Future Horizons: Strategic Planning in Marketing
Summary
This chapter provided an overview of strategic planning in marketing, emphasizing its role in organizational success.
Key Takeaways
- Strategic planning serves as a blueprint for aligning marketing initiatives with organizational goals, ensuring cohesion and efficiency.
- Frameworks like SWOT, the BCG matrix, and the Ansoff matrix provide structured approaches for assessing opportunities, challenges, and growth strategies.
- Marketing planning is a focused subset of strategic planning, translating high-level objectives into actionable campaigns that drive measurable outcomes.
- Achieving a sustainable competitive advantage is a foundation for strategic success, requiring unique and strong capabilities that set your organization apart.
- The alignment of strategic and marketing objectives creates synergy, enabling better decision-making, resource allocation, and long-term success.
Exercises
Check Your Understanding
Exercise 1: SWOT Elements
Exercise 2: BCG Matrix Quadrants
Exercise 3: SMART Goals
Task: Convert the following marketing objective into a SMART goal: “Increase bookings from international tourists.”
Recommended Answer:
SMART Goal: Increase bookings from international tourists by 25% from 10,000 to 12,500 within the next 12 months through targeted digital marketing campaigns and partnerships with overseas travel agencies.
Exercise 4: Ansoff Matrix Strategy
Task: Identify which Ansoff matrix strategy is being used in the following scenario: “A ski resort introduces summer mountain biking tours to attract visitors during the off-season.”
Recommended Answer:
This scenario represents a product development strategy. The ski resort is creating a new product (mountain biking tours) for its existing market (current visitors and potential new customers in the same location).
Exercise 5: Sustainable Competitive Advantage
Task: Explain how a luxury hotel chain might create a sustainable competitive advantage through differentiation.
Recommended Answer:
A luxury hotel chain could create a sustainable competitive advantage through differentiation by:
- Offering personalized butler service for all guests
- Implementing cutting-edge technology for room customization and guest experience
- Partnering with renowned chefs to create unique dining experiences
- Providing exclusive access to local cultural experiences and attractions
This approach would be difficult for competitors to replicate quickly, creating a unique value proposition for guests seeking premium, personalized experiences.
Exercise 6: Multiple Choice Questions
Exercise 7: Integrative Case
Leveraging Film and Television in Hospitality Marketing[1]
Title: Hotels & Hollywood: How Iconic Film Locations Drive Tourism and Revenue for Hotels
Overview
This article explores how hotels around the world, including several in Canada, have leveraged their appearances in films and television shows to boost tourism, increase brand visibility, and drive revenue. The article highlights examples such as the Fairmont Le Château Frontenac in Quebec City, which saw a surge in visitors after being featured in the 2024 romantic comedy French Girl, and the Fontainebleau Miami Beach, which has appeared in over 20 films and TV shows.
We will examine how hotels can capitalize on “screen tourism” while balancing brand alignment, guest experience, and sustainability.
Key Information From the Article:
- Screen Tourism Impact: The article highlights that more than half of international travelers are inspired by films and television shows when planning their trips. This phenomenon is known as screen tourism. For example, after French Girl was released, fans flocked to Fairmont Le Château Frontenac, leading to increased bookings and special menu items inspired by the film.
- Cultural Significance of Iconic Hotels: Hotels like the Fontainebleau Miami Beach have appeared in over 20 films and TV shows, including Goldfinger, Scarface, and The Marvelous Mrs. Maisel. These appearances have made the property a cultural landmark, attracting tourists who want to experience the locations they have seen on screen. The Stanley Hotel in Colorado, which inspired Stephen King’s The Shining, continues to draw fans decades after the film’s release. The hotel has even built a $70-million Stanley Film Center to capitalize on its connection to the movie.
- Collaborations with Film Productions: Hotels often collaborate with film production teams to ensure that their properties are portrayed in ways that align with their brand image. For instance, as mentioned in the previous point, the Stanley Hotel in Colorado opened a $70 million Stanley Film Center to cater to fans of Stephen King’s The Shining.
