Ruch po macierzy Ansoffa jako droga rozwoju międzynarodowych systemów hotelowych
Movement on Ansoff’s matrix as the development path of international hotel systems

Summary/Abstract: International hotel systems represent an interesting research subject matter. The place they occupy on the hospitality market results from their taking advantage of innovative solutions and marketing orientation, i.e. as it has been emphasized by P. Drucker, two fundamental planes of business ventures. The purpose of the conducted research is the strategy identification product – market included in an original and extended concept by H.I. Ansoff transferred into the sphere of solutions in hospitality industry. Gaining competitive advantage by the largest international hotel systems results from economies of scale, economies of scope and effect of learning. Websites of selected systems, articles in professional journals about tourism and hospitality industry and publications discussing marketing strategies constituted the source of information. The specific nature of hotel systems functioning was emphasized, with precise qualification of solutions for market penetration, product development, market development and diversification pose some problems. The activities carried out by facilities functioning on a global scale become the source of knowledge and inspiration for smaller systems and facilities operating independently. They set certain trends also acting as a leader in the speed of response to new tendencies occurring on the tourist market. Loyalty programs, implementing new technologies, creating new hotel brands addressed to the identified market segments, opening hotels in other countries, expanding business in vertical and horizontal scale play a very important role in the analysed systems. The development of hotel systems is connected with using franchise agreements and management contracts.

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