CHM601 Contemporary Hotel Marketing : Marketing Strategy

CHM601 Contemporary Hotel Marketing : Marketing Strategy

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CHM601 Contemporary Hotel Marketing

Task:

Learning Outcomes

The Subject Learning Outcomes demonstrated by successful completion of the task below include:

  1. Explain the rationale and process of developing a marketing strategy.
  2. Analyse and evaluate market opportunities and trends.
  3. Locate, appraise and interpret market and consumer intelligence.
  4. Develop a set of criteria to continuously monitor marketing opportunities, to measure marketing success and to determine strategic adjustments in accordance with organisational objective.
  5. Formulate a set of key performance indicators to measure the success of a marketing plan and prioritise the marketing activities

You have been assigned the task of preparing a Briefing Report for your new General Manager (GM) addressing the business’s macro environmental elements. These comprise 8 elements:

o Political & Legal

o Economic

o Social & Cultural

o Technology

o Environmental

o Competitive Analysis

o Commercial Partners

o Market & Consumer Trends.

What is a Briefing Report

A briefing paper outlines a particular topic (in this case, the macro environmental factors for your hotel). The purpose of your report is to brief your new GM, to bring the key issues to your GM’s attention and alerting him/her as to what they need to know about the environment in which your business operates. In this case the unique characteristics of operating in your City. A persuasive an effective briefing paper is concise, well-organized and covers the most important and relevant facts.

CHM601 Contemporary Hotel Marketing

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