NAČRT TRŽENJA ROMANTIČNEGA HOTELA RENESANSE KOT DEL POSLOVNEGA NAČRTA

Božič, Tanja

| | SLO | ENG | Cookies and privacy

Bigger font | Smaller font

First page > Show document

Show document

Title:	NAČRT TRŽENJA ROMANTIČNEGA HOTELA RENESANSE KOT DEL POSLOVNEGA NAČRTA
Authors:	ID Božič, Tanja (Author) ID Širec, Karin (Mentor) More about this mentor... ID Milfelner, Borut (Comentor)
Files:	VS_Bozic_Tanja_2010.pdf (1,17 MB) MD5: 65D57CD03AB2EED30B673104FB3A424F PID: 20.500.12556/dkum/c445061e-cdf6-432d-ba9e-74aaa48915b2
Language:	Slovenian
Work type:	Undergraduate thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	V diplomskem delu smo oblikovali marketinški načrt romantičnega hotela Renesanse. V prvem delu diplomskega dela proučujemo teoretična izhodišča v povezavi z marketinškim načrtom. Pojasnili smo integralno vlogo marketinškega načrta v poslovnem načrtu podjetja. Opredelili smo ga kot pot, načine, možnosti za doseganje načrtovane prodaje podjetniških učinkov (izdelkov in/ali storitev). V drugem, praktičnem delu diplomskega dela predstavljamo celostno marketinško strategijo hotela Renesanse. Opredelili smo vizijo in poslanstvo podjetja, smotre, cilje podjetja, opravili smo raziskavo okolja in ugotavljali naše prednosti in slabosti (notranje okolje) ter priložnosti in nevarnosti (zunanje okolje).Določili smo celostno ponudbo hotela Renesanse in se osredotočili na nočitvene kapacitete, restavracijo, vinsko klet, wellness ter glavne in dopolnilne turistične programe. Cenovno politiko smo zasnovali z odločitvijo o določanju cene na podlagi razmerja kakovost ter dojemanju le-te s strani potencialnih ciljnih skupin, konkurence ter upoštevanju naše pozicije na trgu, krivulje povpraševanja in stroškov. Odločili smo se za politiko razlikovalnih in promocijskih cen. Distribucija se bo izvajala v okviru lastne prodajne službe ter preko posrednikov v turističnem gospodarstvu; predvsem turistične agencije, turistični operaterji (oboje selektivno), rezervacijski sistemi. Pri promociji in oglaševanju smo določili nosilce, mesta (lastna spletna stran, sejmi, tiskani mediji, radio in televizija) na katere bomo razporedili marketinška finančna sredstva. Procesiranju turistične storitve bomo namenili veliko pozornost saj odločilno vpliva na stopnjo zadovoljstva (pri udeležencih v turistični storitvi) in je lahko edinstvena konkurenčna prednost. Enako velja za »fizične dokaze«. V zadnjem delu diplomske naloge smo določili skupni marketinški proračun. V njem smo po nosilcih določili potrebna finančna sredstva, ki so nujna za uspešno udejanjanje marketinškega načrta hotela Renesanse. Na podlagi marketinškega načrta za hotel Renesanse bomo dosegali zastavljene cilje in tako posledično vplivali na visoko zadovoljstvo uporabnikov in zato na uspešno rast in razvoj v sodobnem spremenljivem poslovnem okolju.
Keywords:	KLJUČNE BESEDE: marketinški načrt, celostna marketinška strategija, marketinški splet (7P), ponudba, cenovna politika, distribucija, oglaševanje in promocija, ljudje, fizični dokazi, procesiranje.
Place of publishing:	Lenart
Publisher:	[T. Božič]
Year of publishing:	2010
PID:	20.500.12556/DKUM-14383
UDC:	339.138
COBISS.SI-ID:	10357020
NUK URN:	URN:SI:UM:DK:QD5P4SX3
Publication date in DKUM:	20.09.2010
Views:	5690
Downloads:	1267
Metadata:
Categories:	EPF
:	Copy citation

Average score:	(0 votes)
Your score:	Voting is allowed only for logged in users.
Share:

Hover the mouse pointer over a document title to show the abstract or click on the title to get all document metadata.

Secondary language

Language:	English
Title:	MARKETING PLAN OF THE ROMANTIC HOTEL RENESANSE AS A PART OF BUSINESS PLANNING
Abstract:	In diploma thesis we created a marketing plan for romantic hotel named Renesanse. In the first part of diploma thesis we have examined theoretical starting points of marketing plan. We explained the integral role of marketing plan in greater business plan of the company. We defined it as a way and possibilities for achieving planned sales of company’s products and/or services. In second, practical part of diploma thesis we have presented hotel’s whole marketing strategy. We defined hotel’s vision and mission statement and its goals. We conducted a research of environment and have analyzed company’s strengths, weaknesses (in internal environment) and opportunities, threats (in external environment). We defined integrated supply of the hotel. Then we focused on hotel’s capacities such as restaurant, wine cellar, wellness, main and complementary programs. We have set price policy based on relation to quality and perception of it from potential target groups, based on competitors and our market position, our supply and costs curves. We decided to do ahead with price policy based on distinguished and promotional prices. We specified that the distribution will take place within the hotel capacities (our sales team) and over tourist agencies, tour operators (both selectively) and through reservation systems. With respect to promotional activities we defined media: hotel’s web page; fairs; magazines and newspapers; radio and TV, which we will use in our promotional activities. We will pay great attention to the processing of our hotel services. The quality of such process greatly influence customer’s satisfaction rates and can, therefore, be our unique competitive advantage. The same holds for “physical evidences”. In the last part of diploma thesis we defined hotel’s total marketing budget. We decided how much of financial resources we will need, to be able to achieve marketing plan of the hotel. Based on hotel’s marketing plan we will achieve our goals and we will, therefore, influence high satisfaction rates of our customers. We will, therefore, influence hotel’s successful growth and development in modern, constantly changing business environment.
Keywords:	marketing plan, marketing strategy, marketing mix (7Ps), supply, price policy, distribution, promotion, people, physical evidences, processing.

Comments

Leave comment

You must log in to leave a comment.

Comments (0)

0 - 0 / 0

There are no comments!

Back