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Trash The 2002 Marketing Plan - and just start over Marketing Articles | December 16, 2001
Nothing can ... the loss and sense of grief that we feel for the victims of the World Trade Center and the Pentagon ... However, the economic ... is just ... to take shape a


Nothing can approximate the loss and sense of grief that we feel for the victims of the World Trade Center and the Pentagon Tragedies. However, the economic aftermath is just beginning to take shape and it is ugly. Now Authentic Davide Calabria Jersey , the most patriotic thing that we can do for our country and ourselves is to get back to business and try to stabilize this economy.

My advice to all of you in the hospitality industry is to TRASH the 2002 MARKETING PLAN - and just start over. Most of you have just finished or are in the process of completing the marketing and business plan for 2002. 2001 has been difficult for an industry that was posting double-digit gains in revenue for the better part of the last decade. According to PKF the average US hotel will suffer a 5.6% decline in operating profits in 2001 compared with a 10% increase in profits in 2000. That was written prior to September 11, 2001.

Many hotels and hotel management companies are ill equipped to deal with this sudden change of events. Demand has been so strong for the last ten years, we have focused on managing yield rather than generating demand. Demand has not just slowed down; in many market segments, it has come to a screeching halt. Most impacted are those convention and meeting hotels with long term bookings that are suddenly cancelled until further notice. Corporate travel Alessio Romagnoli Jersey , even if the fear of flying did not exist, will be impacted by the airline's curtailment of 20% of their average schedules. How deeply and for how long leisure travel will be impacted is anyone's guess. Our travel and business life as we have come to know it has come to an end, at least for the near future.

Trash The Marketing Plan and Start Over - from the beginning.

Competitive Analysis - Everyone is now the competition. From the limited service franchise down the street to the luxury hotel at the other end of the street. Don't hold on to a rate structure that has you positioned in your 'marketproduct segment.' It is war out there. The client doesn't care about your rate position in your market segment - they care about value and service for their scarce travel dollars. Do what it takes to retain your current accounts and steal new ones.

Value Add - If your top accounts are leaving you for the limited service hotel down the street, drop your rate and build in breakfast. If you have a food and beverage outlet Andrea Conti Jersey , throw in a coupon for a free beverage. Offer an incentive to use the restaurant for meals other than breakfast. Will it reduce your overall revenues -- maybe. If your clients leave you for the amenities that your competition includes in the rate, your revenue will most certainly be reduced even further. Think cash flow versus NOP.

Market Segment Analysis - Reduce your projections by a minimum of 20% across the board for the first six months of the year (and that is probably optimistic). Target those with which you can realistically have an impact and solicit like crazy. Some of those include government, drive-in markets like AARP and AAA. Develop packages for those guests that may now arrive by rail. Develop local 'vacation' packages for those in your area and within driving proximity that. Cheap Nike Shoes Wholesale Authentic Jordan Shoes Wholesale Air Max 2018 [url =http://www.vapormaxwholesalechina.com/]Wholesale Vapormax China[/url] Wholesale Nike Shox Cheap Authentic Air Jordans Wholesale Nike Shoes China Cheap Air Max Wholesale Wholesale Air Max Womens Wholesale Mens Air Max