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UNIVERSITY OF HERTFORDSHIRE

Bachelor of Arts, Business Administration

Business and Commercial Awareness

Lecturer: Mr Tham Yuen Hoi

BABA6

Wei ZiSen

Implementation Plan for Royal Hotel - Marketing Department

1.Structure

Tourist arrivals in Singapore are expected to grow strongly in 2013, especially with the phased opening of the integrated resorts. This will hopefully benefit hotel in Singapore. Hotel Royal will still have a challenging year to build up its brand name. Our investment property in Singapore, is actively marketing its vacant space and we will be doing some major renovation works on the property this year for a major long-term tenant.

Far East Organization is the largest private property developer in Singapore, with a growing reputation for building innovative and functional spaces and providing high quality experiences and value for its customers.

Since its establishment in 1960, Far East Organization has been contributing to the transformation of Singapore's urban landscape

Royal Hotel

Situated along Newton Road, Hotel Royal is a 5-minute drive from Orchard Road’s shopping belt. It features 4 dining options, a swimming pool and cozy rooms with a cable TV. There is also a self-service launderette with washing machines, ironing facilities and a drinks vending machine.

Rooms at Royal Hotel have large windows that offer plenty of natural light. Each room is well-equipped with a safety deposit box and tea/coffee maker. A bathtub and toiletries are provided in the en suite bathroom.

Recreation choices include working out at the fitness centre, or enjoy a relaxing massage. The hotel offers currency exchange services, while a tour desk can assist with travel arrangements.

Jade Room Restaurant serves a delicious spread of Peking dishes. Guests can also enjoy local dishes and desserts at the 24-hour Trishaw Coffeehouse.

Marketing is the process of communicating the value of a product or service to customers. Marketing might...