundraiser mini function is proposed, whereby people shall to help volunteer as opposed to taking a loan for the same. 15 2.7 Staffing Considerations 15 Owing to a large number of persons needed in the planning and management of this event, we have considered it suitable to request for a hand of assistance from our friends and family members in order to help cut down on cost. Their respective roles will be shared out at the kick-off meeting depending on the strengths of the individuals. On the other hand, a team to offer catering services from the Royale Chulan hotel shall be hired. This shall involve 10 cooks and 15 waiters who shall assume the role of preparing the meals as well as serving them out to the invited people respectively. In addition, entertainment crews shall be hired to entertain the people of on the wedding day. These shall be tapped from the best musicians and comedians in the entertainment industry 15 2.8 The Advertisement Strategies 16 From the recent market research trends, research indicates that the online modes of advertisements are at the top in terms of popularity and effectiveness (Adetunji et al, 2014). Following this, we have devised some online advertisement strategy for our function in a bid to reach out to our target groups. Towards this, some cost will be incurred. Since it is a social function, we have found it prudent to involve our friends to help us shoulder this cost. This will call for some concerted efforts, with some members generating the content for the same while others post it to the selected Medias. Some of the selected Medias include the television, radio, Facebook, twitter and Instagram. The use of multiple ended emails and short texts shall also be embraced. In general, our strategy is expected to work with an efficiency of over 90% , and this inspires hope that our function shall be a big success. 16 2.9 The Legal and Risk issues 16 According to Johnson et al (2007), ensuring legal approval while holding a function at any premises is a very crucial thing. This helps the government to be aware and stay alerted in a bid to protect a gathering, and failure to observe this is punishable by the law (Johnson, 2007). In our case, we are set to comply with this legal provision in order to have the event run smoothly. To complement this, we shall hire enough security that to guarantee order and safety. On the other hand, the risk aspects have been well considered. In the work of Bandaly et al (2012), risk anticipation while planning for an event should always be included in the overall plan. Their views agree with those of Ben-David and Raz (2001), who states that the owner of the event is always responsible for the safety of the ones in attendance or remuneration of those who fall casualty in the event. In this case, we have taken consideration of security, the health aspect by hiring a doctor as well as using well-insured modes of transport. In addition, the hotel management is committed to the same by providing us with some accompaniments who shall keep cautioning us in case we trend a risky path. 16 3.0 Conclusion 17 This proposal has factored several things regarding the preparation of a wedding function at the Royale Chulan hotel in Kuala lumper. The hotel's nature offers and descriptions of its history and location have been elaborated. Further, the various roles deemed important have been highlighted, and a guide on how they shall be shared out developed. Also, the planning process covering a period of six months, the budgetary allocations, and the advertisement strategies have also been factored. Finally, the proposal has looked into the legal and risk issues to be considered. 17 References 18 2.0 Introduction The Royale Chulan Hotel, Kuala Lumpur is a great landmark in the hospitality industry in Malaysia. Its diversity in the number of unique provisions and executive services offered to all clients makes it an outstanding destination of choice by many people. Some of its adorable facilities include a vast outdoor pool with sun loungers, a well-stocked gym, reliable free Wi-Fi and free parking in the basement. In addition, it is pleasantly decorated with some natural colors, which just supplement the relaxed atmosphere in their spacious self-contained and well-aerated rooms. To the visitors, the beginning of the day is marked by a hearty buffet breakfast, while the meals of choice are served in a timely and professional way throughout the day as clients enjoy the television channels of their choice on the mega-sized flat screens on the walls (“The Royale, nd"). This proposal is engineered towards highlighting all the requirements that will make a wedding event held at this venue to be outstandingly successful. 