Efficient Marketing Concept for hotels and restaurants E-Book

Frank Höchsmann

• Herausgeber: Books on Demand
• Kategorie: Fachliteratur
• Sprache: Englisch
• Veröffentlichungsjahr: 2021

Seitenzahl: 78

Beschreibung

After the Corona crisis, the development of a new Marketing concept is imperative and vital, especially for medium-sized privately managed hotels and restaurants. This Marketing concept helps to increase sales, save time, give structures, control costs, but also to win new customers and motivate regular customers to return. In times like these, a stringent Marketing concept offers the opportunity to use scarce financial resources specifically for Marketing measures. Spontaneous decisions, impulse actions or Marketing mis-investments are no longer necessary. This Marketing concept provides a comprehensible guideline, which, if implemented correctly, leads to demonstrable and well-deserved success.

Leseprobe

FOREWORD

After the Corona crisis, the development of a new Marketing concept is imperative and vital, especially for medium-sized privately managed hotels and restaurants.

This Marketing concept helps to increase sales, save time, give structures, control costs, but also to win new customers and motivate regular customers to return.

In times like these, a stringent Marketing concept offers the opportunity to use scarce financial resources specifically for Marketing measures. Spontaneous decisions, impulse actions or Marketing mis-investments are no longer necessary.

This Marketing concept provides a comprehensible guideline, which, if implemented correctly, leads to demonstrable and well-deserved success.

At this point I would also like to thank my friends and colleagues who have read this concept with patience and attention and have corrected any errors and inconsistencies.

I hope this book will serve as reference and guideline to ensure your businesses success.

With best regards, your

Frank Höchsmann

Berlin Frohnau, May 25th, 2020

Table of contents

Introduction

The advantages of a Marketing concept

Key questions on the Marketing concept

For whom is the Marketing concept intended?

What are the contents of a Marketing concept?

1.

Market information

1.1 What is market information and market research?

1.1.1 Data sources

1.1.2 Survey instruments

1.2 Survey form for selected hotels

1.3 Survey form for selected restaurants

1.4. Questionnaire for the hotel guest

1.5. Questionnaire for the restaurant guest

2.

Market Analysis

2.1 Analysis of offers

2.1.1 Quantitative analysis of offers

2.1.2 Qualitative analysis of offers

2.1.3 Strengths & weaknesses analysis with USP

2.2 Target group analysis

2.2.1. Example of a hotel

2.2.2. Example of a restaurant

2.2.3. Market segmentation:

2.3 Competitor analysis

2.4 SWOT analysis in 4 steps

3.

Market Trends

3.1 Trends in the hotel sector

3.2 Trends in the restaurant sector

4.

Market Forecast

4.1. What is a prognosis?

4.2 Portfolio analysis

4.2.1 The four strategic business areas (units) / SBU

4.2.2 Graphical representation

4.2.3 Strategy recommendations

4.3 Forecast criteria

4.3.1. Forecast for the accommodation sector

4.3.2 Sales forecast for the Catering Division

4.3.3 Forecast of other income and auxiliary operations

5.

Marketing Objectives

5.1 "SMART" formula

5.2 Quantitative and qualitative Marketing objectives

5.3 Long- and medium-term objectives

6.

Marketing Strategies

6.1 Basic Marketing strategies

6.2 Marketing strategies determined by the life cycle

6.3 Further strategy recommendations

7.

Offline Marketing / Marketing mix

7.1 Supply policy

7.1.1 Design of offers / new development of offers

7.1.2 Variation of offers

7.1.3 Elimination of offers

7.1.4 Assortment policy

7.1.5 Service policy

7.1.6 Quality policy & Quality management

7.2 Pricing policy

7.2.1 Pricing

7.2.2 Price differentiation

7.2.3 Granting of discounts

7.2.4 Delivery and payment terms

7.3 Distribution policy

7.3.1 Customer acquisition

7.3.2. Trade fairs

7.3.3 Telemarketing

7.3.4 Sales strategies / 7 steps to success

7.4 Communication policy

7.4.1. Advertising

7.4.2 Sales promotion

7.4.3 Public Relations

7.4.4 Personal sale

8.

Online Marketing

8.1 Definition

8.2 Online Marketing synonyms

8.3 Objectives of online Marketing

8.4 Graphical representation of online instruments

8.5 Online Marketing Instruments

8.5.1 Affiliate Marketing (partner program):

8.5.2. Banner advertising:

8.5.3 E-mail advertising:

8.5.4 Influencer Marketing:

8.5.5 Key Words Marketing:

8.5.6. Newsletter Marketing:

8.5.7. Social media Marketing:

8.5.8. Search Engine Marketing (SEM with SEO and SEA):

8.5.9. Web analysis:

8.6 Online Travel Agency (OTA)

8.6.1 What are Online Travel Agencies?

8.6.2. What are hotel metasearch engines?

8.6.3 Own hotel website or OTA's

8.6.4 Tips for hotel bookings by OTA's

9.

