Tourism Marketing PowerPoint Presentation, PPT - DocSlides

Tourism Marketing PowerPoint Presentation, PPT - DocSlides

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Role of Marketing in Strategic Planning. Spring 2016. Çağ. . Üniversitesi. 4 Characteristics of High-Performing Business. Stakeholders. Processes. Resources. Organization. Stockholders. Customers. ID: 538595

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Presentations text content in Tourism Marketing

Slide1

Tourism MarketingRole of Marketing in Strategic Planning

Spring 2016

Çağ

Üniversitesi

Slide2

4 Characteristics of High-Performing Business

Stakeholders

Processes

Resources

Organization

Slide3

Stockholders

CustomersEmployeesSuppliersCommunities

Stakeholders

Slide4

Avoid development of “silos”Departments operating for the completion of their own goalsManage processes, not departmentsLas Vegas Hilton and Market Segment Accntg Profitability of each customer segment/ type of guest?How much inventory / nights can each fill?How much to allocate towards getting each segment?How to price rooms for each segment?Who has priority during critical periods of year (seasonality)?

Processes

Slide5

Personnel

MaterialsMachinesInformationTraditionally all “in-house”  outsource some areas to experts (HR, IT)

Resources

Slide6

Structure

PoliciesCulture

Organization

Slide7

Corporate Strategic Planning

Process of developing and maintaining a strategic fit between the company’s goals and capabilities and it’s changing marketing opportunities

Corporate level

Business unit level

Functional / departmental level

Slide8

Defining company mission

Setting company objectives and goals

Designing business portfolio

Planning marketing and other functional activities

Corporate level

Business unit level

Slide9

Defining Company Mission

A mission statement is a statement of the organization’s purpose—what it wants to accomplish in the larger environmentNot too narrow or too broadBased on distinctive competenciesA clear mission statement acts like an “invisible hand” that guides people in the organizationProven that companies with well-made MS’s perform betterBut this definition needs to adapt if the company grows, offers more products, or encounters changes in its operating environment

Slide10

Defining Company Mission

According to Peter Drucker, ask: What is our business?Who is the customer?What do customers value?What should our business be?

Slide11

Product vs Market oriented Missions

We rent luxury hotel rooms and have fine restaurants VSWe create the RC experience – one that enlivens the senses, instill well-being, and exceptionally exceeds even the unexpressed wishes and needs of our guests….

http://www3.hilton.com/en/about/index.html

Slide12

Setting company objectives and goals

Company accomplishes its mission by achieving business and marketing objectivesGeneral  SpecificClear, quantifying measuresUltimate goal is increasing profitHow? Raise sales or lower costsSo marketing goal becomes increasing salesHow? Increasing market share in current segments, or reach new segmentsNew international marketHire more staff to contact business / corporate travelers

Slide13

Raise profit

Increase sales

Reduce cost

Raise market share in existing segments

Define and reach new segments

Hire

more staff

strategy

strategy

strategy

strategy

İnternational guests

Slide14

Designing the business portfolio

Since most companies operate more than one business, they segment them into Strategic Business Units (SBU’s)1. Business or collection of related businesses that can be planned for separately from rest of company2. has own set of competitors3. has own manager responsible for strategic planning and profit performance and is in control of factors affecting profitsHotels and cruise lines that operate several different brandsCompany runs its own restaurants, tour companies, spas…

Slide15

Growth Strategies

Ansoff product-market expansion grid

1. Market Penetration

3. Product Development

2. Market Development

4. Diversification

Existing Products

Existing Markets

New Products

New Markets

Slide16

Growth Strategies

Concentric diversification strategy: seek new products that have technological or marketing synergies with existing product lines (hotel brand that appeals to different demographic)Horizontal diversification strategy: seek new products that appeal to company’s existing customers (branded logo items, souvenirs, luggage…)Conglomerate diversification strategy: seek new businesses that have no relation to company’s current technology, products, or markets (Steakhouse starts own cattle farm, Starbucks grows its own coffee beans…)

Existing Products

Existing Markets

New Products

New Markets

Slide17

Growth StrategiesIntregrative Growth

Backward: acquire supplier

Forward: acquire a distributor

Horizontal: acquire competitor

Do we have the competencies / ability to manage these new assets effectively and competitively?

