Plan ho Telic Plan De Arts Saigon - Tài liệu tham khảo Tiếng Anh ( TA8 ISW) | Đại học Hoa Sen
Plan ho Telic Plan De Arts Saigon - Tài liệu tham khảo Tiếng Anh ( TA8 ISW) | Đại học Hoa Sen được sưu tầm và soạn thảo dưới dạng file PDF để gửi tới các bạn sinh viên cùng tham khảo, ôn tập đầy đủ kiến thức, chuẩn bị cho các buổi học thật tốt. Mời bạn đọc đón xem
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YEAR 2019/2020 Internal Communication Plan
FINAL PROJECT - INTERNAL COMMUNICATION CLASS ANH318DE02
GROUP PROJECT BY FLORIANE GONZALVEZ, MAUD LEFEBVRE DU PREY AND JULIA SANTHA Hotel des Arts - Saigon Submitted to Mr John, Hoa Sen University S T Executive Summary N
Background of the organization E
Vision, Mission and Goals T
Organizational Structure
Goals and Objectives of the Plan N
Identify Key messages of the organization Audiences O
Internal Communication Tools C F Intercultural problems
Solutions to intercultural problems O E
Communication problems due to tools L
Solutions to communication problems due to tools B
Inherent conflicts within the company A Solutions to conflicts T
Implementation plan and timelines
Monitoring and evaluation Maud LEFEBVRE DU PREŸ XECUTIVE SUMMURY Floriane GONZALVEZ Julia SANTHA Company Overview Founded in 2015 Belongs to the group:
The concept: a boutique hotel —> Puts forward a unique style and personality based on a concept or
theme that sets it apart from the competition. The Market Hotel Industry 1st Positioning on the luxury market The company’s ambitions
• Offer personalized services
• Develop its technologies again and again to improve the customer experience
The Need for Effective Internal Communication Existing problems:
- Intercultural diversity causing misunderstanding and conflicts
- A lack of tools dedicated to internal communication
- Conflicts inherent within the organization The solutions to be provided:
- Provide training/MOOC training on key topics: intercultural
diversity, the need for «!healthy conflicts!»
- Use new internal communication tools: creation of an intranet, chatbot…
- Create an Internal Communication Department Financing Need
In this way, it is crucial for the Hotel des Arts to solve its internal communication
problems and improve it in general with tools and the implementation of effective
actions so that the company can achieve its ambitions! 1. Executive+Summary+ ! Activity+ !
Hotel!des!arts!is!a!prestigious!5-star!hotel,!located!in!Ho!Chi!Minh!City!since!2015 ! . He!is!the!first!
international!5!stars!operated!lifestyle!hotel!in!the!city.!!
The!concept!of!the!Hotel!is!as!follows:!a!boutique!hotel.!This!puts!forward!concep ! t has!a!unique!
style!and!personality!based!on!a!concept!or!theme!that!sets!it!apart!from!the!competition.! Today,!it!is!wel !established! l
in!the!luxury!hotel!market,!whic !tar h
gets!two!areas!main!objectives:!to!
offer! personalized! services! and! to! further! develop! its! technologies! to! improve! the! customer! experience.!
To!do!this,!the!Hotel!has!a!team!of!300!employee ! s working!for!168!room ! s in!the!Hotel,!as!wel !as! l a!
bar,!a!restaurant!and!work!or!reception!areas.!!
The!main!objective!of!this!repor !
t is!to!provide!a!valuable!source!of!analysis!and!research!to!propose!
an! optimal! internal! communication! plan! to! enable! the! company! to! achieve! its! economic! and! development!objectives.! ! Market+ !
Competition!in!the!luxury!hotel!sector!is!strong.!Indeed,!it!is!a!sector!that!is!reinventing!itself!strongly!
to! be! as! close! as! possible! to! travellers'! expectations,! and! to! mee !
t the! challenges! of! geographic
coverage,!customer!segment,!loyalty,!product!and!service!offerings,!etc.! ! Objectives+of+ou + r plan+ !
• Reduce!problems!linked!to!cros !
s cultural!background,!help!employee ! s to!know!mor ! e about!how!
their!own!culture!are,!how!other's!culture!are,!how!to!react!and!deals!with!it!at!work!conflict.!
• Facilitate!the!exchanges!of!the!work !,the!information!and!communication!during!a!big!projec ! t
that!involves!different!department.!Avoid!miss!mail,!forgetting!to!response!or!answer!latter!when!
they!have!the!time!(If!they!don't!answer!now!to!an!email!they!will!forgot!because!they!are!ver ! y busy).! ! Financing+Nee + d !
