Strategic Marketing for Tourism & Hospitality pot

Strategic Marketing for Tourism & HospitalityCourse Objectives  Understand strategic marketing concepts and strategic marketing tools in the tourism industry  Ability to establish a

Trang 1

Strategic Marketing

for Tourism & Hospitality

Hanoi Open University - Faculty of Tourism

Lecturer: Tran Nu Ngoc Anh

Trang 2

Strategic Marketing for Tourism & Hospitality

Course Objectives

 Understand strategic marketing concepts and strategic marketing

tools in the tourism industry

 Ability to establish a strategic marketing plan for tourism organizations

 Ability to make presentation and to communicate the strategic

marketing terms in English

Chapter 6: Pricing Chapter 7: Positioning the Product Chapter 8: Advertising and Publicity Chapter 9: Effective sales of travel products and services Chapter 10: Implementing the marketing plan

Trang 3

Duration of the Course

 60 periods (04 credits)

12 lessons (indoor class)

Exams

Participation: 10% of the total mark

Course Project: 30% of the total mark

& condition to take the final exam

Final exam: 60% of the total mark (multi - choice + open questions)

If students do not do the course project, he/she will be not allowed to take the final exam.

Trang 4

Course Project

Establish a strategic marketing plan for a tourism organization that you know well, including following compulsory requirements:

1. Introduction to the organization

2. Macro environment analysis for the selected organization

3. The analysis of the organization

4. The competitor analysis (Analyze with at least 2 main competitors)

5. The market analysis and questionnaire designed

6. Mission statement, Goals and Objectives

7. Marketing strategies (9Ps)

8. Marketing tactics positioning statement

the cover of print ad (A4 size)

9. Marketing tactics letter persuading customers to buy services, sales promotions …

10. Implementing the marketing plan

Presentation & Power Point - Slides

Trang 5

Chapter 1 Introduction to Marketing & Tourism Marketing

Learning Objectives

 Be aware of Marketing , Service Marketing &

Tourism Marketing concepts

 Identify the similarity and the differences

between Service Marketing & Tourism Marketing

Mix Components

sales.

Trang 6

Marketing Research

 Find wants and fill them (R ST  PDB  MM  I 

C)

 Push - Pull Strategy

 3R (Retain loyal customers, Retrieve lost customers, Recruit new customers)

 Participants: All staff of an organization

 Marketing Mix: 4P (Product, Place, Promotion, Price)

Chapter 1: Introduction to Marketing and Tourism Marketing

Trang 7

Marketing mix - 4P

4P of Marketing

+ Product + Place + Promotion + Price

Trang 8

Sản phẩm cốt lõi

Sản phẩm hiện thựcSản phẩm bao quanh

Sản phẩm bổ sungDịch vụ bao quanh/dịch vụ định vị

Những lợi ích cơ bản mang lại

Bao bì

Đặc tính sản phẩm

Hình dáng

Tiêu chuẩn chất l ợng

+ Product

Trang 9

Chu kú sèng cña s¶n phÈm

H×nh thµnh T¨ng tr ëng (PT) Tr ëng thµnh Suy tho¸i

vµ b·o hßa Doanh sè

Thêi gian

Trang 10

Chu kú sèng cña s¶n phÈm

Establishment Growth Mature Decline

Revenue Low Increase

Customers Pioneers Increase Big No Late

FollowersCompetitors Few Increase Stable Decrease

Trang 11

(Chuçi)Trung gian

Trang 12

Ng ời bán buôn(W)

Ng ờibán lẻ(R)

Ng ời tiêu dùng - ng

ời mua(C)

Kênh trực tuyến (MC)Kênh ngắn (MRC)

Kênh dài (MWRC)

Kênh dài đầy đủ (MJWRC)

+ Place

Trang 13

Tourism Services Research

 "4S" Model in USA (SEA, SUN, SHOP, SEX or SAND)

 3H Model in USA (HERITAGE, HOSPITALITY, HONESTY)

Trang 14

Smile for everyone

Excellence in everything we do

Reaching out to all guests with hospitality Viewing every guest as special

Inviting guests to return

Creating a warm atmosphere

Eye contact that shows we care

Chapter 1: Introduction to Marketing & Tourism Marketing

What is SERVICE ?

Trang 15

Product & service Marketing Research

Trang 16

Tourism Marketing Research

Tourism Marketing

= Products - Tourists

Services



tourists’ expectations business objectives

Trang 17

Marketing mix - (9P) In tourism

Trang 18

 Overview of the organization

 Marketing Assessment (2007-2011) (optional)

– Organizational Chart of Marketing Department

– Applied Marketing Strategies

– What achieved, what not?

Introduction to organization

(presentation 1)

Trang 19

Chapter 2 Introduction to Strategic Marketing

Learning Objectives

 Be aware of Strategic Marketing Plan concept,

components of a strategic marketing Plan for Tourism

and Hospitality Organizations and the importance of

strategic marketing for Tourism and Hospitality.

 Practise to write Mission Statements for Tourism Industry and Tourism Organizations.

