TRM 472

BUSINESS STRATEGY
Group Project:

Submitted by: Yasemin AKSOY & Ne

e ROMAN & Gnce MALAN

Sumitted to: Maria DOLORES ALVAREZ

04/06/2011

T BLE OF CONTENT

INTRODUCTION Four Seasons brand is born in 1960 and the first Four Seasons hotel opened in 1961 in Toronto, Canada. Four Seasons has grown from 125-room motor hotel to 84 in 34 countries in 60 years focused solely on the guest. Four Seasons Hotels, Inc. is a Canadian-based international luxury hotel management company. Four Seasons Sultan Ahmet is created from a century-old neoclassic Turkish prison in the core of Istanbul. It is very close to the Blue Mosque and Topkapi Palace. Four Seasons Sultan Ahmet is luxury boutique hotel focusing on quiet and comfort which has 65 guest rooms and suites, an open courtyard. Four Seasons follow the new trend in accommodation industry which is becoming a boutique hotel and in the same time depending on the chain.

Four Seasons Sultan Ahmet expertise in world cuisine and offers superior accommodation facilities to its guests from all around the world with its old-neoclassic Turkish prison. It provides hospitality service for events and leisure tourist and also business people and it operates in tourism industry. Its services are accommodation which generates 55% of revenues , and the meeting, F&B ,and outside catering which division generate 20% and s events that generates the 25% of its revenue Four Seasons Sultan Ahmets main competitors .

are W Hotel Park Hyatt Hotel Best Western Acropol Four Seasons Sultan Ahmet is a hotel which serves for the both domestic and international market with luxury standards. It is private own by Max Sharp and franchised to Istanbul beginning with Four Seasons The Bosphorus and the head office for Four Seasons brand in Canada and the Europe head office is in Switzerland.

EXTE NAL ENVIRONMENT ECONOMIC ENVIRONMENT To start with economic environment international tourism had recovered with the growth of 7% in 2010. But still the tourism sector continues to face with challenges from uncertainty in many economies to unemployment and increasing energy prices. Hence, the companies in tourism, tries to cut down their cost and revise the priorities of company. POLITICAL ENVIRONMENT The political environment has a significant effect in the industry. The government s policies, legislations, code of laws affect the supply and demand in tourism. The political instability has negative impact on hospitality and makes the business activities shrinking. For instance, after the Mavi Marmara Ship case, Israel has canceled all the reservations in Turkey. To explain the impact of legal forces on hospitality industry with an instance, the VAT (Value Added Tax) is for accommodation %8 and alcoholic beverages %18 .This situation can be evaluated as an advantage for the hotel s restaurant which serve nonalcoholic beverages and disadvantage for the hotels that have bars and the restaurants which serve alcoholic beverages. GLOBALIZATION From the globalization perspective, business travel has increased rapidly in the industry. The companies have been trying to be an actor in the international business. World become a global village and boundaries are blurred. Employees, managers travel abroad more frequently than

before. Therefore, the business travel increased the sales volume in accommodation. Another important industry trend is boutique hotels. Boutique hotels provide quality accommodation services in small, charming and luxury environment. They offer excellent service, highest standards, notable beauty and competitive fair prices. In today's highly competitive business world global hotel chains are constantly looking for getting a share from the boutique business. To mention the social and demographic environment, hospitality industry offers job opportunities for the minorities and the women. TECHNOLOGY Technological satisfaction by every type of tourist is so important, so hotels should pursue the last technological advances and carry out the new applications. The hospitality sector should improve itself simultaneously with the technology to satisfy the needs and expectations of the guests. INDUSTRY Many types of hotel categorizations which can be counted as historical hotels, special class hotels, residence hotels, 5 star hotels, 4 star hotels, 3 star hotels, 2 star hotels and guest houses and boutique hotels are in Istanbul. Boutique Hotels Istanbul provides quality accommodation services in small, charming and luxury Istanbul hotels. They offer excellent service, highest standards, notable beauty and competitive fair prices. They are boutique because they are unique. In Turkey, categorization is done by the Ministry of Culture and Tourism. Istanbul hotels are addressed to foreign tourists in general. Most attractive feature of Istanbul is its deep history. Therefore, many tourists are coming to Turkey for wander-lust tourism. In recent years, Istanbul has become a significant meeting center. At this point, there have been a plenty of large congress and meeting spaces around Istanbul. Tourism industry in Istanbul is still

