ABC Hotel is a boutique hotel in Siam Square area in Bangkok. ABC is a family business that has many problems because of the COVID pandemic. Before the pandemic, the hotel main target market is foreign tourists. Because of the pandemic the hotel-stay service has many government restrictions and has to rely on the food delivery service from the hotel's restaurants as the main revenue stream. Even though ABC has a very strong supplier network that provide quality ingredients and other supply for their hotel and restaurant services, ABC has been operating at a loss for about half a year now. The CEO estimate that the hotel will run out of cash to pay for their expenses within three months. The hotel is trying to revise the strategies in many areas. Previously, ABC has two distinguish services that have been recognized as Bangkok best hotel services, which are ABC's fusion-food restaurant utilizing seasonal organic ingredients from different parts of Thailand and its laundry service. Revise target market of their hotel-stay service during COVID is a must. However, they don't know how to pick the right group of customers to focus on during and after COVID and how to reach these new target market group(s). In order to capture the new customer, the owner also wants to expand business outside Bangkok as short-term plan and neighboring countries as long-term plan. All of these plans for new revenue streams sound great, but ABC do not have enough cash to do any of this business by themselves. The 2020 financial ratios are as follow: Hotel Y 10% 5% 2020 Financial Ratios Profit Margin ROA Receivable Turnover Inventory Turnover Current Ratio Earning per share ABC Hotel 15% 6% 4 times/year 40 times/year 3 times $2 per share Hotel X 16% 8% 5 times/year 42 times/year 4 times $3 per share 3 times/year 30 times/year 2 time N/A Please analyze the case and answer the following question 1. What kind of analysis should be done to evaluate ABC Hotel's current situation? Recommend the new groups of target markets for ABC Hotel. Explain the reason why you pick these groups. 2. Provide marketing plan that is suitable for the main group of new target market that you pick in Question 1. 3. Based on the 2020 financial ratios comparing ABC with their rivals. Please explain the ABC financial situation compare to their rivals. Based on the financial ratio information, what strategies should you recommend to ABC? Should ABC use equity or debt financing? Why? 4. Recommend the suitable entry mode for ABC's international expansion in the future. Clearly justify your