Marketing & sales for the hospitality industry the established policy is implemented (operational). Depending on the size of the business, he works almost on a daily basis on the execution of the day-to-day work. The entrepreneur/manager generates market analyses. Description The hospitality/bakery entrepreneur generates market analyses. He maps (potential) guests/customers, (purchasing) behaviour of the target groups and competitors. He uses information about political, legal, demographic and social developments to map the future situation. He uses this analysis to assess threats and opportunities for the organisation. He points out opportunities for improvement and formulates proposals for improving the market position and turnover of the business. Result A continuous realistic picture of the current and future market situation and opportunities and threats for the business. Behaviour • Collects information from various sources about guests/customers, competitors and important developments and innovations in the hospitality industry, determines the importance of this for the business and analyses the information. • Continues to follow the market and identifies the (financial) threats and opportunities for the company. • Writes concise and logically structured proposals for improvement actions, investments and/or innovations. • The underlying competences are: Analytical, entrepreneurial and commercially operating, formulating and reporting. The entrepreneur/manager carries out commercial activities Description The hospitality/bakery entrepreneur profiles himself positively within his network and positively promotes and presents the business in different ways. He uses various activities to ensure the name recognition of the business. He maintains relevant information through various media. He keeps up to date on the activities and developments at suppliers and fellow competitors. On the basis of information obtained and initiatives of employees, he takes promotional-related decisions such as placing an advert, dispersing promotional leaflets, vouchers, press releases, having an own website, webvertising, industry fairs, etc. He discusses decisions with employees and carries out improvement proposals in the business processes. Result Substantiated proposals and decisions on improvement actions to be implemented, investments, new production methods or products in order to improve the market position, image and name recognition of the business.124
Chapter 4 | Supply-side analysis of the hospitality market 125
Marketing & sales for the hospitality industry 4.7 | Questions about the chapter 1 In the hospitality industry we (also) speak of the market for ‘demanders’ and ‘suppliers’. What do we mean by this? 2 Name the four theoretical supply situations and explain these using an example. 1 2 3 4 3 How should a business deal with competition? Porter distinguishes three basis points for making the most of a competitive advantage. What are they? 4 The hospitality entrepreneur will have to do research on different levels. What is the difference between an analysis of the macro environment and an analysis of the meso environment? Analysis macro environment: Analysis meso environment:126
Chapter 4 | Supply-side analysis of the hospitality market5 The hospitality entrepreneur can assess the competition on the basis of five points: 1 2 3 4 56 What stimuli influence a consumer’s behaviour? 127
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