growing and there are structural barriers to entry such as high capital costs, poor infrastructure facilities, scarcity of land. TRENDS Green sustainability is changing the way of life. Using of energy, waste management and going green are the new terms of the century. Green hotel trend is the reflection of these terms in to hospitality industry. With the growing number of conscious tourist about the environment, hotel management should be taken care way of using energy, disposal of the trash, using ecofriendly products. Now customers only asking and searching for green hotels,

organizations provide green certificates to hotels, but in future it will be a requirement for every hotel and if hotels do not follow up this movement, they will lose customers. Todays guests are more health conscious and environmental friendly. Customers look for new unique experiences and different concepts in tourism. Therefore, accommodation facilities structures changed according to this demand. The companies started to focus on organic food, environmental friendly hotel and boutique hotel trend. COMPETITON The competitors of Four Seasons Sultan Ahmet is W Hotel, Les Ottomans, Park Hyatt, Best Western Acropol and the main ones of are W Hotel, Best Western Acropol and Park Hyatt in terms of location and sales volume. Best Western Acropol is a chain boutique hotel. The building is a renovated historical mansion and located in Sultan Ahmet region. It has 22 suites and air conditioned ala carte restaurant, a conference room, internet, health club, fitness center, hamam, sauna and laundry service.

Les Ottomans is opened in 2006 in a renovated Muhsinzade Mehmet Pasha Mansion located in Kurue me It has 10 special suites. The number of rooms is limited but the decoration and the view of the hotel is magnificent. Every room has a different name and different design. W Istanbul is a sub-brand of Starwood Management Company, which is among top 5 most prominent management companies of the world. W Istanbul property has a total of 136 rooms of 10 different categories. It has 46 Wonderful rooms, 23 Spectacular rooms, 26 Fabulous rooms and 12 Mega rooms of Standard room category; in addition, 15 Studio Suites, 8 Fantastic Suites, 3 Marvelous Suites, 1 Cool Corner Suite, 1 WOW Suite and 1 EXTREME WOW Suite. As the names would imply, W has a lingo of its own. W Istanbul places itself as a concept boutique city hotel. Park Hyatt located in historical Maka Palace in fashionable Ni anta residential and shopping district. It has 90 rooms and has Emporio Armani, Gucci and In-formal stores within the hotel building. Property is in walking distance to Istanbul Convention and Exhibition Centre. Competition among three main players revolves around the service, price and relationships with the customers .There are several competitive issues among these three rivals, such as the number of meeting and sleeping rooms, prices. It has 65 guest room and 4 different ball rooms. Ball rooms total pax size 275. W hotel has a total of 136 rooms of 10 different categories. The property has 4 different meeting rooms, the capacity of them is 340 m2, maximum number of pax is 100. Park Hyatt has 90 rooms and two meeting rooms, size of them is 43m2, capacity of them 12 pax whereas Best Western Acropol has 22 suites and only a small conference room. Four Seasons Sultan Ahmets competitive environment is only consist of boutique- chain hotels that are not so many in Istanbul. Four Seasons Brand operates with 2 hotels in Turkey. Customer profile is comprised of Four Seasons Brand in a remarkable amount with 35 percent, 25 percent local customers and the rest is composed of other distribution channel.

Four Season Sultan Ahmet is famous for its old-neoclassic prison design that makes it unique and known as a trustworthy, prestigious and high -quality boutique hotel by its customers due to its strong brand name. Four Seasons corporate name gives to Four Seasons Sultan Ahmet the chance of collecting and analy ing the data about the hospitality industry. With the help of analy ing the data, this hotel can forecast the next years demand and this situation heps to l establish more realistic budgetary targets in the current market.

