Vous êtes sur la page 1sur 20

Marketing for Hospitality and Tourism

Kotler, Bowen and Makens

Next Years Marketing Plan


Chapter 18

Learning Objectives
1. Understand why it is important to have a marketing
plan and be able to explain the purpose of a
marketing plan.
2. Prepare a marketing plan following the process
described in this chapter.

Marketing for Hospitality and Tourism, 6e


Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc


Upper Saddle River, New Jersey 07458 All Rights Reserved

Purpose of a Marketing Plan


Provides a Road Map for the Next Year

Ensures Marketing Activities are Aligned with Corporate


Strategy
Forces Managers to Review All Steps in the Marketing
Process
Assists in the Budgeting Process
Creates a Process to Monitor Actual Against Expected
Results
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc


Upper Saddle River, New Jersey 07458 All Rights Reserved

Sections of a Marketing Plan


Executive Summary
Corporate Connection
Environmental Analysis & Forecasting
Segmentation & Targeting
Next Years Objectives & Quotas
Action Plans: Strategies & Tactics
Resources Needed to Support Strategies & Meet Objectives
Marketing Control
Presenting & Selling the Plan
Preparing for the Future
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc


Upper Saddle River, New Jersey 07458 All Rights Reserved

Executive Summary
Write
Write it
it for
for
Top
Top
Executives
Executives

Organize
Organize
Summary
Summary

Marketing for Hospitality and Tourism, 6e


Kotler, Bowen and Makens

Limit
Limit to
to 2-4
2-4
pages
pages

Review
Review the
the
Summary
Summary
Several
Several Times
Times

Use
Use Short
Short
Sentences
Sentences &
&
Paragraphs
Paragraphs

Ensure
Ensure the
the
Central
Central
Message
Message is
is
Conveyed
Conveyed

2014 by Pearson Higher Education, Inc


Upper Saddle River, New Jersey 07458 All Rights Reserved

Corporate Connections

Relationship to
Other Plans
Corporate
Direction

Marketing for Hospitality and Tourism, 6e


Kotler, Bowen and Makens

MarketingRelated
Plans

2014 by Pearson Higher Education, Inc


Upper Saddle River, New Jersey 07458 All Rights Reserved

Environmental Analysis and


Forecasting

Major
Environmental
Factors

Positioning
Statement

Market
Trends

Marketing for Hospitality and Tourism, 6e


Kotler, Bowen and Makens

Market
Potential

Economic
Drivers of
Growth

Competitive
Analysis

Marketing
Research

2014 by Pearson Higher Education, Inc


Upper Saddle River, New Jersey 07458 All Rights Reserved

Major Environmental Factors

Social

Economic Political

Marketing for Hospitality and Tourism, 6e


Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc


Upper Saddle River, New Jersey 07458 All Rights Reserved

Market Trends

Visitor
Trends

Market
Trends

Competitiv
e Trends

Related
Industry
Trends
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc


Upper Saddle River, New Jersey 07458 All Rights Reserved

Segmentation and Targeting

Segmentation
Segmentation
Analysis
Analysis

Marketing for Hospitality and Tourism, 6e


Kotler, Bowen and Makens

Market-SegmentMarket-SegmentProfitability
Profitability
Analysis
Analysis (MSPA)
(MSPA)

Targeting
Targeting

2014 by Pearson Higher Education, Inc


Upper Saddle River, New Jersey 07458 All Rights Reserved

Next Years Objectives


Advertising
Promotion
Public Relations
Marketing Research
Sales

Marketing for Hospitality and Tourism, 6e


Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc


Upper Saddle River, New Jersey 07458 All Rights Reserved

Next Years Quotas


Based on Next Years Objectives
Individualized
Realistic & Obtainable
Broken Down to Small Units
Understandable & Measurable

Marketing for Hospitality and Tourism, 6e


Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc


Upper Saddle River, New Jersey 07458 All Rights Reserved

Communicating the Marketing Plan

Management
Vendors
Orientations

Marketing for Hospitality and Tourism, 6e


Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc


Upper Saddle River, New Jersey 07458 All Rights Reserved

Action Plan Strategies


Sales
Strategies

Distribution
Strategies

Pricing
Strategies

Marketing for Hospitality and Tourism, 6e


Kotler, Bowen and Makens

Advertising
& Promotion
Strategies

Product
Strategies

2014 by Pearson Higher Education, Inc


Upper Saddle River, New Jersey 07458 All Rights Reserved

Resources Needed to Support


Strategies
and Meet Objectives
Personnel
Other Monetary Support
Research, Consulting & Training
Miscellaneous Costs
Budgets

Marketing for Hospitality and Tourism, 6e


Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc


Upper Saddle River, New Jersey 07458 All Rights Reserved

Marketing Control
Sales Objectives
Sales Forecast & Quotas
Expenditures Against Budget
Periodic Evaluation of All Marketing
Objectives
Marketing Activity Timetable
Readjustments to Marketing Plan
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc


Upper Saddle River, New Jersey 07458 All Rights Reserved

Presenting and Selling the Plan

Members of
Marketing / Sales
Department

Audiences
for Selling
the
Marketing
Plan

Vendors, Ad
Agencies &
Others

Top
Management

Marketing for Hospitality and Tourism, 6e


Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc


Upper Saddle River, New Jersey 07458 All Rights Reserved

Preparing for the Future

Data
Collection &
Analysis

Marketing for Hospitality and Tourism, 6e


Kotler, Bowen and Makens

Continuo
us Tasks

Marketing
Planning as a
Tool for
Growth

2014 by Pearson Higher Education, Inc


Upper Saddle River, New Jersey 07458 All Rights Reserved

Key Terms
Competitive analysis An analysis

Market potential The total

of the primary strengths and


weaknesses, objectives, strategies, and
other information relative to
competitors.

estimated dollars or unit value of a


defined market for a defined product,
including competitive products.

Environmental factors Social,


political, and economic factors that
affect a firm and its marketing program.
Executive summary A short summary
of the marketing plan to quickly inform
top executives.

Marketing for Hospitality and Tourism, 6e


Kotler, Bowen and Makens

Market trends External trends of


many types that are likely to affect the
marketing in which a corporation
operates.
Marketing objectives Quantitative
and time-specific accomplishment
measurements as to what is expected
of a marketing program.

2014 by Pearson Higher Education, Inc


Upper Saddle River, New Jersey 07458 All Rights Reserved

Key Terms (cont.)


Quotas Quantitative and timespecific accomplishment
measurements established for
members of a sales force.
Segmentation analysis The process
of examining various submarkets and
selecting those most appropriate for a
company.
Timetable Specific dates to
accomplish strategies and tactics.

Marketing for Hospitality and Tourism, 6e


Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc


Upper Saddle River, New Jersey 07458 All Rights Reserved