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School of Social Sciences School of Social Sciences Master in Business Administration MBA Postgraduate Dissertation Business Plan for a Bungalow Complex in Chalkidiki, Greece Stavroula Gatsou Supervisor: Lyda Kyrgidou Patras, Greece, July 2019 © Hellenic Open University, 2017 The content of this thesis/dissertation along with its results is owned by the Hellenic Open University and his/her author, where each of them has the sole and exclusive right to use, reproduce, and publish it (totally or partially) for educational or research purposes, with the obligation to make reference to the thesis’s title, the author’s name and to the Hellenic Open University where the thesis / dissertation was written. Business Plan for a Bungalow Complex in Chalkidiki, Greece Stavroula Gatsou Supervising Committee Supervisor: Co-Supervisor: Dr. Lyda Kyrgidou Dr. Maria Fotaki Hellenic Open University Hellenic Open University Patras, Greece, July 2019 Stavroula Gatsou, Business Plan for a Bungalow Complex in Chalkidiki, Greece “I would like to express my gratitude to my supervisor, Dr. Lyda Kyrgidou, for her guidance throughout the writing process. I am also highly indebted to Halkidiki Tourism Organization and Mr. Emmanouil Lagarias for the useful information that they kindly provided. I could not omit to mention the contribution of Mr. Leonidas Sakkas to the collection of significant data. Finally, this dissertation would not have been finished without the tremendous support of my parents and the valuable help of my sister. A special thank you to my man, who has supported and encouraged me in all stages of my professional career.” Postgraduate Dissertation Stavroula Gatsou, Business Plan for a Bungalow Complex in Chalkidiki, Greece Abstract The purpose of this master thesis is to present the business plan for the establishment and operation of a bungalow complex in Chalkidiki, Greece. Specifically, the study examines all essential scopes for the successful implementation of this investment project in a highly competitive environment in the touristic region of Kassandra. The proposed business is assumed to utilize private capital and be managed by its own stakeholders. From interviews with owners of the hotel industry to sources available in published or electronic databases, the data collected in this dissertation originate from both primary and secondary research. Their evaluation follows the principle of comparative analysis, by utilizing them to develop a realistic scale for the estimation of the entire project. In the first part of the dissertation, the historical background and theoretical framework of business planning are described. The theoretical study is completed by collecting statistical information for the tourism sector at a global, national and regional scale in order to recognize the external environment of the project. The second and main part of the study consists of the presentation of the business plan. In particular, all key perspectives of the investment project are examined within this context, starting with determining the specific location of the complex and defining the architectural concept and facilities , continuing with the selection of effective marketing strategies and the analysis of the competitive environment in combination with a SWOT- Analysis, and ending with the financial performance evaluation of the proposed business. As there are no specified cost benchmarks for construction in hotel industry in Greece, the initial investment budget is based on the preliminary designs developed in this study. Finally, a general timeline for the implementation of this investment project is developed in order to present the milestones and critical stages of the project process. Keywords: Business Plan, Bungalow Complex, Chalkidiki, Greece Postgraduate Dissertation Stavroula Gatsou, Business Plan for a Bungalow Complex in Chalkidiki, Greece Περίληψη Στόχος της παρούσας διπλωματικής εργασίας είναι η παρουσίαση του επιχειρηματικού σχεδίου για την ίδρυση και λειτουργία ενός συγκροτήματος μπάνγκαλοου στη Χαλκιδική. Ειδικότερα η μελέτη εξετάζει όλους τους βασικούς τομείς για την επιτυχή υλοποίηση αυτού του επενδυτικού έργου σε ένα ιδιαίτερα ανταγωνιστικό περιβάλλον στην τουριστική περιοχή της Κασσάνδρας. Η προτεινόμενη επιχείρηση θεωρείται ότι θα χρηματοδοτηθεί από ιδιωτικό κεφάλαιο και η διαχείρισή της θα εκτελείται από τους ίδιους επενδυτές. Τα δεδομένα που συλλέγονται σε αυτή τη διατριβή προέρχονται από πρωτογενή και δευτερογενή έρευνα, χρησιμοποιώντας από συνεντεύξεις με ιδιοκτήτες ξενοδοχείων ως δημοσιευμένες ή ηλεκτρονικές βάσεις δεδομένων. Η αξιολόγησή τους ακολουθεί την αρχή της συγκριτικής ανάλυσης, καθώς με την αξιοποίησή τους αναπτύσσεται μια ρεαλιστική κλίμακα ή βάση για την εκτίμηση του συνόλου του έργου. Στο πρώτο μέρος της διατριβής