2.2 Property Overview The Royale Chulan is a renowned five-star hotel among the premises of its class in Malaysia. The building in which it is established was completed by the colonialists back in 1937 and was considered to be a high-class hotel by the colonialists, and an exclusive reserve for them (“Find Hotel Chulan,” n.d.). It is located within the Golden Triangle District, at a distance of about 1km from the pavilion shopping center at Bintang and Kuala Lumper convention center. On its accessibility aspect, it is strategically located such that it only takes a 45 minutes’ drive from the Kuala Lumpur International Airport to arrive. 2.3. Assessment brief The Royale Chulan hotel offers a number of services to their dear clients. These include exclusive holiday packages, holding international meetings as well as hosting events such as weddings, golf tournaments, swimming competitions among others. In order to hold a successful event at their premises, there is need to book for their services, time and space in advance, way months before the due date of the event. This informs our early booking for the wedding venue five months before time. This is because they usually have a busy calendar of events running from season to season, with their peak season being in the month of June and December. Their prime advantage that makes many to opt for their services is their high-quality services and remarkable hospitality. 2.4. Their Marketing Strategy, Social Corporate Responsibility and Recommendations This hotel has employed the online marketing strategy. They have placed their company’s details and a list of services they offer on the internet and on social media platforms, whereby the interested clients may easily reach it. This strategy has worked well and I would recommend them to continue using it. This is because it give the clients an easy time while planning for the event, and also give a chance to the client to review them after they have been served. These reviews are very important to help the new customers make a decision on choosing them. While settling for them as our host, we considered these reviews from their online marketing platforms. On the other hand, the Royale Chulan hotel practices the corporate social responsibility (SCR), whereby they give back to the community through sponsoring a children’s home in Kuala Lumpur. Towards our team, they have guaranteed hosting of an event free from any safety threats, and thus they comply with the requirements of the SCR. In addition, they also take care of the environment through planting trees and conserving the endangered species in their arboretum. In line with this, our newly wedded couple shall plant one exotic tree as a mark of their lifetime commitment to the new life as one. After the events they usually ensure a through environmental clean-up has been done, and therefore they are environmentally sound. In this case, this shall be done by the hired catering team as they collect and pack up their particulars after the event. Going by this, they have met the international standards needed for a hotel of their caliber to host an executive event. Going by the information at our disposal about the Royal Chulan hotel and that of the contemporaries in this industry, Royal Chulan hotel stands a better chance of hosting an international and highly reputable event like the wedding we are set to actualize. In terms of cost they are fair, and engaging with them shall have us save some money compared with other similar services providers. This is because they have a special cost waiver for the wedding events unlike the other hotels of their level. For these reasons, I highly recommend them to any person who is willing to have the best hospitality services either as a team or alone. 2.3 The Wedding Event Factor The wedding shall be held on 12th April 2017, a day that has been purposefully selected by the stakeholders owing to the ease of the availability of the key people since it shall be on a Saturday. Being a free day out of the job for the people, the event shall start at 7.00am with an attendants breakfast held at the Royale Chulan hotels the main hall. Towards 9.00 am, the people in attendance shall be expected to assemble at the arboretum garden of this hotel, where a spacious, well-kept greenery and flower full scenery is available. At this site, the cascading artificial waterfalls complement the beauty of the environment, with continuously flowing water symbolizing the continuity of life in unity for the wedding birds all along in their life as espoused by (“Compass cove resort,” 2012). The songs from the birds of the air whose habitat is the all colorful canopies of the various trees in this garden are expected to add charm to the ceremony that shall be presided over by the zonal bishop of the Catholic Church. Table 1. The Event Planning Roles Name of the event A wedding ceremony for Mr. and Mrs. Jones for their new engagement in a holy matrimony. Date of the event 12th December 2016 Time of the event From 7.00 am up to 6.00 pm Location of the event At the Royale Chulan Hotel, Kuala Lumpur. Overall organizer and master of ceremony This shall be done by Jeffrey Watson. Contact persons For any clarifications you may contact the following: -Geffrey perks:1-585-352-6895 -Smith:1-869-568-3659 -Job: 1-865-253-5248 Travel organizers Jacob Miller. 