Table of Contents

1.INTRODUCTION 4
2.PROBLEM STATEMENT 5
3.MOTIVATION 5
4.DELIMITATION 6
5.METHODOLOGY 6
6.EXECUTIVE SUMARY 9
6.1 What type of service does our project offer? 9
6.2 Vision,Mission and Goal of the project 9
7.MARKET ANALYSIS 10
7.1 Demand in Copenhagen Hotel Market 11
7.2 Supply in Copenhagen Hotel Market 13
7.3 Trends and Outlook 14
8. MARKETING STRATEGY 16
8.1 Growth strategy 16
8.2 SWOT for “The Edge” project 16
8.3 Competitive position 18
8.4 Competitive advantage 19
9. MANAGEMENT STRUCTURE AND ORGANIZATION 19
10.SENSITIVITY ANALYSIS FOR HOTEL TIVOLI INN 21
11. CONCLUSION 25
12. LIST OF SOURCES/LITTERATURE 26

1.INTRODUCTION

Tivoli is an amusement park and one of the most popular attractions in Denmark. It is the world`s second oldest amusement park and fifth most visited in Europe. Tivoli is situated in the centre of Copenhagen and exists since 1843. Starting from the rides and adventurous attractions and passing through the “scenographical towns”, music events, theaters, beautiful and sophisticated gardens, Tvoli brings joy and entertainment for both local and international visitors. Tivoli is developing and improving with every single year. Besides the regular attractions for an amusement park, Tivoli gives the environment for music, theatre and business events to happen. “The Concert Hall”, “Tivoli Congress Center”, “Tivoli Hotel” and “Tivoli Festival” are one of the most emblematic places in Tivoli. Besides entertainment , Tivoli provides the opportunity for business meetings and ensures its visitors with luxury facilities. Tivoli is open during three seasons of the year: Summer, Halloween and Christmas. Apart from the estate Tivoli is already disposing with, it is planning to make an investment in a project called “The Edge” that focus on development of the western edge of the park and create new connection lines