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DEVELOP, MANAGE AND EVALUATE LOCAL MARKETING STRATEGIES NAME D2.TCS.CL5.13 Slide 1 Subject elements This unit comprises five elements: Determine the internal business environment Determine the external business environment Prepare local marketing strategies and plans Manage the local marketing strategies Conduct evaluation of local marketing strategies Slide 2 Assessment Assessment for this unit may include: Oral questions Written questions Work projects Workplace observation of practical skills Practical exercises Formal report from supervisor Slide 3 Element 1: Determine the internal business environment Slide 4 Determine the internal business environment Performance Criteria for this Element are: Identify and confirm business orientation Assess past local marketing activities Analyse local performance information from all areas of the business Assess local product and service range Slide 5 Determine the internal business environment Performance Criteria for this Element are: Evaluate the marketing information system used by the organisation Describe the use of the marketing mix in relation to local identified target markets and current marketing strategies Record and report the information identified and the conclusions reached Slide 6 Travel and tourism Role of travel and tourism Tourism involves all activities that take people away from their usual place of residence for any reason. What are the common reasons for travel? Who travels? Where do they come from? How can we gather information about tourists? Slide 7 Tourism marketing Importance of marketing in tourism industry Marketing is a pivotal activity that need to be performed by any hospitality and tourism organisation. What is marketing? Why is it important in the tourism industry? Slide 8 Tourism marketing Marketing Marketing aims to understand the customer before selling an offering to them Slide 9 Tourism marketing Focus of marketing It must be customer focused and try to: Understand what the customer wants Develop an offering to meet these needs Identify the best way to make people aware of the offering Motivate people to partake of the offering Slide 10 Tourism marketing Key marketing components Needs Wants A Market Products and services Customer value Customer satisfaction Relationship Marketing Slide 11 Tourism marketing requirements Specific marketing requirements of the tourism industry Shorter exposure to services More emotional and irrational buying appeals Greater importance on managing evidence Greater emphasis on stature and imagery More variety and types of distribution channels Dependence on complementary organisations Easier copying of services More emphasis on off-peak production Slide 12 Tourism marketing relationships Unique relationships within tourism marketing Suppliers, carriers and travel trade Destination mix concept: attractions and events (draw visitors) facilities infrastructure and transportation amenities, hospitality resources Visitors and local residents Slide 13 Business orientation Identify and confirm business orientation Before we undertake marketing activities, it is essential that we have a sound understanding of the business There are a number of aspects that define the orientation of a business. It is important to look at these business foundations as a first step of developing marketing strategy Slide 14 Business plans and strategies Understand vision, values and mission of the business Why is the purpose of the following documents? Vision Values Mission Statement Corporate goals Strategic plans COMPLETE ACTIVITY 1 Slide 15 Core Activities Identify general core activities Getting information Selling or influencing others Interacting with computers Communicating with persons outside organisation Updating and using relevant knowledge Establishing and maintaining interpersonal relationships Organising, planning, and prioritising work Slide 16 Core Activities Identify general core activities Communicating with supervisors, peers, or subordinates Documenting information Making decisions and solving problems Interpreting others Resolving conflicts and negotiating with others Performing administrative activities Slide 17 Core Activities Identify general core activities Judging the qualities of things, services or people Processing information Thinking creatively Analysing data or information Assisting and caring for others Coordinating the work activities of others Slide 18 Core Activities Identify general core activities Scheduling work and activities Monitoring and controlling resources Training and teaching others Developing objectives and strategies Identifying objects, actions and events Estimating the quantifiable characteristics of products, events or information Provide consultation and advice to others Developing and building teams Slide 19 Core Activities Identify general core activities Coaching and developing other Evaluating information to determine compliance with standards Monitor processes, materials or surroundings Guiding, directing and motivating subordinates Staffing organisational units Handling and moving objects Slide 20 Core Activities Identify core activities for different positions What are the core activities for the following positions? Travel agent Tour guide Other travel and tourism industry positions COMPLETE ACTIVITY 2 Slide 21 Types of customers Different types of customers Existing customers Potential customers Different market segments Slide 22 Types of customers