Strategic Marketing For Tourism & Hospitality - 799416

Strategic Marketing
for Tourism & Hospitality
Hanoi Open University Faculty of Tourism
Lecturer: Tran Nu Ngoc Anh

Strategic Marketing for Tourism & Hospitality
Course Objectives
 Understand strategic marketing concepts and strategic marketing
tools in the tourism industry
 Ability to establish a strategic marketing plan for tourism organizations
 Ability to make presentation and to communicate the strategic
marketing terms in English
Content
Chapter 1: Introduction to Marketing and Tourism Marketing
Chapter 2: Introduction to strategic marketing
Chapter 3: Macro marketing environment analysis
Chapter 4: Micro marketing environment analysis
Chapter 5: Market analysis
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
Duratio n o f the Co urs e

60 periods (04 credits)
12 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.
Course Project
Establish a strategic marketing plan for a tourism organization that you
know well, including following compulsory requirements:
1. Introduction to the organization
2. Macro environment analysis for the selected organization
3. The analysis of the organization
4. The competitor analysis (Analyze with at least 2 main competitors)
5. The market analysis and questionnaire designed
6. Mission statement, Goals and Objectives
7. Marketing strategies (9Ps)
8. Marketing tactics positioning statement
the cover of print ad (A4 size)
9. Marketing tactics letter persuading customers to buy services, sales promotions …
10. Implementing the marketing plan
Pre s entation & Powe r Po int - Slide s
Chapte r 1
Introduc tion to Marketing & Touris m Marketing
Le arning Obje c tive s

 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.
Chapter 1: Introduction to Marketing and Tourism
Marketing
Marketing Research
 Find wants and fill the m (R S T  PDB  MM  I 

C)
 Pus h - Pull S trate g y
 3R (Re tain lo yal c us to me rs , Re trie ve lo s t c us to me rs ,
Re c ruit ne w c us to me rs )
 Partic ipants : All s taff o f an o rg anizatio n
 Marke ting Mix: 4P (Pro duc t, Plac e , Pro mo tio n, Pric e )
Marketing mix - 4P
4P of Marketing
+Product
+Place
+Promotion
+Price
+ Product
S¶n phÈm cèt lâi
B¶o hµnh
Bao b× S¶n phÈm hiÖn thùc
S¶n phÈm bao quanh
H×nh Nh÷ng lîi §Æc
thøc H×nh Phôc
Ých c¬ b¶n tÝnh
tÝn d¸ng vô
mang l¹i s¶n
dông b¸n
phÈm
Tiªu chuÈn chÊt lîng
L¾p ®Æt S¶n phÈm bæ sung
DÞch vô bao quanh/dÞch vô ®Þnh
Chu kú s è ng cña s ¶n phÈm
Doanh sè
Thêi gian
H×nh thµnh T¨ng trëng (PT) Trëng thµnh Suy tho¸i
vµ b∙o hßa
Chu kú s è ng cña s ¶n phÈm
Establishment Growth Mature Decline

Revenue Low Increase Max Low
fast
Cost High Average Low Low
Profit Loss Increase High Low
Customers Pioneers Increase Big No Late

Followers
Competitors Few Increase Stable Decrease
+ Place
Kho tµng Hµng hãa Kho tµng Hµng hãa
(Chuçi)
Trung VËn t¶i
Ngêi s¶n xuÊt VËn t¶i Ngêi mua
gian
Th«ng tin
+ Place
Kªnh trùc tuyÕn (MC)
Kªnh ng¾n (MRC)
Nhµ s¶n Ngêi tiªu
xuÊt ng Kªnh dµi (MWRC) dïng ng
Ngêi
êi lµm êi mua
Ngêi
marketing Kªnh dµi ®Çy ®ñ b¸n lÎ
b¸n (C)
(M) (MJWRC) bu«n (R)
M«i
giíi (W)
(J)
Marketing
Tourism Services Research
 Intangibility
 Inseparability
 Variability
 Perish ability
 No ownership
 "4S" Model in USA (SEA, SUN, SHOP, SEX or SAND)
 3H Model in USA (HERITAGE, HOSPITALITY,
HONESTY)
Chapter 1: Introduction to Marketing & Tourism Marketing
What is SERVICE ?
S mile for everyone

E xcellence in everything we do
R eaching out to all guests with hospitality
Viewing every guest as special
Inviting guests to return
Creating a warm atmosphere
E ye contact that shows we care
Marketing
Product & service Marketing Research
Service Marketing
=
Product Marketing Products - Customers
= Services
Products - Consumers
S taff is the b rid g e o f

Pro d uc ts to c us to m e rs
Tourism Marketing Research
Touris m Marketing
=
Products - Touris ts
Servic es

touris ts ’ expec tations
bus ines s obje ctives
Marketing mix - (9P) In tourism
4P of Marketing 5P of Marketing in Touris m
+People
+Product
+Place +Packaging
+Promotion +Positioning
+Price +Programming
+Partnership
Introduction to organization
(presentation 1)
 Overview of the organization

– Organization History
– Organizational Chart
– Operational Activities
– Main Services
 Business Assessment (2007-2011)
– Revenue
– Tourists, Target markets
– Occupancy Rate
– Others
 Marketing Assessment (2007-2011) (optional)
– Organizational Chart of Marketing Department
– Applied Marketing Strategies
– What achieved, what not?
Chapte r 2
Intro duc tio n to S trate g ic Marke ting
Learning Obje ctive s
 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.
 Be able to apply SWOT matrix to analyse the tourism
organizations’ business environment.
Chapte r 2
Intro duc tio n to S trate g ic Marke ting
Main content
1. Strategic Marketing Planning
2. The Mission Statement
3. Objectives, strategies, tactics
4. SWOT matrix in Tourism Industry
5. Discussions and Practices
Chapter 2: Introduction to Strategic Marketing
Strategic Planning
Strate gic planning

