Sheraton hotel Abu Dhabi is characterized by an ever greater concentration of units into corporate holdings. Now, more than ever, these corporations have to formulate logical plans to guide them into the future.
They require а strategy to guide and direct the organization. What then is strategic marketing planning? To understand this, it is important to identify the concepts behind marketing planning. Strategic planning is rarely discussed in journals applied to the hospitality industry. Marketing is ‘providing-on а timely basis-products designed to meet the needs and wants of target markets, and arranging for pricing, distribution, promotion and post sale service’ (Reuters pp.37).