C/M/102. Marketing Planning for Hotels

The paper reviews the steps which comprise a strategic analysis of a hospitality firm. The discussion highlights the importance of the identification of a firm's market position, the knowledge of competitors and major industry forces. The other section deals with the discussion of the importance of the internal audit and what shall be done to do it in the due way. Finally, the importance of marketing mix strategy is explained along with the required step to determine it. It second part introduces the secondary and primary data sources that can be utilised to obtain the required market knowledge. It reviews the validity and reliability of each sources and the requirements for the utilisation.