=
organization’s re s ource s + opportunities

obje ctive s , s trategies & tac tics
marke ting efforts
S trate g ic planning is the manag e rial pro c e s s o f de ve lo ping and ke e ping an o ptimal fit
be twe e n the de plo yme nt o f an o rg anizatio n’s re s o urc e s and the o ppo rtunitie s in its
c hang ing e nviro nme nt in o rde r to e s tablis h its o bje c tive s , fo rmulate its s trate g ie s and
tac tic s (to g uide its marke ting e ffo rts ).
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
Goals of Strategic marketing
Recruit new customers Retain loyal customers

Retrieve lost customers
Good Effective Customers’

company name Sales products & services satisfaction
•Promotion
• Introduction •High quality programs
•Product design
& Sales •Pricing to services •Good relationship
•Advertisement •Internal & external •Excellent amenities with customers
•Publicity Sales and facilities
•Training
Strategic Planning Steps
S te p 1 S te p 2
Situational Analys is Targe t marke t
S te p 6 S te p 3
Controlling & Evaluating Pro duc t Po s itio ning
S te p 5 S te p 4
Implementing Obje c tive s ,
s trategie s & tac tic s
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
Sofitel Metropole ®îc c«ng nhËn lµ:
Mét kh¸ch s¹n sang träng vµ n¨ng ®éng nhÊt.
Mét kh¸ch s¹n cã c«ng nghÖ phôc vô ç nh©n tuyÖt h¶o.
Mét kh¸ch s¹n cung cÊp nh÷ng tiÖn nghi F/B, nh÷ng s¶n phÈm vµ dÞch vô vît bËc.
Mét kh¸ch s¹n kh«ng ngõng n©ng cÊp chÊt lîng dÞch vô vµ ®µo t¹o nh©n viªn.
B»ng çch ®¶m b¶o ho¹t ®éng kinh doanh cã hiÖu qu¶ vµ uy tÝn trªn thÞ trêng,
kh¸ch s¹n Sofitel Metropole cam kÕt víi:
Nhµ ®Çu t: TiÒn lêi tèi u trªn vèn ®Çu t
Kh«ng ngõng x©y dùng nh÷ng chiÕn lîc kinh doanh míi.
ThËn träng trong viÖc sö dông ng©n s¸ch ®iÒu hµnh.
Kh¸ch: Sù kÕt hîp cña tÝnh hiÕu kh¸ch ViÖt Nam víi phong çch ch©u ¢u.

Tèi ®a sù tho¶i m¸i vµ phôc vô tõng ç nh©n kh¸ch víi mét nô cêi.
TuyÖt h¶o vÒ chÊt lîng vµ ®¸ng gi¸ víi ®ång tiÒn.
Nh©n viªn: C¬ héi ®Ó gia t¨ng kü n¨ng vµ ph¸t triÓn ç nh©n.
§µo t¹o theo tiªu chuÈn kh¸ch s¹n quèc tÕ.
§îc tham gia vµo çc ch¬ng tr×nh ph¸t triÓn nghÒ nghiÖp.
Céng ®ång: §ãng gãp tÝch cùc vµ cã lîi h÷u h×nh cho nÒn kinh tÕ.
T¹o ra nhiÒu c¬ héi viÖc lµm.
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.

Lêi ph¸t biÓu c¬ng lÜnh cña chñ tÞch tËp ®oµn Sol Meli¸ Gabriel
Escarrer
“NÒn t¶ng cña tÊt c¶ çc ho¹t ®éng cña Sol Meli¸ tõ khi thµnh lËp c«ng ty ®Çu
tiªn tíi nay lµ mêi ®iÓm t¹o nªn triÕt lý vµ çc gi¸ trÞ cña chóng ta. Nh÷ng quy
t¾c nµy cïng víi ph¬ng çch qu¶n lý vµ v¨n hãa lµm viÖc riªng cña chóng ta thÓ
hiÖn t tëng cña mçi chóng ta trong tËp ®oµn Sol Meli¸ trªn toµn cÇu”.
TriÕt lý vµ çc gi¸ trÞ
1.Gi¸ trÞ cña ®ång tiÒn: Cung cÊp cho kh¸ch hµng cña chóng ta nh÷ng lîi Ých
tèt nhÊt xøng ®¸ng víi ®ång tiÒn mµ hä bá ra.
2.DÞch vô ®Æc thï: Cung cÊp mét dÞch vô cã tÝnh ®Æc thï cao víi sù ©n cÇn
vµ sù quan t©m lín nhÊt tíi tõng chi tiÕt.
3.Nghiªm kh¾c, ch¨m chØ, ®¬n gi¶n, cã ®¹o ®øc vµ khiªm tèn. KhuyÕn khÝch
sù ch¨m chØ, nghiªm kh¾c vµ khiªm tèn.
4.Kh«ng ngõng n©ng cao tiÕn bé cña b¶n th©n. Ph¸t huy kh«ng ngõng sù tiÕn

