Strategic Marketing for Tourism & Hospitality

marketing tools in the tourism industry  Establish a strategic marketing plan for tourism organizations  Make a presentation and communicate the strategic Chapter 6: Pricing Chapter

for Tourism & Hospitality

Hanoi Open University - Faculty of

Tourism Lecturer: Tran Nu Ngoc Anh

 

marketing

tools in the tourism industry

 Establish a strategic marketing plan for tourism organizations

 Make a presentation and communicate the strategic

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

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.

that you

know well, including following compulsory requirements:

1. Introduction to the organization & Macro environment

analysis for the selected organization

2. The organization analysis

3. The competitor analysis (Analyze with at least 2 main

competitors)

4. The market analysis and questionnaire designed

5. Mission statement, Goals and Objectives & Marketing

strategies (9Ps)

6. Marketing tactics positioning statement

the cover of print ad (A4 size)

7. Marketing tactics letter persuading customers to buy

services, sales promotions …

8. Implementing the marketing plan

9. Choose one marketing book/group to share with

classmates (bonus***)

Presentation & Power Point - Slides

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)

Marketing mix - 4P

4P of Marketing

+ Product + Place + Promotion + Price

Sản phẩm cốt lõi (core product

components

Sản phẩm hiện thực

Sản phẩm bao quanh

Real product (appearance)

Sản phẩm bổ sung (supplementary services)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

+ Product

H×nh thµnh T¨ng tr ëng (PT) Tr ëng thµnh Suy tho¸i

Establishment Development Mature Decline

Doanh

sè

Thêi gian

Establishment Growth Mature Decline

Customers Pioneers Increase Big No Late

FollowersCompetitors Few Increase Stable Decrease

(Chuçi)Trung gian

Ng êi s¶n xuÊt

Producer

Ng êi muaBuyerTh«ng tin

Kho tµng Hµng hãa Kho tµng Hµng hãa

VËn t¶i

VËn t¶i

+ Place

Ng ời bán buôn(W)

Ng ờibán 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)

+ Place

Tourism Services Research

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

What is SERVICE ?

Product & service Marketing

Research

Service Marketing

= Products - Customers

Services

Staff is the bridge of

Products to customers

Product Marketing

=Products - Consumers

Tourism Marketing Research

Tourism Marketing

= Products - Tourists

Services



tourists’ expectations business objectives

5P of Marketing in Tourism

+ People + Packaging + Positioning + Programming + Partnership

Marketing mix - (9P) In tourism

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.

tourism organizations’ business environment.

Main content

1. Strategic Marketing Planning

2. The Mission Statement

3. Objectives, strategies, tactics

4. SWOT matrix in Tourism Industry

5. Discussions and Practices

objectives, formulate its strategies and tactics (to guide its marketing

efforts)

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

• Introduction

to services

•Excellent amenities and facilities

•Training

•High quality programs

•Good relationship with customers

Strategic Planning Steps

Step 5

Implementing

Step 4

Objectives, strategies &

tactics

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

Một khách sạn có công nghệ phục vụ cá nhân tuyệt hảo.

Một khách sạn cung cấp những tiện nghi F/B, những sản phẩm

và dịch vụ v ợt bậc.

Một khách sạn không ngừng nâng cấp chất l ợng dịch vụ và

đào tạo nhân viên

Bằng cách đảm bảo hoạt động kinh doanh có hiệu quả và

uy tín trên thị tr ờng, khách sạn Sofitel Metropole cam kết với:

Nhà đầu t : Tiền lời tối u trên vốn đầu t

- Không ngừng xây dựng những chiến l ợc kinh

- Tối đa sự thoải mái và phục vụ từng cá nhân

khách với một nụ c ời

- Tuyệt hảo về chất l ợng 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

- Đ ợc tham gia vào các ch ơng trình phát triển nghề nghiệp

Cộng đồng: Đóng góp tích cực và có lợi hữu hình cho

nền kinh tế

- Tạo ra nhiều cơ hội việc làm

- Tham gia tích cực vào các hoạt động từ thiện

The Mission Statement concept

 A written document to announce the

operation & scale of an organization, a service or a product

 Guide briefly resources distribution to all staff.

