The document provides an overview of key concepts for marketing planning, including defining vision, goals, objectives, strategies, and tactics. It explains the differences between strategic and tactical planning and covers various analyses like SPENT, BCG matrix, GEC grid, Porter's generic strategies, and Ansoff matrix. The marketing planning process is outlined as analyzing the business, market situation, objectives, strategies, and effectiveness. The components of a marketing plan like executive summary, situation analysis, SWOT, objectives, strategies, implementation, and appendices are also described.

2. Learning Outcomes:
0 Define Marketing Planning
0 Explain the role of marketing planning in tourism
marketing
0 Explain the differences between tactical and strategic
planning
0 Explain what the mission statement of an
organisation is
0 Explain the steps involved in strategic marketing
planning
0 Identify the components of the SPENT analysis
0 Explain the BCG, GEC and Ansoff matrix
0 Describe Porter’s generic strategies
0 Explain the contents of a marketing plan

3. New Words:
0 Vision – What we can be.. might do..
0 Goal – achieve something- money, service, products
0 Objective – moving a motive to action – help to get to end
results. WHAT to achieve. SMART
0 Strategies – HOW to get something done
0 Mission statement – there is an end result. (usually just
one mission) Where the company is going towards
0 Strategic planning – long term meet objectives
0 Tactical Planning – short term meet strategies

4. Marketing planning
0 We have 3 things that explain the concept of
marketing planning:
0 Vision, goal and objectives
0 Strategies (chosen routes to achieve our goals)
0 Plans (taking action on how we will move along this
“route” to achieve goals or targets.
What does your textbook say about Marketing Planning??

5. What is Marketing Planning
then?
0 Middleton & Clarke (2001:190) “analysing strengths
and weaknesses in current AND prospective markets;
identifying aims and opportunities; defining
strategies
0 George, R…. “a tourism company that attempts to
analyse its existing resources + environment so they
can use it for future decision-making..”

6. why do Marketers do
marketing planning?
For the Marketer:
0 Get the right targets!!! (thus, the right markets and
segments)
0 Cost effective marketing
0 Look at individual offerings

7. Why do companies need
marketing planning?
0 Companies identify objectives – What do they need to
do, in the market, to achieve goals…
0 Marketing can have an influence on the corporate
mission statement (it might change if it does not say
what the market wants to hear)
0 Let the company focus on internal
strengths/weaknesses - What can internal strengths
do to better marketing…
0 Forces organization to plan for the future (they now
more or less know what trends/decisions are taken)
0 Help the company carry out marketing on a day-to-day
basis – depending on the need in the market
0 Make the company aware of competitors

8. Strategic vs Tactical
strategies:
0 They form different parts of the marketing planning
process
0 They are more or less the same….but…tacticals will
show how strategics will work..

9. Tactical marketing planning
0 Over a shorter timescale (2 – 3 years)
0 How they will achieve their strategy
0 What is going to happen
0 Who will make it happen
0 By WHEN will it happen
0 Tactical marketing plans include the 7 P’s; budgets
and timetables

10. Strategic planning:
0 How will they meet their objectives – how to
eventually reach goals/aims
0 How things will happen in the next couple of years
(usually 3 – 5 years)
0 Analyse the external marketing environment
0 Opportunities or challenges that may arise in the
medium and long term

11. The mission statement
0 It is the benefit or DEAL that the company offers to the client
0 It provides a purpose to company staff – why are they here… to
do what…
0 What the business want to achieve
0 It is BROAD
0 FOCUS on markets
0 Provide INSPIRATION
0 Remember….The mission statement can change after marketing
planning…when the company realise that their current mission
falls on death ears in the market
What can be the MISSION of a tourism organisation?
Mission Statements: Page 86

12. Marketing Myopia
This is when managers fail to recognise the scope of the
business
0 What can happen if you think your business has LOTS
of potential when it is not THAT BIG.. And you start
doing marketing??
0 What can happen if you think you have a medium
business, but actually you have a HUGE business
potential, and you start doing marketing?

13. Marketing Planning process
0 1.Analyse your business.
0 2. Analyse your current market situation, where are
your business in the market?
0 3. What do the company want to achieve by doing
marketing planning?
0 4. How will the company get there (how can we
implement our findings)
0 5. Check effectiveness

14. Marketing Planning Process
0 Step 1: What is this business about?
The mission statement – setting the goal
Step 2: Where are the business now?
Analysis – analyse market, organization and influences
How do we analyse strong and weaker points and
threats or opportunities in the organization?

