“A NEXT YEAR MARKETING PLAN” (For a single property operation) Name of Project Plan or Proposal _____________________________________________________________________________ “A quality framework determines the quality of content” Project You are required to prepare a next year marketing plan for a real or imaginary individual hospitality or Tourism company. For this assignment you are required to conduct a market research project. A written research paper and public Power-Point presentation that will make-up the final graded components. Rational of the Project This project will enable you to demonstrate your understanding of the Hospitality and Tourism Marketing concepts and methods that you have learned in this class. This assignment will give you an invaluable opportunity to develop a yearly marketing plan and an understanding into how hospitality managers use marketing concepts and theoretical knowledge in industry/or to a real world situations. In this assignment you will assume that you are the marketing manager or owner of a hospitality property or Tourism entity. The report will be prepared for your general manager/owner or vice president of marketing, bank, or community planning commission. If you are starting from scratch with your entrepreneurial spirit in mind, you may be preparing the plan to acquire a business licence or bank loan for asset budgeting moving forward. In either case a marketing plan that is step by step would be required. Your goal with the project should be innovation, engagement and impact regarding the proposed business strategy and overall plan. The audience should be invited in as a proposed investor or participator in the overall implementation of your idea and marketing plan. Assignment In this assignment you will develop a marketing plan for a new/existing hospitality or tourism business. You can choose a new hotel, a restaurant or any hospitality or tourism business; only that it be somewhat realistic, legal, and of course, profitable! Suggestions include an area that you are interested in, either personally, or as a possible career. You can use your imagination as much as you like. The primary concern of the assignment is to improve your marketing knowledge and ability and get some real engaged experience in writing a marketing plan. In addition this project will provide you with invaluable experience when you enter the real business world. Purpose of a Marketing Plan A marketing plan serves several purposes within any hospitality and tourism 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 about 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. Preparation of a Marketing ...

1. “A NEXT YEAR MARKETING PLAN”
(For a single property operation)
Name of Project Plan or Proposal
_____________________________________________________
________________________
“A quality framework determines the quality of content”
Project
You are required to prepare a next year marketing plan for a
real or imaginary individual hospitality or Tourism company.
For this assignment you are required to conduct a market
research project. A written research paper and public Power-
Point presentation that will make-up the final graded
components.
Rational of the Project
This project will enable you to demonstrate your understanding
of the Hospitality and Tourism Marketing concepts and methods
that you have learned in this class. This assignment will give
you an invaluable opportunity to develop a yearly marketing
plan and an understanding into how hospitality managers use
marketing concepts and theoretical knowledge in industry/or to
a real world situations. In this assignment you will assume that
you are the marketing manager or owner of a hospitality
property or Tourism entity. The report will be prepared for your
general manager/owner or vice president of marketing, bank, or
community planning commission. If you are starting from
scratch with your entrepreneurial spirit in mind, you may be
preparing the plan to acquire a business licence or bank loan for

2. asset budgeting moving forward. In either case a marketing plan
that is step by step would be required. Your goal with the
project should be innovation, engagement and impact regarding
the proposed business strategy and overall plan. The audience
should be invited in as a proposed investor or participator in the
overall implementation of your idea and marketing plan.
Assignment
In this assignment you will develop a marketing plan for a
new/existing hospitality or tourism business. You can choose a
new hotel, a restaurant or any hospitality or tourism business;
only that it be somewhat realistic, legal, and of course,
profitable! Suggestions include an area that you are interested
in, either personally, or as a possible career. You can use your
imagination as much as you like. The primary concern of the
assignment is to improve your marketing knowledge and ability
and get some real engaged experience in writing a marketing
plan. In addition this project will provide you with invaluable
experience when you enter the real business world.
Purpose of a Marketing Plan
A marketing plan serves several purposes within any hospitality
and tourism 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 about
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.
Preparation of a Marketing Plan

