3. Introduction & Executive Summary
Whether business or pleasure brings you to Canada’s
Capital, the luxurious 5 star Aram Suite Hotel offers a
wide variety hotel services and guest amenities
designed exclusively for your benefit.
Each is provided to help transform your stay into an
extraordinary hotel experience in downtown Ottawa.

4. Business Description
• 6 different rooms
• Kitchen
• LCD/ DVD/ CD players/Laptops
• Marbled Bathrooms/ Hair Dryers/
• Kitchen/ Cutleries/ Coffee Maker/ Microwave/ Fridge
• 24 Hour Gift Shop
• Two Storey Swimming Pool
• 24 Hour Gym/ Squash Room
• Meeting Centre
• Restaurant/ Lounge/ Patio
• Kid’s Club

5. Vision & Objectives
‘Downtown Toronto over viewing the skyline of Ottawa
suiting feeling of being at home’ -Aram-

6. Management and Ownership
Ownership
Executive Supervisor
board board

7. Hotel Organization Chart
General
Manager
Sales & Maintenance Resident Human Food & Beverage
Controller Resource Director
Marketing Chief Manager
Front Office Executive
Manager Housekeeper

8. Marketing Plan
Since we took over the already existing Westin Hotel Ottawa,
• Within one year - Aggressive marketing campaign to
attempt to penetrate the market and generate new
business.
• focus on marketing by:
 using benefits - already recognition among people,
easier organizing, saving money and time to build up
clients, do paper work for government approval.
 analyzing and anticipation realistic expense plan in
the future - tracking back at least one year or more.
 quick adding or replacing planning that are needed to
be improved

9. Marketing Plan (cont.)
• Focusing improvement on our restaurant, banquet,
catering, and room service to satisfy customer.
- Ottawa convention center is nearby.
• Covering our weakness and threat by word of mouth
through our special service, advertisement, promotion, and
many strategies - encouraging existing customers to keep
returning to our hotel by various promotions.

10. SWOT Analysis
Strength Weakness
Opportunity Threaten

11. SWOT Analysis (cont.)
Strength
• Upgraded Five stars opulent surroundings
• Colonel, downtown in the central Ottawa
• Connection with subway by the underground PATH
Walkway to approximately 1,200 shops, services and
attractions
• A knowledgeable Concierge team
• Fine dining(formal and informal)
• State-of-the-art exercise facilities
• Library
• 24 hours business center
• Shuttle transportation to the airport
• Aram kid’s club
• A Green / Sustainable Property – goal to get 5 green keys
from the Hotel Association of Canada

12. SWOT Analysis (cont.)
Weakness
• Limited range of customer --- High in prices
• Crowded and too much traffic

13. SWOT Analysis (cont.)
Opportunity
• Well recognition to people ( since we bought exist hotel)
• Already having a customer list from the previous owner
• Saving time and budget by changing only some parts that
need to be improved
• Ottawa International Airport is 20 min from the hotel
• Shuttle transportation to the airport
• Easy access to the subway
• Nearby points of interest include Rideau shopping center
and Ottawa Byward Market (for night ) as well as
Parliament Hill, Ottawa Convention Centre, National
Gallery of Canada, University of Ottawa and Supreme
Court of Canada

14. SWOT Analysis (cont.)
Threat
• Task to change previous image since we bought exist hotel
• Making exist customer keep visiting due to new image
• management of exist employees

15. Market Research & Analysis
Location
• We are planning on buying the Westin Hotel located in 11
Colonel By Drive, Ottawa
• Walking distance of several attractions:
Airport, Government of Canada, the National Press
Blog building , Embassy of Italy, Constitution Square,
Currency Museum Bank of Canada, and British High
Commission and the University Of Ottawa, Dominican
University College, other businesses and banks, Saint
Vincent Hospital, Parliament Pub near, Rideau Night
Club, Sparks Street, subways stations.

16. Feasibility Report
Gallery
Ottawa Byward
Market
Rideau
shopping
center
Aram Suite Hotel
Supreme
Court
Uni. of
Parliament Convention Ottawa
Hill Centre

17. Feasibility Report (cont.)
Access & Transportation
• Airport – Ottawa International airport
- Approx. 7miles from the hotel
- Easy accessible via hotel’s shuttle bus or taxi
within 20min
• Bus – Station within 1.3 Km from the hotel
• Highway 417 – within 2Km from the hotel

18. Feasibility Report (cont.)
Population
• The current population of the Ottawa
– approx. 870,250
• Faster than Ontario’s rate – 6.2%
• Employment also slightly continues to remain growing in
Ottawa
• Growing population will help the hotel development

19. Feasibility Report (cont.)
Competitive Market
• Sheraton of Ottawa
• The Fairmont Chateau Laurier
• The Marriott Ottawa
• Lord Elgin Hotel
• Capital Hill Suit and Hotel
• Arc the Hotel Ottawa
• Les suites hotel
• Capital hill hotel & Suites

20. Key Project’s Schedule Dates
Managing
Day-to day
Activities &
Operations
Paying for
Start-up Cost Marketing
On Time Official
Contract
Name
Signing Change

21. Development Budget
Partial
Update Improvement
Purchasing
Westin
Hotel
Approx. $45 million to complete

22. Advertising & Promotion plans
TV Twitter, Blog, Face Book
Flyer
Newspaper
YouTube, Video, Photo
Social Media
Wiki Travel, Trip Advisor,
Virtual Tourist
Feedback, Google Alert

23. Thank you
Afarin Shirani
Anthony PhaithDzyne
Mitzy Shim
designed by Mitzy