Lêi ph¸t biÓu c¬ng lÜnh cña chñ tÞch tËp ®oµn Sol Meli¸ Gabriel
Escarrer
5. §µo t¹o vµ ®Ò b¹t. Ph¸t triÓn ®éi ngò nh©n viªn th«ng qua ®µo t¹o
thêng xuyªn nh»m khuyÕn khÝch viÖc ®Ò b¹t trong néi bé.
6. C«ng ty gia ®×nh: Sö dông mét m«i trêng thuËn lîi cña mét c«ng
ty gia ®×nh t¹o ra mét sù thèng nhÊt chung gi÷a c«ng ty vµ ®éi
ngò lµm viÖc vµ çc kh¸ch hµng.
7. L∙nh ®¹o b»ng viÖc tù nªu g¬ng. Lu«n lu«n l∙nh ®¹o b»ng viÖc tù
nªu g¬ng tõ ®éi ngò l∙nh ®¹o cao nhÊt cña tæ chøc.
8. Ph©n c«ng. Ph©n c«ng çc chøc n¨ng vµ tr¸ch nhiÖm râ rµng.
9. KhuyÕn khÝch tinh thÇn tr¸ch nhiÖm. KhuyÕn khÝch tinh thÇn
tr¸ch nhiÖm cao nhÊt.
10. KiÓm so¸t. Thùc hiÖn nh÷ng biÖn ph¸p kiÓm so¸t cÇn thiÕt nh»m
How to establish a Mission Statement
Answer 3 questions
1. what do we do ?
2. ho w do we do it?
3. fo r who m we do it ?
Examples & practices
Co m p any m is s io n s tate m e nt: “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 how do we For whom

do? do it? we do it?

Examples & practices
what do how do we do Forwhom we

we do? it? do it?
Provide luxurious hotel In a consistent,
experience, up to date friendly and
Guests
convention facilities professional manner
services
Company mis s ion s tatement:
Objectives, Strategies & Tactics
Objectives What do you want to do ?
How
Strategies do you want to do it ?
Tactics
Which tool(s) will you use ?
Introduction of SWOT matrix

Analysis of business Environment
Based on SWOT Matrix
Macro Environment Micro Environment
Opportunities Threats Strengths Weaknesses
Strategic Marketing Plan for Tourism Organizations
Exercies & homework

A 4 star hotel with 100 rooms, running before ASEAN Conference.
Apply SWOT matrix to determine following announcement:
Features S W O T
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
Exercies & homework

Apply SWOT matrix to determine following announcement
about Halong City:
Features S W O T
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 Halong Bay
6. Lake Water Park’s (in Hanoi) attraction
7. Aggressive marketing of other areas
To be continued
Exercies & homework
Features S W O T
8. Lack of local products in souvenir shops
9. Professional tour guides encourage visitors stay
longer and see more
10. Signs poorly understood by the public
11. Various kinds of public transportation with low fees
12. Poor entertainment facilities
13. Romantic atmosphere
14. High additional income from tourists
15. Many beautiful islands and islets
Exercies & homework

content O S T
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
Chapte r 3
Analyzing the Mac ro Bus ine s s Enviro nme nt

 List and discuss the importance of the elements of Marketing
Environment
 Describe the Macro Environment that affects Tourism and Hospitality
Organizations’ ability to serve their customers.
 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.
Chapte r 3
Analyzing the Mac ro Marke ting
Enviro nme nt
Part 1: General ideas MainPart 2: Analyzing the Macro Business
content
Environment
1. Concept of Marketing 1. Elements of Macro Environment
Environment 2. Macro Environment Analysis
2. Marketing Environment 2.1. Environmental Opportunities
Elements + Attractiveness
3. Impacts of Marketing + Success Probability
Environment to business
2.2. Environmental Threats
strategies of Tourism and
Hospitality Organizations Seriousness
Probability of Occurrence
3. How to determine Market Share
Chapter 3: Analyzing the Macro Marketing Environment
Concept of Marketing Environment
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
Mac ro Env iro nm e nt

Economic - Political Technological

Company
Marketing
Suppliers Customers
Intermediaries
Competitors
Publics
Mic ro Env iro nm e nt
Geographic Natural Cultural

Marketing Environment analysis
Macro environment
analysis
Environme ntal Environmental

Nh÷ng c¬ héi tõ m«i tr-êng (Environmental
Opportunities Opportunities)
Threats
Attractiveness. Seriousness.
Success Probability Probability of Occurrence.
Marketing or business tip
Attractiveness
Success Probability
Macro environment analysis for the selected organization
(presentation 2)
 Môi trường tự nhiên

Cơ hội
Sự kiện Kết luận
Mức độ hấp Tỷ lệ thành
dẫn công
Macro environment analysis for the selected organization
(presentation 2)
 Môi trường kinh tế

Thách thức
Sự kiện Kết luận
Mức độ nghiêm trọng Tỷ lệ thành đạt
Chapte r 4
Analyzing the Mic ro Marke ting Enviro nme nt
 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.
Chapte r 4
Analyzing the Mic ro Bus ine s s Enviro nme nt
Main content
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
Chapter 4: Analyzing the Micro Business Environment
Micro Environment elements

Company
Marketing
Suppliers Customers
Intermediaries
Competitors
Publics
Majo r ac to rs
in the c o m p any ’s m ic ro e nv iro nm e nt
Concepts of Micro Environment elements
Customers: (1) potential customers Suppliers: firms or individuals that

