DEVELOPING A MARKETING PLAN
(WITH A FOUCS ON A SPECIFIC MARKET SEGMENT)
Executive Summary (10 points)
The executive summary serves as a synopsis of the overall marketing plan. It should cover the following. I suggest you complete this section last after you are finished with the entire marketing plan.
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Get Help Now!Background (10 points)
This section should introduce information about the hospitality/tourism business of your choice. Specific facts include but are not limited to the following:
Environmental Analysis (20 points)
This is also known as environmental scanning or situational analysis. The external forces are those factors that are beyond the control of company, whereas the internal ones are manageable to the company. The SWOT (strengths, weaknesses, opportunities, and threats) analysis concludes this section.
Marketing Objectives (10 points)
This section discusses a selection of objectives or desired outcomes that you would like to achieve. These marketing objectives should be measurable as a dollar amount, a percentage, number of customers served, etc. You should come up with a timeframe within which the identified objectives will be achieved.
Marketing Strategies (30 points)
The main idea of this section is dealing with target market(s) and typical marketing mix activities. What you propose to do should be in line with which consumer group(s) you go after. Remember, you are not the only one targeting these consumers so always keep your competition in mind. Your proposed marketing mix activities should differentiate from your competition. Also, these activities should be action plans. Therefore, you shall plan specific activities that have a timeline, list people in charge, and resources needed. The following are major components that should be discussed in this section. You are encouraged to include other information as you see appropriate.
Evaluation and Control (10 points)
One area of concern is to prepare a contingency plan. You need to anticipate possible events that may prevent your marketing plan from achieving its proposed goals.
Organization and communication (10 points)
The project should be 10 pages in length. References and indices are not counted toward the page limit. It should be well-organized with subtitles and no spelling or grammatical errors. The paper should have a cover page that lists the title, your name, and date of submission. Use Times New Roman 12 font size and make 1” margin on all sides. Double spaced except for tables, figures, references, and indices. Follow the APA format for references.
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