3. The development of a marketing plan is a rigorous process and
cannot be accomplished in a few days. However it is an
excellent training device for hospitality students who wish to be
a manager in the future. The marketing plan shows how the
company will establish and maintain profitable customer
relationships. A marketing plan serves to document how the
organization’s strategic objectives will be achieved through
specific marketing strategies and tactics and is the basis of the
operation budget.
Preparation Guideline for the Project
When you prepare this marketing plan you will assume that you
are the manager/director of marketing of a single hospitality and
tourism firm or an independent operator hoping to start a
business or create an empire.
NEVER START YOUR PROJECT BEFORE READING!
You are strongly advised to utilize/read business marketing
plans that are hospitality and tourism related when developing
your plan. Your assignment should include two cover pages
(one general, one specific) with a title of project, your name and
business associates, class, date, and class period. In the second
page, add a table of content followed by sections covered. The
third page is an “executive summary” page of the project. All
sections should be separated by dividers or blank papers.
The report must be a word document, with double spaced, in a
standard, legible font, 11 points (times new roman, or arial),
with the margins -1.25” on left ,1” on right side, and 1” top and
bottom. All pages should be numbered. Graphs, charts and other
visuals are encouraged – make your report with color and visual
appeal! You may use any industry information, census data, or
other factual sources to support your plan.

4. At a minimum, your report must contain all the information as
indicated in the “MinimumPlanRequirements for Each Section
without counting pictures, graphs or tables. There is no
maximum length, because every operation requires different
types and different level of information (My expectation is no
less than 12; and more than 20 pages).
Assumptions of the Project
· I strongly advise you to prepare a list of specifications of the
property (real or imaginary). This includes (if a hotel) - the
location, classification, number of guest rooms, types of rooms,
meeting rooms, number of outlets by names, total number of
employees, employees working at each department, major
customer segments, average room prices by seasons, high and
low seasons, etc., (If a restaurant) -the location, classification,
number of seats, average daily/weekly/monthly customers,
hours of operation, average meal prices per customer, etc., Once
you prepare this specification list, then it will be easy to
estimate the revenue and expenses.
· The most important parts of the project are: Executive
Summary, Objectives, Strategies and Resources (What did you
do? What will you do? How will you do? How much do you
need?)
Grading Criteria
1. Report Organization –How report guidelines were followed?
2. Viability – Can the marketing plan succeed under the
assumptions presented in the report?
3. Effective Application of Marketing Concepts
4. Writing Expression – Are ideas expressed clearly in the plan?
5. Visual Appearance – Presenting the information in a clear,

5. easy to follow format
6. Power-Point Presentation – Effectiveness of the Power-Point
presentation. Does the power-Point tell a Story of Your
vision within the sales and marketing Plan?
Your Marketing plan should be divided into 11 sections as
follow:
A. Cover Pages of the Plan
1. Executive Summary (Overview)
2. Internal Analysis
3. Environmental Analysis
4. SWOT Analysis
5. Key Factor Analysis
6. Objectives
7. Marketing Strategies
8. Marketing Action Plan
9. Resources
10. Marketing Controls
11. Supportive Data (Graphs, Charts, or other data)
B. References
START TODAY!!!
BE PROACTIVE!!!
As a future hospitality and Tourism manager being proactive is
very important attribute to be successful.
Do not wait until the last minute to inform the professor that
you are having problems either finding a topic or developing a
marketing plan.
Please use a professional Language throughout the project !
You may get help from sales and marketing managers, if you

6. know any.
Please Avoid uncertain, double-meaning or the ambiguous
words, since they reduce the value of your study, such as:
thing(s), excellent, huge, perfect, a lot, hundreds, thousands,
millions, the best (of anything) and or similar words. PleaseBe
Specific!!
SOME TIPS AND GUIDELINES
Visit hospitality company websites to get some insights
· Learn about company visions and missions, marketing
strategies, customer market segments, industry market
segments, marketing and pricing strategies.
· You may contact with one of the marketing managers and ask
help.
A Few Tips about How to Write the “Executive Summary”
· Write it for top executives / owners as you are the marketing
manager
· Use short sentences and short paragraphs.
· Avoid using words that are unlikely to be understood.
· Organize the summary as follows: Describe the 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. Never
write it once and then place it in the plan.
After completing the report
· Read and reread it a few times and see if the information at
different part of the project are consistent with each other.
· See if the plan can work in a real hospitality setting
· Avoid redundant information
Preparation Guideline for Power Point slides

