Isma your wings into the future

ISMA – YOUR WINGS INTO THE FUTURE
Vadības katedra
Viesnīcas "Great Silk Road" reklāmas aktivitātes pilnveidošana
Bakalaura darbs
Vārds Uzvārds: Sevara Toshtemirova
Darba vadītājs (-a): Ph.D. Zaiga Oborenko
Datums: 12.06.2023
Studiju programma

42345 Uzņēmējdarbības vadība (bak.)

ISMA – YOUR WINGS INTO THE FUTURE
Department of Management
Improving the advertising activity of the hotel ‘’Great Silk Road’’
Bachelor Paper
Name, Surname: Sevara Toshtemirova
Scientific Supervisor: Ph.d Zaiga Oborenko
Date:12.06.2023
Study programme

42345 Business Administration (bac. Level)

• Object of the study

advertising function of the hotel complex ‘’Great Silk Road’’

• Subject of the study

Business activity of the hotel complex ‘’Great Silk Road’’

• Aim of the study

Proposals TO IMPROVE THE marketinG ACTIVITY great silk road

• Problem of the study

The decreasing numbers of clients in the hotel decreases turnover and profit.
One of the reasons of such decline is insufficient information for the potential clients regarding the
services of the hotel.

• Objective 1
• To conduct an analysis of the business activity of the "Great Silk Road“
• Objective 2

To conduct financial analysis of the company

• Objective 3

To conduct a marketing analysis, analyze competitors and potential consumers

• Objective 4

To conduct analysis of the advertising activity of the company

Objectives of the Study

• At the current moment the numbers of the clients in the company are decreasing that leads to the financial loses and decline in the profit. Development of the ways of the improvement of advertising activity of the hotel will give a possibility to new clients and improve profits of the company.

Hypothesis

• Marketing analysis
• Analysis of specialized literature
• Primary, secondary data analysis
• Mathematic, graphical methods

Research methods

• First chapter of paper displayed theory of advertising
• The second chapter is for general analysis of Hotel Great Silk Road
• A good luxury hotel that has been called one of the best hotels in the city of Fergana is the "Great Silk Road" .It was opened in 2021.
• The hotel has a convenient location, it has 25 employees

Research results
SWOT-analysis (results)
STRENGTHS
Enough rooms
Qualified Staff
Equipped with the modern furniture and technology
Meets all the requirements of clients
Location (potential access to main roads)
WEAKENESSES
High Cost of rooms
Small space for bathrooms
No well-developed web page
Media reviews-trip advisor, customer feedback
OPPORTUNITIES
To open branches other cities of Uzbekistan
New upcoming investments on hostel building
Enlarge the area of hotel
Sales through internet
New services expected
Further develop sales/service team
THREATS
To appear a new competitor near the hostel
Changing customer preferences
Having reliant on economic position
Decline economic condition
Change in consumer behavior
Becoming overly price competitive
Great Silk Road
Results of the analysis of the main problem
Advertising plans should be made in advance month by month
There is no yearly plan
Brochures of hotels were not displayed in the places where tourists , businessmen can see
Billboards are placed in the places where there is not target audience
Measures (proposals) to solve the problem
Introduction of discount cards for regular customers
Billboard in public places (shopping malls, squares, also at the entrance to the city);
Placement of advertising brochures in places of tourism in the city.
Advertising on Ruxsor FM radio
- Advertising on the www website. booking.com/hotel
Calculation of economic efficiency
(Expected financial results of the implementation of the proposals)

• In order to ensure a strategic advantage over competitors, Great Silk Road needs to conduct a quality audit. Analysis of the quality of hotel services will create the prerequisites for subsequent quality management. Currently, the company only analyzes the quality of cleaning of hotel premises. It is necessary to recommend Great Silk Road to conduct comprehensive quality checks on a quarterly basis.
• Based on the results of inspections for the year, develop and implement a quality control program. In the marketing activities of the enterprise, a special place must be given to advertising. Great Silk Road needs to use informational advertising (to inform customers about the services provided, price changes, and so on); persuasive advertising (forms an offer to this enterprise and the services it provides); reminiscent (supports awareness of Great Silk Road and its services). To get the maximum effect from advertising, you need to carefully plan your advertising campaign.

Conclusions
Thank you for your attention!