Providing a model for marketing strategy and planning (Case study: Homa Hotels Group)

In this article, while reviewing the latest concepts and findings in the field of marketing strategy, a model for developing a marketing strategy is introduced. Most views on marketing are short-sighted and reduce it to a tactical tool, while marketing goes far beyond tactics. In addition to engaging in tactical activities such as sales and promotion, marketing also includes strategic analysis and planning, which provides the infrastructure for the success of tactical elements. The marketing strategy formulation model in this research is based on Alexander Cherno model and has five key aspects which are: identifying and selecting target customers, determining the expected value of target customers, determining the expected value of the company, determining the expected value of the partner, identifying and Determining a sustainable competitive advantage. This research is in the scope of applied research in terms of purpose and library study methods as well as field methods such as questionnaires have been used, and in terms of nature and method, it is a descriptive survey research. Based on this, a case study was conducted to formulate the marketing strategies of Homa Hotels Group in the first half of 1400.