15. Analysis: Analyse Market
0 BCG growth-share matrix: Based on the idea that there
are a variety of offerings
0GEC analysis
0Porter
0Ansoff
0SPENT – the Macro environment

16. BCG GROWTH MATRIX
(Boston consultancy group)
M =
A M
High Market Share A Low Market Share
R
+ R +
K High Market Growth K High is were there is
This Market Growth
E This is were there is market market
E
T Share x 10 T Share x 0.1
G X(market share) S 5(0.1)=
R High Market Share H 0.5
Low Market Share
O + A +
W Low Market Growth R Low Market Growth
T E
H
MARKET SHARE

17. ICE: BSC GROWTH MATRIX
4 GROUPS:
0 Stars: Market leader offering. Most likely a new
product/offering. High growth rate and high market share
0 Cash Cows: Leaders in mature market so they have great
market share; growth rates are slow but support other
groups
0 Dogs: Weak market share and low growth – so rather sell
or let go of these offerings
0 Problem Children: High growth markets but low
market share. Need lot of investments – spend more
money or let go…

18. Limitations of BCG matrix:
0 Overall market-share is not known
0 Organization still need to find data of each particular
business unit
0 It does not take in account the ever changing market
0 Less meaningful in other industries
0 Does not take in account the inter-relationship of
some offerings (pool + gym…)

19. ICE: SPENT analysis:
0 S – socio cultural
0 P - political
0 E - economic
0 N - natural
0 T – technology

20. GEC analysis:
(General Electric Company)
0 Takes in account more factors that the BSC
0 Market attractiveness: Market growth; shares;
competition; profit;
0 Competitive strengths ( brand, technology;
distribution)
0 Products/offerings are measured according to Market
Growth, Shares, Competitiveness and Profit and
divided into the GEC GRID.
0 A = attractive; I= “in-attractive”

21. CEG GRID
A
A= B C
T
T attractive
R
A
C
T
I D E F
V
E
M
A
G H I
R
K
E COMPETITIVE STRENGHT
T

22. CEG GRID
0A, D, B = STRONG STRATEGIC
AND ATTRACTIVE BUSINESS
0G, E, C = MEDIUM ATTRACTIVE
BUSINESS
0H, I, F = LOW IN OVERALL
ATTRACTIVENESS AND WEAKS
COMPETITIVE ADVANTAGE

23. ICE activity:
0 Market looks very attractive, Competition is Medium
0 Market is not very attractive, Competition is Medium
0 Market is not attractive, Competition is Medium

24. Porter’s generic strategies
0 Porter found that once the marketer has evaluated its
marketing situation, it can choose from one of 3 alternatives:
0 Cost leadership; differentiation; Focus

25. Cost leadership:
Reduce costs
0 Undercut competition
Customers go for budget, low cost product
0 Benefits:
Increase sales + market share
Profitable in a price-sensitive market
Earn high profits from high sales

26. Differentiation:
“superior” perception
Create a consumer perception that product/offering is
superior to competition
Achieved in the following way:
A product that stands out from the rest (cruise liners)
High standard of service – Sabi Sabi Sands 5* lodge
Strong Brand name – good advertising; customer loyalty
programs

27. Focus Strategy:
More on segment less on whole
market
Focus more on a segment in the market than the whole
market, then choose differentiation or cost-leadership
strategy
Less resources and more knowledge of market
Benefit:
Specialization + knowledge of segments that are served

28. Ansoff Matrix
0 Where generic strategies can be deployed – related to
risk that marketers are prepared to take
0 4 broad options: market penetration; market
development; offering development; diversification
Existing New
Existing Market penetration Offerings
development
Market
Market Development Diversification
New
Tourism Offering

29. Market Penetration:
0 Sell more of a product in an existing market
0 Lowest risk option
0 Try and sell more products and hope to “catch”
another market

30. Market Development
0 Look for new markets
0 Sell products in new geographical region

31. Offering Development
0 New offering in existing market
0 Hotel sells accommodation – now also sells leisure
facilities

32. Diversification:
0 New offering + new market
0 Most risky
0 This is ideal to “rejuvenate” a deal that is not growing
anymore

33. Marketing Plan:
0 Executive summary
0 Introduction
0 Situation analysis
0 SWOT analysis
0 Marketing Objectives
0 Marketing Strategies
0 Implementation
0 Appendices

34. Executive Summary:
0 Gives a summary of what the person will find inside
the marketing plat
0 Only key points or most important points are listed

35. Introduction
0 Describe the company
0 Market
0 Product/ service
0 Offering or brand and
0 Problems.

36. Situation Analysis:
0 Internal analysis
0 Customer analysis (who is the customer)
0 Overview (analysis) of company and industry. This
will include intermediaries and suppliers

37. SWOT analysis
0 Looking at the environments (SPENT) and you micro
environment
0 This provides the starting point for strategies

38. Marketing Objectives:
0 What results you want, when you implement the plan
0 What turnover or market share you will have
0 There can be long term and short term objectives

39. Marketing Strategies
0 Product offering plan – what is the product/offering
0 Pricing plan – strategies to get things sold
0 Communication plan – how to inform people about the
product
0 Distribution – how to get the product to the person
0 Physical evidence plan – design of the organisation
0 Internal marketing plan – communicate with employers
0 Relationship marketing plan – How to retain and keep
customers

40. Implementation
0 Decision, finance and control
0 What is going to happen
0 Who will do it
0 When to do it
0 How much will it cost
Set the budget using a specific strategy, like:
Affordable method: based on previous year’s budget
% of sales: Based on sales made
Competitive parity: based on competition’s budget
Objective task and method: Marketing tasks are determined
and charged accordingly

41. Appendices:
0 This include all extra information like data sheets
0 Time tables
0 References