Marketing iberostar

ÍNDEX

HISTORY.................................................................................................................................................. 4 PRODUCT/SERVICE MIX .......................................................................................................................... 4         IN SPAIN:..................................................................................................................................... 4 IN THE MEDITERRANEAN:............................................................................................................ 5 IN AMERICA:................................................................................................................................ 5 CONVENTIONS:........................................................................................................................... 5 INCENTIVES: ................................................................................................................................ 5 EVENTS: ...................................................................................................................................... 5 WEDDING,RENEWAL OF VOWS AND BANQUETS......................................................................... 5 HONEYMOON TRAVEL ................................................................................................................. 6

CUSTOMERS: .......................................................................................................................................... 7BUSINESS AREAS: .................................................................................................................................... 7 MARKET:................................................................................................................................................. 8 OPERATIONALMETHOD.......................................................................................................................... 9   ORGANISATION ........................................................................................................................... 9 ORGANIZATION CHART................................................................................................................ 9

Strategic intent (3-5 years).....................................................................................................................13 Portfolio analysis .................................................................................................................................16 Generic strategies ...............................................................................................................................17    ExpandStrategic.........................................................................................................................17 Brand Strategic ...........................................................................................................................17 DistributionStrategic..................................................................................................................17

Core business.........................................................................................................................................17 Core competences (capabilities) ............................................................................................................17 Philosophy andvalues............................................................................................................................18 MISSION ................................................................................................................................................18 PROFITABILITY .......................................................................................................................................19 LIQUIDITY...