Marketing for Hospitality and Tourism. The Role of Marketing in Strategic Planning. Chapter 3 презентация
Содержание
- 2. Learning Objectives Explain company-wide strategic planning. Understand the concepts of stakeholders, processes, resources, and organization as
- 3. Characteristics of a High- Performance Business
- 4. Stakeholders Customers Employees Suppliers Communities where businesses are located. A business must at least strive to
- 5. Process Company work is traditionally carried on by departments. However, departmental organization poses some problems. Departments
- 6. This hotel wanted answers to the following questions 1. What is the relative profitability of the
- 7. Resources To carry out processes, a company needs such resources as personnel, materials, machines, and information.
- 8. Strategic Analysis: Questions That Generate Creative Ideas 1. How can this firm take advantage of changes
- 9. Organization The organizational side of a company consists of its structure, policies, and culture, all of
- 10. Corporate Strategic Planning: Defining Marketing’s Role
- 11. Defining the Corporate Mission A hospitality organization exists to accomplish something According to Peter Drucker, ask:
- 12. Developing Growth Strategies Integrative Growth Diversification Growth Market Concentration (penetration) Strategy Market Development Strategy Product Development
- 13. Ansoff product-market expansion grid
- 14. Diversification Growth Concentric Diversification Horizontal Diversification Conglomerate Diversification
- 15. Integrative Growth Backward Forward Horizontal
- 16. Customer-Driven Marketing Strategy
- 20. Benefit segmentation
- 22. What can you say about it?
- 24. Developing an Integrated Marketing Mix
- 25. Managing the Marketing Process Control Implemen-tation Planning Analysis
- 26. SWOT Analysis Internal Environmental Analysis External Environmental Analysis
- 27. Goal Formulation Strategies Overall Cost Leadership Differentiation Focus
- 28. Key Terms Ansoff product–market expansion grid A matrix developed by cell, plotting new products and existing
- 29. Key Terms (cont.) Horizontal diversification strategy A product growth strategy whereby a company looks for new
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