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Marketing Planning OP 09
Marketing Planning OP 09
Marketing Planning OP 09
Marketing Planning OP 09
Marketing Planning OP 09
Marketing Planning OP 09
Marketing Planning OP 09
Marketing Planning OP 09
Marketing Planning OP 09
Marketing Planning OP 09
Marketing Planning OP 09
Marketing Planning OP 09
Marketing Planning OP 09
Marketing Planning OP 09
Marketing Planning OP 09
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Marketing Planning OP 09

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http://wikieducator.org/Travel_and_Tourism

http://wikieducator.org/Travel_and_Tourism

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  • 1. Marketing Planning How to Develop a Practical Marketing Plan Tourism Enterprises Hillary Jenkins, Otago Polytechnic 2008
  • 2. + Tourism Enterprises http://flickr.com/photos/ahron/215288622/in/photostream Marketing Planning How to Develop a Practical Marketing Plan
  • 3. Market Planning <ul><li>Planning for the future helps ensure there is one </li></ul><ul><li>What every organisation should be asking </li></ul><ul><li>Where are we now? </li></ul><ul><li>Where should we be or do we want to be? </li></ul><ul><li>How do we get there </li></ul>
  • 4. ‘ Why Plan? <ul><li>Provides clear set of actions </li></ul><ul><li>Helps establish priorities </li></ul><ul><li>Action prompt for others </li></ul><ul><li>Sets measurable goals </li></ul><ul><li>Helps with budgeting </li></ul><ul><li>Sells new and innovative products </li></ul><ul><li>Gives the organisation continuity </li></ul><ul><li>Test against overall organisations strategy </li></ul><ul><li>Provides a sense of control </li></ul>
  • 5. Key Elements <ul><ul><ul><ul><li>1. Statement of Purpose </li></ul></ul></ul></ul><ul><ul><ul><ul><li>2. Situation Analysis </li></ul></ul></ul></ul><ul><ul><ul><ul><li>3. Marketing & Organisations Objectives </li></ul></ul></ul></ul><ul><ul><ul><ul><li>4. Overall Marketing Strategy </li></ul></ul></ul></ul><ul><ul><ul><ul><li>5. Marketing Mix Tactics </li></ul></ul></ul></ul><ul><ul><ul><ul><li>6. Market Research Program </li></ul></ul></ul></ul><ul><ul><ul><ul><li>7. Financials </li></ul></ul></ul></ul><ul><ul><ul><ul><li>8. Timing </li></ul></ul></ul></ul><ul><ul><ul><ul><li>9. Measuring Results </li></ul></ul></ul></ul><ul><ul><ul><ul><li>10. Appendices </li></ul></ul></ul></ul>
  • 6. <ul><ul><li>The Organisation </li></ul></ul><ul><ul><li>Target Markets (Segments) </li></ul></ul><ul><ul><li>Customers needs and wants </li></ul></ul><ul><ul><li>Key factors for success </li></ul></ul><ul><ul><li>Competitor analysis </li></ul></ul><ul><ul><li>Market trends </li></ul></ul><ul><ul><ul><li>Social </li></ul></ul></ul><ul><ul><ul><li>Environmental </li></ul></ul></ul><ul><ul><ul><li>Economic </li></ul></ul></ul><ul><ul><ul><li>Regulatory </li></ul></ul></ul><ul><ul><li>SWOT </li></ul></ul><ul><ul><ul><li>Strengths & Weaknesses </li></ul></ul></ul><ul><ul><ul><li>Opportunities & Threats </li></ul></ul></ul><ul><ul><ul><li>Assumptions </li></ul></ul></ul><ul><ul><ul><li>Key issues </li></ul></ul></ul>2. Situation Analysis “ Where are we now?”
  • 7. 3. Objectives <ul><li>12 months </li></ul><ul><li>5 years (longer term) </li></ul><ul><li>Should be: </li></ul><ul><ul><li>written </li></ul></ul><ul><ul><li>specific </li></ul></ul><ul><ul><li>time bounded </li></ul></ul><ul><ul><li>measurable </li></ul></ul><ul><ul><li>believable and achievable </li></ul></ul><ul><li>Shorter term objectives should dovetail into longer term objectives </li></ul>