All! these! initiatives! obviously! require! rather! moderate! funding.! Indeed,! although! the! project!
requires! an! obvious! source! of! revenue,! it! also! relies! heavily! on! part! on! the! talent! management!
process!and!employe !investment! e
in!this!project!to!improve!communication.! ! + + 1 2. Background+of+th + e organizatio ++ n +
The! five! stars! Hotel! des! Arts! Saigon! –! Mgallery! which! belongs! to! the! AccorHotel! Group! w created!in!October!2015 !
, 4!years!after!the!first!Mgallery!hotel!in!London!in!the!process!of!expanding!
its!luxury!range,!decided!in!2013 !
. It!is!the!1st!five!stars!internationally!operated!boutique!lifestyle! hotel!in!Ho!Chi!Minh!City.!!
Located!in!the!heart!of!the!town,!in!District!1 !
, clients!are!immersed!in!the!Saigon!of!the!1930’s ! . This!
dominant!theme!is!expressed!by!the!image!of!the!elegant!past!throughout!Asian!arts!and!French!art!
de!vivre,!in!order!to!create!an!atmosphere!for!the!client.!!
The! owner's! passion! for! art! has! enabled! the! hotel! to! have! a! gallery! within! the! premises.! This
collection!reflects!the!richness!of!Vietnamese!culture.!The!client!relives!the!Indochinese!era!through!
its!elegance,!chic!and!romanticism!while!enjoying!21s !
t century!comfort!with!services!such!as!the! spa!and!the!poolside.!!
The!meeting!between!modern!luxury!and!the!1930’s!period!creates!a!unique!charm!at!the!hotel!
which! provides! the! client! with! a! unique! experience! in! Saigon.! The! high-quality! luxury! services!
offered!have!enabled!the!hotel!to!obtain!numerous!prestigious!awards!like!“Luxury'Business'Hotel' of'The'Year”.!! ! ! ! ! ! ! 2 3. Vision,+Mission+and+Goals++ !
A!vision+of!a!company!is!the!representation!of!the!future,!desired!by!the! VISION
entire! company.! It! involves! the! resources! of! the! entire! organization! and! What the company
offers!a!coherent!intervention!framework!in!the!implementation!of!actions! wishes to become
and! a+ common+ ambition+ and+ motivation.! The! vision! defines! where! the!
company! wants! to! go,! communicate! clearly! what! it! wants! to! achieve! as!
objectives,! mobilize! and! motivate! people! to! follow! the! company! in! this! vision.!! !
In!that!way,!the!vision!of!Hotel!des!Arts!Saigon,!is!first,!to!stay!the!leader!of!the!concept!of!having!
an!International!Operator!Lifestyle!Boutique!Five!Stars!Hotel.!We!can!see!a!lot!of!five!stars’!hotels!
here,!in!Ho!Chi!Minh!City!but,!they!do!not!propose!the!concept!of!a!lifestyle!boutique!hotel.!Indeed,!
the!idea!of!a!boutique!hotel!break,!by!definition,!the!traditional!codes!of!the!luxury!hotel.!A!boutique!
hotel!is!defined!as!a!small!establishment!with!a!strong!personality!and!few!rooms.!!
Hotel!des!Arts!Saigon!wants!to!stay!the!first!five!stars’!boutique!hotel!in!Ho!Chi!Minh!City!and!the! leader!in!Vietnam.!
To!focus!on,!the!mission+of!the!hotel!is!important.!The!mission!statement! MISSION
is!designed!to!guide!the!everyday!actions!of,!and!decisions!made!by!the! What the company
company.!In!Hotel!des!Arts!Saigon,!they!need!to!meet!the!strong!demand! represents & values
of!luxury!hotel!in!the!city,!which!is!rising!sharply.!! !
For! that,! all! staff! members! are! working! towards! a! specific+ aim! which!
consists!in!providing! an!impeccable,!personalized!and! digitized!service!to!the!clients.!What!they!
want!first,!is!to!persuade!the!customers!that!they!choose!the!better!hotel!in!Ho!Chi!Minh!City,!the!
one!they!would!like!to!go!back!and!the!one!they!should!recommend.!!! !
The! customer! experience! is! at! the! heart! of! their! concerns.! They! want! to! bring! an! unforgettable
experience!for!those!who!love!to!live!and!travel!independently!and!want! GOALS
to!discover!art,!style,!and!culture!in!the!heart!of!energetic!Ho!Chi!Minh!City.! How the company
Every!day,!they!work!to!create!a!warm!and!inviting!ambience!which!go!in! strives to achieve
hand!with!the!comfort!and!excellence!of!the!place.!Hotel!des!Arts!Saigon! its vision &
offers!a!combination!of!the!classical!charm!of!“Indochine!Française”!with!a! measures its
sense!of!timeless!chic.!To!achieve!its!goals,!the!hotel!relies!on!personalized! success
services!and!the!technology!with!the!provision!of!a!spa,!a!swimming!pool,!
a!star!restaurant!but!also!smart!devices.! ! ! ! 3 ! GOALS)AND)OBJECTIVES)FLOWCHART It%mission%statement
Hotel)des)Arts)Saigon)is)a)five)stars)hotel)that)provides)the)best)services)to)deliver)an)unforgettable)experience
for)those)who)love)to)live)and)travel)idependently.)It)mission)is)to)keep)it)strong)reputation)in)Vietnam
as)the)most)prestigious,)typical)and)innovative)hotel)in)the)area. GOAL% GOAL GOAL
Constantly)improve)customer)service
Become)more)and)more)digitalized Increase)brand)awareness OBJECTIVES OBJECTIVES OBJECTIVES 1))Schedule)regular)trainings
1))Be)aware)of)the)new)digital)trends
1))Auditing)and)Benchmarking)proces
2))Hire)new)employees)and)interns
2))Schedule)regular)training)seminars
2))Be)focus)on)the)marketing)plan
to)keep)the)staff)member)skills)updated !
Each!brand!or!company!has!a!mission!to!follow.!For!Hotel!des!Arts!Saigon,!it!mission!is!to!deliver!an!
unforgettable!experience!for!those!who!love!to!live!and!travel!independently!by!providing!the!best! services!to!their!customers.!!
As!a!mission,!it!must!be!followed!by!goals!that!need!to!be!reach!and!express!as!objectives.!In!this!
table!board,!we!can!see!that!the!hotel!relies!a!lot!on!the!quality!of!the!service!they!offer!but!also!on!
innovation.!If!the!mix!of!these!two!characteristics!can!help!them!to!increase!their!brand!awareness!
to! the! public! with! the! new! ways! of! communication,! aided! by! the! social! networks! for! example
objectives!need!to!be!set!up!to!help!them!to!stay!focus!on!their!mission.!!
To! reach! these! goal,! internal! communication! operates! because! things! need! to! be! changed! or!
improved!within!the!company.!Indeed,!as!seen!on!the!table!board,!regular!trainings,!recruitment,!
seminars,!audit!and!benchmark!are!strategies!need!to!be!decided!in!intern.!!! ! ! 4 4.+Organizational+structure+ ! !
To! determine! the! trajectory! of! a! company! is! also! to! understand! its! organization! and!
functioning!by!identifying!the!choices!that!have!been!made,!the!structural!adaptations!and!their!
consequences!on!the!company's!values!and!identity.!!
These!elements!are!at!the!root!of!the!company's!technical!and!economic!efficiency ! . !
The!structure!of!a!company!can!be!defined!as!the!set!of!measures!by!whic ! h a!company!distributes,!
organizes,!coordinates!and!controls!its!activities.!There!are!different!types!of!structures!depending!
on!the!company's!strategi !orientations!and! c choices.!
We!will!therefore!identify!the!structure!of!the!Hotel!des!Arts.! ! ! 4.1.+A+functional+structur + e !
The! organization! of! the! Hotel! des! Arts! is! characterized! by! a! functional! division! of! authority! an
therefore!a!plurality!of!command.!
Indeed,!there!are!different!departments!divided!into!two!major!poles!within!the!hotel!hierarchy.! !
On! the! one! hand,! there! are! the! operational-type! departments! divided! into! major! "Operational"!
divisions.!This!division!includes!the!activities!of:! - engineering! - house-keeping! - food!and!beverages!
These! operational! areas! directly! contribute! to! the! company's! activity! by! providing! products! and!
services!to!consumers,!offering!household!services,!etc.! !
On! the! other! hand,! the! strategic! departments! are! divided! into! a! second! division,! called! the! "Strategic"!division.!
The!following!strategic!activities!are!included:! - Marketing!and!communication! - Human!Resources! - Finance! The!rol !
e of!these!domains!is!to!advise!and!assist.! !
