5. lecture

decisions

planning

resources

analysing

control

organising

navigation

manager

Market Goals
Concept
Segmentation
Competitors
distribution
Sales
Brand management

MarketPrivacy Resources
P × Q
Dynamic pricing
Forecast
statistics
index number
Analysis

profit loss

MarketActivity cost
Indirect cost
Fixed cost
P & L
Result statement
Profitability

human resources

headcount
Job
wage cost

contributions

Organization

logistic

HRM

Motivation

goals

desired state of affairs which an organisation want to realise

objectives

quantitative, measurable, concrete planned target within a given period of time

strategy

a comprehensive plan for accomplishing an organisation’s objectives (actions, resources)

policy

general statement that guide thinking in decision making

procedure

routine steps on how to carry out activities

method

formalised and standardised way of accomplishing repetitive and routine jobs

rule

specific statement that tells managers what is to be done

programme

detailed statements about a project (human & physical resources, budget)

budget

: statement of expected results expressed in numerical terms

place

product

ppl

process

promotion

price

macroeconomic

country details

most important numbers

options yearly details

comparisation (time, place)

Understanding, Evaluating, Concluding

microeconomic

the industry (tourism, hotels)

most important numbers

yearly details(seasonality)

comparisation (time, place)

understanding, evaluating, concluding

Business:

Comm. Rack & Promotions
Corp. Worldwide Agency
Worldwide Consortia
Local Corporate
Conference

Incentive,
Conventions & Exhibitions
Ad Hoc Business Groups
Airline Crews
Complimentary

leissure:

Leisure Rack - BAR
Leisure Promotions
Leisure Package
Local Promotions & Packages
FIT
Tour Series

Ad Hoc Leisure Groups
Banqueting
SMERF (Social, Military, Educational, Religious, Fraternal)
Complimentary
Internal/ House use

Sales&marketing objectives
Overall, by segments, by geographical breakdown, by channels
Redefine or adjust mission/vision if necessary

Forecast occupancy %
Establish differentiated prices

Prepare budget
Prepare action plan

Record the number of room nights for each market segment.

Chart and compare the number of restaurant covers sold before and after advertising.

Survey zip codes to determine which media are most effective in local advertising.

Track prospecting result and sales production versus goals by salesperson

Keep track of each salesperson’s:

production of room nights by market segment

business booked by peak, shoulder, and valley periods; and

repeat business versus new business booked.

marketing

income

labor

money

cost, result

aim

strategi

policy

proceedings

method

rules

budget

mission

timeless

reason for existence

vision

5 years+

picture of a succesful future

goal

long term 3-5 years

major business objectives

short term 1 years

departmental

strategies

quarterly

tactics, projects, tasks

monthly

Environment and market analysis

Segmentation, selection of target markets

Competitor analysis, positioning

Setting Marketing Goals

Action plans

continuous monitoring of implementation

Evaluation of results

breakdown of the (present) guest base

Demographics of each guest: age, sex, marital status, family size, income, occupation, etc

Point of origin, or the feeder city from which each guest arrives

Average length of stay and the pattern of occupancy (revealing peak, shoulder, and valley periods)

how guests get to the property

sources of reservations

Lucrative market segments that should be targeted for future promotions

who could be your competitor?

Visit competitors’ daily event or reader boards, web site, social media

observe their parking lot

ask your customers which other competitors they utilize

employ mystery shoppers

listen and speak to competitors employees

get competitive information from:

Company annual reports, Press releases, Trade publications, Travel agencies, Tour operators and wholesalers, etc.

content strategy

landing pages

web pages

blog posts

call to action

SEO strategy

keywords

on-page SEO

off-page SEO

promotion strategy

social media

publish social

manage email

conversation srtategy

nurture lead

segment list

leads

prospects

analytics strategy

page visits

sources

competitors

reach

blog analytics