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TRAVEL AND TOURISM MANAGEMENT

TRAVEL AND TOURISM MANAGEMENT. Marketing in travel and tourism/Public relation HNC/HNDs VIVIAN OVIASEHI. Strategic planning in Mar keting. Game plan for achieving long term objectives of the business Strategy set at different levels Corporate Division Business Product.

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TRAVEL AND TOURISM MANAGEMENT

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  1. TRAVEL AND TOURISM MANAGEMENT Marketing in travel and tourism/Public relation HNC/HNDs VIVIAN OVIASEHI

  2. Strategic planning in Marketing • Game plan for achieving long term objectives of the business • Strategy set at different levels • Corporate • Division • Business • Product

  3. Strategic planning in Marketing • Strategic planning involves the consideration of some fundamental principles such as • The Organisation’s mission statement • Vision • Aims/objectives • Core competences • External/internal business environment

  4. 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?

  5. Mission • Avis – “Our business is renting cars, our mission is total customer satisfaction” • Virgin – “Screw it – let’s 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.”

  6. 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

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

  8. 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

  9. 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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