The!different!departments!have!been!created!according!to!the!different!functions!required!by!the!
company.! The! criteria! for! grouping! are! as! follows:! the! technical! specificities! of! the! different!
functions!as!wel !as!the!homogeneity! l of!the!employees'!skills.!
Thus,!each!of!the!functions!is!in!operational!relationship!with!the!others!but!has!its!own!hierarchy.! !
Within!the!different!departments!there!are!the!same!hierarchical!patterns.!
Each!department!has!its!own!hierarchy,!namely:!
- a!general!manager,!which!is!the!top!person!of!each!strategic!department!and!then!the!employees! - an!executive!manager,!whic !
h is!the!top!person!of!each!operation!department!responsible!for!the! employees! !
Below,!a!model!of!the!organization!of!the!Hotel!des!Arts!without!the!names!of!the!individuals.! ! 5 ! !
Thus,!each!manager!has!authority!only!in!his!or!her!field!of!competence.!But!each!decision!goe ! s
through!the!hierarchy,!authority!is!a!ver !important! y body!for!employees ! .
These!managers!are!hierarchically!under!the!responsibility!of!the!CEO!to!who ! m they! must!refe ! r
when!making!important!decisions.!
Thus,!every!employee!depends!on!only!two!managers,!his!direct!manager!and!the!CEO.!! ! !
This!hierarchical!structure!therefore!has!advantages!and!disadvantages.! ! Among!the!advantages!are:! - Technical!efficienc !with!a! y ver !ef
y fective!staff!specialization!
- The!simplicity!of!management!within!the!different!departments!
- The!ease!of!integration!of!employee !
s who!are!grouped!into!homogeneous!and!specialized!teams!
- The!grouping!of!functional!skills!and!their!development! !
However,!in!terms!of!disadvantages,!we!find:!!
- A!possibility!of!conflicts!caused!by!the!multiplicity!of!command.!Indeed,!the!different!hierarchical!
levels!of!the!different!divisions!may!enter!into!conflict,!as!is!the!case!for!example!with!general!
managers!and!executive!managers!who,!being!at!the!same!hierarchical!level,!must!resolv ! e their!
conflict!without!relying!on!the!hierarchy.!
- A!risk!of!dilution!of!responsibilities.!
- The!rigidity!in!the!face!of!change!and!little!internal!mobility.! ! ! 6
4.2.+An+autocratic+management+style++ !
There! are! generally! five! main! management! styles:! autocratic,! paternalistic,! bureaucratic,!
entrepreneurial,!individualistic.!Every!company!is!naturally!specific!but!in!fact!it!is!mor ! e or!less!close!
to!one!or!various!of!these!styles.!!
Although!it!varies!according!to!each!individual,!the!typical!m nagerial! a profile!within!the!company!is! the!autocratic!style.!
Here!are!the!characteristics!of!the!autocratic!management!style!within!the!Hotel!des!arts:! ! The+autocrati + c management+style+o + f th + e Hotel+des+Arts+ The!operating!mod ! e the!structure!is!ver ! y hierarchical!with!a!formal authority! The!control!mechanisms!
They!are!considered!to!have!little!autonomy!and! delegation! The!decision-making!system!
It! shows! a! centralization! of! decision
Employees! systematically! report! to! the
supervisor! to! make! decisions! and! perfor various!tasks! The!reward!system!
It!is!largely!linked!to!the!personal!appreciation of!employees!
The!information!and!communication!system!
Communication!is!limited.!Indeed,!there!are!few!
means! of! communication! such! as! WhatsA
and! emails.! There! is! therefor ! e little! writt
material,!little!official!information! ! !
We! therefore! consider! that! for! the! whole! company,! the! management! style! is! autocratic! with! a!
relationship!to!authority!fundamental.!However,!the!managerial!style!varies!according!to!countries!
and!personalities!of!individuals.!
Thus,! in! a! company! 65%! of! whom! are! expatriates,! the! general! management! style! remains! approximate.! ! ! 4.3.+The+culture+o + f th + e organization+ !
In! Charles! Handy's! 1976! work! "Understanding! Organizations",! there! are! 4! main! organizational!
cultures:!Powe !culture,!Role!culture,! r Perso !culture!and!T n ask!culture.! !
According!to!this!classification,!w !
e can!further!define!the!organizational!culture!of!the!Hotel!des!
Arts!as!a!Role!culture!with!an!important!emphasis!on!the!role!of!hierarchy.! 7