Strategic Positioning

Choosing the correct market position or repositioning your business to guarantee a future return on investment requires a full understanding of the industry and marketplace in which your organisation competes and setting realistic goals for your return on investment.

At Tifco Hotel Group we analyse both the external and internal factors that can impact on your organisation.

Continuous analysis of the external factors influencing the market place facilitate organisations to maximise shareholder wealth by being poised to take advantage of opportunities that might arise whilst also anticipating potential crisis and deploying corrective actions to limit any potential loss of revenues.

The internal analysis of the organisation ensures that the strategic position employed by the organisation to generate its competitive strategy to ensure maximisation of shareholder wealth is implemented in full. The auditing and benchmarking practices that are engaged in the internal analysis should deliver value results and be in line with the organisations strategy.

The process for strategic positioning / repositioning

External Analysis
Industry and environmental analysis.

Market Segmentation
What market segments and why?

Company overview and situational analysis
Internal company audit, benchmarking and reporting. Assessment of existing practices and what value do they add to the organisation.
Assessment of the organisational culture

Findings and Recommendations
List and discuss the alternatives that were considered before arriving at the recommended strategy. Alternatives might include discontinuing a product, re-branding, positioning as a premium or value product, etc.

Selected Marketing Strategy
Discuss why the strategy was selected, then the marketing mix decisions product, price, promotion etc.

Product
The product decisions should consider the product's advantages and how they will be leveraged. Product decisions may include brand name, quality, packaging

Price
Discuss pricing strategy,

Distribution (Place)
Distribution channels selected - direct, retail, distributors & intermediates

Promotion
Promotional activities, including how much and which media desired outcome

Short & Long-Term Projections
What will be the expected short term or long-term results, market outcomes, financial outcomes etc.

© 2014 Tifco Hotel Group
  • 31 Northwood Court,  Northwood Park, Santry, Dublin 9, Ireland
  • Phone: +353 1 862 9000
  • Fax: +353 1 862 9001
  • Email: info@tifcohotels.ie

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