Renovation and repositioning of the hotel Balima, Rabat

Market study 

DATE :

2015

SECTOR :

Hotels

PROJECT MANAGER :

Société immobilière Balima

ASSIGNMENT CONTEXT AND OBJECTIVES
 
 The Balima group wished to update the market study conducted by our firm in 2014 concerning a project to renovate the Balima hotel, located in the centre of Rabat. This update was necessary, given the rapid evolution of the market, and the decisions that had to rapidly be taken to validate the product and potential market strategy.
IN EXTENSO TCH'S TASKS
 
 
  • Updating of the 2014 market study:
    • Local market environment 
    • Local and regional hotel market, including competitor supply and performance levels
    • Site characteristics
    • Current Balima product (strengths, weaknesses, opportunities, threats)
  • Analysis of two scenarios:
      • Continuing operations with the current product structure
      • Repositioning the hotel as a boutique hotel (more ambitious)
  • For each scenario, preparation of profit and loss and available surplus forecasts
  • Analysis of the forecast profitability of each scenario

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