# Planning # Introduction With the improvement of people's living standards, the hotel catering industry has also begun to develop. In order to promote hotel consumption, marketing planning should be made. The following is an unorganized hotel marketing plan, welcome to read!
A hotel marketing plan
I. Internal management of restaurants
1. Operation and management of kitchens.
(1) According to the market situation and the needs of different periods, discuss with the chef * * * and formulate the holiday catering promotion plan in different periods of the year, and collect the feedback from the guests to improve it during the implementation.
(2) Cooperate closely with the kitchen, change the menu regularly, launch new dishes regularly, constantly improve the production technology and product quality, make products strive for perfection, check the quality of dishes after the launch, and feedback the opinions of guests in time to improve the quality of dishes and meet the needs of guests.
(3) urge the chef to do a good job in food hygiene, cost accounting and supply standards. Grasp the supply and preparation of kitchen ingredients every day, and coordinate with the chef to do related work.
(4) urge the chef to do a good job in hygiene and safety in the production department, implement the food hygiene system, and carry out regular safety protection and fire prevention education to ensure production safety.
(5) regularly analyze the operating costs with the director of the production department, formulate the cost control plan, and supervise its implementation.
2. Management of restaurants.
(1) Make the gross profit of food sales and strictly control the food cost.
(2) Write operating rules, improve service quality, formulate job responsibilities and service standardization procedures for restaurant employees, supervise and check restaurant managers and employees to serve customers according to service standards, and continuously improve service quality and work efficiency.
(3) Carry out employee training at all levels to improve the overall quality of employees. Assign special personnel to make employee training plans and organize employees to participate in various training activities, so as to continuously improve employees' service awareness, service skills, skills and service quality and improve work efficiency.
(4) formulate the assessment standards for managers, services and staff at all levels, and carefully assess the daily work performance of department managers, so as to stimulate the morale and enthusiasm of employees.
(5) organize service skill competitions to show the service skill level of employees. Select and reward employees who have achieved excellent results in the competition, so that employees can continue to learn business knowledge.
(6) Strengthen the maintenance of various service facilities and appliances, assign special personnel to be responsible for it, manage it by special personnel with clear responsibilities, define the inspection items of facilities and appliances, and conduct regular and regular inspections to ensure the normal use of equipment and facilities and reduce accidents.
(7) Do a good job in building the workforce, grasp the ideological trends of employees, and provide excellent employees with opportunities for promotion and salary increase through evaluation and assessment.
(8) before the start of the meal, organize all the salesmen and the heads of production departments to hold a pre-shift sales communication meeting to understand the supply and clearance of dishes on that day, so as to do a better job in sales promotion.
(9) Strengthen the inspection and management of pre-meal service environment, service material resources and hygiene to ensure a comfortable dining environment for customers and improve service efficiency.
(11) flexibly arrange the shifts of service personnel, strengthen personnel control during the opening of the market, and ensure sufficient personnel in the service to ensure the service quality.
(11) Strengthen on-site supervision, strengthen walking management, properly handle guest complaints, establish good relations with guests, and organize a summary meeting after work every day.
(12) Establish a system for collecting customers' opinions in restaurants, so as to reduce the probability of customers' complaints, such as setting up a guest opinion form, a service opinion book and a product opinion book. According to the feedback information, find out the shortcomings of service work, take measures to strengthen pre-meal control and in-meal control, and improve service quality.
(13) Organize regular administrative meetings of restaurant managers to solve existing problems and listen to employees' opinions and suggestions on internal management and external sales of restaurants.
(14) Establish the management system of restaurant materials, strengthen the management of restaurant food raw materials and articles, and arrange special personnel to take charge of the collection and storage of food raw materials and articles.
(15) Check whether the cost of food and materials in restaurants and kitchens is too high, ensure that the transfer-in and transfer-out of various costs are reflected, and make rational use of water, electricity and other resources to reduce waste, reduce expenses and increase profits.
(16) Pay special attention to the hygiene and safety work of the restaurant, assign special personnel to check the cleanliness of the restaurant, and assign special personnel to clean and tidy all areas of the restaurant regularly to provide guests with a comfortable and high-quality dining environment.
2. Cost control
1. Formulate the management system of energy expenses (water, electricity, oil and gas), maintenance system, supervision system and reward and punishment system.
2. Establish scientific standards for rational use of energy consumption, install independent water meters and electric meters in various regions, and make monthly statistics. After January, refer to the standards and give appropriate rewards to the achievements of energy-saving departments according to percentage.
3. Propagandize and instill the concept of energy conservation, encourage employees to put forward reasonable suggestions on energy conservation, and implement a two-way research project responsibility system of energy conservation and expenditure reduction.
