Artiza Hotel is a project of a 4 star Hotel in the city of Safi, Morocco

1. Mouhcine
Boudanes

2. Executive Summary
Buisness decription
Company Analysis
Industry Analysis
Customer Analysis
Competitive Analysis
Strategic Plan
Operations Plan

3. EXECUTIVE SUMMARY
Vision
Our vision is to exceed the expectations of our guests, inspire and
reward our associates and respect the environment as well as the
cultural differences of the local community.

4.  Active leaders: We develop actively the local comunity.
 Respect: We respect the objectives of our shareholders, the values of
our guests, and the cultural differences in the locations in which we
operate.
 Teamwork: Each team member brings his own creativity, passion and
individual expertise to complete the whole picture.
 Integrity: We are honest and straightforward in our interactions with
our shareholders, guests, colleagues and the communities in which we
operate.
 Satisfaction: Our customer’s satisfaction Is our first priority.
 Attentiveness: We offer a typical service, adapted and customised to
the needs of each customer.

5. Mission
Our Mission is to produce outstanding services faithfully reflecting
traditional and ethnic designs that offer the highest standards of
product and service and to deliver staff with an environment that
enables them to arrange for operating standards beyond the level
of our guests’ expectations
EXECUTIVE SUMMARY

6.  A city in the begining of a big mutation
 Park surf Inauguration (costed 13M de dirhams)
 Project a dock for cruise ships
 Only 2005 hotel rooms in the whole region (Doukala abda)
 1st school of ceramique in the world , and developped craft
activity.
LOCATION

7. BUISNESS DESCRIPTION
 Artiza is a 4* Stars hotel and offers accommodation and
associated services to local, regional, national and international
tourists and travelers.
 The particularity of our hotel is that it offers the best services in
the area, and maintain the traditional aspects of the design, in
addition to artisanal workshops And handcraft activities…

8.  90 Saphir
 20 Crystal
 25 Diamond
 15 Artiza Deluxe

9.  Saphir  Crystal Junior and Senior
Suite

10.  Artiza Deluxe Diamond

11.  Food service is intended to serve
regional tradional dishes. Made by
our chefs, and moroccan catering
professionals.

12.  Artiza will offer several recreational facilities. services available include:
pool, sauna and workshops ( ceramic and pottery).
 Artiza will also offer access to activities in the surrounding area. The
region offers amenities as can be expected of the location.

15. Forfamilies
• Child care
• playground
Forbusinesstravelers
• office
space,
secretarial
services
and broad
band
Internet
connections
• fully
equipped
meeting
rooms for
conferences
Forcoupleswithoutchildren
• walking,
hiking,
bicycling,
boating
and other
water
sports and
historical
tours of
local cities
Forsingleandgrouptravel
• sports and
recreation,
dinner
dance
evenings,
guided
tours and
organized
coach travel
Forphysicallyimpaired
• adapted to
persons who
travel in
wheelchairs,
need nursing
care, have
vision or
hearing
difficulties or
otherwise
require easy
access to
amenities,
services and
accommodatio
n

17. inquiries with existing
and potential
customers
requested
information from
community business
support groups
collected catalogues,
price lists and
brochures of
competitors

18.  The market will be good for millions of Dirhams a year, After a
short period of low activity in the launching of the Hotel. The
hospitality industry will be projecting a stronger surge starting from
2017, in which period a significant increase in activity is
anticipated. Revenues as well as supply and demand all suggest a
period of optimistic positive growth.
 Also Visitors taking the new high way just built between Safi and
Eljadida (and linking it to Marrakech and Agadir) will be the
primary source of this growth.
 We expect that the increased preferences for domestic travel,
close-to-home destinations, and highway travel will highly boost
Artizas’ visitor numbers for sure.
MARKET ANALYSIS

19.  Regional analysis :
The size of the market in the region has a very low occupancy rate.
But Artiza intends to capture the regional clients, and a portion of
the national and international market. Which will experience a
progressive evolution, based on our studies.
4 and 5 stars hotels in the area average 100 rooms, and room rates
of 400 to 600dh. Artiza will capture a portion of family visits’
tourism that yearly visits the area.
REGIONAL ANALYSIS