(2) lost customers prodvide the resources needed to
(3) loyal customers the company t produce its goods
or services
The company:
Intermediaries: firms that help the
Products + Services company promote, sell, and
distribute its goods to the final
Competitors: buyers (ex: Marketing service
(1) Similar products & services agencies,financial intermediaries
(2) The same customers – bank etc.)
(3) Similar prices
(4) Similar scale Publics: others …
(5) Location
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 o bje c tive as s e s s me nts of a

company’s products. (The mentioned products are
To uris m s e rvic e s ).
no te s whe n analyzing the to uris m pro duc ts
 Tang ible +Intang ible factors included

 S pe c ific and pre c is e assessments
 Selection of changing de c is io ns (costs, benefits +
profits /ROI - Returns On Investment).
How to analyze a company
Tangible factors Intangible factors

 Location, accessibility  Image
 Public & functional  Prestige
areas  Sanitary
 Amenities & facilities  …
 Architecture, paint
 Staff performance
 …
The analysis of the organization
presentation 3
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
benchmarkeing
Be nc hmarking Pro c e s s
(PDCA - Plan, Do, Co ntro l, Adjus t)
Planning
Adjustment Do
Controlling
Strategic competitive Positions
Market Market Market Niche

leader challenger follower marketer
Active Aggressive Passive Specialized

Innovative Innovative Small scale market share
Large scale Large sale Small scale
Price + Quality
Ex: Sofitel Ex: Hanoi Ex: mini hotels Ex:
Metropole Daewoo Hotel in Hanoi Gouman hotel
Hanoi Hotel Hanoi Toserco
Timing of the Strategic Process
- Strategic window concept

- Marketing tools supporting for Strategic window:
 Continge ncy planning
 Environmental scanning
 Issue management
 S trate gic fle xibility
The competitor analysis
presentation 4
Items Company Competitor 1 Competitor 2 Comments
Collect the existing questionnaire in your company

and bring to the class next time.
Chapte r 5
Analyzing Marke ts
 Be aware of market segmentation concept for Tourism and
Hospitality organizations.
 Criteria to divide the market of a Tourism and Hospitality
organization into market segments and determine target market(s).
 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

Chapte r 5
Analyzing Marke ts
Main content
1. Market segmentation Concept
2. Steps in segmentation, targeting, and positioning
3. Criteria of market segmentation in the Tourism Industry.
4. Evaluating Market Segments
5. Selecting market segments
6. Marketing Research
7. Practice to establish Questionnaire for Tourism and Hospitality organizatio
8. Group discussion: Determine market segments of a 5 star hotel in
Hanoi or a famous tourist area in Vietnam and choose its target
markets. Give reasons why your group made your decision.
9. Practice: Design a questionnaire for a Tourism and Hospitality Organizatio
that you know.
Chapter 5: Analyzing Markets
Market segmentation Concepts
Market: a set of all actual and potential buyers of a product
Market segmentation: dividing a market into distinct groups of buyers who
might require separate products and/or marketing mixes
A market segment: a distinct group of buyers who might require separate
products and/or marketing mixes
A target market: a market segment that a company concentrates its
marketing efforts to draw.
Market targeting: evaluating each segment’s attractiveness and selecting
one or more of the market segments
Market positioning: developing a competitive positioning for the product
and an appropriate marketing mix
Steps in segmentation, targeting & positioning
Market segmentation
1. Identify bases for segmenting the market
2. Develop profiles of resulting segments
Market targeting
3. Develop measures of segment attractiveness
4. Select the target segment(s)
Market positioning
5. Develop positioning for each target segment
6. Develop marketing mix for each target segment
Criteria of market segmentation

Demographic Age, Income, Occupation, Family Size/ Life Cycle, Education,
Segmenting Other Demographic Criteria: religion, race, gender,etc…
Geographic Segmenting Location, climate,etc…
Psychographic Segmenting Personality, Lifestyle, class ,etc…
Purpose of travel Business and leisure tourists
Behavioristic Segmenting Occupancy rate, frequency and potentiality,

loyalty, benefits
Services Distinct product for target market(s)
Channel of Distribution Direct marketing, indirect marketing or both
Evaluating market segments
Re quire me nts fo r e ffe c tive s e g me ntatio n

 Gather enough information and document
 Measurability, Accessibility, Substantiality, Action ability.
Evaluating marke t s e g me nts

 Segment size and growth
 Segment structural attractiveness
 Resources and objectives of the company
How to determine Market Share
Fair share
Company supply ability ⇔ Market supply ability
Market Share
Company demand ability ⇔ Market demand ability
Selecting market segments
Undifferentiated Marketing Strategy
The company’s marketing mix Market
Differentiated Marketing Strategy
The company’s marketing mix No1 Target market No1
Concentrated Marketing Strategy
Target market No1
The company’s marketing mix Target market No2
Target market No3
Questionaire
The questionaire consists of a set of questions

presented to a respondent for answers
Part 1: Introduction
Headline, reasons, answering guideline
Part 2: Questions
Geographic questions
Subject questions
Part 3: Conclusions
Thank & wishes
The market analysis and questionnaire designed
presentation 5
1. What are the existing segments?
2. What are criteria to re-segment?
3. What are new segments? Why?
4. What are characteristics of new segments?
5. Strengths and weaknesses of existing questionnaire?
6. Design a new one.

