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COMPETITIVE STRATEGY AND STRATEGIC DIRECTION FOR TOURISM, HOSPITALITY AND…

- - - - Creating products which are superior to competitors by virtue of design, technology, performance, etc
      - Offering a superior level of service
      - Having access to superior distribution channels
      - Creating a strong brand name through design, innovation, advertising, loyalty programmes and public
        relations.
      - Distinctive or superior product promotion
  - - - Focusing on a particular group of buyers
      - Specializing in particular geographic destinations
      - Catering for the benefits sought by a particular group of buyers or a particular product
- - - - equip a business with the ability to enter and successfully compete in several markets
      - add greater perceived customer value to the business’s products and services than that perceived in
        competitor’s products
      - be difficult for competitors to imitate
    - - Architecture, reputation, innovation, strategic assets