group assignment the marketing plan for asteria mui ne resort

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<b>FPT UNIVERSITY- CAMPUS HO CHIMINH</b>

Group name: Sunshine

<b>Name of group memberCodeContribution (%)</b>

1. Huỳnh Phúc Khang SS181048 100

3. Hoàng Bách Phụng SS180596 100

5. Nguyễn Hoàng Gia Hân SS170538 100

<b>Ho Chi Minh City, 29/2/2024</b>

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<b>TABLE OF CONTENTS</b>

<b>I. INTRODUCTION ……….3II. THE ISSUE OF ASTERIA MUI NE RESORT</b>

<b>1. Customer analysis ……...………..42. STP Analysis ...………...5III. THE PROMOTIONAL PLAN FOR ASTERIA MUI NE RESORT IN SUMMER 2024</b>

<b>1. Flower of service and Blueprint of services ………..…102. Promotional plan ……….13IV. REFERENCES ……….23V. APPENDIX ……….26</b>

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Asteria Mui Ne Resort, a luxurious resort situated on the picturesque coast of Mui Ne, Vietnam, captivates travellers with its exquisite beachfront location. Tucked away amidst immaculate stretches of white sand beaches, this remarkable resort presents itself as a tranquil haven for those who yearn for serenity, the allure of nature's splendour and warm hospitality.

The resort is proud to offer a multitude of exquisite and roomy lodgings, consisting of 347 fashionable rooms and suites. Every living area is thoughtfully created with contemporary conveniences, refined furnishings, and awe-inspiring views of the ocean or garden. Whether you are an individual explorer, a duo seeking a romantic escape, or a family in search of an unforgettable holiday, Asteria Mui Ne Resort presents an array of choices tailored to your desires and requirements.

People who love food will find pleasure in the wide range of dining choices available at the resort. The restaurants located on the premises offer an enticing variety of both local and international dishes.These delectable meals are expertly crafted by talented chefs, who utilise fresh ingredients sourced from the local area. Whether you prefer a laid-back meal by the beach or a more extravagant and refined culinary adventure, Asteria Mui Ne Resort has something to satisfy everyone's palate.

The resort takes great pride in its exceptional amenities and top-notch services. Visitors have the pleasure of indulging in a wide range of leisure activities, including rejuvenating spa sessions, thrilling water sports, and serene moments of swimming in the pool. Moreover, there is A'Srina Hall, a source of inspiration for productive business gatherings and conferences. This exquisite space has been meticulously crafted to cater to diverse tastes and individual preferences.

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<b>II. THE ISSUE OF ASTERIA MUI NE RESORT</b>

<b>1. Customer analysis</b>

Mui Ne is known as a tourist destination in Binh Thuan province, famous for its wild and majestic natural beauty. It is a region with the advantage of mountains and the sea, with a coastline that is considered to be one of the best in Vietnam. As a result, the resort real estate market in Mui Ne has seen significant growth since 2022, attracting many investors. In addition, the construction of infrastructure projects such as the Dau Giay - Phan Thiet expressway and the Phan Thiet airport is expected to further boost tourism in Mui Ne. With these advantages, Asteria Mui Ne resort is well-positioned to attract a large number of customers. (Novaworld Mũi Né Marina City, 2022)

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proven to elevate productivity by fostering relationships, boosting morale, building trust, and promoting overall well-being while mitigating stress and minimizing interpersonal conflicts at work (Tina, 2024). Empirical data underscores the positive impact of team-building initiatives on organizational success. CEOs, acknowledging that a lack of teamwork can lead to business failures, place a premium on fostering stronger employee bonds to ensure coherent workplaces and maintain revenue streams. Up to 86% of CEOs believe that overall business failures are caused by a lack of teamwork (Tina, 2024). Moreover, team-building activities contribute to creating lasting memories, aligning with the prevalent trend in Vietnamese businesses to combine team-building with tourism and entertainment. (Anh Duong, 2019)

Our resort's model aligns seamlessly with corporate activities, particularly team building. Resorts offer an ideal environment for corporate functions, excelling in hosting meetings, events, and team-building activities (Campell, 2016). The tranquil ambiance associated with resorts fosters a productiveatmosphere, making them an ideal setting for retreats and team-building exercises, especially during the summer months when pleasant weather enhances the overall experience. Many companies capitalize on this by organizing retreats and team-building exercises during this time (Dasgupta, 2023). The unique combination of relaxation and engaging recreational activities in resorts contributesto successful and memorable corporate outings. (Dasgupta, 2023)

Summer is particularly suitable for team building, as it addresses the challenge of maintaining employee motivation and engagement during a season traditionally associated with leisure and vacations. Experts highlight the strategic value of combining summer travel with team-building exercises and employee development opportunities (Lynda, 2023). The abundance of outdoor venues, including resorts, beaches, and green spaces, makes summertime an ideal period for planning engaging team-building activities, further enhancing the overall success and impact of such initiatives.Therefore, targeting corporate clients for our resort's promotional plan is not only aligned with prevailing business trends but also strategically positions us as the ideal partner for fostering teamwork, productivity, and positive corporate culture in a tranquil and memorable setting.