4. Strictly check and accept the goods, and establish a system of goods warehousing and storage. From purchasing-receiving, inspection-inventory, storage-delivery, inventory-processing-service sales-sales revenue, it is required to strictly control each pass.
5. according to the catering consumption information on the booking day and the number of catering consumers predicted on that day, purchase goods according to the plan to avoid the backlog of goods and affect the operation of funds.
6. Prepare the raw material procurement plan, establish the procurement approval process, do a good job in procurement management, put an end to collusion and cheating between the supply and demand sides, and replace the buyer every six months according to the usual practice in the hotel industry.
7. Organize the restaurant staff to conduct market survey at least once a month to understand and master the variety and price changes of raw materials in the market, and accurately determine the purchase price of raw materials for various dishes.
8. Strengthen the management of the use of low-value consumables, and exchange old stationery for new ones, so as to prevent employees from using guest materials and prevent restaurant materials from being stolen.
9, food processing comprehensive utilization of scraps, improve the yield of food, such as radish skin can be used to make snacks before meals.
11. In order to control the cost, the food for guests and the food for employees should be separated, which is beneficial to accounting.
11, do a good job in employees' ideological work, and put an end to employees stealing food.
12. Train employees to be "versatile at one post". If there is a shortage of staff for large-scale banquets, logistics procurement, engineering and other personnel can be mobilized to participate in the work.
13. The staffing should be reasonable, and the needs of the work should be fully considered, so as to reduce unnecessary post setting and unnecessary management level setting.
14. Divide the responsibility of controlling food cost into all departments, and implement the method of picking materials, cost accounting, rewards and penalties by departments according to the principle of "who is in charge, who picks up materials, who confirms them, who signs the bill, and who is responsible". Those who overfulfill the planned tasks of the month and save costs will be given corresponding rewards, and those who fail to complete the planned tasks of the month or have poor cost control will be punished accordingly.
15. Make clear the brand and price of the goods. Generally, food raw materials include cooking oil, rice, flour, all kinds of meat products, eggs, poultry, dried and fresh vegetables and fruits, aquatic products and various seasonings, etc., with various varieties and different prices.
16. All purchased items, including those delivered directly to the hotel by the agreed supplier, whether they are raw materials such as main ingredients, ingredients and seasonings of dishes, or drinks, drinks, supplies and utensils, must be registered and accounted for by computer and account book respectively when they are put into storage, and the food raw materials that are taken out of storage should be kept in account by account book in addition to being printed out by computer every day.
17. The finance department of menu ordering, menu addition and snack card used in restaurants should not only audit and check the dishes, drinks and beverages sold every day, but also check the serial number of menu ordering, menu addition or snack card to prevent account evasion, account leakage and evasion, which will increase the cost of hotel catering and cause economic losses.
18. Establish a strict loss reporting system for deterioration, damage and loss of raw materials, and formulate a reasonable loss reporting rate. The department head shall report the loss to the financial warehouse, fill in the loss reporting form according to the name, specification and weight, and explain the reasons for those who exceed the specified loss reporting rate.
19. There should be various channels for purchasing goods. Green vegetables can be wholesale in Kaiping, game in Jiangmen restaurant and seafood in coastal areas, so as to control costs and improve price competitiveness.
21. introduce the management concept of "six regulars" and fully mobilize the self-discipline of employees in combination with their own business practices. The essence of "six regularities" is: work is always studied, daily rectification is always carried out, the environment is always clean, things are always stipulated, everyone is always self-disciplined, and all staff are always marketing.
3. Marketing
1. Under the influence of national policies, to do a good job in restaurant management, we should take (delicious, characteristic and affordable) as the development direction of catering.
2. Understand the catering market information and competitors' situation, do a good job in positioning the catering service of our restaurant, and urge everyone to implement it.
3. internally coordinate the opinions and work of various departments, and liaise with major companies, organizations and enterprises for good relations.
4. Make use of various media channels (leaflets, short messages, WeChat, radio, television, newspapers, etc.) to widely publicize, increase the restaurant's awareness, lock in the target customer base, and increase the publicity for the target customer base.
5. The restaurant design brochure introduces the restaurant style, location, telephone number, number of seats, service mode, business hours and various special dishes.
6. Establish regular customer contact files, establish good relations with guests, solicit opinions from guests through interviews and telephone interviews, handle complaints from guests, and sell restaurant products.
7. To improve the quality of wedding service, we should further standardize the operation process and service standards of wedding service, give full play to the hardware advantages of the wedding venue in our restaurant, and increase the atmosphere of the wedding scene.