Slide18

Corporate level

Business unit level

Slide19

Marketing Strategy

The logic and means by which the company hopes to create customer value and achieve profitable relationships

Slide20

Customer-Driven Marketing Strategy

Market Targeting

Market Differentiation

Market Positioning

Market Segmentation

Slide21

Customer-driven Marketing Strategy

Process of dividing market into distinct groups of buyers who have different needs, characteristics, or behavior and who might require separate products or marketing programsGeographic, demographic, psychographic, behavioral…Possibilities are endless, but goal is to find and go after ones with most opportunityNielsen PRIZM: demographic, geographic, and behavioral66 market segments in the US

Market Segmentation

Slide22

Values, Attitudes, and Lifestyles

Slide23

Customer-driven marketing strategy

After segmenting, choose most attractive options

Market Targeting

Slide24

Customer-driven marketing strategy

Market DifferentiationAfter a company has decided which market segments to enter, it must decide how it will differentiate its market offering for each targeted segment and what positions it wants to occupy in those segmentsMarket PositioningA product’s position is the place the product occupies, relative to competitors’ products, in consumers’ mindsIn positioning its product, the company first identifies possible customer value differences that provide competitive advantages on which to build the position

Market Differentiation

Market Positioning

Slide25

Marketing Mix

After deciding overall strategy, get down to the specificsConsider both Seller and Buyer’s view of the market

4 Ps

4 Cs

Product

Customer Solution

Price

Customer Cost

Place

Convenience

Promotion

Communication

Slide26

Managing the Marketing Effort

Another way to look at it

Control

Impl

emen-tation

Planning

Analysis

Understand the company’s situation

Slide27

SWOT Analysis

Strengths

Weaknesses

Opportunities

Threats

Internal Environmental Analysis

External Environmental Analysis

Slide28

Slide29

Porter’s Goal Strategies

Achieve lowest price amongst competitors

Difficult and can sacrifice customer value

Cost Leadership

Achieve superior performance in a particular benefit areae.g. this hotel has the most beautiful pool area, or this cruise line has the best children’s program

Differentiation

Concetrate on narrow market segmentsBoutique hotels, niche products

Focus

Slide30

Managing the Marketing Effort

Control

Implemen-tation

Planning

Analysis

Understand the company’s situation

Deciding on the strategies that will accomplish overall objectives

Ensure have the proper resources, including employees who understand the goals and have ability to carry out plan

Measure and evaluate results. Take corrective action.

Marketing ROI

Slide31

Chapter Questions

Discussion

question

5:

Think

about

the

shopping

area

nearest

to

you

.

Assume

that

you

wish

to

start a

business

here

and

are

looking

for

a

promising

opportunity

for

a

restaurant

.

A. Is

there

an

opportunity

to

open

a

distinctive

and

promoising

business

?

Describe

your

target

market

and

how

you

would

serve

it

differently

than

current

businesses

do.

B.

What

sort

of marketing mix

would

you

use

for

your

business

?

Slide32

Sources

Kotler, Bowen, and

Makens

.

Marketing for Hospitality and Tourism

. 6e. Pearson Higher Education. 2014

.

Euromonitor

International.

Marriott International

Inc

in Travel and Tourism

–World

.

Jun

2010.

Strategic Business

Insights

. ‘

US

Framework and VALS™

Types

.’ Mar 2014.

http://

www.strategicbusinessinsights.com/vals/ustypes.shtml

Nielsen

. ‘

Nielsen

PRIZM

Overview

.’ Mar 2014.

Web. http://www.claritas.com/MyBestSegments/Default.jsp?ID=70&pageName=Learn%2BMore&menuOption=learnmore

Slide33


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