 Help all staff have an overview of the

organization’s operation

The Mission Statement concept

Lời phát biểu c ơng lĩnh của chủ tịch tập đoàn Sol Meliá - Gabriel Escarrer

“Nền tảng của tất cả các hoạt động của Sol Meliá từ khi

thành lập công ty đầu tiên tới nay là m ời điểm tạo nên

triết lý và các giá trị của chúng ta Những quy tắc này cùng với ph ơng cách quản lý và văn hóa làm việc riêng của chúng ta thể hiện t t ởng của mỗi chúng ta trong tập

đoàn Sol Meliá trên toàn cầu”.

Triết lý và các giá trị

1.Giá trị của đồng tiền: Cung cấp cho khách hàng của

chúng ta những lợi ích tốt nhất xứng đáng với đồng tiền

mà họ bỏ ra

2.Dịch vụ đặc thù: Cung cấp một dịch vụ có tính đặc thù cao với sự ân cần và sự quan tâm lớn nhất tới từng chi tiết

3.Nghiêm khắc, chăm chỉ, đơn giản, có đạo đức và

khiêm tốn Khuyến khích sự chăm chỉ, nghiêm khắc và khiêm tốn

4.Không ngừng nâng cao tiến bộ của bản thân Phát huy không ngừng sự tiến bộ của mỗi cá nhân

The Mission Statement concept

Lời phát biểu c ơng lĩnh của chủ tịch tập đoàn Sol

Meliá - Gabriel Escarrer

5 Đào tạo và đề bạt Phát triển đội ngũ nhân

viên thông qua đào tạo th ờng xuyên nhằm

khuyến khích việc đề bạt trong nội bộ.

6 Công ty gia đình: Sử dụng một môi tr ờng

thuận lợi của một công ty gia đình tạo ra một

sự thống nhất chung giữa công ty và đội ngũ làm việc và các khách hàng.

7 Lãnh đạo bằng việc tự nêu g ơng Luôn luôn

lãnh đạo bằng việc tự nêu g ơng từ đội ngũ lãnh

đạo cao nhất của tổ chức.

8 Phân công Phân công các chức năng và trách

nhiệm rõ ràng.

9 Khuyến khích tinh thần trách nhiệm Khuyến

khích tinh thần trách nhiệm cao nhất.

10.Kiểm soát Thực hiện những biện pháp kiểm

soát cần thiết nhằm đảm bảo thực hiện đầy

đủ sự giám sát.

How to establish a Mission Statement

Answer 3 questions

1.what do we do?

2.how do we do it?

3.for whom we do it ?

How to establish a Mission Statement

Examples & practices

Company mission statement: “We absolutely

guarantee satisfaction to our guests by providing

excellent services Our staff are enthusiastic and sincere

in their wish to please guests and fellow staff members”.

what do

we do? we do it? how do whom we For

do it?

How to establish a Mission Statement

Examples & practices

Forwhom

we do it? Guests

Company mission statement:

Objectives, Strategies & Tactics

Introduction of SWOT matrix

Macro Environment EnvironmentMicro

Strategic Marketing Plan for Tourism

A 4 star hotel with 100 rooms, running before ASEAN Conference Apply SWOT matrix to determine following announcement:

Exercies & homework

1 Low staff turn – over

2 30% average occupancy

3 Government reduced work sheet to 5

days per week

4 ASEAN conference planned

5 Staff can speak Vietnamese, French

or Russian

6 Owners take 70% profit

7 Hotel near Ho Chi Minh Museum

Apply SWOT matrix to determine following

announcement about Halong City:

Exercies & homework

1 Internationally - known city

2 A World Heritage Site

3 High quality environment

4 Lack of visitor management strategy

5 World Heritage Site - anniversary of

Exercies & homework

longer and see more

10 Signs poorly understood by the

public

11 Various kinds of public

transportation with low fees

12 Poor entertainment facilities

Exercies & homework

1 Do more advertising

2 Offer a free meal during the next day

3 Reduce the number of customers’

complaints

4 Increase the volume of repeat

business by 10%

5 Increase the occupancy level by 2%

6 Provide a training of 2 days on

“satisfying customers”

7 Give an incentive to comebacks

8 Buy a page to advertise on the

“Heritage”

9 Improve customers’ services

 Apply SWOT Matrix to determine both opportunities and

threats to the Operation of Tourism and Hospitality

Organizations

 Understand Strategic Window concept and know how to

choose appropriated time for Marketing Plan of Tourism

and Hospitality Organizations in specific situations

 Discuss how Tourism and Hospitality Organizations can be proactive rather than reactive when responding to

environmental trends

Part 1: General ideas

1 Elements of Macro Environment

2 Macro Environment Analysis 2.1 Environmental Opportunities

+ Attractiveness + Success Probability

A Company’s environment consists of the outside actors and forces that effect a company’ ability to develop and maintain successful transactions with its target customers The marketing environment is made up of

a microenvironment and a macro environment

The micro environment consists of actors and forces close to the company that can affect its ability to serve its customers, the company itself, marketing channel firms, customer markets, and a broad range

of publics

The macro environment consists of the larger societal forces that effect the entire microenvironment, demographic, economic, political, natural, technological, cultural forces.

