Enhance the ability of knowledge in the marketing plan

1. MARKETING PLAN

2. 3 KEY ELEMENTSTO A SUCCESSFUL
MARKETING PLAN
It is workable
It is realistic and
flexible
It has
measurable and
achievable goals

3. PURPOSE OF A
MARKETING PLAN
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
Assist in the budgeting process to match resources
with marketing objectives
Creates a process to monitor actual against expected
results

4. MARKETING PLAN SECTIONS
I. Executive Summary
II. Company Description
III. Strategic Focus and Plan
IV. SituationAnalysis
V. Market – Product Focus
VI. Marketing Program
VII. Financial Data and Projections
VIII. Organization
IX. Implementation
X. Evaluation

5. I. EXECUTIVE SUMMARY
Write it for top executives Limit the pages to between
two and four
Use short sentences and
paragraphs. Avoid using
words that are unlikely to be
understood
Organize the summary as
follows: describe next year’s
objectives in quantitative
terms; briefly describe
marketing strategies to meet
goals and objectives,
including a description of
target markets; describe
expected results by quarter;
identify the dollar costs
necessary, as well as key
resources needed
Read and reread the
executive summary several
times. Modify and change the
summary until it flows well, is
easily read, and conveys the
central message of the
marketing plan

6. II. COMPANY DESCRIPTION
Describes what the
organization does
Highlight recent
history
Highlight recent
success

7. III. STRATEGIC FOCUS
AND PLAN
Identifies:
Core Competencies – what
you do
Competitive Advantage –
how you do it better
Identifies both financial and non-
financial goals
Communicates Mission andVision
Mission Statement – what
you want to accomplish
Vision Statement – how
you will accomplish it

8. IV. SITUATION
ANALYSIS
 Analyze where you were, are and are going
 SWOT ANALYSIS
 STRENGTHS
 WEAKNESSES
 OPPORTUNITIES
 THREATS
 INDUSTRY,COMPETITION, COMPANY AND CUSTOMER
ANALYSIS (visitor trends)
 ENVIRONMENTAL ANALSIS AND FORECASTING
 SOCIAL
 POLITICAL
 ECONOMIC
• MARKET POTENTIAL 9should be viewed aa the total
available demand for a hospitality product within a particular
geographic market at a given price)

9. V. MARKET-
PRODUCT FOCUS
Set objectives
Identify target markets
Identify points of difference
Positioning

10. VI. MARKETING
PROGRAM
Includes the following elements:
PRODUCT (features,
brand name,
packaging, services,
warranties
PRICE (list price,
discounts, credit terms,
payment period)
PROMOTION
(advertising, personal
selling, Sales
Promotions, Publicity,
online marketing)
PLACE (outlets,
channels, coverage,
transportation, stock
level)
Identify the marketing mix
strategy

11. VII. FINANCIAL DATA
AND PROJECTIONS
Past and present data
Revenue and expenses

12. VIII.
ORGANIZATION
ORGANIZATIONAL CHART OF
MANAGEMENT STRUCTURE
BOTHCURRENT AND
POTENTIAL POSITIONS

13. IX. IMPLEMENTATION
PLAN
How will
company turn
plans into results
Details for
strategies

14. X. EVALUATION
Compares results with goal
Determine if there are
successes
Makes any deviation
necessary