Common customer segments Business Leisure FIT (Free Independent Travelers) Tours / coach groups Honeymooners Families Elderly Slide 23 Types of customers Common customer segments Religious Sporting Outbound Tourists Inbound Tourists Domestic Tourists International Tourists COMPLETE ACTIVITY 3 Slide 24 Business direction Identify current business direction Naturally, any marketing campaign must be in line with business direction. Current business direction may be focused on, but not limited to: Growth Contraction New markets Re-direction of efforts Local business focus Slide 25 Assess past marketing activities Importance of looking at past activities Naturally if we are to prepare marketing strategies for the future it is important to look at what was successful or unsuccessful in the past. Why is this important? What do you want to know? How can you find the information? Slide 26 Assess past marketing activities What is market analysis? Market analysis provides us with the information necessary to formulate the marketing plan and its evaluation. What are the activities associated with a market analysis? What are the benefits of conducting research? Slide 27 Assess past marketing activities Reviewing previous marketing plans and strategies What the earlier marketing goals of the business were How the business tried to achieve them What has worked in the past The extent of the success it had in achieving its goals What strategies were not successful Reasons behind success and failure of previous marketing strategies Identifying the campaigns, promotions and other types of marketing initiatives that have been used Identifying personnel and media involved Slide 28 Assess past marketing activities Reviewing previous marketing plans and strategies Identifying personnel and media involved Identifying all cost, both monetary and non-monetary associated with those activities Determining how the campaigns, promotions and other types of marketing initiatives were perceived Quantifying the results of the marketing activities Which strategies can be used in future strategic planning COMPLETE ACTIVITY 4 Slide 29 Review business performance Importance of reviewing business performance One key aspect of reviewing the success of a business is to review the performance of different aspects of the organisation For a business to be successful, all aspects of the organisation should be contributing in a positive manner Slide 30 Review business performance Areas of business performance Strengths and weaknesses Critical success factors Current capabilities Existing resources or resources the business has access to or the authority to use Relevant operational factors Need for specialist assistance Need for immediate market research Slide 31 Review business performance Areas of business performance Sales and bookings Profit Market share Position in the marketplace Image of the business Identifying critical success factors Slide 32 Review business performance Methods to review business performance The different ways to review business performance will vary depending on which aspect of business performance is to be reviewed. What are the different methods that can be used to review business performance? COMPLETE ACTIVITY 5 Slide 33 Review business performance Methods to review business performance Reviewing: Past records and previous business plans Legal business structure Client feedback Service audits Public perception of the business Financial performance Slide 34 Capabilities and resources Importance of identifying capabilities and resources The key aspects of achieving business success is through the use of capabilities and resources. Whilst it is important to review the 'end results' as identified in previous sections, it is important to identify the capabilities and resources used in providing products and services to clients. What are capabilities? What are resources? Slide 35 Capabilities and resources Types of capabilities Products and or services Capacity to produce goods or services Equipment capacity Skill level of staff, management and owners Hours of operation Communication capabilities Location/position of the agency E-business capacity Need for specialist assistance in certain areas Maintaining a competitive advantage Slide 36 Types of resources Types of resources Physical resources Financial resources Human resources Intangible resources What are factors affecting resources? COMPLETE ACTIVITY 6 Slide 37 Assess local product and service range Products A product is anything that can be offered to a market that might satisfy a want or need. This can include: Tourism products and services Packages Merchandise Slide 38 Assess local product and service range Services A service is any activity or benefit that one party can offer to the other which is essentially intangible and does not result in the ownership of anything. It's production may or may not be tied to the product. Booking services Foreign exchange services Insurance Slide 39 Assess local product and service range Travel and tourism products and services Commonly purchased products and services include: Tours Attractions Activities Entertainment Events Accommodation Slide 40 Assess local product and service range Travel and tourism products and services Amenities and services Airlines Car hire Cruises Transfers Rail COMPLETE ACTIVITY 7 Slide 41 Identify underperformance Importance of identifying under performing products and services It is vital that any underperforming products and services