Marketing PlanPertemuan 13

Matakuliah : V0222 - Penjualan dan Pemasaran HotelTahun : 2009 - 2010

“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. Executive SummaryII. Corporate ConnectionIII. Positioning StatementIV. Environmental Analysis and ForecastingV. Segmentation and TargetingVI. Next Year’s ObjectivesVII. Resources Needed to Support Strategies

and Meet ObjectivesVIII. Marketing ControlIX. Presenting and Selling the PlanX. 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

• 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 VI: Action Plans: Strategies and

Tactics

Section VII: Resources Needed to Support Strategies & Meet Objectives

• Personnel• Other Monetary Support• Research, Consulting, and Training• Miscellaneous Costs• Budgets

Section VIII: Marketing Control

• 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

Key Terms

• Competitive analysis• Environmental factors • Executive summary• Market potential

• Market trends• Marketing objectives• Quotas• Segmentation analysis• Timetable

Best Practices• Preferred Hotels and Resorts Worldwide • Rittenhouse Hotel, Philadelphia• Seabourn/Windstar Cruises