Phân tích tình thế Marketing Ảnh hưởng của du lịch đối với thành phố New York

Nhóm 6 - Lớp L01 - Tình huống Marketing Khách sạn - Du lịch
Tình huống 5: Phân tích tình thế Marketing
Ảnh hưởng của du lịch đối với thành phố New York
5.1. Hãy cho biết những vấn đề đặt ra khi phân tích hoàn cảnh đối với một thành
phố lớn như New York:

 !"#$%$&'()*+,-./'./0123
45(6'.-7$%8')5990/:;<&'
=>*)?@.A-+
 6!50/'B)8CC@DCE8F$
G#$E)5<'+
6H<90I'#$G< !'C59/90I
GJ'0I>'.I')KL5%&5M
J'G5))<#E$N'$+
6O>PQ5&BFQG@D !=-'>(*R'B'
)G/B0/0I+SG-@8TU'
85(G'VI'/@99+1C-@85T$A>W
X$$)L6 6!%E$#$'+
6YE#$E)5<' !'@0ICB)
L(<(E-*Z0I*F%CL&X@0/'20[
<0IC0IJ(*)0IC
+
5.2. Bạn hãy nêu 6 bước trong việc phân tích hoàn cảnh đã trình bày trong ví dụ
điển hình về thành phố New York?
Bước 1. Phân tích môi trường Marketing:
6\([:(>)-B0/]50D*Z
)85^00I_D`$Ya
A@&'.12345(+!*L*)(#$`$Ya^%W
*L*#$()%8GC+,->'-*LE$P
)b$_8+
c

Nhóm 6 - Lớp L01 - Tình huống Marketing Khách sạn - Du lịch
6\0/')5%85/[`&$^-de0/>0%8
`$Ya5.RP()%8E.+
Bước 2. Phân tích địa bàn và cộng đồng:
6!'.5$599'%WG.%()/)*D
(%$50)@))*D2<)$E$
%7(5P8*FB%LC5955^7L$&
$*R].>f/+
6Y]'J''P[12345(T'.>/
)'0&J0b@0b@0b*R0b@0b
(Gg
6O*D>#$'.()*)'0&7')%8C
0IE.N$J+14->hi+iii'T()*N@<%*
+
6,*.7[YE]%T#$h-_D`$Ya^B)J-*L$_
%*.7)#$()%850$+
Bước 3. Phân tích đối thủ cạnh tranh trực tiếp:
*)*)>0%8#$12345(/).#5$+
1]cjej*)%8#$12345(>5*.ki@$EJ
O@$D`$Ya/_*.lc5&m,E)$5(2)0
5<()+
!cjji12345(.V>0%85*.)@$
'./D`$Ya*)nT(dk5&m,eddo*/
]cjej+1$(]>9'G*)hc5&m,"<12345(W
*$).#5$#$<:$clh5&m,"$p5$*cc5&"
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S]cjjl*)-kd5&m,le5*.)@$
EJO@$D`$Ya+
Bước 4. Phân tích tiềm năng thị trường:
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Nhóm 6 - Lớp L01 - Tình huống Marketing Khách sạn - Du lịch
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()/]55--jt5&()E.cuuo_*.
()%8E.`$Ya+!8'>8$tdo%$N()%
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Nhóm 6 - Lớp L01 - Tình huống Marketing Khách sạn - Du lịch
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Bước 5. Phân tích sản phẩm - dịch vụ:
6!$%#$*'€[!'.^5$599'%WG.
%()/)*D(%$50•))*D2
<)$E$%7(5P8*Fg
6:C5955^7L$&$*R].>f
/+Y)%85‚0b$$)].0D
U)5-]#$T(5$7$*RXK0
&A@@ƒD+,-&5$C&$*R]
.*Z(14-0I59I+
6Y]'J''P[14>/)'0&J
0b@0b@0b*R0b(G=F$„./
)%()E./`$Ya&.$GG#$'.=59
_+O--(]'J59JI
-'./014%()n-'J@Mc0b<R
R'.*Z9(.0I/()%8+`7.J
0DX%8C$E$|'D0(G-'0&'J
<EL59(-(]7*ZE$*$L$7X'.()-0b
JI'0&J&$''Pg,-&'.
14B%L0I&.)'0&J''P=

'.-0I+
6O*D>()*)'0&7')%8C0IE.
N$J+H&0IE.N$J*Z(_#$140I@5
>/‚(-*L(&E.E$57)0/*Z7148$Q
0D+O<J*.0I8#$14@9'.()D
`$Ya-5„59*D>)
'0&%8C#$14+
u
Nhóm 6 - Lớp L01 - Tình huống Marketing Khách sạn - Du lịch
6. Phân tích vị thế và kế hoạch Marketing:
!'.12345(]E$0I0$./5&%
()‚]%-/)'>#$)@'J%()
)€C+!'.=NF$„E./*.c
'.-()%89`$Ya+!85*.c#$12345(
P()%8^*+1]cjjin&$]#$0I()%8E.
14dho(G2(8'n&$]@<E#$`$Yahko+
H&*)#$'.5]cjjl%W*5$5
%8#$@$5%8y!G14{*5$59
0D(G.'.9E)8'>€'.<@9
I*/.#5$+10J&R*)J*L^5$
))(-E'.+1.@9')5@
X<>-*))>0-+…%8
$J'59/14%-&R*)L*L*)
(GPR#$'.+
5.3. Những bước nào trong số 6 bước đó đã không được đề cập đến và cho biết việc
thực hiện những bước đó như thế nào?
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5.4. Theo bạn thì nên có những cải tiến gì để nâng cao chất lượng của việc phân tích
hoàn cảnh ở trên?
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Nhóm 6 - Lớp L01 - Tình huống Marketing Khách sạn - Du lịch
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Tình huống 7: Phân đoạn thị trường và xác định vị thế:
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