currently being provided in your travel and tourism organisation are identified in a timely manner Not only is it important that you identify problem areas or areas for improvement, but you also understand the reasoning behind the problems or substandard performance Slide 42 Identify underperformance Underperformance in service oriented industries Staff absences Professional incompetence Service failure Customer complaints Customer attrition Failure to meet targets Slide 43 Identify and resolve underperformance Correcting underperformance What are methods to identify underperformance? What are sources of underperformance? What are corrective strategies to resolve underperformance issues? COMPLETE ACTIVITY 8 Slide 44 Analyse competition Importance of understanding competition Knowing what the competition is doing in the marketplace is a critical aspect of strategic planning for any business. This knowledge can be combined with other data to determine: Which target markets the establishment will develop Which ones it may elect to move out of What the premises needs to do in order to meet or exceed what the opposition is doing Slide 45 Analyse competition Identifying the competition It is important to identify the main competitors to your business including their: Name Address Number of staff Strengths and weaknesses Slide 46 Analyse competition Analysing the competition It is important to identify the main competitors to your business including their: What information do you want to know? How can you get the information? Slide 47 Developing competitive advantage Importance of understanding competitive advantage Why is this important? How can you create a competitive advantage? What are examples of competitive advantages companies have in your industry? COMPLETE ACTIVITY 9 Slide 48 Evaluate marketing information system Importance of having an information system Each organisation will have an information management system that is used to record and manage information relating to all aspects of the organisation. What is the importance of having an information system? Slide 49 Evaluate marketing information system Components of marketing information system In essence, a marketing information system will relate to: Marketing intelligence Market research data and information Marketing decisions support Identification of personnel involved Identification of relevant scopes of authority when making decisions COMPLETE ACTIVITY 10 Slide 50 Marketing Mix Role of the Marketing Mix Products Price Placement Promotion People Processes Physical evidence COMPLETE ACTIVITY 11 Slide 51 Element 2: Determine the external business environment Slide 52 Determine the external business environment Performance Criteria for this Element are: Describe information relating to local opportunities and threats Analyse local comparative market information Analyse local industry and customer trends Analyse legal, ethical and environmental constraints that apply to the business Record and report the information identified and the conclusions reached Slide 53 Gather comparative market information Importance of market information What is a market? Why is it important to gather market information? What areas of the market do you want to know about? How can you collect this information? Slide 54 Gather comparative market information Concept of comparative marketing information Comparative market information may include: Best practice information Benchmarking Competitor information Slide 55 Understand current marketing situation Market situation Total market characteristics Customer needs, perceptions and buying behaviour Products Prices Customer service and distribution Channels Communication Slide 56 Understand current marketing situation Competitive situation Industry structure The geographic market in which they compete Their current marketing performance Their competitive position Strengths and weaknesses, and vulnerabilities of each significant competitor Their objectives and competitive strategies Industry profitability Slide 57 Understand current marketing situation Product situation Sales, profits, contribution margins and growth Product lifecycle and expected demand Growth of the product or service Slide 58 Understand current marketing situation Current strategies Current product, price, place and promotional strategies Current people, processes and physical evidence strategies COMPLETE ACTIVITY 12 Slide 59 Analyse trends Importance of understanding trends Understanding trends of the industry is vital in ensuring that what you are seeking to provide to the market is not only fresh and relevant but is in demand. What is a trend? Why is it important to understand trends? Which trends and statistics are important? How can you collect this information? Slide 60 Analyse trends Importance of understanding trends Your research should seek to: Determine what the trend is Identify whether it is a positive or negative trend Calculate how long the trend has been identifiable Determine the possible threat or opportunity this trend presents or provides Slide 61 Analyse trends Emerging trends The aim of ‘analysing information’ in this context is to identify emerging trends. An emerging trend may be seen as: Something which did not previously exist but now does A variation to a previous pattern: Positive – a ‘growing’ trend Negative – a ‘declining’ trend A change in the degree of the variation Slide 62 Analyse trends Sources of trend information Direct observation Personal surveys Internet