  • 8. 4. Marketing Strategy/ies <ul><li>How will we get there generally </li></ul><ul><ul><li>Product strategies eg. </li></ul></ul><ul><ul><ul><ul><li>new markets/segments for existing products </li></ul></ul></ul></ul><ul><ul><ul><ul><li>core business </li></ul></ul></ul></ul><ul><ul><ul><ul><li>new products for existing market </li></ul></ul></ul></ul><ul><ul><ul><ul><li>totally new product </li></ul></ul></ul></ul><ul><ul><li>Product mix strategies eg. </li></ul></ul><ul><ul><ul><ul><li>products/services that always sell well </li></ul></ul></ul></ul><ul><ul><ul><ul><li>products or services that are currently experiencing high uptake </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Products or services where demand has gone </li></ul></ul></ul></ul><ul><ul><li>Positioning Strategy eg. price </li></ul></ul><ul><ul><ul><ul><li>cheapest </li></ul></ul></ul></ul><ul><ul><ul><ul><li>most expensive </li></ul></ul></ul></ul><ul><ul><ul><ul><li>best value for money </li></ul></ul></ul></ul><ul><ul><ul><ul><li>middle of the road </li></ul></ul></ul></ul><ul><ul><li>Competitive </li></ul></ul><ul><ul><ul><ul><li>Cost leadership </li></ul></ul></ul></ul><ul><ul><ul><ul><li>focus </li></ul></ul></ul></ul><ul><ul><ul><ul><li>differentiation </li></ul></ul></ul></ul>
  • 9. 5. Tactics <ul><li>“ How will we get there specifically ” </li></ul><ul><ul><li>Product </li></ul></ul><ul><ul><li>Price </li></ul></ul><ul><ul><li>Promotion </li></ul></ul><ul><ul><ul><ul><li>Advertising (include Internet) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Direct marketing eg. mail order </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Sales Promotion </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Personal Selling </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Publicity </li></ul></ul></ul></ul><ul><ul><ul><ul><li>PR (incl. Sponsorship) </li></ul></ul></ul></ul><ul><ul><ul><li>Message </li></ul></ul></ul><ul><ul><ul><li>Media </li></ul></ul></ul><ul><ul><li>(Place) Distribution </li></ul></ul>
  • 10. 6. Market Research “What information do we need?” <ul><ul><li>Customer Feedback </li></ul></ul><ul><ul><ul><li>Awareness </li></ul></ul></ul><ul><ul><ul><li>satisfaction </li></ul></ul></ul><ul><ul><li>Your own organisations performance </li></ul></ul><ul><ul><li>The Market </li></ul></ul><ul><ul><ul><li>Primary </li></ul></ul></ul><ul><ul><ul><li>Secondary </li></ul></ul></ul><ul><li>Research Continually </li></ul><ul><li>Make use of 3rd party research </li></ul><ul><li>Research is time & money well spent! </li></ul>
  • 11. 7. Financials <ul><li>Marketing Budget </li></ul><ul><li>Previous P & L statements </li></ul><ul><li>Member/Sales forecast </li></ul><ul><li>Cash flow forecast/s </li></ul><ul><li>Projected P & L </li></ul><ul><li>Capital expenditure forecast </li></ul><ul><ul><li>Consider alternative scenarios eg. optimistic, pessimistic, realistic </li></ul></ul>
  • 12. 8. Timing <ul><li>Plan your activities well in advance </li></ul><ul><li>Always look several months ahead and refine/update as you go. Do NOT leave things until the last minute! </li></ul><ul><li>Assign responsibilities </li></ul><ul><li>Time your spending (cash flow) </li></ul><ul><li>Plan for capacity vs sales </li></ul><ul><ul><li>graph </li></ul></ul><ul><ul><li>consider whether it is cost effective to target down-times </li></ul></ul>
  • 13. 9. Measuring Results “How will we know if we got there, and if not, why not?” <ul><li>Record feedback </li></ul><ul><ul><li>‘ Code’ adverts </li></ul></ul><ul><ul><li>Record where people heard about you </li></ul></ul><ul><ul><ul><li>questionnaire </li></ul></ul></ul><ul><ul><ul><li>phone </li></ul></ul></ul><ul><ul><li>encourage feedback </li></ul></ul><ul><li>Measure cost-effectiveness </li></ul><ul><ul><li>consider flow-on effect </li></ul></ul>
  • 14. 10. Appendices <ul><li>Income statement </li></ul><ul><li>Member number growth </li></ul><ul><li>Advertising copy </li></ul><ul><li>Manufacturing/supply cost estimates </li></ul><ul><li>Legal approvals (eg. copyright) </li></ul>
  • 15. Tips <ul><li>Be realistic </li></ul><ul><li>Be consistent </li></ul><ul><li>Be relevant </li></ul><ul><li>Involve all your staff and members (and even some of your best customers!) </li></ul><ul><li>Be flexible </li></ul><ul><li>Read widely </li></ul><ul><li>Be ‘objectives-specific’ </li></ul><ul><li>Use as ‘work-in progress’ </li></ul>

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