Strategic Marketing for Tourism & Hospitality

Strategic Marketing
for Tourism & Hospitality
Hanoi Open University - Faculty of
Tourism
Lecturer: Tran Nu Ngoc Anh
 


Strategic Marketing for Tourism & Hospitality
Course Objectives

Understand strategic marketing concepts and strategic
marketing
tools in the tourism industry
 Establish a strategic marketing plan for tourism organizations
 Make a presentation and communicate the strategic
marketing terms in
English


Content

Chapter 1:
Marketing
Chapter 2:
Chapter 3:
Chapter 4:
Chapter 5:
Chapter 6:
Chapter 7:
Chapter 8:

Chapter 9:

Introduction to Marketing and Tourism
Introduction to Strategic Marketing
Macro Marketing Environment Analysis
Micro Marketing Environment Analysis
Market Analysis
Pricing
Positioning the Product
Advertising and Publicity
Effective Sales of Travel Products and Services


Strategic Marketing for Tourism & Hospitality

Duration of the Course



45 periods (03 credits)
9 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
Course
Project

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

6.

Introduction to the organization & Macro environment
analysis for the selected organization
The organization analysis
The competitor analysis (Analyze with at least 2 main
competitors)
The market analysis and questionnaire designed
Mission statement, Goals and Objectives & Marketing
strategies (9Ps)
Marketing tactics
positioning statement

7.

Marketing tactics

8.

Implementing the marketing plan
Choose one marketing book/group to share with

1.
2.
3.
4.
5.

9.

the cover of print ad (A4 size)

letter persuading customers to buy
services, sales promotions …


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


Chapter 1:

Introduction to Marketing and Tourism
Marketing

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

Marketing mix - 4P
4P of Marketing
+
+
+
+

Product
Place
Promotion
Price


Chapter 1: Introduction to Marketing and Tourism Marketing

+ Product
Sản phẩm cốt lõi
(core product
components
Sản
phẩm hiện

Bảo hành
Bao bì
Hình
thức
tín
dụng

Hình

dáng

Những lợi
ích cơ
bản mang
lại

Đặc
tính
sản
phẩm

Tiêu chuẩn chất lợng
Lắp đặt

Phục
vụ
bán

thực
Sản phẩm bao
quanh
Real product
(appearance)

Sản phẩm bổ sung
(supplementary services)


Chapter 1: Introduction to Marketing and Tourism Marketing

Chu kú sèng cña s¶n phÈm (Product Life Cycle)

Doanh
sè

H×nh thµnh
T¨ng trëng (PT)
thµnh
Suy tho¸i
Establishment Development
Decline

Trëng
Mature

Thêi
gian


Chapter 1: Introduction to Marketing and Tourism Marketing

Chu kú sèng cña s¶n phÈm (Product Life Cycle)

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


Chapter 1: Introduction to Marketing and Tourism Marketing

+ Place
Kho tµng

Ngêi s¶n xuÊt
Producer

Hµng hãa

(Chuçi
VËn )Trung
t¶i
gian
Th«ng tin

Kho tµng Hµng hãa

VËn
t¶i

Ngêi mua
Buyer


Chapter 1: Introduction to Marketing and Tourism Marketing

+ Place
Kênh trực tuyến (MC)
Kênh ngắn (MRC)
Nhà
sản
Kênh dài (MWRC)
xuất Ngời
ngời
Kênh dài
bán

làm
đầy đủ
buôn
marketi
(MJWRC)
Môi
ng
(W)
giới
(J)
(M)

Ngời
bán lẻ
(R)

Ngời
tiêu
dùng ngời
mua
(C)


Chapter 1:

Introduction to Marketing and Tourism
Marketing

Tourism Services Research
 Intangibility

 Inseparability
 Variability
 Perish

ability
 No ownership
 "4S" Model in USA (SEA, SUN, SHOP,
SEX or SAND)

 3H

Model

in

USA

HOSPITALITY, HONESTY)

(HERITAGE,


Chapter 1: Introduction to Marketing & Tourism
Marketing

What is SERVICE ?

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 and Tourism
Marketing

Product & service Marketing
Research
Product Marketing
=
Products - Consumers

Service Marketing
=
Products - Customers

Services
Staff is the bridge of
Products to
customers


Chapter 1:

Introduction to Marketing and Tourism
Marketing

Tourism Marketing Research
Tourism Marketing
=
Products - Tourists
Services

tourists’ expectations
business objectives


Chapter 1:

Introduction to Marketing and Tourism
Marketing

Marketing mix - (9P) In tourism
4P of Marketing 5P of Marketing
Tourism
+
+
+
+

Product
Place
Promotion
Price

+
+
+
+
+

People
Packaging
Positioning
Programming
Partnership

in


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
1.
2.
3.
4.
5.

Strategic Marketing Planning
The Mission Statement
Objectives, strategies, tactics
SWOT matrix in Tourism Industry
Discussions and Practices


Chapter 2:

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:

Introduction to Strategic Marketing

Goals of Strategic marketing
Maintain the balance between:
 Profits of Tourism Organizations
 Satisfaction of Tourists
Strategic Marketing means to enforce
the relationship between :

Tourists & your organization


Chapter 2:

Introduction to Strategic Marketing

Goals of Strategic marketing
Recruit new customers

Good
company name

Sales

Retain loyal customers
Retrieve lost customers

Effective
products & services

Customers’
satisfaction

•Promotion
• Introduction
•High quality program
•Product design
to services
•Good relationship
•Pricing
& Sales
•Advertisement •Internal & external•Excellent amenities with customers
and facilities
Sales
•Publicity
•Training

Chapter 2:

Introduction to Strategic Marketing

Strategic Planning Steps
Step 1

Step 2

Situational Analysis

 Target market

Step 6

Step 3
Product Positioning

Controlling &
Evaluating
Step 5

Step 4

Implementing

Objectives,
strategies &

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
Marketing strategies and tactics

7.
8.

Implementing the marketing plan


Một khách sạn không ngừng nâng cấp chất lợng dịch vụ và
đào tạo nhân viên.
Bằng cách đảm bảo hoạt động kinh doanh có hiệu quả và
uy tín trên thị trờng, khách sạn Sofitel Metropole cam kết
với:
Nhà đầu t: Tiền lời tối u trên vốn đầu t
- Không ngừng xây dựng những chiến lợc 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 cời.
- Tuyệt hảo về chất lợng 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.
- Đợc tham gia vào các chơng trình phát triển nghề