Budgeting / Budget Planning

9.1 General information on budgeting

9.2 Example accommodation sector

9.3 Example of a “F & B” budget

9.4 Example of target sales from other areas

9.5 Budgeting example: Investment plan

10.

Controlling

10.1 General information on controlling

10.2 Balanced Scorecard (BSC).

10.3. Uniform System of Accounts

10.4 Activities Account Manager / Controller

Recommendation: Guideline Marketing Concept

Concluding remarks

The author Frank Höchsmann

Note:

The following information serves as non-binding information.

It is a presentation of the author's professional principles and experience but makes no claim to completeness.

No liability is assumed for the correctness of the content.

Introduction

The advantages of a Marketing concept

All Marketing activities are structured and calculable

The Marketing measures are used according to demand

The framework for action is uniform for all parties involved

Responsibilities for work processes and areas of responsibility are clearly defined

The wishes and expectations of the customers are known

The satisfaction of customers and employees increases

Success or failure of Marketing measures are easily measurable

Wrong management decisions are reduced to a minimum

Key questions on the Marketing concept

We can answer the following questions after implementing the Marketing concept:

Who and where is my target group? B2B

1

or/and B2C

What needs and expectations does my target group have?

When can I reach my target group? (weekday, time of day)

The uniqueness (USP

2

) of my product, my services or my company?

How can I showcase this uniqueness (USP)?

How can I position my company on the local, regional or international market?

Which Marketing measures have we already implemented and when?

Which short, medium and long-term goals do we want to achieve with Marketing?

How much money do we want to invest in Marketing?

How much time do we have available for Marketing activities?

For whom is the Marketing concept intended?

Target group of this Marketing concept are executives from medium-sized, privately managed hotels and restaurants, as well as managing directors, owners and asset managers.

What are the contents of a Marketing concept?

1. Market information

1.1 What is market information and market research?

Market information and market research deal with the procurement inquiry and processing of data on current and future markets. The aim is to research the development of the market, the behaviour of market participants and the effects of company-specific activities.

The market information is based on already existing data and market research is carried out permanently and regularly to obtain data and information.

1.1.1 Data sources

The sources of market information/market research are internal and/or external:

Internal: turnover statistics, accounting, occupancy and occupancy statistics, guest and tourist statistics, satisfaction evaluations, etc. You will get this information quickly, inexpensively, it is easy to understand and specific to your business.

External: Official statistics, statistics of professional associations, e.g. Chamber of Commerce, newspapers, trade publications, company publications, publications of competitors, specialized databases, etc.

1.1.2 Survey instruments

Survey instruments of market information/market research are:

Surveys: personal (expensive), in writing (cheap), by telephone (data protection), online (cheap)

Experiment (experiments on guests are not recommended)

Observation (time consuming)

Panel research

3

(expensive and time-consuming)

Product test, offer test, online test

Mystery Test / Anonymous Test (e.g. Service Quality

4

)

3 Panel research is a method of repeatedly questioning a pre-selected group of people about a specific topic

4 Service quality test hotel and/or restaurant of HOTQUA with 100 quality criteria

1.2 Survey form for selected hotels

This data inquiry form helps you to get to know the competing companies better. Please use this form to analyse your 5 strongest competitors. Then please evaluate the results.

Note: You can also evaluate competing companies/competitors via online portals (Trivago, Expedia, Holiday Check, etc.)

1.3 Survey form for selected restaurants

Please analyse 3-5 competitors who have the same or similar (food) offers as you do. Afterwards you can evaluate the filled in questionnaires. Who is your biggest competitor and why? Where do you stand according to this?

Note: Restaurant ratings can also be assessed via online table reservation systems, e.g., Bookatable or Opentable.

1.4. Questionnaire for the hotel guest

Dear guest,

we are very pleased to welcome you as our guest. In our house we give great importance to quality and absolute guest satisfaction. We can only achieve these high standards with your help. Therefore, we ask you to answer the following questions spontaneously. We thank you for your effort and look forward to welcome you again.

Sincerely your hotel management

Thank you again for your quality contribution!

Recommendation: In order for as many guests as possible to fill out the questionnaires, vouchers for a drink or small gifts can be given away.

1.5. Questionnaire for the restaurant guest

Dear guest,