Marketing Planning How to Develop a Practical Marketing Plan Tourism Enterprises Hillary Jenkins, Otago Polytechnic 2008
+ Tourism Enterprises http://flickr.com/photos/ahron/215288622/in/photostream Marketing   Planning How to Develop a Practi...
Market Planning <ul><li>Planning for the future helps ensure there is one </li></ul><ul><li>What every organisation should...
‘ Why Plan? <ul><li>Provides clear set of actions </li></ul><ul><li>Helps establish priorities </li></ul><ul><li>Action pr...
Key Elements <ul><ul><ul><ul><li>1. Statement of Purpose </li></ul></ul></ul></ul><ul><ul><ul><ul><li>2. Situation Analysi...
<ul><ul><li>The Organisation </li></ul></ul><ul><ul><li>Target Markets (Segments) </li></ul></ul><ul><ul><li>Customers nee...
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...
4. Marketing Strategy/ies <ul><li>How will we get there  generally </li></ul><ul><ul><li>Product strategies eg. </li></ul>...
5. Tactics <ul><li>“ How will we get there  specifically ” </li></ul><ul><ul><li>Product </li></ul></ul><ul><ul><li>Price ...
6. Market Research “What information do we need?”   <ul><ul><li>Customer Feedback </li></ul></ul><ul><ul><ul><li>Awareness...
7.  Financials <ul><li>Marketing Budget </li></ul><ul><li>Previous P & L statements </li></ul><ul><li>Member/Sales forecas...
8. Timing <ul><li>Plan your activities well in advance </li></ul><ul><li>Always look several months ahead and refine/updat...
9. Measuring Results “How will we know if we got there, and if not, why not?”  <ul><li>Record feedback </li></ul><ul><ul><...
10. Appendices <ul><li>Income statement </li></ul><ul><li>Member number growth </li></ul><ul><li>Advertising copy </li></u...
Tips <ul><li>Be realistic </li></ul><ul><li>Be consistent </li></ul><ul><li>Be relevant </li></ul><ul><li>Involve all your...
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Marketing Planning Op 08

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Marketing Planning Op 08

  1. 1. Marketing Planning How to Develop a Practical Marketing Plan Tourism Enterprises Hillary Jenkins, Otago Polytechnic 2008
  2. 2. + Tourism Enterprises http://flickr.com/photos/ahron/215288622/in/photostream Marketing Planning How to Develop a Practical Marketing Plan
  3. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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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