Transcript Marketing Plan Outline

Chapter 19
Next 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
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
1
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
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
2
A Marketing Plan
I.
II.
III.
IV.
V.
VI.
VII.
Executive summary
Corporate connection
Environmental analysis and forecasting
Segmentation and targeting
Next year’s objectives and quotas,
Action plans: strategies and tactics
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
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
3
Executive Summary
• 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
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
4
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
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
5
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
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
6
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
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
7
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
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
8
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
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
9
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
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
10
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
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
11
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
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
12
Presenting and Selling the Plan
Members of
marketing/sales
department
Vendors/ad agencies
and others
Top management
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
13
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
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
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