 Classify Objectives, Strategies and Tactics and practise to formulate Objectives, Strategies and Tactics for Tourism Organizations.

 Be able to apply SWOT matrix to analyse the tourism

organizations’ business environment.

Trang 20

Chapter 2 Introduction to Strategic Marketing

Main content

1. Strategic Marketing Planning

2. The Mission Statement

3. Objectives, strategies, tactics

4. SWOT matrix in Tourism Industry

5. Discussions and Practices

Trang 21

Chapter 2: Introduction to Strategic Marketing

Strategic Planning

Strategic planning

= organization’s resources + opportunities

tactics (to guide its marketing efforts)

Trang 22

Goals of Strategic marketing

Maintain the balance between:

 Satisfaction of Tourists

the relationship between :

Tourists & your organization

Trang 23

Goals of Strategic marketing

Trang 24

Strategic Planning Steps

Step 5

strategies & tactics

Trang 25

Content of A marketing Plan

1. Introduction to the tourism organization

2. Overview of the strategic marketing plan

3. The organization’s marketing environment analysis

4. The market analysis

5. Mission statement

6. Objectives

7. Marketing strategies and tactics

8 Implementing the marketing plan

Trang 26

Sofitel Metropole đ ợc công nhận là:

Một khách sạn sang trọng và năng động nhất

Một khách sạn có công nghệ phục vụ cá nhân tuyệt hảo

Một khách sạn cung cấp những tiện nghi F/B, những sản phẩm và dịch vụ v ợt bậc.

Một khách sạn không ngừng nâng cấp chất l ợng dịch vụ và đào tạo nhân viên

Bằng cách đảm bảo hoạt động kinh doanh có hiệu quả và uy tín trên thị tr ờng,

khách sạn Sofitel Metropole cam kết với:

Nhà đầu t : Tiền lời tối u trên vốn đầu t

- Không ngừng xây dựng những chiến l ợc kinh doanh mới

- Thận trọng trong việc sử dụng ngân sách điều hành

Khách: Sự kết hợp của tính hiếu khách Việt Nam với phong cách châu Âu

- Tối đa sự thoải mái và phục vụ từng cá nhân khách với một nụ c ời

- Tuyệt hảo về chất l ợng và đáng giá với đồng tiền

Nhân viên: Cơ hội để gia tăng kỹ năng và phát triển cá nhân

- Đào tạo theo tiêu chuẩn khách sạn quốc tế

- Đ ợc tham gia vào các ch ơng trình phát triển nghề nghiệp

Cộng đồng: Đóng góp tích cực và có lợi hữu hình cho nền kinh tế.

- Tạo ra nhiều cơ hội việc làm

- Tham gia tích cực vào các hoạt động từ thiện

Trang 27

The Mission Statement concept

 A written document to announce the operation & scale of an organization, a service or a product

 Guide briefly resources distribution to all staff.

 Help all staff have an overview of the

organization’s operation

Trang 28

Lời phát biểu c ơng lĩnh của chủ tịch tập đoàn Sol Meliá - Gabriel Escarrer

“Nền tảng của tất cả các hoạt động của Sol Meliá từ khi thành lập công ty đầu

tiên tới nay là m ời điểm tạo nên triết lý và các giá trị của chúng ta Những quy tắc này cùng với ph ơng cách quản lý và văn hóa làm việc riêng của chúng ta thể

hiện t t ởng của mỗi chúng ta trong tập đoàn Sol Meliá trên toàn cầu”.

Trang 29

Lời phát biểu c ơng lĩnh của chủ tịch tập đoàn Sol Meliá - Gabriel Escarrer

5 Đào tạo và đề bạt Phát triển đội ngũ nhân viên thông qua đào

tạo th ờng xuyên nhằm khuyến khích việc đề bạt trong nội bộ.

6 Công ty gia đình: Sử dụng một môi tr ờng thuận lợi của một công

ty gia đình tạo ra một sự thống nhất chung giữa công ty và đội ngũ làm việc và các khách hàng.

7 Lãnh đạo bằng việc tự nêu g ơng Luôn luôn lãnh đạo bằng việc

tự nêu g ơng từ đội ngũ lãnh đạo cao nhất của tổ chức.

8 Phân công Phân công các chức năng và trách nhiệm rõ ràng.

9 Khuyến khích tinh thần trách nhiệm Khuyến khích tinh thần trách

nhiệm cao nhất.

10 Kiểm soát Thực hiện những biện pháp kiểm soát cần thiết nhằm

đảm bảo thực hiện đầy đủ sự giám sát.

Trang 30

How to establish a Mission Statement

Answer 3 questions

1 what do we do?

2 how do we do it?

3 for whom we do it ?

Trang 31

Examples & practices

Company mission statement: “We absolutely guarantee

satisfaction to our guests by providing excellent services Our staff are enthusiastic and sincere in their wish to please guests and

fellow staff members”.

what do

do it?

