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Matakuliah
Tahun
: V0222 - Penjualan dan Pemasaran Hotel
: 2009 - 2010
Marketing Plan
Pertemuan 13
“If you don’t have a competitive advantage, don’t compete.”
- Jack Welch “At Preferred Hotels & Resorts, we believe that the product
preferences of affluent customers are as diverse as the
consumers themselves.”
- Peter Cass -
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
Marketing Plan Sections
I.
II.
III.
IV.
V.
VI.
VII.
Executive Summary
Corporate Connection
Positioning Statement
Environmental Analysis and Forecasting
Segmentation and Targeting
Next Year’s Objectives
Resources Needed to Support Strategies and
Meet Objectives
VIII. Marketing Control
IX. Presenting and Selling the Plan
X. Preparing for the Future
Section 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
Section II:
Corporate Connection
• Relationship to Other Plans
• Corporate goals with respect to profit, growth, etc.
• Desired market share
• Positioning of the company or of its product lines
• Relationship to Other Plans
• Vertical or horizontal integration
• Strategic alliances
• Product line breadth and depth
• Customer relationship management (CRM)
Section II:
Corporate Connection
 Marketing Related Plans
• Sales
• Advertising and
promotion
• Public relations and
publicity
• Marketing research
• Pricing
• Customer service
 Corporate Direction
• Mission Statement
• Corporate Philosophy
• Corporate Goals
Section III:
Environmental Analysis and Forecasting
• A marketing plan should provide a positioning
statement of how the enterprise intends to
differentiate – position itself in the marketplace
• Major Environmental Factors
– Social
– Political
– Economic
Section III:
Environmental Analysis and Forecasting
• Competitive Analysis
• Market Trends
– Visitor Trends
– Competitive Trends
– Related Industry Trends
• Market Potential should be viewed as the total
available demand for a hospitality product within a
particular geographic market at a given price
Section III:
Environmental Analysis and Forecasting
• Market Research
– Macromarket information
• Industry trends, social-economic political
trends, competitive information, industry wide
customer data
• Market Research
– Micromarket Information
• Guest information, product/service information,
new product analysis and testing, intermediary
buyer data, pricing studies, key account
information, advertising/promotion
effectiveness
Section IV:
Segmentation and Targeting
• Segmentation Analysis is the selection of segments as
the result of
– Understanding what the company is and what it
wishes to be
– Studying available segments and determining if they
fit the capabilities and desires of the company to
obtain and secure them
• Targeting
– Begins by defining the mix of desired guests
• support the positioning strategy of the company
• support revenue management
– Selected from the list of available segments
Section V:
Next Year’s Objectives and Quotas
• Objectives
– Must be quantitative, time and profit/margin specific
– Established after considering corporate goals, corporate
resources, environmental factors, competition, market
trends, market potential, available market segments and
possible target markets
• Quotas must be:
– Based on next year’s objectives
– Individualized
– Realistic and obtainable
– Broken down to small units
– Understandable and measurable
Section VI:
Action Plans: Strategies and Tactics
• Marketing strategies and tactics employ advertising and
promotion, sales and distribution, pricing and product
• Must be custom designed to meet the specific needs of a
company
• Must allow companies to meet or exceed objectives
• Sales Strategies
– Prevent erosion of key accounts
– Grow key accounts
– Grow selected marginal accounts
– Eliminate selected marginal accounts
Section VI:
Action Plans: Strategies and Tactics
• Sales Strategies
– Retain selected marginal accounts but provide lower-cost
sales support
– Obtain new business from selected prospects
• Advertising and Promotion Strategies
– Select a blend or mix of media
– Select or approve the message
– Design a media schedule showing when each medium will
be employed
– Design a schedule of events
Section VI:
Action Plans: Strategies and Tactics
• Advertising and Promotion Strategies
– Carefully transmit this information to management
– Supervise the development and implementation of
advertising/promotion programs
– Assume responsibility for the outcome
• Pricing Strategies
– Pricing is a function of marketing
– Fencing is placing restrictions on customer segments
selected due to their perceived level of price elasticity
Section VII:
Resources Needed to Support Strategies &
Meet Objectives
•
•
•
•
•
Personnel
Other Monetary Support
Research, Consulting, and Training
Miscellaneous Costs
Budgets
Section VIII:
Marketing Control
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•
•
•
•
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Sales Objectives
Sales Forecast and Quotas
Expenditures against Budget
Periodic Evaluation of All Marketing Objectives
Marketing Activity Timetable
Readjustments to Marketing Plan
Section IX:
Presenting and Selling the Plan
• Members of marketing/sales departments
• Vendor/ad agencies and others
• Top management
Section X:
Preparing for the Future
• Data Collection and Analysis
• Marketing as a Tool for Growth
Best Practices
• Preferred Hotels and Resorts Worldwide
• Rittenhouse Hotel, Philadelphia
• Seabourn/Windstar Cruises
Key Terms
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Competitive analysis
Environmental factors
Executive summary
Market potential
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Market trends
Marketing objectives
Quotas
Segmentation analysis
Timetable