Otel işletmelerinde ürün stratejisi, Antalya yöresindeki beş yıldızlı bir otel işletmesinde uygulama /
Yazar: FATMA KURCAN
Danışman: Y.DOÇ.DR. SERDAR TETİK
Akdeniz Üniversitesi / Sosyal Bilimler Enstitüsü / Turizm İşletmeciliği Ana Bilim Dalı
Derece: Yüksek Lisans, 1996
Konu: Turizm = Tourism ; İşletme = Business Administration
Dizin: Beş yıldızlı oteller = Five star hotels ; Pazarlama = Marketing ; Planlama = Planning ; Strateji = Strategy ; Stratejik planlama = Strategic planning ; Ürün geliştirme = Product development

Özet:
128 SUMMARY In this study, it has been tried that how product strategy is deter mined and while it is done what factors are taken into consideration. Chapter 1 relates hotel management and product, strategy and planning concepts in hotels. In chapter 2 strategic marketing planning and product strategy in hotels. In chapter 3 a practice in the five star hotel in Antalya. Marketing is providing products designed to meet the needs and wants of target markets and arranging for pricing, distribution, pro motion. Faced with environmental turbulence levels that are higher than ever before, an hotel must plan its marketing more strategically. Strategic marketing planning is the managerial process of deve loping and maintaining an optimal fit between the deployment of an organisation's resources and the opportunities in its changing environ ment. Hotels need an effective marketing strategies. Developing a mar keting strategy that consists of two major steps: 1. The selection of a target market and 2. The development of marketing mix strategies to satisfy the needs of that target market. Getting the product right is the most important activity of marke ting. Product strategy permits decisions to be reached on the product mix to be used. Successful product management requires a sound understan ding of market conditions. For selecting product strategy scientific129 techniques must be employed. Some of these are the growth-share matrix, product-market matrix and product life cycle concept. All product have finite lives. Products go through four basic stages in their life span: introduction, growth, maturity, decline. The product life cycle shows how profit decay during the maturity and decline stages. Maintenance of satisfactory profit performance requires new products to replace old. The research in the five star hotel in Antalya is shown that;. Strategic marketing planning is done in the hotel.. Product mix of hotel: 204 rooms varying in size all with spec tacular sea views and balconies. All rooms are equipped with satellite TV, private safe, mini-bar and 24 hours room service. Restaurant and four bars, two meeting rooms, the health centre with its Turkish bath, sauna, Jacuzzi, solarium, massage, exer cise machine, water sports, tennis court, swimming pool, private beach.. Target markets of hotel: German, Turkish, Israeli, Russian, Jordanian, age: 45-55, upper class and businessmen.. Scientific techniques is not employed for selecting product strategy.. Product life cycle concept is not employed.. Developing new product strategy is not employed.. Market development strategy and market penetration strategy have been selected.

Abstract:
128 SUMMARY In this study, it has been tried that how product strategy is deter mined and while it is done what factors are taken into consideration. Chapter 1 relates hotel management and product, strategy and planning concepts in hotels. In chapter 2 strategic marketing planning and product strategy in hotels. In chapter 3 a practice in the five star hotel in Antalya. Marketing is providing products designed to meet the needs and wants of target markets and arranging for pricing, distribution, pro motion. Faced with environmental turbulence levels that are higher than ever before, an hotel must plan its marketing more strategically. Strategic marketing planning is the managerial process of deve loping and maintaining an optimal fit between the deployment of an organisation's resources and the opportunities in its changing environ ment. Hotels need an effective marketing strategies. Developing a mar keting strategy that consists of two major steps: 1. The selection of a target market and 2. The development of marketing mix strategies to satisfy the needs of that target market. Getting the product right is the most important activity of marke ting. Product strategy permits decisions to be reached on the product mix to be used. Successful product management requires a sound understan ding of market conditions. For selecting product strategy scientific129 techniques must be employed. Some of these are the growth-share matrix, product-market matrix and product life cycle concept. All product have finite lives. Products go through four basic stages in their life span: introduction, growth, maturity, decline. The product life cycle shows how profit decay during the maturity and decline stages. Maintenance of satisfactory profit performance requires new products to replace old. The research in the five star hotel in Antalya is shown that;. Strategic marketing planning is done in the hotel.. Product mix of hotel: 204 rooms varying in size all with spec tacular sea views and balconies. All rooms are equipped with satellite TV, private safe, mini-bar and 24 hours room service. Restaurant and four bars, two meeting rooms, the health centre with its Turkish bath, sauna, Jacuzzi, solarium, massage, exer cise machine, water sports, tennis court, swimming pool, private beach.. Target markets of hotel: German, Turkish, Israeli, Russian, Jordanian, age: 45-55, upper class and businessmen.. Scientific techniques is not employed for selecting product strategy.. Product life cycle concept is not employed.. Developing new product strategy is not employed.. Market development strategy and market penetration strategy have been selected.