8. combine the concept of keeping healthy by eating with integrity from time to time throughout the year, and introduce health-keeping dishes suitable for the season.
9. Explore the cooking materials, make brand-name dishes, improve the quality of dishes, and create a special product of our restaurant.
11. Develop products with the theme of green, healthy, pollution-free, pollution-free and health care.
11. Make use of environmental resources in different seasons to create special banquets, such as oyster banquets.
12. Cooperate with local photo studios and wedding companies to increase wedding banquets in restaurants.
13, fully mobilize the enthusiasm of employees, do a good job in all-staff marketing, and formulate a reward commission plan for festive banquets. For example, employees of our restaurant will give corresponding commissions when introducing festive banquets.
14. Give full play to the favorable resources, introduce more high-profit products such as juice drinks and snacks, and give a certain percentage of commission to the salesmen.
15. Knowing the dietary preferences of local customers, we should give full play to the advantages of our restaurant in seafood pool and focus on local wild seafood.
16. Make souvenirs (lighters, key chains) that promote the service of our restaurant, such as festivals and birthdays, and give gifts to guests or old customers.
In the future work, we will take this as the basis and make continuous improvement according to the specific operating conditions and problems of the restaurant.
Chapter II Hotel Marketing Plan
In order to smoothly carry out off-season marketing, the marketing management department has firmly established the business philosophy of "taking the market as the guide and taking sales as the leader", and according to the actual situation of the building, the off-season marketing plan has been specially formulated. Now the details of the plan are reported as follows.
first, the definition of the problem
xx season is approaching, and the hotel service industry has ushered in the first stage of the off-season in a year. As one of the high-end hotels in xx City, xx Building is about to face a market change with both opportunities and risks, and the market management department is also facing the first "big exam" after the new building is integrated. How to improve the occupancy rate of rooms and venues in the off-season has become the first problem to be considered in the off-season marketing work.
2. Environmental analysis
1. Market conditions.
In recent years, with the acceleration of urban expansion and municipal construction in xx, as well as the completion and operation of xx hotels and other hotel catering enterprises, the pattern of hotel catering market in the region is undergoing profound changes, and the market competition between new and old hotels is becoming increasingly fierce. On the other hand, with the development of the city, the business in this region is active, the economy is developing rapidly, the development potential of hotel catering industry is promising, and the market risks and opportunities coexist.
At present, there are few high-grade hotels near xx Square in xx City, only one xx hotel in xx Building, and the rest are three types of mid-range hotel catering enterprises. The main competitors of xx Building are xx Hotel, xx Hotel, xx Hotel and Erdos Hotel. From the market point of view, the market of mid-range hotels is becoming increasingly saturated at the moment, and the competition of high-class hotels will not be fierce in the next two or three years. However, under the current global economic puzzle, all walks of life are shrinking their expenses, and the market demand of high-class hotels is actually compressed. The capacity of xx hotel service market itself is small, and high-end hotels may eventually be forced to participate in price competition, thus forming a chain reaction, which will have a huge impact on the whole market structure.
2. Competition.
For the hotel catering service industry, every hotel with the same level (such as Hongqiao and Sun God Hotel) is a competitor of the building, and some hotels that do not belong to the same level are also potential competitors.
judging from the current situation, it is not only a handful of other high-rise hotels that can be called the direct competitors of the building in xx city, but also the newly opened xx Hotel and xx Hotel near xx Square in xx and xx, as well as several comprehensive hotels (mainly referring to xx Hotel) with the same positioning and similar services around, especially the threat of xx Hotel to xx Building. Although xx Building is a class hotel near xx Square at present, which has the characteristics of this region in hardware and services, xx Hotel, as a quasi-xx-star hotel, will probably change this pattern after it is officially opened. Especially under the condition that the comprehensive supporting facilities of the building are still not perfect, xx Hotel will have a necessary impact on the stable operation of the building. And hotels like xx Hotel and xx Hotel, which are basically similar and homogeneous with the building, are not as high as the building, but they are bound to form a diversion pattern for some markets with specific needs (such as comprehensive meetings), especially the whole xx market. In the long run, the impact of such hotels on xx Building will be far-reaching.
3. Distribution status.
At present, the distribution channels of xx Building are divided into two structural types, namely direct channels and indirect channels. The so-called direct channel, that is, the marketing staff of the marketing department directly face customers, directly publicize the building through strange visits, airport counter sales, telephone marketing and other ways, and then sell rooms, venues and restaurants, including the front office department and the catering department directly receiving individual guests who stay and book at home; The so-called indirect channel, that is, the front office cooperates with xx and other website operators, and carries out the pre-sale of building rooms through online publicity and electronic reservation. summary