Next Year Marketing Plan
Upcoming SlideShare
Loading in...5
×
 

Next Year Marketing Plan

on

  • 5,265 views

 

Statistics

Views

Total Views
5,265
Slideshare-icon Views on SlideShare
5,251
Embed Views
14

Actions

Likes
0
Downloads
105
Comments
0

2 Embeds 14

http://192.168.6.179 10
http://www.slideshare.net 4

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Next Year Marketing Plan Next Year Marketing Plan Presentation Transcript

    • Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
      Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
      1
      Chapter 19Next Year’s Marketing Plan
      The marketing department should operate with direction and be proactive. A new marketing plan must be written each year.
    • Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
      Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
      2
      A marketing plan serves several purposes within any hospitality company:
      Provides a road map for all marketing activities of the firm for the next year
      Ensures that marketing activities are in agreement with the corporate strategic plan
      Forces marketing managers to review and think through objectively all steps in the marketing process
      Assists in the budgeting process to match resources with marketing objectives
      Creates a process to monitor actual against expected results.
    • Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
      Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
      3
      A Marketing Plan
      I. Executive summary
      II.  Corporate connection
      III.  Environmental analysis and forecasting
      IV.  Segmentation and targeting
      V.  Next year’s objectives and quotas,
      VI.  Action plans: strategies and tactics
      VII.  Resources needed to support strategies and meet objectives,
      VIII.  Marketing control
      IX.  Presenting and selling the plan,
      X.  Preparing for the future
    • Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
      Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
      4
      Overview of the entire plan, including a description of the product or service, the differential advantage, the required investment, and anticipated sales and profits.
      Table of Contents
      Executive Summary
    • Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
      Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
      5
      Corporate Connection
      A marketing plan is not a stand-alone tool. It must be linked to the firm’s strategic plan and supported by the other functional areas.
    • Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
      Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
      6
      Environmental Analysis and Forecasting
      Major environmental factors:
      Social
      Political
      Economic trends
      Competitive Analysis
      Market Trends
      Market Potential
      Market Research
    • Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
      Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
      7
      Segmenting and Targeting
      Describe your target market segment in detail by using demographics, psychographic, geographic, life-style, or whatever segmentation is appropriate. Why is this your target market. How large is it? (Size may be described by both geographic dimensions and actual numbers).
    • Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
      Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
      8
      Next Year’s Objectives and Quotas
      Give the overall marketing goals of the firm. State precisely the marketing objectives in terms of sales volume, market share, return on investment, awareness, or other measurement and indicate the time needed to achieve each one.
    • Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
      Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
      9
      Action Plans: Strategies & Tactics
      • Consider the alternatives for overall strategy, chose those alternatives which you think are most appropriate.
    • Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
      Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
      10
      Action Plans: Strategies & Tactics
      State how you will implement the marketing strategy (s) chosen in terms of product, price, promotion, distribution, and other tactical variables. The tactical section will become your action plan. It should be specific, include times, persons responsible, and other details. Someone new to the business should be able to pick up the action plan and implement it, because it states clearly and precisely what is to be done. Any potential problem areas with the implementation of the plan should be mentioned, along with suggestions on to avoid them.
    • Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
      Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
      11
      Resources needed to support strategies and meet objectives
      Compute sales increases and contribution margins to justify your marketing plan. These will be compared with a detailed budget for the marketing plan.
    • Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
      Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
      12
      Marketing Control
      Sales objectives
      Sales forecast and quotas
      Expenditures against budget
      Periodic evaluation of all marketing objectives
      Marketing activity timetable
      Readjustments to the marketing plan
    • Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
      Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
      13
      Presenting and Selling the Plan
      Members of marketing/sales department
      Vendors/ad agencies
      and others
      Top management
    • Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
      Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
      14
      Preparing for the Future
      Market planning as a growth tool
      Managers learn to set objectives and timetables
      Managers learn to establish strategies and develop tactics to achieve them