research Colleagues, supervisors and managers Head office Customers Industry suppliers Developing your own industry network Conferences and seminars Slide 63 Analyse trends Sources of trend information Product launches Industry statistics from industry bodies or associations Data from relevant government agencies Trade magazines Industry publications Newsletters and brochures Advertisements Reference books Slide 64 Analyse trends Types of trends Market trends Social trends Customer trends Tourism industry statistics and trends COMPLETE ACTIVITY 13 Slide 65 Analyse legal, ethical and environmental constraints Importance of understanding constraints All businesses, regardless of their industry, size or mode of operation will have legal, ethical and environmental constraints that will impact on their operation. Why is it importance to understanding constraints? Slide 66 Analyse legal, ethical and environmental constraints Types of legal, ethical and environmental constraints Organisational policies relating to business ethics, company values and beliefs Legislated operational obligations Registration compliance requirements Compliance with industry, peak body and government agency codes of practice Slide 67 Analyse legal, ethical and environmental constraints Types of legal, ethical and environmental constraints Complying with cultural expectations and influences of local communities Ensuring promises made in relation to non-mandated issues are met Supporting social responsibilities by being a responsible corporate citizen Slide 68 Analyse legal issues Importance of understanding laws For any business it is important to understand the different types of laws that govern business operations and activities Laws are legally binding requirements established under legislation or Acts Slide 69 Analyse legal issues Tourism law Tourism Law is commonly defined as a body of rules or principles of action which deals with the regulation, authority, relations and obedience among members of a society involved in tourist travel and accommodation. What laws affect the travel and tourism industry? What legal trends exist? Slide 70 Analyse legal issues Types of laws and regulations Legislation Common law Act of Parliament Regulations Codes of Practice Civil and criminal law Slide 71 Analyse legal issues General areas to which legal requirements apply Business establishment Business operation Licensing Consumer protection and trade practices Duty of Care Fair trading legislation Employment relations Slide 72 Analyse legal issues General areas to which legal requirements apply Employment of foreign workers Superannuation / Pension Funds Contributory Negligence and Personal Injuries legislation Contracts Income & company taxation Goods and Services taxation Financial recording and management Slide 73 Analyse legal issues General areas to which legal requirements apply Anti-corruption Copyright, patent, design and trademark protection, trade secrets Occupational safety and health (OSH) Fire Safety Environmental legislation Insurance requirements COMPLETE ACTIVITY 14 Slide 74 Analyse ethical considerations Ethical considerations Ethical requirements relate to issues about which a personal judgement has to be made regarding the way the business elects to conduct its business. What are examples of ethical behaviour in a business? COMPLETE ACTIVITY 15 Slide 75 SWOT Analysis SWOT Analysis Most businesses undertake a SWOT analysis to gain an understanding of what is happening both external and internal to the business and the effect it will have on the business Slide 76 SWOT Analysis SWOT Analysis This process ultimately tries to identify: Strengths – what the business does well Weaknesses – what the business can improve upon Opportunities – where the business can improve or take advantage Threats – where the business may become disadvantaged, weakened or susceptible COMPLETE ACTIVITY 16 Slide 77 Market Report Importance of a Market Report Once you have completed a review of the business / market environment it is important that information is compiled into a concise report The most commonly used form of documenting market information is in the form of a 'Market Report' Slide 78 Market Report Contents of a Market Report Industry Profile Review of Existing Operation (if appropriate) Your Product and/Service Competition Environmental Information and Trends COMPLETE ACTIVITY 7 Slide 79 Element 3: Prepare local marketing strategies and plans Slide 80 Prepare local marketing strategies and plans Performance Criteria for this Element are: Describe local opportunities that exist Develop marketing strategies to support identified local opportunities Develop marketing plans to support identified local marketing activities Slide 81 Prepare local marketing strategies and plans Performance Criteria for this Element are: Involve relevant personnel in the development phase and solicit their contributions and feedback Ensure marketing plans comply with all necessary requirements Gain approval for the marketing plan Slide 82 Prepare marketing strategies and plans Importance of marketing objectives and strategies Like in any organisation, objectives and strategies need to be identified before any activities can be implemented. By conducting a SWOT Analysis, a clear understanding of what needs to take place in the future. What are objectives? What are strategies? Slide 83 Prepare marketing strategies and plans Marketing planning and management Marketing management is the analysis, planning, implementation