Chapte r 6
Pric ing S trate g ie s
 Be aware of factors that have influences upon pricing
 Ability to use basic pricing methods flexibly in the Tourism
Business.
 Classify rate concept and remember pricing terminologies in the
tourism industry
 Practise to calculate room rates in different methods
 Ability to use discounts effectively.
Chapte r 6
Pric ing S trate g ie s
Main content
1. Pricing decisions in the Tourism Industry
2. Basic pricing methods in the Tourism Industry
3. Room rate and tour package rate calculation
4. Room Rate Terminologies
5. Sales techniques, using pricing policies
6. Rate Reduction Situations Discounts
7. Practice: Calculate room rates and package rate, using learnt
pricing methods
8. Group Discussion: Give at least 02 problems related to rates
to deal with.
Chapter 6: Pricing Strategies
Principles OF PRICING
1. Consumer perception
2. Overall Marketing Policies & Objectives
3. Product life cycles
4. Demand & Supply and price elasticity of demand
5. The structure of the market & the company’s position in
the marketplace
6. Costs of the products
7. Inputs & outputs
8. The economy & government involvement in the market
Basic pricing methods in the Tourism Industry
1. Cost based pricing
Product Cost Price Selling Price Value Customers
2. Competitor based pricing
3. Market driven pricing
Customers Value Selling Price Cost Price Product
4. Competitive tendering
The suppliers or contractors sealed tenders from a number
of companies
new product pricing strategies
1. Skimming pricing
High prices to maximize profits
2. Market penetration
Low prices to gain market entry and share
Pricing strategies for new products Price Promotion Cost
Skimming Fast High High
Slow High Low
Penetration Fast Low High
Slow Low Low
room rate calculation

Published Rates =Basic Rates =Rack Rate
1. The Hubbart Room Rate Formula = Bottom Up Method
estimated hotel incomes – other incomes
Room rate =
estimated occupied rooms
Notes:
Estimated hotel incomes = Operating expenses + taxes & insurance +
depreciation (standard rates) + reasonable return on present fair value..
Other incomes = total income from sources other than room rentals
Estimated occupied rooms = Number of available rooms x occupancy rate x time
2. The Building Cost Method of Estimating Rate = rule of thumb
1USD room rate equivalent to 1.000 USD building costs.
Mission statement, Goals and Objectives
presentation 6
1. Strengths and weaknesses of the mission statement?
2. Answer 3 questions to set up a new one.
3. Write a new one.
4. What are possible goals and objectives of the

company for the coming year? Why?
tour package rate calculation
1. Number of tourists
2. Itinerary of the tour: Days? Nights
3. Activities included?
4. Service items:
 Transportations
 Lodging
 F & B
 Sightseeing fees
 Insurance
 Guide wages
 Administration fees
 Others (if included)
Room Rate Terminologies
1. The Modified American Plan (MAP)

Accommodation +2 meals (breakfast +lunch or dinner)
2. The Full American Plan (FAP)

Accommodation +3 meals
3. European Plan (EP)

Accommodation
4. Continental Plan (CP)

Accommodation +buffet breakfast
5. Bed and Breakfast Plan (BB)

Accommodation + breakfast
Sales techniques, using pricing policies
1. Up - Selling Technique
The escalating method
The middle choice method
The step down method
2. Yield Management
High Demand maximizing product prices
Low Demand maximizing the number of tourists
Rate Reduction Situations - Discounts
1. Off – season, low season

2. Weekly Cycle
3. Rates for Special People
4. Per Diem/ Per day
5. Corporate Rate
6. Group Rate
7. Day Rate
Marketing strategies (9Ps)
presentation 7
1. Thuyết trình một mục tiêu (SMART) cho cty
2. Dựa vào 9P (Product, Price, Promotion, Place, Packaging, People,
Programming, Partnership and Positioning) chọn ra 3Ps phù hợp nh ất v ới
doanh nghiệp và đạt được mục tiêu đề ra để phân tích
3. Từ 3 Ps đó xây dựng bảng sau: (Tactic phải cụ thể để thực hiện)
Strategy 1 Tactic 1.1

Tactic 1.2…
Tactic 2.1
GOAL Strategy 2 Tactic 2.2
Tactic 2.3…
Strategy 3 Tactic 3.1
Tactic 3.2…
Chapte r 7
Po s itio ning the Pro duc t
 Be aware of Product Positioning Concept in the Tourism
Industry
 The principles of product positioning
 Positioning Strategies in the Tourism Industry
 Practise to design positioning statements for Tourism
Organizations.
Chapte r 7
Po s itio ning the Pro duc t
Main content
1. Positioning Concept in the Tourism Industry
2. Principles to Product positioning
3. Steps to design positioning statements
4. Considerations before designing positioning statements
(using USP Unique Selling Points)
5. Positioning Strategies
6. Examples of positioning statements in the Tourism Industry.
7. Practice: Design positioning statements for Tourism
organizations in Vietnam.
Chapter 7:Positioning the Product
Positioning Concept in the Tourism Industry
Concept
A product’s position is the way the product is defined by
consumers on important attributes - the place the
product occupies in consumers' minds relative to
competing products.
Principles to Pro duc t po s itio ning
1. The position of a single product in relation to competing
products (its similarities & differences).
2. Gather strengths & weaknesses of the competitors.
3. Prospective customers’ perceptions of that product’s
position
4. Confirm mission statement of the company
Steps to design positioning statements
Documenting
Deciding
Target markets’ perceptions
Ph©n tÝch lîi Ých

product features
Ph©n tÝch ®Æc product benefits
s¶n phÈm
analysis
tÝnh s¶n phÈm
(product – features)
analysis
(product – benefits) Differentiating
Concentrating on the unique characteristics and
competing other main competitors
Delivery Designing
Attractiveness and differences
Keep your promises
Requirements for designing positioning
 Simplicity

 Consistent viewpoint shared by all employees of the company
 Reliability
 USP - Unique Selling Points
 Emotional appeals
Vocabulary using: alliteration, etc.
 Logo, product names, etc.