<b>C. Positioning</b>

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Customers ranked Lang Tre Resort as the number one hotel and resort on Tripadvisor.com. Lang Tre Resort is famous for its natural beauty of tropical plants, as well as its extremely high-quality utility services, which has been trusted by tourists since 1998. It received the World Luxury Hotels award certificate in 2018, the Best of the Best 2022 title, and numerous other prestigious awards.

Service: High quality spa and restaurant, yoga classes, meditation garden, gym, meeting room, children's area, discovery tours, beach weddings, cultural arts performances, activities and teambuilding at beach.

Room: 152 rooms in Vietnamese style, simple but elegant. Highlights include private balconies, bamboo wood floors, open bathrooms and ocean views. Lang Tre Resort has 8 types of rooms: 32m2 - 56m2, equivalent to prices from 4,200,000 VND - 8,300,000 VND.

With many reasonable combo offers, Bamboo village resort has been a favorite destination for tourists, maintaining its position in the market.

<b>Victoria Phan Thiet Resort: </b>

Victoria Phan Thiet is the top-rated resort on Tripadvisor.Victoria Phan Thiet Beach Resort & Spa, which has the greatest green space in Mui Ne at up to 7 hectares, is famous as the Vacation Paradise, a destination that combines traditional hues with warmth and intimacy. However, it is distinct and evokes a fresh emotion. The resort offers villas and bungalows with rustic Vietnamese country-style roofing and complete facilities, such as an infinity pool and multi-function jacuzzi.

Features a system of restaurants, conference rooms, afternoon tea sessions, souvenir stores, amusement parks, and a variety of entertaining and teambuilding activities, including badminton, tennis, table tennis, volleyball, and others. Water activities include an infinity pool, water polo, kayaks, and surfboards. There is also a Kid's Club.

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Room: Victoria Phan Thiet Beach Resort & Spa is certain providing with 8 room types ranging from 5,700,000 to more than 22 million, and room areas ranging from 25m2 to 250m2, it will provide you with sublime sensations and unforgettable experiences. Another wonderful and unforgettable vacation with family and friends.

<b>Caty Resort: Ranked 3rd among resorts on Tripadvisor by tourists.</b>

Ca Ty Mui Ne is beautifully and distinctively constructed, perfectly mixing traditional and modern designs. Situated on a 1.5-hectare plot of ground, the Resort devotes the majority of its space to lush gardens and outdoor facilities, allowing visitors to immerse themselves in nature and thrilling activities. Swimming, BBQ parties, and MICE events (Meeting/Incentive/Conference/Exhibition) may accommodate up to 1000 persons.

Service: Services such as teambuilding activities, swimming pool, free bicycles, laundry at reasonable prices will satisfy visitors when coming to Caty Resort.

Room: Consists of 96 guest rooms with all the appliances and equipment needed; there are six different types of rooms, and the costs range from over 2 million VND to 5.8 million VND, from 28 to 80 square meters.

Asteria Mui Ne Resort's present positioning strategy can be examined using Position Map to identify its strengths and weaknesses based on the examination of the top three rivals.

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Reasonable price with unique and variety high quality service.

Large amount of rooms: 347 rooms. In December 2017, Binh Thuan province welcomed over 500,000 visitors, with nearly 50,000 during the New Year 2018 holiday. Resorts reached 95% capacity, with many 4-5 star resorts reaching 100%. However, Mui Ne - Phan Thiet still lacks 10,000 hotel rooms during peak tourism season. In 2022, resorts in Binh Thuan are estimated at 2.9 million visits.

Unique and high quality services: Nature Discovery, Adventure Excursions, Culture Immersion, Culinary Experiences, Wellingness & Relaxtion, Special Occasion. (Asteria, 2023)

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Check-in time.

<b>III. THE PROMOTIONAL PLAN FOR ASTERIA MUI NE RESORT IN SUMMER 2024</b>

<b>1. Flower of service and Blueprint of service.</b>

<b>A. Flower of service</b>

<b>Figure 5. Flower of service model.</b>

Core product: Providing high-class resort services with many amenities.

Facilitating elements:

Information: The services of Asteria Mui Ne resort are fully displayed on the resort's official website or through booking platforms (Booking, Tripadvisor, etc.) or social media platforms like

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related decisions after viewing positive and inspirational videos on the platform (MISA Cuk Cuk, 2022). Utilising TikTok for marketing campaigns with appropriate hashtags is crucial for reaching a wide audience, as demonstrated by the platform's influence on travel-related decisions. By incorporating these video and social media marketing strategies, Asteria Mui Ne Resort can effectively engage Corporate Clients and expand its reach in the competitive tourism market.

