Download Chapter 9

MARKETING
& TRAV E L
H O S PI TALI TY
Chapter 9
Marketing Strategy: Strategies,
Positioning, and Marketing
Objectives
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Difference between Tactical and
Strategic Marketing Planning
Tactical = short-term marketing
planning for two years or less
Strategic = long-term marketing
planning for up to three to five years
or more in the future
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Figure 9.1
Relationship of strategic
and tactical planning
in marketing.
Marketing
Plan #3
(tactical)
Marketing
Plan #2
(tactical)
Marketing
Plan #1
(tactical)
Strategic
Market Plan
(3 to 5 years)
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All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Figure 9.4
Requirements for an effective
marketing plan.
Factbased
Organized
and
coordinated
Clear and
simple
Internally
consistent
and
interrelated
Requirements
for an
effective
marketing
plan
Controllable
Programmed
Budgeted
Flexible
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Benefits of Having a Marketing Plan
Activities matched with target markets
Consistency of objectives and targetmarket priorities
3. Common terms of reference
4. Assistance in measuring marketing
success
5. Continuity in long-term planning
1.
2.
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All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Contents of a Marketing Plan
A written plan of action used to guide an
organization’s marketing activities for a
period of a year or less.
Three parts:
1. Executive summary
2. Marketing plan rationale
3. Implementation plan
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Figure 9.6 The
Table of Contents
for a marketing
plan.
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.
MARKETING
1. Where are we now?
2. Where would we like to be?
& TRAV E L
H O S PI TALI TY
A Systematic, Five-Step Approach
for Marketing Hospitality and
Travel Organizations
3. How do we get there?
4. How do we make sure we get there?
5. How do we know if we got there?
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Marketing Plan
Rationale
Research findings and assumptions of the
plan
Marketing strategy
Implementation Plan
Marketing objectives and action plan
Marketing budget, timetable and
responsibilities
Control and evaluation procedures
Executive Summary
Summary of the main highlights of the
Marketing Plan
Figure 9.12 Sequence of completing the three main parts of the marketing plan.
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Steps in Preparing a Marketing Plan
1. Prepare the Marketing Plan Rationale
Review and summarize:
Situation analysis
Marketing research
studies
Market segmentation
Marketing strategy
Positioning approaches
Target-market selection
Segmentation approach
and characteristics
Marketing mixes (8 Ps)
Marketing objectives
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MARKETING
& TRAV E L
H O S PI TALI TY
Steps in Preparing a Marketing Plan
(continued)
2.
Develop a Detailed Implementation Plan
Design and specify:
Activities by marketing-mix element
(8 Ps) for target markets
Responsibilities (internal and external)
Timetable and activity schedule
Budget and contingency fund
Expected results
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All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Steps in Preparing a Marketing Plan
(continued)
2. Develop a Detailed Implementation Plan
Design and specify (continued):
Measurements (metrics)
Progress reporting procedures
Performance standards
Evaluation timetable
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All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Steps in Preparing a Marketing Plan
(continued)
3. Write the Executive Summary
Describe highlights of Marketing Plan
Rationale and Implementation Plan
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All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
The Four Marketing Budget Approaches
Historical (arbitrary) budgeting
Rule-of-thumb budgeting
Competitive budgeting
Objective-and-task budgeting*
* The recommended approach to preparing a marketing budget.
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All Rights Reserved.
MARKETING
H O S PI TALI TY
& TRAV E L
FIGURE 9.11 Steps in developing a marketing plan. An organization
with three different target markets.
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.