Chapter 7: Positioning the Product
Positioning Strategies
1. Specific product attributes: Price & product can

be used to position a product
2. Needs products fill or the benefits they offer.
Ex: a restaurant can be positioned as a fun place.
3. Certain classes of users. Ex: a hotel advertising
itself as a woman hotel
4. Against an existing competitor. Ex: Hilton Hotel
and Metropole Hotel
Chapte r 8
advertising and publicity
 Be aware of promotion concepts, promotional tools and criteria to
choose promotional tools in the Tourism Industry.
 Dis ting uis h ad v e rtis ing c o nc e p t and p ub lic ity c o nc e p t
 Und e rs tand the im p o rtanc e o f Ad v e rtis ing in the To uris m
Ind us try and s tud y ad v e rtis ing to o ls that are e ffe c tiv e to
the To uris m Ind us try
 Prac tis e to d e s ig n p rint ad v e rtis ing fo r the To uris m
Ind us try
 Und e rs tand the ro le s o f PR and Pub lic ity in the To uris m
Ind us try
Chapte r 8
Adve rtis ing and Public ity
Main content
1. Promotion concept and classification
2. Direct information
3. Public Relations – PR in the Tourism Industry
4. Advertising in the Tourism Industry
5. Group discussion
+ Advertising tools are appropriated with the Vietnam Tourism.
+ Give at least 2 situations that hotels or Tourism Organizations
have to enforce advertising and PR. Then, choose appropriated
tools for each situation.
Promotion concept and classification
Promotion in Tourism
Direct Public Relations
Direct
Advertising Sales
information
information
(PR)
Pro mo tio n is us e d as me dia be twe e n s e lle rs and buye rs

(po te ntials inc lude d) to pe rs uade the c o ns ume rs to buy,
that is , to s timulate de mand .
* “Promotion” is one of the 4P’s – a basic element of the Marketing Mix to support sales
The Objectives of Promotion (AIDa)
1. Attention/ Awareness: ge t atte ntion

unique, curiosity, astonishing, ...
2. Interests: hold inte re s t

explain benefits, features ...
3. Desire (Stimulating demand): Cre ate de s ire

more benefits, prestige, VIP, VVP, pride...
4. Action: Le ad to action
accessible, comfortable, convenience, ...
Customers’ attitude analysis for promotion
Ch-a biÕt
KhuÕc Quªn
h tr BiÕt vÒ s ¶n phÈm
¬ng
Th«ng Kh«ng
tin HiÓu vÒ s ¶n phÈm hiÓu
Sù Nghi
tin cËy Tin vµo s ¶n phÈm ngê
NhËn Bµng
thøc vÒ lîi Mua quan
Ých
Direct information
Tourism centers Tourism offices (abroad), hotels,
transportation companies,
entertainment & recreation areas
Fairs, displays , etc.
Word of mouth Public telephone, internet, etc.
Service quality ⇒ tourist expectations
Print advertising Mails …
Leaflets, brochures, tend cards, etc.
Public Relations (PR) in the Tourism Industry
Public Relations - PR
Internal Relations External Relations
Press,
Employees Customers authorities, Customers Local people
intermediarie
s
PR activities: famtrips (familiarizations trips), show room, trade fair, …
Advertising objectives
1. Increase consumer awareness levels

2. Improve consumer perception of the
company
3. Support the successful introduction of a new
product or service
4. Increase sales
5. Support a short - term promotional program
Advertising process in the Tourism Industry
Establishing Objectives Budgeting
Evaluating & Selecting content &
Adjusting Advertsing Tools
Advertising types in the Tourism Industry
Inform Ad + Create primary demand
+ Product guideline
+ Service descriptions
+ Introduction to product application
+ announce changes.
Persuasive Ad Create selective demand
Comparative Ad Make customers change their mind
Remind Ad Make customers remember services even
they are not using these regularly
Information needed for designing Advertisement
1. What is the management’s perception of the

product?
2. What is the market’s perception of the product?
3. What is the business’positioning statement, mission
statement?
4. Who are the business’ target market?
5. What are the special benefits, features and contact
information?
Advertising tools in the Tourism Industry
1. Outdoor Adve rtis ing

+Billboards, company signs,
De s ig ning no te s : easily readable, bright & contrasting colours,
simple & bold letters, use of cutouts & a
panel
+Displays: transit cards, posters placed in buses, taxi,
transportation terminals and trade shows
2. Collateral mate rials

brochures, fliers, tentcards & special items: key chains,
2. Print Adve rtis ing

2.1. Newspapers
2.2. Magazines
2.3. Directories
Designing Print Advertisments
An attention - getting illustration: attractive, half the
size of the ad
A headline: short, curious, interesting, attractive and questionable
Copy: Benefits, features, Prices
Marketing tactics presentation 8
positioning statement
cover of print ad (A4 size)
1. Positioning statement
USPs of your company, benefits?
Which USPs would your target market like? Why?
Which USPs would be not used by your competitors?
Write a new one.
2. Cover of print ad (A4 size)