and control of programs designed to create, build and maintain beneficial exchanges with the target buyers for the purpose of achieving organisational objectives Slide 84 Prepare marketing strategies and plans Marketing planning and management Organisations needs to plan its marketing activities on two levels: The strategic marketing plan The tactical marketing plan Slide 85 Prepare marketing strategies and plans Importance of marketing objectives and strategies An objective is a goal, something that is deemed worthwhile achieving for the future of your business. A marketing objective is the stated goal to be achieved via performance of marketing strategies and tactics. What are SMART objectives? Slide 86 Prepare marketing strategies and plans Types of marketing objectives Client development Geographic expansion Organisational growth Service growth Debt reduction Income development Slide 87 Prepare marketing strategies and plans Focus of marketing strategies Marketing strategies state how marketing objectives will be achieved. Marketing strategies may be for: A new or existing, specific product or service A small or medium sized business enterprise A destination A single event Slide 88 Prepare marketing strategies and plans Types of marketing strategies Status quo Intense growth Integrated growth Diversification Market penetration Product or market development Slide 89 Prepare marketing strategies and plans Product and service strategies Product strategies Branding strategies Services strategies New products and services strategies COMPLETE ACTIVITY 18 Slide 90 Prepare Marketing Plan The marketing plan of your business or organisation is a flowon from the strategic marketing plan or business plan. What information is included in a Marketing Plan? Who prepares a Marketing Plan? Who is it prepared for? Slide 91 Summary of the Marketing Plan Preliminaries Title page Table of contents Executive summary Mission statement Slide 92 Summary of the Marketing Plan Current Situation Analysis Background Current objectives Current target markets and segmentation Slide 93 Summary of the Marketing Plan Current strategies External environmental analysis Internal environmental analysis SWOT including opportunity and issue analysis Customer analysis Marketing information requirements Forecasting profit and loss statement Controls Slide 94 Summary of the Marketing Plan Objectives, Strategies & Tactics Product, service and brand strategies New products and services strategy Pricing strategies Placement, logistics and distribution of services strategies Promotional strategies Slide 95 Summary of the Marketing Plan Objectives, Strategies & Tactics Media advertising and public relations strategy Sales promotions strategy Direct marketing tools and technology Personal selling and sales management strategy Positioning strategies People and processes Slide 96 Summary of the Marketing Plan Action and control plans Action plan Budgeting Control and evaluation Slide 97 Summary of the Marketing Plan Attachments Bibliography Reference lists Appendices Tables, Graphs and Figures Slide 98 Prepare a Marketing Plan Prepare a Marketing Plan Review Pages 90-106 of TM COMPLETE ACTIVITIES 19-23 Slide 99 Involve relevant personnel in preparing marketing plans Importance of consulting with stakeholders and colleagues Who are possible stakeholders and colleagues? Why is it important to consult with them? What do you require from them? Slide 100 Involve relevant personnel in preparing marketing plans Importance of involving stakeholders and colleagues Communication throughout the planning, preparation and delivery of marketing and sales plan is vital to ensure that all stakeholders and colleagues: Are involved Had the chance to contribute Provide feedback on initial strategies and approaches Understand how marketing and sales plan plans and strategies will affect them How the marketing and sales plan will interrelate or impacts other stakeholders Slide 101 Involve relevant personnel in preparing marketing plans Types of stakeholders Head office Joint venture partners Owners Board of directors Managers Supervisors Finance staff Slide 102 Involve relevant personnel in preparing marketing plans Types of stakeholders Human resource staff Information Technology staff Production staff Marketing personnel Sales staff Customer contact staff Market research specialists Customers Slide 103 Involve relevant personnel in preparing marketing plans Seeking advise from experts Before you start your business it is advisable to consult as many organisations and persons that you believe can inform and assist you in your planning. Why is this important? What types of assistance and advice can be sought? What are sources of assistance and advice? Slide 104 Gain approval Gain approval for the marketing plan Gaining approval for the marketing plan may include the following tasks: Forwarding draft plan with recommendation for approval to management Preparing the submission according to specified internal requirements Distributing multiple copies of the draft to an identified network of decision makers Slide 105 Gain approval Gain approval for the marketing plan Speaking about the plan and explaining aspects, as required Providing supplementary supporting and/or additional information to assist in the final decision making process Revising the draft plan on the basis of feedback from the decision makers COMPLETE ACTIVITY 24 Slide 106 Ensure marketing plans comply with all necessary requirements