Business Plan Of Xinghai Hotel Apartment

Xinghai hotel apartment is located on 32th-45 th floor of Grand Hyatt hotel, in Xinghai Square. The Grand Hyatt hotel is operated by Hyatt group which awards global top 10 hotel management group. Grand Hyatt Dalian is the second hyatt hotel in north area, the construction was began in 2010 and finished in 2013. Grand Hyatt Dalian is owned as holding property by CRDL and GIC.The original plan was to sell every apartment individually, however, due to the internal reason of CRDL, the positioning of the hotel apartments has been kept wobbling. Since fast economic changes in the present society, CR group missed in the peak period of real estate market in recent years. Due to the same tower with Grand Hyatt hotel, the room rate of apartments is only 67%, it raised the difficulty for selling. Under the effect of multiple factors, CR group's first plan which was through the selling of luxury apartments to rapid recover investment cost of the hotel has been open to question.This business plan is for the hotel apartment project, in order to study the feasibility of the project as a rent serviced apartment. The first part of business plan has been clear about the background and significance of thesis, then introduce the project attributes which began with projects in market environment as the starting point, analyses the project environment and the projections for the future market, use Michael Porter's Five Forces Model to analyze industry status. This business plan through to the target customers of market research, demand analysis and comparison with typical cases study, identified the objective of the product positioning, pricing, and project management related arrangements. Combined with the objective of the product positioning, this business plan through the The Marketing Theory of 4Cs and with the study of competitive project advantages and disadvantages, confirmed the competition of marketing strategy and service innovation scheme, and predict the risk of the project and made the plan of aversion. Finally through financial estimates predict the yield of the program over the next 10 years, serviced apartments with a total investment amount is?228.56 million, The EBITDA Margin achieved 40% which meet the requirement of CRC group, project has the feasibility. This article through to hotel apartments project on the analysis of a complete business plan and implement the aspirations of shareholders of the project.