Trang 32

Examples & practices

Forwhom

we do it? Guests

Company mission statement:

Trang 33

Objectives, Strategies & Tactics

Objectives

What do you want to do ?

Strategies

How do you want to do it ?

Tactics

Which tool(s) will you use ?

Trang 34

Introduction of SWOT matrix

Analysis of business Environment

Based on SWOT MatrixMacro Environment Micro Environment

Strategic Marketing Plan for Tourism Organizations

Opportunities Threats Strengths Weaknesses

Trang 35

A 4 star hotel with 100 rooms, running before ASEAN Conference Apply SWOT matrix to determine following announcement:

Exercies & homework

1 Low staff turn – over

2 30% average occupancy

3 Government reduced work sheet to 5 days per week

4 ASEAN conference planned

5 Staff can speak Vietnamese, French or Russian

6 Owners take 70% profit

7 Hotel near Ho Chi Minh Museum

Trang 36

Apply SWOT matrix to determine following

announcement about Halong City:

Exercies & homework

1 Internationally - known city

2 A World Heritage Site

3 High quality environment

4 Lack of visitor management strategy

5 World Heritage Site - anniversary of Halong Bay

6 Lake Water Park’s (in Hanoi) attraction

7 Aggressive marketing of other areas

Trang 37

To be continued

Exercies & homework

8 Lack of local products in souvenir shops

9 Professional tour guides encourage visitors stay

longer and see more

10 Signs poorly understood by the public

11 Various kinds of public transportation with low fees

12 Poor entertainment facilities

13 Romantic atmosphere

14 High additional income from tourists

15 Many beautiful islands and islets

Trang 38

Exercies & homework

1 Do more advertising

2 Offer a free meal during the next day

3 Reduce the number of customers’ complaints

4 Increase the volume of repeat business by 10%

5 Increase the occupancy level by 2%

6 Provide a training of 2 days on “satisfying customers”

7 Give an incentive to comebacks

8 Buy a page to advertise on the “Heritage”

9 Improve customers’ services

Trang 39

Chapter 3 Analyzing the Macro Business Environment

 Understand Strategic Window concept and know how to choose

appropriated time for Marketing Plan of Tourism and Hospitality

Organizations in specific situations

 Discuss how Tourism and Hospitality Organizations can be proactive rather than reactive when responding to environmental trends

Trang 40

Part 1: General ideas

1 Elements of Macro Environment

2 Macro Environment Analysis 2.1 Environmental Opportunities

+ Attractiveness + Success Probability 2.2 Environmental Threats

- Seriousness

- Probability of Occurrence

3 How to determine Market Share

Chapter 3 Analyzing the Macro Marketing

Environment

Main content

Trang 41

Chapter 3: Analyzing the Macro Marketing Environment

Concept of Marketing Environment

A Company’s environment consists of the outside actors and forces that effect a company’ ability to develop and maintain successful transactions with its target customers The marketing environment is made up of a microenvironment and a macro environment

The micro environment consists of actors and forces close to the company that can affect its ability to serve its customers, the company itself, marketing channel firms, customer markets, and a broad range of publics

The macro environment consists of the larger societal forces that effect the entire microenvironment, demographic, economic, political, natural, technological, cultural forces.

Trang 42

Marketing Environment Elements

Geographic Natural Cultural

Publics

Trang 43

Marketing Environment analysis

Trang 44

Attractiveness Success Probability

Marketing or business tip

Trang 45

Macro environment analysis for the selected organization

(presentation 2)

Sự kiện

Cơ hội

Kết luận Mức độ hấp dẫn Tỷ lệ thành công

 Môi trường tự nhiên

Trang 46

Macro environment analysis for the selected organization

(presentation 2)

Sự kiện

Thách thức

Kết luậnMức độ nghiêm trọng Tỷ lệ thành đạt

 Môi trường kinh tế

Trang 47

Chapter 4 Analyzing the Micro Marketing Environment Learning Objectives

 Describe the Micro Environment that affects Tourism and Hospitality Organizations’ ability to serve their customers.

 Apply SWOT Matrix to determine both strengths and weaknesses to the Operation of Tourism and Hospitality Organizations

 Be familiar with Benchmarking Concept

 Practise to analyse a Tourism or Hospitality Organization and its competitors

 Criteria to determine the company’s competitive position

 Analyse current situation of a tourism company to discuss appropriated strategies.

Trang 48

1 Describe elements of the Micro Environment

2 Apply SWOT Matrix to analyse the Micro Environment (Product, Competitive & markets)

3 Introduction to Benchmarking

4 Strategic competitive Positions

5 Practice: Analyzing Macro and Micro Marketing

Environment of a Tourism or Hospitality Organization

Chapter 4 Analyzing the Micro Business Environment

Main content

Tiêu đề	Strategic Marketing for Tourism & Hospitality
Người hướng dẫn	Tran Nu Ngoc Anh
Trường học	Hanoi Open University
Chuyên ngành	Tourism & Hospitality
Thể loại	course syllabus
Thành phố	Hanoi

Định dạng
Số trang	128
Dung lượng	3,04 MB