The Hotel Industry in Spain
Tunde Lukacs
09b3
Marketing Economist
International Business Academy
Kolding, Denmark
AuthorTünde Lukács | SubjectAP Degree Thesis | Date to hand in10th of August | | Number of characters (incl. space)124.998 | LanguageEnglish | TitleAttracting new customers | SubtitleHow can the possible Nordic customers boost the income of the hotel? | SchoolInternational Business Academy, Kolding, Denmark | Study programmePA Degree in Marketing Economics | Project SupervisorIvan Hassingaard | Signature of the AuthorTunde Lukacs Carl Plougs vej,122.1.tv ___________________________________6000, Kolding, Denmark |
Table of contents
Chapter 1 - Introduction 6 1.1 The hospitality industry 6 1.2 The hospitality industry in Tenerife 7 1.3 Introduction of the company 9 Chapter 2 – Problem proposal 12 Chapter 3 Methodology 15 Limitations 16 Sub-conclusion 16 Chapter 4 –What does the Quality Department involve at Sol Princesa Dácil? 17 1. The internal customer 17 1.1 Organizational structure of Sol Princesa Dácil Hotel 18 1.2 Organizational culture 19 1.3 Anaysis of the survey made for the employees 22 2. The hotel’s guests, clients 24 2.1 Market segmentation and target marketing 26 2.2 COM model for the Scandinavian market 27 2.3 Sub-conclusion 29 Chapter 5 – Theoretical background 31 Internal analysis 31 1. BCG matrix 31 2. Porter’s generic strategy 33 3. Value reference model (VRM) 34 3.1 Research and development: 35 3.2 Design: 36 3.3 Production: 37 3.4 Marketing and sales: 37 3.5 Services: 38 3.6 Distribution: 40 3.7 Sub-conclusion 43 External analyse 44 1. Porter 's Diamond 44 1.1 Factor conditions 44 1.2 Home demand conditions 45 1.3 Firm Strategy, Structure, and Rivalry 46 1.4 Related and Supporting Industries 46 2. Porter’s 5 forces 46 2.1 Threat of new entrants- entry barrier 47 2.2 Threat of substitutes 48 2.3 Bargaining power
09b3
Marketing Economist
International Business Academy
Kolding, Denmark
AuthorTünde Lukács | SubjectAP Degree Thesis | Date to hand in10th of August | | Number of characters (incl. space)124.998 | LanguageEnglish | TitleAttracting new customers | SubtitleHow can the possible Nordic customers boost the income of the hotel? | SchoolInternational Business Academy, Kolding, Denmark | Study programmePA Degree in Marketing Economics | Project SupervisorIvan Hassingaard | Signature of the AuthorTunde Lukacs Carl Plougs vej,122.1.tv ___________________________________6000, Kolding, Denmark |
Table of contents
Chapter 1 - Introduction 6 1.1 The hospitality industry 6 1.2 The hospitality industry in Tenerife 7 1.3 Introduction of the company 9 Chapter 2 – Problem proposal 12 Chapter 3 Methodology 15 Limitations 16 Sub-conclusion 16 Chapter 4 –What does the Quality Department involve at Sol Princesa Dácil? 17 1. The internal customer 17 1.1 Organizational structure of Sol Princesa Dácil Hotel 18 1.2 Organizational culture 19 1.3 Anaysis of the survey made for the employees 22 2. The hotel’s guests, clients 24 2.1 Market segmentation and target marketing 26 2.2 COM model for the Scandinavian market 27 2.3 Sub-conclusion 29 Chapter 5 – Theoretical background 31 Internal analysis 31 1. BCG matrix 31 2. Porter’s generic strategy 33 3. Value reference model (VRM) 34 3.1 Research and development: 35 3.2 Design: 36 3.3 Production: 37 3.4 Marketing and sales: 37 3.5 Services: 38 3.6 Distribution: 40 3.7 Sub-conclusion 43 External analyse 44 1. Porter 's Diamond 44 1.1 Factor conditions 44 1.2 Home demand conditions 45 1.3 Firm Strategy, Structure, and Rivalry 46 1.4 Related and Supporting Industries 46 2. Porter’s 5 forces 46 2.1 Threat of new entrants- entry barrier 47 2.2 Threat of substitutes 48 2.3 Bargaining power
Bibliography: * Jagdish Bhagwati (2004): In defense of globalization, first edition, Oxford University Press, New York * Anthony Giddens, Patrick Diamond and Roger Liddle (2006): Global Europe, Social Europe, first edition, Polity Press, Cambridge * Global Communication (2008): Compendium on Culture Studies, The IBA Kolding * Doing business internationally – by Danielle Medina Walker, Thomas D