Importance of meeting compliance requirements It is vital that any marketing plans and proposed initiatives meet any necessary compliance requirements. What is this important? How can you identify what requirements you need to comply with? Slide 107 Ensure marketing plans comply with all necessary requirements Types of compliance requirements Compliance with externally imposed compliance obligations Internal policies and procedures Internal values and beliefs Ethical standards Relevant codes of practice to which the organisation subscribes Slide 108 Ensure marketing plans comply with all necessary requirements Types of compliance requirements Business goals and outcomes which may include: Key performance indicators Strategic objectives Price Market and sales indicators Brand value Quality standards and criteria Performance benchmarks Milestones COMPLETE ACTIVITY 25 Slide 109 Element 4: Manage the local marketing strategies Slide 110 Manage the local marketing strategies Performance Criteria for this Element are: Communicate the approved marketing plan to those with responsibility for implementation Implement the activities and strategies contained in the marketing plan Monitor the implementation of the marketing plan Produce reports on the progress of the marketing plans Share information on marketing activities with operational staff Slide 111 Communicate marketing plan information Define and communicate marketing plan information One of the key requirements for the successful implementation of any marketing plan is to outline how the goals, objectives and strategies will be accomplished. Why is this important? What needs to be communicated? How should expectations be communicated with stakeholders? Slide 112 Communicate marketing plan information Marketing plan information to be communicated Key vision of the plan Reviewing company aims and objectives and explaining how the marketing plan fits with these Reasoning or purpose behind the marketing plans Background information Marketing objectives Explaining priorities Explaining all elements of the plan Slide 113 Communicate marketing plan information Marketing plan information to be communicated Explaining the need for the marketing plan in terms of business performance, market share, position and the ongoing viability of the organisation How the plan will be implemented Roles and responsibilities of key stakeholders Scopes of authority for action Timelines Slide 114 Communicate marketing plan information Marketing plan information to be communicated Identifying support mechanisms available for responsible personnel Highlighting progress points/milestones along the way Explaining the reporting and monitoring processes Defining how the performance of individuals and the overall plan will be assessed Slide 115 Communicate marketing plan information Defining and assigning roles It is important that everyone knows what is expected of them. What do staff need to know? How can they understand their roles and responsibilities? Slide 116 Communicate marketing plan information Identify Key Performance Indicators (KPI’s) Total number of calls made Total number of new customers Number of leads Increase in sales New sales per product group Marketing expense per customer Marketing expense and sales revenue per customer from a specific campaign Slide 117 Communicate marketing plan information Stakeholder considerations Get a clear understanding of the marketing plans Ensure that all key concerns have been considered Understand the benefits of the marketing plans Understand how the marketing plans will benefit them Understand how the marketing plans will impact on them Slide 118 Communicate marketing plan information Stakeholder considerations Understand their role in implementing the marketing plans Any potential problems identified Have their concerns addressed Be excited and reassured about the marketing plans Slide 119 Communicate marketing plan information Communicate information How can you communicate information to: Staff Managers Clients Suppliers COMPLETE ACTIVITY 26 Slide 120 Implement marketing plan activities and strategies Implement marketing plan actions Now that marketing plans have been communicated with stakeholders responsible for its delivery, it is now time to implement any actions Slide 121 Implement marketing plan activities and strategies Implementation considerations Compliance requirements Occupational safety and health (OSH) Legal liability exposure Integration with other aspects of the business Timing issues Slide 122 Implement marketing plan activities and strategies Implementation considerations Resources Changes to policies and procedures Documentation & record keeping Service delivery Impact on organisational culture COMPLETE ACTIVITY 27 Slide 123 Implement marketing plan activities and strategies Implementing marketing activities Ensuring the details of the approved marketing plan are implemented as intended and on time Providing assistance to those with specific responsibilities Supporting responsible personnel by back-filling them with other staff as necessary Slide 124 Implement marketing plan activities and strategies Implementing marketing activities Maintaining a high profile for the marketing activities so they remain a priority for the business and the staff Encouraging staff Recognising and acknowledging performance and compliance with marketing plan requirements COMPLETE ACTIVITY 28 Slide 125 Implement marketing plan activities and strategies Provide support and