περιγράφεται το ιστορικό υπόβαθρο και το θεωρητικό πλαίσιο των επιχειρηματικών σχεδίων. Η θεωρητική μελέτη ολοκληρώνεται με τη συλλογή στατιστικών στοιχείων για τον τουριστικό τομέα σε παγκόσμια, εθνική και περιφερειακή κλίμακα, προκειμένου να αναγνωριστεί το μακροπεριβάλλον του έργου. Το δεύτερο και κύριο μέρος της μελέτης αποτελείται από την παρουσίαση του επιχειρηματικού σχεδίου. Συγκεκριμένα εξετάζονται όλες οι βασικές παράμετροι του επενδυτικού σχεδίου, ξεκινώντας από τον προσδιορισμό της τοποθεσίας του συγκροτήματος και τον καθορισμό της αρχιτεκτονικής και των εγκαταστάσεων, συνεχίζοντας με την επιλογή αποτελεσματικών στρατηγικών μάρκετινγκ και την ανάλυση του ανταγωνιστικού περιβάλλοντος σε συνδυασμό με ανάλυση SWOT, και τελειώνει με την αξιολόγηση της οικονομικής απόδοσης της προτεινόμενης επιχείρησης. Δεδομένου ότι δεν υπάρχουν καθορισμένα κριτήρια αναφοράς για το κόστος κατασκευής ενός ξενοδοχείου στην Ελλάδα, ο προϋπολογισμός της αρχικής επένδυσης βασίζεται στα προκαταρκτικά σχέδια που αναπτύχθηκαν στη μελέτη αυτή. Postgraduate Dissertation Stavroula Gatsou, Business Plan for a Bungalow Complex in Chalkidiki, Greece Τέλος, αναπτύσσεται ένα γενικό χρονοδιάγραμμα για την υλοποίηση αυτού του επενδυτικού σχεδίου προκειμένου να παρουσιαστούν τυχόν ορόσημα και κρίσιμα στάδια. Λέξεις – Κλειδιά Επιχειρηματικό σχέδιο, Συγκρότημα μπάνγκαλοου, Χαλκιδική, Ελλάδα Postgraduate Dissertation Stavroula Gatsou, Business Plan for a Bungalow Complex in Chalkidiki, Greece Table of Contents List of Figures ....................................................................................................................... 1 List of Tables ......................................................................................................................... 3 List of Abbreviations & Acronyms ....................................................................................... 5 1. Theory of Business Planning ............................................................................................ 6 1.1. Theoretical Background ............................................................................................. 6 1.2. Theoretical Framework .............................................................................................. 8 1.3. Success and Risk Factors ........................................................................................... 9 2. The Global Tourism Product ........................................................................................... 11 3. Macro-environmental Analysis ....................................................................................... 15 3.1. Tourism in Greece .................................................................................................... 15 3.2. Central Macedonia as a destination .......................................................................... 17 3.2.1. Tourism in Chalkidiki ....................................................................................... 22 4. Microanalysis – The Business Plan ................................................................................. 28 4.1. Executive Summary ................................................................................................. 28 4.2. Company Description ............................................................................................... 30 4.2.1. The Business Idea ............................................................................................. 30 4.2.2. Location and Architectural Concept ................................................................. 31 4.3. Marketing Plan ......................................................................................................... 42 4.3.1. Market positioning ............................................................................................ 42 4.3.2. Product policy ................................................................................................... 42 4.3.3. Pricing Policy .................................................................................................... 43 4.3.4. Distribution Policy ............................................................................................ 43 4.4. Competitive Analysis ............................................................................................... 47 4.5. SWOT Analysis........................................................................................................ 49 Postgraduate Dissertation Stavroula Gatsou, Business Plan for a Bungalow Complex in Chalkidiki, Greece 4.6. Financial Plan ........................................................................................................... 51 4.6.1. Investment planning .........................................................................................
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