1. MBA 2009 Fall Semester Date: November 26, 2009 Marketing Management Group Presentation Amber Inn& Suites, Inc

2. Group Members 9862502 林淵源 9862506 李佳琤 9862514 曾淑華 9862527 周瑞麟 9862531 范國勝 9862532 王舜盈 9863537 湯美玲 9862538 范玉琴

3. Agenda  Situational Assessment  Defining Problem/Decision Area  Identification and Evaluation of Alternatives

4. Situational Assessment  SWOT  5Cs Company Customers Competition Context Cost

5. Agenda  Situational Assessment  Defining Problem/Decision Area  Identification and Evaluation of Alternatives

6. Defining Problem/Decision Area  seven percentage annual increase in EBITDA over the next two fiscal years.

7. Agenda  Situational Assessment  Defining Problem/Decision Area  Identification and Evaluation of Alternatives

8. Identification and Evaluation of Alternatives Research Information Table 1: Amber Inn &Suite Guest Profile: July-October 2004 vs. July-October 2002 (Amber Inn and Amber Inn & Suites, Inc. Properties Combined) Jul.- Oct. 2004 Jul.- Oct. 2002 1.Average number of different occasions a guest stayed at Amber Inn & Suite During the past twelve months10.89.9 2.Average number of nights stayed on most recent year2.6 nights2.4 nights 3.Purpose of trip (percentage exceed 100% due to multiple answers Personal Business Pleasure/Vacation Convention 9.5% 79.8% 14.2% 3.5% 10.0% 81.8% 13.2% 2.0% 4.Frequency of staying at motels or hotels: Once a week or more Once every few weeks About once a month Less often than every few month 39.0% 21.7% 13.1% 21.2% 37% 22.7% 19.0% 21.3% 5.Type of trip and payment on most recent visit: Business trip paid for the company Business trip paid for the self Pleasure trip paid for self 65.7% 16.3% 18.0% 67.7% 16.3% 16.0%

9. 6.Rented a car on most recent trip Yes No 23.1% 75.9% 25.5% 74.5% 7.Mode of travel on most recent trip Airline Car 34.0% 64.8% 33.8% 66.3% 8.Reason for choice of a particular Amber Inn & Suite on most recent visit (percentages exceed 100% due to multiple responses): Close to next day’s activities Saw hotel or sign when ready to shop Recommended by friend, relative, etc. Saw or heard advertising Specified by the company Personal preference based on previous experience Price Stayed here before Friendly and courteous staff Other loding accommodations 47.5% 5.7% 15.4% 9.7% 7.3% 48.1% 36.6% 40.9% 27.9% 3.1% 47% 7.0% 15.0% 8.5% 6.9% 49.1% 35.4% 41.2% 28.0% 2.9% 9.Source of reservations: Self Company Travel agency Association or convention Relative, friend, etc No reservations 66.7% 11.2% 2.7% 2.2% 4.7% 12.5% 68.5% 11.5% 10.Reservation booked prior to say: No reservations 1 to 3 days 4 to 7 days 8 to 14 days 15 to 21 days 22 to 28 days 29 or more days 12.5% 25.8% 20.9% 18.7% 10.8% 7.2% 4,1% 11.5% 26.0% 22.5% 18.3% 10.5% 7.2% 4.0%

10. 11.Person(s) sharing room on most recent visit(percentages exceed 100% due to multiple responses): Spouse Children Friends Business associates None, stayed at home 21.6% 5.2% 3.4% 4.1% 68.9% 20.8% 5.5% 2.9% 4.2% 69. 0% 12.Likelihood of staying at an Amber Inn & Suites on return visit to the area: Extremely likely Very likely Somewhat likely Not very likely Not at all likely 54.2% 30.3% 11.9% 2.6% 1.0% 53.1% 28.5% 14.2% 2.2% 2.0% 13.Likelihood of staying at an Amber Inn & Suites if one were available in another area visited: Extremely likely Very likely Somewhat likely Not very likely Not at all likely 45.5% 35.4% 16.1% 2.3% 0.7% 42.7% 33.5% 18.5% 3.4% 2.0% 14.First stay in an Amber & IBM to night Yes No 27.0% 73% 25.5% 74.5

11. Identification and Evaluation of Alternatives Recommended Course of Action  Take the single- segment strategy.  Use the limit resources to provide the excellence service to our main customer. Service High Low Excellence Price

12. Identification and Evaluation of Alternatives Recommended Course of Action VP Managerial level Ordinary level This is our targeted customers

13. Identification and Evaluation of Alternatives 4Ps  Product /Place  Price  Promotion

14. Identification and Evaluation of Alternatives Overall Evaluation 1. To re-define the advertising expense: Table 2 :Advertising Media Budget MediacategoryFiscal 2004Fiscal 2005 Fiscal 2006 Budget quota MagazineBusiness/Pleasure traveler2,780,0003,236,2401,618,120 Maintain the budget of magazines related to business. Maintain 1/2 budget of 2005. NewspaperBusiness/Pleasure traveler3,975,0004,096,965 Maintain the same budget as 2005 OutdoorPleasure traveler558,500519,700 0 cut the budget Spot TVBusiness/Pleasure traveler1,875,5002,340,266 0 cut the budget Cable Net wor ks Pleasure traveler975,5001,048,589 0 cut the budget RadioPleasure traveler425,500257,740 0 cut the budget InternetBusiness traveler750,0001,000,500 Maintain the same budget as 2005 Total11,360,00012,500,0006,715,585

15. Identification and Evaluation of Alternatives Overall Evaluation Table3: EBITDA Units:in thousands year 2005(Proj)2006(Estimated) Lodging Revenue422,625452,208 Expenses Direct Lodging Expenses211,239226,026 Other Lodging Expenses62,48266,856 SGA Expenses44,941 Deprecoatopm & Amortization70,135 Interest Expenses49,520 Total Expenses438,317457,477 Net Income(15,692)(5,269) EBITDA103,963114,386 Icrease rate 10.03%

16. Amber Inn& Suites, Inc THE END THANK YOU