External Evaluation Matrix Key External Factors Opportunities The continuous growth trend in hospitality industry 0.27 2 International business 0.07 3 Growth in F&B 0.07 4 %8 in VAT 0.05 2 Istanbul as leading city in boutique hotels 0.11 4 Threats Competition 0.1 2 Economic crisis in 2010 0.16 3 Instability in politics 0.07 3 Changes in consumer behavior 0.01 2 1 Total Table1: External Evaluation Matrix weight rating weighted score 0.54 0.21 0.28 0.1 0.44 0.22 0.48 0.21 0.2 2,18

FS Sultan Ahment

Bestwestern Acropol

WHotel

Table 2: Competitive Profile Matrix INTERNAL ENVIRONMENT Mi i and Vi i n Statement

According to their website, the Four Seasons Hotel does not have a mission statement , but they have their corporate values, which is quite long. In brief, they say: "The company's guiding principle is the Golden Rule, and as such Four Seasons strives to have a long-lasting, positive influence on the communities where we operate and on the people we employ and serve around the world. We believe that this is integral to our success as a company. This commitment is expressed consistently in our actions, through three main areas of focus. " The greatest asset, and the key to their success, is the people. Their guiding principle and also known as the company culture; At Four Seasons, the Golden Rule to treat others as wed wish to be treated ourselves has always been our guiding principle. They care about humanity, sense of dignity, pride and satisfaction in terms of their Golden Role. According to this boutique hotel just like all Four Season Hotels, satisfying the guests depends on the united efforts of many, the company with its partners (employees) are most effective when they work together cooperatively, respecting each others contribution and importance.

ORGANIZATIONAL CHART

GENERAL MANAGER
F&B EXECUTIVE FRONT OFFICE MANAGER SALES EXECUTIVE BANQUET SALES EXECUTIVE HOUSEKEEPING EXECUTIVE TECHNICAL SERVICE EXECUTIVE SECURITY EXECUTIVE HUMAN RESOURCES EXECUTIVE IT SUPERVISOR ACCOUNTING MANAGER

Four Seasons Sultanahmet, a boutique hotel, is managed and operated by Four Seasons Bosphorus, that is to say; almost every decision is taken from the headquarters of Four Seasons Bosphorus. These executives are responsible to mea sure the decisions properties which are taken by the headquarters. However, headquarters may be inadequate to see specific problems of the Four Seasons Sultanahmet. So, the executives of each department have responsibility in order to overcome with the problems faced.

There is diversity in Four Seasons Sultanahmet like all Four Seasons Hotels since it is a franchising boutique hotel, so the CEO and general managers of the company are not from Turkey. The Four Seasons Sultanahmet culture is personified by its employees who share the

common goal of offering excellent service to customers. From the time Four Seasons opened its first hotel, its work culture was based on trust and mutual respect and it allowed employees to flourish and succeed.

HUMAN RESOURCES The company strives to be a home away from home for its employees. This is a company that respects diversity in its workforce and encourages candidates from a variety of backgrounds to apply for available positions. Four Seasons Hotels and Resorts are committed to offering training to employees at all levels, to help all staff reach their potential with the company. With a culture built on mutual respect, a growing world of opportunities and an environment that supports the personal drive for excellence, a Four Seasons career can be exceptionally rewarding.

Employees benefit from annual party and sporting events, life insurance and medical insurance, paid holidays, incentive bonus, paid holidays and employee service awards. The company has training, career growth opportunities and educational assistance for its valued employees in order to achieve their values with well- educated ad well- qualified employees. There is an open door policy in the company and employees feel confident toward any problem in the workplace. Orientation program is effectively done by the company and there is a cross training that provides employee to see in a broader perspective. These all opportunities are enough to motivate the employees. On the other hand, employee turnover rate is low because of the duration of work experience in Four Seasons Hotels among the chain.

FINANCE

According to their websites, there is no any information about the balance sheet or financial situation. However, Four Seasons Sultanahmet is a well- known accommodated hotel among

the visitors thanks to its worldwide brand, Four Seasons. The hotel generates revenues with low investment and managerial costs. If the hotel had a separate balance sheet, this balance sheet could probably be strong. In addition to this, thanks to its high rates, high quality service and the valued guests with the high level of income, the hotel has a financial capacity to cover its working capital and operational expenses.