7. · The number of slides should not be less than 12 and more than
18, depending on how you present them within 15 minutes.
· Please use white or light color background and opposite colors
for texting
· Each slide should not havemore than 15 lines of text
· Pictures can make your slides more attractive
Outline of the Marketing
PlanExecutive Summary
A. Property ProfileInternal Analysis
MarketingProducts PricesPromotionsPlace (location factors)
Market Position and Marketing Management Topics
Human ResourcesThe general performance of Human Resources
function
Operations
Administrative Management
Finance (Optional)
Environmental Analysis
Operating factors (Microenvironment)Human
ResourcesEthicsCustomersBuyer BehaviorCompetitorsSuppliers
Remote Factors (Macroenvironment)Political RegulationsThe
EconomySocial TrendsTechnologySWOT Analysis Key Factor
AnalysisObjectivesMarketing StrategiesMarketing Action
PlanResources Marketing Controls
XI Supportive Data

8. “A NEXT YEAR MARKETING PLAN”
(For a single property operation)
Name of Project Plan or Proposal
_____________________________________________________
________________________
“A quality framework determines the quality of content”
Project
You are required to prepare a next year marketing plan for a
real or imaginary individual hospitality or Tourism company.
For this assignment you are required to conduct a market
research project. A written research paper and public Power-
Point presentation that will make-up the final graded
components.
Rational of the Project
This project will enable you to demonstrate your understanding
of the Hospitality and Tourism Marketing concepts and methods
that you have learned in this class. This assignment will give
you an invaluable opportunity to develop a yearly marketing
plan and an understanding into how hospitality managers use
marketing concepts and theoretical knowledge in industry/or to
a real world situations. In this assignment you will assume that
you are the marketing manager or owner of a hospitality
property or Tourism entity. The report will be prepared for your
general manager/owner or vice president of marketing, bank, or
community planning commission. If you are starting from

9. scratch with your entrepreneurial spirit in mind, you may be
preparing the plan to acquire a business licence or bank loan for
asset budgeting moving forward. In either case a marketing plan
that is step by step would be required. Your goal with the
project should be innovation, engagement and impact regarding
the proposed business strategy and overall plan. The audience
should be invited in as a proposed investor or participator in the
overall implementation of your idea and marketing plan.
Assignment
In this assignment you will develop a marketing plan for a
new/existing hospitality or tourism business. You can choose a
new hotel, a restaurant or any hospitality or tourism business;
only that it be somewhat realistic, legal, and of course,
profitable! Suggestions include an area that you are interested
in, either personally, or as a possible career. You can use your
imagination as much as you like. The primary concern of the
assignment is to improve your marketing knowledge and ability
and get some real engaged experience in writing a marketing
plan. In addition this project will provide you with invaluable
experience when you enter the real business world.
Purpose of a Marketing Plan
A marketing plan serves several purposes within any hospitality
and tourism 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 about
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.

10. Preparation of a Marketing Plan
The development of a marketing plan is a rigorous process and
cannot be accomplished in a few days. However it is an
excellent training device for hospitality students who wish to be
a manager in the future. The marketing plan shows how the
company will establish and maintain profitable customer
relationships. A marketing plan serves to document how the
organization’s strategic objectives will be achieved through
specific marketing strategies and tactics and is the basis of the
operation budget.
Preparation Guideline for the Project
When you prepare this marketing plan you will assume that you
are the manager/director of marketing of a single hospitality and
tourism firm or an independent operator hoping to start a
business or create an empire.
NEVER START YOUR PROJECT BEFORE READING!
You are strongly advised to utilize/read business marketing
plans that are hospitality and tourism related when developing
your plan. Your assignment should include two cover pages
(one general, one specific) with a title of project, your name and
business associates, class, date, and class period. In the second
page, add a table of content followed by sections covered. The
third page is an “executive summary” page of the project. All
sections should be separated by dividers or blank papers.
The report must be a word document, with double spaced, in a
standard, legible font, 11 points (times new roman, or arial),
with the margins -1.25” on left ,1” on right side, and 1” top and
bottom. All pages should be numbered. Graphs, charts and other
visuals are encouraged – make your report with color and visual