Strengths and weaknesses of the cover of the existing leaflet?
Design a new one in A4 size.`
4. Broadcast Advertising
Tivi, radio
Announcer: Hi, Tom Bodet for Motel 6 with some relief for the business traveller or anyone
on the road trying like the dickens to make a buck. Well, money doesn’t grow on trees and
I’m probably not the first person who’s told you that but maybe I can help anyway.
Why not stay at Motel 6 and save some of that money? Cause for around 22 bucks, the
lowest price of any national chain; you will get a clean, comfortable room, free T.V, movies,
local calls, and long distance ones without a motel service charge.
No, we don’t have a swinging disco or a mood lounge with maroon leather chairs and an
aquarium where you can entertain your clients, but that’s O.K. I got a better idea. Take the
money you save and meet that client in town. Beside, they probably know all the best
places to go anyway. Let them tell you what they know best and you do what’s best for
business.
Call 505 891 6161 for reservation at Motel 6. I’m Tom Bodet for Motel 6 ... and we’ll
leave the light on for you.
5. Low - Cos t Adve rtis ing

Reciprocal Advertising
Cooperative Advertising
⇒ Save Advertising Costs
letter persuading customers to buy services
presentation 9
1. Design the most attractive envelop and write a

persuasive letter according to AIDA.
2. Analyze AIDA used in the letter.
3. (Refer to page 100)

3. Dire ct Mail Advertising

Design follows AIDA formula: Attention,
Intere st, De sire, Action
Prepare:
Envelop, letter paper, le tter tittle , ink colours,
fonts, small gifts, etc.
Contact lists and data …
Chapte r 9
Effe c tive S ale s o f Trave l Pro duc t & S e rvic e
Le arning Objectives
 Be aware of Sales Concepts in the Tourism Industry.
 Distinguish the differences between Sales of Tourism
Products and Sales of other Products
 Study effective sales steps in the Tourism Industry
 Ability to overcome difficulties to sign the contract in
the Tourism Industry
Chapte r 9
Effe c tive S ale s o f Trave l Pro duc t & S e rvic e
Main content
1. Effective sales concept in the tourism industry

2. Sales basic types in the tourism industry
3. Inside and outside sales techniques
4. How to contact with customers & introduce the products
5. How to overcome difficulties
6. How to solve the conflicts
Chapter 9: Effective Sales of Travel Product & Service
Effective sales concept in the tourism industry
Effective sales in the tourism industry = (3W +2 Q)
Notes :
3W:+What
+When
+Which way
2Q: +Quantity
+Quality
Sales in the Tourism industry: ins ide s ale s & o uts ide s ale s
Inside sales
- Understand products and services’benefits and features.
- Update tatics of the company
- Keys to success verbal and non - verbal communication
Verbal Communication
 Use simple and precise words
 Use polite words. Ex: Please, thank you, sir, madam, excuse me
 Try to use an appropriate tone of voice
 Use an appropriate volume
 Use an appropriate speed
 Pronounce words clearly
 Remember and use guests’names
 Use positive statements. Ex: “Let me see what I can do”
 If you do not speak the same language as the guest, try to find a
staff member who does.
Inside sales
Non - Ve rbal Com m unication
 Be aware of body posture
 Make eye contact
 Smile as often as possible
 Be aware of negative habits. Ex: tapping fingers, scratching,
etc.
 Use gestures or draw to clarify
 Be aware of the distance between guests and employees.

- Sales techniques
+Up - Selling Technique
+Yield - Management
+Overbooking - Sales
Inside sales
Te n c o mmandme nts o f Human Re latio ns
1. Speak to People (There is nothing as nice as a cheerful word of greeting)
2. Smile at People (It takes 45 muscles to frown, only 15 to smile)
3. Call people by name (The sweet music to anyone’s ears is the sound of his own name)
4. friendly and Helpful (It will develop harmony)
5. cordial (Speak and act as i everything you do were a genuine pleasure)
6. Genuinely interested in people (Do it with warmth and sincerity)
7. generous with praise, cautious with criticism (to avoid negative impact)
8. considerate with the feeling of others (It will be much appreciated)
9. thoughful to the opinion of others (There are 3 sides to a controversy: yours the other
fellow’s and the right one)
10. alert to give service (What counts most in life is what we do for others).
outside sales process
D
A
Fo llo w - up T Po te ntial c us to me rs
A finding
C
O
Co ntrac t s ig ning L
& S e rving Appo intme nt making
L
E
C
T
Pe rs uate c us to me rs I
Pro duc t pre s e ntatio n
O
n
Potential customer finding

Po te ntial c us to m e rs ?
1. Have enough money to buy products or services.
2. Have demand.
3. Be accessible.
Who w o uld b e p o te ntial c us to m e rs ? Any body
What is p o te ntial c us to m e rs find ing ?
1. Find as many names of new customers as possible
2. Is a fexible & patient activities, an intended job
3. Consistently finding
Whe re to find p o te ntial c us to m e rs ?
1. Personal relationship
2. Customers of the company
3. VIP, VVP, pretige people …
4. Any others
5 steps to succeed in Potential customer finding
Listing
Selecting
Writing
Contacting
Infor.
Collecting
Appointment making
Telephone (indirect) Direct
Product presentation
1. Pre s e ntation Planning = Time +Impression

2. Get atte ntion (make impres s ion)
Questions to gathe r information
Customers’address, birthday, habits
3. Dis c over cus tomers ’demands
Where would you like to go Destination
When Timing How long Duration
Who will be going? How many, number in group
What level of service do you prefer value
Ho w to c o m m unic ate w ith c us to m e rs ?