- Tourism Boost from International Markets: The article also mentions that some hotels benefit from international markets due to their screen appearances. For example, after Fairmont Le Château Frontenac appeared in a popular Korean TV series (Guardian: The Lonely and Great God), it spurred a direct flight from Seoul to Quebec City.
Key Insights from the Article:
- Economic Impact:
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- Over 50% of international travelers’ plans are influenced by films and TV shows.
- Castle Howard experienced a 3,400% increase in 16–24-year-old visitors due to Bridgerton.
- Direct flights from Seoul to Quebec City were launched due to a Korean TV series featuring Château Frontenac.
- Marketing Innovations:
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- Fairmont Le Château Frontenac added special French Girl menu items at Bistro Le Sam.
- Hotels offer themed tours and experiences based on their film history.
- Properties leverage virtual reality and historical artifacts to enhance visitor experiences.
Case Questions
Question 1: Screen Tourism Strategy
How can hotels effectively capitalize on their appearances in films or TV shows?
Recommended Answer:
Hotels can:
- Develop themed experiences (like Château Frontenac’s menu items).
- Create dedicated tours highlighting filming locations.
- Integrate film history into their marketing materials.
- Maintain relationships with film promotion offices.
- Ensure their property information is current for future opportunities.
Question 2: Revenue Generation
What are the various revenue streams hotels can develop from their screen presence?
Recommended Answer:
Hotels can generate revenue through:
- Themed food and beverage offerings
- Guided tours (like Fairmont Banff Springs’ successful tour program)
- Special accommodation packages featuring famous rooms or suites
- Film-inspired merchandise or experiences
- Premium rates for rooms featured in popular productions
Question 3: Brand Value Enhancement
How does appearing in films or TV shows impact a hotel’s brand value?
Recommended Answer:
Screen presence can:
- Create global exposure and recognition.
- Attract new market segments (as seen with Castle Howard’s youth demographic increase).
- Generate social media engagement and organic marketing.
- Establish the property as a cultural landmark.
- Create lasting appeal through film revivals and anniversaries.
Question 4: Decision-Making Process
What factors should hoteliers consider when approached for film productions?
Recommended Answer:
Key considerations include:
- Production scale and duration
- Brand alignment with content
- Impact on guest experience
- Marketing potential post-release
- Operational considerations during filming
- Protection of property reputation
Critical Thinking Questions
Question 1: Screen Tourism as a Marketing Strategy
How can hotels effectively leverage their appearances in films or television shows to boost tourism? What are some potential risks of relying on screen tourism?
Recommended Answer:
Hotels can leverage screen tourism by promoting their connection to popular films or TV shows through marketing campaigns, offering themed packages or tours (e.g., special menus at Fairmont Le Château Frontenac), and highlighting specific rooms or areas featured on-screen.
However, relying too heavily on-screen tourism can be risky if the associated film or show fades from public interest or if it portrays the hotel negatively.
Question 2: Brand Alignment with Film Productions
How should hotels assess whether a film or television production aligns with their brand image before agreeing to collaborate?
Recommended Answer:
Hotels should carefully evaluate whether the themes, tone, and content of the production align with their brand values. For example, if a film contains controversial content that could alienate certain customer segments, it may not be worth the exposure. Additionally, hotels should ensure that the portrayal of their property enhances its appeal rather than detracting from it.
Question 3: Cultural Significance and Long-Term Impact
What long-term benefits can hotels gain from becoming cultural landmarks due to their appearances in iconic films? Provide examples from the case.
Recommended Answer:
Hotels that become cultural landmarks can enjoy sustained interest from tourists who want to experience a piece of cinematic history.
For example, Fontainebleau Miami Beach continues to attract guests because of its appearances in classic films like Goldfinger and Scarface. Similarly, the Stanley Hotel capitalized on its connection to The Shining by opening a dedicated film centre. These associations can lead to long-term increases in bookings and brand recognition.