20.  Market share objectives :
 The number of direct competitors is estimated at 0. This is because
Artiza will offer convention facilities that are unmatched in the
region with size and pricing.
 For substitution services and products, like ordinary hotels, guest
houses…Artiza, will attract some of their clients due to it’s
concept, location ,4 stars category, and also it’s formula and
pricing strategy.
COMPETITION ANALYSIS

21. MARKETING PLAN ANALYSIS
Strategic marketing
STP Process:
Segmentation
Targeting
Positioning
Mix marketing
The Four P’s:
 Product (Service)
 Place
 Promotion
 Price

22. STRATEGIC MARKETING

23. MIX MARKETING
Product/service
• Differciation-
diversification
• Adapted to a niech
demand
Place
• Direct distribution
• Tel 30%
• Internet 40%
• Walking 15%
• T.A & T.O 15%
• Desintermediation
• pull
• Allotement*
Promotion
• Internet advertisement
(tripadvisor…)
• Ads compaigns
(publipostage, tv,
radio, sponsorship)
Price
• Competition price
• Acceptability price
• Revenue Mangement
tools
• Yield management

24. 60%
tourists,
25%
family
visits
10%
Buisness
5%
others

25. FUNDS REQUIRED
In addition to traditionnal methods of financing,we will use crowdfunding. Crowdfunding is a
way of raising finance by asking a large number of people each for a small amount of money.

26. The investment of 200 Million dirhams will be sourced as followed :

27. Financial analysis
(By 10 K-MAD)

28. Financial Resources.
Communication barriers.
Seasonality of activity.
Weak touristic infrastructure, and low investment in
facilities, hotel and leisure facilities.
Unskilled staff.

29. SWOT ANALYSIS
An unique offer including artisanal workshops, and surf activities
Rooms Based on a Moroccan tradionnal design
Panoramic view on the atlantic ocean, and proximity to the city center
Low notoriety of the brand name
Very family oriented , No near aeroport, and low railway traffic
Help me find more weaknesses, this Hotel is too amazing
Promessing market, due to 2020’s visions‘ niech tourism and advanced regionalisation
More visitors, and passengers thanks to the new highway , and the dock for cruise ships
Cancellation or delay in the infrastructure constructions
Bad attitude of eastern european and Russian tourists targeted
Arrival of new competutors ( kuweitian project)

30. P Political
EEconomical
S Social
TTechnological
E Environemental
Llegal
P: Advanced regionalisation
E: economical growth
S: social concience about
tourisme
T: technological evolution
E: environemental potential
L:legal faculities

31. PORTER’S 5 FORCES
Rivalry
among
Competing
Firms
Potential
Entry of New
Competitors
Bargaining
Power of
Customers
Potential
Development
of Substitute
Products
Bargaining
Power of
Suppliers

32.  Generic strategies (porter)
 Differentiation
 In a differentiation strategy a
firm seeks to be unique in its
industry along some dimensions
that are widely valued by
buyers. It selects one or more
attributes that many buyers in
an industry perceive as
important, and uniquely
positions itself to meet those
needs. It is rewarded for its
uniqueness with a premium
price.
STRATEGIC PLAN

33. Personnel
About 70 people
3 Top Managers
7 Middle Managers
11 Operation Managers
49 workers
Qualities
Well qualified: No large
qualification investement
OPERATIONAL PLAN

34. Hotel Departements
Direction
Human
Ressources Marketing
Sells
developpeme
nt
Catering
F&B
Room service
Accomodation
Reservation
Reception
housekeeping
Entertainemen
t
Workshops
Outdoor
activities
Night activities
Finance
accounting
technical

35. 1. Choice of
location
2. Permits
and Licenses
3. Hotel
Construction
4. Recruitment
and Training
5. Opening
2017 2018 2018/2020 2020 2021
Key Milestones

36. VIDEO