USE SOME MATRIXES TO SELECT THE STRATEGY OF PRODUCTS DEVELOPMENT OF HOTEL MUONG THANH LUXURY QUANG NINH

Abstract

To improve competitiveness and attract customers, hotels that reopen when the tourism industry recovers must develop strategic orientations for product and service development. This article focuses on analyzing the internal and external environment factors in order to clarify the competitive advantages and attractiveness of the market as a foundation for selecting appropriate product and service development strategies for Muong Thanh Luxury Quang Ninh in the period 2022-2025. Secondary data collection methods  as well as primary data collection from in-depth interviews with 20 experts were used. These data were processed, analyzed and established IFE, EFE matrix to evaluate the score of environmental factors. Simultaneously, the General Electric Mc Kinsey matrix was used to determine the product and service development strategy. From there, the author concludes that a selective investment and development strategy, as well as a competitive strategy based on product and service differentiation, are appropriate in order to attract customers, recover, and develop business activities for Muong Thanh Luxury Quang Ninh.