1-865-789-8547 Hotel booking Jane Burtis:1-586-458-5683 Social networking This shall be undertaken by use of social media. For more information refer to: Facebook: Johneswedsgrace. Twitter:@Johnesforgrace Instagram: Johnesgracewedding The number of attendants The event is planned to have an attendance of about 600 people. Objectives To realize a colorful social event while witnessing the marriage of the young couple. An overview of the event The event is basically meant to bring together families and friends to have some fun in a quiet well-relaxed venue away from home venue. 2.4 Considerations for the Wedding Event In order to realize a successful wedding event, adequate prior planning is central. Going by this, the committee members will ensure that the following requirements have been taken care of in good time. Timing Task 6 months before time -Conduct a thorough background information about the hotels of choice and undertake a comparative survey to arrive at the best. -Evaluate the estimated budgetary requirements with the central parties in order to establish the deficiency if at all. 5 months to time -Run a notification to the friends and family members comprising the target group. -Solicit some funds from them through holding a simple fundraiser to meet the budgetary estimates. -Contract the entertainment groups -Booking of the hotel and venue 4-2 months to time. -Organize for transport services -Organize for security requirements -Organize for medical provisions to accompany the team on the day of event 1month to 2 weeks’ time. -Seek for a legal social gathering permit -Confirm your recipe for your event with the hotel. -Liaise with the zonal bishop for more assurance of his attendance. -Undertake a print and audiovisual media advertisement to remind the members. -Hire a public address system. -Hiring of catering services 2 weeks-2 days. -convene an official’s only meeting. -Advertise vigorously on the social media as well as on other platforms -Send text messages to the invited guest and members. A day to the event -Host the guest at my a central place waiting for travel journey to the Royale Chulan Hotel where a night shall be held. The actual day. -Have the planning team officials steer the event with the guidance of the master of ceremony. A week after the event. -Hold a committee only meeting. -Formulate a short message and send it to the people who attended in a bid to thank them for the support. -Do a budgetary analysis to establish how much the event cost. -Write down the minutes on the unfoldings of the event and a brief report for future reference in case of planning for such an event. 2.5 The Events Schedule Considerations In order to hold a successful function, it is prudent to have all events of the day well outlined and to have a sequence of the same so as to avert situations of confusion. In regard to that, a schedule of events for this occasion is hereby presented. Time Event 7.00 am Breakfast at the Royale Chulan hotel. 9.00 am Gathering at the Royale Chulan hotel arboretum 10 am Entertainment by the hired band and other talented comedians. 12 noon The service progress (preaching’s) and the uniting of the bride and bridegroom. 1.00pm Speech from the parents and selected close friends of the bride and bridegroom 2.00 pm Offering the gifts to the wedded couple and dancing with them in general and in turns. 4.00pm Take a late lunch 5.00 pm Entertainment by the various hired teams 6.00 pm A closing speech by the master of ceremony Assemble at the busses for a return journey. 2.6 The Budgetary Considerations In order to have a successful wedding function at the Royale Chulan hotel, some cost will have to be incurred to take care of several items. For instance, the one-night accommodation for a population of 600 people which will amount to about MYR 120,000 taking into consideration the cost per person to be MYR 200. Other costs anticipated to come up at include: -The venue rent charge amounting to MYR 1000. -The dinner charges amounting to MYR 60,000 taking into account some food worth MYR 100 per person. -The breakfast estimated at MYR 24,000. -The security provision for the whole time amounting to MYR 1500. -Medical attention to any ailing member estimated to add up to MYR 1600. -The public dress system estimated to go at MYR 1400 -The entertainment teams estimated to charge MYR 3000. -The photography services amounting to MYR 2500. -Advertisement charges estimated at 5600 -The fare charges amounting to MYR 4000. -Preliminaries budgeted at MYR 5000. Going by this, our budgetary estimates amount to MYR 230,000, leaving us with a deficit of MYR 70,000. To take care for this, a fundraiser mini function is proposed, whereby people shall to help volunteer as opposed to taking a loan for the same. 2.7 Staffing Considerations Owing to a large number of persons needed in the planning and management of this event, we have considered