The PARKROYAL portfolio comprises 17 hotels, resorts and serviced suites

in gateway cities across Asia and Australia, including those under

development.
Exuding the spirit and individuality of their location, each PARKROYAL
provides a connection to authentic local experiences. A trusted provider of
hospitality, PARKROYAL leverages a strong heritage that has flourished
into a reputable brand in Asia Pacific.
At PARKROYAL, youll encounter warm and friendly service delivered in a
straightforward and approachable way. Our welcoming guestrooms as well
as public areas are equipped with spacious areas for you to work in
connected comfort, accentuated with modern dcor and local touches.
PARKROYAL Hotels & Resorts is a member of the Global Hotel Alliance, the
worlds largest alliance of independent hotel brands
As part of Pan Pacific Hotels Group, we believe that corporate
responsibility involves doing what is right for our stakeholders. This entails
building and ensuring meaningful relationships with our associates,
customers and guests as we continually engage the environment and
communities in which we operate.

ROOMS & SUITES

Choose from a variety of comfortable rooms and suites with private
balconies and ocean views in our Penang hotel rooms and suites. Whether
youre looking for a restful retreat or beachside getaway with your family,
PARKROYAL Penang Resort offers well-appointed, spacious accommodation
with a low-rise beach front setting.

ROOMS
STANDARD ROOM

DESCRIPTIONS
PRICES
Our Standard Rooms offer a selection RM
of amenities for a comfortable and 370/per

SUPERIOR ROOM

refreshing stay
night
Enjoy district views during the day RM
and glimpses of the vibrant night 520/per
market in our well-appointed Superior night

DELUXE

Rooms.
SEA-FACING Our spacious and comfortable Deluxe RM

ROOM

Sea-facing Rooms feature beautiful 570/per

views across our gardens out to the night

Strait of Malacca.
GRAND DELUXE OCEAN Our elegant Grand Deluxe Sea view RM
ROOM

Rooms come with a private balcony 670/per

FAMILY ROOM

for impressive views of the sea.

night
Perfect for a family up to four, our RM
Family Rooms offer a quality range of 890/per

PREMIER SUITES

modern amenities.
night
Our well-appointed Premier Suites RM
come with a separate lounge area 875/per
and exclusive access to a private night
garden or private balcony.

LANAI SUITES

Ideal for honeymooners and business RM

travellers, our spacious Lanai Suites 970/per
offer a separate bedroom with en night
suite

bathroom

and

living

room,

private balcony and nice views of the

garden and out to the Strait of
OCEAN PALM SUITE

Malacca.
Our spacious

Ocean

Palm

Suites RM

feature a private sun deck as well as 1270/

separate living and dining areas for per night
PULAU PINANG SUITE

added comfort.
Delight in stunning views of the Strait RM
of Malacca from an oversized sun 1900/
deck in our exquisite Pulau Pinang per night

FRANCIS LIGHT SUITE

Suite.
Our exclusive

Francis

Light

Suite RM

features gorgeous seaside views from 2400/

a private sun deck, an elegantly per night
furnished

bedroom

as

well

separate living and dining areas.

as

Task 1
Explain the sales strategies and how these strategies can be revised in
line with the companys corporate objective

sales strategy is defined as the customer fragment that a company aim,

its value propositions for each fragment, its sales force formation, and its
associated selling processes.
Stages for sales strategies:

Hotel industry is providing travellers with shelter, food and

similar services and goods
Vision : to focus extension on assets in key destinations within
the Asia-Pacific market, with Parkroyal as the master brand
and hotel of choices
Mission : to set hospitality standards that are unique to our
current portfolio and that cater to the exclusive needs of our
customers

Analysis of current market situation for Parkroyal Penang

Resort :
SWOT Analysis

Strength :
1. Facilities

babysitting,

car

park,

business

centre,

facilities for disable guests, 24-hour room services,

laundry services, meeting facilities
2. Sport & recreation : kids club, water sport
3. High brand recognition
4. Good reputation in the market
Weakness :
1. The price are bit high for the normal family who want to
stay there
2. Limited market share in spite of good brand cell
3. Lack of advertisement. So most of us did not know what
are facilities there

Opportunity :
1. They can promote their hotel during festival that being
held in Penang
2. High potential in emerging markets
Threats :
1. Economic and political turbulence
2. There are many more hotels that are cheaper at the

surrounding of the hotels

Market potential is the maximum possible sales that are
available for entire industry during stated period time. From
the data collected, Parkroyal Penang stated that the climates
are uniform temperature, high humidity because it is near

beach.
Generating and selecting strategies. Parkroyal used pull
strategy. Pull strategy refers to customers who are actively
seeking products and customers to place orders by request to
the supplier. A pull strategy requires close brands which can

be developed through mass media advertising or similar

tactics. Then, Parkroyal target market are those who in
business class. This is because the price are expensive rather
than other hotels. But the prices are quite affordable for those

who want to feel the comfort place to take a rest.