MARKETING MIX

1- PRODUCT

The core product of the hotel is the accommodation and therefore, the rooms. Naturally, only this is not it offers. Supplementary products are the features what makes Four Seasons Sultanahmet hotel as unique. The Hotels historic architecture creates a variety of unique rooms and suites, all nestled around a beautifully landscaped courtyard. Standard room features include a refrigerated private bar, a large plasma television, an MP3 player docking station, and a DVD and CD player. Rooms are equipped for wired or wireless Internet access. The lavish marble bathroom includes a deep soaking tub and separate shower, a small LCD television and a separate WC. Moreover, the company has SPA services. Exclusively for Four Seasons guests, a variety of revitalizing massage treatments and Istanbul's highest level of personalized attention are available in the Health Club. Separate men's and women's saunas in the luxurious locker rooms enhance the sense of relaxation.

2-PRICE

Four Seasons Hotel applies yield management as pricing policy. Thus, it tries to apply maximum price a customer can pay for each segment. It also applies special promotions peculiar to special occasions such as Valentines Day, Holiday Season or weekend promotional packages. Therefore it is not possible to define a standard price. In addition, the hotel has 8

different room categories, therefore price range for a room depends on the category in each season in the year (summer/winter). As a general trend; it shifts between 200 - 7,000. The rates are higher than the competitors since it has one of the recognized brand names in the world. 3-PLACE Distribution channels are mainly Internet (Four Seasons hotels official website), computerized systems like CRS & GDS, and advertising channels through media (i.e. magazines), PR activities, and barter agreements. By the year 2011, variety of distribution channels used is increasing. Direct marketing is used more frequently, which will work as sending messages directly to customers. Moreover, direct response advertising is also planning to be used often. 4-PROMOTION Promotion of product is provided through internet, sky magazines, and media through brochures. Some travel agencies have also promotional agreements with Four Seasons Sultanahmet. In addition, Facebook and Twitter are used even more effectively as the world runs towards the technological age. Taking that up a notch, they could also introduce loyalty card that could be tied into both their Facebook app and their mobile app(s). Pre-book your stay either via Facebook or your iPhone, and you immediately get points added to your loyalty card to use at the resort. By the following years, more internet channels and PR activities are going to be used often for promotion purposes. 5-PEOPLE Many services depend on direct, personal interaction between customers and employees. The nature of the hosbitality service influences the customers perceptions of service quality. Customers judge the quality of the service they receive largely on their assessment of the

people providing the service. Four Seasons Sultanahmet devotes segnificant effort to recruiting, training and motivating their personel, so happy employees make the customers happy. The residents of customers are more based on guests from America. Cultural diversity is something desirable for Four Seasons Sultanahmet Hotel. Globalism brings diverse customers (and workforce) naturally. There are currently 100 employees are working on full-time and part time basis. The number of the employees enough to serve and provide the service expected. 6-PROCESS Four Seasons Sultanahmet provides high level of contact and people-processing services by nature. The process is efficient enough to have effective service delivery. 7-PHYSICAL EVIDENCE The hotel was created from a century-old neoclassic Turkish prison in the core of this fabled city steps from the Blue Mosque and Topkapi Palace. Just 65 guest rooms and suites frame an open courtyard, for an atmosphere of personal attention and ease unprecedented in Istanbul. It has a garden full of colorful flowers and a sweet yellow building. 8-PRODUCTIVITY AND QUALITY The high quality is one of the most important values for the company. The quality of the service creates productivity. In order not to let go of quality for productivity, technology is used as a supporting factor. Communication with customers by internet and phone are being technologically improved to keep quality high. Four Seasons constantly endeavours to maintain and improve the quality of its services. The company has been a major innovator in the hospitality industry, developing services to make business travel more productive and efficient, and leisure travel stress-free and more enjoyable.The customer loyalty volume increases and they differentiate themselves easily.

Undoubtedly, strength of brand brings Four Seasons Sultanahmet lots of strengths which are confidence, prestige and quality. . All of these terms are important for the sustainability of customers. Publicity is important marketing channel for Four Seasons Sultanahmet. Market share is great among its competitors because of being part of a big hotel chain.