 Phrasing questions
 Budgeting questions shoud be the las t
 Leisure/ Business Travelers classification
 Listening: free of distraction & interruption
 Recording
 Concentration
 Verbal and non - verbal communication using
Ho w to make impre s tio n ?
 Grooming
 Do not let customers suspect who you are
 Do no t applaus e lo o s e nly
 Do no t applaus e s tro ng ly
 Do no t whis pe r
 Do no t s pe ak lo undly
Solutions
+Acknowledging demands
+Emphasis benefits
+Confirm demands and consult on services.
+Up - Selling Techniques.
+Additonal sales
Persuate customers to overcome difficulties
Listen to customers
Sympathize with customers
Clarify the problem
Explain, suggest and consult
Close the transaction
How to solve conflicts

Responsible for helping
Set a positive atmosphere Appropriate time
Appropriate place
EEEexplain the issues Find reason(s)
Understand individual’s demand

X Clarify needs and wants
Listen to all sides
List solutions
Solve the conflict Select the best solution
Check and evaluate.

Chapte r 10
Imple me nting the Marke ting Plan
 Study the content of Marketing Plan Implementation.
 Ability to set an effective marketing budget
 Learn controling and evaluating methods of the
Implementation Process in the Tourism Industry.
 Ability to design a Marketing Plan for Tourism
Organizations in different scales
Chapte r 10
Imple me nting the Marke ting Plan
Main content
1. Content of Implementation Plan

2. Operated Plans and Assigning Responsibilities
3. Budget setting
4. Controlling the Marketing Process
5. Evaluating the Marketing Plan
6. Discussion & Review
Chapter 10: Implementing the Marketing Plan
Content of implementation Plan
 Schedule & Assigning Responsibilities

 Budget
 Controlling
 Evaluation
Budget setting
Charac te rs o f a g o o d Marke ting budg e t
+ Show how much money to spend to implement the total
makreting plan and how the total should be
+ create revenues that exceed the amount invested in marketing
+ Have a c o nting e nc y fund (10 – 15% of the marketing budget,
reserved for unanticipated increase in marketing expenses)
Budg e t - s e tting me tho ds
1. The Arbitrary - and - Affordable Method
2. The Percentage - of - Sales Method
3. Competitive - Parity Method
4. The Objective - and Task Method
Controlling the Marketing Process
1. Gathering information from

- Registration cards
- Questionaires
- Informal Interviews (during waiting for check - out)
- Inquiries (telephone, letter, e - mail, personal visits …)
2. Controlling finances
- Using ISO to control the whole process
Evaluating the Marketing Plan
Measurement Methods
1. Total Sales Figure
2. Sales/ Objectives Variance
3. Market - Share Variance
4. Marketing Cost and Profitability
5. Efficiency Ratios: CPI, CPR, ROI
Evaluation and Follow - Up

Implementing the marketing plan
presentation 10
1. Schedule of the plan, including of tactics, staff

and time.
2. Estimate marketing budget for the coming year
3. Controlling methods chosen and why?
4. Evaluation methods used and why?
Strategic Marketing for
Tourism and Hospitality
Dis c us s io n & Re vie w
Lecturer: Tran Nu Ngoc Anh, Mba.

Strategic Marketing For Tourism & Hospitality - 799416

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Strategic Marketing

for Tourism & Hospitality

Duratio n o f the Co urs e

Le arning Obje c tive s

 Find wants and fill the m (R S T  PDB  MM  I 

Chu kú s è ng cña s ¶n phÈm

Chu kú s è ng cña s ¶n phÈm

Establishment Growth Mature Decline

Profit Loss Increase High Low

Customers Pioneers Increase Big No Late

S mile for everyone

Product & service Marketing Research

S taff is the b rid g e o f

Tourism Marketing Research

Marketing mix - (9P) In tourism

4P of Marketing 5P of Marketing in Touris m

 Overview of the organization

Strate gic planning

Goals of Strategic marketing

Maintain the balance between:

 Profits of Tourism Organizations

Strategic Marketing means to enforce

Goals of Strategic marketing

Recruit new customers Retain loyal customers

Good Effective Customers’

Strategic Planning Steps

Content of A marketing Plan

The Mission Statement concept

 A written document to announce the operation &

 Guide briefly resources distribution to all staff.

 Help all staff have an overview of the

The Mission Statement concept

The Mission Statement concept

How to establish a Mission Statement

How to establish a Mission Statement

Examples & practices

Co m p any m is s io n s tate m e nt: “We absolutely guarantee

what do we how do we For whom

How to establish a Mission Statement

what do how do we do Forwhom we

Objectives, Strategies & Tactics

Objectives What do you want to do ?

Introduction of SWOT matrix

Opportunities Threats Strengths Weaknesses

Exercies & homework

Exercies & homework

Exercies & homework

Le arning Obje c tive s

Concept of Marketing Environment

A Company’s environment consists of the outside actors and

Marketing Environment Elements

Mac ro Env iro nm e nt

Geographic Natural Cultural

Marketing Environment analysis

Environme ntal Environmental

Marketing or business tip

 Môi trường tự nhiên

 Môi trường kinh tế

Micro Environment elements

Concepts of Micro Environment elements

Customers: (1) potential customers Suppliers: firms or individuals that

Micro Environment analysis

Micro environment analysis