Allocating necessary resources and budgeting
Budget for selling and achieve the sale target. The company
should divide the spending money for several things like
commissions, wages and training. They need to spend this

money nicely in order to achieve the sales target.

Implementation and control

Task 2
Explain the two technique used to coordinate and control sales
output for the company
Budgeting is important for any business. Without a budget companies
can't track process or improve performance. The first step in creating a
master company while budget is to create a sales budget.
A sales budget estimates the sales in units as well as the estimated
earnings from these sales. Management carefully analyzes economic
conditions, market competition, production capacity, and selling expenses
when developing the sales budget. All of these factors play an important
role in the company's future performance. Basically, the sales budget is
what management expects to sell and the revenues collected from these
sales.
Budget determination
The marketing manager must determine based on the marketing plan for
the year ahead, what portion of the budget be allocated or each of the
three parts
The selling expenses budget includes sales personnel, salaries,

commissions, sales and training

The advertising budget includes

those

expenses

directly

attributable to television advertising and any other method

Sales forecast
Sales forecasting is the process of a company predicting what its future
sales will be. This forecast is done for a particular period of a time in the
near future, usually the next fiscal year. Accurate sales forecasting
enables

company

to

make

informed

business

decisions.

Sales

forecasting is easier for established companies that have been operating

for a few years than for newer companies.

Purpose of sales forecasting

Accuracy the first objectives is accuracy. Software programs tend

to rely on past sales to predict future trends. An accurate forecast
also takes into account changes in the overall market, as well as the
changing needs and priorities of customers. Talking to clients to
understand their needs for the future and understanding industry

trends around you are part of generating an accurate sales forecast.

Identifying markets - Accurate sales forecasts should be broken
down into different markets for products and services. For example,
if you are in the computer industry and your forecast shows a 20
percent increase in sales, this by itself may indicate business is

continuing as usual.
Identifying clients and timeline - In addition to what is selling, an
accurate sales forecast also should identify who is buying the most
and when they are buying. For example, if 80 percent of your sales
will come from six clients, it is much easier to know who should be
getting most of your time

Selecting forecasting techniques

Qualitative

Customer survey method asking customer about what do they like

to purchase for the forecast period. Some problem such as
customers are optimistic about the product might occur when
conduct this survey. So, to overcome this problem, collect data from

the survey and solve the problem that are listed from the survey.
Panel of executive opinion counselled who have knowledge of the
industry being examined such as those who are expert in finance.

Quantitative

Time series usually the only variables that forecasters use is time
factor

Task 3
Explain the use of database in effective sales management for
Parkroyal Penang Resot
Typical information stored on a database includes the following :
1. Information on actual potential customers detail of the customers
like name, address, telephone number and other
Name : Melati binti Ahmad
Telephone number : 019-5672345
Days of stay : 5 days
Date of previous purchase : 7/5/2014
Name : Sazali bin Kasim
Telephone number : 017-6547865
Days of stay : 2 days
Date of previous purchase : 23/6/1014
Name : Khalida Asiah Binti Zulfakri
Telephone number : 011-4637845
Days of stay : 2 days
Date of previous purchase : 3/4/2015
Name : Lim Ming Ah
Telephone number : 012-0346785
Days of stay : 6 days
Date of previous purchase : 4/1/2015
2. Transactional information total amount, type of transaction and
type of bank account
Bil.

Name

Country

Bank

Transactio

1.
2.
3.

Melati Binti Ahmad

Sazali Bin Kasim
Lim Ming Ah

Malaysia
Malaysia
Taiwan

Maybank

n
MasterCar

CIMB Bank

d
MasterCar

Citibank

d
MasterCar

d
3. Promotional information any promotion campaigns that have been
run from Parkroyal Penang such as Festival of Seafood Buffet and
others. Results from these campaigns can be in term of contact,
sales and profiles can be stored in marketing database.
4. Product information which product have been promoted, how,
when and where. For examples, Parkroyal can offers discount for
Valentines Day for couples who are married. So when there are
customers who use the discount offer, their information will be
stored.