resources to support implementation actions The aim is to enable staff to be able to learn and implement new changes into the workplace. During this period, you must manage the twin functions of: Task functions Maintenance functions Slide 126 Monitor implementation of marketing plan Importance of monitoring implementation of marketing plans Once marketing initiatives have been implemented, it is important to monitor the activities that are taking place, and the people implementing these activities Monitoring is an ongoing, regular process of review Slide 127 Monitor implementation of marketing plan Importance of monitoring implementation of marketing plans Monitoring is essential to ensure that: Activities are being conducted as planned Staff have the resources and support as required Results can be identified Any unexpected changes can be made in a timely manner Slide 128 Monitor implementation of marketing plan Activities associated with the monitoring of marketing plan implementation Observing responsible personnel Reviewing quotations received from suppliers for undertaking marketing activities Checking expenditure related to the activities Conducting regular progress meetings to keep the plan on track Meeting with suppliers and providers Slide 129 Monitor implementation of marketing plan Handling poor implementation Several factors cause implementation problems: Isolated planning Conflict between long-term and short-term objectives Natural resistance to change Lack of specific implementation plans COMPLETE ACTIVITY 29 Slide 130 Produce marketing reports As the implementation of marketing initiatives take place, it is important to communicate with staff for a number of reasons including: Preparing suitable reports Sharing information with them relating to marketing activities Asking for their input to better improve future implementation Slide 131 Produce marketing reports Focus of marketing reports Reports may relate to: Product or service Marketing strategy Promotional strategies and their duration, cycle, territory coverage and product or service focus Market research Business performance Slide 132 Produce marketing reports Methods of reporting marketing reports Methods to present marketing reports to management and staff may include: Making verbal presentation to stakeholders and management Providing written reports Informal meetings Email Slide 133 Produce marketing reports Contents of a marketing report What information should be contained within a marketing report? Refer to TM Page 130 COMPLETE ACTIVITY 30 Slide 134 Share marketing report information Importance of sharing information Periodically, there will be a need for you to provide your team and management with feedback in regard to achievement of marketing activities and the progress of the overall marketing strategy. Why is this important? How often should it be done? What information should be shared? How can you share information? Slide 135 Share marketing report information Information to share Keeping staff aware of progress Maintaining focus on the identified target markets and objectives Making staff aware of the objectives Informing staff on any changes or future activities that need to be implemented or changed Explaining if your marketing strategy and effort work Identifying the reasons why they work or not work Slide 136 Share marketing report information Information to share Significant variations and the factors associated with the changes Unusual results and determine their causes Patterns and trends in consumer behaviours, and the factors that resulted in those behaviours Strengths and marketing opportunities Weaknesses and potential areas of improvement Impact / implications of the results and conclusions on performance Slide 137 Share marketing report information Providing identified market intelligence Providing new market research data Providing recent feedback from clients Providing information gathered as a result of personal observation and experience Providing data relating to marketing activities Passing on names and details of prospects Supplying information about new marketing techniques and strategies Advising team of changes Slide 138 Share marketing report information Process of sharing marketing report information Give a general comment Focus their thoughts Assure staff Cover each target, one at a time Give specific examples as opposed to generalisations Interpret the findings and tell staff what it all means Explain what the results mean Thank and congratulate everyone COMPLETE ACTIVITY 31 Slide 139 Asking staff for their input Methods to encourage staff input Asking for ideas Having an ‘open door’ policy regarding suggestions Sharing ideas Being prepared to test new ideas Seeking information and ideas from non-traditional places Slide 140 Asking staff for their input Methods to encourage staff input Thanking people for their contributions Taking the time and effort to explain to someone who contributed an idea why their idea was not implemented Ensuring the person responsible for suggesting an effective new approach receives the credit for doing so Slide 141 Element 5: Conduct evaluation of local marketing strategies Slide 142 Conduct evaluation of local marketing strategies Performance Criteria for this Element are: Evaluate marketing activities against agreed key performance indicators Adjust marketing plans in response to information received about progress achieved Implement changes to initial local marketing plans Slide 143 Evaluate marketing