Question 4: International Market Opportunities:
How can hotels capitalize on international market opportunities created by their appearances in foreign films or TV shows?
Recommended Answer:
Hotels can capitalize on international market opportunities by tailoring marketing campaigns to specific regions where the film or show is popular. For example, after Fairmont Le Château Frontenac appeared in a Korean TV series, it saw an influx of Korean tourists. Hotels can also work with travel agencies or airlines (as seen with the direct flight from Seoul) to create travel packages targeting these international audiences.
Question 5: Sustainability Challenges for Screen Tourism
What sustainability challenges might arise from increased screen tourism at hotels? How can hotels address these challenges while maintaining profitability?
Recommended Answer:
Increased screen tourism may lead to higher energy consumption, waste generation (e.g., single-use plastics), and strain on local infrastructure due to an influx of visitors.
To address these challenges, hotels can implement eco-friendly practices, such as offering sustainable tours (e.g., walking tours instead of bus tours), reducing plastic waste through refillable water stations, and promoting public transportation options for guests.
Glossary of Key Terms
Ansoff Matrix: A strategic framework for identifying growth opportunities by categorizing strategies into market penetration, market development, product development, and diversification.
BCG Matrix: A framework created by Boston Consulting Group to evaluate the strategic position of a business brand portfolio and its potential. It classifies business units or products into four categories based on market growth and market share: Stars, Cash Cows, Question Marks, and Dogs.
Competitive Advantage: A condition or circumstance that puts a company in a favorable or superior business position relative to its competitors.
Competitive Strategies: Approaches organizations use to gain a market advantage, including cost leadership, differentiation, operational effectiveness, and customer relationship management.
Corporate Strategy: The overall scope and direction of an organization and the way in which its various business operations work together to achieve particular goals.
Cost Leadership: A competitive strategy where a company aims to become the lowest-cost producer in its industry while maintaining acceptable quality standards.
Differentiation: A marketing strategy that aims to distinguish a company’s products or services from others available in the market to make it more attractive to a particular target market.
Diversification: A growth strategy involving entering new markets with new products or services.
High-Performing Business: Organizations that consistently outperform their competitors by excelling in areas such as strategic focus, operational efficiency, customer satisfaction, and employee empowerment.
Key Performance Indicators (KPIs): Quantifiable metrics used to evaluate the success of an organization, employee, or project in meeting objectives for performance.
Market Development: A growth strategy that involves selling existing products to new markets or customer segments.
Market Penetration: A growth strategy focused on selling existing products to existing markets, often through increased marketing efforts or competitive pricing.
Marketing Objectives: Specific, measurable goals that a company aims to achieve through its marketing efforts, typically aligned with broader organizational goals.
Marketing Planning: The process of creating a detailed roadmap for an organization’s marketing activities, typically including situation analysis, goal setting, strategy formulation, and tactics development.
Marketing Strategy: A subset of strategic planning focused on identifying and executing initiatives to attract and retain customers, support organizational goals, and establish a competitive edge
Product Development: A growth strategy that involves creating new products or services for existing markets.
Situation Analysis: A comprehensive examination of an organization’s internal and external environment to inform strategic decision-making.
SMART Objectives: A framework for setting goals that are Specific, Measurable, Achievable, Relevant, and Time-bound.
Strategic Planning: A comprehensive process that defines an organization’s long-term goals and outlines the steps to achieve them, aligning resources and efforts across all levels.
Sustainable Competitive Advantage (SCA): The unique, long-term advantage a company holds over its competitors, built on distinctive resources or capabilities that are difficult to replicate.
SWOT Analysis: A framework for assessing an organization’s Strengths, Weaknesses, Opportunities, and Threats to inform strategic decision-making.
- Lynch, A. (2024, November 15). Hotels & hollywood. STAY Magazine, (Fall 2024), 58–66. https://www.staymagazine.ca/articles/hotels-hollywood ↵