INTERNAL EVALUATION MATRIX Key Internal Factors Streng ts high employee motivation having marketing mix low employee turnover high- quality service brand image"Four Seasons" adequate mission and vision statements good financial position adequate technological equipments adequate market share Weaknesses Being managed by Four Seasons Bosphorus away from off site recreation facilities limited rooms Weig ted Weig t Rating Scores 0,08 0,06 0,1 0,09 0,13 0,13 0,11 0,07 0,04 0,1 0,05 0,04 1 4 4 4 4 4 3 4 3 3 1 1 2 0,32 0,24 0,4 0,36 0,52 0,39 0,44 0,21 0,12 0,1 0,05 0,08 3,23

1 2 3 4 5 6 7 8 9 1 2 3

Table 3: Internal Evaluation Matrix

The brand image of Four Seasons Hotels from the perception of the visitors and effective organizational values and culture are strong strenghts when we consider it with the companys ompetitors. On the other hand, the location of Four Seasons Sultanahmet Hotel, The Old City, is away from the city center. The distance has a significant role in choosing the hotel. In addition, the headquartes from Four Seasons Bosphorus sometimes live difficulties in controlling the specific one, Four Seasons Sultanahmet and this creates another important issue to cover up.

MANAGEMENT INFORMATION SYSTEMS

Technology in Four Seasons Sultan Ahmet is not unique. As in all boutique hotels, they are providing all news cable network, CD clock radio, CD player, DVD player, fax machine on request, hair dryer, hypo-allergenic pillows on request, Multi-line telephone(s) with voicemail, refrigerated private bar, thick terry bathrobes, wired or wireless internet access, projection devices as technological inventories. Since, Four Seasons Sultan Ahmet is a franchisedBoutique Hotel, systems are automated; they are using Opera program. All the systems they are using currently updated from both Canada and Switzerland. On each Four Seasons property they are currently having Four Seasons RSS (Really Simple Syndication) systems that feeds to get updates on new properties, packages and special interests delivered directly to customers personal desktop.

OPERATIONS Rooms are mainly sold through travel agents including wholesalers and tour operators. Other marketing includes activities and techniques include Web sites, seminars and videos, direct response marketing and international sales channels from the head office. It cannot be told that Seasons Sultan Ahmet has its own development strategy because almost every decision are taken in headquarters. Four Seasons Brand operates international hotels and boutique hotel, and luxury resorts in Turkey, 36 different states in Usa, 13 different countries in Europe, 22 different cities in Asia/Pasific region and also 13 different cities in Middle East/Africa Region in business and leisure sector. To mention the market, tourism industry is a labor intensive industry and labor costs are quite high. Thats why, hotels should compensate it by cutting the other costs, such as food costs but since it is a boutique hotel, there is no case like that. Under the Four Seasons brand, Four Season Sultan Ahmet is focusing on quality service. However, the new customers

are attracted and economies of scale can be still achieved in time. Customization is important for the satisfaction the guests in boutique hotels. Four Seasons Sultan Ahmet has a limited number of accommodation facility but still can serve up to 275 people in terms meetings. IDENTIFICATION OF PROBLEM Differentiation issue mignt be a problem in the near future now it seems like not an urgent problem but still, Four Seasons Sultan Ahmet needs to pay attention. In luxury segment, the only possible way of differentiation is service quality. Main competitors Best Western Acropol, W Hotel and Les Ottamans are also providing similar amenities. For a customer, after visiting a Four Seasons property, the desire to experience another luxury hotel in the same city will be undeniable and this will make downturn in Four Seasons Sultan Ahmets loyal customer. So, it needs to distinguish itself to keep its customers and gain new ones. In order to deal with the differentiation issue, some strengths of the company have become more important such as brand name, employee motivation, high-quality service, good financial position and so on. The main threats of Four Seasons Sultanahmet are competition, instability of politics and economic crisis. From the perspective of competition, W Hotel is a well-known chain hotel and Best Western Acropol is a small hotel. All of them are providing luxury service in a similar way and thats why competition is high. Another threat is instability of politics among the countries has an effect in potential customers decision making process. Economic crisis are also important factors in hospitality industry. Economic situation of countries will affect the number of visitors.

