Stowe Shoemaker, PhD229 C.N. Hilton Hotel & CollegeHouston, TX 77204-3028713-743-7371 office713-263-4970 mobilesshoemaker@uh.eduwww.stoweshoemaker.net

Fair Share versus Actual Share

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1. Undertake 14 C’s analysis for your property. Questions to ask: “how is your firm using each of the 14 C’s to advance the customer relationship? “What opportunities are available after taking the analysis?”

2. Examine your customers as they move through the purchase cycle. Ask “what are we doing at each stage to move the customer through the cycle?” “what barriers are inhibiting them” etc.

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3. Ask, “what are our different customer groups?” “What are our customers really buying?” “What are we doing in operations to provide this?”

4. Give employees the survey you took on how customer friendly organization really is

5. Use results of the survey to implement Rater system in each department

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6. Take matrix of competitive advantage and fill in for each department; that is what actions is each department taking to build competitive advantage?

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Value

Efficiency Quality Innovation Customer Responsive

Size

Infrastructure

Manufacturing

R&D

Marketing

Materials

Management

Human

Resources

What To Do When Get Home7. Identify major sources for information on trends

impacting your business. Some are listed in class notes, others need to be searched. For instance, here is Food Service Europe and Middle East

http://www.digitalflip.de/a4/fse0308/flipviewerxpress.html

8. Once sources have been indentified develop a systematic way to analyze and interpret. Basically, following diagram on next slide.

Strategic Marketing for Hotels and Restaurants (c) Stowe Shoemaker, Ph.D

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9. Identify the different segments. For each segment take the customer through buying behavior model. Look for ways to move members through each component. If segments look for different things, how do we make this operational (e.g., think restaurant study?

What To Do When Get Home10. If you have a database, develop a scoring mechanism to

place a “value” on each customer.

10. Examine surveys you are currently using. Make sure you had questions that measure the following:

• Likelihood that customer will refer• Number of people who recommendation will be made• Percentage of those will come based on the recommendation• How many times customers visit in a certain time • Percentage of repeat guest

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12. Ask: How am I creating WOM at my property? Begin to develop strategies to create WOM. Look at each type of WOM discussed in class.

13. Undertake competitive positioning for your property and identify appropriate actions to improve your position.

14. Review notes on market research and read articles in notebook.

15. Competitive Value Maps for each market segment – especially for corporate accounts

16. Examine Positioning Strategy

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17. Tape reservation calls18. Review each call with reservation team to incorporate:

RATER system, prospect theory (quote order, reason for visit, call to action, etc.)

19. Change reservations to “inside sales”20. Examine how you package: it is not all about price, it may be

about convenience

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21. Develop different “scripts” at reservation center to increase revenue. Test the different scripts using test-control group (think Venetian study). For instance, bundle internet access, movies, etc.

22. Examine possibility of calendar for quoting rates23. Investigate undertaking study to determine consumers’

price sensitivity.