Marketing Environment Elements

Geographic Natural Cultural

Compan

y

Micro Environment

Competit

ors

 

Suppliers

 

MarketingIntermedia

ries

CustomersPublics

Marketing Environment analysis

Environmental

Opportunities

Attractiveness Success Probability

Marketing or business tip

 Overview of the organization

 Marketing Assessment (2009-2012) (optional)

– Organizational Chart of Marketing Department

– Applied Marketing Strategies

– What achieved, what not?

Introduction to organization

(presentation 1)

(presentation 2)

Sự kiện

Cơ hội

Kết luận Mức độ hấp dẫn Tỷ lệ thành công

 Môi trường tự nhiên

(presentation 2)

Sự kiện

Thách thức

Kết luận

Mức độ nghiêm trọng Tỷ lệ biểu hiện

 Môi trường kinh tế

Environment

Learning Objectives

 Describe the Micro Environment that affects Tourism and Hospitality Organizations’ ability to serve their customers.

 Apply SWOT Matrix to determine both strengths

and weaknesses to the Operation of Tourism

and Hospitality Organizations

 Be familiar with Benchmarking Concept

 Practise to analyse a Tourism or Hospitality Organization and its competitors

 Criteria to determine the company’s competitive position

 Analyse current situation of a tourism company

to discuss appropriated strategies.

1 Describe elements of the Micro Environment

2 Apply SWOT Matrix to analyse the Micro

Environment

(Product, Competitive & markets)

3 Introduction to Benchmarking

4 Strategic competitive Positions

5 Practice: Analyzing Macro and Micro Marketing Environment of a Tourism or Hospitality

Organization

Environment

Main content

Micro Environment elements

 

MarketingIntermedia

ries

CustomersPublics

(1) Similar products & services

(2) The same customers

(3) Similar prices

(4) Similar scale

(5) Location

Suppliers: firms or individuals that prodvide the resources needed to the company t produce its goods or services

Intermediaries: firms that

promote, sell, and distribute its goods to the final buyers (ex: Marketing service agencies,financial intermediaries – bank etc.)

Publics: others …

Concepts of Micro Environment elements

Micro Environment analysis

Micro environment analysis

Strengths Nh÷ng c¬ héi tõ m«i tr êng (Environmental Opportunities)

Weaknesses

Strengths Selection Weaknesses Selection

How to analyze a company

A writen document that gives objective

assessments of a company’s products (The

mentioned products are Tourism services)

notes when analyzing the tourism products

 Tangible + Intangible factors included

 Specific and precise assessments

 Selection of changing decisions (costs, benefits

+ profits /ROI - Returns On Investment)

Areas Strengths Weaknesses Recommendations

How to analyze a competitor

A process of

analyzing Competitors’ strengths and weaknesses

+ Time & duration to analize

+ Selection of competitors Company location

Business area(s) Products & service provided Price

Target market

+ Competitors’ information gathering

 Business objectives, strategies & tactics.

 Strengths + weaknesses

 Customer behaviour   

Controlling

Strategic competitive Positions

r

AggressiveInnovativeLarge salePrice + Quality

Ex: Hanoi Daewoo Hotel

Market follower

PassiveSmall scale

Ex: mini hotels in Hanoi

Niche marketer

Specialize

d market share

Small scale

Ex:

Gouman hotel

Hanoi Toserco

- Strategic window concept

- Marketing tools supporting for Strategic window:

Items Company Competitor 1 Competitor 2 Comments

Collect the existing questionnaire in your company

and bring to the class next time.

 Apply market research to operate Tourism

and Hospitality organizations effectively and efficiently.

 Practise to build up an effective questionnaire for Tourism and Hospitality organizations.

 Ability to select market segments in the

Tourism Industry