The importance of database marketing

a) Direct mail store customer information for mailing. This is
importance to keep in touch between hotel and their customers
b) Telemarketing database store telephone number. This is easier
because each one of us usually have their own phone. So sales
manager can contact them through it
c) Loyalty marketing highly loyal customers can be drawn from
database for special treatment as reward for their royalty. For
examples, customer who already came for third time to the hotel
will get discount for a drinks.
d) Target marketing specific groups or individuals or business can be
targeted as a result of analysing the database. Parkroyal Penang can
target any business traveller because the hotel are near the beach
where will be their attractions to stay there

Sales
Task
4 plan
January 1st 2013
Develop a sales plan for a product or services of Parkroyal Penang
2014 sales plan draft volume 1.0
Vision
To focus assets expansion in key destinations within the Asia-Pacific
market, with Parkroyal as the master brand and hotel of choice
Mission
To set hospitality standards that are unique to our current portfolio
and that the cater to the exclusive needs of our customers
Objectives

To be ideal choices for unforgettable honeymoons, fin family

gateways and corporate workshop
Get new facilities for customers in the Hotel

Sales strategies

Hotel rooms will take customers breath away with their spacious
comfort and magnificent view
Giving membership card for customers to receive discounts
Serve a fascinating cuisine in a cozy dining mood

Action plan

Send emails about the promotions to the regular customers

Visit corporate client to offer the best services for workshop
Analyze the data and arrange training or workshop for staff on
February 2014

Task 5
Investigate how Parkroyal Penang can create opportunities to sell
its various packages internationally

Networking
Sales staff operating in international of environment are responsible for
networking with high level government and business individuals to
convince them to check on the hotel. For example, let them know what
are the facilities at the hotel and what are the latest customer preview of
the hotel. As in case, Parkroyal Penang is a foreign branch so in Malaysia
there are so many travel agents that can help to promote the hotel

Cultural factors
The sales staff need to understand the culture of foreign countries. They
need to find right way to offer product to international client. For example,
if the targets are customer from Australia, show them how beautiful the
beach is and what are the facilities or sport game that involve at the
beach.

Task 6
Investigate opportunities for the chosen company for using
exhibitions or trade fairs in orders to attract more visitors/tourist
in Malaysia
i.

Exhibiting at a trade show can be a great way to advertise to a

target market and create brand awareness. Exhibitions are open to
a large and sometimes diverse range of audiences. This provides
you with a platform to promote your product or service to a broader
group that may have little or no knowledge of your products and
services. For example, Parkroyal Penang can give out brochure
about their hotel to those who come to the trade fair. So those who
know about Parkroyal specialities will increases and it will increases
customer.

ii.

Being involved in a trade show or exhibition can provide you with

opportunities to branch out to business-to-business trading and
create a clients database from the visitors to your display booth.
The sales staff that on duty at the trade fair may collect customers
database so that they can communicate with the customers
regularly if there are promotions at the hotel.

iii.

Relationship builder. The personal interaction offered at trade shows

allows you to establish a direct, more effective relationship with your

client. This relationship is valuable in the future as you maintain a

connection, thrive off of their business and network through other
clients. You can establish a client base through business cards or
compiling email lists.
iv.

Trade shows pull in a highly targeted market that is vastly interested

in your product. Even though the event is only a few days long,
thousands of interested clients come to one location specifically to
learn about your product. For example, Matta fair mostly is about
travel and tourism. Basically those who go there is the one who
want to know more about that. So Parkroyal Penang can take this
opportunities to attract clients to know about the hotel

REFERENCES

Parkroyalhotels.com,. 'Penang Hotel Rooms & Suites - PARKROYAL Penang

Resort'. N.p., 2015. Web. 5 June 2015.

Map-dynamics.com,. 'Advantages Of A Trade Show'. N.p., 2015. Web. 5

June 2015.

Small Business - Chron.com,. 'Objectives Of Sales Forecasting'. N.p., 2015.

Web. 6 June 2015.

Small Business - Chron.com,. 'What Is Sales Strategy?'. N.p., 2015. Web. 6

June 2015.