Market-Oriented Strategic Planning

Chapter 3 Market-oriented strategic planning is the

managerial process of developing and
The Role of maintaining a feasible fit between the
organization’s objectives, skills and
Marketing in
resources and its changing market
Strategic opportunities .
Planning

©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

The High Performance Business Relationship Between Analysis,

Planning, Implementation, and Control

(From the first quarter 1992 issue of Prism, the quarterly journal for senior managers,
©2006 Pearson Education, Inc. published by Arthur D. Little, Inc.)
Marketing for Hospitality and Tourism, 4th edition ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
 Developing Growth Strategies Business Strategy Planning
• Business Mission
• SWOT Analysis
– Strengths, Weaknesses, Opportunities,
Threats
• Internal Environment Analysis
– (Strengths and Weaknesses Analysis)
• External Environmental Analysis
– (Opportunities and Threats Analysis)

©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Business Strategy Planning Business Strategy Planning

• Unique Challenges of the hotel industry
• Goal Formulation complicate the process of strategic planning
– Arrange from most to least important – Major chains commonly do not own all
– Measurable and realistic properties that they manage
– Consistent – Owners of hotel-resorts often show little interest
or knowledge of their property (ego-capital
• Strategy Formulation
concept)
• Strategies are the paths to goals – Professional managers often are not trained in
• Strategic Alliances – cooperative agreements strategic planning
between organizations that allow them to benefit – Global strategic alliances may further
from each other’s strengths complicate the planning process
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens