1. Pick The Right Battle
1.1. Business Canvas Model
1.1.1. Market
1.1.1.1. Case Study: Hoiana
1.1.1.1.1. STP Model
1.1.2. Product Offering
1.1.2.1. Case Study: Novotel
1.1.2.1.1. Problem
1.1.2.1.2. Cost Structure
1.1.2.1.3. Distribution Channels (accessible)
2. Mindset reset
2.1. WHY HOW WHAT model
2.1.1. Hospitality mindset to apply
2.1.1.1. Case Study: Hotel - Ritz Carlton + Minor Hotels
2.1.1.1.1. Brand's WHY
2.1.1.1.2. HOW to make customers believe
2.1.1.1.3. WHAT the brand does
2.1.2. The MKT mindset to apply
2.1.2.1. Case Study: Destination - Iceland
2.1.2.1.1. MKT's WHY
2.1.2.1.2. HOW to be
2.1.2.1.3. WHAT the marketer does
3. See the big picture
3.1. SWOT
3.1.1. Case Study: Grand Mercure
3.1.1.1. Micro Environment
3.1.1.1.1. Strengths & Weaknesses
3.1.1.2. Macro Environment
3.1.1.2.1. Opportunities & Threats
3.2. Business Strategy
3.2.1. Case Study: Disney
3.2.1.1. Target 1
3.2.1.1.1. Problem 1
3.2.1.2. Target 2
3.2.1.2.1. Problem 2
3.2.1.3. Target 3
3.2.1.3.1. Problem 3
3.2.1.4. Balanced Scorecard
3.2.1.4.1. Finance
3.2.1.4.2. Customers
3.2.1.4.3. Internal
3.2.1.4.4. Innovation