KEY OPPORTUNITIES The main opportunities are continuous growth in hospitality industry, discretionary income has been increasing and people have more time than before to travel. Seconly, Istanbuls potential as growing boutique hotel concept is a leading opportunity for Four Seasons Sultan Ahmet.

POSSIBLE STRATEGIES A TOWS MATRIX for Four Seasons Sultan Ahmet

Strenghts 1 2 SWOT MATRIX 3 4 5 6 7 Opportunities 1 The continuous growth trend in hospitality Industry 2 3 4 5 International business Growth in F&B %8 in VAT Istanbul as a leading city in hotel business Threats 1 2 3 4 Competition Economic crisis in 2010 Instability in Politics Changes in Consumer behavior 1 3 2 1 High employee motivation Having marketing mix Low employee turnover Good financial position High-quality service Strenght of brand name Adequate market share SO Strategies Give monthly training to employees test their interpersonal communication skills (S4,O2)- differentiation Increase the variety of F&B products (S7,O3)- product development Increase marketing activities (S5,O1)- differentiation ST Strategies Invest in updated technology (S4,T4)- product development 2 1 2 1 3 1 2

Weaknesses Limited rooms Being managed by Four Seasons Bosphorus Away from off site recreation facilities

WO Strategies Reduce international marketing activities (W1, O2)- differentiation Focus more on Yield Management (W3,O1)- differentiation

WT Strategies Build off site recreation facility (W1, T1)- product development Increase number of rooms (W1,T1)-

Increase marketing acti ities t increases the number of guests t increases the brand value _ marketing costs are high. _as the product offered in the industry is same, reaching the right target is difficult.

Gi e monthly training to employees communication skills t having higher qualified employees t increase in customer satisfaction t increase in service quality _ difficult to make employees attend trainings _ training costs _requires feedback and control mechanism,

and test their interpersonal

Increase the variety of F&B products and offer catering service t increase in guest satisfaction t increase in revenue _ difficult to find qualified chefs _high cost _ managing different product lines are difficult

Invest in updated technology + opportunity to follow new trends -high cost

A SPACE MATRIX for Four Seasons Sultan Ahmet Financial Strength Low employee turnover F&B divisions profitability 5.0 4.0 9.0 Industry Strength Growth trend in hospitality industry Profit potential Growth in F&B 2.0 1.0 4.0 7.0 Environmental Stability Technological advances Competitive pressure Effects of economic crisis on the range of competing services -5.0 -4.0 -3.0 -12.0 Competitive Advantage Customer loyalty Service quality in F&B facilities Strong brand name -2.0 -1.0 -1.0 -4.0 ES Average is CA Average is -123= - 4 -43= -1.33 IS Average is FS Average is +73=2.33 +92=4.5

Directional Vector Coordinates: x-axis : -1.33+(+2.33)= +1.00 y-axis: -4+(+4.5)= +0.5

Four Seasons Sultan Ahmet should pursue Aggressive Strategies.

RECOMMENDATION We strongly recommend Four Seasons Sultanahmet to pursue product development and differentiation strategies. Although because of the limited resources, it would be difficult to implement both strategies together, in terms of projects that will planned to apply, two strategies are applicable. When it comes to prioritize them, product development comes first. Since it is in the luxury-boutique segment, competitors also go for differentiation in many very ways so, product development would be more effective. IMPLEMENTATION What we recommend for Four Seasons Sultanahmet is product development including an expand the variety of F&B products that are currently offered, invest in updated technological products, increase number of rooms, and build off site recreation facilities in order to attract more customers and extend the duration of the stay. Four Seasons brand has an international budget for innovations in each location all around the world. Four Seasons Sultanahmet will use its portion from this international budget in order to finance this innovation. Organic garden project in its existing garden pursued as an interesting recreation facility to attract its customers and make them stay more in the property in order to grow and plant by their own. This garden aims to make customers come regularly. To do expansion in the variety of F&B products, under the employee rotation program, a qualified chef will be transferred from Italy to Four Seasons Sultanahmet in order to expand its existing international cuisine. In order to apply differentiation, investing in updated technological products, hotel will be installed ipod docks and for further technology opportunity, a new game room will be created with the high tech three dimensional TV and PSP3 players.

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