<b>Figure 8. Power of Social Media.</b>

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<b>Figure 9. Role of TikTok in booking.</b>

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<b>Figure 11. Travel + Leisure.</b>

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Cost of making a video marketing:

Documentary DP (Director of Photography): 19,694,000 VNDrone Operator: 23,387,000 VND

Commercial Video Editor: 17,232,000 VNDMotion Graphic Editor: 14,771,000 VNDGaffer: 7,885,000 VND

Grip: 7,885,000 VNDTotal: ~ 90,854,000VND

Cost of Facebook and TikTok:Facebook posts: 600 - 900 VND/clickFacebook to website: 700 - 1000 VND/clickVideo: 450 - 700 VND/view

Display advertising cost: 3,5 - 8 VND per impressionTikTok advertising: 200,000VND

Total: ~ 100,000,000VND Facebook and 100,000,000VND TikTok

<b>Public Relation</b>

Cost of public releases:

Heritage magazine: ~ 100,000,000VNDBao Binh Thuan: ~ 22,500,000VNDTotal: ~ 122,500,000VND

Cost of organizing a business conference: A capacity of 500 people

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Stage: 375,000,000VNDLED screen: 15,000,000VNDAudio package: 3,000,000VNDPodium: 1,200,000VNDCheck-in: 5,000,000VNDPersonnel: 8,000,000VNDSpeaker: 4,000,000VNDTotal: ~ 411,200,000VND

<b>E. Expected Timeline</b>

<b>Figure 12. Expected Timeline.</b>

F. Evaluation Metrics

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Embarking on the evaluation journey for Asteria Mui Ne Resort's summer promotional plan involves a nuanced exploration of diverse metrics that collectively illuminate the campaign's impact. This evaluative approach integrates both internal and external perspectives, allowing us to glean valuable insights into operational efficiency and guest satisfaction. From measuring employee engagement to assessing guest loyalty, financial performance, and the effectiveness of promotional content, our comprehensive evaluation strategy aims to paint a detailed picture of the campaign's success. As we navigate through the intricacies of mid-campaign and post-campaign surveys, the combined analysis of these metrics will guide us in refining strategies, fostering continuous improvement, and ensuring the overarching success of our promotional endeavors.

<b>Figure 13. Evaluation Metrics. </b>

<b>IV. REFERENCES</b>

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Asteria (2022) Thay đổi vị trí của bạn và tận hưởng khơng khí trong làn. Available at:

(Accessed20 January, 2024).

Bamboo Village (2022) Home. Available at: (Accessed 20 January, 2024).

Bamboo Village. (n.d.) Accommodations Archives. Available at:

(Accessed 20 January, 2024).Caty Mũi Né Resort. (n.d.). CÀ TY MŨI NÉ RESORT BEACH & SPA. Available at: (Accessed 19 January, 2024).

BB Group Hospitality. (n.d.). Victoria Phan Thiết Beach Resort & Spa. Available at: resorts.com/victoria-phan-thiet-beach-resort-spa-vi. (Accessed 19 January, 2024).

. (n.d.). Victoria Phan Thiết Beach Resort & Spa - khách sạn 4 sao tại Phan Thiết. Availableat: (Accessed 23 January, 2024).

Asteria (2022) Asteria Mui Ne Resort, Phan Thiết, Viê dt Nam. Available at:

(Accessed: January 22, 2024).Phú Nguyễn (2023) Review Resort Asteria Mũi né. Available at: (Accessed 23 January, 2024).

Tripadvisor. (n.d.). ASTERIA MUI NE RESORT (Mũi Né) - Đánh giá Khu nghf dưgng. Available at: (Accessed 15 January, 2023).

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Tripadvisor. (n.d.). 10 Khách sạn tốt NHẤT tại Mũi Né năm 2024. Available at:

Hotels.html. (Accessed 15 January, 2023).

(n.d.). Asteria Mui Ne Resort, Phan Thiết, Viê dt Nam. Available at:

(Accessed 19 January, 2023).

Novaworld Mũi Né Marina City (2022) Sự biến động thị trường bất động sản Mũi Né năm 2022. Available at: (Accessed: January 23, 2024).

Tina (2024). Team Building Statistics: Effectiveness and engagement in 2024. Available at: (Accessed 23 February, 2024).

Anh Dương (2019). Xu hướng phát triển của team building tại Việt Nam. Availablte at: (Accessed 23 February, 2024).

Dasgupta, N. (2023) 'How to target corporate clients to your hotel in 2023? featured,' STAAH Blog, 7February. Available at: (Accessed: February 23, 2024).

Meetings, M. (2019b) Why resorts are ideal for teambuilding and CSR. Available at:

(Accessed: February 23, 2024).

Lynda (2023) 'Why Summer is the Best Time to Recognize Your Team and Celebrate Achievements,' TrainingEdge, 25 August. Available at: (Accessed: February 23, 2024).

Events, I. (2023) 'Top 5 reasons why Summer team building activities are crucial for companies in 2023!,' INTRODUCING EVENTS, 23 May. Available at:

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