Strategic Marketing for Tourism & Hospitality pot

Strategic Marketing
Strategic Marketing
for Tourism & Hospitality
for Tourism & Hospitality
Hanoi Open University - Faculty of Tourism
Lecturer: Tran Nu Ngoc Anh

Strategic Marketing for Tourism & Hospitality
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
Content
Chapter 1: Introduction to Marketing and Tourism Marketing
Chapter 2: Introduction to strategic marketing
Chapter 3: Macro marketing environment analysis
Chapter 4: Micro marketing environment analysis
Chapter 5: Market analysis
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
Strategic Marketing for Tourism & Hospitality
Strategic Marketing for Tourism & Hospitality

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.
Strategic Marketing for Tourism & Hospitality
Strategic Marketing for Tourism & Hospitality
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
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

List characteristics of Services and Marketing -
Mix Components

Classify the differences between marketing and
sales.
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:
Chapter 1:


Introduction to Marketing and Tourism Marketing
Introduction to Marketing and Tourism Marketing
Chapter 1:
Chapter 1:


Introduction to Marketing and Tourism Marketing
Introduction to Marketing and Tourism Marketing
Marketing mix - 4P
4P of Marketing

+ Product
+ Place
+ Promotion
+ Price

Sản phẩm cốt lõi
Sản phẩm hiện thực
Sản phẩm bao quanh
Sản phẩm bổ sung
Dịch 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
Bảo hành
Lắp đặt
Hình
thức
tín
dụng
Phục
vụ
bán
Chapter 1:
Chapter 1:
Introduction to Marketing and Tourism Marketing
Introduction to Marketing and Tourism Marketing
+ Product

Chapter 1
Chapter 1
:
:
Introduction to Marketing and Tourism Marketing
Introduction to Marketing and Tourism Marketing
Chu kỳ sống của sản phẩm
Hình thành Tăng tr ởng (PT) Tr ởng thành Suy thoái
và bão hòa
Doanh số
Thời gian
Chapter 1
Chapter 1
:
:
Introduction to Marketing and Tourism Marketing
Introduction to Marketing and Tourism Marketing
Chu kú sèng cña s¶n phÈm
Establishment Growth Mature Decline
Revenue Low Increase
fast
Max Low
Cost High Average Low Low
Profit Loss Increase High Low
Customers Pioneers Increase Big No Late
Followers
Competitors Few Increase Stable Decrease
(Chuçi)
Trung
gian

Ng êi s¶n xuÊt
Ng êi mua
Th«ng tin
Kho tµng Hµng hãa Kho tµng Hµng hãa
VËn t¶i
VËn t¶i
Chapter 1:
Chapter 1:
Introduction to Marketing and Tourism Marketing
Introduction to Marketing and Tourism Marketing
+ Place
Nhà sản
xuất - ng ời
làm
marketing
(M)
Môi
giới
(J)
Ng ời
bán
buôn
(W)
Ng ời
bán 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)
Chapter 1:
Chapter 1:
Introduction to Marketing and Tourism Marketing
Introduction to Marketing and Tourism Marketing
+ Place
Tourism Services Research

Intangibility

Inseparability

Variability

Perish ability

No ownership

"4S" Model in USA (SEA, SUN, SHOP, SEX or SAND)

3H Model in USA (HERITAGE, HOSPITALITY, HONESTY)
Chapter 1:
Chapter 1:


Introduction to Marketing and Tourism Marketing

Introduction to Marketing and Tourism Marketing
S
S
mile for everyone
mile for everyone
E
E
xcellence in everything we do
xcellence in everything we do
R
R
eaching out to all guests with hospitality
eaching out to all guests with hospitality
V
V
iewing every guest as special
iewing every guest as special
I
I
nviting guests to return
nviting guests to return
C
C
reating a warm atmosphere
reating a warm atmosphere
E
E
ye contact that shows we care
ye contact that shows we care
Chapter 1:

Chapter 1:
Introduction to Marketing & Tourism Marketing
Introduction to Marketing & Tourism Marketing
What is
What is
SERVICE
SERVICE
?
?
Chapter 1:
Chapter 1:


Introduction to Marketing and Tourism Marketing
Introduction to Marketing and Tourism Marketing
Product & service Marketing Research
Service Marketing
=
Products -
Customers
Services
Staff is the bridge of
Products to customers
Product Marketing
=
Products - Consumers
Chapter 1:
Chapter 1:

Introduction to Marketing and Tourism Marketing
Introduction to Marketing and Tourism Marketing
Tourism Marketing Research
Tourism Marketing
=
Products - Tourists
Services

tourists’ expectations
business objectives
5P of Marketing in Tourism
+ People
+ Packaging
+ Positioning
+ Programming
+ Partnership
Chapter 1:
Chapter 1:


Introduction to Marketing and Tourism Marketing
Introduction to Marketing and Tourism Marketing
Marketing mix - (9P) In tourism
4P of Marketing

+ Product
+ Place
+ Promotion
+ Price


Overview of the organization
–
Organization History
–
Organizational Chart
–
Operational Activities
–
Main Services

Business Assessment (2007-2011)
–
Revenue
–
Tourists, Target markets
–
Occupancy Rate
–
Others

Marketing Assessment (2007-2011) (optional)
–
Organizational Chart of Marketing Department
–
Applied Marketing Strategies
–
What achieved, what not?
Chapter 1:
Chapter 1:

Introduction to Marketing and Tourism Marketing
Introduction to Marketing and Tourism Marketing
Introduction to organization
Introduction to organization
(presentation 1)
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.
Chapter 2
Introduction to Strategic Marketing
Main content

Main content


1. Strategic Marketing Planning
2. The Mission Statement
3. Objectives, strategies, tactics
4. SWOT matrix in Tourism Industry
5. Discussions and Practices
Chapter 2:
Chapter 2:


Introduction to Strategic Marketing
Introduction to Strategic Marketing
Strategic Planning
Strategic planning
=
organization’s resources + opportunities

objectives, strategies & tactics
marketing efforts
Strategic planning is the managerial process of developing and keeping an optimal fit
between the deployment of an organization’s resources and the opportunities in its
changing environment in order to establish its objectives, formulate its strategies and
tactics (to guide its marketing efforts).
Chapter 2:
Chapter 2:


Introduction to Strategic Marketing

Introduction to Strategic Marketing
Goals of Strategic marketing
Maintain the
Maintain the
balance
balance
between:
between:



Profits
Profits
of Tourism Organizations
of Tourism Organizations



Satisfaction
Satisfaction
of Tourists
of Tourists


Strategic Marketing means to
Strategic Marketing means to
enforce
enforce

the relationship between :
the relationship between :
Tourists & your organization
Tourists & your organization
Chapter 2:
Chapter 2:


Introduction to Strategic Marketing
Introduction to Strategic Marketing
Goals of Strategic marketing
Good
company name
Sales
•
Promotion
•
Product design
& Sales
•
Advertisement
•
Publicity
•
Partnership
Recruit new customers
•
Pricing
•
Internal & external

Sales
Retain loyal customers
Retrieve lost customers

Effective
products & services
Customers’
satisfaction
•
Introduction
to services
•
Excellent amenities
and facilities
•
Training
•
High quality programs
•
Good relationship
with customers
Chapter 2:
Chapter 2:


Introduction to Strategic Marketing
Introduction to Strategic Marketing
Strategic Planning Steps
Step 1
Situational Analysis

Step 2
0Target market
Step 6
Controlling &
Evaluating
Step 3
Product Positioning
Step 5
Implementing
Step 4
Objectives,
strategies & tactics
Strategic Marketing for Tourism & Hospitality
Strategic Marketing for Tourism & Hospitality
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