Question

Assume that you are hired in a marketing manager position at a hotel. You are supposed to develop a marketing positioning statement and communicate it with all employees so that they can understand organizational marketing directions. There is no precedented work about a marketing strategy, and sooner or later, you need to start with the work. How can you lead to develop the positioning statement? Explain the process of developing the statement from the beginning (NOT about just making the statement).

Answer 1

Answer:

I am hired in a marketing manager position at a hotel and I am supposed to develop a marketing positioning statement as below

The process for development of marketing positioning statement for hotel: We will follow the below recommended process for creating the marketing positioning statement for the hotel as below

· We will understand the vision of the hotel business; this will give us high level and long term business direction for the hotel business.

· We will understand the mission of the hotel business, this will also give us high level hotel business understanding and commitments.

· We will go through all the legal compliance and regulations that are necessary for our hotel business in that region so that we get good understanding of legal requirements and we will consider it as a good input in marketing statement.

· We will understand the marketing strategy and policy of our hotel business, as this will be the key input for developing our marketing positioning statement for our hotel business.

· We will take feedback of key stakeholders like MD, CEO, Marketing Directors, marketing department, Cross functional inputs etc.

· Then we will develop the marketing positioning statement along with the marketing team and will get is reviewed and approved by the senior management team.  

Marketing Positioning Statement for the Hotel:

· Creating a promising brand image of our hotel to influences target consumers positively.

This is the appropriate marketing positioning statement for our hotel business based on the vision, mission, strategy, legal inputs and feedbacks from key stakeholders. This statement will be able to drive the right direction for marketing programs for our hotel business.

We will be communicating this marketing positioning statement to all of the employees in the hotel organization so that they get good understanding of this statement and they can act in order to achieve the objective of this marketing positioning statement. This communication will help them to provide right direction for the marketing approaches and programs.