11. appeal! You may use any industry information, census data, or
other factual sources to support your plan.
At a minimum, your report must contain all the information as
indicated in the “MinimumPlanRequirements for Each Section
without counting pictures, graphs or tables. There is no
maximum length, because every operation requires different
types and different level of information (My expectation is no
less than 12; and more than 20 pages).
Assumptions of the Project
· I strongly advise you to prepare a list of specifications of the
property (real or imaginary). This includes (if a hotel) - the
location, classification, number of guest rooms, types of rooms,
meeting rooms, number of outlets by names, total number of
employees, employees working at each department, major
customer segments, average room prices by seasons, high and
low seasons, etc., (If a restaurant) -the location, classification,
number of seats, average daily/weekly/monthly customers,
hours of operation, average meal prices per customer, etc., Once
you prepare this specification list, then it will be easy to
estimate the revenue and expenses.
· The most important parts of the project are: Executive
Summary, Objectives, Strategies and Resources (What did you
do? What will you do? How will you do? How much do you
need?)
Grading Criteria
1. Report Organization –How report guidelines were followed?
2. Viability – Can the marketing plan succeed under the
assumptions presented in the report?
3. Effective Application of Marketing Concepts

12. 4. Writing Expression – Are ideas expressed clearly in the plan?
5. Visual Appearance – Presenting the information in a clear,
easy to follow format
6. Power-Point Presentation – Effectiveness of the Power-Point
presentation. Does the power-Point tell a Story of Your
vision within the sales and marketing Plan?
Your Marketing plan should be divided into 11 sections as
follow:
A. Cover Pages of the Plan
1. Executive Summary (Overview)
2. Internal Analysis
3. Environmental Analysis
4. SWOT Analysis
5. Key Factor Analysis
6. Objectives
7. Marketing Strategies
8. Marketing Action Plan
9. Resources
10. Marketing Controls
11. Supportive Data (Graphs, Charts, or other data)
B. References
START TODAY!!!
BE PROACTIVE!!!
As a future hospitality and Tourism manager being proactive is
very important attribute to be successful.
Do not wait until the last minute to inform the professor that
you are having problems either finding a topic or developing a
marketing plan.

13. Please use a professional Language throughout the project !
You may get help from sales and marketing managers, if you
know any.
Please Avoid uncertain, double-meaning or the ambiguous
words, since they reduce the value of your study, such as:
thing(s), excellent, huge, perfect, a lot, hundreds, thousands,
millions, the best (of anything) and or similar words. PleaseBe
Specific!!
SOME TIPS AND GUIDELINES
Visit hospitality company websites to get some insights
· Learn about company visions and missions, marketing
strategies, customer market segments, industry market
segments, marketing and pricing strategies.
· You may contact with one of the marketing managers and ask
help.
A Few Tips about How to Write the “Executive Summary”
· Write it for top executives / owners as you are the marketing
manager
· Use short sentences and short paragraphs.
· Avoid using words that are unlikely to be understood.
· Organize the summary as follows: Describe the 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. Never
write it once and then place it in the plan.
After completing the report
· Read and reread it a few times and see if the information at
different part of the project are consistent with each other.
· See if the plan can work in a real hospitality setting
· Avoid redundant information

14. Preparation Guideline for Power Point slides
· The number of slides should not be less than 12 and more than
18, depending on how you present them within 15 minutes.
· Please use white or light color background and opposite colors
for texting
· Each slide should not have more than 15 lines of text
· Pictures can make your slides more attractive
Outline of the Marketing
PlanExecutive Summary
A. Property ProfileInternal Analysis
MarketingProducts PricesPromotionsPlace (location factors)
Market Position and Marketing Management Topics
Human ResourcesThe general performance of Human Resources
function
Operations
Administrative Management
Finance (Optional)
Environmental Analysis
Operating factors (Microenvironment)Human
ResourcesEthicsCustomersBuyer BehaviorCompetitorsSuppliers
Remote Factors (Macroenvironment)Political RegulationsThe
EconomySocial TrendsTechnologySWOT Analysis Key Factor
AnalysisObjectivesMarketing StrategiesMarketing Action
PlanResources Marketing Controls
XI Supportive Data