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Tourism & Hospitality Marketing

Tourism & Hospitality Marketing. Tamer Zakaria , HR Consultant Instructor of Hospitality Management Faculty Member of the American Hotel & Lodging Educational Institute. Lec 3. The Role of Marketing in Strategic Planning. Outlines. The Marketing Process. The Strategic Planning.

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Tourism & Hospitality Marketing

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  1. Tourism & Hospitality Marketing Tamer Zakaria, HR Consultant Instructor of Hospitality Management Faculty Member of the American Hotel & Lodging Educational Institute

  2. Lec 3 The Role of Marketing in Strategic Planning Tourism & Hospitality Marketing Tamer Zakaria

  3. Outlines • The Marketing Process. • The Strategic Planning. • Steps in Strategic Planning. • Marketing Analysis. • Customer-Driven Marketing Strategy. Tourism & Hospitality Marketing Tamer Zakaria

  4. 1 2 3 4 5 The Marketing Process Steps in The Marketing Process Understand the marketplace and customer needs & wants Design a customer-driven marketing strategy Construct an integrated marketing program that delivers superior value Build profitable relationships and create customer delight Capture value from customers to create profits & customer equity Tourism & Hospitality Marketing Tamer Zakaria

  5. Strategic Planning • Strategic Planning is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities. • Strategic Planning helps a company select and organize its business in a manner that keeps the company healthy despite unexpected upsets in any of its specific business or product lines. Tourism & Hospitality Marketing Tamer Zakaria

  6. 1 2 3 4 Strategic Planning Steps in Strategic Planning: Defining the company vision/mission Setting company goals and objectives Designing the portfolio Planning marketing and other functional strategies Tourism & Hospitality Marketing Tamer Zakaria

  7. Marketing Analysis SWOT Analysis Strengths Weaknesses Opportunities Threats Tourism & Hospitality Marketing Tamer Zakaria

  8. Customer-Driven Marketing Strategy • Market Segmentation is the process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behavior who might require separate products or marketing programs. • Market Targeting isevaluating each market segment’s attractiveness and selecting one or more segments to enter. • Positioning is the place the product occupies, relative to competitors’ product, in consumers’ minds. Tourism & Hospitality Marketing Tamer Zakaria

  9. Marketing Mix Tourism & Hospitality Marketing Tamer Zakaria

  10. Marketing intermediaries Marketing planning system Marketing information system Product Place Price Suppliers Publics Marketing organization and implementation Promotion Marketing organization system Competitors Demographic/ economic environment Technical/ physical environment Target customers Political/ legal environment Social/ cultural environment Tourism & Hospitality Marketing Tamer Zakaria

  11. Implementation Control Strategic- Planning, Implementation, and Control Process Planning Corporate planning Division planning Business planning Product planning Carry out the plan Measure results Evaluate results Take corrective action Tourism & Hospitality Marketing Tamer Zakaria

  12. The Marketing Environment Tourism & Hospitality Marketing Tamer Zakaria

  13. Outlines • The Company Microenvironment. • The Company Macroenvironment. Tourism & Hospitality Marketing Tamer Zakaria

  14. The Marketing Environment • TheMicroenvironment consists of actors and forces close to the company that can affect its ability to serve its customers. • TheMacroenvironment consists of the larger societal forces that affect the whole microenvironment. Tourism & Hospitality Marketing Tamer Zakaria

  15. Continued Tourism & Hospitality Marketing Tamer Zakaria

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