TRAVEL AND TOURISM MANAGEMENT

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TRAVEL AND TOURISM MANAGEMENT

• Marketing in travel and tourism/Public relation
• HNC/HNDs
• 
  VIVIAN OVIASEHI

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Strategic planning in Marketing

• Game plan for achieving long term objectives of
  the business
• Strategy set at different levels
• Corporate
• Division
• Business
• Product

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Strategic planning in Marketing

• Strategic planning involves the consideration of
  some fundamental principles such as
• The Organisations mission statement
• Vision
• Aims/objectives
• Core competences
• External/internal business environment

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Strategic planning in Marketing

• Mission statement answers fundamental questions
• What is our business and what will it be?
• Who are our customers and what do they value?
• What are our distinctive competencies?

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Mission

• Avis Our business is renting cars, our mission
  is total customer satisfaction
• Virgin Screw it lets do it
• Walt Disney To make people happy
• Courtyard by Marriott To provide economy and
  quality-minded travelers with a premier moderate
  priced lodging facility which is consistently
  perceived as clean, comfortable, well maintained
  and attractive, staffed by friendly, attentive
  and efficient people.

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Aims/objectives

• Aims broad, long range accomplishment that the
  organisation wishes to attain in 5 years or more
• Objectives specific, short range target
  designed to help reach that goal
• Objectives should be SMART
• Specific
• Measurable
• Achievable
• Realistic
• Timed

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Competitive advantage

• Cost leadership
• Lower cost - Cost focus
• Differentiation
• Differentiation - Differentiation focus
• Competitive scope
• Broad target
• Narrow target

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Types of Strategies

• Promotional Strategies - Raise awareness of new
  product
• Pricing strategies - low prices
• Product Strategies Gain market share/establish
  growth
• Market strategies innovation (new
  product/development of existing products

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Pricing Strategies

• covering costs
• Maximising current profit
• Adopting low prices to capture a sizeable market
  share
• Market skimming high prices to attract least
  price sensitive customers first

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