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Relationship to other plans:
Corporate goals with respect to profit, growth and so on. –
Desired market share
Positioning of the company or its product lines
Vertical or horizontal integration
Product-line breadth and depth
Marketing-related plans: (developed by people who do not report to marketing)
Advertising and promotion
Public relations and publicity
All the independent plans must be considering the marketing plan and how all those tie together.
How the enterprise intends to differentiate in the market.
All the members of the marketing and sales departments and their service suppliers must know the desired positioning of the enterprise.
True competitive advantages are factors recognized by the guests and influence their purchase decisions.
MARKET o Market trends (UNWTO)
Length of stay
Location, type of product, occupancy level, average rates…
Related industry trends
Interdependence of the members of the
o Market potential
Total available demand for a hospitality product within a particular geographic market at a given price.
o Market research
Socioeconomic and political trends
Industry-wide customer data
Intermediary buyer data
Key account information
SETTING MARKETING OBJECTIVES
SEGMENTATION, TARGETING AND POSITIONING Segmentation analysis
Selection of the segment: Understanding what the company is and what it wishes to be and studying the available segments and determining if they fit the capabilities and desires of the company to obtain and secure them
Analysis of internal data:
Credit card receipts
Analysis of external data
Published industry information
Guesstimates after talking with competitors, vendors, and others in the industry.
MSPA (Market Segment-Profitability Analysis):
Identify each of a company’s existing customer
segments by revenue, cost, and profitability.
The selection of a customer mix must support the positioning strategy of the company and the revenue management.
Target markets are selected from the list of available segments.
How the enterprise intends to differentiate in the market. All the members of the marketing and sales departments and their service suppliers must know the desiredpositioning of the enterprise.
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