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Hospitality Planning and Positioning Guide

The document outlines the hospitality planning cycle and emphasizes the importance of positioning products and services through three generic strategies: cost leadership, differentiation, and focus. It highlights the significance of the service setting and environment in enhancing customer experience and provides methods for involving employees in the planning process. Key stages of the hospitality planning cycle include market research, strategy formulation, and resource allocation.

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CK Contillo
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12 views13 pages

Hospitality Planning and Positioning Guide

The document outlines the hospitality planning cycle and emphasizes the importance of positioning products and services through three generic strategies: cost leadership, differentiation, and focus. It highlights the significance of the service setting and environment in enhancing customer experience and provides methods for involving employees in the planning process. Key stages of the hospitality planning cycle include market research, strategy formulation, and resource allocation.

Uploaded by

CK Contillo
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

HOSPITALITY PLANNING CYCLE

&
SETTING THE SCENE FOR THE
GUEST EXPERIENCE
POSITIONING PRODUCT AND
SERVICES
 Positioning refers to the strategic process of
creating a distinct and desirable perception of a
business's offerings in the minds of its target
customers.
THE THREE GENERIC
STRATEGIES FOR
POSITIONING PRODUCTS
AND SERVICES
 Originally proposed by Michael Porter, these
strategies offer different ways to achieve competitive
advantage in a market:
 Cost Leadership – a strategy that emphasizes on
becoming the lowest-cost producer in the industry.
 Differentiation – a strategy which focuses on
making its products or services unique and attractive
in ways that are valued by customers.
 Focus - a strategy involves targeting a specific niche
or segment of the market rather than the entire
market.
COST LEADERSHIP
 Minimizing costs
 Lower prices than competitors
 Price-sensitive customers
DIFFERENTIATION
 Create a perceived value
 Charge a premium price.
 Differentiation can be based on design, brand
image, technology, features, customer service,
or innovation.
FOCUS
 Focuses on specific target market
 Can pursue either cost leadership or
differentiation.
IMPORTANCE OF
POSITIONING PRODUCT AND
SERVICES
 Defined Brand Service
 Alignment of Operations
 Brand Loyalty
HOSPITALITY PLANNING
CYCLE
 The Hospitality Planning Cycle is a framework
used in the hospitality industry to manage and
structure the ongoing process of planning,
implementing, and evaluating strategies.
KEY STAGES OF THE HOSPITALITY
PLANNING CYCLE
Market
Research and
Analysis
Defining
Business
Evaluation
Goals and
Objectives

Implementati Strategy
on Formulation

Action Plan Resource


Development Allocation
SERVICE SETTING AND
ENVIRONMENT
 The service setting or service environment
is crucial in the hospitality industry because it
significantly influences customer perceptions,
satisfaction, and overall experience.
FACTORS TO CONSIDER IN
SERVICE SETTING AND
ENVIRONMENT
Align with Brand Identity

Create a Welcoming Atmosphere

Enhance Comfort and Convenience

Design for Emotional Impact


Ensure Consistency Across
Touchpoints
METHODS FOR INVOLVING
EMPLOYEES IN PLANNING
 Surveys and Feedback Forms
 Focus Groups
 Brainstorming Sessions
 Team Meetings
 Workshops and Training
 Pilot Programs

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