Формування маркетингової стратегії туристичного підприємства

Abstract

Розглянуто проблеми формування і розроблення маркетингової стратегії туристичного підприємства. Обґрунтована маркетингова стратегія туристичного підприємства повинна складатися з послідовного виконання таких етапів: інформаційного забезпечення, аналізу конкурентної позиції туристичного підприємства на ринку, вибору стратегічної мети розвитку та загальної конкурентної стратегії туристичного підприємства, конкретизації цілей туристичного підприємства, розроблення функціональних стратегій і заходів, спрямованих на реалізацію стратегії, оцінювання і контроль реалізації стратегії.

Reasonable marketing strategy of tourist enterprise should consist of sequential execution of the following stages: information management, analysis of the competitive position on the market, choosing the strategic goal of development, choice overall competitive strategy of the company, specifying goals of the company, developing functional strategies, development of measures aimed at implementing the strategy, evaluation and monitoring of the implementation of the strategy. Step 1. The initial stage of structural and logical scheme procedure is predicting general trends in the competitive environment, the market dynamics of the state, its conditions, changes in the structure of supply and demand, the development of new forms of business organization. The need for such research because macroeconomic factors significantly affect the development of tourism. The basis for obtaining all necessary data for forecasting is a knowledge base that consists of a set of statistical information, regulatory, and operational planning. Step 2. The next step is to analyze the competitive position on the market. In order to identify areas of struggle for competitive advantage businesses develop their own competitive strategies, efficiency and effectiveness of which depends not only on their quality but also the corresponding characteristics strategies of competitors. Assessment results are used to develop the competitiveness opinion about it, and to select the optimal ways of improving the competitiveness of the enterprise to solve market problems. Step 3. The strategic goal of tourism enterprises determined to strengthen the competitive position. Step 4. Once the strategic goal of elected general business strategy in consultation with the parent company's strategy – a strategy of intensive growth. Step 5. Specifying the objectives of tourism enterprises. This specification is aimed at primary goal by identifying target guidelines: improve efficiency and ensure profitability of economic activity tourist enterprise, improving the image of tourism enterprises to consumers, improve customer satisfaction by expanding the list of services, high level of service and knowledge. Implementation of identified target guideline aims to provide tourism enterprises strong competitive position. Step 6. Develop functional strategies. Defined strategy of tourist enterprise itemized by functional marketing strategy – assortment strategy and promotion strategies that reflect specific ways to achieve its specific objectives. Assortment Strategy will explore the development and value of each portfolio tourist offer and tourist enterprise, and on this basis to make informed decisions on inventory management services, including plans to develop new products. Promotion strategy will define the target market to promote the objectives and basic communication plan includes promotional activities, reflects key media brand advertising campaigns, principles and basic support new range determines the size of the advertising budget. Step 7. Development of measures aimed at implementing the strategy. Achieve performance objectives and overall strategic goal in development is possible due to the development and implementation of concrete measures aimed at implementing the marketing strategy. Based on previous stages reasonable structural logic circuit and using the results of the evaluation of the competitiveness of enterprises, defined measures to facilitate implementation of the proposed marketing strategy:9 development and implementation of management techniques range of tourist products through the use of BCG matrix, 9development and implementation of Digital-marketing techniques. Step 8. The final stage provided structural and logical scheme is the evaluation and monitoring of the implementation of the strategy.