it suitable to request for a hand of assistance from our friends and family members in order to help cut down on cost. Their respective roles will be shared out at the kick-off meeting depending on the strengths of the individuals. On the other hand, a team to offer catering services from the Royale Chulan hotel shall be hired. This shall involve 10 cooks and 15 waiters who shall assume the role of preparing the meals as well as serving them out to the invited people respectively. In addition, entertainment crews shall be hired to entertain the people of on the wedding day. These shall be tapped from the best musicians and comedians in the entertainment industry 2.8 The Advertisement Strategies From the recent market research trends, research indicates that the online modes of advertisements are at the top in terms of popularity and effectiveness (Adetunji et al, 2014). Following this, we have devised some online advertisement strategy for our function in a bid to reach out to our target groups. Towards this, some cost will be incurred. Since it is a social function, we have found it prudent to involve our friends to help us shoulder this cost. This will call for some concerted efforts, with some members generating the content for the same while others post it to the selected Medias. Some of the selected Medias include the television, radio, Facebook, twitter and Instagram. The use of multiple ended emails and short texts shall also be embraced. In general, our strategy is expected to work with an efficiency of over 90% , and this inspires hope that our function shall be a big success. 2.9 The Legal and Risk issues According to Johnson et al (2007), ensuring legal approval while holding a function at any premises is a very crucial thing. This helps the government to be aware and stay alerted in a bid to protect a gathering, and failure to observe this is punishable by the law (Johnson, 2007). In our case, we are set to comply with this legal provision in order to have the event run smoothly. To complement this, we shall hire enough security that to guarantee order and safety. On the other hand, the risk aspects have been well considered. In the work of Bandaly et al (2012), risk anticipation while planning for an event should always be included in the overall plan. Their views agree with those of Ben-David and Raz (2001), who states that the owner of the event is always responsible for the safety of the ones in attendance or remuneration of those who fall casualty in the event. In this case, we have taken consideration of security, the health aspect by hiring a doctor as well as using well-insured modes of transport. In addition, the hotel management is committed to the same by providing us with some accompaniments who shall keep cautioning us in case we trend a risky path. 3.0 Conclusion This proposal has factored several things regarding the preparation of a wedding function at the Royale Chulan hotel in Kuala lumper. The hotel's nature offers and descriptions of its history and location have been elaborated. Further, the various roles deemed important have been highlighted, and a guide on how they shall be shared out developed. Also, the planning process covering a period of six months, the budgetary allocations, and the advertisement strategies have also been factored. Finally, the proposal has looked into the legal and risk issues to be considered. References Adetunji, R. R., Nordin, S. M., & Noor, S. M. (2014). The effectiveness of integrated advertisement message strategy in developing audience-based brand equity. Global Business and Management Research, 6(4), 308-318. Retrieved from http://search.proquest.com/docview/1655246920?accountid=45049 Bandaly, D., Satir, A., Kahyaoglu, Y., & Shanker, L. (2012). Supply chain risk management - I: Conceptualization, framework, and planning process. Risk Management, 14(4), 249-271. doi:http://dx.doi.org/10.1057/rm.2012.7 Ben-David, I., & Raz, T. (2001). An integrated approach for risk response development in project planning. The Journal of the Operational Research Society, 52(1), 14-25. Retrieved from http://search.proquest.com/docview/231325090?accountid=45049 Compass cove resort showcases wedding hosting capabilities. (2012, Jul 06). PR Newswire Retrieved from http://search.proquest.com/docview/1023762514?accountid=45049 Find Hotel - The Royale Chulan Kuala Lumpur. (n.d.). Retrieved November 3, 2016, from http://hotels.findhotel.net/Hotel/The_Royale_Chulan_Kuala_Lumpur.htm?gclid=CjwKEAjwwOvABRC08aedoZ_lnTMSJACs_cbuIr4zXOnfaEq67CYnXxRFHk8mwkaqieAETCHJZZkYrhoCP07w_wcB Johnson, K., J.D., & Swanson, Zane, C.P.A., P.H.D. (2007). Quantifying legal risk: A method for managing legal risk. Management Accounting Quarterly, 9(1), 22-25,27-30. Retrieved from http://search.proquest.com/docview/222844916?accountid=45049 The Royale Chulan Hotel Kuala Lumpur, Kuala Lumpur, Malaysia. (n.d.). Retrieved November 3, 2016, from http://www.booking.com/hotel/my/the-royale-chulan-kuala-lumpur.html Read More