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Stowe Shoemaker, PhD229 C.N. Hilton Hotel CollegeHouston, TX ?77204-3028713-743-7371 office713-263-4970 mobilesshoemaker@ Fair Share versus Actual Share What To Do When Get Home Undertake 14 C’s analysis for your property. Questions to ask: “how is your firm using each of the 14 C’s to advance the customer relationship? “What opportunities are available after taking the analysis?” Examine your customers as they move through the purchase cycle. Ask “what are we doing at each stage to move the customer through the cycle?” “what barriers are inhibiting them” etc. What To Do When Get Home Ask, “what are our different customer groups?” “What are our customers really buying?” “What are we doing in operations to provide this?” Give employees the survey you took on how customer friendly organization really is Use results of the survey to implement Rater system in each department What To Do When Get Home Take matrix of competitive advantage and fill in for each department; that is what actions is each department taking to build competitive advantage? * Value Efficiency Quality Innovation Customer Responsive Size Infrastructure Manufacturing RD Marketing Materials Management Human Resources What To Do When Get Home Identify major sources for information on trends impacting your business. Some are listed in class notes, others need to be searched. For instance, here is Food Service Europe and Middle East http://www.digitalflip.de/a4/fse0308/flipviewerxpress.html Once sources have been indentified develop a systematic way to analyze and interpret. Basically, following diagram on next slide. Strategic Marketing for Hotels and Restaurants (c) Stowe Shoemaker, Ph.D * What To Do When Get Home Identify the different segments. For each segment take the customer through buying behavior model. Look for ways to move members through each component. If segments look for different things, how do we make this operational (e.g., t