activities Importance of evaluation Evaluation is when you review the outcome and effectiveness of all sections of your marketing plan to identify successes and problems and if necessary to put a marketing campaign and overall organisation on the road to growth Slide 144 Evaluate marketing activities Information to help evaluation process When evaluating marketing initiatives, information that will be useful may include: Key performance indicators Gap analysis Customer feedback Compliance reports Employee feedback Slide 145 Evaluate marketing activities Importance of key performance indicators (KPI's) Naturally the key requirement of evaluating marketing initiatives is to identify actual results against identified key performance indicators. What are examples of KPI’s? Slide 146 Evaluate marketing activities Types of key performance indicators (KPI's) Enquiries received Bookings received Advanced deposits collected Changes to customer database numbers and details New customers attracted or with whom contact has been made Sales made, including distinguishing sales by value, unit type and target market buying group Slide 147 Evaluate marketing activities Types of key performance indicators (KPI's) Judging return on investment for monies expended on advertising and promotional activities Assessing changes, where applicable, to company image and reputation in the market place Gauging level of public awareness in relation to specific marketing activities Slide 148 Evaluate marketing activities Comparing performance against KPI's It is the role of management to compare actual performance to the key performance indicators that have been set and determine: Whether things are on track Whether there are problems Whether you are exceeding expectations Slide 149 Evaluate marketing activities Marketing audit control questions The macro-environment The task environment Marketing strategy audit Marketing organisation audit Marketing systems audit Marketing productivity audit Marketing function audit COMPLETE ACTIVITY 32 Slide 150 Make adjustments to marketing plans Need to make adjustments Where marketing performance is not performing well compared with desired standards, KPI's and targets, in most cases some type of adjustment or change needs to take place. What are common reasons for adjustments? Slide 151 Make adjustments to marketing plans Reasons for adjustments Adjustments will usually be on the basis of: Unsatisfactory performance A business opportunity Customer feedback Significant alteration to the marketing strategy Slide 152 Make adjustments to marketing plans Activities associated with making adjustments Providing supplementary resources to extend the marketing activities Amending marketing alternatives being used Retreating from activities that are not working Extending a limited offer Re-allocating responsibilities for marketing activities Modifying timelines Responding to action taken by competitors Slide 153 Make adjustments to marketing plans Types of adjustments Objectives Strategies KPI's Marketing budget Types of research Target expectations Target market segments Promotional message Slide 154 Make adjustments to marketing plans Types of adjustments Promotional mix Types of promotions Mix of promotions Timing of promotions Price Packages Place of promotion Slide 155 Make adjustments to marketing plans Types of adjustments Method of distribution Marketing management People involved in marketing activities Training of marketing personnel Marketing techniques Products and services being promoted and sold Operational mechanisms Slide 156 Make adjustments to marketing plans Making recommendations for change Detail the problem that is at the root of the recommendation Describes the negative impacts of the above situation Identifies specific revised targets Sets revised flags to warn of unacceptable deviations to the revised targets Presents options for rectifying the position Sets out implementation costs for each recommendation or option Slide 157 Make adjustments to marketing plans Making recommendations for change Identifies the benefits of each recommendation or proposal Supplies a formal cost-benefit analysis Gives realistic timelines for introduction and implementation COMPLETE ACTIVITY 33 Slide 158 Implement changes to marketing plans Implementing changes Now that proposed changes have been documented into recommendations, it is now time to discuss them with relevant stakeholders and to implement any changes that have been agreed. What activities are associated with implementing changes to marketing plans? Slide 159 Implement changes to marketing plans Activities associated with implementing changes to marketing plans Revising plans Communicating revisions to relevant people, including sales and customer contact staff Providing identified resources Ensuring previous arrangements are altered on the basis of revisions made Slide 160 Implement changes to marketing plans Communicating changes to marketing plans with stakeholders Hold a formal staff meeting Give them a hard copy of the new marketing plans Explain the changes Tell them about the dates for introducing the new marketing plans implementation Slide 161 Implement changes to marketing plans Communicating changes to marketing plans with stakeholders Reassure them they are not required to implement the changes ‘tomorrow’ Inform of the training being provided to support implementation of the new marketing plans requirements Encourage questions about the new marketing plans Slide 162